Opening
What would happen if the most "Chinese" dragon was painted in the light sci-fi game world with the most "Chinese" ink painting techniques?
The answer of "Peace Elite" is: there will be a new explosive god costume.
From July 22 to the present, the new god costume "Molong Nine Days" has caused many rounds of heated discussions in many circles.
In the preview stage, players and national style lovers looked at the suspense map of the three-level head + dragon shadow, and talked all the way from the "Dragon Yin" of the Shi family ghost to Chen Rong's "Nine Dragons", and turned the game's official Weibo comment area into a Chinese culture quiz field.
When the visual picture was first exposed, Wang Jiaer's fans and pop culture enthusiasts entered at the speed of light, and a single Weibo retweet was nearly 8,000, #王嘉尔水墨龙神# #和平精英墨龙九天#话题在3小时内各自拿下超千万阅读.
Before the official launch of the skin on the 26th, topics such as "Wang Jiaer and the National Style Blockbuster" and "The National Style is Wang Jiaer's Ruling Area" on Weibo have been on the hot search, and the topic of "Wang Jiaer's Ink Dragon God" has also appeared on the Douyin hot list, setting off heated discussions on multiple platforms.
"Don't ask, asking is the charm that the ancestors can't resist."
"It's ink and dragon again, who doesn't see who isn't confused?"
In the end, the praise overshadowed the doubts of players in the warm-up stage about "is it possible for ink style to be compatible with "Peace Elite", and at the same time brought out new questions:
"Peace Elite", how did you do it?
01
Differentiated national style: enough for the public, but also trendy enough
The success of commercial content depends on the audience base and the competitiveness of the product itself. "Molong Nine Heavens" can be regarded as accounting for these two points.
In terms of user base, ink painting and dragons are both cultural elements rooted in the deep cognition of Chinese people, and almost have natural empathy advantages. At the same time, with the rise of national tide culture in recent years, national style has long become a new public hot spot, and in popular communities such as Douyin, the number of broadcasts of topics related to national style and national tide is almost the same as that of life topics such as emotion and food.
The theme of ink Chinese dragon is born to match hundreds of millions of users.
Because of this, many game products have launched national style content in recent years. If you want to get ahead in such a market environment, the key is the strength of competitiveness - do you get the idea? Is there enough differentiation?
On both issues, "Peace Elite" has found a solution: to find inspiration from the most national content and lay a good foundation. Borrow the most trendy elements to do integration and innovation.
On the one hand, unlike most of the national style games on the market that use a broad concept to cut into the content of the magic reform, "Nine Heavens of the Ink Dragon" has a more detailed perspective, a more specific, solid, and higher starting point: "Nine Dragons", which is "one of the greatest dragon pictures in existence", as the inspiration, draws on the expression techniques and cultural core of the paintings, and then cooperates with the style of "Peace Elite" to make a digital interpretation.
As a result, more focused and in-depth creative thinking makes it easier for "Nine Heavens of Ink Dragon" to touch the essence of ink and dragon culture.
For example, corresponding to the original work of "Nine Dragons", which has extraordinary charm, the skin is based on the human shape + dragon horns and dragon scales, and the corners of the clothing are all flowing black and white ink effects, which is in line with the freehand agility of splashing ink, and also conforms to the charm of the dragon "rising and soaring between the universe, and hiding in the waves".
At the same time, the arbitrary changes of the "basic form", "ultimate form" and "twin form" that can be achieved by the god costume also convey the game team's accurate understanding of the unpredictable characteristics of the dragon.
In terms of details, the Ultimate Appearance will provide a new entry effect: the ink dragon flies in, turns into a human form on the ground, and the character's limbs also have ink flow effects.
In addition, the dragon-shaped aircraft directly restores the traditional Chinese dragon image of the snake body and four claws, and the dragon body swings naturally during the flight, the dragon's whiskers flutter in the wind, and there is a mythical ink-colored foehn under the feet.
A more accurate supply of traditional cultural experiences allows players to more fully appreciate the charm of traditional treasures such as Nine Dragons, ink painting, and dragon culture.
On the other hand, the treatment of the national style of "Molong Jiutian" is not only "revitalizing classics", but also trendy innovation.
In the game, the motorcycle skin added this time uses the dragon body as the body, the dragon whiskers as special effects, and the golden lightning package will appear around the body. It not only completes the balance of cultural elements and cyberpunk style, but also makes players feel the smoothness of "sparks and lightning" all the way when evacuating and advancing.
