The excitement of game festival marketing on the battlefield, who is happy and who is worried?

Original GuDuo guduo editorial department guduo network movie and television

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During festivals, players have money and leisure. Driven by the festive atmosphere, they are more willing to immerse themselves in the game world and have fun than normal working days. Therefore, every festival is an important marketing node for the game, and it is also a battleground for the military strategists of major games.

Taking this opportunity, the game company will plan a variety of holiday marketing activities, whether it is launching new content or distributing welfare, it can attract players’ attention from the user side, so as to achieve the purpose of attracting new, retaining and returning. From the income side, it can further stimulate the player’s willingness to pay, thus improving the daily life of the game.

Successful holiday marketing can not only spread outside the circle, but also achieve the effect of shaping the brand. Take the Sea Lantern Festival of "The Original God" as an example. This is a self-made festival based on the game worldview during the Spring Festival, which not only makes players feel the flavor of the year in the game, but also pushes the brand’s cultural output to a new height. This year’s Lantern Festival promotion of "Dream Star" focuses on the dream linkage between CCTV Lantern Festival party and the game square to watch the party. This wave of marketing operation has increased its daily revenue the next day by 202% compared with the forecast on the day of Lantern Festival.

However, holiday marketing is not easy, and improper planning will also lead to disputes among players and damage the reputation of the game. Just like "Love and Deep Space" used a self-made festival "Numerous Lantern Festival" to replace the Lantern Festival, many players did not feel the festive atmosphere, and questioned why the game manufacturers should overhead the China Festival. The public opinion storm around the "festival" has brought negative influence to the game.

It can be seen that the holiday marketing of games should not only win by surprise, but also avoid risks. So for game companies, how can we balance the relationship between the two and compete for the biggest user growth in the golden stall of festivals?

Self-made festivals, differentiated competition with mixed reputation

Generally speaking, there are two ways for games to do holiday marketing. One way is to create a holiday and create a completely fictional holiday. The second is to celebrate traditional festivals and resonate with the festive atmosphere in reality. These two methods have their own advantages and challenges. When choosing marketing strategies, game manufacturers should not only combine their own game types, but also consider the players’ preference.

For example, Love and Deep Space, a popular B-girl game this year, achieved a global estimated income of over 600 million yuan in the first month of its launch. But it also fell a little bit in holiday marketing. During the Lantern Festival, it chose to create its own "Numerous Lantern Festival" according to its own worldview. This strategy has caused controversy among players, among which the player’s most dislike is "why only China Festival is overhead, but foreign festivals such as Halloween are not overhead."

In this regard, the official blog of "Love and Deep Space" responded that "there are no real festivals in any country or region in the game, and Halloween and other contents are not corrected in time because of audit omissions." However, many players don’t pay for this response, and also put forward that "it is not acceptable to change foreign festivals into overhead festivals, but only to accept the original models of traditional festivals appearing in the game as they are."

If this public opinion storm is resumed, as the first domestic B-girl mobile game released simultaneously in the world, Love and Deep Space is obviously not fully considered in domestic and foreign holiday marketing. Sole, the game planner, told Guduo, "If the game makers only do the festival culture in a certain region, they can only provide the players in some regions with a sense of atmosphere and immersion, while the players in other regions have less sense of cultural substitution. Therefore, some games will choose to overhead the festival for the sake of global simultaneous distribution, which will not only take care of the cultural substitution of global players, but also facilitate the localized operation of the game. "

But if this method is not well balanced, it will cause controversy. "Therefore, when making holiday planning in the early stage of the game, if there are conditions, it is best to ask public relations to intervene in the evaluation to avoid some public opinion risks."

Sole usually considers three factors when planning holiday marketing: first, go straight to the activity goal and adopt appropriate means, which may be to pull new ideas, promote activities or return; The second is to find the theme related to the festival and launch new content and gameplay around the theme; The third is to increase welfare, so that the spread of the periphery can achieve better results. From her experience in planning activities for many times, she found that the degree of holiday welfare distribution is the most important part for players, which directly affects the participation, income and reputation of holiday marketing.

The well-recognized brand festival in the game circle has to be the "Sea Lantern Festival" created by "The Original God". This is a fictional festival designed with the Spring Festival in China as the prototype, and it also takes place on the Moon-moon continent with China as the prototype. In this fictional festival, the output of China traditional culture can be seen everywhere. For example, the village design of Qiaoyingzhuang refers to the Huizhou architectural style, one of the six architectural styles in China, as well as the activities with the theme of non-genetic inheritance, as well as the broken spread of the opera PV "Goddess Split View", which ranked third in the annual broadcast list of bilibili in 2022.

The "Sea Lantern Festival" in "The Original God" not only creates an annual flavor in the virtual world, but also stimulates the national pride of China players, and also narrows the distance between global players and China culture.

In addition, there is the May 5th Friends’ Day created by the glory of the king. The celebration date of this festival is May 5th, which is derived from the glory of the king’s "5V5" black-and-white gameplay. During the festival, a large number of players will be brought to the game, and the daily life and income will increase. Sole believes that the important reason for the success of these cases is to find the correct way to open the holiday meaning.

