The mobile game ＂Against the Cold Water＂ pioneered the meta-cosmic advertising model, and Geely China Star became the chief implanted brand.

Recently, Netease’s first open-world martial arts game "Going Against the Water" was announced, and China national automobile brand-Geely China Star became the chief implanted brand of the game public beta. This represents that the game official once publicized that "using the game meta-universe advertising to make profits and reducing the dependence on players’ recharge payment" has officially become a reality.

The mobile game "Against the Cold Water" has repeatedly introduced to the players that it "does not force Krypton" and "completely gives up numerical payment", and relies on appearance payment and pass to get part of the income, and the rest of the difference will be earned by implanting advertisements in the game. The profit model of the brand gold master advertising fee with Meta Universe.

In the previous test of the game, the subversive reform of the game in terms of gameplay content and the game mode of neither liver nor krypton have indeed been confirmed. However, because the embedded advertising system has not been formally applied, many people still have doubts about whether the "meta-universe advertising" model can make up for the game revenue gap.

The fact that Geely China Star became the chief embedded brand in the public beta of "Going Against the Water" proved the possibility of this model.

As the flagship game project of Netease, the mobile game "Against the Water" itself has some embryonic forms of "Metauniverse". The production team wants to attract players into the game world with a lot of game content and excellent gameplay design, and then achieve a kind of "traffic realization" effect by planting advertisements.

This kind of cross-domain linkage is not a low-level operation such as "watching advertisements jump off" in the traditional sense, but relies on the immersion and appeal of the game itself, and accurately delivers advertisements from different angles without affecting the player’s game experience and destroying the game atmosphere.

According to the official of "Going Against the Water" mobile game, the "car-tour linkage" with Geely China Star will be carried out by setting up a "virtual image spokesperson of Geely China Star" in the game to interact with players, help players understand new car information, make an appointment for a test drive, and receive exclusive car purchase subsidies for mobile game players.

In order to ensure the seriousness of the game atmosphere and the integrity of the player’s experience, there will definitely be no cars that are out of date in the game, and there will be no systematic notices of the nature of car promotion. Of course, "there will never be any game content that needs to be bought to experience."

Geely China Star, the first time to test the advertisement of Shuiyuan Universe, also specially invested in the exclusive car purchase benefits for the mobile game players of "Against the Water" for this implantation. According to the official disclosure, the benefits are quite strong, and the mobile game players of "Against the Water" can receive them in the game after the activity is launched.