In the past decade, the game industry has made great progress, and authoritative media statistics show that the domestic game market will exceed 300 billion for the first time in 2023.
In such an environment, a game called "Against the Cold" has been frequently praised by the official media since it was launched in 2018, and after six years of operation, it was strongly supported by the central media and praised by Xinhua News Agency.
In fact, the "sobriety" of "Against the Cold" has embarrassed many Chinese games.
This game is set in the Great Song Dynasty, so from the beginning of its operation, it has adhered to the creed of "taking the promotion of traditional culture as its own responsibility", and strives to restore the prosperity and human feelings of the Northern Song Dynasty in the scenes, buildings, fashions and dungeons, so that players feel like they have traveled back to history through a thousand years.
In the Spring Festival of 2019, "Against the Cold" was reported and praised by CCTV and People's Daily Online because it held a grand celebration of "The New Year of the Great Song Dynasty", which restored the folk customs of the Northern Song Dynasty women's sumo, spring cow fighting, and lion dance in the game.
Subsequently, "Against the Cold" also linked with major scenic spots to promote traditional culture, such as Jingdezhen and Aden, and reproduced the thousand-year-old style of the ancient city with the help of games; also opened the "Liyun Pavilion", which brought the quintessence of Peking Opera, Kunqu Opera, Huangmei Opera, Jin Opera, etc. to the cyber stage one by one, so that the post-00s could accept cultural edification unconsciously.
If it is said that "Against the Cold" insists on restoring traditional culture is only a temporary interest, it is rare that it has been on this road for six years and cannot stop.
Recently, "Against the Cold" also linked with the rocket, and launched a "Reverse Cold-2 Satellite" Ceres-1 carrier rocket into the sky, loading the player's screenshots and blessings into space, and paying scientists salaries, which can give players a long face.
At the 20th China International Animation Festival held not long ago, "Against the Cold" also won the "Excellent National Culture IP" award for its contribution to the dissemination of traditional culture over the years.
At the same time, CCTV and Xinhuanet once again praised "Against the Cold" when reporting on the Guoman Festival.
CCTV reporters conducted an exclusive interview with "Against the Cold", using this game as an excellent case of cultural inheritance to mobilize other games to learn from it; Xinhua News Agency also issued a special article, saying that "traditional art has been digitized by young people", and praised "Against the Cold" as an important carrier for inheriting and promoting national style aesthetics.
In addition to being "sober" in promoting traditional culture, "Against the Cold" has also maintained a "sober" mind in terms of charging mode and welfare relaxation.
Especially after the success of the mobile game with the 6 yuan non-attribute fashion, the terminal game also took the initiative to reduce the liver and krypton, so that the appearance entered the era of "good quality and low price".
At the same time, the benefits of "Against the Cold" are also the most daring among their peers. Like the sixth anniversary, the official also gave away the biggest benefits in history - players who recently logged in to the game can receive 1 set of exquisite original skins for free, more than 30 appearances of 1 free choice, 24 rare appearance coupons, etc., so that players can call "generous".
Repeatedly praised by the official media, and also took the initiative to reduce krypton to players, "Against the Cold" is undoubtedly sober, because quick success may make short-term profits, but it cannot make the game achieve long-term development, but "Against the Cold" has bravely assumed more social responsibilities and used digital technology to popularize national style aesthetics to young people.
This point is worth learning from more peers.