In addition to the game, Wang Jiaer, who is the spokesperson of the game brand and is also committed to carrying forward the elements of the national tide and has a cultural mix and match temperament, was invited to create a MV full of national tide atmosphere.
The video adopts the shooting method of real person + CG fusion, in a chaotic cloudy sky, Wang Jiaer is surrounded by the thick ink trajectory of ink bullets, and then slowly grows golden pupils and dragon scales, and gradually transforms into an ink dragon god with the posture of a human being.
By telling the background story of Wang Jiaer's "Bloodline Awakening", "Peace Elite" connects motorcycle vehicles, guns and other game props containing dragon elements to build a grand and mysterious ink world for players, with a cool cyber style, and at the same time a number of bloggers and anchors imitate Wang Jiaer's iconic actions of waving his hand and shaking ink, attracting many players to participate.
As of press time, the topic of "Wang Jiaer's interpretation of the Chinese dragon" appeared on the Weibo video list, and the popularity once ranked 19th. At the same time, short video platforms such as Douyin have also set off a wave of secondary creation, including many popular works with 100,000+ views.
It can be said that the design inspiration of "Peace Elite" for "Nine Heavens of the Ink Dragon" is not limited to the restoration of traditional art, but uses the imagination to realize the harmonious coexistence of "freehand" and "hardcore" in the creative form that players can most accept and understand, and absorbs the cultural core of "Nine Dragons" into the game ecology.
02
Communication power on top of content
Whether it is cultural communication or commercial realization, as important as "making good things", there is another link: reaching and persuading users to come to experience and consume.
Those who are familiar with "Peace Elite" will know that the steady rhythm of strong reach communication has always been their forte. However, in the case of "Nine Heavens of the Ink Dragon", they have evolved again - the warm-up stage is more refined.
In fact, more accurate "material selection" will not only bring advantages to content design, but also form some cognitive conflicts. The ink art represented by "Nine Dragons" and the game represented by "Peace Elite" are often freehand and serious, while the latter is realistic and joyful. If you want to use this as a source of inspiration, the official needs to supplement users with more complete cognitive guidance.
It can be seen that "Peace Elite" has put a lot of effort into this: the warm-up promotion of the famous painting quiz first provides a long enough psychological acceptance time, and at the same time guides the player's vision to a relatively high aesthetic style.
At this stage, the "three-level head" in the warm-up poster is reflected by candlelight after the ink painting to create a looming dragon-shaped projection, which has a mysterious artistic conception of "the dragon is big and the clouds are spitting fog, and the small is hidden and hidden".
On top of this, the follow-up communication operation with a tight rhythm and content to taste can be carried out.
Looking back on past cases, from "Master of the Dune", "Mirror Domain Shuanghua", and then to this "Nine Heavens of the Ink Dragon", we can see the two core features of the supporting dissemination of the "Peace Elite".
First of all, they will find a star who best matches the characteristics of the game's content as the core medium. By co-creating high-quality content with them, in addition to reaching the core player group, more users in the pan-entertainment industry can be encouraged to create a second time, so as to inject more fresh traffic into the "red suit".
Similar to the imitation of Wang Jiaer + splashing ink action this time, the "Lord of the Dune" previously chose the exotic top-notch COSER Karina for dynamic cosplay, which not only pushed the "noble and coercive" atmosphere of the skin to a new height, but also triggered a craze for players to imitate cosplay.
In "Mirror Domain Shuanghua", Zhang Yuxi, who has a stronger pan-two-dimensional attribute, is selected, and the contrasting character of "Royal Sister Image and Lively Character" is used to show the characteristics of "heroic posture" and "sweet and moving" respectively, which shapes everyone's cognition of the two mirror characters of "One Body and Two Souls" in a more three-dimensional way, attracting a large wave of circle-breaking traffic.
The more recent Balala Little Demon Fairy series linkage directly found the original protagonist Yan Lili to play the role. The Four Demon Immortals were able to reunite on the island, and their childhood memories were transformed into billions of topic reads and a large number of "transformation" videos.
On the other hand, after relying on the head resources of the flavor to break the circle, "Peace Elite" will quickly lay a large number of ecological KOLs to build momentum, and attract more players to participate in discussions, experiences, and even creation in multi-line fission.
For example, this time, "Peace Elite" chose the popular anchors in the player group to create a "Ink Anchor Group", gathering more diverse user groups in the form of special live broadcasts, explaining the characteristics of the skin, and also realizing the youthful interpretation and inheritance of traditional culture.
