"The producers of Love Language City once again gave outsiders a little shock."
For example, just a few minutes after the live broadcast of the 6th anniversary of the official account of the game was launched last night, the related topics of # Love and Producer 6th Anniversary # rushed to Weibo and bilibili. As of today, there have been six hot searches in Weibo in one day:
Data before and after the live broadcast of the anniversary on December 3
At the same time, the producers’ active discussion also made the popularity of Weibo’s super talk of Love and Producer rise continuously, and it rushed to the position of Top1:
December 4th data
As a product that has been on the line for 6 years, it is really amazing that it still has such a strong influence today.
However, if you are interested in "archaeology", you will find that it is common for the topic of "Love and Producer" to be searched in major communities in recent years; The sales of surrounding flagship stores have been on the list of e-commerce platforms for many years; In the offline scenes that many people can’t see, the ladies of the city of love are even more active.
For a long time, people in the industry will naturally attribute the success of Love and Producer to the first-Mover advantage and the gift from the blue ocean market of National B in that period, which can explain its phenomenal explosion in that year, but it cannot explain the consistent enthusiasm and actions of players today after many years.
With the opportunity of the sixth anniversary of Love and Producer, it’s time to find the real answer.
Get on the train in the name of love
I have to say that this anniversary live broadcast provides a textbook example in providing emotional value for female players:
The theme of the whole live broadcast was "Love, Travel and Destination", and the players boarded the sixth anniversary commemorative train with the characters and seiyuu teachers.
At the beginning of the game, the characters in the game "showed their magical powers" in the small theater in the waiting room with the gesture of hand puppets, and took the players to start this love journey with a relaxed, humorous, warm and loving atmosphere. Players can not only see Zhou Qiluo’s and Li Zeyan’s "the name of the dish", but also the "cooperative magic" between Professor Xu Mo and Ling Xiao’s college students, and even have an impromptu RAP with active blood.
Then seiyuu teachers appeared as train attendants, accumulated train energy through interactive games, and took the players to recall the bits and pieces about the characters.
As the journey continues, more surprises come to the players. The game characters have prepared fairy tale books, telling stories about courage and love in the form of fairy tale variants.
In this romantic and touching atmosphere, the train arrived at the terminal and set off the climax of the whole live broadcast:
The five characters personally arranged their own confession platforms, and the tokens representing precious memories and everything about the producers were displayed in this exquisite and romantic platform. In the personal songs of the characters, they slowly tell the past with the producers and express their eternal love and initial heart.
The sense of atmosphere, ceremony and immersion are all taking care of the players’ rich and delicate hearts. Gyro Jun, who watched the whole process, also saw what is called a barrage like a mountain call and tsunami:
This cross-dimensional two-way trip not only gave me a concrete experience of the sincere and profound feelings between the characters and the producers, but also gave me a more intuitive feeling of the attitude and operational ability of the team of Love and Producer.
It is self-evident that major product nodes such as anniversary are critical to product operation, especially for female-oriented games where players have invested a lot of delicate emotions, its position is more prominent.
It can be seen that the "Love and Producer" team went all out in this activity: it lasted for 120 minutes, and the combination of hand puppet performances, animation scenes, live shooting and other forms brought a rich viewing experience. The link between each link constantly promotes the player’s mood, and the beautiful scenery and the orchestra’s passionate performance create an unparalleled audio-visual feast.
Therefore, it is not so much a live broadcast as a grand party with a lot of resources and careful preparation, which just echoes the hot search # Love and Spring Festival Evening # last night.
Looking through the discussion of players related to Love and Producer, I found that their comments on it are often "initial heart" and "Bai Yueguang".
Even many people think that they are "enough" and "tired" and unload the game, but they will involuntarily return to the love language market every once in a while; There are not a few players who have survived since the opening of the service.
From the player’s point of view, Li Zeyan, Xu Mo, Bai Qi, Zhou Qiluo and Ling Xiao are too attractive to give up. From the perspective of the industry, the source of high loyalty is the absolute grasp of the shaping of diagonal colors and feelings, which is inseparable from the long-term insight into female users and the self-innovation of products that keep pace with the times.
Love women’s long-term operation requires the professionalism of "temperature"
"Now the ladies are eating better and better."
Whenever "Love and Producer" has a big update, it will always receive such comments from players, especially this year. Among the nicknames given by the player group to the paper folding game, "roll paper" (meaning too big) is also quite loud.
In fact, the quality of the sixth anniversary live broadcast is the epitome of the professional ability of the team of Love and Producer. Looking back at the update and development of the game content, I prefer to call it "professionalism with temperature".
The content iteration direction of Love and Producer has always been linked to the increasing demand of female players for diversified aesthetic, emotional and interactive dimensions.
In terms of content shaping, an intuitive performance is that the role card is getting better and better. On the premise that the charm of the characters remains unchanged, the card face of Love and Producer has gradually completed the evolution of 2D→Live2D→ Interactive Live2D, so the charm of the characters has become stronger with the improvement of technical expression.
