Nudity, sex scenes, sexual innuendos! Male sex sucks like crazy! Fold paper, NetEase is so brave...

Touching legs, taking off stockings, being naked, hinting at sex...

The recent borderline marketing of B-games has attracted attention.

In fact, not only B-games, ADX shows that MMOs that also need to attract female players are also engaging in male sex marketing - has it spread?

ADX data shows that some ambiguous and male pornographic materials are at the top of the list of plans in the past 30 days. This means they are highly efficient materials with outstanding suction capabilities.

Both B-games and MMOs are so daring to play and risk everything, which shows the importance of the track and the emphasis on female players.

1. Sense of interaction. Sex value = leveraging the explosive volume of human nature?

Compared with the common highlighting of women’s sexy body parts in the game advertising industry, the “male sex material” is more ambiguous and “interactive”.

A typical example is the "sex scene" material of "Love and Deep Space": the shirtless male protagonist is touched on the face and chin by the heroine.

Another example is the material of the PC game "A Chinese Ghost Story", which has a strong atmosphere of ambiguity between men and women.

#The material of the mobile game "Ni Shui Han", can you cultivate both body and mind?

Sense of interaction Sex value = leveraging the explosive volume of human nature.

Not only that, but there are also more popular "little routines" appearing, such as the material of the mobile game "The Cold Water", where the male actor seems to have to take off his clothes (of course it is impossible and cannot pass the review). Then the next frame of the picture is to guide the audience to click and operate (in fact, users will enter the landing page when they click on the material).

The erotic material not only helped "Love and Deep Space" reach the top of the Spring Festival best-selling list and stand out in the B-game war, it also stood out in the Japanese market Heavy siege. The overseas version of ADX shows that the creative materials for the Japanese server of "Love and Deep Space" basically follow domestic creativity, and they also have an interactive feel and color value. However, the Japanese server creative has more large characters appearing on the screen.

Whether it is domestic or overseas, the interactive color value directly stimulates the senses, and the end of the sensory stimulation is lust and edge, but it does also quickly show the game The charm of the character leverages the underlying humanity.

You must know that the underlying human nature of players in the global market is basically the same. For example, most Chinese people will think a cute dog is cute, so will Americans, and most people in Europe, Japan, and India will think so. The characteristic of juvenile continuation - the sense of cuteness is the same at the human level and breaks through cultural differences. However, people's aesthetics, concepts, and preferences may be different, and this has nothing to do with human nature. For example, if Americans vote collectively, the shepherd dog may be the cutest, while the Chinese may vote the VIP first. This is a specific aesthetic difference.

2. From entertainment value to emotional/emotional value

The popular material implies sex/lust, and also reflects the trend of game marketing: short, flat and fast , fragmented content environment, quickly and directly giving emotional/emotional value, has become a trend.

For B-games and MMOs, the emotional/emotional value is directed toward sex/lust;

Another example is the healing themes commonly seen in business simulations and MMO circuits, especially the "forest pastoral healing system" "It gives people a warm, healing, quiet and peaceful mood;

Another example is the common real-person creative context of legends and online earning, complaining about industry chaos (such as krypton gold, At the beginning, it became a "mouth substitute" for players' long-standing anger.

The picture captures people/sultry, captures emotions, and brings the audience's emotions/emotions into a specific state like a whirlpool.

Suzhi gives emotional/emotional value, which will definitely increase the completion rate, which also increases the temptation of the content to players.

In the past, when game marketing and advertising materials wanted to leverage the emotions of the audience, they often used sexy beauties.

But nowadays, the tightening of platform censorship, the proliferation of sexy beauties, and the rise of female players have led more creatives to explore other ways to stimulate emotions.

3. Just brushing aside? "Talk about sexual perversion"?

Sexy material is quite controversial - isn't this just brushing aside?

In our view, as long as it is above the bottom line (can pass the review and is age-graded), it can only be said to be a superficial suspicion, not a real violation of laws and regulations. It is very common to achieve too much marketing revenue, sacrifice style, lose face, and risk everything. "Talking about sex" may be a bit sensitive.

Of course, the game marketing industry still needs to pursue high style and do a good job in age classification.

contains high-style erotic material. In a film industry with fierce marketing, sexy beauties and muscular men are the must-haves in commercial films, and "Feng Shen" is relatively high-style.

——Marketing, as a business, must conform to the aesthetic trend of the times, focus on aesthetic elements, and leverage the underlying humanity.

This is not unique to the gaming industry, after all, this is the trend of the times.

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