Xiuxian track is too crowded. How does "In the Name of Immortals" with "temperature" win the favor of players?

If you have to arrange a seat for this year's "No.1 Scholar Stream", the game of cultivating immortals must be on the list.

This is not a "revival" without warning. On the contrary, the collective rise of the theme of cultivating immortals has long been a warning. At the beginning of the year, a number of new schools of cultivating immortals became popular one after another, which made more and more game manufacturers realize the great potential of cultivating immortals again, and there were countless blowouts at one time. That was not the case. Recently, the most popular Xiuxian circuit has welcomed a powerful player, the Xiuxian mobile game "In the Name of Immortals" released by Mavericks Mutual Entertainment.

10 June 14, in the name of immortals, the test of not deleting files was officially launched. On the day of launch, it ranked third in the AppStore free list, third in the Oppo hot list, and first in the TapTap new product list, which was highly recommended by the homepage of Huawei Game Center.

Can't help but arouse GameLook's curiosity. At the moment when the new cultivation school is in full swing, it will become a dark horse on the cultivation track in the second half of the year. What is the basis of In the Name of Immortals?

"yellow duo" fan map

Low threshold and depth, differentiated innovation opens up the situation.

Different from imported products such as Second Hospital and MOBA, Xiuxian is truly original in China IP, China theme and China play.

The rise of the modern theme of cultivating immortals can be traced back to the wandering journey written by writer Xiao Gan around 2005. After more than ten years of deduction, online novels have finally grown into another cultural symbol with good influence. During this period, the theme of cultivating immortals was combined with MMO very early after being concerned by games which are also emerging entertainment industries. After all, MMO games are very popular in the end-game era.

After that, the game of cultivating immortals embarked on the road of homogenization, and the gameplay basically followed the MMO set, and the players gradually fell into the dilemma of aesthetic fatigue. Until the first half of this year, the outbreak of new fairy-cultivating games such as "Ghost Valley Eight Wastes" and "The Difference of One Thought" not only reawakened the players' expectations for high-quality fairy-cultivating products, but also attracted more users' curiosity.

However, with the popularity of star products, the market for cultivating immortals is mixed. For latecomers, how to keep old players and help newcomers feel the core of the game as soon as possible, thus achieving the expansion and precipitation of user scale, has become particularly important.

The answer to "In the Name of Immortals" is: lower the threshold of the game, keep the depth, and let players focus on the theme itself.

The game not only restores the basic settings in the novel, such as "Practicing Qi", "Building Foundation" and "Du Jie", but also combines it with the placement play with natural attributes, and at the same time gets rid of the tedious daily task settings. It not only takes into account the needs of different players such as "vegetable picking party" and "liver protection party", but also accepts more users; It is more convenient for players other than fairy fans to intuitively understand the charm of cultivating immortals.

Of course, it is difficult to ensure the freshness of the experience by simply placing the gameplay, which not only fails to satisfy the core players, but also easily leads to the loss of new users.

Fortunately, In the Name of Immortals also recognized this point, in which the five elements of martial arts and poisoning, serious injuries, explosions and other special effects also brought the possibility of strategic combination, and also required a certain learning curve. Coupled with the mechanism of cultivating spiritual pets with different attribute gain effects, it also provides players with a certain depth experience. Simple and easy to use, the logic of rich gameplay ensures the long-term playability of the game and achieves the goal of endless fun.

Not only the gameplay level, but also the deep excavation of the plot and emotion, which intuitively shows the core fun of the journey of finding immortals. Through interactive plot experience, in the process of participating in stories and making friends, we can deepen our understanding of Kyushu mainland and the world view of the game, and the game immersion is greatly improved.

Players can interact freely with the four characters, and increase the goodwill of different characters by giving gifts and completing daily entrusted tasks. Through the detailed design with great sense of substitution, players can directly feel the humanistic "temperature" in this journey of cultivating immortals, which also reflects the highly differentiated competitive thinking.

Seeking truth in the virtual is personalized and free.

The essence of cultivating immortality is to cultivate truth, that is, to discard the false and preserve the true, which reveals the ancient philosophical thinking of seeking the world and the inner true self. Similarly, the pursuit of realism is indispensable in the game of cultivating immortals, but blind realism has lost the fantasy charm of the theme itself.

"In the Name of Immortals" tries to balance this point, which can be seen from Du Jie's in-depth treatment of gameplay in "In the Name of Immortals": For example, when the character breaks through to Yuan Ying and out-of-body experience, the success rate of each breakthrough is no longer 100%, but full of uncertainty.

Players who pursue excitement can directly ignore the probability and force a breakthrough, and advocate gradual players. In the name of the immortal, he also provided various methods to improve the success rate of breaking the boundary, and even reduced the loss of Du Jie's failed cultivation through array method. Through various ingenious settings, In the Name of Immortals not only creates a relaxed and rich experience for players, but also brings an indispensable sense of reality to the game of cultivating immortals.

In GameLook's view, the biggest feature that distinguishes the game from Xiuxian MMO is to find truth in the virtual and create a sense of reality in all directions. The specific method is closely related to the word "freedom".

