Joining forces with Tencent, NetEase and other major manufacturers to land in 27 provinces to see how Huawei Game Center "creates festivals"

The game industry has always been recognized by the outside world as a "new force for creating new festivals."

As the importance of long-term operations becomes more and more prominent, creating original festivals with a full sense of ritual has become the "hot potato" of content management. It can not only enhance player activity, but also enhance brand image, help product online diversion, and achieve product-effect synergy. Nowadays, not only game companies are keen on creating festivals, but even mainstream channels have joined the camp. Recently, Huawei Game Center’s offline event IP “Four Seasons Market” has fully upgraded the “Four Seasons Game Festival”, taking the first step in creating festivals through channels. .

From January to February, the Winter Game Festival joins hands with "Three Kingdoms", "Happy Match", "A Chinese Ghost Story", "Defend Carrot 4", "Yuanmeng Star", "Naruto", "Snake" "Combat" 7 high-quality mobile games, offline activities were held in 27 provinces and cities, covering almost the entire country. On the first day of the event, the average daily active users of Huawei Game Center for seven games increased by 35% compared with the previous day, effectively achieving new and active Huawei users.

In my impression, whether compared with traditional offline marketing or the previous publicity efforts of the "Four Seasons Market", the upgraded "Four Seasons Game Festival" has obvious time It lasts longer, has a wider scope of influence, and participates in more games. It is building a faster and more accurate in-depth interaction channel for players and products.

Upgraded content scale: Seven major games have joined hands in two months to dominate the Spring Festival stalls

The Spring Festival stalls have always been a battleground for military strategists in the gaming industry. On the one hand, the deep national sentiments contained in the Spring Festival , it is easier to bind marketing events to form memory anchors. On the other hand, from New Year’s Eve to Lantern Festival, the Spring Festival period is densely packed with festivals, which facilitates the formation of high-frequency marketing to compete for users’ attention.

As the most intense competition point in the domestic game industry, the fully upgraded Winter Game Festival directly joins hands with seven major games, lasting from January to February, and is customized based on the Spring Festival festival and important nodes of the product itself. Theme packaging.

For example, "A Chinese Ghost Story" took advantage of the Year of the Dragon to appear in Huawei stores with the "Year of the Dragon Fashion Pop-up Show". Not only well-known cosplayers were invited to the store to recreate the characters of the Year of the Dragon, but calligraphy masters were also invited to inscribe couplets with the character "Fu" on the spot, creating a player gathering with game characteristics and a strong New Year flavor.

During this period, it was the eighth anniversary of the "Naruto" mobile game. The event was held at the Vientiane World Shenzhen Huawei flagship store near the main venue. It was convenient for Cosplayers to visit the store and for on-site players. You can also watch the live broadcast of the eighth anniversary finals on the large LED screen in the store and feel the fiery atmosphere at the scene.

On the day of the Lantern Festival, "Happy Xiaoxiaole" launched a lively offline competition at the Huawei Smart Living Center, providing another option for offline gatherings. With the help of Huawei's smart screen's "Smart Dual Projection" function, the game progress on the mobile phones of both players is simultaneously displayed on the smart screen, attracting a large number of players to gather in front of the smart screen to "decide the winner" and bringing the fun of elimination online. offline.

The upgraded Winter Game Festival has doubled both the number of participating games and its duration. Through a series of rich customized activities, the advantages and characteristics of the target game can be highlighted to the greatest extent, and targeted breakthroughs can be achieved. Even during the Spring Festival period when online promotion is full of gunpowder, it can help the product capture players' attention faster.

Based on the advantages of Huawei's offline store system, the upgraded Winter Game Festival creates a joyful atmosphere that is no less than online, creating a sense of ritual that is unique to the "Four Seasons Game Festival" and is subtle. Build players and manufacturers' awareness of the new and upgraded event IP.

Coverage upgrade: multi-dimensional city coverage, offline "family fun" for players and products

It must be pointed out that creating a festival is not easy, and the first prerequisite must be a fairly extensive user awareness . The fundamental reason why Huawei Game Center has fully upgraded its offline event IP to the "Four Seasons Game Festival" is that players' recognition of the event IP and even Huawei Game Center has become large enough.

As an extension of the "Game Market" that connects products and players, the "Game Festival" also carries the larger concept of Huawei Game Center - to create an immersive publicity scene with wider coverage, open up channels and More diverse cooperative scenarios in the game.

