In recent years, the continuous hot women to the track ushered in the new products in an endless stream, but almost no head products appeared, on the one hand, the strong demand for female players in the game, on the other hand, but also the embarrassing situation of the lack of quality, unconsciously, women to mobile games have come to the eve of change.
So in this stage where opportunities and challenges coexist, what kind of women are more likely to stand out from mobile games?
In the view of GameRes, in order to make successful women's new works, in the final analysis, manufacturers need to try to jump out of the shackles of the game industry, and instead stand in a more macro perspective to understand the desires and demands of female players in the social era of "her economy", and awaken the "she power" of players through multi-dimensional product design and operation publicity and play, so as to help women open a new "her era" to the track game.
Based on the above analysis, GameRes combed through the current women's new product line, and believes that "In the Name of Shining" may be the most potential new work.
Source: Mob Research Institute
On August 27th, the ultra-free fashion lifestyle mobile game "In the Name of Shining" (hereinafter referred to as: Flash name) created by Vvanna Studio ushered in the first exposure on the B station, and three PVs successively presented a very outstanding high audiovisual quality and high degree of freedom of play, which also attracted the attention of a large number of female players.
Even the core concept of advocating women to "bravely be themselves" reflected in the PV once broke through the circle to the field of pan-entertainment, and received cross-border praise from the well-known fashion magazine Harper's Bazaar and Yang Tianzhen, CEO of Yixin Entertainment.
According to GameRes observation, on the day of the first exposure of the flash name, the work gained more than 100,000 fans on the B station, and only 2 months after the first exposure, the attention of the flash name in TapTap has exceeded 500,000 people, and the number of reservations on the whole network has exceeded the 1.1 million mark.
All indications are that Flashman has initially won the recognition of a large number of women for its excellent game quality, so how can we awaken the "she power" of players next?
The flash producer once mentioned in the words of the TapTap developer: "If 'In the Name of Shining' is just a one-man idea, the world is too lonely." It shouldn't be lonely here, there should be laughter, whispers, countless stories and dreams. It is a space created by all players. ”
Perhaps in order to carry out the beautiful vision of "working together with players to create a characteristic game space", at the end of September, the flash name exposure included the "common face plan" of the two modules of "game co-research" and "game tasting", and opened the player recruitment on October 9, which responded to the expectations of the majority of players in actual action, and also set the main tone of "player co-creation" for the long-term content of the flash name.
Launched the "Face Project" to work with players to create high-quality women-oriented games
On October 21, the "Gongyan Project" was officially opened, and a large number of "Yan Jiaosheng" who participated in the game because of their love for the game entered the game for the first time, successively experienced the functional links such as pinching the face, adjusting the body, taking pictures, etc., and through the TapTap forum, little red book, player group and other ways, they showed their "creative achievements" in the game, and also gave feedback to the official real game feelings, gave many suggestions and opinions, and joined the ranks of "player co-creation" with practical actions.
By observing the various face-pinching photos displayed by the player, it is not difficult to find that the largest or darker or lighter skin tone, or the luxurious or playful hairstyle makeup, the small to the warm and delicate skin texture, and the realistic texture of the clothing fabric details can make the public intuitively feel the strong competitiveness of the flash name in the visual experience dimension.
It is worth noting that after the launch of the "Common Face Project", the flash name official has also released two new PVs, which show the details covered by the face pinching gameplay at a glance, and the overall perspective from a more "micro-moment" perspective leads players to appreciate the details of the game costume design.
When the visual impact brought by the two PVs is integrated with the real game feedback obtained by players during the "Gongyan Project" experience, the excellent game experience of the flash name can also be engraved in the hearts of players, so that the "Gongyan Project" has won the affirmation of a large number of players.
So what kind of inspiration can the success of the "Gongyan Project" give to the industry?
Looking back in the past, most of the product development process, almost all of the internal team polished the basic molding, and then through multiple rounds of testing to verify the quality of the game, during the period of the player's opinions are also based on forum feedback, questionnaire collection, too rigid and difficult to trigger player empathy, sometimes because the test is too delayed to respond to player expectations in time and cause word-of-mouth reaction.
In contrast, this time with the "Common Face Plan" to take the lead in breaking this conventional way of playing, and before the first round of testing, it borrowed a more warm and emotional form of "Yan Zhensheng Recruitment", which established a deep connection with the potential core players of the game while allowing players to "taste the early", and adhered to the concept of "player co-creation", humbly accepted the opinions and suggestions of players, put players' appeals in the first priority of content polishing, and aimed at working together with players to create a high-quality female-oriented game.
Driven by mature planning and a beautiful vision, the creativity released by female players on the road to the pursuit of beauty has been completely released in the "Gongyan Plan", which not only stimulates a new round of "UGC content creation" trend, but also once again makes the flash name form a strong circle-breaking penetration.
UGC content broke the circle again, and the flash name led the industry to open a new thinking in the tide of "her economy"
According to GameRes observation, after the launch of the "Gongyan Project", in addition to actively participating in the game experience and actively communicating with the official in the group, they also poured their love for flash names into "UGC content creation", so on mainstream social platforms such as Weibo, B station, and Xiaohongshu, UGC content related to flash names soon ushered in a new round of circle-breaking communication.
