The 24 Hours of ＂Black Myth＂ Explosion： A Circle-Breaking Marketing Event Planned by Multiple Parties

　　At 10:00 on August 20, domestic 3A"Black Myth: Wukong" (hereinafter referred to as "Black Myth") went live. Within 24 hours, the pictures, videos, live broadcasts and discussions of this action role-playing set in Chinese mythology were overwhelming.

　　People outside the circle have not had time to understand what "Black Myth" is, and the endless cultural tourism marketing and joint cooperation have already swiped the screen social network. Luckin Coffee, Hisense and other brands entered the market; on the second-hand trading platform, the original price of "Black Myth" physical collector’s edition, which was originally priced at 1998 yuan, has been hyped several times, and some sellers bluntly said "the price will be raised to 10,000 yuan tomorrow"; overseas players also participated in this carnival…

　　"The appearance of’Black Myth ‘fills the gap of domestic 3A games, and has the core of domestic Westward Journey culture." Industry insiders Xiang Nandu and N Video reporters analyzed. In fact, there are traces of this "breaking the circle" debut. Four years ago, the demo video was released, two years ago, Shanxi Cultural Tourism had combined the game for promotion, and an offline trial was held a year ago. Every move of "Black Myth" has attracted the attention of the outside world.

　　Therefore, on the day the game was launched, the producer Feng Ji believed to himself: "Even if you have never played any action adventure games, I am confident that Black Monkey (the game’s nickname) will be your suitable first love."

　　The domestic 3A game "Black Myth: Wukong" was launched on August 20.

　　After years of planning, you will reach the top when you go online

　　This is a carnival that has been planned for years.

　　"I was an assassin in Egypt, a demon hunter in another world, a dragon hunter, a knight, everything. Now I finally see a glimmer of hope that I can return to the other world in my own country and be a monkey brother." When Black Myth released its first real-world demo video four years ago, the most popular comment said so.

　　On August 20, four years later, Black Myth, which had been in the works for seven years, was finally launched.

　　On the day of the game’s launch, "Black Myth" quickly topped the list of the hottest games on the game platform Steam with the data that the number of online players exceeded 1 million at the same time. 24 hours after the launch, as of 10:30 on the 21st, the number of online players of the game on Steam has exceeded 2.20 million.

　　"Black Myth" topped the list of best-selling and most played games on Steam.

　　Not only did it reach the top of the game list, but the related topics of "Black Myth" also exploded on social media. "The company is on vacation to play games", "Luckin Coffee joint products are sold out", "Redmi mobile CEO’fish ‘playing games" and other topics kept swiping the screen.

　　Black Myth has finally given long-awaited gamers a run for their money. "It’s like the Chinese have made a big Avengers movie, especially in terms of special effects and technology," Mr. Erin, a pseudonym, told Nandu. "And it’s based on our own cultural story, not western mythology."

　　Xie Cong (a pseudonym), after experiencing it for 5 hours, commented on "Black Myth" as "exquisite graphics, silky operation, and restoration of the world view of" Journey to the West ". He sighed:" Children who read Journey to the West when they were young should imagine that they can kill demons like Wukong! "

　　At the same time, some players have raised some feedback that the experience is not good. Seinfeld (pseudonym) said that it took him more than three hours from finding the first boss to defeating it. "The game does not have a map system to guide, it is easy to get lost, and it takes a lot of time and energy to find the way."

　　Why is "Black Myth" so popular?

　　Pan Helin, a well-known economist and member of the MIIT Committee of Experts on Information and Communication Economics, said in an interview with reporters in Nandu, "because there was no one on the domestic 3A track before."

　　The so-called 3A games refer to stand-alone games with high development costs, long cycles, and high consumption of resources. Pan Helin pointed out that the fundamental core of 3A games is experience. In the past, there were no domestic 3A games, and many players lacked this experience.

　　"The appearance of’Black Myth ‘fills the gap of domestic 3A games, and has the core of domestic Westward Journey culture." He believes that there will be many 3A game works in the future, and there will be many puzzles needed to fill the gap in the industry. "All in all, as long as it is a blank field, the first one to enter will definitely be popular."

