Text/Qiuqiu

If I continue to play Honkai: Star Railway, I think the planner and I are going to go crazy sooner or later.

I believe that many people have been brainwashed by the magical singing of "Oh ~ Shawarma" during the National Day, and more or less seen, heard or participated in this crazy carnival.

But I didn't expect that just a few days later, "Honkai: Star Dome Railway" (hereinafter referred to as Honkai) also had a "carnival", a magical song in Chinese, Japanese, English, and Chinese Korean dialects "Sleeping Banana Little Monkey is Really Good" detonated the whole network, and netizens from all walks of life vied with each other to cover it, relive, and repeat it...... There is quite a momentum of "shawarma's comeback".

The brainwashing song in the four Chinese dialects "Sleeping banana monkey is really good".

Even the abstract literature of the lyrics is so neat

This wave of trendy marketing is related to the game's upcoming version 2.6 content, which tells the story of the villain Primordial Doctor, who made many people "ape" through atavistic experiments and turned into banana monkeys.

In order to cooperate with this strange biological strike, the official Hontie also conducted a "large-scale atavistic experiment" in the real world. The first is to change the official account avatar of Bilibili, Xiaohongshu, Weibo, Twitter and other platforms to a banana monkey to truly interpret the situation of being polluted by the experiment; The second is this vigorous and magical song, which has caused tens of millions of netizens to suffer from spiritual pollution.

New Game: Little Monkey: Star Dome Iron Banana

Of course, if you think that this is already the limit of Broken Iron at the level of publicity, then you may have far underestimated its ability to revitalize. From the point of view of Grape Jun's physical feelings, after a year and a half of operation and fermentation, Broken Iron has gone farther and farther on the road of madness, and the level of salute, pinching him, and playing with stalks has become more and more handy, free to retract and release, and like true feelings.

The whole operation of changing the official avatar is already handy

Even in the version announcement, you have to play with memes

Just like the new character animation and PV in this game, you may think "this is crazy", but you accidentally get on the head.

The art tone of the Trigger Club style is full of tension, the picture style of "Angel of the Stockings" and "Powerpuff Girls", and the singing voice of the Japan female singer Reol watching the house + rock + rap...... The combination of these wonderful but crazy elements is so self-consistent, the related videos and music quickly become hits, and the new character Ranpo is promoted to the new "daughter" of Honkai.

Character animation shorts

Character PV

In addition to the "content stacking" of this routine, this time the official Collapse Iron has also made great efforts in content creativity. The official account of the front foot has just been occupied by the banana monkey, and the back foot has been snatched back by a mess full of a sense of justice - therefore, the official Crash Iron has also achieved the achievement of "changing the avatar twice a week".

Ranpo regains the official account from the monkeys

Mess is also quite out of tune in the game. The official has created a complete set of cultural systems for it that are both secondary and crepe, such as all characters can be called "ninjas" by her, and the original doctor is "Royal Ape · Evil Shinobi", the protagonist is "Baseball · Ninja" ...... I feel that two of them are far more than Fischl of "Genshin Impact".

At the level of specific gameplay, in order to highlight the differentiation of Chaopo, Crash Iron has also created two ingenious designs for it.

One is that Ranpo can use secret skills to quickly slide outside the game, and resist all monsters' attacks (will not trigger attacks), which changes the situation that players may be found and attacked by monsters when exploring the box garden;

can wander around monsters, without triggering monster attacks,

When other characters get close, they will be chased and slashed by monsters

Some monsters that need to be forced to face can also be avoided through secret techniques,

Image source watermark

The second is that after the release of the chaotic breaking ultimate in the game, the game perspective will be changed to first-person, so that players who have watched the turn-based battle for a long time feel unexpectedly fresh.

From the above observations, we can see two directions of Honte's product strategy: marketing that best fits pop culture, and differentiated design that breaks the established content.

In the past, when Honkai Iron was not yet launched, what we talked about the most should be its art quality, gameplay cycle, industrialization ability, content performance, etc., these relatively orthodox game modules may be an important reason for the early success of Honkai, but now "Honkai Impact 3" has been 8 years, "Genshin Impact" has been 4 years, and Honkai Iron has also been a year and a half...... What really makes these products evergreen is the high quality and excellent content stacking?

