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> 大奇幻时代 > 从《大奇幻时代》看国产手游出海韩国成功之道

从《大奇幻时代》看国产手游出海韩国成功之道

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从《大奇幻时代》看国产手游出海韩国成功之道
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楼主 显示全部楼层 发表于 2017-4-24 15:32:21

  从韩国Google Play畅销榜前100名的占比来看,中国游戏的占比已由2014年的10%上升到了今年第三季度的45%,韩国手游市场已经成为中国手游出海的必争之地。

  今年10月,韩国发行商NEXTMOVE宣布独家代理由蓝鲸研发的《大奇幻时代》韩国区发行。这是继《小师妹》等游戏之后,NEXTMOVE再次拿下中国游戏在韩国地区发行权。不负众望,《大奇幻时代》在韩国上线之后,在各大榜单斩获佳绩,先后拿下韩国OneStore(韩国最大应用平台)人气榜第一,销售榜第二,谷歌人气榜第一,谷歌销售榜第22。

  然而现在的国内市场前有渠道为王新增困难,后有鹅厂、网易的独占鳌头,加上版号新规的出台,出海依旧成为今年很多CP们的选择。然而作为发行商如何在众多游戏中寻找适合出海的游戏,并找准发行定位呢?来看看NEXTMOVE的韩国成功发行之道。

  只选择适合长线运营的精品游戏

  在如何选择产品代理方面,NEXTMOVE有着贯彻如一的观念:精良的游戏制作以及适合本土化长线运营,二者缺一不可。游戏在玩法上与韩国本土玩家保持较高的契合度,才是在榜单上拿下不俗的成绩的一个关键点。

  虽然韩国本土所研发的MMORPG,无论从画面品质,PVP,打击感以及世界观都更符合韩国玩家的用户习惯,且整体品质也更高。但是从游戏功能出发,《大奇幻时代》则具有更强的可玩性。游戏通过大规模PVE玩法,如怪物攻城等让玩家们可以相互扶持,协助进攻。同时PVP的匿名系统又让玩家之间可以相互追杀进攻。游戏内需要玩家间协同作战的PVE功能与不记名无限制PVP战斗,这样的“矛盾性”让游戏具备了一种人性的色彩。

  突出定位才能抓准用户

  从市场的角度来看,游戏在宣传的过程中更加强调矛盾与冲突,以人性善恶之两面性进行了概念上的加工,将游戏定位于“直面人性最原始本能”。 并将游戏的概念直接延伸到代言人的选择上,在不同领域里,《大奇幻时代》选择了形象各不相同的女星来担任代言,如日本当红偶像女星筱崎爱,演技派女星洪秀贤,说唱女星Heize。除了三位女星本身高人气在市场推广中造成了一定的轰动,带动了粉丝效应。其各自独特的魅力相互交映也衬托了游戏概念中的“两面性”。

  利用粉丝效应带动病毒营销

  《大奇幻时代》在韩国发行期间针对三位女星的特点以及游戏的精准定位,制作了3人共同参与的推广视频,进行品牌广告。同时拍摄了筱崎爱的写真集,吸引了众多男性玩家热情追捧,这让写真集在线下一度被高价交易,一本难求。

  另一方面,NEXTMOVE借着筱崎爱在韩国网络的超高人气,与超人气游戏直播主合作在网络上展开了线上直播的活动,该直播主是韩国youtube第一位订阅用户超过100万的人气网红,明星的效应让直播活动开展的十分顺利,同时在线观看人数一度超过32000人。并且在直播结束后,更有玩家自发对直播内容进行二次制作与上传,达到了一个病毒营销传播的效果。
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