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Figure from Wikipedia
Barbie Armani Limited Edition (picture from Barbie's official website)
Today's QQ show can still see a variety of dresses (picture from QQ show official website)
QQ show and Nokia cooperation badge
Dressup game "Miracle Warm" (Figure from the warm game official website)
(Figure from Aurora Big Data)
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From Barbie to "Sparkling Warmth", see the past and present of dress-up games
What do you think of when it comes to dressup games?
Perhaps female readers will search for and appear in the minds of "Warming Around the World" and "Miracle Warm", which are popular works, and if you let male readers recall, there may be only QQ show in your mind.
Dressing up, as the name suggests, is to change the clothing, the core of the game is here. In the towering tree of the game, the dress-up game is a branch that is not too eye-catching, and it has a specific gameplay for specific players. However, the tree has attracted a lot of attention. With the continuous success of women in games in recent years, dress-up games have become more and more popular.
However, you may not know that almost all kinds of dress-up games that are constantly appearing now have the same "coming people" as teachers. From this teacher, we can not only see the past and present of dress-up games, but even see them. To the future. The teacher's name is well known, but you may not believe it when you say it. It is the Barbie doll that has been born for 59 years.
Why is Barbie a teacher of dressup games? How does it keep the dressing game up to date? What makes the mobile game of the mobile Internet era a blue ocean? Where will its future go? This time, let's talk about a dressup game that you don't know.
Dress up game source
In New York, March 9, 1959, at the American Internatio nal Toy Fair, hosted by the Toy Industry Association, a doll called Barbie was placed. In the exhibition area of ​​Mattel Toys.
This blond, ponytailed, black and white zebra-style swimsuit features the label "Young Fashion Model Doll", but it looks exactly like a real person. It is mature and beautiful, with standard American-style faces and replaceable clothing jewellery, and is sold for $3.
In the toy market at that time, parents were more inclined to choose plush toys for their children. They didn't understand why children liked them, so the exhibition was not ideal. But this did not make Mattel lose confidence, they are going to gamble. In the TV show of the year, the classic Disney animation play gap, this doll with a good face and fashion wear appeared, almost instantly attracted the attention of countless children.
Mattel won the game, they sold more than 350,000 Barbie dolls in the first year, and even reached millions of dollars in the second year. Subsequently, the toy was sold at almost three seconds a day in the world, entering the girls' rooms around the world and becoming an important partner in their childhood.
The success of Barbie is not accidental. Its creativity stems from the unique vision of the businesswoman Ruth Handler, who notices that her daughter, Barbara, likes to play with paper-cut dolls, wear different clothes and jewellery, and give them adult roles. So at the beginning of Barbie’s birth, I chose to sell at a low price of $3. In addition to the $3 doll, the fashion part costs an extra $1-5.
The $3 price is not a burden for parents. But Ruth believes that as long as these toys can be sold at low prices, they can further open the market for clothing and accessories. Just as adults buy clothes for themselves, children also buy beautiful clothes for toys. This is indeed a very creative idea. As a result, Barbie has found a way to sell as a profit point, which affects the idea of ​​network dress-up games in the coming decades.
Mattel spokesman Russell Allen once mentioned in an interview that clothing plays a very important role in Barbie's world and is a big part of Barbie's profits. At first, these clothes were designed by toy company designers, but with the big sale of toys, Mattel invited the fashion industry to design fine clothing, these clothes can reach 200-300 dollars, including the chiefs of Armani, GUCCI, CK and other brands. Designers, Mattel let the toys break through the traditions of the past and begin to have higher value.
Like many toys, Barbie didn't have personality and stories at first. But around this doll, Mattel has done a series of peripheral developments wisely, including comics, books, animations, and even filming the classic story of Barbie and the Nutcracker. (Barbie in the Nutcracker). This constantly added setting obviously promotes the child's love for Barbie, because people know more about her and know more about it, people will like this gradually full image.
With more children like it, Barbie has the capital to keep moving forward. With the rise of the brand, Barbie can start to expand in more directions with the help of appeal. An important way is to cooperate with Hollywood stars. Stars are all well-known IP, but they are also willing to cooperate with Barbie dolls to take the headlines, so Mattel has created a series of star-themed "Barbie friends", which further attracts consumers' attention.
