Five years is not old, which is the explosion road of sausage party.

"Photon certainly didn't expect a real chicken to be overtaken by a sausage", which is the first Weibo released by Heartbeat CEO after he settled in Sina Weibo.

Presumably, many friends didn't expect that this sausage was on fire for five years. Not only did it become the first game with more than 1 100 million downloads, but it also set a record for DAU scooter at the fifth anniversary celebration earlier this month.

Five years is not too short for a mobile game. Some products disappeared in the ups and downs, and some products fell silent after their stunning appearance ... Only real gold can stand the test of time and market. The sausage party, which just celebrated its fifth anniversary, has accumulated a lot of money and stepped out of the road of explosion.

When sausage started to have a high fever.

14 16000 works, 670 million plays, it is hard to believe that this data comes from the Aauto faster activity page of the fifth anniversary of the sausage party.

You know, under the topic of "game", there are more than 7 million works except "Keep the Apocalypse" and "Take the Lead", and the rest are hundreds of thousands smaller. Although the humorous style of "sausage" is consistent with humorous short videos to some extent, it is also becoming popular step by step. However, less than a month after the topic was launched, this data is very surprising.

In addition, TapTap officially revealed that during the fifth anniversary of the sausage party, the daily activity of the website was as high as 820,000, which is also an amazing figure. So all kinds of signs of "high fever" can't help but make people curious. What happened to the sausage on the anniversary?

Welfare, live broadcast, linkage ... 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 event, the official not only sent 500 candies to all players (free of charge in 50 yuan), but also sent a limited set of linked products for free. However, the random mechanism of 1 zhong3 invisibly increases the interest of the activity. In the game, it is the online "reminiscence time capsule" gameplay. Everyone is happy to grab capsules together, and every time you open a capsule, you will wake up a memory-the first one is the warrior who fought Pippi Circus at the seaside in S/KLOC-0 season.

In addition, the game also launched the theme song MW for the anniversary, reunited with old friends, and relived the feelings and memories of that year ... This wave of video was distracted.

The same video was also uploaded to Miley Miley, and the word with the highest frequency in the comment area was-tearful eyes.

In terms of linkage, the sausage party reached a cooperation with the popular national romance. Their temperament is highly compatible, both of them are humorous and young, and they also create a "homophonic stalk" for Wu Memorial Day.

"Who can not love the linkage of Ah Qi?" It embodies the attitude of most players.

Around the linkage with "567", the official also launched a variety of activities. And excitement and welfare are hard to refuse in front of anyone.

Under a fifth anniversary activity post, the author found a scene with temperature: a player said that August 8 was his birthday. Will someone wish him a happy birthday? As a result, this speech received 77 responses and 104 likes, ranking first. Although it is a bit "stealing the limelight", this is probably the player culture of the sausage party.

It is true that this round of "high fever" of "sausage party" is attributed to the activities of the fifth anniversary. But you should know that five years is not short for a mobile game. Most games turn from prosperity to decline, losing not only to time, but also to themselves. Therefore, looking at the essence through the phenomenon, this game has realized the "double blossom" of 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 explosion mode.

"Long-distance Runners" who Pay Attention to Younger Characteristics

Back to the beginning of 20 18, the game circle was in full swing-heroes rose, "pig farm" took the lead, and "Goose Factory" caught up with the genuine PUBG mobile game. All parties staged a "fairy fight" around the map area and picture fidelity.

At that time, the sausage party, with its humorous graffiti cartoon style, stood out from the fierce "eat chicken" war-"starting with a sausage, all the equipment depends on fighting", 100 sausage people parachuted into sausage island, each showing their skills to the end, and the program was bursting, which was amazing to play. In fact, this new gameplay cleverly avoids the problem of insufficient hard power of small teams.

The polishing of shooting feel once again makes people sit up and take notice of this newly established team of only six people-holding their breath, ballistic falling, real recoil and so on. Beneath the strange appearance of the sausage party is the "hard" core.

If the popularity of "Sausage" has a certain accidental component, then its characteristic gameplay and long-term research and development of multi-IP in the past five years will gradually turn accident into necessity.

From "transfer capsule" to "dirty bomb" and then to "magic knife", 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 constantly enriches the combat experience and injects fresh vitality into the game; From classic mode to arcade mode, and then to hide-and-seek mode, there are various ways to play, and the sausage party has a five-year password in series. In the player's words, "The sausage party's new gameplay spans too much, which often makes me think it is a new game ..."

The author also had this idea. At the beginning of last year, the game launched a new mode "Run! Intestines, 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 achieved the ultimate, and the degree of "yin loss" is no less than variety shows. You should also be wary of competitors' props. The competition is fierce and enjoyable.

