This article was submitted by Zhang Yixuan and authorized to be published by Game Grapes.
According to the "2020 "Her Game" research report released by Mobtech, female game users reached a new monthly high of 390 million during the epidemic in 2020, and by the end of 2020, the size of the women's game market has approached 60 billion and is expected to continue to grow. The types of women's games have changed from dress-ups to two-dimensional, and the "she game" explosive genres have gradually diversified.
In 2017, the paper B game "Love and Producer" was launched, which instantly detonated women to the B game market. Subsequently, the game manufacturers have entered the game, NetEase has launched "Meet the Cold Water" and "The Painter in Time and Space"; Tencent's "Light and Night Love" is about to open three tests; Mihayou's "Undetermined Event Book" opened for testing in December 2019; Perfect World's "Dream Set Cygnus" opened public beta in 2020.
In addition to these game manufacturers, other game companies are not far behind, have poured into the B-game track, want to share a piece of this huge market, such as APG GAMES R & D (Tencent, Mihayou investment) "The last label" is about to be launched, Xinghui Tiantuo "Maiden's Throne" has just completed the cocoon test. But after "Love and Producer", there has not yet been a phenomenon-level hit. 2020 is known as the "first year of the Warring States" of the B tour, the track is so crowded, in addition to the game itself, how to break the game by buying? This article selects "Love and Producer", "Undetermined Event Book" and "Painter in Time and Space" to analyze the purchase secrets of these three head B tours.
1. "Love and Producer" - sniping at user emotions
"Love and Producer", as the forerunner of domestic B tour, is still the top 1 of domestic B tour to this day. Under the impact of many new tours, the monthly flow of "Love and Producer" still exceeds that of "Undetermined Event Book" and "Painted Traveler in Time and Space". Even if players often scold the company that "Love and Producer" belongs to, and the personality and personality of the heroine of "Love and Producer" have long been out of line with the current trend, after nearly five years of operation, "Love and Producer" has long become a companion game, and players have been unable to give up accompanying their male protagonists, which is related to "Love and Producer" being extremely good at sniping emotions, whether it is the game itself or the amount of advertising.
1.1 The delivery channel is mainly headline-based and targets young women
According to the analysis of the advertising and marketing platform - the majority of large advertisers, "Love and Producer" mainly invests in headline channels, of which watermelon video accounts for 35.48%, today's headlines account for 17.74%, and Douyin accounts for 16.13%. The choice of delivery channels for "Love and Producer" has a great relationship with its target users. According to the 2020 "Her Game" research report, 77.9% of the users of "Love and Producer" are women under the age of 24. "Love and Producer" takes into account the characteristics of users, the main investment headline channel, supplementary investment in the B station channel, to achieve targeted and accurate delivery.
1.2 Creative materials - emotional interaction with male protagonists
The core competitiveness of B-Tour is the male protagonist, including the male protagonist's personality, standing painting, voice line and the emotional interaction process of the male and female protagonists. The characteristics of the male protagonists are to give users a better sense of substitution and meet the emotional interaction needs of users.
The materials released by "Love and Producer" start from this core point and are mainly in the form of videos, showing the aesthetic picture of the intimacy of the male and female protagonists in the latest version of the plot animation. Choosing a beautiful and not pornographic style is a very typical female perspective. Secondly, women's emotions are more delicate, and they care more about the sense of substitution and delicate emotional communication. Therefore, "Love and Producer" chooses to show the WeChat chat, video and call interface, which will make the player have a strong sense of substitution, with the senior CV low, magnetic voice, and the male protagonists' affectionate, gentle lines as advertising copy, in an instant can cause the player's emotional resonance, fall into the charm of the male protagonists.
<h1 toutiao-origin="h2" >2, the "Book of Undetermined Events" that seeks to reflect differentiation</h1>
Unlike the pink romantic style of "Love and Producer", Mihayou's first otome game, "Undetermined Event Book", has a simple and futuristic tone overall, and the plot is closer to life. As a lawyer, the heroine chases her dream of being a lawyer in the process of solving a series of social cases, and is one of the few heroines in the current B tour who is dedicated to her career, which makes the players who have long been tired of the "silly white sweet" and "brainless" heroine shine.