Today, the 59-year-old Barbie can be said to be versatile. She has been a model, a chef, a truck, a plane, she has participated in the presidential campaign, and she has worked as a programmer. She has different skin colors and appearances. More than 100 occupations. But what's important is that she is a kind of projection of the children (especially girls) to themselves, to some extent reflecting the ideals of the children.
If it weren't for these, the dolls that had only one or two years of life could not last so long, and if it weren't for the Internet's invasion of the real world, we would have had a hard time thinking that when the childhood dressup game went to the Internet, it would continue. Cause a bigger upsurge.
Dressup game "touch the net"
The first step in the Internet's invasion of society is the emergence of social networks. In the era when there was no smartphone, computers were undoubtedly one of the most important tools for people to communicate. The social platform has changed the way of communication in the past. The most well-known QQ in China has created the QQ show that may be the most lasting and far-reaching dress-up game.
If you have used QQ on your computer, you will know more or less that on QQ, everyone will have a virtual personal image. This image can actually be dressed up and casually matched with clothing according to personal preferences. When chatting, both parties will see this avatar directly. This QQ built-in function is called QQ show.
The QQ show was first inspired by the Korean social platform Avatar, but it was hot in China with the rise of QQ as a social platform. In the domestic PC popularization process, almost every computer user will have at least one QQ, and every QQ user needs to show himself. As a free social software, the amount of QQ users is increasing, and naturally it stimulates people to further communicate and The desire to show.
The QQ show is very clever through the limited use of clothing (6 months) + limited (festival limited or star limited), so that users not only have to use the QQ show, but also quickly consume, and also support friends to give each other, Greatly improved exposure. In a way, this way of directly showing the effect through the social platform is more than the early launch of TV advertising by Barbie.
The revenue data reflects the success of the QQ show from the side. The QQ show appeared in 2003. In 2004, there were more than 29 million people. In 2006, Tencent's virtual goods sales revenue was 38.538 million US dollars, including QQ show, QQ pets, etc. In 2009, many financial services showed that Tencent's Internet value-added revenue reached 2.847 billion yuan, including QQ show. Dressing up, this seemingly inconspicuous little service brought huge profits to Tencent.
This undoubtedly has the advantage of Tencent's own social platform, but insight into user needs and providing a better experience is an important weight to promote success. From the birth of the QQ show to the present, for more than a decade, the road that the QQ show has gone through is similar to Barbie doll to some extent.
First of all, the QQ show itself is free, and the only threshold is that you need a computer. Similar to Barbie, the QQ show also offers different costumes in the process that everyone can experience, in order to meet people's inner needs. So by offering as many costumes as possible and constantly refurbished, the QQ Show brings a rich enough experience to those who need it.
Secondly, QQ Show found a breakthrough in brand cooperation and continued to be fresh through brand cooperation. Similar to Barbie's way of launching a Hollywood star collaboration, the QQ show gradually reflects its own appeal during the operation process. The most intuitive display of the image in the chat is naturally the best way for the brand to spread the advertisement, so There have been cooperation restrictions from brands such as Nokia and Nike. The introduction of specific collocations at specific festivals (Christmas/Spring Festival, etc.) continues to give a sense of freshness.
In the end, the QQ show evolved with social changes and became a way for individuals to express their individuality. Similar to Barbie, the QQ show itself has no specific meaning, but people regard it as a means of expressing personality in the network, thus creating their own unique collocation and understanding, which will not be eliminated in the ever-changing era. (Now the cm show on mobile QQ is still this continuation).
If Barbie dolls represent the real world people's love for dress-up games, then the QQ show that comes to the virtual world and brings huge income to Tencent can be seen as a great success of the dress-up game in the PC era, but on the move. In the Internet era, the QQ show failed to lead the craze. After reaching the peak on the PC, the dressing game in the mobile Internet era took a new step, so we saw the emergence of the "warm" series.
Dressing up gold mines for mobile games
In the answer to a question "If the QQ show business gives you how you would do this product?", someone mentioned it as a social game. Although the QQ show was not finally taken out to make the game, the "warm" series did.
