With midsummer approaching, the SLG community has been heating up along with the temperatures—recently, two news stories related to *Three Kingdoms: Strategize for Supremacy* not only sent shockwaves through the entire Three Kingdoms SLG community but also sparked a series of follow-up developments that reached beyond the genre’s usual boundaries.
The first wave took place in late May, when Sanmou invited Hong Yuzhou—who played Zhou Yu in the classic version of *Romance of the Three Kingdoms*—to return to the Command Platform as the Grand Admiral of the SLG World Cup, fulfilling the wish of Three Kingdoms fans across the country to see the iconic scene of “Zhou Lang Selecting His Generals” once again.This performance surpassed 1.8 million views on Bilibili and briefly ranked first on the platform’s trending list. Shortly thereafter, in early June, Sanmou announced an official partnership with the Portuguese national team, becoming the team’s designated mobile game—a move that resonated with the public’s enthusiasm for the recently discussed USA-Canada-Mexico World Cup.The collaboration hashtag quickly surged to the top of Douyin’s trending list, prompting many players to exclaim, “The developers really spoil their fans!”
As Sanmou marks its second anniversary, these two major events are both version updates centered around the core concept of the anniversary celebration: the “SLG World Cup.”Breaking through to a wider audience once might be a coincidence, but doing it twice requires a proven strategy—now that Sanmou has entered a stable operational phase, it is demonstrating its formidable strength in creating long-term buzz.
This brings to mind how, two years ago, “Three Strategies” entered the market as a game-changer, sparking a wave of innovation in the operational philosophy of the entire Three Kingdoms SLG genre.And to this day, it continues to build its “empire”—on June 6, the very day its second-anniversary celebration began, “Three Strategies” surged straight to No. 2 on the iOS Top Grossing Games chart, and today it has once again climbed to the Top 3;Over the past six months, “Three Strategies” has repeatedly ranked in the Top 5 of the iOS mobile game sales chart, with recent updates such as “The Siege of Chenchang” and “Restoring the Han Dynasty and Suppressing the Rebels” consistently garnering significant attention.This series of achievements provides solid evidence: while many SLG developers of the same era still cling to “one-shot” strategies, Bilibili is driving *Three Strategies* steadily toward long-term sustainability through sustained, year-long investments.
Everyone says that the current SLG market is a red ocean, so how has Sanmou managed to navigate these waters with such ease? By analyzing the strategies featured in this second-anniversary update, we may be able to distill some valuable insights worth considering.
01
Back to Basics: Capturing the “Spirit” of the Three Kingdoms
As servers across the board gradually enter Season 15, the overall outline of this “Three Strategies, Two Anniversaries” update has begun to take shape.
To summarize, there were four major key events: First, they created the year’s most important annual storyline, “Raging Waves at Red Cliffs,” which introduced an entirely original set of naval battle sandtable gameplay set against the backdrop of the Battle of Red Cliffs; second, they collaborated with the original cast of the classic “Three Kingdoms” series to “recreate Zhou Lang’s Selection of Generals,” infusing the campaign with a sense of ritual from a marketing perspective;Third, they defined a brand-new core concept—the “SLG World Cup”—redefining anticipation for new servers by emphasizing “competitiveness”; finally, a surprise collaboration with the Portuguese national soccer team completely ignited the World Cup concept.
By connecting these elements, you’ll discover the core philosophy of the Three Kingdoms Strategy project team: rather than settling for superficial, routine content updates—such as adding new generals or iterating on gameplay mechanics—they focus on the foundational experience that underpins the Three Kingdoms SLG genre, further fleshing out both its “bones” and “flesh.”
Let’s start with the essence of Three Kingdoms SLGs—the reason Chinese players love them boils down to a deep-seated longing for the Three Kingdoms culture that has been passed down for two thousand years. Evoking collective cultural memories in a way that remains true to the spirit of the Three Kingdoms is the primary way to resonate with SLG players.
This is why, when Director Hong Yuzhou returned to the screen, it immediately sparked widespread discussion: the scene “Zhou Lang Selects His Generals” successfully translated the classic ceremonial atmosphere of the classic *Three Kingdoms* narrative into a season-based rally familiar to contemporary SLG players.
On the one hand, the production quality of this short film is exceptionally high, with Zhou Yu’s armor faithfully recreating the “White Helmet with Phoenix Wings” from the classic version of *Romance of the Three Kingdoms*;the scene where Zhou Yu issues orders to Taishi Ci and the other generals also faithfully recreates the storyboards from the classic *Romance of the Three Kingdoms* adaptation. From the quality of the costumes, makeup, and props to the details of the scene composition, every aspect reflects the tremendous effort invested in the production process.
