What are the main drawbacks of NetEase’s “Chicken Eating” wilderness operation turned into a military exercise?

With the popularity of PlayerUnknown's Battlegrounds (hereinafter replaced by "chicken"), domestic game manufacturers are also actively developing similar mobile games in order to occupy the "hot cakes". At present, there are three mainstream mobile game manufacturers in China: NetEase, Xiaomi and Tencent. NetEase is particularly good at it. Recently, the interface of NetEase's chicken game has undergone relatively big changes, and netizens jokingly called "Wild Action" into a "military exercise."

Now I will analyze the shortcomings and analyze why NetEase does this? I summarized it,

The disadvantage: adding a large number of Chinese plots and characters, subverting the original world view design

Reason: 1. The chicken game was rejected by the national competent authorities and considered it inappropriate. In line with socialist values; 2. Blue Hole, a chicken-fighting game developer, believes that domestic manufacturers are suspected of infringing on intellectual property rights by developing chicken-fighting mobile games.

Disadvantages: Add a large number of Chinese plots and characters to subvert the original world view design

1. Banner?

“Don’t forget the original intention, keep the mission in mind, train hard and hone "Become a talented person", what is this? It's obviously the training slogan of the People's Liberation Army.

Banners such as "Maintain national security and safeguard world peace" are full of positive energy.

2. The blood changed from red to "green".

If there are points worth complaining about, it should be said that these are the above. In fact, the biggest change after this change is that the values ????of the entire game have changed: from the original pursuit of personal survival to the current one of cultivating soldiers for social justice and defending China's national interests.

Reasons

1. The chicken game has been rejected by the national competent authorities and is considered to be inconsistent with socialist values;

Recently, the WeChat ID of the Game Working Committee was announced Sources said: The Game Working Committee’s consultation received a reply – the business department of the State Administration of Radio, Film and Television believes that the game content of “PlayerUnknown’s Battlegrounds” does not conform to the core socialist values ????and traditional cultural habits. In view of this, the Game Working Committee recommends that domestic companies should not develop or introduce such games.

The WeChat article of the Game Working Committee stated: “Because this type of game not only commonly contains a lot of bloody and violent content, but also its game experience and survival concept similar to the ancient Roman arena seriously deviate from our society. The core values ??of socialism and the traditional cultural habits and moral norms of the Chinese nation are not conducive to the physical and mental health of young consumers.

In view of this, "Battle Royale" encourages killing, especially simply killing others. The General Administration has a clear negative attitude towards games in which the role played by game players is a means to achieve the ultimate goal, and it will be difficult to obtain a publishing operation license. For this reason, our committee recommends that domestic game companies should not arrange to develop and introduce such games, and do not advocate testing this kind of games. Attract users through game-like methods.

At the same time, e-sports, live broadcast and other platforms should not provide publicity, promotion and other services for such games.”?

2. Chicken-fighting game development. Shang Landong believes that domestic manufacturers are suspected of infringing on intellectual property rights when developing mobile games.

The recent chicken-eating game is very popular, but this makes Blue Hole, the developer of "PlayerUnknown's Battlegrounds: Battle Royale" in South Korea, unhappy. Recently, it was reported that Blue Hole officials will take relevant legal measures against pirated mobile games in the Chinese mobile phone market and carry out intellectual property protection work, mainly focusing on plagiarism of the art style of "PlayerUnknown's Battlegrounds: Battle Royale".

For example, this pixel-style chicken-fighting mobile game is very similar to the original game and has become the focus of this Blue Hole. It can be said that the current products of NetEase, Tencent and Xiaomi are very similar to "PUBG: Battle Royale". NetEase's modifications are inevitable.

Answer: Yang Jichao, a marketing expert + gamer, invites you to follow the WeChat public account marketing flight