Celebrities support and major manufacturers gather, Douyin game easily wins the Spring Festival slot

The Spring Festival is one of the most grand traditional festivals in our country, and it is also a golden period that gamers must not miss.

Like previous years, when keywords such as the return of people to their hometowns and home entertainment are on the news hot searches, the annual "Spring Festival traffic battle" also begins. In order to grab the attention of more high-quality users, game manufacturers used various strategies during the Spring Festival to come up with various marketing strategies. This "war" without gunpowder was very lively.

During this period, the “2024 New Year Travel Notes” IP campaign launched by Douyin Games is particularly impressive. In this event, Douyin Games teamed up with major high-quality game manufacturers to bring a unique "Game Spring Festival Gala" to players. With the help of rich platform capabilities such as instant play in the cloud and direct prop distribution, more Players experienced wonderful game interactions, which enhanced the influence of participating game brands and pushed the popularity of game Spring Festival marketing to a new peak.

Platform capabilities come together

Create new gameplay for content management

In order to allow game players and manufacturers to have a lively and prosperous Spring Festival, Douyin In the "2024 New Year Travel Notes" event, the game integrated multi-dimensional platform capabilities such as online play and direct prop distribution, providing users with game content in rich forms and diverse gameplay, quickly improving the game's exposure and conversion effects.

At the main venue of the event, Douyin games spanned most of the Spring Festival holiday from January 20 to February 9, promoting a variety of high-quality games to achieve dreamy linkages with many celebrities/head influencers, and continued to bring There are many wonderful Spring Festival special programs that have captured the attention of users. During the event, different games and diverse programs took turns, giving users surprises every day. Game manufacturers also quickly radiated to more potential user groups through the live broadcast cards and brand event area resources provided by Douyin Games.

Among them, only one game, "Egg Boy Party", successfully competed with @长华sen, @houminghao, @小黑粉, @星不晓, @金与鰩, @Haohaitian, @小凯 and other celebrities and experts have collaborated. In the end, thanks to the promotion resources of the Douyin game and the appeal of a group of celebrity celebrities, the cumulative exposure of the Spring Festival event live broadcast room of "Egg Boy Party" exceeded 150 million times, and related content swept the screens of major social platforms, successfully breaking through the circle, taking the lead in detonating the lively atmosphere of "2024 New Year Travel Notes".

"Peace Elite" also invited game brand spokesperson @华陈宇 and commentator @大A number of big names such as Xia, professional player @成C, and professional player @YZZ appeared in the live broadcast room to experience the New Year version of the game together. Special anchors @青木川 and @万宇 also joined the live broadcast room to lead the players. Together we explored the new map of the game. With the support of Douyin resources, the live broadcast room of "Peace Elite" attracted a large number of players and fans for onlookers and secondary dissemination. In the end, the cumulative exposure of "Peace Elite" exceeded 47 million times, and the number of viewers exceeded 1.7 million times. "Peace Elite" The relevant content of the Chinese New Year version has therefore been more widely disseminated.

While the main venue programs are being carried out one after another, Douyin Games has also not forgotten to help manufacturers tap into the opportunities and potential of the platform content field. , in the two main scenarios of live broadcast and short video, through rich creative activity operations, a large number of creators on the platform are encouraged to actively produce more high-quality game content for the New Year version, helping manufacturers consolidate the foundation of game content; at the same time, cloud gameplay and props are used to directly Use the leading tool advantages of platforms such as Fafa to increase the popularity, user conversion, payment and activity of the game.

After the two functions of "one-click boarding" that combines cloud games and live broadcast rooms, and "same challenge" that combines cloud games and short videos are launched, users are not only viewers of game content, but can also quickly join Game, become a gamer. In the live broadcast scenario, viewers can use the "one-click boarding" function to skip downloading, installation and other tedious links, and directly compete with the anchor in the cloud game environment; click on the "same challenge" function in the short video scenario, the user Not only can you play the same game, but you can even play the same map in the video directly through cloud gaming. What you see is what you play. Therefore, the addition of cloud gameplay can greatly improve user interaction and player conversion effects.

The "Props Direct Delivery" tool can connect the Douyin terminal with the game task system. After users bind their game accounts and complete in-game tasks, they can receive direct props rewards on Douyin, because this tool can shorten the "content" -Consumption” decision-making path, so it can achieve the effect of motivating new users and promoting activity, and helping manufacturers establish a long-term operating foundation.

"Peak Speed" made full use of the two major tools of cloud gameplay, "one-click entry" and "props direct delivery" in the live broadcast room of this event. With the help of Douyin Games, the game live broadcast room has attracted a large number of players to directly join the game for team PK through the "one-click to get on board" function. Nearly 6 times of the users actively clicked on the small handle to participate in the "one-click to get on the bus" function. "Interactively, the highest number of online cloud games increased by more than 40% year-on-year, and the number of users interested in downloading games also increased by nearly 60%.

At the same time, the game live broadcast room also used the "Props Welfare" tool to successively give out surprise lucky bags such as game diamonds, gem car keys, 648 gift packages, etc., which made the live broadcast room full of popularity and promoted the year-on-year growth of the special area. More than 5 times.

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