Another performance is the increasingly rich gameplay in the game. The cute and fat baby image newly launched this year will also accompany the players to spend their leisure time here:
Summer games
In narrative, the team has been boldly trying to seek breakthroughs in theme, content, form and other aspects to create a sense of freshness for players.
Take this year’s update as an example, there are both ethnic minority themes that reflect the cultural collision and are full of exotic customs, such as Chinese Valentine’s Day’s "Ni Trace in the Mountains and Seas", and western fantasy themes that create an epic and fatalistic sense, such as Halloween’s "The Death of Power".
As far as emotional experience is concerned, the story of a mountain and a sea is more like a cookie, while the story of the disappearance of power is serious, even with a strong tragic color-the former "sends sugar" and the latter "sends knives". Thanks to the profound narrative skills, the two diametrically opposite emotional experiences have won the same high praise among the players, and some players even send videos to study and taste them.
Source: bilibili.
In terms of long-term operation, the "Love and Producer" team also has their unique understanding.
For example,Each character has a unique Weibo account.It has been updated since 2018 and has never stopped. Here, you can see them sharing their daily lives, and it has also become a channel for players to express their love outside the game, and the sense of companionship that lasts for a long time arises spontaneously:
The character’s blog post often gains thousands of comments.
What’s more, the characters will even write clues about future activities in their blog posts, creating a surprise for players who are aware of it and suddenly realize it:
In May this year, I posted a blog post about Xizang.
The national wind jam in August this year
The foreshadowing of the grass snake gray line brings the echo of the experience inside and outside the game, which invisibly enhances the realism of their existence and the sense of trust with the players.
In addition, the meticulous care for players’ emotions is also the advantage of the tour operation.
In the mature interactive form of the game character calling the player, the team of Love and Producer continues to polish the details and strive to improve the player’s experience. For example, in this interactive phone call for the sixth anniversary, they innovatively provided players with 15 seconds of free interaction time-making it a real call that can express their hearts with the characters; Even the last number of the call number is buried with the egg of the character’s birthday, which makes many players feel such "useful details".
On the one hand, all of the above reflects the accumulation and deep cultivation of Love and Producer at the content level, on the other hand, it reflects the team’s deep grasp and care for the psychology, preferences and habits of female users: there is professionalism in temperature, nothing more than that.
Is time a killer? His arsenic is my honey.
To tell you the truth, in terms of age, Love and Producer, which has been online for six years, is really an old game.
However, judging from the marketing actions of this game in recent years, it is hard to say that it is really old. Even because of its solid user base, Love and Producer has taken the ladies to play more and more "wild" and always rushed to the forefront of the Internet trend. The new linkage plan for 2024 announced in this live broadcast includes intangible cultural heritage such as Jiaodong Huabo, cross-border cross-cultural IP such as Sherlock Holmes, and scenes of Xiamen travel, Baidu map, traffic card and COCO milk tea linkage involved in the daily life and work of producers.
In addition to the routine operations of major countries such as milk tea brand co-branding, you can even see that it is linked with the pink rabbit, and the funny and funny expression packs quickly spread among the players:
Players quickly began to make stalks with expression packs.
Or the "earth to the extreme" farmhouse activities, allowing players to achieve epic achievements such as witnessing Li Zeyan selling fish and Professor Xu Mo selling vegetables:
(They will even draw a lottery to send customized painful cars.)
There are also cross-border linkages with high-end brands such as Longines to meet the needs of players at different levels:
(Love and producer X Longines linked poster)
There is also a cross-border linkage such as "Love and Producer" X Suzhou Arts and Crafts Industry Association X Suzhou Silk Museum, which brings unique aesthetic experience to players, but also moistens the intangible cultural heritage and the charm of traditional culture in the hearts of players.
Popular and extravagant, funny and serious, modern and traditional, bold and generous marketing planning again and again, repeatedly bringing fresh and interesting experiences to players, it is really necessary to reiterate:
"The ladies are eating better and better."
For many game products, time always plays the role of "killer". However, from "Love and Producer" and its players, I can see that the flow of time can’t erase the enthusiasm, but because of the precipitation of years, this feeling is more meaningful and profound.
In other words, in terms of products rooted in human emotional needs, time is by no means arsenic, or even better than honey-of course, the premise is that the product itself is excellent and deep enough to allow players’ emotions to continue, accumulate and grow. Love and Producer, which has spanned six years, is undoubtedly an excellent example.
tag
It is an acknowledged fact that "Love and Producer" opened the door to National B; Another fact is that due to the phenomenal achievements of this game, the national B track has long been in a "post-love and era".
This evergreen game, which has been online for 6 years, made me clearly realize that even the paper makers are not necessarily the more "new" the better for those players who infuse life feelings into their characters. They are still waiting for their next, next, eternal anniversary with the characters. The lethality of "Bai Yueguang" not only comes from the glimpse of youth, but also lies in the company and dedication in the morning and evening.