　　Despite its diverse cultural backgrounds, "Black Myth" still attracts many foreign players, who use words like "crazy", "beautiful", "incredible" and "greatest" to express their love for the game.

　　On overseas platforms, in order to familiarize and understand the game, some foreign netizens dug out the foreign version of "Journey to the West" and said that they had read the story before the game was launched. Foreign netizens who have not read "Journey to the West" are also asking each other which version of the translation they should buy. Others in Vietnam recalled their experiences watching TV dramas and shouted, "Sun Wukong is a god!"

　　Cultural tourism "cross the circle", which has been promoted two years ago

　　On the first day of its launch, "Black Myth" gained attention from both inside and outside the gaming industry, dominating the hot search list and forming a trend of national discussion.

　　Wang Teng, deputy general manager of Xiaomi’s marketing department in China and general manager of the Redmi brand, wrote that the first thing he did when he arrived at the company was to download "Black Myth", which was once a hot search topic. Entertainers Wang Mian and Yang Di also posted photos of themselves playing the game on social media, while actor Chen He posted that "it is uncomfortable to play on a plane".

　　Compared with some players who are attracted by the popularity of the game, their gaming peers can better appreciate the significance of opening the first domestic 3A game.

　　"After more than 20 years in the industry, I would never have imagined that the best stand-alone game in the world was developed by the Chinese, just like a dream." Charles Young, editor-in-chief of IGN China, wrote excitedly.

　　Huang Yimeng, CEO of game company Heartbeat Network, commented publicly: "Black Myth is a huge milestone that can influence the future direction of China’s game industry, inspire more talented creative teams, and go downThis single-plank bridge, try to make a decent stand-alone game and win more respect and rewards. "

　　"This game not only carries the hopes and dreams of the domestic game industry, but also a masterpiece that we as supporters look forward to together," Sichuan Muziyang Technology Co., Ltd., which specially announced a day off for the launch of "Black Myth", wrote in its holiday announcement.

　　Nandu reporters noticed that many domestic game companies decided to take a holiday on August 20 to allow employees to experience the game. Among them, Chengdu Youcha Technology Co., Ltd. not only took a half-day holiday, but also reimbursed employees for the cost of purchasing the game.

　　The head of Gamera Game, the game publisher, told Nandu reporters that the company had a day off on August 20 to allow employees to experience the game at home. "We are a game distribution company ourselves, and all our colleagues are game-loving players. When we encounter a game masterpiece, we will take a holiday to let employees experience the game at home."

　　After "Black Myth" was officially launched, cultural tourism and propaganda departments in various places also took advantage of the opportunity to conduct cultural tourism marketing.

　　Sichuan "Anyue Rongyi" released a video to compare and show the Anyue stone carvings in the game and in reality, with a caption saying that "the Anyue stone carvings in reality are more and more beautiful than in the game"; Anhui "Anqing Cultural Tourism" released a video to share the local attractions Tianzhu Mountain and Baizhai that appeared in the game; Zhejiang "Lishui Cultural Tourism" WeChat official account released an article introducing the Lishui Shisi Temple, where "Black Myth" was filmed…

　　Many cultural and tourism departments released propaganda content related to "Black Myth".

　　Shanxi Cultural Tourism is known as the "biggest winner" in this round of traffic carnival, which also stems from the local promotion that has been carried out before the game is launched.

　　According to reports, most of the game filming locations disclosed by "Black Myth" come from Shanxi. As early as two years ago, the Shanxi Provincial Cultural Tourism Department has launched a promotion in conjunction with "Black Myth", and its Bilibili official account has launched a series of videos "Follow Wukong to visit Shanxi". At present, the series has 9 videos, and the cumulative playback volume is nearly 5 million.

　　The official account of the Shanxi Provincial Department of Culture and Tourism released a promotional introduction to "Follow Wukong to visit Shanxi".

　　Ding Daoshi, an internet analyst, told reporters in Nandu that the local cultural tourism "ride on one’s coattails" is a good thing, combining games with culture to achieve a two-way journey. "Many scenes in’Black Myth ‘are directly based on historical and cultural attractions, and they came to’hit the hot spots’ at the right time."

