全网最仔细！《蛋仔派对》到底怎么爆的？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/bEOtJsGPK0fB1Szibv98uricJEoxE4FJ1cEGgmPnwK6QTfCd1jPGgS4P1XibEDuibZooR8KbPseQyA4m8IGtOaQneQ/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">DataEye头条 第458期 |</span><span style="color: black;">2023/3/16</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">本文作者/<span style="color: black;">科研</span>员 Leo刘尊</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》，可谓2023年首个超级爆款。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几个月<span style="color: black;">败兴</span>，围绕《蛋仔派对》的<span style="color: black;">诠释</span>、猜测、<span style="color: black;">宣传</span>软文层出不穷，但大多<span style="color: black;">无</span>严谨的数据<span style="color: black;">科研</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“游戏好玩”、“社交属性”、“UGC内容”、“DIY地图”，这些都不太有说服力——否则这款游戏应该早在2022年5月末刚上时就能爆，怎么到了12月才<span style="color: black;">忽然</span>爆发？<span style="color: black;">况且</span><span style="color: black;">非常多</span>游戏</span><span style="color: black;">（<span style="color: black;">例如</span>《迷你世界》）</span><span style="color: black;"><span style="color: black;">亦</span>有这些<span style="color: black;">原因</span>，<span style="color: black;">为何</span>没爆？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">刨除了软文、<span style="color: black;">宣传</span>、水分、猜测、片面观点、“马后炮”......</span><strong style="color: blue;"><span style="color: black;">仅</span></strong><strong style="color: blue;"><span style="color: black;">从数据出发，《蛋仔派对》到底怎么火的？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关键<span style="color: black;">原因</span>，到底是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那些</span><span style="color: black;">原因</span><span style="color: black;">能够</span>复制、借鉴？<span style="color: black;">那些</span><span style="color: black;">原因</span>单纯<span style="color: black;">便是</span>运气？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》真能像丁磊说的“<span style="color: black;">最少</span>做10年”吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">它有<span style="color: black;">无</span>短板、<span style="color: black;">危害</span>、问题？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">DataEye<span style="color: black;">科研</span>院今天从数据出发，<span style="color: black;">期盼</span>一次性客观、冷静地<span style="color: black;">科研</span>清楚《蛋仔派对》是<span style="color: black;">怎样</span>爆火的。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">（指路：嫌太长不看的，可划到文末，看“极简版”<img src="https://res.wx.qq.com/t/wx_fed/we-emoji/res/v1.3.10/assets/newemoji/2_06.png?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">）</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文<span style="color: black;">科研</span>思路：<span style="color: black;">科研</span>一款游戏一个<span style="color: black;">机构</span>的突发性成功，必然是一次“数据考古学”，<span style="color: black;">不可</span>站在当下“总结它成功后的形态”，而是要回到当初，复盘它<span style="color: black;">怎样</span>一点一点滚大雪球的。近期某大厂的游戏不及预期，<span style="color: black;">便是</span>只看到了同行成熟的形态、当下的特征，而<span style="color: black;">忽略</span>同行的当初一步步做起来的过程，<span style="color: black;">便是</span>反面案例。再次强调：借鉴的<span style="color: black;">基本</span>是“数据考古”。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">为表客观，本文会严格区分【事实＆数据】，以及【DataEye<span style="color: black;">科研</span>院观点】。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>您对观点有异议，<span style="color: black;">能够</span>只参考【事实＆数据】部分，以您自己见解为主，评论区见。</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">时间＆契机</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》什么时候<span style="color: black;">起始</span>爆发的？