This sense of freedom is most directly reflected in the "cloud play" in the game, that is, players are randomly exposed to opportunities, cloud play tasks, seal monsters and other related gameplay, and are randomly trained. The ultra-high degree of freedom of Roguelike not only enriches the diversified experience of the game, but also magnifies the core charm of free cultivation.

The second is the restoration of personalized flying swords. Just as a wand is to the magical world, the flying sword of the core monument of life is the original romance of cultivating immortals in the East. In my memory, Han Laomo used a set of 72 golden thunder bamboo flying swords to kill the enemy and came and went freely, enviing a group of fairy fans.

The R&D team, who are also lovers of cultivating immortals' novels, naturally understood this and chose to restore this setting in the game. Players will start from the initial sword embryo and freely cultivate their own core monuments, flying swords and dreams. Among them, different flying swords, the core monuments of life, also have different appearances and magical powers. From the lightning protection tactics of thunder attribute to the elegant and snowy moon of ice attribute, it is entirely up to the players themselves.

Obviously, The Immortal Name captures another key element of freedom-personalization.

Indeed, players can also create their own magic skills, understand the exclusive skills through the combination of different skills on the scroll, and name them at will. Coupled with the custom plot design of the plot UGC system, players no longer stick to the content provided by the game, but become part of the game creation. This also mobilized the player's sense of ownership and actively created unique game content. Then deepen the fetters between players, roles and games, and lay the foundation for the subsequent long-term operation.

In the seemingly single-line game, create enough freedom to provide players with a unique experience of cultivating immortals. I think this is also the key to stand out from the crowd.

It's fun to dig deep into content marketing and attack each other.

As we all know, in the current stock era, it is difficult to achieve the growth of user disk only by product content. In order to compete for a few users, the quantity of product marketing purchase becomes more and more important, which also forces manufacturers to pay more attention to the promotion link and promote them to change to the content marketing model.

How to effectively promote the game content itself has become the initial and biggest challenge for manufacturers to operate. Fortunately, the publisher of "In the Name of Immortals" has also made sufficient preparations for mutual entertainment.

As early as before the game went online, Mavericks joined hands with singer Qi Shu to launch the theme song of the game, and then invited Xie Junhao, the actor of Nine Immortals, to star in the MV "Dao Xin", which interpreted the past of Xiu Xian's mentor. At the same time, the game also invited Fang Heming from to create sand paintings for In the Name of Immortals, which reinterpreted Li Zu's worldview of saving the world in the game.

You know, Xie Junhao's version of Nine Immortals is one of the most classic characters in fans' minds. Once again, it is easy to trigger a new round of memory killing as a fairy costume. At the same time, the game also launched an interactive video "Let the master accept me as a disciple in three sentences", which allowed players to interact with Xie Junhao at close range for the first time, intuitively understand the content of the game, and further ferment the fans' emotions, thus causing a circle-breaking effect with the game itself.

In contrast, sand painting itself has a strong sense of art, which can better reflect the oriental charm. Antique cultivation full of traditional cultural elements can naturally have a greater chemical reaction with surreal sand paintings, and use the passion of "double kitchen ecstasy" to promote more users to spontaneously pay attention to the theme of games and cultivation of immortals.

In GameLook's view, this nuanced marketing strategy is not only the most intuitive embodiment of developers' emphasis on content promotion; It is also an important demonstration of Mavericks' mutual entertainment's accurate insight into market segments and players' needs, as well as its strong R&D strength.

Although it is only a three-year-old emerging company, the technical strength of Mavericks Mutual Entertainment has long been reflected: Mavericks Mutual Entertainment has launched many popular APPlications such as live voice APPYami, weather APP real-time weather, calendar app Zhuge perpetual calendar, photo app family photo album housekeeper and so on.

It is precisely because of deep cultivation in many fields that Mavericks has profoundly mastered the Internet thinking based on user needs, boldly innovated in vertical products, and directly hit the pain points of users. For example, the leisure interaction, music talk show, hot chat square and other functions set by Ami are all preferred communication methods for young people; On the basis of releasing weather information, Instant Weather has also added an intimate voice broadcast service, which allows users to grasp the weather conditions for 24 hours at any time without looking at their mobile phones. Zhuge calendar has a reminder function besides calendar query, which can help users manage their daily life better.

All of the above are the instinct of Mavericks to pursue innovation and Excellence in mutual entertainment. Of course, innovation means trial and error, but for Mavericks' mutual entertainment, intensive cultivation and attention to user experience have always been their strengths and naturally the only choice.

It can be seen that this consistent sense of innovation has helped "In the Name of Immortals" to perform brilliantly on the Xiuxian track where there have been signs of homogenization. At the same time, the past successful cases have also continuously strengthened the implementation of the innovation strategy and user-centered strategy by Mavericks' mutual entertainment, which made it possible for "In the Name of Immortals" to create better results.

Listening carefully to every need, accurately hitting every pain point and actively grasping every opportunity are the most distinctive features of Mavericks' mutual entertainment. Popular themes, diverse ways of playing, market expectation. Under these seemingly excellent external conditions, all the spiritual cores that are player-centered, innovative and good at innovation may be the real internal factors for Mavericks to succeed in the game field.