《阴阳师》4年长线运营的秘诀竟然是这些？

2016年，一款名为《阴阳师》的卡牌RPG手游上线，在短时间内红遍大江南北。可能谁也没有想到，一款二次元和风手游竟然能迅速破圈，成为年度爆款。如今已过去四个年头，很多人可能都认为《阴阳师》这款游戏的热度早已褪去，但事实真的如此吗？
In 2016, a card RPG game called “Onmyoji” was launched and became a hit in a short time. Probably no one expected that a animation and Japanese style game could quickly break the circle and become the breakout of the year. Now that four years have passed, many people may think that the fever of the game “Onmyoji” has long faded, but is that really the case?

2019年《阴阳师》流水57.5亿人民币，国服占比97%，可以看到《阴阳师》目前的营收表现还是一流的，丝毫不见“凉凉”的迹象。《阴阳师》究竟怎么做到如此优秀的长线运营，笔者认为主要是三方面，一是坚持稳定的内容更新，二是真诚面对玩家，三是IP扩展与成长。
The revenue of “Onmyoji” in 2019 is 5.75 billion yuan, 97% of which belonged to the national server, you can see that the “Onmyoji” revenue performance is still first-class, not the slightest sign of “fading away”. How do “Onmyoji” performs so excellent in its long-term operation, I think there are three main aspects, one is to adhere to the stable content update, two is treat players sincerely, and three is the IP expansion and growth.

1.坚持稳定的内容更新
对一个卡牌RPG游戏来说，内容更新是最有效的长线运营方法之一，阴阳师过去四年内更新频率非常稳定，保持每周一次更新，每月一个新式神，并且能阶段性推出具有特色和高人气的标杆式神，比如2019年上线的角色不知火，微博相关话题阅读量超2亿，依靠绝美cg，优质的角色歌曲和出色的设计吸引玩家回坑。类似的角色还有鬼王酒吞童子、大岳丸等。同时，推出周期性的高人气活动也有助于调动玩家的活跃，比如为崽而战、超鬼王副本等。
For a card-drawing RPG game, content updates are one of the most effective methods of long-term operation. Onmyoji has been updated very steadily over the past four years, maintaining a weekly update, a new character every month, and being able to launch benchmark characters with characteristics and high popularity in stages, such as the character Buzhihuo, which was launched in 2019, with over 200 million microblogging-related topic readings. Relying on beautiful CGs, high-quality character songs and excellent design to attract players return to the game. Similar characters are the ghost king Jiutun Tongzi, Da Yue Wan and so on. At the same time, the introduction of periodic high popularity activities also help to mobilize players active, such as the Battle for the Cubs, Super Ghost Dungeon.

在四周年庆典时，游戏推出两个新式神：sp大岳丸和姑获鸟，大岳丸在之前阴阳师的剧情里被塑造的有血有肉，而且最后以身救赎，让玩家印象深刻，四周年官方把大岳丸复活归来，满满的情怀；姑获鸟就不用多说了，基本玩家刚开始接触游戏时的平民战神，就是主打回忆杀。四年以来，《阴阳师》一直不间断地为玩家输出精品内容和创新玩法，这便是他能做到长线运营的第一张牌。
In the Fourth Anniversary Celebration, the game launched two new characters: SP Da Yue Wan and Gu Huo Niao. In the previous Onmyoji plot, Da Yue Wan was shaped in vivid image and finally died in honor. In the Fourth Anniversary, Da Yue Wan revived which made the players very excited; Gu Huo Niao is a character that accompanies players from the beginning of the game, and the new character successfully evoked the emotions of players. For four years, “Onmyoji” has been unceasingly outputting high-quality content and innovative gameplay for players, and this is the first method of long term operation.

2.真诚面对玩家
《阴阳师》打出的第二张牌其实就是玩家的感情牌，手游运营到后期，尤其是卡牌RPG游戏，都会形成一批核心玩家，他们对于游戏的贡献是极大的，如何留住这部分玩家，满足他们的需求，便成为了长线运营的关键。熟悉《阴阳师》的玩家都知道“痒痒鼠”这个名字，这是《阴阳师》核心玩家以yys拼音创造出的自称，借此表达自己对于这款游戏的热爱。而官方也在2020年（鼠年）初将这一玩家称号具象化，推出平安京福运大使痒痒鼠这一角色，使玩家倍感亲切。
The second method Onmyoji used is to cultivate player’s loyalty. During the late stage of operation of mobile games, especially card drawing RPG games, there would form a group of core players, their contribution to the game is great, how to retain this part of the players, to meet their needs, become the key to long-term operation. Players familiar with the “Onmyoji” know the name “Yangyang Mouse”, which was produced by the core players using the pinyin of “yys”, to represent themselves, thereby expressing their love for the game. In the beginning of 2020 (the year of the Mouse), the official visualized this player title with a cute mouse which impressed the players a lot.

