As we all know, the difficulty of conquering the Korean market is not low. It is not easy for game manufacturers to release a good product here. If you want to keep the good results of this product for a longer period of time, it is even more difficult.
In early July this year, IGG launched a mobile card placement game called "Mythic Heroes: Idle RPG" in South Korea. The game focuses on multiple mythological backgrounds. During the adventure of the protagonist group, you will encounter mythological characters from many regions around the world.
savvy game theme, coupled with IGG's strong global distribution capabilities, "Mythic Heroes: Idle RPG" achieved good results in the Korean public beta, and the day after it was launched, it topped the Google Play free list, and has since remained at the forefront of the best-selling list of mobile games that place card types. After
achieved outstanding performance in the early stages of its launch, "Mythic Heroes: Idle RPG" has frequently appeared on the recommended lists of app stores such as Google Play, App Store, and Slogan, which showed "It makes people full of Mythic, the new hero Tanjun is online!", which seems to have boosted popularity again due to the version update.
Frankly speaking, as a card-placing mobile game, it is not a strange thing to launch a new character in itself, but the new character "Danjun" launched at least is a "singular person" or a "singular god" in terms of name.
After a simple search for the life of the character, we can find that the time when IGG launched this character is also very knowledgeable. It looks like an ordinary October 3rd, but this day has special significance in South Korea, because it is Kaitian Festival , and this festival was established to commemorate "Tanjun".
Specifically in the new version of the content, we can find that from the design of the character Danjun, the arrangement of activity tasks, to distribution and promotion, online and offline store volume and promotion, IGG's in-depth understanding of the Korean market.
After all, many game products that go overseas always determine life and death based on their first wave of results. For example, "Mythic Heroes: Idle RPG", the initial launch of South Korea focused on Lee Sun-sin, and soon after, the operational cases of launching a new version of the Kaitian Festival event were not common.
(Korean promotion focuses on local character Lee Sun-sin)
So it is not so much that "Mythic Heroes: Idle RPG" has gained massive recognition while taking advantage of the opening festival event, but it is better to say that this is another explosion in their accumulated experience and refined operation of the Korean market.
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launches exclusive game version
No matter how good the marketing method is, the product itself must be of excellent quality. The ranking of "Mythic Heroes: Idle RPG" can be improved, which is of course closely related to the game content.
What is even more rare is that the high-quality game content is also integrated with the local cultural content in South Korea, and it has successfully won the recognition of local users. For example, the reason why the performance of "Mythic Heroes: Idle RPG" has been improved this time is closely related to IGG's grasp of the opening festival.
The so-called Kaitian Festival is also called "National Memorial Day" in South Korea. Legend has it that the ancestor of the Korean clan was Tanjun, the grandson of the sun god Huanyin. This festival was established to commemorate Tanjun and is also one of the five major national holidays in South Korea. As a traditional Korean local festival, on October 3, the search trend of the word Google on also reached its peak, which shows the special significance of this festival to the local people in South Korea.
For this reason, the game design team conducted a lot of historical research and user interviews on the image of Tanjun to ensure the restoration of the image of Tanjun in the minds of players. However, the process of restoring the character is still challenging, because once the official's understanding of the character is deviated, the consequences will be unimaginable.
(officially seeks player opinions on character design)
From the character's portrait, you can also see the official understanding of the character Tanjun, especially the elements of tiger and bear. According to records, there was a bear and a tiger living in the same cave, praying to be transformed into a human body. Tanjun was born to the son of the Sun God after the bear was transformed into a human, which was intuitively reflected in the character portrait.
This shows IGG's foundation. They not only give the characters a distinct distinction and memory point, but also deeply combine myths and game content. Of course, the most important thing is that such a proper character design not only perfectly matches the local traffic, but also can gain users' favor.
. The gameplay of the Kaitian Festival theme is also available with this character. After all, Kaitian Festival is also one of the five major national holidays in South Korea. The development of the holiday gives users enough time to experience the game.
For example, the exclusive hero event "The Opening Festival", although the dungeon is still centered on the challenge of climbing tower levels, the design of the rankings and reward mechanism not only gives big R players enough sense of accomplishment, but also gives ordinary players generous rewards and rewards.
plus the level is named after the actual mountain in South Korea, which not only fits the identity of the god of Mount Danjun, but also increases the sense of closeness among local users.
In addition to the basic level copy, the game also planned a hero cultivation activity for the Danjun character who was launched for a limited time. Investing resources in the limited time to cultivate Danjun can reap rich returns.
In addition, there is also a "Treasure of the Gods" activity that passes the level and obtains props to open the treasure chest to get rewards. Limited characters such as the Battle of Tanjun can obtain a buff design, which is also to encourage users to actively participate in the event.
It can be seen from the design of the character Tanjun, to the launch time of the character, and to the launch of in-game activities, an interlocking chain has been formed. This not only requires the operation team to have an in-depth understanding of local culture, but also requires the team to have the ability to use this set of content in a simplified manner.
Judging from the actual market results achieved in the Kaitian Festival of "Mythic Heroes: Idle RPG", everyone recognizes the content of this event.