2.1 Bet on the channel
The "Book of Undecided Events" casts almost only one channel - Zhihu. It's a very different choice. As mentioned above, compared with other similar B games, the "Undetermined Event Book" has created an enterprising, independent, and rational heroine, aimed at female players of the same kind, or players who appreciate such women. Then Zhihu is a different and very accurate channel.
2.2 Break the homogenization and reflect the differentiated advertising creativity
The Undetermined Event Book captures the heart of the game on the creative: the love reasoning mobile game. The advertising material is mainly based on video, no longer taking the male protagonist as the core of the display, but focusing on the game theme and the female host, and trying to reflect the difference between the plot and the female protagonist in a number of homogeneous B games.
Copywriting such as "excellent professionalism + independent personality charm, this heroine please taste a pin!" "Reject the silly white sweet, this female protagonist double business online Otome mobile game, to give you a unique love experience" reflects the difference between the hostess, "how to play the love game out of the new? Legalism + reasoning + love, heartbeat in various senses" reflects the difference in plot themes. The theme of the material and the copywriting accurately hit the female players' dissatisfaction with the homogenization of a large number of Otome game plots and heroines, bringing freshness to players and making it easy for people to have the desire to try the game.
3. "The Painter in Time and Space": mainly attacking the second dimension
"The Painter in Time and Space" focuses on "Traveling Through Time and Space + Western Fantasy Plot", which is unique in a number of modern backgrounds and ancient backgrounds. The "paper man" of the medieval European court painting style, the fantasy and ethereal BGM and the narrative of the "parallel universe" have the classic Japanese B "inner taste". In addition, NetEase has invited Chinese, Japanese and Korean painters to jointly create the game plot, and the game plot is dubbed by well-known voice actors such as Ajie, Xia Lei, Jiang Guangtao, Xie Tiantian, Zhao Lu, etc., so that the game can achieve a pure blood "second dimension" in audiovisual and plot.
3.1 Focus on the B station channel
"Painters in Time and Space" will focus on station B, and station B accounts for 53.59%. It can be seen from the game's efforts in character standing painting and CV that the target users of "Painted Traveler in Time and Space" are two-dimensional enthusiasts and Japanese B players. Station B is a gathering place for young people and two-dimensional enthusiasts, and the painters of China, Japan and South Korea and well-known voice actors also have a lot of appeal in the user group of Station B. Station B is the most accurate and the channel with the highest conversion rate.
3.2 Materials reflect strong hard power
In terms of material types, under the general trend of video materials gradually becoming the mainstream, "Painters in Time and Space" does the opposite, focusing on the use of picture materials. This is absolute confidence in its own game graphics and character drawings, and it is also intended to show beautiful card face production.
Video footage, while not a major one, is also very creative. Unlike other B-Y video materials that simply reproduce the game PV, "Painted Traveler in Time and Space" recreates the game PV, combining some grounded themes, such as "The campus love game you think... The real-life campus romance game..." Etc., there are memes and funny.
3.3 Advertising copy with a strong sense of substitution
"The Painter in Time and Space" is more diverse in the choice of copywriting creativity. Among them, the male protagonist's personality and line angle, and the plot theme angle are all old routines commonly used by B-game. The difference is that "The Painter in Time and Space" also matches the player's angle of copywriting, so that when the player sees the advertisement, there is a kind of "how to say what is in my heart?" "The sense of shame, kindness and grounding.
For BYou, studying the characteristics and needs of female gamers is a crucial step. Judging from the analysis of the advertising data of the above B-tour, these three B-tours have captured the user's psychology in terms of game design and purchase volume. Women's emotions are very delicate, whether it is game design, or the amount of purchase, it needs to be carefully polished, and the heart will be "seen".