The better it is.
For players of " League of Legends ", the annual anniversary is almost here as the summer passes.
On September 22, 2011, this epoch-making online game was launched in the mainland. In order to commemorate it, the national server will hold an anniversary celebration almost every year, distribute player benefits online and organize event programs offline, so that players of different flavors can participate in it and find fun as much as possible. Therefore, it is not an exaggeration to say that it is the "Spring Festival Gala" of LOL.
As before, even in the current situation of repeated harassment of the epidemic, this year's official investment in the anniversary celebration is still considerable. On the one hand, a large number of support benefits were opened in the game half a month in advance. Players can get free limited prizes as long as they start the game in any of their products during the period and complete the designated tasks.
On the other hand, a luxurious guest lineup was also formed in the offline stage of the celebration. The exhibition match was still led by the familiar double spokespersons Jay Chou and Wang Junkai :
"By the way, I used the barbarian to cut five kills in the mobile game performance match on September 2, which shows that the new album buff bonus is quite large, and it is recommended to increase the intensity."
In addition, Eason Eason Chan made his live debut in "The Lonely Brave". In terms of status alone, it is almost an indisputable top-notch in the industry.
Of course, in addition to the gimmicks brought by traffic stars, the professional competition is also exciting. In the summer playoffs, JDG defeated TES for the second time to gain the No. 1 seed, creating the best record in team history; in the bubbling stage, LNG also staged a dark horse counterattack, but unfortunately fell in the last level. In the end, the four teams, JDG, TES, EDG and RNG, represented the LPL division, went to S12.
At the same time, after looking at the entire event, the release of content related to game products has also been much richer than in previous years, especially on the product lines that have been launched in the "League of Legends" in recent years. After a period of operation and iteration, each matrix module has brought their own news:
, such as Genting Tactics. The 7.5 season "Dragon Realm, Hidden Seas" will be launched on September 8. Some Yizi will be removed based on the original 7.0 dragon version. At the same time, many new cards have been added to strengthen the original classic system, which is a large mid-season update every three months.
There is another new dragon to play
" League of Legends Mobile Game ", the subsequent 3.4 version launch plan has also been announced. Gwen will be the first to go online, and there are more new heroes in this version than before. At the same time, it was announced that the S7 season will be launched in October, and the "Scarlet Gold Battle Axe" Draven will be provided as a reward for ranking skins. Overall, it is still steadily advancing on the previous operational idea of "committing to restore the experience of the PC game and building an independent content ecosystem as much as possible".
"Golden Shovel Battle" will also update the "Dragon's Nest, Secret Sea" season on the one hand, and on the other hand, it will restart classic versions such as "Galaxy War" and "Wheel of Fate - The New Year of the Blessed Cow" to allow players to relive the past classic versions again.
Plus " League of Legends Esports Manager " which was launched not long ago, also gave login a ten-game benefit on the anniversary celebration, and announced that the global finals version will be launched simultaneously on the day of the start of the competition on September 29, and will also launch a new fair competition game mode "Decisive Battle Recruitment".
"I'm interested in the game and I'm just going to spend it, right?"
In addition, there are a series of updates to the main body of the PC game... Friends who often pay attention to LOL are probably aware of it. Although it has been split into several days of process in detail, the amount of information brought by the entire anniversary on the product end is actually significantly higher than before.
is also because of this. As an old player who has been in the trap since the first year of the LOL server, this kind of posture of competing with me is somewhat surprised and excited.
Although it looks like a turn that is only a point-to-point turn, for players, the room for imagination is really not small.
From "Grand Ceremony" to "Carnival"
In fact, if you observe carefully enough about the description of this anniversary celebration, it is not difficult to find that the official has emphasized it more than once this year in the announcement.
For example - "This year's 11th Anniversary Celebration of "League of Legends" has been completely upgraded, and it will meet all the summoners in the form of a "carnival"." Among the relevant manuscripts currently released by the official, this sentence is almost all placed in the first line, and its importance is self-evident.
"It's just about knocking on the blackboard to draw the key points."
But considering the outstanding achievements of Tencent in brand copywriting, at first I believe that many players (including me) did not take this change in promotional caliber seriously. Compared with the upgrade of brand strategy, people may be more concerned about what fresh work the organizers will produce on site this year, or what major news they will bring... I am indeed used to it. From the perspective of an ordinary player, this is probably normal.
was not until the event started on September 1st. I watched the online live broadcast for two or three days, and I vaguely understood the intention and weight of this anniversary brand upgrade. If I had to describe it in one sentence, it was probably - "Facts have proved that it is difficult to go from 0 to 1, but sometimes it may not be easy to go from 1 to 100."
↑League of Legends National Server First Anniversary Commemorative Skin Alice in Wonderland
Regarding this, it will be easier to understand for old players who are more familiar with the early development history of LOL.
For example, on September 22, 2012, the first anniversary celebration of League of Legends was held at the 1933 Laochangfang in Shanghai.
At that time, the Chinese server was just online, and its popularity had just improved. The circle was relatively low. The biggest move in the entire event was WE, which had just won the IPL5 championship and CLG.EU. The two teams played an exhibition match on the spot. Even if it was the finale, most of the rest were coser performances and awards ceremony. The overall design can only be described as simple. It is acceptable to use it to entertain yourself in the circle. It is really difficult to break the circle.
