It costs more to love him

Written by Meng Huiyuan

Editor/ Chen Dengxin

Typography/ Annalee

"Love and Deep Space" has exceeded 1.6 billion yuan in half a year since it was launched, the hip-hop circle vs. the B game circle dominated the hot search for several days, and the export to domestic sales of Rukite was officially launched...... Yiyou, who constantly contributes hot topics to the outside world, is indeed out of the circle.

In the conflict between traffic events and topics, with the continuous exploration of the outside world, the public's misunderstanding of Yiyou has always been uncovered was finally revealed: although the circle is small, the conversion rate is very high.

Among the orders of many players, there are many people who draw hundreds of thousands of yuan of cards with krypton, some people eat grain and hoard a large number of materials and finally put them to eat ashes, and some people buy co-branded brands and frantically crowd offline stores...... Under the temptation of the male color (the male character of the second game), "if you love him, you have to spend more money for him" is not only the motto of the players, but also the compass when acting.

"Like a Kite" was launched in January, with 1,000 small krypton and 10,000 large krypton

Qi Qi, a veteran B game player who has just transferred from "Love of Light and Night" to "Like a Kite", feels that he is a very rational little krypton micro liver party, "It took more than 3,000 to play Light Night for a year, and more than 1,000 for a month to open the service for Ru Kite." From the comparison of krypton, it is not difficult to see that Qi Qi prefers Ru Kite, "Ordinary B You are you to attack the male protagonist, and you will have a favorability, such as the kite is the male protagonist to attack you, how you choose has your reason, because you are the target of their strategy, and directly fill the emotional value." ”

"I first entered the Yiyou pit when I swiped a certain male protagonist on a short video, and I thought it was very attractive for me to learn about it through various channels, and finally I went to play the game and interact directly. Of course, many dream girls regard the male characters in the game as their boyfriends or husbands, but I'm just like reading a novel, mainly looking at the story of the female protagonist and the male protagonist, and it's also cool to occasionally substitute for yourself" Qiqi Krypton Gold is also to push the progress of the plot, "In fact, the most money-saving way is not to play games, and Station B Cloud will be finished, but many editors will not cut the complete cut in, and some antecedents and consequences will not be cut in, so it's better to play it yourself, and you can gain a complete game experience." ”

In Qiqi's words, when playing "Love of Light and Night", although you can finish the plot on Station B, you can only wait for the reproduction of some limited-time things if you miss them, or if you miss some out-of-print plots, you can really only watch the cloud plot or buy a game account with a related plot, "But I'm an acute and a bit of a collector, so I will krypton gold, and those who don't want to spend money have to work every day." ”

Such as krypton gold gift packs

As a player who opened the service such as a kite, after more than a month of experience, Qi Qi also recognized the name of "Crazy Gambling Kite" recommended by the player, "Because it is necessary to arrange different secret agents to fight to advance the plot, there is a very useful secret agent named Yang Xiu in the early stage, he beats people is throwing dice, the bigger the number, the higher the damage, you have to bet on him to throw a large number to fight through, at the beginning I bet on dozens of bets, like this can't beat it, you have to krypton gold or precipitate for a few days, accumulate resources to improve the ability of secret agents, or draw cards to draw a powerful one, Later, if there is a better agent, I will not use him. She also teased herself, "I'm all a little fight, there are tens of thousands of krypton on Xiaohongshu who have been exposed to the kite, and these rich sisters see that the IP is all Singapore, the United States, ......"

Yue Lin, a player of "Love and Deep Space", has another style of painting, "After the depreciation of the game, what is the use of getting a card?" Like a kite, if you can't draw a secret agent you like when you draw a card, and you spend a lot of money, you can only go to Xianyu to sell it at a broken price to return blood, and then change it to raise it. But the grain is different, you can at least get the real thing, what you ask for is a sense of realistic companionship. ”

However, Yue Lin also said frankly that there are also troubles about eating grain (millet is Goods, which is a peripheral product derived from copyright works such as comics, animation, games, idols, and special effects, and belongs to two-dimensional related products, eating grain means buying badges, stands, posters and other character peripherals), "The most important thing is that it costs money, and the first phase of the grain has not been eaten much and has cost thousands of yuan, not to mention 200+ cards, and you will buy a lot when you are crazy, and you have to wait carefully when you get it, otherwise it will be rusty and yellow, It's also a matter of eating ashes when it's kept in the cabinet all the time, and I bought it with a special favorite. ”

