Tencent's new game "Operation Delta", which was launched on September 26, can be regarded as one of the biggest winners of the National Day holiday. After winning the hot searches on Douyin, Kuaishou, Weibo and other platforms on the first day of launch, "Operation Delta" continued to make steady efforts on the National Day - during the entire National Day holiday, "Operation Delta" ranked firmly in the top 2 of the free iOS game list, and also entered the top 30 of the iOS game best-selling list on the third day of the National Day.

Behind this, Tencent's control over the social ecology after shaking hands with bytes has just emerged.

Will "Triangle Porridge" work?

Although there are doubts about the iOS sales data of Operation Delta. Compared with Tencent's new games, "Operation Delta" seems to be popular, and the paid data has not reached the "benchmark" of Tencent's games.

But "Operation Delta" can't be rigidly set with the template of traditional gunfight mobile games.

Compared with traditional FPS mobile games, the gameplay of "Operation Delta" is less stressful than that of user pay. Comparing the "Dark Zone Breakout" and "Firefly Assault" with the "touch gold" gameplay, the commercial performance of "Operation Delta" has actually improved significantly.

And the "touch gold" gameplay is a relatively long-term gameplay, after the experience of polishing, more depends on the operation level and long-term ecology of the game, once a benign ecology is formed, the commercial power of the "touch gold" gameplay will be more clearly revealed.

During the launch of the server, the more restrained kryptonite design of "Operation Delta" also clearly hopes that the game will develop in the direction of a long-term ecology.

Secondly, "Operation Delta", another main battlefield gameplay, has no reference object in the mobile game. ("Peace Elite" has a similar gameplay, but it is not the main gameplay) In terms of experience, the Grand Battlefield mode is also a mode with very low Krypton pressure. This is very different from traditional FPS mobile games, and in the large battlefield mode of multiplayer on the same screen, the performance of individual ability is also easy to be overshadowed by cooperation, and there is a fundamental difference between the consumption logic and the numerical gameplay of traditional FPS.

What's more, as a high-quality shooter, Operation Delta should be very large on PC. Whether it's "touching gold" or the big battleground, the PC platform has a huge advantage over the mobile platform for the adaptation of gameplay ("Operation Delta" prohibits cross-terminal matchmaking), although there is no clear data to prove the proportion of users on the PC side of "Operation Delta", but in the impression of many players, these two gameplay methods are "supposed to be played on the computer".

In communities such as Tieba, the screenshots of the "Delta Operation" game shared by players are almost on the PC side. While seeing that mobile is hovering between 20-30 on the iOS best-selling list, you can't ignore the user contributions of PC.

It is worth mentioning that a considerable part of the screenshots shared on social platforms related to "Operation Delta" come from the direct screen of mobile phones. This type of sharing habit is likely to come from players who have moved from mobile, and traditional core PC gamers (who use Steam, EPIC, play single-player games) rarely do this kind of sharing.

Douyin exploded in memes, and Tencent Games let go of its hands

Looking back at the marketing campaign launched by "Operation Delta", it can be found that ByteDance has given a lot of help. On the one hand, as a high-quality FPS game with a lot of fame in the sky, Tencent's ecosystem itself has a lot of resources inclined online, and the offline aspect has also done "standard operations", and major brand Internet cafes have carried out the promotion of "Delta Action" during the National Day. On the other hand, after shaking hands with bytes, the byte ecosystem represented by Douyin presented the "king bomb" for the popularity of "Delta Action".

I'm afraid no one will admit that the spontaneous spread of the "people's war" by players is the most effective way to market games. In the past, due to the barrier between Tencent and Byte, it was usually difficult for Tencent games to make good use of the short video medium and further increase the popularity of the game by players creating memes.

