"Photon certainly didn't expect to be overtaken by a sausage when eating genuine chicken", which is the first Weibo released by the CEO of Heartbeat after he settled in Sina Weibo.
I'm sure many friends didn't expect that this sausage was a hit for five years in one go. It not only became the first game with a download volume of over 1 million, but also set a record for Scooter DAU at the fifth anniversary celebration earlier this month.
five years is not short for a mobile game. Some products disappeared in the ups and downs, and some fell silent after their stunning appearance ... Only real gold can withstand the test of time and market. Sausage Party, which has just celebrated its fifth anniversary, has accumulated a lot and made its way out of the explosion.
When "Sausage" launched a high fever
1.416 million works and 67 million plays, it's hard to believe that this data came from the Aauto Quicker activity page of the fifth anniversary of Sausage Party.
You know, under the related topics of "games", except for "Shouqi Tianqi", the "Leading Brother" has more than 7 million works, the others are hundreds of thousands smaller. Although the humorous style of "sausage" has a certain degree of fit with humorous short videos, it is also becoming popular step by step. But less than a month after the topic was launched, it is very surprising to have this data.
in addition, TapTap officially revealed that the daily activity of the website during the fifth anniversary of Sausage Party was as high as 82,, which is also an amazing figure. So all kinds of signs of "high fever" can't help but make people curious. What happened to "sausage" on the anniversary?
welfare, live broadcast and linkage ... judging from the form of celebration, official activities are quite lively. But behind the different external forms, there is a similar internal taste: sincerity and accurate touch of the player's emotions.
during the activity, the official not only gave 5 candies (5 yuan for free) to all players, but also gave free linked limited suits. And the random mechanism of 3 out of 1 invisibly increases the interest of the activity. In the game, it is the online "reminiscence time capsule" gameplay. Everyone happily grabs the capsules together. Every time you open a capsule, you will wake up a memory. The first one is the brave men who fought in Pippi Circus in the S1 season to commemorate the seaside.
In addition, the theme song MW of the anniversary celebration was launched in the game, and I met my old friends again to relive my feelings and memories of that year ... This video was distracted.
The same video was uploaded to bilibili, and the word that appears most frequently in the comment area is-tearful eyes.
In terms of linkage, Sausage Party has reached a cooperation with the popular national romance Wu Liuqi. The two are highly compatible in temperament, both of them are humorous and young, and they have also created a "homophonic stalk" for the anniversary of Wu.
"Who can't love the linkage of Qi?" condensed the attitude of most players.
around the linkage with "567", the government has also launched a variety of activities. And excitement and welfare are hard to refuse in front of anyone.
under an activity post of the fifth anniversary, the author found a scene with temperature: a player said that August 8 is his birthday. Will anyone wish him a happy birthday? As a result, this speech received 77 replies and 14 likes, and reached the top of the list. Although it is a bit "upstaged", it is probably the player culture of Sausage Party.
It's true that the "high fever" of "Sausage Party" is attributed to the fifth anniversary activities. But you know, five years is not too short for a mobile game. The vast majority of games turn from prosperity to decline, not only losing time, but also losing to themselves. Therefore, looking at the essence through the phenomenon, this game achieved "two flowers" in data and word-of-mouth at the fifth anniversary node, which is the result of the long-term operation of featured content and IP-it has accumulated a lot and made its own way of explosion.
"Long-distance Runners" who focus on younger features
The time goes back to the beginning of 218, and the game circle is in full swing-the "chicken-eating war"-the "pig farm" takes the lead, and the "Goose Factory" catches up with the genuine PUBG mobile game, and all parties staged a "fairy fight" around the map area and the fidelity of the picture.
Sausage Party, which was late at that time, stood out from the fierce battle of "eating chicken" with its humorous graffiti cartoon style-"starting with a sausage, all the equipment depends on fighting", and 1 sausage people parachuted into the intestinal island, fighting to the end with their own skills, and the program exploded, making it magical to play. In fact, this new way of playing skillfully avoids the problem of insufficient hard power of small teams.
It's time to polish the feel of shooting, which once again makes people sit up and take notice of this newly-started team of only six people-breath-holding shooting, ballistic falling, real recoil, etc. Under the bizarre appearance, Sausage Party is a "hard" core.
if the popularity of "sausage" has some accidental elements, then its long-term research and development of characteristic gameplay and multi-IP around the younger attribute in the past five years will gradually turn accident into necessity.
From "transmitting capsules" to "dirty bombs" and then to "magic knives", the addition of exotic props and weapons has deepened the fun of fighting and added more joy to the competition; From "Rainbow Island" to "Hot Spring Villa" and then to "Cross Pedestrian Street", the arrival of brand-new maps continues to enrich the experience of fighting and inject fresh vitality into the game; From classic mode to arcade mode, and then to hide-and-seek mode, there are a variety of gameplay, and the five-year-old password of Sausage Party is connected in series. In the player's words, "Sausage Party's new mode of play spans too much, which often makes me feel that it is a new game ..."
The author once had this idea. At the beginning of last year, the game launched a new mode "Run! Intestines and intestines. " This is a parkour game, and 24 players have to go through four challenges to compete for the top three. Nine random map agencies have done their best, and the degree of "yin loss" is no less than that of variety shows. You should also be wary of the props of competitors, and the competition is fierce and happy.
In addition, "Sausage Party" is built around the depth of the season theme, which enriches the content of play and further enhances the novelty of the game.