玩家对游戏的忠诚度高的原因不仅是因为游戏本身的精品内容输出，更有官方对玩家感情的体察和真诚沟通的态度加成。倾听玩家的需求，放低姿态贴近玩家，全心全意服务玩家，才能得到玩家的厚爱。《阴阳师》四周年推出了一系列福利活动，包括新增三档签到奖励，式神召唤概率up，未收录式神召唤等，但四周年只是情怀的一个爆点，玩家的亲切感是在平时运营活动中培养出来的，增加日常奖励、活动减负，签到和收集成就等，通过日积月累构建出玩家在游戏中的情感阵地，把平安京这一虚拟世界打造成玩家情感的寄托之处，这就是《阴阳师》能够保持长线运营的又一成功秘诀。
The reason for players’ high loyalty to the game is not only because of the game’s own high-quality content output, but also because of the official’s sensitivity to players’ feelings and sincere communication attitude. Listen to the needs of the players, put down the posture close to the players, wholeheartedly serve the players, so can a game get the love from its players. The Fourth Anniversary of “Onmyoji” has launched a series of welfare activities, including the addition of three new sign-up rewards, the probability up of summoning, uncollected SSR characters summoning, etc. However, the Fourth Anniversary is only a burst of sentiment, players’ affection is cultivated in the daily operational activities, including increasing daily rewards, activities to reduce the burden, sign-up and collection of achievements, etc. Through the accumulation of months and years to build up the emotional position of players in the game, the game became a place where players gets love. This is another secret to the success of “Onmyoji” to maintain long term operation.

3.IP扩展与成长
《阴阳师》这最后一张牌，也是它的王牌——IP。
《阴阳师》的IP价值拓展主要有三方面，一是“多元联动拓展IP的边际价值”，具体的活动涉及公益、美食、艺术等多个领域。还是从四周年庆典往回看，sp大岳丸和WWF组织合作推出公益项目“海洋保护计划”，担任形象大使；之前和肯德基上校跨界联动，深度触达用户的线下场景；以及和日本著名摄影师、导演合作推出艺术企划，把游戏的高度拔高到艺术美学的层面。这些都拓展了阴阳师IP的价值。
The IP value of the “Onmyoji” is expanded in three main ways, one is “multi-linkage to expand the marginal value of IP”, specific activities involving public welfare, dining, art and many other areas. Still looking back from the Fourth Anniversary Celebration, SP Da Yue Wan cooperated with WWF to launch the public welfare project “Ocean Protection Plan” and acted as the ambassador; before that, Onmyoji cooperated with KFC to reach users’ offline scenes; and cooperated with famous Japanese photographers and directors to launch the art project, which elevated the game to the level of aesthetic level. All these have expanded the value of Onmyoji IP.

二是打造泛娱乐产业，帮助IP扩圈。“阴阳师”IP在漫画、动画、电影、音乐、话剧等各个泛娱乐产业产出了大量作品，都取得了非常不错的评价。有一说一，中国破圈的游戏IP也不少，但能做到“阴阳师”这种规模的还没有第二家。
The second is to develop other entertainment industry to help expand the IP. The “Onmyoji” IP has produced a large number of works in various entertainment industries such as comics, animation, movies, music and drama, all of which have achieved very good evaluation.

三是打造“阴阳师IP宇宙”，从2016年9月《阴阳师》这款游戏上线取得成功后，网易相继推出了《决战！平安京》（MOBA类阴阳师手游，2018年1月上线），《阴阳师：百闻牌》（CCG类阴阳师手游，2019年12月上线），《阴阳师：妖怪屋》（休闲类阴阳师手游，2020年9月上线）这几款“阴阳师”IP游戏。三款不同类型的游戏产品，沿用“阴阳师”中的式神角色和世界观设定，网易抓住了阴阳师这个IP在不同游戏产品中拓展的可能性，吸引泛用户转移到他们可能感兴趣的游戏类型后再沉淀下来成为“阴阳师”IP的粉丝。
The third is to create the “Onmyoji IP universe”. From September 2016, NetEase Game has launched the “Onmyoji Arena” (MOBA game of Onmyoji, launched in January 2018), “Onmyoji: the Card Game” (CCG game of Onmyoji, launched in December 2019), “Onmyoji: Monster House” (casual game of Onmyoji, launched in September 2020), which are all “Onmyoji” IP games. With three different types of game products, using the characters and worldview settings from “Onmyoji”, NetEase Game has seized the possibility of expanding the IP of “Onmyoji” in different game products, attracting users to the game genres they may be interested in and then settle down to become fans of “Onmyoji IP” fans.

此外，网易在2020年520游戏发布会上还分享了未来将推出的“阴阳师”IP的其他游戏作品，包括“虚拟偶像养成”、开放世界MMO等热门品类，给予IP粉丝满满的期待。“阴阳师IP宇宙”，正在逐步走向成熟。
In addition, NetEase also shared other game works of “Onmyoji” IP that will be launched in the future at the 2020 520-game conference, including virtual idol, open world MMO and other popular categories, giving IP fans full of expectations. The “Onmyoji IP universe” is gradually maturing.

从长线运营到多线运营，从《阴阳师》这一款游戏到“阴阳师”IP，让玩家看到了这三个字表面旺盛的生命力和背后无尽的可能性。《阴阳师》还能火多久，“阴阳师”IP未来能掀起多大的浪，让我们拭目以待。
From long-line operation to multi-line operation, from the game “Onmyoji” to the “Onmyoji” IP, players have seen the vigorous vitality of the word and the endless possibilities behind. Let’s wait and see how long the “Onmyoji” can be popular and how big the “Yin Yang Shi” IP can make waves in the future.