Text/Nine Lotus Treasure Lamp

I don't know if you have noticed, sometimes, some products have not been launched yet, but just a PV has been released, which can already make players show very clear likes and dislikes.

Especially in the content-based RPG field represented by two-dimensional games, PV is not popular, and there are many praises, which basically determines how much voice the product can have when it is officially launched. Players are increasingly reluctant to pay for games they haven't heard of.

But how can PV attract players to like it, and even be willing to keep looking forward to the game's launch? Is it that as long as you show your hard power in PV, show that you have strong technology and rich gameplay, you will definitely be able to attract enough players?

Judging from the current development of the industry, in fact, there is no generational gap in technology between the head manufacturers. You can stack a Palu play, and I can follow one. Under the bombardment of various "real machine demo PV", players are already very tired.

Why did the game only show a PV that gave players the first impression of "predetermined violent death"? Could it be that there is a problem with the presentation of PV?

Grape Jun naturally does not have the ability to guide everyone how to make PV, but we might as well take stock of those second tours that debuted and became popular, what are the PVs like? Perhaps we can find out why.

Let's start with my atrocities: when a content-based game has just released a PV, it is more likely to succeed if it can attract players to discuss its worldview.

01

Under the explosive PV, what are players talking about?

First of all, let's look at the products that have been successful, and how they did it in the first place.

The concept PV of "Ark of Tomorrow" released in 2017 has so far exceeded 10 million views on Station B, and the PV2 released later has also exceeded 4 million views.

After reading these two PVs, you will find that there is not even a description of the gameplay in them. Their content is generally similar: they all have a rock music as BGM, and the screen content is mainly some exquisite illustrations in the game, showing scenes in the game's world view, characters who will appear, and so on.

Generally speaking, after watching these two PVs, the main information that the audience can get is "the game seems to tell a dark and deep science fiction story, the cause of the story is related to a substance called the source stone, and its art design is cool and trendy".

In the ancient comments below the PV, players focused on the discussion mainly around the point of "what story will the game tell". Since the PV also contains some hardcore puzzle elements, there are still many players who are interested in discussing what the hidden puzzles in the PV point to.

Later, PV like "Ark of Tomorrow" seems to have become synonymous with "Riddler PV scam" because it has been referenced by many products. But in my opinion, the reason behind this is not the PV style itself, but the fact that it is simply understood as an "art display" rather than a "world view display", which is deliberately mysterious and mysterious, but the mystery is empty.

If it has the limitations of the times, then in 2019, there is another heavyweight second-game PV - yes, it is "Genshin Impact".

Let's dig away the many controversies of the year, just look at the PV itself, and you will find that although they are completely different from the PV of "Ark of Tomorrow", they seem to have some similarities.

From the first PV of "Genshin Impact", we can see that in addition to showing the gameplay and art, a lot of space is actually spent on the plot performance. When they show the characters, they don't dryly let the characters come out to show off their actions, but use the way of plot performance to reasonably release the close-up of each character. After watching this PV, the audience will also be able to basically understand the content of the Mondstadt chapter of Genshin Impact.

Before the launch of "Genshin Impact" in 2020, even the gameplay screens in the "Plot PV", "Theme PV" and "Main Story Preview PV" released by them disappeared, but through some illustrations, the game's world view and story theme were told.

For "Genshin Impact" at that time, perhaps the world view was not the most significant innovation point in PV, but this does not mean that its world view is not charming. On the contrary, after the PV was released, the metaphor or reference behind the world view of "Genshin Impact" also sparked a lot of discussion among players, and it has continued to this day.

As for miHoYo's later "Honkai: Star Railway" and "Jeopardy Zero", we can also see their full display of their unique world view, as well as a lot of discussion among players.

If the PV of miHoYo's follow-up products can be popular because after "Genshin Impact", they have brand appeal, then the other two topic works in recent years, "Ming Tide" and "Back to the Future: 1999", we can also find a little similar flavor in PV.

The two "concept CGs" of "Singing Tide" adopt a PV strategy similar to miHoYo's products, and also use stories to connect the actual machine demonstration. In the "Resonance Test Concept PV", they made an animation that was completely unreal, just to show the world.

After watching the PV, many players also said that they were looking forward to "Ringing Tide": it looked like it had the temperament of "Death Stranding", which was exactly what they wanted.

As for the PV of "Back to the Future: 1999", it is more like inheriting the style of "Ark of Tomorrow", but making changes on top of it. Their content is basically a pure plot performance mix, but the interesting thing is that through such a few small animations, it is enough to attract many viewers to leave messages analyzing what the worldview is expressed in the animation. The PV line of "So You Have a Mother" successfully went out of the circle, and keywords such as "British flavor" and "occultism" of the game formed players' first impression of the game.

At this point, the reason why these products have attracted attention since their surrender has been revealed is close to clear: they not only have their own product strengths, such as strong art, refreshing combat, etc., but also have attractive enough worldview settings.

Those products that have earned a lot of attention before they are launched are actually the same - for example, "Alien Ring", which is regarded by many people as the next heavyweight product of the big world game, in addition to its many innovations in technology and gameplay, this kind of "science fiction + weird talk" world view is also the key to attracting many players' expectations.

On the 2D-based second-game track, a more interesting example is "Cedar", a product that is not highly discussed in the industry, but has an amazing number of PV views.

By showing their unique "Soviet fantasy" worldview, they have already received nearly 3 million views on station B. Players complained that the gameplay and graphics were not excellent, and at the same time, they were curious about the content of the game.

02

Be attractive first,

Let's talk about "PV fraud" again

Not only the second game, but the vast majority of RPG games that focus on content can attract enough attention before they are launched, and they are basically inseparable from the worldview - the PV of "Showa Rice Story", which shocked players in China, Japan and the United States a few days ago, fully demonstrates the attraction that a unique world view can bring. Some people even said that it doesn't matter if the gameplay and graphics pull the crotch, it just costs money to go to the theme park.

This kind of inclusivity shown by the players may surprise some projects: that's not what they said to me!

The player said that he paid attention to the content, so the project made exquisite art in the PV, and there were a lot of performances; Players said that only the video of the art display was a PV scam, so the actual machine demonstration became an indispensable content of the PV, and the gameplay was also redone as much as possible to show the rich gameplay of the product.

But in the end, what I got was the player's sentence "What a formulaic second game, no recognition".

But in reality, the player's appeal is not false. However, a lot of the discussion is based on a default rule: your subject matter has to be unique enough in the first place.

It's a cliché logic. However, with the emergence of content-based games in the past few years, there are now a lot of formulaic games on the market. These products obviously didn't do much scrutiny of the world view, and they hurriedly launched a popular theme and popular gameplay, which planted the seeds of danger for the subsequent development.

Just like the logic of the word "PV fraud", the reason why it is said to be a fraud is because the subject matter shown in the PV is too attractive, and the gameplay of the product itself is not enough to match its grade. If the theme of the PV itself is not outstanding enough, then there is no chance of fraud.

Look at some products that are not so remarkable, but can still harvest a group of stable players, and also have a unique enough world view: such as "Infinite Lost" and "Resonas", the latter even paid for real plot animation.

In recent years, domestic game production technology has advanced by leaps and bounds, and we tend to regard technological progress or gameplay innovation as the core competitiveness of our products. However, with the peak of the number of users, the saturation of technology and the segmentation of appeals, the degree of differentiation of worldview themes may be the key to determining the survival of products in the future.

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