Rundown As mentioned above, today's workers can roughly feel
Later, as the popularity of the game gradually increased, especially in 2015, cooperation with Jay Chou made the product gradually popular, and the events began to develop towards sports. The anniversary celebration began to be held with the title of "Grand Ceremony" and the star performance competition, the summer finals, bubble competitions, the global finals departure ceremony and other series of high traffic weight links are deeply bound, gradually becoming an important part of the content ecology of the League of Legends.
, and then cultivated the official designated first sword saint of the national server Jay Chou
. Later, the anniversary celebration actually forms a fixed model in terms of content form, holding wonderful events, planning wonderful performances, organizing rich activity gameplay inside and outside the game, and essentially embracing popularity has not changed. During the period of
, there will also be some game-related content releases and strategic planning, but the proportion is relatively low. Of course, this cannot be blamed on Tencent. After all, one is that the stars of the event can bring traffic, and there is no reason to leave it alone. The other is that there is no stock in your pocket, which has led to a situation where a product has been leading the way on the huge stage for so many years.
Yes, as we all know, as one of the most popular and influential online games in the world, League of Legends was the "only son" of the family for a long time. Until the anniversary celebration in 2019, the fist, who had been holding back for a long time, threw a bombshell, and exposed several new products in his hand, which caused a lot of storm in the game circle at that time. Since then, the function of anniversary celebration as a major product news release scenario has gradually become prominent.
In recent years, many matrix products of "League of Legends" have begun to be launched one after another. The brand undoubtedly needs a convenient, unified, and high-powered external publicity channel. If you are surrounded by a circle, you can't actually choose a more suitable scenario than an anniversary celebration. Therefore, we can almost clearly feel the proportion adjustment of game-related content released in the anniversary celebration in recent years. According to my understanding, this is precisely the reflection of Tencent's inclination of resources from the traffic side to the product side.
For example, from 2020 to 2021, the major news that LOL mobile games and other products were launched was first released at the anniversary celebration. "
. This year, as mentioned earlier, the official description of the anniversary celebration was changed directly from "the ceremony" to a "carnival" with a stronger comprehensive atmosphere. Although the slogan on the poster - "We are the alliance" is exactly the same as the tenth anniversary, pay attention to the plural "we". This word was used to be interpreted from a single user perspective to strengthen the sense of belonging of LOL players. Now, re-examine it, and it seems that an IP-level consideration should be added.
makes an analogy. In a word, last year, it feels more like calling on players who have played League of Legends to come back and get together. The ten-year-old store is about to be renovated, and the menu is about to be upgraded. Let’s look forward to it.
This year, the expansion has begun to take shape. The boss has received a big reward. Whether you like classic dishes or new styles, all of them are discounted, highlighting the hope that all "alliance people" can receive high-quality services, recognition and resonance in this store.
In this regard, the general manager of "League of Legends" Huang Lingdong interprets it in the official VCR: "We believe that a good game culture can inspire people and inspire young people. Whether you are a "summoner", a "Yishi" or a "manager", as long as you like content together, we are the league." Now that you can say this with your head and chest, League of Legends has been brewing for too long.
A stage for players
Let's talk about this game, or the IP itself.
In recent years, everyone knows that the market is not optimistic, and there are more and more factors that restrict the development of the game industry. It is an extremely difficult challenge for "League of Legends" that requires frequent cross-border coordination in most cases.
l2 And even so, we can still find that the League of Legends IPs are rising against the trend, which is reflected in that they can pan out the big pie he drew a few years ago on time. During this period, E-sports brought "a team awesome" to universities across the country; KDA girl groups have become an important symbol of contemporary pop culture, and "Battle of the Two Cities" and "Let You Walk in the Dark Alley" have become phenomenal works together. Even if you don't play it, it is not difficult to find that this game has penetrated into all aspects of life in various forms, aroused people's curiosity, and allowed the entire player ecology to continue to grow... This is also where I still maintain a good impression of "League of Legends" despite being incompetent in rankings. What's more, it also holds many promises that have not yet been fulfilled, such as the MMO I personally look forward to most, and the second season of "The Battle of the Two Cities", or the previously rumored League of Legends movie universe ... Although the word "the future is promising" to describe an online game that has been in China for 11 years may sound a bit weird at first glance, but for League of Legends, it is indeed true. What touched me the most about this 11th anniversary celebration was not how effective the entertainment competition was, nor how important the product news presented during the period was, but the stage began to adjust its pace and began to try to give players the possibility of surprise in new directions. It reminds me of a summer in 2015. During my duty, I witnessed the almost explosive response and touching of "Final Fantasy 7 Remake" and "Shenmur 3" at the E3 Sony exhibition. "Famous scenes that have been recorded in the history of the game"
To be honest, I am not at the age when I came into contact with these two works in my early years, and I may not be able to truly empathize. However, through the players' ecstatic expressions and limbs, I can still experience the shockedness bathed in the light of miracles and the joy of being awakened by a BGM. To this day, I still firmly believe that that is probably the greatest happiness of being a game player.
Of course, I also understand that such a picture that is close to the ideal is somewhat unanswered for every ordinary player. After all, life is not a fairy tale, and there may not be so much willful and romantic space in the face of reality, right?
But if one day does happen, at least LOL players are lucky because they seem to have a stage that is worth looking forward to every year to carry this touch.
This is very important.