For example, on the Little Red Book, GameRes observed KOC "An Orange", which aspires to be a "game wear blogger", and has successively used this "Gongyan Project" to almost perfectly reproduce the well-known characters from various well-known anime games such as "Bao Qingfang Owner", "Kassandra", "Jinx" and so on.
Observing the comparison chart of various types of characters, it is not difficult to find that thanks to the extremely high degree of flash name freedom pinch face play, and its strong visual quality, each character can be said to have been perfectly restored, from hairstyle to facial features, from eyes to temperament are enough to be called "wonderful portrait", this series of UGC works has thus received a large number of users' likes, and more female users have also learned the brilliance of the flash name game.
In the view of GameRes, the core driving force of the "Gongyan Project" after first receiving the affirmation of the core circle users and then achieving the "breaking the circle" effect is essentially due to the insight of the flash name creative team on female users and the in-depth thinking of the tide of the "her economy" era.
At the end of August, after the first exposure of the flash name, the main creative team paid attention to the female players' sincere love for this new product, and also through their recognition of the "customized" gameplay in the game and the expectation of many fine dimensions, as well as the emergence of a large number of imitation makeup, sketches, dance and other players' secondary creative content, excavated the core appeal of female players who are eager to be "unique themselves" in the game.
Even after the first round of transmission, many players, based on their love and expectation for the flash name, spontaneously incarnated as a "makeup and hair artist", and turned the character image exposed by the flash name into the appearance they aspired to through P diagrams and other methods, forming a secondary spread with stronger penetration of the circle.
Based on the above phenomenon, the main creative team not only captured the exuberant desire of contemporary female players, but also sensed the creativity of female players that had not been valued in the past through their diversified creative behavior, and finally stimulated the rich creativity of more players, and injected all this "she power" from female players into the game.
Driven by this goal, the "Gongyan Plan" came into being, and one of the more noteworthy details is that the flash name directly upgraded the player from the previous "suggester" to the "project partner", truly practicing "co-research and co-creation", giving the player full creative freedom, aiming to build an equal and interconnected connection with the players, and working with them to empower the long-term development of the flash name.
Based on this, we can not only foresee the long-tail potential that flash name can release under the support of "player co-creation", but even from a more macro point of view, flash name's exploration and excavation of "her power" may also lead the industry to open a new thinking in the tide of "her economy".
From the perspective of the game industry, how can we correctly understand the internal changes brought by the "she economy" tide to women to games?
On the bright side, with the rising economic level and social status of women, the "she economy" with women as the main body has risen rapidly, in addition to the rapid growth of female consumption in traditional fields such as shopping and beauty, female players have also become important "consumers" in the field of games.
But in fact, the above understanding of women in the new era is one-sided, and many manufacturers often only regard female players as "consumers" based on this, but ignore their needs and potential in "content production", which has led to the previous women falling into the quagmire of "lack of quality" and "serious homogenization" to the track.
In the view of GameRes, contemporary women are not only "consumers" in the field of games, but also the main "producers", in the process of demand and supply, today's female players are actively creating a participatory independent consumption model with unique foresight and sensitivity, which is also the core reason why Flash name can drive a large number of UGC content production and co-creation with players through the "Common Face Plan".
In other words, it is precisely because the flash name respects women's game preferences, respects women's desire to express, and respects the uniqueness of each woman, so it chooses to repeatedly emphasize the status of female players as "producers" through various custom play methods and "gongyan plan" such operation activities, and also enables them to inject a sense of truth into the product tuning link, so as to continuously "generate electricity for love" in the entire co-creation link, so as to promote the flash name to go further.
I believe that in the future, adhere to the female as the main body, focus on the player's appeal for product polishing flash, the future will also drive more creative UGC content production, while the flash name of the act, will also help the industry to establish a new set of cognition - "female consumption ecosystem" is a multi-dimensional, all-round empowerment of female "energy magnetic field", only from the perspective of female players to think and polish products, it is possible to stand on the "her economy" tide of the outlet, the output of players from the heart to identify with the boutique.
epilogue
Reviewing the whole process of the "Gongyan Plan", it is not difficult to find that in the tide of "her economy", the flash name has upgraded the player from a "suggester" to a "project partner", which has maximized the freedom of creation for the players and truly interpreted the essence of the term "co-research and co-creation".
It can be said that it is precisely thanks to the actual measures of flash name observation and conforming to the needs of players that the "Gongyan Plan" has achieved an excellent "circle-breaking" effect, which not only verifies the strong impetus of the "co-research and co-creation" idea for women to spread to game marketing, but also reflects the deep thinking of flash names on women to the market and female users.
"As a game for a wide range of partners, we want it to carry connections with more players. Through the "Face Project", I hope that everyone can entrust the vision of the game to us, and make some more fun things with suggestions and painstaking efforts ~ We look forward to becoming more and more colorful because of you, and want to follow you and paint the most beautiful colors together. ”
In the view of GameRes, this passage is not only a beautiful hope released by the official release of the recruitment stage of the "Gongyan Project", but also the core concept of the flash name to cover the whole cycle of research and development, operation and publicity in the future.
Looking to the future, as the flash name gradually becomes the figurative carrier of the player's "sincere emotions" and "content creativity", coupled with its thinking and exploration of the "her economy" to further deepen, the pattern of women to the track is likely to usher in a subversive change due to the arrival of the flash name.