On October 30, "Yin Yang Shi" opened a new sign -in achievement system -login for a total of 3000 days.Since September 2, 2016 on the iOS platform public beta, this game has accompanied the players for 8 years.
Looking back at the domestic header and two -tourist tour that was launched in the same year as "Yin Yang Shi", the situation is not good now.The revenue of "Girls Frontline" has declined, and in the past year, it has rarely appeared on the iOS best -selling list. In October this year, the game announced the suspension due to the version number related issues in the cooperation agreement."Crash 3" is facing the problem of homogeneous competition in the type of gameplay. After the second part of this year, the new content has also triggered a certain amount of controversy, resulting in the decline in flowing water.
"Yin Yang Shi" is different.In the past two years, the game can still return to the top 100 in the best -selling list every time the version is updated. At the 8th anniversary, it will be 6th place in the iOS bestseller list.Such achievements even exceed many new two -tourism.For the current fierce domestic second tour market, Evergreen of "Yin Yang Shi" is a miracle.
"Evergreen Products"
So how can "Yin Yang Shi" be a long lineOperating?What did it do and what did it avoid?
The first batch of "pioneering users" second trips
In, "Yin and Yang Shi" has a nickname- "Second Emperor Emperor".It is said that it is "first" because the launch time is early; "Emperor" is because it is the head product of that era.Many people believe that it is one of the first domestic two -dimensional tourism in China.
In the end -of -game period of time, most manufacturers target male users during operation.In the early years, the second tour market also showed the same characteristics.Since 2013, with the development of the mobile Internet, users in the mobile game era have shown explosive growth.This growth is not limited to gender and age. As long as you have a mobile phone, it becomes a potential game user -this also gives birth to the concept of later "National Games".
At the same time, the domestic pan -two -dimensional cultural circle layer is also developing at high speed.The core two -dimensional group has shifted to the Internet to develop a new position. Social platforms, video websites and other channels have accelerated the popularity of second -dimensional related subcultures.
Under this trend, female users who are interested in the second dimension and pay more attention to content (especially art) have become an important new force among gamers.They have high demand for social networking and have evolved unique preferences on social platforms.
"Yin Yang Shi" is exactly the first batch of "pan -user" air outlets at these two levels.In terms of art, the game adopts Japanese art and Japanese themes, but it has made different degrees of addition and subtraction in the wind, and strives to be aesthetic and mysterious. The overall content is highly unified.", Is very attractive to the pan -dimensional group.
"Yin Yang Shi" has become the youthful memory of many people
early 2017, Baidu IndexIt shows that female users in "Yin Yang Shi" account for 44%.At that time, Weibo was the main position of "Yin Yang Shi" player.By 2020, Xiaohongshu became the second largest main position of "Yin Yang Shi" players. The topic view of the topic has exceeded 680 million times.
In terms of operation, "Yin Yang Shi" also pays great attention to the content of pan -users and the public.Earlier, most of the marketing marketing of the second trips basically only faced the core two -dimensional group, and "Yin Yang Shi" not only abandoned the controversy in the early two -tour marketing activities, achieved "all ages should be suitable", but also carried out public welfare and cultural linkage publicity.To a certain extent, let the public understand the positive side of the second dimension culture.
After 2016, when "two -dimensional" gradually accepted the society and established a broad concept of two -dimensional element, the operating strategy of "Yin Yang Shi" shows obvious advantages.: At all kinds of ACG exhibitions, "Yin and Yang Division" related creations and COSPLAY frequently appeared, and often appeared on social platform hot search. At the same time, the game also appeared very active when it came into contact with fellow creation, and incorporated the fan economy into part of the marketing.
It is worth mentioning that because the launch time is earlier and the second tour market has not yet been subdivided, although it is also regarded as a game that values content and sells characters, "Yin Yang Shi" is in the yin and yang division.During the operation, it is rarely affected by gender issues.Xiaoye, an old player who has signed in for 2905 days, told me: "In" Yin Yang Division ", everyone pays more attention to the game itself, and the Royal Soul (game equipment) is good." The project team will not actively mention this direction during operation during operation.In the content, the player community also lacks the soil of discussion -in a sense, despite the changes in the times, this is still worth learning for the older second tour and the newly launched second tour that is still operating.
"Pay more attention to ip"
"Division "" is actually quite "heavy".Its gameplay framework refers to the "Demon Summon", which performed well overseas at the time. This set of gameplay has been verified by the market, but it is also more complicated.As far as "Yin and Yang Division" is concerned, whether it is the role of the role, the types of level materials, or the high expansion of fighting, are higher than many of the current heads of heads.
In other words, it is very "liver"
This allows "pan-user" to a certain extentWe are very small.The player empty the moon told me that the gameplay is quite complicated to her. She watched many teaching strategies on Xiaohongshu and B station on the station B. It took more than a month to gradually master.
The empty moon is in his 40s this year, and is a office worker from nine to five.Prior to "Yin Yang Shi", the heaviest game she had played was "Defend Radish".In September this year, her daughter was promoted to high school and had to concentrate on preparing for the exam, so she gave her the account of "Yin Yang Shi" who had played for 5 years and let her "replace the liver".
She showed me some notes, including the "long discussion" of netizens, and her own sorting and summary of the existing strategy on the Internet.She labeled some key parts with a red mark and added some of her own understanding.
"I think the most difficult thing is to fight. I basically do fully automatic operation, because I do n’t know how to manually (operate), and I can only take general scores (and rewards) automatically."Kong Yue laughed and said," In fact, I am not very interested in the games gameplay. The reason why I can persist is because the gameplay is formulated, developed and rewarded."It is difficult to change", of course, she insists on playing "Yin Yang Shi" another reason: find more common topics with her daughter.