Not only that, but the project team also invited Liu Shusheng, the screenwriter of the “Battle of Red Cliffs” episode from the TV series *Romance of the Three Kingdoms*, to serve as a script consultant for the new episode—this not only demonstrates deep respect and tribute to previous interpreters of history, but also leverages their expertise to elevate the script’s thematic depth to new heights.
The ingenuity of this short film lies in the fact that it does not mechanically replicate the historical facts of the original work or classic “Three Kingdoms” TV dramas; rather, it uses historical accuracy to highlight its originality—Zhou Yu, who enters a dream from the modern world and returns to the 13th year of the Jian’an era, leads the plot to a pivotal point in history by personally selecting his generals and devising a strategy:Not only does he foresee the east wind in advance, but he also anticipates that Guan Yu might let Cao Cao escape at Huarong Pass, secretly dispatching Xu Sheng to set up an ambush and kill him; if Cao Cao were to die there, the Kingdom of Wu could capture Xiangyang to the north and advance westward into Ba and Shu, steering the unfinished strategy to divide the realm into two into a different outcome.At the end of the short film, an Easter egg hints that Guo Jia is not dead, adding new suspense to the upcoming battle.
This reimagining re-explores Zhou Yu’s character arc, allowing players in *Three Strategies* to experience the “what-if” ending of the Battle of Red Cliffs and reimagining the multiple possibilities of history.Upon closer inspection, the generals in the drama are actually portrayed by multiple real-life allied players—thus, the narrative returns from *Three Kingdoms* to *Three Strategies*, culminating in the message that “*Three Kingdoms* is not merely history; heroes emerge from our own ranks.”By offering a modern interpretation that fills in the gaps left by ancient accounts, this narrative is able to evoke a deeper sense of resonance among players.
And built upon this framework of cultural significance, strategy forms the “flesh and blood” of Three Kingdoms SLG games.
The reason the SLG genre has endured is precisely because it recreates, on the battlefield at our fingertips, the rivalries and political maneuvering of the Three Kingdoms era. The allure of strategic intrigue that emerges from competitive gameplay is a key factor in keeping many players engaged over the long term.
Over the years, Sanmou has continuously expanded the game’s strategic depth through updates to its map mechanics. Take this season’s annual scenario, “Raging Waves at Red Cliffs,” as an example: drawing inspiration from the Battle of Red Cliffs, it opens up an entirely new battlefield on the water.Key locations such as water forts and ports have become new strategic hubs, with combat centered on the offense and defense of warships. Units transform into warships upon entering the water, and different warship types each possess distinct movement speeds, siege values, and maneuverability. They can also be equipped with ship components that provide various effects, such as fire attacks, healing, and combo attacks.
Many players believe that it has completely rewritten the original competitive dynamics of “Three Strategies”—from siege routes and strategies to general lineups—with every aspect of game strategy being reshuffled. What’s particularly revolutionary is that “Three Strategies” has further innovated upon the original six major classes, granting each class its own exclusive surface-based commands.For example, the “Divine Speed” class can use the “Advance” command to quickly launch surprise attacks and harassment from the water, while the “Celestial Engineer” class can transform its own troops into arrow ships to deliver fire suppression. The abilities of each class differ significantly from their land-based counterparts, introducing a whole new tactical dimension.
Combined with brand-new dynamic battlefield mechanics such as “Tidal Shift,” this comprehensive design elevates the tactical depth of “Three Strategies” to a three-dimensional level: expanding from a simple land-based advance to a multi-dimensional battlefield where land and water intertwine and front and rear forces coordinate, making for an increasingly thrilling and intense strategic experience.This brings to mind San Mou’s past achievements, such as the fast-paced 45v45 GVG mode “Struggle for the Throne” and last season’s highly acclaimed “Cultivate Scholars, Achieve Glory” system for recruiting retainers and advisors—San Mou has consistently been a pioneer of gameplay innovation within the SLG genre.
Nowadays, against the backdrop of the industry’s shift toward long-term operations, various SLG titles are gradually developing a mindset of proactively creating content and generating buzz.Sanmou’s strength in this second-anniversary celebration lies in the fact that, rather than simply relying on a brute-force approach of throwing in as many features as possible, they have taken a clear-headed approach by returning to the genre’s roots and building upgrades around the core experiences that define the entire genre. This series of well-thought-out strategies ultimately achieved the effect of “moving a thousand pounds with just four taels,” successfully resonating deeply with players.
02
With so many contenders vying for the top, it’s quite a lively scene.
As the anniversary-themed servers are gradually launched, the SLG World Cup in “Three Strategies” has officially kicked off. As one of the central events of the second-anniversary celebration, this World Cup has truly captured the public’s attention, with related topics racking up nearly 100 million views on Douyin alone.