Yue Lin, who has gone through a lot of torture of renunciation, recently had to give up some grains in order to prepare for Double Eleven, "It is also a bunch of plural bars, Q version stands, and fans that I have entered but don't feel very fragrant, leaving only the valley that can directly beautify my face and crit." This is why I don't like to be very obsessed with eating valleys, and those powerful players who like to set up for self-promotion are really big. ”

Eat grain and set up a picture

Of course, whether it is looking for emotional sustenance in all kinds of male protagonists, or abandoning virtual data to chase physical objects such as millet, or crazy kryptonite card drawing to catch up with the progress of the plot, it is players like Qiqi and Yue Lin who are willing to work for Yiyou and its peripheral products or liver or krypton that have created an increasingly huge Yiyou market.

Falling in love with a paper man costs a lot of money

The above player sharing can let us see a rich enough ecology of B game players.

Judging from many interpretations from the outside world, otome games take women as the protagonists and start romantic love stories with multiple male characters, which is a representation of young people looking for emotional sustenance in the virtual world, which is not just a pastime and entertainment, but also meets the multi-level psychological needs of modern young people in some aspects, that is, carefree virtual love.

The point is that after interacting with the virtual characters of Yiyou, some players even begin to yearn for a deeper experience and a deeper emotional connection, and the progress of buying peripherals and krypton can be regarded as products driven by such emotions.

What's more, such a player shared, "I dreamed that Xia Mingxing and I were very good friends in college, and his smile was very bright, like a small sun, which made me feel extremely warm." On his birthday, I pretended to accidentally fall into his arms, hugged his waist and pretended to be temperamental to ask him if he liked me, but he hesitated for a long time and did not answer, his green eyes were full of sadness, and he whispered after I asked him repeatedly, MissI like you, but what about your real life? At the end of this dream, I was eating, I bought a lot of food, and some of it disappeared suddenly, but I didn't panic, I subconsciously felt that Xia Mingxing had eaten it, I was with Xia Mingxing, and then suddenly someone next to me asked me in horror why I ate so much while talking to myself. ”

This player's sharing can be extended to the most controversial topic (leading the battle) in the current B game circle, that is, "Dream Girl".

Some players explained, "The word dream girl was first spread from Japan, and it is used to describe women who fantasize about their various interactions with a certain image or idol of the second dimension, and sometimes they will set up an interactive woman who represents themselves, which is one-way, and there is usually only one character who is dreamed." If you like a certain anime character, set up an image to interact with him, make a video and draw it out, and use the title Dream Girl to be very suitable, because you really can't interact substantially, you can only use this way. ”

Some players will classify other people as "Dream Girls" because of their interactions with their favorite characters. The fuse that caused the scuffle between the hip-hop circle and the otome circle was caused by this - in early August, hip-hop singer Naiwan posted a news on social platforms, and the copywriting involved the characters in the otome game "Love and Deep Space" under Papergames. In a self-substituted tone, she affectionately called one of the male protagonists, "Qi Yu", "Brother Yuyu", and some players suggested in the comment area that Naiwan add a special topic tag to the dynamics, so as to remind those players who mind "dreaming in public" to take a detour. After that, Naiwan claimed to have been complained by netizens, to Parker's diss song to join the battle, and then to the official statements of Paperstack and major B games, which can be called the biggest circle collision in 2024.

Players who are bound by the so-called default rules will actually feel dissatisfied, "Suppose there is no dimensional separation, you and your husband are married, the relationship is very good, dating every day, posting a photo with your husband, and then others comment that you are a dream girl, which means that these are all interactions between you and your husband unilaterally fantasized every day, and then said that this is the rule of the circle, is it appropriate?" ”

A netizen summarized the ecology of B games

But regardless of whether the "Dream Girl" controversy can be concluded, for the game itself, the collision of players' various emotions not only means a considerable amount of traffic heat, but also further stimulates their super purchasing power. After all, under the temptation of men, "if you love him, you have to spend more money for him" has become the motto of many krypton players.