　　The surrounding fire broke out, the producer "already expected it"

　　The popularity of "Black Myth" in the commercial field continues to grow.

　　It is reported that there are four versions of the game, namely the digital standard version priced at 268 yuan and the digital version priced at 328 yuanEdition, the physical version of 820 yuan and the physical collector’s edition of 1998 yuan. Among them, the physical version and the collector’s edition are sold out immediately.

　　According to estimates by third-party institutions, from June 8th to July 13th, the pre-sale sales of "Black Myth" have exceeded 1.20 million copies, and the pre-sale sales have exceeded 400 million yuan.

　　The customer service staff of the Black Myth self-operated flagship store told Nandu reporters that two batches of the game’s physical deluxe version and physical collector’s edition were each released, and the same ID account could purchase a set of both the deluxe version and the collector’s edition. At present, the products have been sold out.

　　Black Myth: Wukong physical collector’s edition.

　　Nandu reporters searched and found that on the second-hand trading platform, the price of the physical collector’s edition of "Black Myth", which was originally priced at 1998 yuan, has been fried to 2480 to 9998 yuan. There are also many users who put up goods at 7.7777 million yuan, 999,900 yuan and other prices. The caption said "not for sale, just show off".

　　A seller told Nandu reporters that he grabbed it during the second wave of pre-sales on June 18 this year. After the sale started, the page showed that it was sold out. "Keep clicking, and finally got it."

　　"Today (20th) I can still sell more than 6,000, which is a loss." Another seller said that he grabbed two sets of physical collectors’ editions with different accounts and resold them at a price of 4,888 yuan each the day before the game was officially launched.

　　After the game went live, in the seller’s store, the "Black Myth" physical collector’s edition set is still on sale. "There is a price increase, and the price will increase to 10,000 yuan tomorrow," he told Nandu reporters.

　　The high traffic of "Black Myth" has also attracted a large number of brand collaborations.

　　On August 19, Luckin Coffee launched its joint product "Black Myth Tengyun American Coffee" with "Black Myth" and related promotions. That morning, many netizens posted that the store’s ordering system was faulty, and the joint package coupons purchased in advance could not be verified.

　　In this regard, some netizens complained of "being played by Luckin as a monkey". Subsequently, Luckin Coffee officialThe post responded that there was a brief problem with the package system in the morning, which has been fixed. The peripheral products of the joint package have been sold out, and a replenishment plan has been formulated. It is estimated that the production will take about 15 days.

　　Luckin Coffee is a joint product of Black Myth: Goku.

　　Not only that, on the "Opening Ceremony" event page of the Black Myth self-operated flagship store, there are 21 joint peripherals for sale, including Hisense e-sports screen, Lenovo computer host, MSI graphics card, state-driven solid-state drive, Feizhi gamepad, and Jikos Industrial joint T-shirt. Among them, the Lenovo computer host with a pre-sale price of 15,999 yuan has been paid by 803 people.

　　In Ding Daoshi’s opinion, although the game is a 3A masterpiece rooted in the traditional Chinese culture "Journey to the West" IP, the entire production process, production model, game engine, operation mode, etc. are all biased towards globalization, allowing global players to get started quickly.

　　At the same time, Pan Helin also pointed out that there is still much room for improvement in the game’s storytelling and open exploration of "Black Myth". "The game’s storytelling is to give players a greater touch and immerse them in it. In contrast, those monster levels and the sense of attack are not so important. In addition, open-ended games should increase player freedom."

　　The producers seemed to have anticipated the game’s explosion.

　　Five hours before the game’s global unlock, Feng Ji, the producer of Black Myth, posted on social media: "The magic of a good game is that it allows you to immerse yourself in the present moment; immersing yourself in the essence of the present moment must be a serious experience of selflessness. The more straightforward truth is that drinking water is refreshing when you are thirsty, and eating is fragrant when you are hungry."

　　Produced by: Nandu Instant

　　Coordinator: Nandu reporter Xiang Xueni Zhang Qianhan