Players have gathered here for one reason alone: to witness the highest level of competition and strategy in the entire SLG genre—this anniversary-themed server truly lives up to its “World Cup” moniker. The top alliances from across the SLG community have converged on a single battlefield.
For example, the highly anticipated showdown between Guangwu and Bank—a rematch of a classic clash from years past—has drawn widespread attention within the SLG community. Guangwu, once a T0 alliance,has now declared it will engage in all-out, no-holds-barred warfare across the entire server, specifically calling out its longtime rivals Bank and Kimchi to settle their unfinished scores, ramping up the tension in the World Cup to a fever pitch.In addition, star alliances such as Zhuxing, Jiutian, Langmeng, Cangfeng, and Tieqi, along with top-tier alliances from other SLG games, will join the fray. With a three-way battle between established champions, returning powerhouses, and rising forces, the SLG community is about to witness a rare, high-level showdown of the highest caliber.
These top players don’t come out of retirement easily—and the reason Sanmou was able to successfully organize the SLG World Cup was due to its strengths in many areas. First of all, the “World Cup” originated within the player community and has a solid grassroots following.
In Sanmou matches, whenever the top alliances are matched on the same server, it creates the “Group of Death”—the most powerful and fiercely contested group. Sanmou players affectionately refer to this server as the “World Cup”——it brings together the most influential alliances and the most complex diplomatic maneuvers, and often gives rise to the most talked-about player stories of each season.
Now, Sanmou has officially incorporated memes created organically by players into the version’s theme, naming the second-anniversary themed server the “SLG World Cup”—effectively bringing the sense of ritual that has long been cultivated within the community to the forefront. Sanmou’s approach is clear: to place players at the center of its game operations strategy and to continuously release high-quality content driven by player demand.
Over time, this high-quality content has stood the test of time and has translated into Sanmou’s unique product strength and reputation. By convincing these top SLG alliances—which have long since retired from the scene—that this is a battlefield worthy of their honor, they will naturally join the fray.
But what truly propelled this “SLG World Cup” beyond its niche audience was a twist that caught many by surprise. At first, it drew attention from SLG players of all stripes, and soon after, many players began joking, “If you’re so good, why not play the real World Cup?”——Who would have thought that the Sanmou team would not only heed this call but actually turn it into reality?
On June 2, Ling Feng, producer of *Three Kingdoms: Strategize for the Empire*, and his team visited the headquarters of the Portuguese Football Federation to hold a signing ceremony with the Portuguese national team, making the game the national team’s official mobile game.At the signing ceremony, the *Three Kingdoms: Strategize for the Realm* team presented the Portuguese national team with gifts symbolizing “mystical Eastern powers” to support their efforts, including an 18-bead bracelet from Lingyin Temple and a “Leaping Over the Dragon Gate” Wenchang gift set; João Cardoso, Chief Commercial Officer of the Portuguese Football Federation, reciprocated with a custom-made jersey.What began as a joke in the player comments section has now truly made its way onto the World Cup stage, setting a precedent for SLG collaborations.
The news spread quickly. The main hashtag #Play-Along-with-the-Young-Ronaldo-One-More-Time# attracted tens of millions of viewers on Douyin, surged to the top of the trending list, and ranked among the top five World Cup hashtags. As a result, its influence extended beyond the SLG community and entered the broader public consciousness.
The official team at Sanmou capitalized on the momentum, making this collaboration one of the most significant events of the anniversary celebration. Online, they launched a series of activities in collaboration with the Portuguese national team centered around the second-anniversary themed server.Players who participate in World Cup prediction contests and other themed server events can win Portugal national team collaboration prizes. Alliance leaders whose alliances rank in the top three for “Dominance Points” on the World Cup-themed server will receive even more luxurious rewards, such as autographed Portugal national team jerseys and Cristiano Ronaldo-branded backpacks.
Beyond the game itself, Sanmou also invited a series of guests from the world of soccer, including He Sheng (known as “Refund Brother”), renowned soccer commentators Zhan Jun, Lin Mengge, and Hanikizi, as well as former professional player Wang Chuqi.By inviting them to watch and commentate on the SLG World Cup alongside players, this lineup has further expanded the reach of the collaboration, allowing the “SLG World Cup” to truly become a topic of public discussion during the World Cup.
From an operational perspective, this is a rather ingenious collaboration. There’s a clear logic behind it: there’s already a significant overlap between soccer fans and players of the “Three Kingdoms” SLG game—both user bases are predominantly male, emphasize team spirit and a sense of honor, and share a strong sense of national pride. Additionally, both the SLG genre and competitive soccer require a high degree of strategic thinking.As soon as news of this collaboration broke, *Three Kingdoms Strategy* players collectively chanted, “Captain Ronaldo, lead us to victory one more time,” sending their most sincere wishes to veteran star Cristiano Ronaldo as he vies for the World Cup trophy.