However, after the gradual reconciliation between Tencent and Byte, Tencent games gradually played their old role as a "social brother" in the position of Douyin, and a number of Tencent games represented by "Naruto" generated a large number of UGC content on the Douyin platform, and continued to break the circle with the official boost. Even because of the unique UGC ecology formed by the Douyin platform, there is an exclusive word such as "Douyin Ninja" used to describe the game ecology of Douyin's "Naruto".

Douyin has opened up resources including custom tabs for "Operation Delta" on PC and mobile to boost the popularity of "Operation Delta".

When the popularity rises and the attention of players reaches a certain level, the magic of the Douyin ecology is revealed.

First of all, there is a BGM bound to the game character.

In the search for "bohemian" on Douyin, "Operation Delta" is also linked.

On the Douyin platform, the binding of game characters and BGM can almost determine whether a game meets the "gold standard" of popularity. To meet this situation, players need to produce videos with great dissemination power, and after the spread reaches a certain level, they will be followed by a scramble to follow suit, and a large number of similar videos will quickly fill the BGM. These videos continue to replicate the above process under the secondary dissemination, and implicitly brainwash the viewing users, forming a situation where "roles" and "BGM" are bound.

This phenomenon is repeated in popular works such as Genshin Impact. In other words, when the game character and BGM are bound on the Douyin platform, the related short video viewing frequency and second creation have reached a very huge level.

In other words, games that have seen this phenomenon have entered the hot spot.

The boosting effect of the Douyin ecology is inseparable from the excellent quality of "Delta Action" itself. In the past few years, when the "touch gold" gameplay of "Call of Duty" became popular on the Douyin platform, Tencent Games was the number one "target" for players.

While lamenting the high quality of Call of Duty, players borrowed Zimo, a Chinese special soldier in the game, to express their dissatisfaction with domestic games, especially Tencent games. Players made a large number of handsome videos of Zimo, mocking "domestic games only have special forces in skirts", comparing the characters of some domestic games with Zimo, and expressing their own needs for game quality.

The appearance of the Chinese special forces Weilong in "Operation Delta" not only won back a city for Tencent Games, but also because of its original Chinese design (salute, cross-column, military physical boxing - although the cross-column was criticized for taking the wrong step), the Chinese special forces Zimo with a strange Chinese pronunciation of "Call of Duty" has become the target of spit from a design benchmark.

This time, the slogan of the players changed from "domestic games only have special forces in skirts" to "kicking into the delta and getting a headshot to the party".

Chinese games have their own Chinese special forces, and players have been waiting too long.

The change in the direction of public opinion on the Douyin platform reflects the affirmation of "Operation Delta", Tencent Games, and even Chinese games.

After shaking hands with Bytes, Tencent Games began to let go and show its understanding of social networking and communication outside of its own ecosystem.

Epilogue:

While writing this manuscript, a rather representative episode occurred.

Some netizens left a message for Lei Jun, asking him why he has been scolding recently, and Lei Jun replied with three angry expressions.

At the same time as the popularity of "Operation Delta" soared, there were also a large number of "Operation Delta" spit videos produced by AI Lei Jun's dubbing. The content basically starts with "Those XX people who play XXX, hello", and ends with "I remote control Xiaomi SU7/Call Xiao Ai classmate/OPPO A5 XX kill you".

This style video caused many players to follow suit, and for a while, Lei Jun's complaining video of "Operation Delta" spread on the Douyin platform with the small game handle of "Operation Delta". The video content itself uses Lei Jun's AI to imitate Lei Jun's speech, complaining about the embarrassing things he encountered in the game (such as the medical character not saving people), with the ending "X kills you", which is very witty.

After Lei Jun replied with an angry expression, such videos were taken down by Douyin in large numbers. This also reflects another characteristic of the player ecology of the Douyin platform - when the popularity of the game reaches a sufficient volume, players will inevitably produce some "abstract" UGC content, most of which are not malicious, but just "fun", and whether they can make good use of these contents, what kind of content to control, and how to guide them have become a good issue for projects that want to use the Douyin ecosystem.

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