In the lineup of the anchor group this time, there are not only the head of Douyin with nearly 12 million fans, but also Jiang Linji, Straight Man 7 and other active waists with fans of hundreds of thousands, and roughly calculated, the number of users covered on the Douyin platform alone exceeds 20 million. On the night of the live broadcast, the atmosphere in the live broadcast room was warm, and the handsome images and different styles of the members of the anchor group attracted the audience to marvel again and again, calling "Peace Elite" an interesting male model lineup.
Looking back at the various communication actions in the past, we can also find another interesting thing: compared with simple sales, the high-quality communication of "Peace Elite" around the content is also another form of game experience supply.
For example, Wang Jiaer's MV is in the form of a video, showing the characteristics of the national style of the skin, and also broadcasting the wonderful interpretation of popular stars. In the recent "Exciting Battlefield" mode, Wu Jing was also found to star in a live-action movie, interpreting the background story of the mode, and also providing an audio-visual experience of the movie outside the game.
These contents are free of charge, but they really enrich the player's experience dimension of the theme content.
03
The reason why "leading big brother" is big brother
It is not difficult to see that the "Peace Elite" team has accumulated profound experience in creating a cultural ecology.
In terms of cultural understanding, they dig deep into the core. I know that the expression of "ink" focuses on "artistic conception" rather than "black and white"; Understand that the essence of the "Chinese Dragon" lies in "change", not "toughness". They accurately selected the game elements that best matched their deep expression, and designed designs that were both practical and substantial, such as dragon form flying machines and three-level ink painting heads, to maximize the release of the connotation of the theme.
In terms of content shaping, they jumped out of the linkage form that stayed at the appearance level, and used the skin as the expression carrier of game culture, and constantly injected new connotations into the game with the help of various linkages to link a wider range of users, such as the natural integration of cute and cool elements in the "Milk Dragon" linkage, which attracted a wave of loyal players who pursued cuteness and playfulness; In the "Dragon Travels the World" series of sets, there was a dialogue with the culture of the Three Kingdoms, attracting a large number of potential users who are interested in the theme of the Three Kingdoms.
It can be said that the launch of "red suits" and skins is not only a daily action of big DAU management for "Peace Elite", but also an efficient path to continuously pass on multiculturalism to the majority of users, as well as the process of building a cultural ecology that shapes game content with more players.
Finally, when we look back on the past 7 months of "Peace Elite", we can still see one of the most core product advantages: production capacity.
From the "Dragon Traveling the World" series to the "Nine Days of the Ink Dragon", they made 5 sets of popular god costumes in 4 months, and in the middle, they also released the summer beach version, subway escape and exciting battlefield two large-scale hardcore gameplay, as well as many sets of popular skins including looking up, Balala Little Demon Fairy, and Electric Candy Angel.
All of the above are realistic cases of multi-link and multi-material dissemination on the premise of ensuring the quality of content, and finally applauded and applauded in multiple circles.
This kind of production capacity strength is the premise for "Peace Elite" to continue to provide players with diversified experiences, form growth, and maintain leadership in the past time. It is also a barrier that will be difficult to break down for a long time in the future, and it will continue to lead the market as a head-shot product or a mass digital culture experience platform.
epilogue
Looking back on this linkage with "Nine Dragons", whether it is the "Nine Heavens of the Ink Dragon" red suit itself, which has both cultural heritage and game experience, and the exploration of expanding the boundaries of the game with it as an anchor, it can be seen that the commercial skin of "Peace Elite" is far more than just creating a hit.
They have been trying to break out of the constraints to realize creativity, improve the game experience, and build a healthy cultural ecology with players.
Correspondingly, on the day of the launch of "Nine Days of the Ink Dragon", "Peace Elite" seemed to have borrowed the momentum of the dragon, and quickly climbed to the TOP3 of the overall best-selling list of the AppStore, once again showing its well-deserved leader status in the field of mobile games, especially in the tactical competition track.
"The dragon changes with the times, and the Jews have the will to cross the seas. Dragons are things, comparable to heroes of the world".
Let's borrow Cao Mengde's metaphor of "dragon" in "Green Plum Cooking Wine on Heroes" to end.
I hope that this model of in-depth thinking and continuous in-depth excavation of products, teams, users and culture can make better changes for those games that want to accumulate and explore their own cultural ecology.