Shulou(Shulou.com)11/24 Report--

In the past two days, a Mini Program game called "A Sheep has lost a Sheep" suddenly went viral online and quickly reached the top of Weibo's hot search.

As the name implies, this is a game with the theme of "Sheep" to eliminate customs, which is logically similar to Xiaoxiale. Players click on the items in the game and transfer to the slot at the bottom of the game interface, where three consecutive identical items can be eliminated. if the slot is full but the items have not been cleared, customs clearance fails. With the success of customs clearance, you can enter the list of provincial or prefecture-level cities, thus contributing to the regional ranking.

According to a practitioner in the gaming industry, Mini Game is easy to catch on because of its geographical comparison, easy to use and addictive, such as "Sheep has made a Sheep" or the earlier "synthetic Big Watermelon". But precisely because of the relatively simple way to play, and easy to have newer game alternatives, these Mini Game are also easy to be forgotten by players quickly.

It is worth noting that for "the sheep is a sheep", although many players play more and more "above", but also complain that the game clearance rate is very low, "stuck in the second level." Some practitioners pointed out that behind the game company's way of making money: "every card can be adjusted at random in order to force krypton or watch advertisements."

The server crashed 3 times in 2 days and the clearance rate was low in order to earn advertising fees? Due to the sudden increase in traffic, within 2 days, the "sheep a sheep" server appeared many exceptions, resulting in players unable to log in to the game. Interestingly, after many times of repairing the server bug, "Sheep has a Sheep" posted a recruitment message, "urgent recruitment of back-end server development, recommendation and self-recommendation can be rewarded 5000 yuan."

More players pointed out that the pass rate of "A Sheep is a Sheep" is very low, and many people are stuck in the second level. "can your customs really pass?"I advise you to start a live broadcast to show me how you live," one netizen complained in the official Weibo comment on "A Sheep has a Sheep".

In the game industry, Mini Game such as Xiaoxiele and "A sheep has lost a sheep" are all called "three-elimination games". In the view of an employee of a head game company, the out-of-circle of "A Sheep is a Sheep" is affected by many factors: first, there is regional comparison, and the game attracts players to participate by stimulating the desire for regional self-protection; second, the "Sanxiao" method is easy to be addicted to, seemingly simple, but there is a lot of logic behind it; third, there are few people going through customs, which has the value of social display after customs clearance.

In addition, "Sheep A Sheep" has set up three props, which players can get by sharing, and can be revived by watching video ads. Therefore, although many players play more and more "above", but can not help but comment: "he just wants you to see the ad, you think you really want you to pass ah."

"the game itself does not make money, but advertising is a real income." Another practitioner in the game industry explained, "now the Sanxiao game has become more and more serious." the difficulty of the game can be adjusted, and now manufacturers can randomly adjust every card in every game in order to force krypton or watch advertisements. "

It is worth noting that after "A Sheep is a Sheep" became famous overnight, some netizens questioned that the game copied another game, "3tiles", "playing exactly the same way, but changing the icon." But some netizens disagreed, "similar play has long existed, and I have played many similar games in 4399 games."

It is understood that the development company behind the scenes has already had a monthly flow of over 100 million cases. "Sheep is a Sheep" was developed by Beijing Jianyou Technology Co., Ltd. (hereinafter referred to as "Jianyou Technology"). According to the Game Daily, the production cycle of "A Sheep is a Sheep" is about three months, during which many adjustments have been made.

Industrial and commercial data show that Jianyou Technology was founded in January 2021 with a registered capital of about 1.17 million yuan. It is jointly owned by Zhang Jiaxu, Xiamen Thunder Network Technology Co., Ltd. (hereinafter referred to as "Thunder Network") and Beijing Lexin Technology Co., Ltd. (hereinafter referred to as "Lexin Technology"). Among them, Thunder Network is a subsidiary of gigabit, an A-share listed game company. According to the data, Gibbit bought shares in June 2022 and holds a 10% stake in Jianyu Technology, making it the second largest shareholder.

In response to the overnight popularity of "A Sheep is a Sheep", Gibbit responded to investors that it has been concerned about the popularity of "A Sheep is a Sheep". The game is developed by a company with a stake in Gibbit, and the proportion of investment is not high. The related income will be reflected in the investment income of gigabit.

Data show that another legal shareholder of Jianyu Technology, Le Flash Technology, is a mobile marketing company. So, is it possible that there is a behind-the-scenes push in the coming out of the circle of "a sheep is a sheep"?

"the game market is the same as the film and television market, no one can predict which will suddenly become popular, do not rule out marketing and promotion, but the core is also the nature of the game to be playable or fun to promote." According to the employees of the head game company, the sudden popularity of Mini Game can be found everywhere. The cultivation of Wechat Mini Game, the maturity of the buying market and user recognition and sharing can usually quickly detonate a Mini Game. For example, the previously popular "synthetic watermelon".

According to the Game Daily, Jianyu Technology focuses on leisure and social racing tracks. The company has had successful Mini Game development cases before, and its "here comes Pirate" is the first Wechat Mini Game product with a monthly flow of over 100 million, with 25 million daily active users.

Intellectual property information shows that the copyright of more than 10 game softwares of Jianyou Technology has been registered and approved, including a sheep, a homeless pet home, the village of the moon, a crazy wipe, and the rescue of big watermelons.

However, the aforementioned practitioners in the gaming industry also pointed out that Mini Game is easy to explode because of its fragmented time and strong addiction, but it is also extremely easy to be forgotten because the method of play is relatively simple. And it is easy to have newer game substitutes. "nowadays few people play synthetic 'Big Watermelon', and 'Sheep has a Sheep' may be a similar fate."

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