Because Werewolf games are more diversified

The core character in Werewolf games is that the good guy wins with a knife. In the game, the werewolf needs to try to win the trust of the good people on the field. JY Dai Shi, the "number one wolf king" in the national server with millions of fans, seems to have grabbed the "support votes" from all the players in this game.

Werewolf

If the entire market due to werewolf killing is itself a "big melee" with many parties competing, JY is undoubtedly a "clear wolf". In this game , he played decisively, toughly, and ambitiously.

There are many players who are good at "Werewolf", but like JY, they regard it as a "traffic entrance" for business, converting personal IP into live broadcasts, e-commerce, offline board games, etc. For those who have one way to cash out, there may not be a second one.

On April 1, he posted on Weibo, "I want to open JYC all over the world, no one can stop me!" The picture on Weibo was a poster for his new endorsement of a mobile game. This game was originally It has nothing to do with Werewolf, but the title given to JY on the poster is "The No. 1 Wolf King in the National Server", which shows that this status has increased his worth a lot.

In addition, he recently changed his identity from "well-known League of Legends commentator" to "JYC founder" and attended the Alibaba Entertainment short video strategy conference.

JYC is the abbreviation of "JYclub", the Werewolf-themed board game bar he runs. On March 12, the "JYclub" Shanghai store opened. According to "Tencent Technology", the store opened on the first day. Made a turnover of 1 million.

As part of the ribbon-cutting ceremony, JY also invited many friends in the industry, such as Prisoner, Xiao Cang, Faker and other e-sports stars from Beijing and Shanghai to play a "Beijing-Shanghai Battle". This so-called super high-match game attracted millions of fans to watch, and became a hot search on Weibo. Zhihu, Weibo Q&A and other platforms instantly saw a number of posts such as "How to evaluate JY CLUB 2017.3.12 Beijing-Shanghai War" ?" question, this is a typical "review" culture in the industry.

The whole "Werewolf" trend is basically driven by live broadcasts and variety shows, and these e-sports anchors are undoubtedly the initiators. In the minds of many players who claim to be "high-end" and "professional", they are the coordinates and idols to learn, imitate and catch up with, which means that where there are anchors, there is traffic. “JYclub” is undoubtedly a business that brings its own traffic.

The Shanghai store is the second branch of "JYclub". The first one is in Yizhuang, Beijing. Its Werewolf board game bar has been ranked among the top 3 in "popularity" by Dianping for many years. The reason why it is not ranked first may be because it is expensive.

The price of 35 yuan/hour is more like a "luxury product" compared to many small board game bars that cost 30 yuan for a night's play and 10 yuan for unlimited drinks. For many players who like to play fiercely one game after another, they have to spend more than 150 yuan every time they go to "JYclub".

“JYclub” is indeed intended to be an affordable luxury. Customers need to apply for a membership card and recharge with a minimum of 200 yuan, and often engage in activities such as recharging 5,000 and getting 1,000 free. Members earn points for every game they play. The higher the points, the higher the technical "level" and the greater the discount on fees.

But customers may feel they get their money's worth. After all, the "judges" in the store choose handsome men and beautiful women with very good looks and good figures. The decoration and props of the venue are exquisite, and there will also be cards signed by the anchor. The anchor will occasionally come to play with members, and actor Liu Haoran will visit, etc. Marketing point.

There is also an online live broadcast. "JYclub" broadcasts live broadcasts of members playing in the store on Xiongman TV every day. Most of these members are ordinary werewolf fans, but each game can still attract thousands of people to watch, and the total number of fans in the live broadcast room exceeds 100,000. Interestingly, online live broadcast viewers can also give gifts to offline players in the form of ice cream and drinks for players they think played well.

There are also many considerate membership services. For example, on the WeChat official account of "JYclub", members can bind physical cards, make membership appointments, check points and balances, etc.

After experiencing this series of sessions, you will strongly feel that this is really not something that an e-sports anchor who usually takes care of his children and cooks can do. This is almost A mature business operation model.

It is worth mentioning that "JYclub" has now opened nationwide franchises. The investment amount starts from 500,000, and the store area is more than 200 square meters. Online reservations for joining require detailed deposit certificates and investment plans.

Perhaps we cannot predict whether Werewolf-themed board games will eventually end in dismal business as the popularity of the game wanes, as it did back then, but "JYclub" did try fan brokerage to monetize offline. mode.

JY himself has actually become a personal IP, enjoying the dividends he deserves in the internet celebrity era.

On "Weibo Q&A", JY answered questions from 9 people, most of which were worth 500 yuan, and the total amount was 3,450 yuan. These questions attracted 25,033 people to "watch" for 1 yuan. According to the equal share between the questioner and the answerer, JY can also get 12,516 yuan in income from the onlookers.

Most of these questions are about guide-type and strategy-type questions such as "What is a good way to judge true and false prophets?" JY's answer is very simple, a few dozen or a hundred words, for him , the money you get for answering questions is trivial, and interacting with fans is the key.

For "Werewolf Internet Celebrities", online live broadcasts, offline performances, and knowledge questions and answers from experience are all their unique value. Taobao stores are a must-have tool for all Internet celebrities to monetize, and JY opened 5 stores at once.

JY spares no effort to promote the Taobao store. Various advertisements are inserted during the live broadcast. In the game introduction program that he regularly uploads to Tencent Video, there is always a 10-minute Taobao store at the beginning. advertise. Isn’t it so shameful? But business is good.

A pair of werewolf killing cards with an average price of less than 20 yuan on Taobao was turned into a "JYclub" customized version and sold for 128 yuan, with monthly sales of nearly 900 orders; a hot item in JY snack shop " The unit price of "Little Bear Backpack" is 198 yuan, with monthly sales of 3,847 units. It has received rave reviews. The weirdest thing is that the people who gave negative reviews even just wanted JY to come forward and "step on his identity."

Sometimes you just don’t understand, why do so many people go to his Taobao store to buy something like meat floss pancakes that you can buy at the store downstairs? But after reading the comments, I instantly realized that maybe everyone just wants the included signed photo? Or is it purely an attempt to gain the magical power of "Naked Spot 4 Wolf" after eating it?