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

In the field of the Internet, non-industrial cooperation is nothing new, especially for the digital game industry, cross-border linkage fast consumer, automobile, postal and even non-heritage have become commonplace.

This cooperation is either to create marketing topics, increase product exposure, or to expand customer channels, expand market share, or to enhance brand image and strengthen user awareness.

Recently, the second phase of joint cooperation between "Light encounter" and NetEYun Music is a little special. First of all, games and music belong to the field of art; second, the two products are owned by the same company; third, both are products with strong social attributes; finally, both sides also have a strong humanistic temperament. These correlations weaken the topic of the linkage itself to a certain extent, but at the same time, it also reflects the natural agreement of the two cooperation.

This linkage began on November 16, when Light encounter officially launched a sharing day of "enjoying meeting bosom friends in the cloud". During the event, players can transmit through the in-game guide to the hillside of Yunfeng, listen to the music being played by other travelers, or operate the phonograph to order songs and invite other travelers to enjoy it together.

And every listener will also wear the event-specific NetEYun music headphones and enjoy a huge library of music.

During this music-centered encounter, players can also share bonfire snacks with each other, take a nap on the beach recliner and spend a relaxing time.

In fact, as early as this summer, the two sides carried out similar cooperation. At that time, "Light encounter" accessed the music library and "listen together" function of NetEyun Music for the first time in the game, realizing the function of two strangers listening to music.

The essence of this function is to use a song to stimulate emotional resonance between people, thus extending the display of subsequent emotional fetters. Obviously, this logic is in line with the core social play of "Light encounter". It's just that the origin of acquaintance between strangers has changed from action body language to music that can carry more personal emotions.

The most obvious upgrade experience of this second phase of cooperation is that it has changed from "double listening" to "multiple listening", which undoubtedly greatly broadens the interactive dimension of the social scene of strangers, from the former point-to-point social line to the point-to-point social circle model.

For Light encounter, which focuses on building "emotional links between people", how to deepen the social experience between strangers is an important proposition that needs to be explored for a long time, and music seems to be the key they are looking for.

At the end of 2022, the Aurora concert held by "encounter of Light" attracted 1.6 million players around the world to participate, among which 4000 lucky sons of Light completed the same-screen interaction, with music as the link. Countless players have outlined countless brand-new romantic encounters.

And when "Light encounter" opened the cooperation with NetEyun Music, the narrative ability of the music itself and the great potential to connect the players' emotions have finally been fully released.

It is worth mentioning that after the upgrading of the cooperation between the two sides, NetEase Yun Music still retains customized elements such as "Light encounter" personality skin, avatar pendant, vinyl player interface, etc., and on this basis, it also newly customized the screen launch page and the music report page for many people to listen to together, while burying the "Light encounter Egg" for players to explore and experience.

At this point, it is not difficult to answer the far-reaching significance of this cooperation. Relying on the commonality of their respective products with the supremacy of user emotional experience, "Light encounter" and NetEase Yun Music are jointly developing a global link of "game x music x social". This link not only promotes the operation of the game itself to radiate to a wider user circle, but also gives music platform products a broader application space.

Of course, the form of cooperation between the two may have more noteworthy changes in the future, but there is no doubt that at this stage, this cooperation has provided a very positive reference value for the traditional level of cooperation in the Internet field.

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