"Warm Dress Up Story" "Warming Around the World" "Miracle Warm", these games featuring the heroine "warm" as the main character of the game are series of works developed by Stack Paper. The game is not complicated. Under the support of the story, the core is actually the process of the heroine collecting different clothes. There are costumes, jewelry, hairstyles and even dynamic pendants. It also supports taking pictures and sharing. Is it like a QQ show?
To some extent, the women's dress-up game represented by "warm" continues the idea of ​​QQ show in the PC era. The biggest fun of playing it is to collect clothing and personality display. From the predecessor Barbie, the future of dress-up games has become clear.
Since the dress-up game itself does not test the responsiveness of the person and does not play because of the "hands-on", so the game is quite "Buddha", and it takes only a few minutes a day to simply do the task and start collecting.
In order to let your protagonist wear the most gorgeous costumes and get higher scores, you can only make a trade-off between time and money, but some costumes are things that can only be obtained by spending money. "Even if I collect a lot of clothes, but I see new activities and launch new clothes, I still can't help but want to get them." One of my girls friends, as a fanatic of dressup games, told me the game itself. There isn't much interaction, but when you see a friend's clothes ranking on a friend's leaderboard, it's also irritating, which is why every time an active game can rise on the App Store leaderboard.
The dress-up game is undoubtedly a gold mine. According to App Annie's data, in 2013, “Warming Around the World†has been in the top ten free list for the whole year and has been on the list of Japan, Hong Kong and Macao. The first place in the paid list. Since then, "Miracle Warm" has also maintained a good ranking in the free list. Until this year, in terms of a dressup game, the fact that it contains real money means that this game has a good foundation. . In fact, the dress-up game represented by warmth is exploring the long-lasting vitality of the dress-up game.
The first is to build an IP awareness. Like Barbie, the warm series is now quite recognizable in the player base, with the main character warming up, and the game team is constantly adding new stories to it, so that the image in the game is more than just a hanger. It is a more full-fledged story image, which naturally lays the foundation for the new game.
Second, the richness of the apparel allows the game to continue to grow. If you remove the story in the game, the warm series is almost the same as the Barbie in reality. The core of the dress-up game is the variety of clothing and the trend. Being able to rely on clothing to continue to attract users, naturally there is the possibility of further development, although there is no such thing as a Barbie doll, such as GUCCI, CK and other big brands to participate in the design of clothing, but the official operation of Taobao shop to sell the game in the game means There is still a greater possibility that such games themselves.
Third, the comprehensive operation of IP. The protagonist of the warm series "warm" is not limited to the game. "Miracle Warm" officially announced the production of domestic live TV dramas in 2017. Subsequently, Japanese women officially announced the adaptation of the "Miracle Warm" game adaptation comics to the comic magazine "Princess Magazine". Like Barbie, the presence of this game makes the character appear more in front of people.
However, unlike the Barbie doll, the carrier is the toy. The core of the mobile game is the game. To keep up with the times, the game must keep pace with the times. Toys such as Barbie will change their image with time. Therefore, after the "Miracle Warm", the official new work "Sparkling Warm" announced in April this year, the past 2D perspective was transformed into a 3D model, and the clothing was further promoted. The road to dress up games is moving forward in new ways.
According to data from QuestMobile, "Miracle Warm" has only 24.9% of male game users, and dress-up games are somewhat more in line with the purpose of female games. As of February this year, the penetration rate of domestic female mobile game users reached 34.6%, and the user scale reached 367 million. There is no shortage of game consumers in female players. They are more demanding on the game in terms of leisure, fragmentation and game screens. How to design and operate more targeted is the key to the success of the game.
From the earliest Barbie era, to the hot PC era of QQ, to the current era of mobile game dressing, in different eras, dress-up games can attract users with their unique positioning and gameplay. Through the avatars to stay young forever, you can always wear the settings of beautiful clothes, and then add stories that will never be finished, so that they have a broad and free life, such dressing games are enduring. In the final analysis, dress-up games allow players to enjoy the fun of their own projections, not just killing time, but also satisfying their desire to be realized in the game.
Probably, this is the unique charm that dressup games can always appeal to. (Edit: Rubberso)
Reference materials:
https://en.wikipedia.org/wiki/Barbie
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