The glory of the king's brand history or introduction?

About the five-year history of the development of the glory of the king

At the end of p>215, the glory of the king was first tested, which is the time when most people know that this game will come out. Judging from the Baidu index, after nearly ten months of settling time and climbing period, the glory of the king stabilized the heat value at around 35W. From July, 216 to December, 216, "the glory of the king" stayed at the heat of about 35W for about five months, and began to climb again in early 217, and climbed to the heat of about 55W in just one and a half months. Then, in July, the glory of the king climbed to 7W again.

It seems to be a short, fast and high-speed outbreak in less than two years, but in fact, the development time of the glory of the king has been five years. These five years have witnessed the transformation of tencent games.

Ba San Guo OL Project (212-214)

The original the glory of the king is a client game called Ba San Guo OL, which is an important pawn for Tencent to occupy the MOBA-like e-sports market after League of Legends. Because of the sweetness of League of Legends, Tencent attached great importance to MOBA's end-game tour at that time, including Hegemony developed by the former Quantum Studio and Overlord of the Three Kingdoms OL developed by the former Wolong Studio, and there were games such as Super Heroes and Catastrophe of God.

unlike the rest of Tencent's MOBA chess pieces, Ba San Guo OL, which was established in 212, is an RTS game. Traditionally speaking, RTS is the originator of MOBA, which means it is more difficult, so that there has been a trend to turn RTS of multi-control units into simple MOBA games in research and development.

the choice of genre has laid a foundation for the project transformation of Ba San Guo OL in the future. Tencent later explained that the transformation of "Ba San Guo OL" only used "great changes in the game market and user needs", but in fact, it was too optimistic about MOBA games, so that it was also optimistic about the market extending to 3D MOBA and RTS. It was really a bit over-excited.

The Battle of the Three Kingdoms OL adopts the battle mode of 4V4, which can control small soldiers and uses unreal engine 3. Configuration basically confirms the great investment of tencent games. The game official website can still be found through search engines. Even now, "The game has changed from now on" on the Banner map can feel Tencent's ambition in MOBA e-sports before 214. Official website's last announcement was updated in July 214.

Later, in the research and development of the glory of the king, many techniques and other inspirations that were discovered and used in Ba San Guo OL were used, such as the recovery of vision after the disconnection and restart, which also helped the glory of the king to quickly pass the simplest project establishment period and turning point. According to the relevant person in charge of the glory of the king, from the development of Ba San Guo OL to the glory of the king, the whole technical architecture has basically not been modified.

in addition, most of the early heroes in the glory of the king are the characters of the Three Kingdoms, which is also related to "Ba San Guo OL".

The project "Ba San Guo OL" belonging to the former Wolong Studio basically stopped shortly after this node in July. It is worth mentioning that it is not only "Ba San Guo OL" that stops, but also the name "Wolong Studio".

▌ Reorganization of Tencent's Eight Studios (October 214)

In October 214, tencent games released a full-time email on "Decision on Organizational Structure Adjustment of Interactive Entertainment Group and Appointment and Dismissal of Middle-level Management Cadres", the main content of which was "Breaking up the original eight self-developed studios in tencent games".

The outside world interprets the reorganization of Tencent's eight studios as tencent games's expectation and repositioning for the future development of the game market: reducing the investment in end-game self-research projects and shifting the general direction to mobile games. Among them, the rise of Tianmei Studio is the ambition of Tencent's self-developed product layout. Before that, the "Tiantian" series of mobile games produced by Tianmei Studio gained rapid value-added.

Some people set the time for tencent games to transform into a mobile game in 213, mainly due to the value-added packaging of "Tiantian" series.

Wolong Studio, which belongs to the R&D team of Ba San Guo OL, was merged into Tianmei Studio in this adjustment. Yao Xiaoguang, the head of Tianmei, who took over the Wolong Studio, was only one year away from adding "Father of the glory of the king" to his label.

▌ The Battle of Heroes (214-August 215)

Nowadays, it is difficult to find the detailed introduction traces of The Battle of Heroes on the Internet, and searches on Baidu are basically classified as the glory of the king. But the name really existed for about ten months.

