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

The plan for the year lies in the spring. I wish you all the best to start work.

This year's Spring Festival finally has a flavor of the New year.

Offline cinema reopens, which has a good reputation and which has a high box office, which has become a hot topic on social media. Holiday outings are also popular again, the beautiful thin West Lake, which is laughed by netizens as Fatty West Lake because of the endless tide of tourists.

Offline entertainment re-login, consumer entertainment enthusiasm is unusually high this Spring Festival, the game industry also ushered in the showers after a long drought. Large and small manufacturers, new and old products show a posture of letting a hundred flowers blossom. Among them, Tencent products make efforts across the board, or the biggest winner of the Spring Festival. The "egg party" successfully turned into a dragon and became the new pillar of NetEase, and the fist products of other manufacturers also showed their talents. The author thinks that it is worth doing a review and stocktaking of the Spring Festival files for you.

Is it Waterloo or a big opportunity for Masters to recharge? As the highlight of Tencent Games's Q1, the Spring Festival has always been a highlight moment for its games. "Arena of Valor" and "Game for Peace" are still firmly in the top two of the best-seller list this year. Especially "Arena of Valor", three minutes after the new skin was launched on New year's Eve, the recharge system went down for a long time (more than 1 hour) due to too many visitors. This may be a sign that the Spring Festival running water of the game can bring us a big surprise.

In fact, it is not uncommon for the king's recharging system to suffer from pressure failure. Popular hero skin or over-value 6 yuan skin often occurs, but it is not common to deal with it for more than 1 hour.

Generally speaking, in the face of predictable concurrency peaks such as the Spring Festival, game operators will make preparations and plans in advance. In other words, the pressure threshold set by the manufacturer for the recharging system can be regarded as an excess expectation of the manufacturer to a certain extent. The unplanned downtime reflects that in this Spring Festival, players' enthusiasm for buying far exceeds Timi's expectations, and there is no mistake in Timi to underestimate the recharge pressure.

In terms of the number of skin on the shelf, in addition to 5 rabbit year restrictions, there are also two high-quality and high unit price legendary / collection skin, a quantity-winning 6-yuan skin, 3 types of rat year limited return, accumulative recharge available, and so on. And, these skin corresponding to Li Xin, Diao Chan, Sun WuKong, Yao, Marco Polo and other heroes, are high attendance players popular. More than a dozen popular skin goes online at the same time, which is enough to see that Tianmei is not small and vows to fight a revenue turnaround.

In addition, in the design of Spring Festival activities, in addition to the usual store discounts, the King has launched two new ways of playing lucky ranking and good luck 60 cards this year. The former gives the reward through the regional lucky value ranking, while the lucky value mainly comes from the recharge, and the lucky ranking can be regarded as the top-up ranking. The latter is a set of discount gift bags priced at 6 yuan. The more skin players buy, the more discounts they enjoy. Players are encouraged to take off their New year's skin. The two-pronged approach is intended to stimulate players to recharge a large amount of money.

Interestingly, from the ranking of skin sales in Camp Kings, we can see that the first place is not good and cheap 6 yuan skin. The year of the Rabbit, with prices ranging from 71 to 143 yuan, is at the top of the best-seller list. Combined with the outage incident, the running water situation of "Arena of Valor" in this year's Spring Festival is more likely to exceed the expectations of Tencent's internal and external markets.

League of Legends Mobile Games, which also takes skin sales as its main source of income, has designed a limited skin for the year of the Rabbit for five popular heroines from five locations, including Camille, Salafani and Catelyn. The combination of multi-location, high popularity and heroine also reflects that LOL mobile games are intended to cover as many players as possible and achieve more purchase transformation.

At the same time, the first few days of skin launch are often the peak of sales and the peak of game flow. In order to create a better login and experience environment for users, LOL mobile games will launch Spring Festival activities to January 11. Trade time for space, avoid the Spring Festival when competing products gather together, and strive for revenue space at the wrong peak. Not only LOL mobile games, many front-line manufacturers have adopted the strategy of off-peak, which is also one of the trends in this spring.

In addition to these two MOBA masterpieces, other games owned by Tencent are also blooming. Whether it is under the strong shooting category of "Game for Peace" and "Mobile Games across the Line of Fire", or "Love of Light and Night", which is biased towards female players, or IP masterpieces such as "Golden Shovel Battle" and "Naruto", they have all been promoted by flowing water during the Spring Festival.

With the joint efforts of these products, Tencent not only leads the industry in the examination and approval of the pre-festival version, but also becomes the biggest winner in the Spring Festival. Tencent Games, who got off to a good start, may usher in a strong recovery this year.

As soon as the egg flies from the sky, do you want to change the post of NetEase? Compared with Tencent, NetEase passively won the strong attention of the market and players in an unexpected way. Its dispute over the termination of the contract with Blizzard has made the resistance of domestic players to Blizzard reach its peak, and at the same time, it has gathered a wave of topic heat for Netease games, which can be described as a combination of good and misfortune.

However, the only remaining cooperative product between the two parties, Diablo: immortality, does not enjoy this dividend. The game launched a basket of Spring Festival activities, including the new game chaos Secrets, which is quite attractive in terms of content and welfare. However, there was no significant improvement in the game bestseller list, and the player community was blasted by angry players because of the blizzard incident.