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【事实＆数据】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">DataEye<span style="color: black;">科研</span>院参考了内部预估下载，以及data ai、七麦数据、点点数据等数据，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTlFQdS4JKo60vaw9Te327TKUl2Vicu5mTcYicwaup8KLKQV2NAkEH9Wzw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》一共有三次下载量高峰：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首次为2022年5月27号游戏上线前后；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二次为7-9月暑假<span style="color: black;">时期</span>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三次为11月下旬12月上旬</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三次下载量爆发，峰值相对此前更高，爆发时间<span style="color: black;">亦</span>更持久。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这之后，《蛋仔派对》新增下载量较为稳健，<span style="color: black;">连续</span>时间更长。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【DataEye<span style="color: black;">科研</span>院观点】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、后两次下载高峰，<span style="color: black;">常常</span><span style="color: black;">伴同</span>着假期、居家<span style="color: black;">原因</span>。</span></strong><span style="color: black;">第二次爆发在7-9月暑假<span style="color: black;">时期</span>；第三次爆发，是国内防控放开前后，当时“全民小阳人”，有大概<span style="color: black;">一月</span>的宅家办公、居家养病时期。参考百度搜索指数，DataEye<span style="color: black;">科研</span>院<span style="color: black;">发掘</span>“新冠”和“蛋仔派对”关键词，都在11月下旬至12月高度拟合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUT4603hicCbnJgbB8TaGReoYqAdDPODaoMGBhwNMFRiaQLRm8ia1wjawZcw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、11月下旬的下载爆发，是《蛋仔派对》出圈的直接<span style="color: black;">原由</span>。</span></strong><span style="color: black;">疫情防控放开前后，为游戏<span style="color: black;">供给</span>了绝佳的土壤、客观<span style="color: black;">原因</span>。进一步<span style="color: black;">科研</span>清楚11月下旬《蛋仔派对》的主观操作，是解码这款游戏爆火的关键。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是，<span style="color: black;">咱们</span>得到了在时间＆契机层面，初步的观察↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTYvmCbKELRbwsgPWu256ShI6HILoiaGMWv18bP0Tt0QGWmUcibRQUONXQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2022年11月下旬，到底还<span style="color: black;">出现</span>了什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">《蛋仔派对》爆发的那个关键点是什么？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">二</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">营销＆传播</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【事实＆数据】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">买量投放方面，DataEye-ADX数据<span style="color: black;">表示</span>，《蛋仔派对》素材投放总体不多，且是在23年的1月中旬才加大投放量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTtLGHQtmOuITb8icmzJmXTFkMBtibemGw9BPuxcy0nWseEeiaRlBVicrfow/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">效果型达人营销方面，DataEye-ADX数据<span style="color: black;">表示</span>，《蛋仔派对》11月-12月<span style="color: black;">始终</span>在做抖音效果型达人营销（<span style="color: black;">包含</span>视频、直播，“双开”）。其中，效果型达人视频数11月下旬<span style="color: black;">显现</span>小高峰，而</span><strong style="color: blue;"><span style="color: black;">效果型达人直播场次12月上旬<span style="color: black;">起始</span>小幅<span style="color: black;">增多</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTuwTUUfUeThIZgEqicOTKmMJ3ic6MibOWs1XZOiaJz1Xp6oxpuIjiaYEfiaXQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社媒传播方面，<span style="color: black;">咱们</span>邀请到了数说故事<span style="color: black;">供给</span><span style="color: black;">关联</span>数据</span><span style="color: black;">（数说故事官方简介：中国领先的一站式大数据及AI智能应用<span style="color: black;">供给</span>商，构建了从数据收集、处理、分析、建模到<span style="color: black;">商场</span>应用的全价值链<span style="color: black;">处理</span><span style="color: black;">方法</span>，旗下<span style="color: black;">持有</span>数说雷达、数说睿见、数说聚合等50+应用）</span><span style="color: black;">，以下来自数说故事旗下互联网大数据获取与分析平台——数说聚合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTPyTImMloIXOeFiauMvNx3gHJqGVibrqJmYeibDoy0Lg5LUgy0NbLMn04A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTrOpibw6raibc4cic3iciaDdq1N6Q4I1GVDASNsZW20pBYJ4uRVOWLvx39VA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">△<span style="color: black;">倘若</span>您对社媒声量、互动量数据感兴趣，<span style="color: black;">能够</span>扫上方二维码联系：数说故事</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTfVrY5tglYEs7dvAKjWmG9yXOrPJvZJssXQYTP86I4gSLc1BYicajbsw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">△2022年11月，抖音、快手互动量，在23号<span style="color: black;">提高</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【DataEye<span style="color: black;">科研</span>院观点】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、买量并非爆发<span style="color: black;">原由</span>，效果型达人营销对爆发有助推。</span></strong><span style="color: black;">买量，1月中旬才加大投放，<span style="color: black;">因此呢</span>并非《蛋仔派对》这轮爆发<span style="color: black;">原由</span>。反而是效果型达人，<span style="color: black;">连续</span>在推进，对这轮爆发有直接的助推<span style="color: black;">功效</span>，其中12月下旬，抖音效果型达人直播<span style="color: black;">连续</span><span style="color: black;">增多</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、抖、快</span></strong><strong style="color: blue;"><span style="color: black;">视频23号爆量，是助推<span style="color: black;">原因</span>。</span></strong><span style="color: black;">继续深入，抖音快手上，除了效果型达人营销外，一批《蛋仔派对》原生视频23号<span style="color: black;">起始</span>“起量”、爆火，<span style="color: black;">亦</span>是这轮爆发最直接的助推<span style="color: black;">原因</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">△2022年11月23号发布的攻略向视频，点赞已高达38.6万，该抖音达人“小耷虾”粉丝1.9万</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①之<span style="color: black;">因此</span>判断11月23号抖快的爆量有助推，是<span style="color: black;">由于</span>之前，《蛋仔派对》<span style="color: black;">始终</span>互动量平平，而之后则一飞冲天。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②<span style="color: black;">咱们</span>之<span style="color: black;">因此</span>判断多为“原生视频”（而不是<span style="color: black;">宣传</span>营销），<span style="color: black;">重点</span><span style="color: black;">由于</span>23号有一波视频，<span style="color: black;">无</span>带“锚点”（下载链接）。这些爆火的视频<span style="color: black;">宣传</span>，只是单纯地录屏、用<span style="color: black;">设备</span>配音，单纯展示玩法、攻略，<span style="color: black;">宣传</span>性质不强。就结果来看，《蛋仔派对》11月<span style="color: black;">败兴</span>UGC占比达到75%以上↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTnbm4qrJVWtyEtdUjHC6yqicTwakEbUFN9WmenzZdnbeb3lAUibXD0Zpg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、频繁联动、<span style="color: black;">注重</span>契合度，但并非爆发关键。</span></strong><span style="color: black;">DataEye<span style="color: black;">科研</span>院综合《蛋仔派对》<span style="color: black;">博客</span>、公众号推文，<span style="color: black;">发掘</span>《蛋仔派对》偏爱品牌联动。联动的品牌<span style="color: black;">青年</span>、相对“小众”，但可爱Q萌、清新潮流的调性，却与游戏高度契合。此前暑期<span style="color: black;">时期</span>该游戏<span style="color: black;">亦</span>频繁联动，但并未不像这轮爆发那样猛烈、持久。<span style="color: black;">因此呢</span>，联动并非这轮爆发的关键<span style="color: black;">原由</span>，更像是常规操作。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUT3H74fiaw43jicKA9fW7UNdsIlcORhISicnaNvA1iaQHyAtIBEP48Nu0JcA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、爆量后，继续品牌联动+效果型达人，<span style="color: black;">尤其</span>是直播场数<span style="color: black;">连续</span>增长。</span></strong><span style="color: black;">12月上旬，《蛋仔派对》首次接入网易云音乐，并且<span style="color: black;">同期</span>联动了Gon的旱懒、绿箭等品牌。