The basic team of the R&D team of Battle of Heroes is a transition from the project of "Ba San Guo OL". After the project was established, a large number of programs, arts, planning and operations with experience in mobile game development were called from other studios, and finally a research and development team of about 1 people was formed.

teams with such a large number of people are also rare in the research and development during the end-game period, not to mention that they are working together to make a mobile game that looks much smaller than the end-game period. Only from the configuration, there will be a question of "need such a luxurious configuration". But in fact, they need to grab time.

although it was Tencent that invented the concept of MOBA, the first game company to do MOBA esports on mobile phones was not Tencent. In January 215, a company called Shanghai Douwu launched its MOBA mobile game "The Battle of Freedom" and registered the patent of "Double Roulette Operation".

There is another episode about the copyright of the patent of double roulette. Netease obtained the patent authorization of Shanghai Teahouse this year, and applied this patent to its recently launched MOBA mobile game "Decisive Battle for Peace in Beijing". It is understood that "the glory of the king" is actually not authorized by this "double roulette operation" patent, so it has caused a lot of trouble for a while.

In the early days, the game mode of "Battle of Freedom" focused on the battle modes of 1V1, 2V2 and 3V3, and the idea was to make a shorter and faster game to cater to the debris time. So even though "Battle of Freedom" has 5V5, it is not the main mode.

This idea is also recognized by The War of Heroes. In the first beta version of Battle of Heroes, which was launched in June, 215, the game has only two modes, 1V1 and 3V3, and the traditional MOBA has been reduced from three roads to one road. These two fighting modes are the chaos and adventure modes in the later mature the glory of the king. On the other hand, War of Heroes follows the growth line of RPG, puts the plot in an important position, and sets a numerical growth line for the characters to rise and upgrade.

After it was launched, War of Heroes immediately encountered a serious problem of low feedback. According to the relevant person in charge, the new user curve and active user curve of the game were ugly at that time, and there were many negative feedbacks on the basic experience and gameplay mode. Players' focus is basically not around the core of the game "MOBA", but only on the hero's modeling, original painting and so on.

The overall reason is that "the core of the game is MOBA, which doesn't match what is actually reflected in the game content". First of all, blindly pursuing the fast pace to cater to the fragmentation time to simplify the MOBA strategy of the game will highlight the fighting and action of character fighting, reduce the strategy and enhance the action, and the game will change from MOBA to an action game that is done as soon as you meet. Secondly, whether to be a MOBA with the same starting point or an RPG that allows players to cultivate their own values, there is a contradiction between positioning and planning in the War of Heroes.

For the above reasons, the expected MOBA users can't enter and accept The Battle of Heroes well.

As a result, The Battle of Heroes was quickly rejected after the second test version failed in August.

▌ In the name of the glory of the king (August 215-October 215)

There was only a two-month gap between whether The War of Heroes was rejected and the first test of the glory of the king. During these two months, we have experienced many nodes such as renaming, refreshing the brand, modifying the game kernel, running away redundant content, and re-dividing the architecture focus. Basically, everything has been changed except for the resources such as art and the basic technical framework, which was transferred from the War of Heroes.

The guide page of the early War of Heroes is very similar to that of the glory of the king now, and da ji has also continued.

The core replacement point can be seen from the different positioning slogans of War of Heroes and the glory of the king we have found now. The slogan of War of Heroes was "MOBA's first true competitive mobile game", while the slogan of the glory of the king has been used to this day as "5V5 hero fair game mobile game".

the glory of the king added a real-time battle mode of 5V5 on the basis of Heroes, weakened the importance of adventure mode and chaos mode, and added it to entertainment mode in real time as an auxiliary gameplay. At the same time, the original numerical growth system is completely eliminated from the real-time battle mode, and the talent mode in the game is modified into the equipment mode.

in the end, the original War of Heroes, which appeared in the name of the glory of the king, officially became a MOBA mobile game "without the banner of LOL mobile game".

Relocation with a cycle of two months, no matter how to isolate it, can't get rid of the relationship with League of Legends. It was League of Legends that brought the new decade of MOBA to the whole people, and it was also the infiltration of League of Legends into the younger generation that led the word "MOBA" to be regarded as equivalent to "5V5 tower-pushing game" in a narrow sense. The latter pointed out the reasons for the brand changes from The Battle of Heroes to the glory of the king in these two months, and explained why The Battle of Heroes failed.

