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"Cross Fire" is "selling like crazy" on TikTok!

On the evening of August 8, "Cross Fire" held its first Douyin live broadcast to promote the 16th anniversary carnival. The event mainly promoted the 16th anniversary "Yunlong Set" (annual set, only released once a year), and also brought a large number of benefits.

After the broadcast began that day, "CrossFire" quickly topped the Douyin sales chart. According to third-party data monitoring, the total number of viewers of this live broadcast reached 7.66 million, the total sales exceeded 1.4 million, and the total sales exceeded 150 million. According to the author's understanding, this sales volume seems to be the highest data for a single live broadcast in the gaming circle.

By the next day, everyone seemed to still be immersed in the atmosphere of the live broadcast - on Douyin, Tieba, and Weibo, you could see "Cross Fire" players sharing what rare items they had snatched, which attracted a lot of envy.

Live streaming is not a new thing in the gaming industry, but it is rare to see a game like CrossFire that has been operating for 16 years and can still achieve explosive sales and satisfy players. I witnessed the whole process and would like to discuss with you the "why".

I want to use 3 numbers to talk about the "horror" of "Crossfire"

2 seconds

This is the time it took for 888 sets of competitive glory suits (7 pieces per set) + 8888 sets of single gift boxes, a total of nearly 10,000 items, to be sold out in seconds during the Douyin live broadcast event. Do you feel the enthusiasm of "CrossFire" players? Not enough!

About 40 minutes into the event, the live broadcast room released the Competitive Glory Set again, with 666+6666 items, and this time it was sold out in just over ten seconds. Some netizens even complained that it was not on the shelves, so how could it disappear in the blink of an eye, which made the backstage management brother feel wronged.

Similar scenes were played out again and again throughout the live broadcast.

It is not difficult to find that CrossFire has brought out the props that players want most, such as the annual sets of Thunderstorm, Thunder and Competitive Glory. A UP host once counted the situation of the anniversary sets of CrossFire. The most discussed in the comment area were these three sets, and many people said "I regret not buying them at that time". Naturally, many people want to "realize their dreams" this time.

200,000

At the beginning, we also mentioned the situation of Douyin's external data, so the audience data can only be reported by the backend management guy, and 200,000 is the first data released by the guy in the 7th minute after the live broadcast started.

To be honest, I was shocked when I heard it, and I became more curious when the data kept rising. After all, it is impossible that all CrossFire players watched Douyin during this period, and using this to calculate the overall active user data of the game does not conform to the common rule that "the longer the operation, the fewer players there are."

For this reason, the author specifically asked a friend who has been playing "Cross Fire". His answer was "CF players can't forget this game. If they have time or holiday activities, they will come back. The servers are often full."

Through investigation, the author found that "CrossFire" has indeed maintained an exaggerated popularity. For example, Shunwang Xingyanshe publishes the Internet cafe game popularity list every month. In the past six months, the popularity value of "CrossFire" (official explanation of the popularity value is the total number of times the product is launched in Internet cafes within a natural month) has been around 30 million, firmly occupying the top spot in the FPS category.

10% off and 0.1 yuan

The popularity of "Cross Fire"'s first live sales show on Douyin is also related to the benefit of "breaking bones".

On the one hand, there are 10 weapons and props for sale at 10% off. To be more specific, the price of Desert Eagle-Shura was originally 408 yuan, but you can get it for 40 yuan; the price of Dragon Slayer (melee weapon) was originally 498 yuan, but you can get it for 49 yuan... It can't be said to be a free pick-up, but it's very close, and these weapons have left a deep impression on players and have extremely high collection value.

On the other hand, there are 5 sets of props for sale at 0.1 yuan, including the Chuntao series, Fengshen theme, Fantasy Punk theme and two sets of gold weapons. This is completely free. For example, if you don’t have a set of gold weapons, you’d be embarrassed to say that you are an old player.

After watching the entire event, the author’s most intuitive thought is “it is still the gun battle dream of 300 million mice.”

The entire industry is learning how to sell goods, and "Cross Fire" is the first to come up with new ideas?

After talking about the results of live sales and the support of grassroots players’ demands, let’s study the implementation form of this live sales.