<span style="color: black;">同期</span>，效果型达人<span style="color: black;">连续</span>推进，<span style="color: black;">尤其</span>是效果型达人直播场次<span style="color: black;">起始</span><span style="color: black;">连续</span><span style="color: black;">增多</span></span><span style="color: black;">（或许是防控放开，主播有了居家时间）</span><span style="color: black;">。要<span style="color: black;">晓得</span>，<span style="color: black;">《蛋仔派对</span><span style="color: black;">》有流量+新赛季+易上手+对抗性+有喜感+节奏快+有观赏性，非常适合直播，主播在当时宅家开播，顺理成章，而《蛋仔派对》<span style="color: black;">亦</span>抓住了这轮机会。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/bEOtJsGPK0eMtmZF6YX0ewlCFTvAJHUTQQButJibV9FJCOLJPn7pdMbMibBoH5rIYThczarz8h6kVkT9ust7r9yg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>只是从营销<span style="color: black;">宣传</span>、市场公关的<span style="color: black;">方向</span>，DataEye<span style="color: black;">科研</span>院倾向于认为：《蛋仔派对》其实<span style="color: black;">无</span><span style="color: black;">尤其</span>做<span style="color: black;">有些</span>爆发性的“大事件、神操作”</span><span style="color: black;">（或许是为了节省成本）</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">《蛋仔派对》<span style="color: black;">更加多</span>只是在常规、密集地做好一轮又一轮【品牌联动+效果型达人营销】，<span style="color: black;">无</span>特意“憋大招”。</span></strong><span style="color: black;">否则，网易应该事先准备好更强大的服务器，<span style="color: black;">亦</span>不至于<span style="color: black;">显现</span>被吐槽卡顿、穿模、网络优化<span style="color: black;">不良</span>等问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">换而言之，《蛋仔派对》的爆火，有不少偶然<span style="color: black;">原因</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是，<span style="color: black;">咱们</span>在营销＆传播层面，有了进一步观察↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">三</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制品</span>＆运营</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【事实＆数据】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">12月1号，《蛋仔派对》进行了一次更新，推出<蛋糕蜜语>赛季活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> △ 附链接，您可自己求证：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">http://party.163.com/update/20221202/35182_1055839.html</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>官方网站<span style="color: black;">表示</span>，该活动有以下特点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①社交裂变：登录页面、邀请好友助力可<span style="color: black;">得到</span>足球积分；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②赛季制＆公平性：开启了全新派对季的巅峰派对赛，蛋位<span style="color: black;">根据</span>继承规则进行重置；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③美食、盲盒元素：全新派对季<蛋糕密语><span style="color: black;">包括</span><转转蛋糕>、<投喂甜品龙>、<糖浆<span style="color: black;">危险</span>>等8个关卡，还有蛋糕龙嗝嗝、巧脆骑士、抹茶游侠等盲盒；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④网易云音乐接入：蛋仔们<span style="color: black;">能够</span>在蛋仔岛、部分活动玩法和乐园地图中享受自己钟爱的BGM。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【DataEye<span style="color: black;">科研</span>院观点】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、新赛季承接了抖、快流量。</span></strong><span style="color: black;">《蛋仔派对》恰好在12月上旬的这次活动，承接了11月下旬抖音、快手来的流量。这其中，美食、盲盒、音乐等元素，都与用户偏好匹配度较高，更别提这是一批居家办公、宅家养病的用户，美食、音乐更具吸引力。不知是有意还是无意，结果<span style="color: black;">便是</span><蛋糕密语>派对季直接推动了《蛋仔派对》的爆火。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、Q萌感、喜剧感，是核心吸睛点；低门槛、新赛季、好友助力是核心转化点</span></strong><span style="color: black;">。翻开DataEye<span style="color: black;">科研</span>院首创的DataEye创意框架，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>《蛋仔派对》的<span style="color: black;">制品</span>、活动、PGC/UGC视频中，都<span style="color: black;">表现</span>出游戏本身独有的吸睛点、转化点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①吸睛点【<span style="color: black;">长时间</span>兴趣】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Q萌感、喜剧感，是Z世代、学生党（<span style="color: black;">尤其</span>是女生）<span style="color: black;">长时间</span>会关注的元素。