Arknights is a Chinese mobile game born in 2019. The Player needs to make new friends with the assistant Amiya, face natural disasters, rescue people in distress, and finally, find the truth of the world together.
The game was a hit with the players upon its release. The combination of animal anthropomorphic characters and wasteland style was unique and attractive. Besides the excellent quality of the art design, the exciting plot and interactions between characters also attracted many players after its lunch. In the past two years, the game’s storyline has been slowed down, and the officials have left lots of imaginations areas for players, so more and more players have started to create their re-creations based on their interpretations and the existing one’s plots. （Re-creation, also known as doujin, is a text, image, film, music or other work of art that uses a current work of authorship to create new pieces.）
The enthusiasm of Arknights’ players for re-creations has continued to grow over the past 2 years, and the re-creations works of Arknights’ can be found on all major social media and game forums. Arknights finally held its first re-creations campaign in 2021, which encouraged players to submit outstanding and creative re-creations works to all major social media outlets, with the hashtag “Arknights” and would be considered as a successful entry.
Undoubtedly, this campaign brought a lot of attention and traffic to Arknights; it is an excellent way for brands to maintain the existing buzz around the game and continue to develop the game’s community ecosystem. This campaign benefits the brand to increase the relationship between players and players. At the same time, this campaign could also raise brand awareness, increase players’ goodwill, and improve brand reputation. Besides, re-creations and tags on social media are equivalent to an advertisement that helps attract players of other games. On the other hand, re-creations also helped brands understand the current interests of players, which could help them understand the subsequent plot and further operational direction and create a good impression that the brand cares about players’ feedback.
As for creators of the UGC, this campaign also brought a lot of exposure and new followers for them. Firstly, this campaign allowed players to express their love for the game or a particular character and meet more people with similar interests. It is helpful to provide more opportunities for communication and interaction between players. Secondly, the re-creation works on social media will also inspire other players who wish to participate. Furthermore, outstanding and talented creators also might receive rewards such as prizes, internships, and job offer through this campaign.
For other players of Arknights, they might enjoy the creating atmosphere and have fun with the re-creation works made by other creators. This campaign is also an opportunity to meet minded players and make more friends. Other players could log in to their account, forward, like and vote for their favourite to receive additional rewards in the game. All players who voted for it will be rewarded when the work is rewarded. In-Game rewards and leisure would be the benefits that other players of Arknights would receive from the campaign.
In conclusion, the brand (Arknights) benefits most of all. More and more people start to be aware of the game through this campaign. It has successfully generated conversation and attention on social media, increasing interaction and stickiness among players and enhancing the brand’s reputation. Furthermore, it was a chance to find out what players are interested in and mining talents.
In conclusion, the brand (Arknights) benefits most of all. More and more people start to be aware of the game through this campaign. It has successfully generated conversation and attention on social media, increasing interaction and stickiness among players and enhancing the brand’s reputation. Furthermore, it was a chance to find out what players are interested in and mining talents.