Shulou(Shulou.com)11/24 Report--

As a phenomenal game, "the original God" not only harvested a large number of players, but also began to co-sign crazily, and was called "joint demon" by netizens.

According to statistics, from January to September 2022 alone, "Yuan Shen" carried out at least 14 brand names, involving catering, retail, finance and other brands.

In these joint names, some of the players became a carnival, the event launched the day, crowded Mini Program, but also began a crazy second creation. But some of the response is mediocre, and even players think that there is a suspicion of harvest.

What do gamers think of joint names? What on earth are they buying when they buy game co-names? We talked to three Kryptonian players.

Players are willing to pay for love, but it should also be practical in 2021. With the launch of linkage between "original God" and KFC, players can buy a specified package at a designated theme store and say the code "meet in another world and enjoy delicious food". You can get game-limited props.

After the start of the event, players flocked to KFC Mini Program to order, the scene comparable to Singles Day rush to buy, the package quickly sold out. At the same time, some players will go to the store to buy a set package of video uploaded to bilibili, which has received millions of views. Weibo topic # original god KFC is also on the hot search, read hundreds of millions of times.

(photo source: bilibili) in 2022, the number of joint names of "original gods" increased, and similar hot scenes continued to appear.

In the interview, @ Xiliangua (pseudonym) told us that as a player, he didn't hate joint naming activities, even quite supportive. "because the game is always a virtual thing, co-naming actually enhances the sense of existence of the game and makes the code become something that you can actually feel. Many players have krypton habits, so it is generally accepted to pay for love."

@ Baibo (a pseudonym) also thinks that he doesn't mind joint activities at all. since the first joint name, he has paid attention to related activities, and most of them will participate, but many joint products are too difficult to rob.

For these players, the love of "original God" is the first motivation for them to participate in joint activities, but which joint activity they choose to participate in also has a lot to do with the linked products / rewards.

@ Xi Liangua break (pseudonym) said that although they are all joint names, practicality is still very important. Yuanshen has a wide range of co-brands, from cars and bank cards to ice cream in convenience stores. These things are consumed every day, so it's okay to buy one, but if you don't need paint at all, you won't buy it.

@ Berber (pseudonym) also agrees that co-branded products need to be practical, but the practicality of this product does not entirely refer to reality. For example, if there are reward game props in linkage activities, whether they are raw stones that can be directly used to draw cards, or specially customized wings, as long as they can be used, even to show off to friends in the game, it is useful.

For some female players, they have higher requirements for practicality.

Yuyu (pseudonym) said he would buy co-branded products from other games, but would not buy co-branded products from "original God" at all, especially consumer goods, because the quality and design could not meet the requirements of his daily use.

Customized products and experiences are good. There is no need for "original gods" to co-sign surrounding products, which mainly include experience customization, product customization and peripheral gifts:

However, most joint events contain several types. For example, in the recent joint activities of "Yuan Shen" and Xi Tea, there are not only customized products such as juice tea and milk tea packaged jointly, but also customized emojis and gift badges and badges.

(photo source: tea official Wechat) for players, of all the joint types, the worst experience is giving away offline periphery. In an interview with DT Finance, players agreed: "if you want to buy the perimeter, why not go to the official neighborhood store?" .

The experience of in-game props and product content customization depends on its usefulness, while appearance customization is a "minefield" that is easy to roll over.

In the joint name with Xi Tea, the new costume customization of the Shenli brothers and sisters ("original God" character) is refreshing to many players, but the simple labeling on the milk teacup and the influence of water droplets on the cup wall have also been criticized by the players. In addition, whether the new design can really accord with the connotation and image of personas has also become an important factor affecting players' word-of-mouth.

Among the many joint names, the customized theme stores of KFC and Pizza Hut are well received by players. In the joint theme store, not only customized packages are put on the shelves, the store is decorated with game characters and elements, but also some interactions in the game are put into the service process, such as waiters in coser clothes, obtaining specific goods through the unique language or actions of the game, and so on.