Aside from the income of game recharge, since the beginning of this year, the Yiyou co-branding is the most mentioned direction, such as the new tea drink track, Heytea took the lead in co-branding with "Love of Light and Night", contributing to the famous scenes such as the accumulation of small tickets, the clerk's crazy back role, and the player getting married on the spot. Tea Baidao and "Undetermined Event Book" are co-branded, and the online orders are all around the show...... It is undoubtedly a strong evidence of how popular emotional consumption is represented by the "B game economy".

The joint name of Heytea and "Love of Light and Night" is quite popular

The rapid expansion of the business territory of Yiyou

"The heroine of Light and Night is a costume designer, and you will meet five male protagonists, namely the vampire boss who pulls to the limit, the handsome and confident doctor rich second-generation fiancé, the childhood sweetheart is a younger brother star, the boss of the millennium fox, and the cool brother racer, each male protagonist has multiple identities, and there is always one that can poke your preferences." Qi Qi revealed, "In fact, behind each male protagonist should be a team, every sentence is designed, and it can give players a lot of emotional value, at least for me." ”

The five male protagonists of "Love of Light and Night".

In fact, behind the emotional value that players frequently pay attention to, we have to mention the rapidly expanding market size of Yiyou, as well as the rapidly expanding business territory of related manufacturers.

Looking back on the development process of domestic B games, the earliest can be traced back to the end of 2017 "Love and the Producer", which became popular because of the promotion of a boss Li Zeyan. According to the data, in just one month after the launch of "Love and the Producer" in 2017, the number of downloads exceeded 7 million, and the cumulative turnover exceeded 200 million yuan, easily topping the Apple App Store.

Followed by the "Four Great B" period composed of the papergames "Love and the Producer", Tencent's "Love of Light and Night", miHoYo's "Book of Undetermined Events", and NetEase's "Painted Traveler in Time and Space", the four games have their own out-of-the-circle characters and loyal players, such as the game "Love of Light and Night" launched in 2021, and the turnover exceeded 12 million yuan in the special event on the two days of Qixi Festival alone.

The market pattern of the "Big Four B" lasted until the B game war on January 18 this year. According to public information, "Love and Deep Space" will obtain the game version number in March 2023 and will be in public beta on January 18 this year. Different from the previous 2D hand-drawn images, the male protagonists of "Love and Deep Space" are presented through 3D modeling. Judging from the turnover of the second game in April 2024, the turnover of Paperfold's "Love and Deep Space" in April reached 270 million yuan, although it has dropped compared with the first server, but it is still ahead of the fault.

In contrast, the turnover of "Beyond the World", which was launched in the same period, fell to less than 80 million yuan in April, although it ranked second in the B game market, but compared with the turnover of more than 200 million yuan in March, it fell by 60%. The original pattern of the four major countries has not changed much, although "Love of Light and Night" can't beat the two new B games, but it is still in the leading position in the old B game, "Love and the Producer", "Undetermined Event Book", "Painted Traveler in Time and Space" The turnover is basically around 10 million, and the gap is not big.

Four months after the B game war, the pattern of the entire B game track has gradually stabilized, and the six top B games have almost occupied 90% of the national B market share. Since then, the Yiyou track has opened the era of "one super and many strong".

Until Lingxi Mutual Entertainment's first otome game "Like a Kite", which was officially launched on September 25 this year from export to domestic sales, it added a new fire to the competition in the track - in terms of iOS revenue for 12 days of public beta, the total iOS turnover of "Like Kite" reached 56.6 million yuan, and the turnover of "Love and Deep Space" reached 105 million yuan in the same period, which was nearly double that of "Like a Kite", and "Beyond the World" was 25.3 million, which is 45% of "Like a Kite".

The actual development of "Like a Kite" remains to be observed by the market, but the more active the B-game manufacturers are, the stronger the market growth momentum.

According to the "2024-2029 China Women's Market In-depth Research and Development Trend Report on the Game Industry" released by the China Research Institute of Puhua Industry Research Institute, thanks to the increase in the number of female gamers and the improvement of spending power, otome games have grown significantly. Among them, the scale of the domestic female-oriented game market will reach 16.62 billion yuan in 2022, a year-on-year increase of 12.8%, and this growth trend is expected to continue in the next few years.

What is certain is that in the bigger and bigger B game market, whoever can accurately provoke the emotions of players will be able to get a big "cake" first.

END

Meng Huiyuan

Email: coopert@163.com

Introduction: You can talk about poetry and distance, and you can also talk about tea and streamers

Key focus areas: Streaming media, internet healthcare

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