《蛋仔派对》不论是<span style="color: black;">制品</span>、活动、还是原生视频，都呈现出了搞笑、有趣、Q萌的特点，再加上美食、音乐、时尚个性装扮等元素，<span style="color: black;">更加是</span>能抓住<span style="color: black;">她们</span>的<span style="color: black;">重视</span>力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是作者的号，是不是很Q萌呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②转化点【降低门槛＆好奇尝试＆从众/<span style="color: black;">举荐</span>】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》的玩法极为简单，0门槛，一看就懂、一玩就会。叠加新赛季、新活动的刺激，<span style="color: black;">必定</span>程度消除用户“怕玩不懂”“怕不公平、新手不如老玩家”的心理<span style="color: black;">包袱</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">进一步，《蛋仔派对》<span style="color: black;">亦</span>有<span style="color: black;">有些</span>地图较难，能<span style="color: black;">导致</span>挑战尝试<span style="color: black;">心理</span>（类似《羊了个羊》），<span style="color: black;">同期</span>能<span style="color: black;">诱发</span>玩家过关后做攻略<span style="color: black;">教育</span>、做视频炫耀；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再进一步，叠加《蛋仔派对》12月新赛季/新活动有邀请好友得积分，推进了社交裂变。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">△2022年11月<span style="color: black;">迄今</span>，社媒上《蛋仔派对》评论中“地图”、“交易”、“互助”等是高频词，数据源：数说故事</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、玩法、爽点是经过验证的。</span></strong><span style="color: black;">不少人会说《蛋仔派对》像曾经的综艺节目《男生女生向前冲》。但DataEye<span style="color: black;">科研</span>院认为《蛋仔派对》更像《跑跑卡丁车》。Q萌、竞速、时尚装扮、社交组队、丰富地图等特点，二者共有。这些元素能<span style="color: black;">作为</span><span style="color: black;">青年</span>人的爆款，这一点是《跑跑卡丁车》《糖豆人》都验证过的——历史在轮回。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是，<span style="color: black;">咱们</span>在<span style="color: black;">制品</span>＆运营层面，有了更进一步观察↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至此，《蛋仔派对》2022年几次爆发的关键节点，<span style="color: black;">亦</span>清晰了↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">四</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">用户＆受众</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【事实＆数据】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">巨量算数数据<span style="color: black;">表示</span>，“蛋仔派对”关键词<span style="color: black;">相关</span>人群中：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、年龄维度</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">18-23岁人群（</span><span style="color: black;">蓝</span><span style="color: black;">线）：2022年9月占比达56.87%，该比例<span style="color: black;">连续</span>下滑，<span style="color: black;">截止</span>2023年2月为31.76%；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">31-40岁人群（</span><span style="color: black;">绿</span><span style="color: black;">线）：2022年9月占比达18.64%，该比例缓慢<span style="color: black;">提升</span>，至<span style="color: black;">截止</span>2023年2月后又下滑至28.58%；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">23-30岁人群（</span><span style="color: black;">橙</span><span style="color: black;">线）：<span style="color: black;">始终</span>较为<span style="color: black;">安稳</span>，但到了2023年2月，<span style="color: black;">提高</span>至18.33%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、性别维度</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总体而言波动不大，女性用户占比约60%，男性占比40%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【DataEye研究院观点】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、半年历经两次破圈。</span></strong><span style="color: black;"><span style="color: black;">第1</span>次破圈是缓慢的，<span style="color: black;">最少</span>从9月<span style="color: black;">始终</span>到今年1月，从18-23岁人群，破圈到31-40岁人群；第二次破圈是爆发性的，就在过年/寒假前后，从<span style="color: black;">以上</span>两类人群，破圈到了23-30岁人群。总体而言，《蛋仔派对》从Z世代/学生党，破圈至中青年群体。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、女性玩家较多，是破圈的<span style="color: black;">基本</span>。