In the past, the "Four Seasons Market" mostly radiated around five provinces and cities, but this time the Winter Game Festival has been directly upgraded on a large scale. Through a wider range of Huawei offline store linkages, nearly all-round coverage is achieved. It reaches Heilongjiang in the north, Hainan in the south, Xinjiang in the west, and Zhejiang in the east, covering 27 provinces/municipalities, almost all over the country.

#The advantage of upgrading the scope of activities is that it can provide offline venue support for the operational needs of different activities and games, and widely reach target players. It can not only meet the activities of products such as "Three Kingdoms" and "Happy Xiaoxiaole" that focus on key provinces and cities, but also meet the activities of products such as "Yuanmeng Star" that want to "saturate the game" to cover the whole country.

The battle of party games during the Spring Festival is obvious to all. The party nature of the product itself and its ability to meet social needs are the key to determining whether players will fall into the trap. During the Winter Game Festival, "Yuanmeng Star" created more than 200 themed activities in Huawei stores across the country, including check-in draws, trial competitions and other links. By holding an immersive scene with "party" elements offline and meeting the offline social demands of core players, a nationwide new recruitment campaign was achieved.

Based on the advantages of Huawei’s terminal offline store system, the Winter Game Festival solves the problem of multi-dimensional city coverage in traditional marketing. Such wide coverage can even achieve an offline "family fun" atmosphere, and also allows "Yuanmeng Star" to use the Winter Game Festival platform to launch a nationwide player gathering and enhance itself in the offline activities of national carnival. party attributes.

More than just party games, the Winter Game Festival with upgraded coverage based on different category characteristics can expand diverse cooperation scenarios and develop deeper and more vertical cooperation with more games. . This is also the unique advantage of Huawei Game Center and the "Four Seasons Game Festival", and it also promotes another in-depth expansion of offline game marketing.

Occupying half of the country, “Hongmeng Games” may become an offline marketing hotspot?

A noteworthy change is that among the seven games participating in the Winter Game Festival this time, "Three Kingdoms", "Happy Xiaoxiaole", "A Chinese Ghost Story" and "Defend Carrot" have all started Hongmeng development, accounting for "Half the country".

## Considering that this year’s Q4 Hongmeng Galaxy Edition will be released as a commercial version for consumers, it is not difficult to see that the Winter Game Festival is taking the initiative to warm up Hongmeng Games and build in advance for Q4 Hongmeng Commercial Broad user awareness.

For the gaming industry that is stuck in the stock stage, Hongmeng itself means more growth. Therefore, since the full launch of Hongmeng native applications, more than 100 games have completed the development of Hongmeng native applications. More and more native games have been launched or completed development, which also stems from Hongmeng’s huge value in native game experience innovation and other dimensions.

Full-scenario games are regarded by more and more developers as the next opportunity. Rooted in the "Internet of Everything" gene, Hongmeng builds a new full-scenario experience around native multi-terminal, natural and innovative interactions, which can break the barriers between games and terminals, terminals and terminals, and innovate current gameplay experiences and marketing models. In the Winter Game Festival, Huawei Game Center and game manufacturers have demonstrated strong creativity and vitality in the marketing dimension, showing extremely high popularity in offline activities.

From the current players’ response to the upgraded “Four Seasons Game Festival”, we can also see the general enthusiasm of users for fresh gameplay, as well as the industry-wide close attention to Hongmeng’s trends. It is foreseeable that in the future, new gameplay based on the features of HarmonyOS NEXT may become another hot spot for offline activities and help tap greater market opportunities for offline marketing, which is worth looking forward to.

But in the final analysis, the upgraded core value of Huawei Game Center’s “Winter Game Festival” is to reach more potential users extensively.

Regardless of the IP upgrade of the event, the comprehensive upgrade of the scope and scale of the event, or the creative announcement of Hongmeng games that may appear in the future, we all want to build a fast and in-depth interaction channel for players and products. It can not only bring large-scale traffic aggregation, but also help products achieve explosive growth. It can also accumulate loyal users for offline event festival IP, assist in follow-up activities, and actively participate in the long-term operation of the product.

By then, the "Four Seasons Game Festival" will slowly carry the emotions of more players and games. It will not be limited to a virtual festival or offline promotion event, but will be endowed with more meanings.

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