(Mythic Heroes: Idle RPG" Kaitian Festival version was recommended by the store)
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online and offline promotion and promotion
Reputation and user conversion
If it is just a role design that integrates with the local Korean culture, limited event design, and even the choice of the time point for the event to go online, then IGG's refined local operations for South Korea.
cooperates with the Kaitian Festival event to launch this node. Only then can IGG's efforts in later promotion and promotion can better highlight the strength of this global issuing manufacturer. Looking back at the promotional and promotion activities of "Mythic Heroes: Idle RPG", we can find that there are many details.
In this promotion and distribution strategy, offline marketing advertising is naturally the top priority.
In places like Hongda where young people often move, several huge billboards of "Mythic Heroes: Idle RPG" stand in the bustling area, effectively attracting young audiences to the game.
At the same time, you can also see the promotion of the "Mythic Heroes: Idle RPG" Opening Festival event in places with high traffic such as Hejing, Jiangxi Taxation Bureau, Chonglimen, Jianda Entrance Bus Station.
In addition, a complete set of online marketing also provides strong support for this promotion and promotion.
For example, after the Kaitian Festival version was launched, the official found various KOLs to cooperate.When choosing KOL, IGG also has the idea of expanding the circle from vertical to wide players. In addition to common game KOLs, KOLs such as beauty and life also promoted the Kaitian Festival activities in their own way, and successfully promoted the unique version of the content to more users.
. KOLs of different audiences also have different focus when displaying game content. For example, when the relatively vertical KOLs display the content of this event, they will focus on hero card combinations and other contents. The more general KOLs start from the content of the Kaitian Festival event node and win over players from the level of identity.
In this promotion process, IGG can also see that different styles of KOLs have enough freedom, which allows game content to be disseminated in a relatively gentle and euphemistic way. Such a non-stubborn promotion method is obviously easier to be recognized by users.
From the perspective of promoting games, the number of online layups has left a preliminary impression on many potential users. offline physical advertising is to create a hot and ubiquitous atmosphere, and add some driving force to potential players to download games.
From the perspective of brand operation, this time the promotion method combined with online and offline, as well as the appropriate understanding of Kaitian Festival culture, has also caused heated discussion at the player level.
Platforms such as the Korean local Naver community, Google, iOS App Store and other platforms can all see players' discussions and sighs. They not only expressed their affirmation of the content of the Kaitian Festival event, but also expressed their recognition of the manufacturers who have devoted themselves behind the scenes.
In addition to the promotional methods combined with online and offline, IGG has also redesigned the promotional materials for this opening festival event. New promotional materials have appeared in the newly launched characters in the game, event gameplay content, etc.
Comparing online and offline promotional content, this part of the redesigned material can help "Mythic Heroes: Idle RPG" find potential users more accurately, forming a complete promotion closed loop from publicity to conversion.
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Refined local operations are the key to the popularity of
"Mythic Heroes: Idle RPG"
Review of the performance of "Mythic Heroes: Idle RPG" in South Korea, we can find that IGG's understanding of local operations is not only reflected in this Kaitian Festival event, but this meticulous and in-depth processing has almost run through the entire process from content adjustment to product promotion and distribution.
For example, as the public beta content, IGG added Lee Sun-sin, a traditional Korean Peninsula hero to the game and used it as the core character in the promotional interface. Not only that, there is also a detailed life introduction to this character in the game.
In addition to the text content, the skills designs for the character in the game, such as the turtle ship sign, are also derived from the real historical story of Li Shunchen transforming the turtle ship during the Japanese turtle ship during the Iron Chen period. It should be noted that this is not only the localized content in the game, but also the key to enhancing user favorability during the promotion process.
For example, one month before the public beta, "Mythic Heroes: Idle RPG" opened dual-end pre-registration. Whether it is Google or the local game pre-registration platform in South Korea, this game has sufficient exposure.
After the official public beta, IGG even invited four local S-level voice actors in South Korea to promote and promote. In addition to gameplay and art, starting from the perspective of dubbing, it emphasizes the importance of "Mythic Heroes: Idle RPG" on sound details, as well as a comprehensive grasp of hero characters from appearance to modeling, to dubbing and then to cultural origins, indirectly conveying the characteristics of high-quality and high immersion of the game.
It can be seen that from the launch of the Mythic Heroes: Idle RPG to the launch of the Kaitian Festival version, IGG not only has a unique understanding of the promotion and distribution of new products, but also has great vision when looking for time nodes with local Korean characteristics, and can start around key time nodes, from character shaping, content gameplay to promotion, forming a complete closed loop.
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Conclusion
Overseas release seems to be a big deal, and it can be done by inviting various KOLs or celebrity endorsements, but in the process of implementation, there are still many details that need to be considered by manufacturers in light of the actual market situation.
For example, the choice of spokespersons, such as how to choose the channels for online and offline promotion, and then to the time point of the version update, are inseparable from the manufacturer's understanding of the market.
This time, the launch of "Mythic Heroes: Idle RPG" in the Korean Open Festival version event is actually a reflection of their refined operations. I believe that after such a version event, IGG can still produce more content that satisfies Korean local users.
After all, you can "majorly achieve results" during the public beta, but long-term operation is inseparable from understanding the market, controlling product content, and adapting to local conditions in terms of strategy details.
Considering that IGG is good at not only global issuance and in place localization, but long-term operation is also their long-standing advantage. This makes people reason to believe that in the subsequent version updates, "Mythic Heroes: Idle RPG" can still produce content that satisfies both users and the market.
