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At noon on August 12, the topic #罗森崩了# rushed to the hot search list, and many netizens reported that the "罗森IP购" applet could not be opened. The reason was that 罗森 and the mobile game "罗森IP购"Love and Deep Space》The joint activity was launched, causing the WeChat mini program "Lawson IP Shopping" system to be abnormal.

Some consumers reported that 200,000 copies of the "tinplate badges" worth 12 yuan were sold in just a few seconds when the event was launched. The reporter of "Consumer Report" observed that in less than a week, the number of peripheral products sold for this joint event exceeded 1.7 million, which shows that consumers responded enthusiastically.

At the same time, although there is still some time before the joint event between "Love and Deep Space" and KFC is launched on August 23, the event has attracted the attention of a wide range of players. Since the launch of the mobile game "Love and Deep Space", many joint events have been launched. How great is the commercial value of this IP, and how far-reaching is its influence in the market?

The linkage peripheral products are popular

It is reported that the joint peripheral products of Lawson China and the mobile game "Love and Deep Space" (wafer biscuits, tinplate badges, acrylic stands, postcard transparent card sets, and shake stand) will start pre-sale online at 12 noon on August 12. Online channels include Lawson IP shopping mini program, Lawson bilibili membership shopping and Paper Games flagship store.

Soon after the pre-sale was launched, the "Lawson IP Shopping" app had a system abnormality due to the "Love and Deep Space" joint event. Many netizens reported that the "Lawson IP Shopping" applet could not be opened, and then #Lawson collapsed# triggered a heated discussion. So far, the 18-yuan tinplate badge has sold more than 900,000 on Taobao, and the 12-yuan postcard transparent card set has sold more than 500,000. According to a rough calculation by the reporter of "Consumer Report", only in the official channel of "Paper Stacking Heart Flagship Store", a total of 1.7 million copies of the four joint peripherals in cooperation with Lawson were sold.

However, the estimated delivery date of some products in 210 days has caused controversy. Some players joked that "the game has only been launched for 200 days, and it is the fourth batch of 210-day pre-sale" and "Don't be too late to participate in the game by then, but still receive peripherals one after another, reminiscing about the past"...

The reporter of Consumer Report noticed that on the second-hand platform, some users sold the joint products launched by Lawson and "Love and Space" at a price higher than the original price, which also caused dissatisfaction among consumers. Some fans of "Love and Space" believe that the reason why it is difficult to grab the joint peripheral products of the earlier batches is partly because "scalpers" snapped up a large number of joint peripheral products.

This phenomenon has been criticized by many fans, and some fans even suggested that other fans should not rush to buy these joint peripherals through scalper channels. One fan said: "After all, they can be bought offline in September." It is reported that the joint theme store and some Lawson stores plan to sell "Love and Deep Space" joint products in September this year.

Regarding the sales of this joint event and the long pre-sale period, Consumer Reports asked the relevant person in charge of Paper Games, but the other party said that they could not respond. In addition, this magazine also sent an interview letter to Lawson, but as of the date of publication, no response has been received.

Frequent launch of joint activities

The reporter of "Consumer Report" noticed that "Love and Deep Space" has frequently held IP joint activities recently, and has officially announced joint activities with brands such as Gu Ming Tea, Apple, Meitu Xiu Xiu, Lawson, KFC, etc., and launched joint peripheral products.

How popular is the Love and Deep Space co-branded IP?

On June 21, Gu Ming and "Love and Deep Space" launched a joint event, opening theme stores in 14 cities across the country. The event received a warm response from fans as soon as it was launched. It is reported that Gu Ming held a three-day Linkong Paradise pop-up store at the Shanghai BFC Bund Financial Center. On the day of the event, it can be found through the mini program that the pop-up store has three food pick-up points. Some users reported that they received 5,000 orders in just two minutes after the mini program was opened. Some netizens even posted screenshots of their mobile phones, showing that the total number of orders for the pop-up store exceeded 8,000 cups in just over an hour after opening.

On August 23, "Love and Deep Space" and KFC jointly launched the "Love and Deep Space Happiness Package" and "Love and Deep Space Heart-beating Package". Purchase the package to get limited edition linkage peripheral products. Since the number of these peripheral products is limited, if you want to get the peripheral products, you may need to make an appointment to purchase them as soon as possible.

There is still some time before the release date, but the event has already attracted widespread attention from players. One player joked: "I can't imagine how difficult it is to grab the set meal at the KFC theme store."

Some players also told reporters that they had just grabbed Lawson’s collaborative peripherals and were now busy preparing to grab KFC’s meal sets.

Consumer Reports reporters observed that sales links for related products have appeared on second-hand trading platforms, and some are sold at high premiums. In addition, some users said they would accept "eating on behalf of others" and "grabbing on behalf of others" services, that is, buyers pay to grab the meal packages themselves, and the users help the buyers eat the food in the meal packages and mail the surrounding products.

A seller who provides "eating on behalf of others" service told the reporter of Consumer Report that many buyers have already placed orders for the service. "This package is very popular. The backend has received many orders. As soon as the link was launched, many people came to ask about it."

What is the commercial value of "Love and Deep Space"?

Since its launch on January 18, the mobile game "Love and Deep Space" developed by Paper Games has quickly gained a large number of loyal players, and has achieved dazzling results in terms of downloads and revenue in major regions. It is reported that the game had more than 6 billion topics on the entire network on the day of its launch, and the turnover in the first week exceeded 150 million yuan.

It is worth mentioning that Love and Space also occupies a place in the overseas mobile game market. According to Sensor Tower data, Love and Space received more than 5.4 million downloads in less than two weeks after its launch. Japan has become its largest overseas revenue market. The publisher's revenue surged by 246% month-on-month, ranking among the top 30 Chinese mobile game publishers in terms of global revenue. In addition, Love and Space also topped multiple free charts in the United States, Canada, South Korea, Singapore and other countries.

According to Qimai data, as of August 17, the cumulative revenue of "Love and Space" on the IOS side in China is estimated to be US$90,219,026, or approximately RMB 646 million.

Whether it is through the game’s own revenue data or the sales of related products on e-commerce platforms, it is enough to prove the strong purchasing power of the player group and the commercial value of the "Love and Deep Space" IP.

Faced with fierce competition in the otome game market, can Love and Deep Space continue to attract and retain more players? This is a big question in the industry. The otome game market has attracted a large number of loyal female players with its unique emotional experience and role interaction, but it also faces challenges such as high player expectations and severe market segmentation.

Industry insiders have analyzed that the audience of otome games has rich emotional needs, and if the planning is not careful, it may touch the players' nerves. Although the joint activities of "Love and Deep Space" have received widespread attention and attracted the interest and participation of a large number of players, there are also some players who are dissatisfied with certain aspects. In addition, the frequent launch of joint activities may easily cause players to become "fatigued".

Through official channels, we can see that various joint activities of "Love and Deep Space" are being launched continuously and steadily. For "Love and Deep Space", joint activities are opportunities to expand influence and attract new players, but at the same time, it is also necessary to consider how to balance the needs of different players, which is undoubtedly a long and arduous task.