</span></strong><span style="color: black;">参考《光遇》《跑跑卡丁车》《QQ炫舞》等，一款自带社交属性的游戏，<span style="color: black;">倘若</span>女性玩家较多，自然而然地会有<span style="color: black;">更加多</span>的女性玩家（如<span style="color: black;">伴侣</span>闺蜜之间裂变）、男性玩家（被异性吸引）加入进来。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是，<span style="color: black;">咱们</span>在用户＆受众层面，有了再进一步观察↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">五</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">怎样</span>借鉴？有<span style="color: black;">无</span>短板？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【DataEye<span style="color: black;">科研</span>院观点】</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（一）<span style="color: black;">怎样</span>借鉴？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">借鉴，需要先区分《蛋仔派对》爆火的必然性和偶然性，其中必然性才是可借鉴的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、必然性<span style="color: black;">原因</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">①美食、音乐，Q萌感、治愈感。</span></strong><span style="color: black;">《蛋仔派对》从角色，到音效，到地图，到赛季活动，到品牌联动，充满着美食、音乐、盲盒、时尚元素、喜剧元素。<span style="color: black;">尤其</span>是其中<span style="color: black;">表现</span>的Q萌感、治愈感，尤为<span style="color: black;">明显</span>。这几年，从一两个表情包，到游戏角色、游戏联动，再到更为宏观的宠物经济——萌与治愈，是一代<span style="color: black;">青年</span>人的<span style="color: black;">一起</span><span style="color: black;">爱好</span>，是最盛行的流行文化，天然能吸引目光，天然<span style="color: black;">拥有</span>爆款潜质。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">②低门槛操作+高难度关卡模式。</span></strong><span style="color: black;">从《羊了个羊》到《蛋仔派对》都是如此。一方面，这一模式让受众、用户容易上手，几分钟一盘且<span style="color: black;">无</span>“玩不懂”的<span style="color: black;">包袱</span>，<span style="color: black;">同期</span>又产生一种挑战高难度关卡的欲望（<span style="color: black;">例如</span>《羊了个羊》第二关）；另一方面，这一模式天然会让达人、玩家录视频炫耀、做攻略<span style="color: black;">教育</span>，自发形成传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">③DIY地图带来的自由度、原创性、传播<span style="color: black;">潜能</span>。</span></strong><span style="color: black;">DIY地图，带来了巨大的传播机会，<span style="color: black;">例如</span>DIY成原神云堇，吸引了多少原神玩家<span style="color: black;">重视</span>力。普通玩家打卡拍照会传播，高阶玩家DIY各类地图炫耀会传播，<span style="color: black;">乃至</span>吃瓜群众（非玩家）吐槽它蹭热点、蹭流量<span style="color: black;">亦</span>是传播。这些传播动机<span style="color: black;">背面</span>，是<span style="color: black;">全部</span>短视频时代<span style="color: black;">针对</span>用户的低制作门槛、高<span style="color: black;">运用</span>时长——《蛋仔派对》赶上了好时代。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">④前期<span style="color: black;">重点</span>经营核心用户，后续再伺机破圈。</span></strong><span style="color: black;">从《无尽的拉格朗日》到《蛋仔派对》都是这种思路，上线初期营销上不追求“高举高打”、节省成本，老老实实运营核心用户，兼顾泛用户。后续打磨好<span style="color: black;">制品</span>，摸透用户偏好后，再找机会破圈爆发。《蛋仔派对》营销上<span style="color: black;">重点</span>的动作是品牌联动+效果型达人营销，但前期联动的品牌更追求的是格调契合，而不是更追求声量（<span style="color: black;">例如</span>联动“Gon的旱懒”“吾皇猫”），效果型达人营销<span style="color: black;">亦</span><span style="color: black;">无</span>一次性大推，而是<span style="color: black;">安稳</span>、<span style="color: black;">连续</span>推，直到12月上旬才<span style="color: black;">增多</span>直播场次。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">⑤《蛋仔派对》天然适合直播</span></strong><span style="color: black;">：易上手易理解（<span style="color: black;">公众</span>化），对抗性、竞技性、有喜感、节奏快（有观赏性），可爱Q萌、随机性较强（沉浸感），这直接让<span style="color: black;">12月上旬的<span style="color: black;">海量</span>直播快速获量</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、偶然性<span style="color: black;">原因</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①11月下旬，抖音、快手原生视频<span style="color: black;">忽然</span>起量，且</span><span style="color: black;">恰好</span><span style="color: