Did *Lamenting Geese: A Ten-Day Journal After the Fall of the City* make Bilibili PS copywriting go viral?

Compared with many official accounts that only lay out trailers, release dates, and discount information in a straightforward way, what really made Bilibili’s official PS account break out this time wasn’t that it had more information, but that its presentation felt more like someone who has been deeply immersed in the player community for a long time. Recently, it has repeatedly used current hot topics, homophonic puns, and internet slang in its promo copy. Expressions like “鼠鼠我啊,” “老资历,” “已黑化,” and “太想进步了” were quickly picked up on by players. Compared with the standardized announcements typical of traditional publisher accounts, this style spreads more efficiently; and compared with some brand accounts that awkwardly force memes into their posts, the advantage of Bilibili’s official PS account is that, at the very least, it still stays within the player community’s language and context.

If you compare official account operations across different platforms, PC communities put more emphasis on patches, frame rates, and hardware requirements; console-side accounts tend to care more about atmosphere and content tone; and a video community like Bilibili is naturally well suited to combining copywriting into a “clickbait headline + meme image” style. What drew the most discussion this time was its teasing around content related to The Sorrow of Hong: Journal of the Fall of the City for Ten Days, especially its half-complaining, half-loaded way of talking about the “courtesan girl’s absurdly over-the-top plot,” which clearly struck an emotional chord with onlooking players. From another angle, this wasn’t simply promoting the game, but creating an entry point in the comments section that made it easy for people to jump in with memes and follow-up jokes.

Even more interestingly, this incident even managed to draw out the producer of The Sorrow of Hong: Journal of the Fall of the City for Ten Days himself, who directly joined the comments to respond. For an official account, that kind of effect is worth more than tens of thousands of extra views on a single video, because it shows the copy has shifted from “notifying players” to “participating in the conversation.” The original text also mentioned a line, “Next time we’ll only raffle off an NS,” and this kind of light self-deprecating humor built around platform memes also fits very well with how multi-platform players read content today. After all, many people now switch back and forth between PC, PS, and NS anyway, so when they see this kind of line, their first reaction usually isn’t to take sides, but to smile knowingly.

However, looking at it horizontally, once official accounts of this type start using memes frequently, the risks are also very clear. If the meme lands well, players feel, as they did this time, that “you get me”; but if the timing is even slightly off, or if they mishandle a controversial topic, it can easily go from interesting to greasy. By comparison, Bilibili’s official PS account still seems to have a decent sense of restraint right now, because at the moment it feels more like it is gently nudging along with community momentum, rather than forcefully stuffing every post into a template of trending internet buzzwords.

From a player’s perspective, I’m generally positive about this style. The reason is simple: if official content can make people remember even one meme-worthy line, that’s better than something they just swipe past as soon as they finish reading; and compared with those accounts that are nothing but formulaic posters and whose comment sections feel like auto-replies, this kind of more human-feeling operation really is better at building stickiness. Of course, the premise is still that the copywriting shouldn’t overshadow the main subject—the game itself and the content that ought to be discussed can’t be completely buried. The original text ended by throwing out a direct question: “Do you like this kind of copywriting style from the official PS account?” If you only look at the level of discussion around The Sorrow of Hong: Journal of the Fall of the City for Ten Days this time, then at least most players have already given their answer through reposts and meme-making.