"The significance of this festival is closely combined with gameplay and experience. For example, the significance of the May Fifth Friends’ Day is to encourage friends to cooperate and enhance friendship. First of all, the game should give the festival a sense of meaning, followed by a sense of ceremony. Then we need the support of some marketing materials and activities, and it is best to add offline linkage to achieve a wider spread. "

However, the marketing method of making festivals out of nothing has both advantages and disadvantages. Its advantage is that it won’t collide with other games, and it can achieve differentiated competition. The disadvantage is: "Self-made festivals need to re-implant a concept in players’ minds, which requires a certain player education cost. If you want to make the festival famous, you need enough marketing budget." Sole said.

Traditional festivals are exciting battlefields for competitive marketing.

Compared with self-made festivals, traditional festivals not only have a wide range of nationality, but also have rich cultural traditions to learn from and integrate. However, for game manufacturers, this is also an exciting battlefield for competing marketing tactics, because most games are competing for users of the same festival, which will inevitably lead to homogenization competition.

How to play their own characteristics in the promotion of traditional festivals is a problem that game manufacturers need to think about. Especially for the long holidays like the Spring Festival, most players have time for leisure and entertainment, and their desire for consumption is stronger than usual, so most games will pay great attention to the promotion of the Spring Festival version. For example, Dream of the Yuan Dynasty spent a lot of money on the promotion of the Spring Festival and the Lantern Festival, holding various activities such as traveling lanterns, welcoming the god of wealth and fireworks show, which created a strong flavor of the year for the game.

Before the Lantern Festival, "Dream of the Yuan Dynasty" launched solve riddles on the lanterns activities and benefits with prizes to attract players’ attention. On the day of the Lantern Festival, "Dream of the Yuan" boarded the CCTV Lantern Festival party and was broadcast live on the big screen of Xingmeng Square in the game. Around the Lantern Festival, a large number of UGC creators created maps with the theme of "Yuanxiao".

From pre-holiday warm-up to post-holiday operation, Tencent can be described as a combination of traditional holiday marketing. According to seven wheat statistics, the revenue of Yuan Meng Xing on February 24th was estimated to be $147,012, and the number of downloads was estimated to reach 78,032. On February 25th, the revenue was estimated to be $297,783, which was 202% higher than that on the Lantern Festival, and the number of downloads was also estimated to be 90,822.

The strong growth of data shows the stability and firmness of marketing strategy. David, a creative game planner in Lilith, thinks: "Dream Star, as a game of Tencent, opens up Tencent’s product matrix and can pool resources to form joint marketing, which is its advantage. Moreover, as a party game, many players are too young to choose much content, so going to CCTV is a good publicity way and can also satisfy the social psychology of players interacting with reality. "

However, the marketing style of Yuan Meng Xing has little room for other games. Sole said: "Many small and medium-sized manufacturers don’t rely on Tencent’s resources like Dream Star, so they need to consider the input-output ratio of marketing. For example, the user group of a B-girl game is mainly aimed at young women in first-and second-tier cities. The number of players is relatively small compared with party games, and it may not be necessary to promote it on CCTV. "

There are still some game manufacturers who are not involved in the battlefield of holiday marketing. David said: "Game companies that distribute overseas don’t pay as much attention to holiday marketing as domestic game manufacturers. For example, Lilith’s distribution strategy is to focus on overseas, and most of the released games tend to SLG (strategic games). This kind of gamers usually spend a lot, and the difference between festivals will not be too big, so Lilith will focus on the marketing time of new games and new versions. "

In addition, another important factor that affects the marketing mode of festivals is the type of games. David said: "Games like SLG don’t have much worldview design, and it’s hard to make their own festivals, so we have to bundle domestic traditional festivals to do a wave of marketing. The secondary game "The Original God" has its own worldview. When players want to enter the worldview to feel the fun of the game, they are suitable for self-made festival marketing. "

Generally speaking, traditional festivals are a natural public domain traffic pool, and any game can come and share a piece of it, but who can grab the biggest traffic dividend depends on the publicity strategy and market budget. Sole believes: "If you don’t have enough confidence to combine self-made festivals with games, the risk of traditional festival marketing will be smaller, the cost will be relatively lower, and some new users who don’t know about games will be attracted."


Whether it is a self-made festival or a traditional festival marketing, the word "creativity" is the most important.

A good idea can save a large purchase cost and bring its own enthusiasm. Just like the PV of "The Goddess Split View" of "The Original God", it not only exploded in bilibili, but also played nearly 10 million on overseas youtube. Many foreign netizens said that they fell in love with opera because of this PV. Behind the creativity is the player’s insight into the current national sentiment and the profound exploration of the significance of the festival.

Just like the Lantern Festival public opinion storm in Love and Deep Space, it is not only a holiday marketing rollover, but also reflects the national pride of the players and their recognition of China traditional culture. The players’ distinct positions and attitudes have undoubtedly brought conceptual innovation to the game industry.

Traditional festivals may be a hot time for game makers, but for players, festivals have more profound significance and cultural value. Although overhead traditional festivals are a way of differentiated competition, game manufacturers need to consider the patriotic feelings of domestic players, skillfully integrate China traditional cultural elements into the game, and show the charm of China traditional culture to the world through the game as a carrier.

Original title: "The excitement of game festival marketing on the battlefield, who is happy and who is worried? 》

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