At least this magical video has nothing to do with industrialization, right?

After all, thinking about it the other way, there are now products with higher research and development costs and good quality, but most of the latecomers have fallen into a failure.

To put it bluntly, the success and long-term operation of a game requires excellent product quality, but it also requires the importance of strategy in terms of design and marketing during operation. When making products, manufacturers may not only focus on a fixed design idea, but also use a development perspective to look at the entire life cycle of the game, and see more real things from strategy changes and player feedback.

For example, the strategic changes at the marketing and design level of Hontie directly point to a core demand of players: to make more cool content.

How to make users more happy?

One is to use popular pop culture to play memes to resonate and co-create with players. So you can see that since the launch of Broken Iron, the content of the game has become more and more stuffed with stalks, tributes, and pinching him, what "go to the dock and order fries on the hour", "gourd baby save grandpa", "eliminate the three evils around", "beggar", "beggar......", "begging Over time, players complained that "miHoYo made a game in the stalk." ”

The 2.5 version of the "Three Evils in the Periphery" meme that has just passed

Version 2.6 of the protagonist bursts foul language, rap rap content,

Image source watermark

Each version does not fall, the stalk of broken iron

You can open a single page of "Terrier Encyclopedia".

This marketing strategy is not only low-cost, but also easier to stimulate players' emotions, trigger secondary communication, and bring lasting popularity to the game. Just like the AI painting activity "Everything Can Be on March 7" when Hontie just started the service, 15 million memes were spread across the network in just a few days - who can find such cost-effective marketing without Hontie?

Breaking through the established content of the game is an important means to stimulate the user's refreshment with contrast. For example, why do you see the business performance of Hontie Huangquan so good? I think it has to be part of her mechanism of "being able to kill monsters directly from the outside", and similarly, the follow-up characters such as Crash Iron Drinking Moon, Flowing Fireflies, Flying Flying, and Chaos Break, all have strategies to differentiate their characters by breaking through some game mechanics and conventional performances, so as to attract players' attention and payment.

Flying in the sky switches to Yellow Springs, in a turn-based game,

Experience the cool feeling of mowing the grass without entering the round, the source watermark

After all, for today's users, the art, gameplay, and plot may be difficult to make them interested, and the performances full of tension and the unbelievable mechanics are more likely to provoke their nerves - as long as they are fresh enough, even if they are "messy and strong" - this Poetio's evaluation of chaos is unexpectedly suitable for the current Crash Iron.

Interestingly, not only Hontie, but also other products of miHoYo are also using this logic: breaking the established content to highlight the character longboard, bringing users a more intuitive sense of coolness.

For example, the idle gameplay of the characters Vervi and Teresa (Destiny is Inescapable) in "Honkai Impact 3", and Vita's first-person account all highlight the characteristics of the characters by adapting the game's original action loop mechanism - not to mention the copy "Elysian Land" in the game that can specialize all the characters' skills, which can be said to be a model of saving the game's long-term by breaking the mechanism;

Honkai Impact 3 and Honkai Iron Collaboration Character Fireworks:

The ultimate directly turned Honkai Impact 3 into a turn-based game

Another example is Yelan, who has the only level of mobility in "Genshin Impact", which is still remembered by many players, and the use rate of the character is quite high; After version 5.0, the game has added a lot of mobility and exploration abilities for new characters, which has been well received by many players.

The mobility of 5.0 characters has been greatly improved

Of course, this is not to say that it is a denial of the mature experience formed by the past two-dimensional iteration after many years of iteration, but in the current industry environment, it is difficult to be competitive just to make a "bucket machine" that is above the passing line in all aspects; And you say that it is not realistic to learn the industrial production capacity and content stacking of Honki, after all, it is difficult for other people's resource specifications to compare with themselves - I think it is this kind of ingenious strategy that has nothing to do with the amount of resources, which is where more products can be learned.

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