In recent years, both domestic and overseas, games have increased their participation and appearance rates in public welfare undertakings. Through charity fundraising or cultural linkage, game companies can also assume more social responsibilities.
Take the recent example. During the 99 Charity Day , Tencent Games gathered nearly 20 game merchants and launched the "Play for Good" Charity Action. Among them, "Peace Elite" launched the "Support Space Dream" event.
As one of the world's largest charity festivals, 2022 99 Charity Day will officially start on September 1st. This year, the new function of "one flower, one dream" will be launched for the first time to realize the "reverse initiation" and "co-creation of the whole people" of charity projects, so that every netizen can directly contribute to the charity field they are concerned about.
Players can help up to 10,000 rural children obtain aerospace science popularization education by learning aerospace knowledge and donating small red flowers in the game. Just two days after the event was launched, the player completed the highest goal of donating 20 million little red flowers.
This charity dream will be displayed in real time and phased to all players who participate and help. Through the game window, the threshold for public participation in charity has been further lowered.
01 Link charity and games
For a long time, charity as a niche culture has been in a tepid state in China. The way people participate in charity is also very single, which is to donate. The emergence of the Internet charity platform has ushered in a turning point in the development of charity and greatly lowered the threshold for people to participate in charity.
When it becomes the general trend for games to initiate cultural linkage and participate in public welfare undertakings, we want to discuss more: what a public welfare activity that is truly suitable for game products to initiate.
There is no doubt that it should be really effective. Through activities, we can truly mobilize the enthusiasm of players in the game and allow the recipients to truly receive help in an event event.
From this point of view, through the test of the "epidemic", we can see that hundreds of game manufacturers in the game industry donated materials and money, held relevant charity activities in the game and raised donations with players. Independent game creators also developed charity games to popularize protection knowledge and cheer for the society.
As the first game in the mobile game field to establish a long-term charity brand, "Peace Elite" has been exploring how to contribute to charity in the unique form of the game.
The huge player group of "Peace Elite" and the increasingly formed popular social platform attributes, combined with appropriate auxiliary forms, will be able to build a strong communication power.
Previously, "Peace Elite" combined product characteristics and joined hands with all walks of life to speak out for public welfare in many fields such as poverty alleviation and oceans.
In May 2020, Tencent Photonic Studio Group jointly with the Xinhua News Agency All-Media Editorial Center, through the Xinhua News Agency Kuaishou account and Penguin Esports platform, the theme of "Innovation Poverty Alleviation, Sound and Light" was launched to Chongqing Pengshui Miao and Tujia Autonomous County; "Peace Elite" also implanted the miniature scene of Pengshui " Chiyou Jiulicheng " and the local characteristic buildings, clothing, Miao embroidery and other cultural elements in Pengshui were also implanted into "Peace Elite".
In September of the same year, "Peace Elite" joined hands with the new media "CCTV Military" of the National Defense Military Channel of CCTV to launch the "Respect Immortal" - Hero Memories Never Fade Interactive H5 Activity, creating a monument in the game. Players can collect "white chrysanthemums" and offer them to veterans and heroes who have been going on for the country and nation in the war years, and use their actions to send their respects to the veterans and heroes who have been going on one after another for the country and the nation.
In the public welfare theme event, "Peace Elite" launched a monument engraved with "Remembering History and Cherishing Peace" in the game. As long as players open the game, they can see the standing monument on the top of the mountain on the Birth Island to commemorate the years of war. At the same time, an activity to repair photos of veterans was launched, re-emerging faces and touching stories before people's eyes.
What is reflected behind this is that "Peace Elite" truly plays the advantages of the game's carrier and combines positive value into the content elements of the game's text, pictures, music and other content. While experiencing the gameplay, the user's resonance and respect are also awakened. The original gradually withering of veteran memories has also become part of the game memories of thousands of players and is remembered forever.
With the original intention of bringing more long-tail positive benefits to social welfare, "Peace Elite" is relying on its own influence to continuously inject more open possibilities into charity.
These charity activities have received enthusiastic responses from the player group. The spirit of charity can form an coupled relationship with the game culture of "Peace Elite", which is highly related to the product characteristics of "Peace Elite" itself.
One of the advantages of "Peace Elite" to deepen its charity construction is its openness and freedom as a super digital scene: all aspects of "Peace Elite" that users can access, including maps, gameplay, skins, vehicles, etc., have become the soil for public welfare cooperation. The open space of public welfare in the game can be infinitely extended, making "Peace Elite" a natural incubator that can accommodate rich public welfare cooperation models.
This time, the "Aerospace Dream Help" is the official opening of the Peace Elite Aerospace Linkage.
"Peace Elite" and China Aerospace Shenzhou Media will be launched soon. Players will continue their previous openness and freedom, imagine the new experience of "ride rockets on the island and fly into the vast space" in the game, and experience a super real and immersive space adventure in the game, and continue the spirit of aerospace in the game.
02 Take charity as a brand for a long time to develop
In fact, from the perspective of the industry, participating in charity activities is no longer new.
But from the perspective of the effect, it is difficult for players to have a deep impression of the charity activities launched by most games, and the charity activities in the game are also difficult to trigger a lot of discussion.
And this time, the role played by "Peace Elite" is a bit special. It needs to achieve more precise goals and missions. This is a new attempt. It is more difficult to achieve better results while feeling the stones across the river.
The development of modern information technology has brought great changes to people's lives.
As the social influence of the game industry continues to increase, the possibility of combining the two major fields of games and charity is becoming more and more diverse.
games can use a very diverse model to provide practical assistance to people and regions in need, and import more social attention to it.
It can be seen that the openness of "Peace Elite" can not only create an imaginative competitive adventure world for players, but also become a natural connector for public welfare and the younger generation.
In contrast, the "Peace Elite"'s public welfare actions are more planned and continuous. This is not a gimmick of "on a whim", but an integral part of the long-term development of the brand.
Through the game, a highly interactive super medium, players participate together and share with each other, broaden the boundaries of interpersonal communication and find a sense of belonging.
At the same time, I also feel the spiritual identity from the bottom of my heart here. The form of game + public welfare allows the "young and kind" players to feel their "small" behavior and realize the "big" value of society.
Do charity in the game, allowing players to feel the positive value while responding to the psychological demands of young people.
"Peace Elite" itself is not only a huge traffic platform, but also a " amplifier " of content.
According to the regular game charity form, we can imagine that the game uses its own traffic advantages to choose some low-threshold activity forms to cover a large number of users.
"Peace Elite" certainly did the same, but it also considered how to combine the event content with the game itself tighter and make charity natural enough.
Nowadays, "Peace Elite" has explored innovative models on the road of public welfare, and has also provided a new development idea for the game industry to help public welfare and positive value.
This unchanging enthusiasm and persistence for public welfare has officially been upgraded to an indispensable part of the "Peace Elite" brand.
As a game, the Peace Elite is taking on more social responsibilities, allowing the call for charity to enter the lives of more people, and also making the lives of more people closer to charity.
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