Another addictive celebrity cosplay | GameLook | GameLook.com.cn

GameLook report/Boomerang has put “Honor of Kings” on the hot search list again after three months.

Here’s the thing. At the end of last year, “Honor of Kings” launched a series of New Year’s Eve activities, linking Qi Wei, Guan Xiaotong, Wu Xuanyi and other stars to cosplay characters in the game. The appearance of many top idols with exquisite makeup effects “shocked” the celebrity fans and king players all over the Internet, and many popular videos were released overnight that received millions of likes.

In addition to calling for support for their favorite idol stars, some netizens made another request: We want to see Lu Bu cosplayed by Sun Yizhou! This comment attracted nearly 200,000 likes, obviously arousing widespread resonance among netizens.

Netizens should understand: in the popular “Love Apartment” that year, the classic character “Lu Ziqiao” played by Sun Yizhou was already nicknamed “Lu Xiaobu”. He also played a guest role in an episode of the third season. The “real Lu Bu”, with his handsome features and handsome eyes, is one of the classic scenes in the hearts of many fans of “Love Apartment”.

“Love Apartment 3” film and television screenshots

The enthusiasm of the vast number of netizens gathered into a mountain and sea, and even alerted Sun Yizhou himself to speak out. He responded on his personal Weibo account: “I heard that you want to see me cosplay Lu Bu?” “Honor of Kings”, which always pays attention to the opinions of players, immediately responded and said, “I will arrange the armor.” During the back-and-forth between the two parties, SunYizhou said he wanted to cosplay Lu Bu#, SunYizhou responded to cosplay Lu Bu#, and many other hot topics were posted on the hot searches, triggering expectations and speculation among netizens: Is there another linkage?

Fast forward to April, many people have already forgotten this anecdote from a few months ago as a joke, but it turns out that “Honor of Kings” has always taken the fans’ demands to heart. Yesterday, the King of Kings suddenly released the official picture of the cosplay collaboration with Sun Yizhou, and there was a “surprise attack”. Three months later, the dream came true. This kind of thoughtfulness made many Sun Yizhou fans and king players shout “official favorite fans” and “Xiao Wang listens to advice”!

When a national game “opens the door” for players

How popular is this collaboration? Let’s look at the data first.

On the night of the release, topics related to cosplay with King Sun Yizhou were ranked second on Weibo’s main list of hot searches/first on entertainment list, Top 24 on Douyin’s main list/Top 1 on entertainment list, Top 4 on Kuaishou’s main list/Top 1 on entertainment list, and hot searches on Station B First, the fifth most searched on Baidu; the video posted by Sun Yizhou’s personal Douyin account attracted nearly 3 million likes overnight… It is not an exaggeration to say that the popularity of this event has detonated the entire Internet.

There has been a lot of attention from the public, but from the perspective of the industry, GameLook’s first reaction was “puzzled”: the Honor of Kings in the same period was not on the version node, and this linkage did not bring about more commercialization. promotional content. Starting from conventional marketing planning thinking, neither selling skins nor promoting a new season, what exactly is the goal of this linkage plan? How to evaluate the returns afterwards?

It has to be said that GameLook’s long-term immersion in the game industry has also developed an ROI (return on investment) mentality that counts every dollar. However, the “Honor of Kings” project team may have a simpler idea: not to “bring goods”, We simply want to help players realize their dreams.

This linkage with Sun Yizhou can be regarded as the DLC of previous celebrity Cos activities. It can be said that under the overwhelming voice of netizens, “Glory of the King” has specially set up a time point this time to “start a small stove” for fans.

In terms of film quality, the collaboration with Sun Yizhou also continued the specifications of the previous Cos event, without any fuss. From the leader’s crest to the black iron armor whose proportions are a bit anti-human, Lu Bu’s full-body makeup in the game is faithfully restored on Sun Yizhou’s body. The lion’s head on his chest is glaring with anger, and he is full of domineering power.

Needless to say, netizens are indeed very venomous. Although Sun Yizhou’s previous performance of Lu Bu in “Love Apartment 3” was just a guest appearance, when he dressed up in full outfit, he really made Lu Bu of the Three Kingdoms “a majestic and majestic man”. Han, the sword-browed and the tiger-eyed are better than Pan An”‘s heroic spirit is vividly reflected. After watching it, the players exclaimed: “It’s what everyone expected”, “We’ve invited the real Lu Bu”, “It’s like I cosplayed myself!”…

According to the experience of the last Cos event, the project team also had to invest a lot of energy in order to “start a small stove” this time. In addition to inviting celebrities to coordinate schedules, King of Kings officials revealed after the New Year’s Eve Cos event that in order to fully restore the texture of clothing and accessories, many props are custom-made by hand. Just an ordinary set of armor takes one to two months to complete; and Lu Bu’s full-body armor design is more complex, and the construction period must be much longer.