▌ From LOL to the glory of the king (October 215-present)

If you want to find the node where the glory of the king really became popular, it will be July 216. It has been nearly ten months since it was launched.

why do you say that the phenomenon level really started in the second half of 216? There are a number of data, Tencent Q3' s financial report suddenly off the charts, and the stock price soared. The KPL of the glory of the king League officially started, and the social media of the game became the first line in the second half of the year. The number of active online users of the glory of the king reached 5 million and then exceeded 8 million.

the glory of the king KPL league copied the pattern and popularity of LOL league

Then why didn't the glory of the king perform well in the ten months before July 216? When communicating with some colleagues, I often refer to these ten months as "the period of repairing the sudden reversal of two months".

it is a law that no product can complete all the links and become an explosion in just two months. When it comes to the glory of the king, it is over-mythical that "making it phenomenal in two months" is just a stunt of tencent games's external marketing and self-appreciation.

in my opinion, the two months of the glory of the king were just a turning point. Before that, Ba San Guo OL and War of Heroes were the preparation period of the project, while the next ten months were the time to repair the content system that was only changed but not perfected in the two-month turning point.

the glory of the king's maps, figures, heroes, rankings and other systems have been continuously tested and revised in the past ten months. For example, the early ranking system was to send a star for X winning streak, and later it was changed to the point-saving star system of sending XX points for X winning streak, which made the ranking hierarchy and the sense of ability distance between players clear. This is a process of continuous improvement.

So, if we want to accurately pinch the whole cycle of the glory of the king from preparation to maturity, I think it will be shortened to the shortest, and it will last for one year and eight months from October 214 (the preparation of Heroes) to June 216. If we want to extend it to technology accumulation, we should also count the whole cycle of Ba San Guo OL.

Since the second half of p>216, the KPL League has been officially launched. Clubs and trained anchors have brought this shorter and faster MOBA game to the throne of phenomenal mobile games with the help of the social media era of the whole people.

the glory of the king anchors with club background, such as Hi, pushed the glory of the king to the peak through live broadcast.

This is a form of fuel, as well as UGC.

The topic content (CP, background story, hero role) of the glory of the king created by players has appeared in many media with extensive penetration and coverage, such as hot search in Weibo, hot news in friends circle and today's headlines. Even the intersection between the game and minors has made traditional media pay attention to this game.

KOL, which was born with the glory of the king as the center, has gradually increased, with a high amount of attention.

Basically, the glory of the king, which developed to the beginning of 217, is not afraid of any removal from its shelves by any channel. It has become a powerful ability of self-communication from the inside to the outside, and it has got rid of the conclusion of mobile game promotion that channels determine the life and death of products.

▌ Add something extra

Some people have positioned the glory of the king as the third decade, but I don't think it is. This is another excessive myth. The appearance of the glory of the king complements the second golden decade MOBA, an online game brought by DOTA2 and League of Legends. Nowadays, League of Legends and DOTA2 have shown corresponding fatigue in the growth of demographic dividend. The precipitation in the past five years has almost consumed the content of the game itself, and it is difficult to have any more explosion points. The glory of the king, on the other hand, makes MOBA faster and more convenient, and effectively uses the fragmentation time to extend the extension of MOBA type to the next five years when it shows fatigue in five years.

on the negative side of the glory of the king. It is easy to understand that after more than a year of barbaric growth, the glory of the king has gradually established its own complete system of "self-content +UGC+ self-communication+e-sports". During this period, "the glory of the king" is frantically expanding by taking advantage of its constantly discovered advantages, which is the same as the air pollution caused by the rapid economic expansion and development in the decades since the founding of the People's Republic of China. It simply doesn't consider these negative aspects. As a result, the negative accumulation reached the outbreak period in early 217. Fortunately, Tencent made a stop loss and improvement in time.

Players are free to belittle the glory of the king. It does have the problem of suspected plagiarism, and the related parties involved are also very complicated. For example, Fist Company, a subsidiary of Tencent, how to discuss the plagiarism of League of Legends by the glory of the king may be acquiesced internally. But I want to say, at the same time, the team of the glory of the king deserves admiration. In Tencent, there was also a game called "National Super God", in which the products of the two teams started testing on the same day, and "National Super God" won completely at that time. However, after the problems appeared, the team of "the glory of the king" quickly checked themselves and made changes, and finally won "National Supergods".