For example, the theme of "Cosmic Supernova" launched in SS1 season, let us follow Altman to a wider space and attend parties with all kinds of aliens. There is not only a futuristic city full of space science fiction, but even a cat house, and the game directly crosses into the space age.
The theme also adds a unique "hypoxia mechanism", which means that when the intestine falls at high altitude, it will be warned of hypoxia. If you can't escape in time, you will be eliminated directly. Therefore, "it's too cold at the top"-holding the enemy in the high ground is also a way of playing ... This game is too "wild".
today's SS5 season continues the theme design of the game and directly crosses into the dinosaur era-"Go away! Dinosaurs. " Dinosaur Paradise, Museum, Young Dragon Garden, Treasure Dragon Cave ... These scenes satisfy our imagination of dinosaur theme parks. The arrival of the flying dragon, running dragon and Han Han dragon mounts has made the dinosaur park more interesting.
In addition to full of atmosphere, the dinosaur island has a complex terrain, with all kinds of zip lines, bouncing mushrooms, hot air balloons, etc. These facilities greatly enhance the novelty and excitement of the battle.
It is worth mentioning that the new hide-and-seek mode of this theme combines elements such as dinosaurs, paradise and hide-and-seek skillfully-cats can be transformed into dinosaur toys, dinosaur carpets, etc., and can also disturb hunters' vision with the help of exclusive props "snowballs". Hunters can use "dirty bombs" to see through the transformation of cats and cats ... The strange confrontation between the two sides highlights the novel experience and party attributes of the game. It is to let players realize that the "eat chicken" mobile game can still be played like this.
and the content of the new season mentioned above is just the epitome of Sausage Party's season play and R&D concept. Through the innovation of playing mechanism and mode, this work constantly combines fighting characteristics with maps, props and other mechanisms. And by the expansion of gameplay and worldview, we will build a game world with diverse IP for players. As Cai Xueying, the game producer, said, "The original positioning of Sausage Party was just a cartoon tactical competitive mobile game, or a shooting mobile game. Now, they hope that the game can become a cartoon diverse party world. "
"Content is king" is the unchangeable winning rule in the Red Sea environment. From its initial popularity to its current hot spots, Sausage Party has achieved a gorgeous transformation of itself and become a long-distance runner with enduring endurance in the category of "eating chicken" with its stable content update and in-depth excavation of younger and themed content.
Sausage Party is not just a game
When we mention the name "Sausage Party", the first thing that comes to mind is the game. But after five years of brand operation, it has already become an IP involving animation, fans, e-sports, and even breaking the circle to real life.
In the same year when the game was launched, Heartfelt and Interesting combined with the moon-changing culture to jointly create an IP derivative animation with the same name, which was broadcasted on the whole network in iQiyi. The drama is updated steadily every Tuesday and Thursday. Up to now, it has been updated to 41 episodes, ranking the first echelon of the platform country.
In p>219, Sausage Party won the "Popular Animation of the Year" at the "First Internet Film and Television Entertainment Festival and" Flying Heron "Entertainment Night" for its super popularity.
still in 219, Sausage Party officially started the layout of the e-sports map in ChinaJoy. Well-known teams and popular anchors gathered to launch an impact on the 5, bonus.
today, this game has formed a professional, popular and diversified tournament system, which is mainly based on "tournaments", supplemented by "Wulin Congress (double row)" and "Summer Outpost (four row)", providing opportunities for players and friends to approach e-sports and laying an e-sports stage for high-level players to show their abilities.
Like many popular games, "Sausage Party" has made several "circle-breaking" linkage activities. Presumably because of "sausage", this M& is hot with the food circle-from Pizza Hut to EGGBOMB, from Gan Yuan to M&; M's, this game is designed to make friends with foodies.
It's probably the reason for the graffiti cartoon style. Before the game was linked with "Wu Liu Qi", Altman was invited to the Intestine Island, so that you and I could become giants of light and open the door to heroes. Judging from the players' comments, these two linkages seem to have entered their hearts.
interestingly, before the fifth anniversary celebration, some people began to worry about the six-week linkage ...
From animation, e-sports, fan culture to brand cross-border linkage, the continuous expansion of game IP territory and the construction of multi-dimensional ecology have made Sausage Party not just a game, but a young culture-the game will one day "get old".
Written at the end:
Heartbeat and Sausage Party's "ambition" are not limited to China.
In p>221, Sausage Party directed at Southeast Asia and set foot on the road to sea. Due to the lack of "guaranteed marketing strategy", this game did not have the common "first shot" in the domestic market in the early stage. The distribution strategy of its overseas version is similar to the national service, focusing on KOL cooperation and short video "virus marketing", while impressing players with younger content.
however, in the following month, the download volume of overseas edition was nearly 15 million, ranking first in Indonesia and Malaysia for free. Whether it is the continuous popularity in China or the success in overseas markets, it is a confirmation of the underlying logic of Sausage Party's explosion road-young, distinctive content and long-term operation of IP.
In addition, the longevity password of this game may be related to its original intention-"Take Sausage Party as a parent-child game as a medium to accompany children ... We want to be Nintendo of China and become the childhood memories of this generation of children", which was mentioned when talking about the long-term strategy on the occasion of the third anniversary of Sausage Party.
five years is the same. Sausage Party, whose original intention has not changed, makes me look forward to its next five years.