black;">在防控<span style="color: black;">忽然</span>放开前夕；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②12月上旬，防控放开，<span style="color: black;">忽然</span>带来了近<span style="color: black;">一月</span>的宅家场景，《蛋仔派对》</span><span style="color: black;">恰好</span><span style="color: black;">推出了新赛季；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③防控放开，大量抖音达人主播有了宅家场景，</span><span style="color: black;">恰好</span><span style="color: black;">《蛋仔派对》<span style="color: black;">有流量+新赛季+易上手+对抗性+有喜感+节奏快+有观赏性——</span></span><span style="color: black;">恰好</span><span style="color: black;">适合直播，宅家开播顺理成章，游戏项目组<span style="color: black;">亦</span>抓住了这轮机会；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④近<span style="color: black;">一月</span>的宅家场景过后，又</span><span style="color: black;">恰好</span><span style="color: black;">遇上了1月农历新年+寒假，而2023农历新年又</span><span style="color: black;">恰好</span><span style="color: black;"><span style="color: black;">尤其</span>早。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你<span style="color: black;">能够</span>数一数，有多少个“恰好”！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在时间<span style="color: black;">原因</span>上，《蛋仔派对》真可谓“好运连连”。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（二）有何问题、短板？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、未成年人<span style="color: black;">危害</span>。</span></strong><span style="color: black;">《蛋仔派对》的不少用户是Z世代、学生党，预计有不少未成年玩家，天然存在<span style="color: black;">危害</span>。而皮肤装扮+抽卡盲盒的氪金模式，则会放大未成年玩家“充值—退款”问题</span><span style="color: black;">（业内皆知，不多详述）</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、账号交易问题。</span></strong><span style="color: black;">《蛋仔派对》的下载增量，<span style="color: black;">常常</span><span style="color: black;">伴同</span>着假期、居家<span style="color: black;">原因</span>，<span style="color: black;">因此呢</span>会呈现出“有空就玩，没空就卸载，放完假就卖号”的问题，叠加不少皮肤是限定的，容易<span style="color: black;">引起</span>表面卖号，实则卖皮肤的问题。<span style="color: black;">博客</span>上#蛋仔派对交易#<span style="color: black;">专题</span>，讨论量达1.6万，是《蛋仔派对》<span style="color: black;">博客</span>讨论量第五的<span style="color: black;">专题</span>。该<span style="color: black;">专题</span>讨论的，正是账号买卖。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、服务器承载不了玩家数量。</span></strong><span style="color: black;">《蛋仔派对》的爆火，有很大的偶然<span style="color: black;">原因</span>。在破圈之后，服务器本身并<span style="color: black;">无</span>承接如此大流量用户的能力，这就<span style="color: black;">引起</span>经常<span style="color: black;">显现</span>卡顿、穿模、BUG、登不上、网络优化跟不上的问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">△TapTap上讨论网络优化问题的玩家不少</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、Z世代、千禧一代共存，社交环境<span style="color: black;">困难</span>。</span></strong><span style="color: black;">《蛋仔派对》的核心用户，一方面是Z世代（95后00后），另一方面是千禧一代（85后90后中青年）。和《王者荣耀》<span style="color: black;">同样</span>，<span style="color: black;">因为</span>游戏是强社交属性，两代人能否玩到<span style="color: black;">一块</span>、聊到<span style="color: black;">一块</span>？<span style="color: black;">是不是</span>会相互嫌弃<span style="color: black;">引起</span>社交体验<span style="color: black;">不良</span>？是一大<span style="color: black;">困难</span>。参考王者玩家就经常吐槽“小学生”“骂人”等问题，<span style="color: black;">她们</span>会认为“游戏社交低龄化”，《蛋仔派对》<span style="color: black;">一样</span>存在这些问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5、对<span style="color: black;">同期</span>在线人数<span style="color: black;">需求</span>较高，<span style="color: black;">引起</span>“人机”较多。</span></strong><span style="color: black;">《蛋仔派对》的核心玩法，是多人社交，一场休闲赛24人参加，<span style="color: black;">倘若</span>匹配较久又影响体验，<span style="color: black;">因此呢</span>该模式对<span style="color: black;">同期</span>在线人数<span style="color: black;">需求</span>较高。