In addition, Sausage Party is built around the theme of the season, which enriches the content of the game and further enhances the freshness of the game.

For example, the theme of "Cosmic Supernova" launched by SS 1 season allows us to follow Altman to a wider space and participate in various alien gatherings. There are not only future cities full of space science fiction, but even cat houses. The game goes directly into the space age.

The theme also adds a unique "hypoxia mechanism", which will give a hypoxia warning when the intestine falls at high altitude. If you can't escape in time, you will be eliminated directly. Therefore, "it's too cold at the top"-it's also a way of playing to defeat the enemy at the top ... This game routine 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, Baolong Cave ... These scenes satisfy our imagination of dinosaur theme parks. The arrival of the mount of flying dragon, running dragon and Han Hanlong makes the dinosaur park more interesting.

In addition to the atmosphere, the terrain of dinosaur island is also very complicated, with all kinds of zip lines, bouncing mushrooms, hot air balloons and so on. These facilities greatly enhance the novelty and excitement of fighting.

It is worth mentioning that the brand-new hide-and-seek mode of the theme skillfully integrates elements such as dinosaurs, heaven and hide-and-seek-cats can be transformed into dinosaur toys, dinosaur carpets and so on. It is also necessary to use the exclusive prop "Snowball" to disturb the hunter's sight. Hunters can see through the transformation of cats with "dirty bombs" ... The strange confrontation between the two sides highlights the novel experience and partisan attributes of the game. It is to make players realize that the "eat chicken" mobile game can still be played like this.

The content of the new season mentioned above is only the epitome of the sausage party's season style and R&D concept. Through the innovation of playing mechanism and mode, this game constantly combines fighting characteristics with maps, props and other mechanisms. And through the expansion of gameplay and worldview, build a game world with diverse IP for players. As Cai, the game producer, said, "The sausage party was originally positioned as an animation tactical competitive mobile game, or a shooting mobile game. Now, they hope that the game can become a cartoon and diverse party world. "

"Content is king" is the unchangeable winning rule in the Red Sea environment. From the initial popularity to the current hot spot, the sausage party has achieved its own gorgeous transformation and become a long-distance runner in the category of "eating chicken" with its stable content update and in-depth excavation of younger and themed content.

Sausage Party is more than just a game.

When the name "sausage party" is mentioned, the first thing that comes to mind is games. However, after five years of brand operation, it has already become an IP involving animation, fans, e-sports and even breaking into real life.

In the year when the game was launched, combined with the moon-changing culture, an IP-derived animation with the same name was jointly created, which was broadcasted solo on the whole network of iQiyi, which was exciting and interesting. The play is updated steadily every Tuesday and Thursday. Up to now, it has been updated to episode 4 10, ranking the first echelon of platform countries.

In 20 19, the sausage party won the "annual popularity animation" of "the first internet film and television entertainment festival and" Flying Heron "entertainment night" with its high popularity.

Still on 20 19, the 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 500,000 bonus.

Nowadays, this game has formed a professional, popular and diversified competition system with "tournaments" as the main part, "Wulin Congress (double row)" and "Summer Outpost (four row)" as the auxiliary parts, 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 also done several "broken circle" linkage activities. Probably because of "sausage", this merger has swept the food circle-from Pizza Hut to EGGBOMB and from Gan Yuan to M & ampm. This game is to make friends with foodies.

Probably because of the graffiti cartoon style. Before the game was linked with "567", Altman was invited to land on the island, making you and me a giant of light and opening the door to heroes. Judging from the comments of players, these two linkages seem to have entered their hearts.

Interestingly, even 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 map and the construction of multi-dimensional ecology make sausage party not only a game, but a younger culture-the game will "get old" one day, but the culture with thick accumulation will only last forever.

Written in the last words:

The Heartbeat and Sausage Party's "ambition" is not confined to China.

202 1, the sausage party directed at Southeast Asia and set foot on the road to the sea. Due to the lack of "guaranteed marketing strategy", this game did not hit the "first shot" common in the domestic market in the early stage. The distribution strategy of its overseas version is similar to that of the national service, focusing on KOL cooperation and short video "virus marketing", and at the same time impressing players with younger content.

However, in the following month, the overseas version downloaded nearly150,000, 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 the sausage party explosion road-younger, content-specific, IP long-term operation.

In addition, the longevity password of this game may be related to its original intention-"Take Sausage Party as a parent-child game and a medium to accompany children ... We will 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 the sausage party.

Five years as before. The sausage party, whose original intention has not changed, makes me look forward to its next five years.