Recently, "Canterbury Princess and the Knights Awakening the Champion's Sword" has opened for the 1.5th anniversary.
Unknown to me, this game completed a 180-degree transformation. In the early days, "Kan Gong" was synonymous with nonsense: - product name, pixel style. Since Bilibili Games Company represented and launched this product, almost all promotional methods were excluded.
Now, the original sand sculpture positioning of "Kan Gong" has become a heart-warming game for players. After reading the relevant video reviews for the 1.5th anniversary, I found that this game has become a product that pays great attention to content, and there is also a transformation from content to product gameplay hidden behind it.
The changes and challenges behind "Kan Gong"*
"Kan Gong" has always been a "special" product.
Seldom products are as useful as it is. "Kan Gong" clearly defines its positioning: in the game, highlight the highly recognizable pixel visual style, and create a plot that can capture the player's eyes; in addition to the game, use the entire activity to amplify the characteristics of these two products to form a force to break the circle.
Relevant people once revealed to Grape Jun that more than 50% of the new players added in "Kan Gong" came from groups outside the portraits of Bilibili game users at that time, which was one of the products with the most obvious outside the circle effect.
According to conventional thinking, this practice can continue, constantly refine stem culture in the product, and form its own unique cultural circle. However, "Kan Gong" not only has a very different appearance from the market, but also has a great contrast in content and appearance.
The appearance of the game is "sand sculpture". After the player is disarmed, the inside story is filled with swords that make the player heartache. Moreover, these contents are not weakened by pixel style and pure text expression, but are more impactful because of the contrast between beauty and cruelty.
From World 1 to World 14, "Kan Gong" now has the ability to tell stories that is cruel, profound and moving, making it difficult to make a choice, and ultimately makes players deeply moved by its content. Under the previous anniversary video, a considerable number of players mentioned that they had seen the entire promotion content and entered the game with a try-through mentality. As a result, they have been playing until now because of their excellent plot.
In the past two years, the comments below related videos are worth noting. These differences have become increasingly prominent over time. The reason why "Kan Gong" celebrates its 1.5th anniversary is partly due to the continuous evolution of its products. Two levels of transformation have been completed: First of all, "Kan Gong" takes two routes at the same time: sand sculpture and heartfelt.
You should know that after formal games enter long-term operation, a specific direction is usually needed to determine. But "Kan Gong" is different. Although its content is becoming more and more cruel, it does not mean that it has abandoned the sculptural part. On the contrary, pixel style and nonsensical funny expressions are important components of their particularity. Therefore, in the subsequent operations of "Kan Gong", not only "I want everything", but also distinguished the two functions. The "sand sculpture" route starts from the expression of products and is the main force in outside the circle marketing. From the practice of Bilibili games, we can see that they will use this method in key nodes such as public beta and anniversary celebrations, and each time they will strengthen the entire event and amplify the pixels and nonsensical style of "Kan Gong".
When the game was launched last year, the official released a cooperation with Tengger singer in the brainwashing music adaptation of "Dala Bang Bar", and used Tengger singers to make pixel images in the video, which gained more than 2 million views. Other out-of-circle nodes that use main site resources, once pixel materials are involved, "Kan Gong" is almost always promoted in a dump way.