@ Xi Liangua break (pseudonym) believes that the theme store provides a three-dimensional experience with a more sense of substitution. On the other hand, theme stores also provide players with an opportunity to gather, from primary and secondary school students to people in their thirties and forties and even their forties and fifties. In the Pizza Hut event he participated in, because he was worried about gathering, the store also pulled a WeChat group to facilitate notification, so this group became a communication group for original god players. Until the end of the activity, this group still maintained a high activity rate. Although the group was called "Pizza Hut xxx store original god group", everyone was basically talking about "original gods".

(photo source: @ happy link broken) how much can it cost to pay for love? "Yuanshen" joint products have a wide range of types, and the prices of joint products are not the same. With the exception of the most expensive Cadillac limited edition joint model car, 235700, most of the products are less than 1000 yuan, of which the price of digital electronic products is slightly higher, and the price of consumer goods is mostly less than 100 yuan.

Different players have different ideas about the price of joint products.

@ Xi Liangua (pseudonym) believes that high-priced products like Cadillac will only be aimed at a very small number of players, but for players like him, the upper limit of the joint price he is willing to pay is the price of the host entity of the game, such as playing with a mobile phone. then it's the price of the phone.

As for @ Baibo (a pseudonym), he thinks that if the quality is very good, it can accept less than one thousand yuan. Because every month, he will average 648 yuan of krypton gold in the game (the recharge of "original God" is divided into 6 yuan, 30 yuan, 98 yuan, 198 yuan, 328 yuan and 648 yuan). If it exceeds the amount of krypton gold in the game, it is a bit of putting the cart before the horse, so it is better to use it in the game.

(photo source: screenshot of the original God) in addition, for some volume products, although the overall price is not high, but players are often faced with "unbearable" situation. For example, in Rosen's linkage, in order to get a custom notebook, players need to buy rice balls to earn points to exchange for the perimeter. But players need to buy at least six rice balls to get around, and 24 rice balls to take away all the custom notebooks. In order to get the exchange as soon as possible, some players start the day of three meals a day.

(photo source: Rosen official) in addition, most co-branded products have a certain premium, but how do players measure whether the premium is worth it?

@ Bai Bo (pseudonym) believes that it is mainly considered from two aspects: on the one hand, if it is slightly more expensive than the usual price, it will be too much to double it; on the other hand, even if there is a premium, we also need to see what the linkage customized product is like. If it's specially customized, it makes sense. But for example, the recent linkage of a certain brand, spent more than 200 to buy a case of drinks, but finally only got a brand, that is very cost-effective.

There are still some problems, although the "original god" joint fire in the past two years, but also caused some controversy.

@ Berber (pseudonym) told us that in fact, many joint brands still underestimated the popularity of "original God" and the enthusiasm of players. For example, Mini Program collapsed when KFC co-signed, causing some gathering problems, but did not learn the lesson when it came to Pizza Hut.

@ Xi Liangua broken (pseudonym) also said that I don't know if it is because I am in a low-line city that I often see insufficient stock. I often go to the store or temporarily post it, which is very rough, or it is directly out of stock. Sometimes if the activity is only in the north, you have to go to Xianyu to find a purchasing agent.

Not only that, with the broken circle of the event, the inner circle behavior and gathering of players wearing cos clothing has also caused controversy.

Therefore, for some players, they prefer to co-name the game with some more similar circle brands, such as digital products.

Although players do not mind the cross-border co-naming of the game, with the expansion of the player base, this cross-border also means that the culture of the circle will be more exposed to the public, and players need to be judged by the public, to a certain extent, it conflicts with their original intention to get a customized experience from the joint name.

Written in the final count of the joint names of the "original gods" in the past few months, to some extent, the cross-border joint names make the "original gods" break through the barriers of the "game circle" in an unprecedented manner.

Just yesterday-October 24th at 7: 00 p. M., one plus Ace Pro co-signed "original God", released the limited version of walnut, the comment area is still loved and scolded.

Perhaps, for some "original God" players, the joint name is just the icing on the cake.

This article comes from the official account of Wechat: DT Finance (ID:DTcaijing), text: Yuria, Editor: Tang Yiqin, Zhang Chenyang, Visualization: Qi Tongyi, operator: Su Hongrui, producer: Tang Yiqin

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.