从作者个人体验来看，不少场次中“人机”（<span style="color: black;">设备</span>人账号）较多——换言之，《蛋仔派对》的活跃用户数或许存在“水分”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">六</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">总结（极简版）</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（一）一句话、三张图，复盘《蛋仔派对》的爆火之路：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《蛋仔派对》的玩法、爽点，天然<span style="color: black;">拥有</span>爆款潜质（必然性），但上线半年后才全面爆发，破圈又有一系列偶然性<span style="color: black;">原因</span>：11月下旬，抖音快手原生视频、效果型达人营销带来一波流量，12月上旬游戏的新赛季、新活动恰好承接流量，当时又恰逢防控放开、宅家经济，让用户留存、流量爆发、口碑发酵，<span style="color: black;">同期</span>达人主播<span style="color: black;">亦</span>在12月上旬大幅<span style="color: black;">增多</span>直播，<span style="color: black;">引起</span>游戏从Z世代破圈到中青年，之后又赶上1月农历新年+寒假、且新年较早，让爆发<span style="color: black;">连续</span><span style="color: black;">持续</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（二）在这一过程中，偶然<span style="color: black;">原因</span>较多，但其中必然<span style="color: black;">原因</span><span style="color: black;">能够</span>借鉴：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、美食、音乐，Q萌感、治愈感</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、低门槛操作+高难度关卡模式</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、DIY地图带来的自由度、原创性、传播<span style="color: black;">潜能</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、“前期经营核心用户，后续再伺机破圈”营销思路：<span style="color: black;">连续</span>推品牌联动+效果型达人营销，之后<span style="color: black;">经过</span><span style="color: black;">增多</span>直播稳定流量增量</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、天然适合直播：<span style="color: black;">易上手易理解（<span style="color: black;">公众</span>化），对抗性、竞技性、有喜感、节奏快（有观赏性），可爱Q萌、随机性较强（沉浸感）</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（三）《蛋仔派对》存在<span style="color: black;">必定</span>的短板、问题</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、未成年人<span style="color: black;">危害</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、账号交易问题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、服务器承载不了玩家数量</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、Z世代、千禧一代共存，社交环境<span style="color: black;">困难</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、对<span style="color: black;">同期</span>在线人数要求较高，<span style="color: black;">引起</span>“人机”较多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（四）<span style="color: black;">有些</span><span style="color: black;">科研</span>感想</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几个月<span style="color: black;">败兴</span>，围绕《蛋仔派对》的<span style="color: black;">诠释</span>、猜测、<span style="color: black;">宣传</span>软文层出不穷。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">无</span>一篇依托客观数据，更别提客观、深入、有<span style="color: black;">规律</span>地观察。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>从业者或读者，其实挺遗憾的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这行业需要冷板凳，而不是蹭热点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这行业需要理性、<span style="color: black;">规律</span>、客观分析，而不是感觉、片面、拍脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这行业需要沉下心，去整理数据、洞察规律、驱散迷雾、寻找真相。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，打一个小<span style="color: black;">宣传</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">DataEye<span style="color: black;">科研</span>院为游戏<span style="color: black;">供给</span>品牌战略、内容营销、市场<span style="color: black;">科研</span>、用户调研、竞对分析等<span style="color: black;">科研</span>报告服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你对数据报告、市场调研有<span style="color: black;">需要</span>，识别下图二维码，勾搭、聊聊。价格不高，但价值不菲↓↓↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></strong></span></p>
在遇到你之前，我对人世间是否有真正的圣人是怀疑的。 你的见解真是独到，让我受益良多。
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