Such a high degree of overlap naturally provides a solid foundation for the event’s rapid spread. Through the “Double Delight” partnership established between Sanmou and the Portuguese national team, domestic players have developed a stronger sense of involvement in the World Cup.At the same time, whether through China’s ancient game of Cuju, cultural and creative products brimming with “mystical Eastern power,” or the profound Three Kingdoms culture behind Sanmou, this exchange showcased the cultural strength of Chinese gaming to the world.
More importantly, it sends a strong message to players: the Sanmou team always takes the needs and sentiments of the player community seriously and is willing to allocate official resources to make more exciting collaborations possible.When news of the collaboration broke, many players’ immediate reaction was that it was “prestigious” and a sign that “the developers really care about their fans.” The Sanmou franchise itself can also leverage such cross-industry collaborations to expand its influence into broader circles. Through this joint effort between players and the developers, the long-standing trust between both sides has been further strengthened.According to information disclosed by Sanmou, the entire World Cup campaign will run throughout the duration of the tournament, meaning we can look forward to more surprises and promotional events in the future.
When it comes to anniversary celebration rewards, Sanmou is also going all out to “pamper its fans”—just today (June 13, the day of the release), Sanmou gave away a free 20-draw anniversary celebration card pack; by participating in the anniversary celebration events, players can earn rewards equivalent to 28 draws;By participating in the World Cup prediction event during the anniversary celebration, players have the chance to earn up to 111 draws as a reward. Combined with the new player benefits, new lords are guaranteed to receive a total of 173 draws.
Creating this win-win situation for all parties is not difficult; the key lies in whether the project team has the willingness and ability to truly drive it forward. Sanmou currently has a user base of over 15 million, and even through simple interactions and discussions among players, a wealth of opportunities for breaking into new circles can naturally emerge.Through online and offline channels—such as nationwide player feedback sessions—Sanmou has consistently listened to, documented, and responded to player feedback year after year. Only in this way can the company continue to deliver product updates that players can truly feel and that make a significant impact on the industry.
Establishing a sound feedback mechanism, consistently listening to the community, and paying attention to players’ thoughts and actual needs is not limited to the SLG genre. For products across all categories, the operational approach that Sanmou has demonstrated in the past is worth emulating and should become a fundamental part of long-term operations.
03
Setting a New Long-Term Benchmark for SLG Games
Bilibili’s Q1 financial report for this year noted that “*Three Kingdoms: Strategize for Supremacy* has delivered outstanding performance compared to the same period last year and is transitioning into a stable and mature lifecycle”—a statement that clearly indicates that, two years after its launch, the game’s performance continues to improve year over year.
This track record of strong performance from the outset—with sustained growth over the long term—is exactly what the SLG market, currently facing the challenge of maintaining long-term appeal, desperately needs to see. It also encourages Bilibili to explore further in the SLG sector,for example, in addition to *Three Strategies*, *Romance of the Three Kingdoms: The Way of the King*, published by Bilibili and licensed from Koei Tecmo’s Mo IP, is set to begin its second closed beta on July 9. Targeting a differentiated user base of “slightly older, quality-conscious” players, it will form a dual-star product matrix for Bilibili in the SLG sector.
Today, Sanmou’s “fan-centric” approach has once again become a trending topic, pointing to a path whose potential has yet to be fully explored—by continuing to prioritize players and be driven by users, there is still great potential for the long-term operation of SLG games.
This was, in fact, the underlying logic behind Sanmou’s rise to the top tier of the SLG genre back then—they tapped into the widespread sentiments of SLG players at the time, such as their frustration with similar games that required excessive grinding and microtransactions, as well as their anticipation for innovative gameplay.Over the following two years of operation, Sanmou continued to meet players’ expectations, generously distributing free orange-tier generals, collaboration skins, and other rewards at key milestones;They listened to player feedback and fine-tuned the game’s content. For example, after launching the anniversary scenario on the preview server, Sanmou continuously monitored the test results and promptly made balance adjustments to gameplay elements such as ship components and faction battle tactics.
To this day, many project teams remain “overly sensitive” to discussions and criticism from the player community. But the fact is, players’ expectations for good games know no bounds.
These expectations serve as naturally formed guides—much like a compass for a giant ship at sea or the North Star for a traveler in the desert—pointing the way forward before the game begins. The second anniversary celebration of “Three Strategies” is undoubtedly the best example of this.
原创文章，作者：gallonwang，禁止转载：https://youxichaguan.com/en/archives/200326
