Xiake Game Creatives Interpretation：Advertising Analysis of New Myth and The Legend of Condor Heroes
01 Overview of the Status Quo of Xianxia Games
Based on rich local culture and IP advantages, Xiake games have always been the dominant track for Chinese manufacturers to go overseas. This type of theme game is often composed of two sub-categories, “Xianxia” and “Wuxia”.
Wuxia (武俠 wǔxiá) — literally means “Martial Heroes”. Fictional stories about regular humans who can achieve supernatural fighting ability through Chinese martial arts training and internal energy cultivation. Themes of chivalry, tragedy, revenge & romance are common.
Xianxia (仙侠 xiānxiá) — literally means “Immortal Heroes”. Fictional stories featuring magic, demons, ghosts, immortals, and a great deal of Chinese folklore/mythology. Protagonists (usually) attempt to cultivate to Immortality, seeking eternal life and the pinnacle of strength. Heavily inspired by Daoism
Wuxia games generally rely on the Wuxia novels of several famous artists such as Jin Gu Huang Liang Wen (Jin Yong, Gu Long, Huang Yi, Liang Yusheng, and Wen Rui’an) to create the game arena. Heroism and righteousness, self-cultivation and training are the main content of the game. At the same time, weapons, martial arts, manuals, etc. are also important game features.
Xianxia games also contain a lot of martial arts elements. But compared with Wuxia, characters in Xianxia are no longer men empowered by martial arts. Instead, they are equipped with powerful magic weapons while physical martial arts are weakened.
In recent years, in order to get rid of excessive reliance on IP and find new growth points for users, many excellent Wuxia/Xianxia games have begun to transform. Not only do they gradually transform themselves to Card and Idle Games, but implement innovation in advertising creatives.
Many advertisements not only showed re-enactments of the original classic plots or gorgeous special tricks but also start to emphasize face-squeezing, dating, friends making, home leisure and other elements. Overseas advertising areas are also more concentrated in Hong Kong SAR, Macau SAR, Taiwan of China or Southeast Asia and other countries and regions that have a high degree of acceptance of Chinese traditional culture.
02 Analysis of the Advertising of Overseas Top Xiake Games
Xianxia games: New Myth
Eskyfun is a rapidly-growing game company focusing on overseas markets. It has rich research experience in RPG, Card, Turn-based and other types of games. Its self-developed games include 神魔三国志, 三国杀名将传, and 封神问情.
Eskyfun has established its presence in Hong Kong SAR, Macau SAR, Taiwan of China, Europe, America, Southeast Asia, South Korea and other overseas regions. By the virtue of its own high-quality products and refined promotion and operation strategies, Eskyfun has repeatedly reached the “Top 30 Chinese Publishers and Applications in Overseas Revenue” list released by App Annie.
New Myth is a Xianxia MMO and ARPG game published by Eskyfun. It was launched in Hong Kong SAR, Macau SAR, Taiwan of China and Singapore and Malaysia in January, and successfully entered and ranked high in Taiwan’s best-selling list.
In terms of advertising, New Myth has continued to increase its advertising since January. The day peak of advertising in the early stage exceeded 1,000, and the advertising has since stabilized. As of April 1, more than 13,000 sets of ads have been published on both iOS and Android devices.
The regional distribution of advertising is in line with Eskyfun’s usual advertising strategies. China’s Hong Kong and Taiwan are the main release areas for New Myth, and both accounted for more than 30%. And the main advertising channels include Facebook (FAN) (30.81%), Facebook (22.65%), Instagram (19.89%), Messenger (17.56%). The main types of advertisements are In-Feed Ads.
In terms of advertise creatives, the advertisement of New Myth is mainly presented by the combination of real person explanations and real machine demonstrations. For example, in Creative one, in the early stage, the Creative Director introduces the concept of game role modeling to the audience, showing the process of creating and polishing the role model, and in the late stage, the advertisement shows the role-featured gameplay mechanism (including group harming attack, passive blood recovery, on-hook collection of equipment, etc.).
The advertisement showed the “Craftsmanship” of the producer on polishing the product, and it also narrowed the distance between the players and the team behind the game. In the increasingly homogeneous environment of game creatives, this type of creatives is eye-catching.
Wuxia game: The Legend of Condor Heroes
The Legend of Condor Heroes, an IP masterpiece released by SuperNova in January, is an RPG card strategy game that integrates card collection, plot interaction, PVP/E, city occupancy and other gameplay elements. After its launch on Google Play, it ranked among the top 5 best-selling games in Hong Kong SAR and Taiwan of China. According to the official report, The Legend of the Condor Heroes has exceeded the 100-million-yuan threshold in the first month in China’s Hong Kong, Macao and Taiwan, and jumped to top 30 in “Ranking of Chinese Publishers’ App Overseas Revenue” released by App Annie in February.
As for advertising, the advertising of The Legend of the Condor Heroes was mainly concentrated in the early stage of the game, and the highest daily advertising during this period exceeded 400.
In terms of advertising regions, China’s Hong Kong SAR, Macao SAR and Taiwan of China are the main markets for the game. The main distribution channels are Facebook (FAN) (29.24%), Facebook (21.39%), Instagram (21.24%), Messenger (21.24%), Admob (6.88%). Advertisements are mostly showed as In-Feed Ads.
In terms of creatives, thanks to the IP authorization, the advertisements of the game are mostly expressed in a combination of classic video clips and gameplay demonstration, focusing on the nostalgia style.
In Creative one, the game’s character attributes and gameplay is introduced by the clips of the encounter of Xiaolongnv met Zhou Botong in TVB 95 version of Condor Heroes. Some common and funny plot-oriented advertising creatives are also included.
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