It is easy to see that the guest lineup invited by CrossFire is "a bit special". In the industry, live streaming sales cases often have 1-2 people to do the whole process. Common identities of the corresponding live streaming personnel are game Cosplayers, planners/operators, or well-known KOLs on the platform. However, CrossFire did the opposite:

1. It has more guests.There were a total of 6 guests appearing in this live broadcast, including CF professional player Ludou, CF commentator Yuhang, Douyin treasure appraiser Tingquan, pan-entertainment expert Xiaoaoao, e-sports veteran SKY, and planner Xiao K.

2. Resident guests have a better sense of balance.Among the above six guests, two are present throughout the event, namely Green Bean and Yuhang. Compared with the polarized situation of other product selling guests, they not only understand the game but also have a certain amount of traffic attention.

What is the reason for this choice?

Let’s first talk about the benefits of having more guests. The most intuitive one is that it can reach more users on the platform. For example, Tingquan has more than 11 million fans on Douyin, and Xiao Aoao has nearly 8 million fans on Douyin. Knowing that they are players of "Cross Fire" and are going to do this live broadcast, some old "Cross Fire" users who have not paid attention to the official news were also reminded of their memories.

And because these guests are in different fields, the jokes they bring to the live broadcast are also very diverse. For example, Xiao Aoao was originally wearing a formal suit, but his neck was stuck and it was too uncomfortable. In the live broadcast room, Lu Dou and Ting Quan helped him to "loosen his tie", which looked funny and harmonious.

What are the considerations for choosing the resident guests? I didn’t understand it at first, until I watched the live broadcast. Compared to watching the official staff who know the game very well but have an inevitable gap with the players, and watching the guests who have traffic and are well-known to the public but don’t understand the game, "CrossFire" really created a "chat feeling" in the resident guest segment.

Take Lvdou as an example. He is a well-known and talented player in the CrossFire competition. Most players know him. Lvdou has also been doing live broadcasts on Douyin and has sufficient experience in communicating with players. Even if you don't pay attention to e-sports, Lvdou's mention of the history of skins such as AWM-Judgment in the live broadcast can touch the memories of most old players.

It is worth noting that this event has been more fully prepared. The live broadcast room announced a special benefit - the direct sale of Green Bean's customized skin, giving everyone the surprise of "the champion personally selling the champion skin".

Looking back at the CrossFire live broadcast, you will have a very strong sense of déjà vu: they are not here to sell goods, but to give benefits to players in a different form. The best evidence is that some precious props can be returned in a simple lottery event, and the sales volume may even be higher, but they were taken out by the official and changed to direct sales.

Why did they use live streaming to sell goods to give them to players? And why did they make innovative explorations in the design of the links? Just look at the exchanges during the live broadcast and the subsequent discussions and you will understand that CrossFire did not coldly give benefits to players, but led everyone to participate and feel the joy of the festival together.

"It can provide players with an excellent sense of companionship and common growth." The value of this to the gaming ecosystem probably does not require much explanation.

CrossFire has been doing this well for the past 16 years

After watching this live broadcast of selling goods, the author couldn’t help but learn about the recent situation of "Cross Fire", and found that it is more active than most people imagined.

Taking the monitoring of violations that affect the game environment as an example, "Cross Fire" publishes the latest banned list every week, and reports on the progress of solving the problem at the source every once in a while (jointly with the police to continuously crack down on the illegal production and sale of plug-ins). Similarly, the product functions themselves are also continuously iterating to protect the player experience. For example, the game interruption function was launched in July.

"CrossFire" continues to invest in active communication with players, such as the offline exchange meeting in May, which allowed players to have on-site question-and-answer dialogues with planners and operators to cultivate and consolidate players' sense of belonging and identity; it also actively leads players to do charity, such as the e-sports-led action to protect national treasures in July, which can not only fulfill their responsibilities, but also enhance players' sense of honor and pride as a member of Cfer.

Therefore, it is no surprise that CrossFire can use new tricks to make live streaming sales a hit, because in its 16 years of operation, it has never neglected its foundation, which is to "give players a better and even the best experience." With this driving force, CrossFire will naturally continue to learn from others, bravely embrace new changes again and again, and lead the new era.

Today, the industry is paying more and more attention to how to make evergreen games and products that players are willing to support for a longer period of time, and CrossFire is a very valuable reference. We look forward to seeing this product usher in a better tomorrow.