The Great Crossover: Ni Shui Han's Chaotic Marketing Campaign

Recently, the official social media account for the mobile game 'Ni Shui Han' posted a bizarre promotional article that feels like a 'declaration of war on all nations,' drawing significant attention from the gaming community. According to netizens, the copycat-style text baiting almost every major mobile title, including 'Genshin Impact,' 'Qing Yu Nian,' 'Chu Liu Xiang' (A Dream of Jianghu), 'Love Nikki,' and 'Life Makeover,' among others.

The community's response was overwhelmingly negative. Many veteran players said they were 'numb' to this behavior, calling it the 'typical cringeworthy marketing style of NetEase.' Some even joked that the developers themselves probably avoid following their own social media accounts. This attempt to gain visibility by attacking rivals is being referred to as 'mobile game xz' (a slang term used to describe aggressive, desperate, and annoying behavior).

Commenters pointed out that even minor events in games like 'Life Makeover' were dragged into the narrative without reason, making the PR stunt look ridiculous. Others noted that since NetEase lacks the dominant distribution channels of Tencent, they are forced to rely on these 'attention-seeking' tactics to generate traffic.