Note made by empty moon
For other players who play "Yin Yang Shi" for a long timeIn the end, after being familiar with gameplay, subject matter, and art style, the emotional value and companionship of IP are important reasons for them to continue to choose this game.Some players mentioned to me that in addition to the "ontology", they generally played the "Yin Yang Division" IP derivative game, such as "Yin Yang Division: Bai Wen Card" and "Decisive Battle!Ping An Beijing.Third -party data shows that these derivatives can often get quite good results in a certain period of time. Although the subsequent performances are different, they still objectively promote the retention of the game -many players who have tasted the derivative games, and in the endBack to "Yin Yang Shi".
At the same time, these derivative works also helped "Yin Yang Shi" consolidate the IP matrix.According to the 2018 Gamma data "Yin Yang Division" IP Value Analysis Report, the IP value of the "Yin and Yang Division" reached 46.8 billion yuan.Judging from the discussion on social platforms, these derivatives bring huge social value as an IP, and even some "retreat" players are still keen to participate in the discussion of related topics.In general, players IP loyalty has become one of the key factors for the evergreen game.
In the past two years, the brand marketing of "Yin and Yang Division" IP has no "big move", but is stably linked according to several main types: the first is the game content, find to find, find to find the content of the game, look for the content of the game.IP linkage that meets the needs of players; followed by cultural and creative skin or items that link to traditional culture and non -heritage arts; in addition, there are IP authorizations that cooperate with physical brands.
Service operation
"Gen" and "dry", then service work is "branches".For a long time, "Yin and Yang Division" is the leader of the service in the second tour market.Together with the "roots", "dry" and "branches", we can build a long -sized super IP game.
The service is divided into two types. One is to continuously introduce new content to meet the content of the players content; on the other hand, solve the problems encountered by players during the game operation.
Content consumption is the main factor affecting the life of the game. For a second tour that requires a lot of content consumption, this problem is even more severe: the products of the past ideas are difficult to accept, and old players and old players and old playersDue to large and small operating issues, it is endangered.As a result, most second -tour manufacturers will not focus too much on single products, but do long -term IP.
In this direction, although "Yin Yang Shi" has spent a lot of effort on the IP matrix, the game content itself has not been left out.In the past two years, "Yin and Yang Division" has maintained a high frequency of update, and activities have continued.Players can still get enough experience through the game itself.
However, this operating strategy also brings some new problems: many old players gradually entered the society from their school days, decreased in spare time, it is difficult to draw time to experience the heavy game contentEssenceToday, most of the new players measure the "Yin and Yang Division" at the standard of contemporary two tour, and believe that it is too "liver" and tired.
In this regard, the response strategy of "Yin Yang Shi" is "quickly feedback" to enhance the players good impression of service.In the official account or topic of "Yin Yang Shi", there are many players criticizing the game.Most of these criticisms are related to the core cycle of gameplay, and demanding burden reduction is an important demand.If it is feedback related to values and balance, the project team can always be adjusted within 24 hours.
Under some dynamics of the official reposting Erchuang, it is full of players thirst for optimizing the burden reduction
Xiaoye said: "I feel that the project team is really turning the advice of players every day. In the game, we can directly write a Writer list for NetEase, or give feedback directly with Xinyi customer service manager (Netease exclusive customer service channel). I used to thinkLiver dog food is not very friendly to old players. It is required to automatically replace dog food settings, and it really waits in the later update.For example, when participating in the event, you can bring a friends style god, solve some difficulties of new players, and also facilitate old players to practice trumpets.Not only that, the game also provides a lot of side gameplay -the war chess in the recent event has attracted many players.It is worth mentioning that at the operation level, large manufacturers generally have mature feedback systems and exclusive services for large R, such as Tencents "Xinyue Member" and NetEases ""It is easy to serve", but the second -tour project of Chinese and small manufacturers is difficult to achieve this -this may be due to lack of resources and experience, and it is difficult to maintain long -term services; but on the otherDuring the announcement, the excessive emphasis on "providing emotional value" leads to the deep binding of the game with content and characters, but it is not conducive to the more universal operating work in other category games, and even triggers players public opinion.
Conclusion
Overall, the evergreen of "Yin Yang Shi" cannot be separated from the projectThe groups accurate control of game positioning, long -term layout of IP, and detailed service work.Many times, these factors are not intentional, but to explore in the process of adapting to games and market development.
8 years later, due to the differences in commercialization models, "Yin Yang Shi" has not adapted to the accurate definition of todays "two tour".However, it may be because the project team does not set the "two tour" as a fixed goal, but does a "fun game" that "Yin Yang Shi" can not be subject to the standard of the second tour, and its marketing method is alsoIt affects many subsequent projects.
In addition to the success of the product, "Yin Yang Shi" has a very important historical significance: expand the size of the circle of domestic two -dimensional culture -it is the first of many peoples first peopleTwo tour, these players have been exposed to the second -dimensional culture through the game, and then become deep enthusiasts, and also become the consumer entities in the domestic two -dimensional mobile game market.
Today, we can still see the idea of "Yin Yang Shi" from many new games -not limited to existing constraints, but to see the "two -dimensional" depending onFor a style, we open ideas in gameplay and make their own characteristics in operation.These games do not necessarily reproduce the glory of "Yin Yang Shi", but the innovation they contain may provide some inspiration for the current second -quality second -tour market, which can be used as living water.