The Cos wig used by Guan Xiaotong was handmade and weighed seven kilograms

In addition, the project team specially invited well-known makeup artists and prop designers in the industry to work together to design looks for the stars. At the same time, internal personnel were required to participate in the entire process and closely follow up from early planning, costume design, scene construction to final photography. The whole process of the film. Due to the numerous processes and the spirit of excellence, the entire Cos show contains a huge amount of detail restoration, and this may be the reason why this linkage finally took three months to meet the players.

Most projects in the industry do not have the guts to make such a decision to “make a big splash” for a non-commercial event. But the official perspective of “Honor of Kings” may be different from this. For this national game, actively and openly responding to players’ demands and implementing them with heart is no longer their “highlight moment”, but a long-term norm.

When “Little Fan King” Becomes a Brand

Readers who are familiar with Honor of Kings may know that this product has always had an identity called “Little King”. It is both the project team’s self-proclaimed name and the players’ nickname for it: This game, which has always been ranked number one on the best-selling list, has been looked up to by the industry, but when it comes to players, they strive to be “down-to-earth” and show Respect and even a somewhat “humble” image.

In addition to adding cosplay in response to players’ calls, past cases have repeatedly proven to us that “Xiao Wang” is not just showing off, but also fully implements the two levels of “listening” and “doing”: listening Player needs are prioritized and then actively promoted to implement the needs in the game.

In order to deal with the various problems that players encounter in daily play, “Honor of Kings” has organized an “Open Microphone” event to allow players to directly talk to the project team – in the “King’s Camp” APP, there is an active program called “Planning” The account is open”. The project team will send a planner to be “on duty” on this account almost every day, taking turns to answer questions for players. If players have concerns about the balance of heroes, want to report game bugs, or make suggestions for improvements, they can directly communicate with the planner on duty that day through this channel. “A repair is being arranged” and “The problem has been located” are the most common responses given by this account.

In the industry, we have often seen teams that claim to “understand players better than players.” In the current gaming circle, public opinion disturbances due to players’ distrust of the project team are becoming more and more frequent. On the side of “Honor of Kings”, project team members took the initiative to sit with the players and help players solve problems with a professional, calm and objective attitude. Players also actively expressed their warm and encouraging words to the project team. Show equal respect.

It is precisely because of such open communication time and time again, the integration of playing tricks with players, and the continuous implementation of player feedback from the two levels of “listening” and “doing” that this product relies on its diverse Specialized communication methods have achieved the effect of “exchanging sincerity for sincerity”, thereby successfully establishing a mutual trust relationship with players.

King of Glory is taking a road no one has traveled before

Recently, “how to serve players” has become a topic in the gaming circle, and the slogan “focusing on listening and persuading” has been heard a lot. But if you really want to surprise players from the bottom of their hearts, you have to create event content based on player needs.

Ultimately, it is indeed a laborious task to create an event that resonates with players. Whether it is promoting the implementation of this Sun Yizhou cosplay, or establishing normal communication channels such as “planning open mic” and listening to the actual needs of players, a large amount of manpower and resources must be diverted from the game product itself. resource. For most products, this is an unaffordable cost. Even if you want to make a similar design, it must be tied to other commercial content to spread the expenditure as much as possible to “kill two birds with one stone.”

As the top-ranked mobile game product in China, “Honor of Kings” has the ability to explore more ways to connect itself with users and invest more resources in activities that serve players. This Sun Yizhou cosplay is an excellent window for daily brand building. Although it does not directly serve commercial goals, it is the constant occurrence of such “highlight events” that keeps “Honor of Kings” active in the public eye with a positive image.

“Honor of Kings” is such a sincere attitude towards users, which is surprising. As the market moves towards stock competition, GameLook believes that game users will gradually be transformed into scarce resources, showing increasingly higher competitive value. Looking at the current industry, “Xiao Wang” has made excellent cases in terms of serving users. Under the ever-changing market landscape in the future, we also look forward to seeing “Honor of Kings” come up with more sincere means of user communication and continue to build a communication environment that “connects hearts to hearts.”