In this turbulent time, NetEase game reassurance is still "Fantasy Journey to the West". It is said that the players of running water, iron-made "Fantasy Journey to the West". This game, which was once synonymous with NetEase, is now the company's ballast stone. In the face of the treachery of partners and the impact of a large number of young products on the market, the dream of continuing to stabilize at the bottom of the best-seller list during the Spring Festival has become NetEase's most stable revenue backing.

The old game that also maintains stability for NetEase is "Onmyoji". The estimated flow of the game on iOS in January this year is about 36 million yuan, which is only half of that of the same period last year and less than the 160 million of the year before last. The rapid decline of the water year after year also shows that the game has entered the second half of the life cycle.

Even so, with excellent long-term operation, every event online, "Onmyoji" can achieve short-term improvement, this Spring Festival is no exception. Although the new Shenyue Reading is not outstanding in character strength, its excellent shape still attracts many players to recharge and draw cards.

From the point of view of the rate of growth, the improvement of the "fifth personality" may be the most obvious. The game also achieved about 35 million yuan of iOS pipelining in January this year. It not only surpassed the same period of last year, but also set an one-day high in nearly a year on the day of the launch of the Spring Festival on January 12.

It is worth mentioning that, just as Pokemon players scold GF and buy new works back, although players have a lot of opinions on the linkage activities of the game, the Fifth Personality is often able to grasp the player's preferences and get good pipeline feedback in terms of the choice of linkage parties and skin design.

Looking back at NetEase's past joint activities, "Operation Wilderness" linked EVA, attacking Giants, spell return, "Fifth Personality" linked Wen Hao Dog, "Onmyoji" linked Invyasha, Ghost Blade, and so on. Among them, there are not only the current hot phenomenon of animation, but also long-lasting classic works, the age of which spans decades, covering animation lovers of all ages. It can be seen that the animation with strong two-dimensional attributes is the main direction of NetEase's game linkage.

With the full liberalization of epidemic prevention and the recovery of offline cinema, NetEase once again turned his attention to the linkage of movies and games, which is also another major phenomenon of this year's Spring Festival. After tomorrow, as a vanguard, has achieved remarkable results after announcing its cooperation with wandering Earth 2, with a significant improvement in both free and best-seller lists.

These products consolidate NetEase's lower limit in the Spring Festival, and the one responsible for hitting the upper limit is naturally the "egg party" with high hopes. The author has been in "who can challenge the Giant Game Leisure Competition the strongest field?" "in this article, a series of questions about Egg's Spring Festival performance are raised, and now it seems that they all have the answer.

About whether the "egg party" can jump the dragon door in the leisure competitive subdivision track? In the whole leisure category, leisure competition and werewolf killing type, who can set off players' enthusiasm?

Judging from the results, Egg has dominated the free list for 36 consecutive days, the search index has also reached a new high during the Spring Festival, and there are no products in the entire leisure and competitive category. In contrast, among the types of werewolves, there is no mobile game product that can run out during the Spring Festival. Before the festival, the hot "goose and duck kill" is limited to the influence of the PC end, and it has not been able to further amplify the player's voice and enthusiasm.

"Egg Party" not only successfully changed the dragon in the subdivision track, but also won the first prize in the type competition.

As for whether casual games can maintain a high DAU while catching up with medium and heavy games in the running water? "Egg Party" also handed in a good answer. The work has remained third on the best-seller list since New Year's Eve, second only to Masters and Peace. The three wars, the original god, LOL mobile games and other heavy games are firmly suppressed, becoming an example of high DAU and high running water.

The original god is keen on making festivals, how does Miha you deal with the challenge of the dark horse? In addition to the two giants of Tencent NetEase, the leading products of other manufacturers are some happy and some sad.

Space Action, launched in advance of the Spring Festival, has not become a popular style, but the running water situation should match the quality of the game. At the same time, the game also shows to a certain extent that in the absence of time for full warm-up and publicity, werewolf-like games are difficult to become popular quickly, and the volume of public opinion and the popularity of players are essential items for such games.

And the predecessor of "Space Operation", the "Ball Battle", which is also under the control of giants, performed more smoothly during the Spring Festival. The game has been in the range of [30 minutes 50] for a long time on the free list, and has risen significantly on the best-seller list, reaching the top 100. As an old game that has been online for more than 7 years, the giant's influence in the leisure category needs to be maintained without a new product.

As the leader of the gaming industry in Shanghai and the vaguely third pole of the gaming circle, Miha's products have maintained a consistent excellent performance this Spring Festival. "avalanche 3" rose significantly by virtue of the Spring Festival activities, while "original God" further improved its "festival-making" plan.

The Sea Lantern Festival launched by the original God in the game obviously corresponds to the real Spring Festival in terms of time and meaning. This virtual festival, which made its debut during the Spring Festival last year, has become what the original god players call a "local festival" with the excellent world construction of the game. It has also become a powerful carrier for the export of traditional culture in overseas editions. The author believes that the "festival-making" strategy similar to the Sea Lantern Festival may become more world-view games and a must for players to create a sense of reality in the future.

Paper folding and Eagle Horn, both of the four little dragons in Shanghai, choose the "off-peak strategy" mentioned above. Its "Shining warm", "Love and producer" and "tomorrow's Ark" will advance the main nodes of the Spring Festival activities to January 17 in front of New Year's Eve. Coincidentally, the activity node of the Strategic Edition of the Chronicles of the three Kingdoms, which is owned by Ling Rhino, has also been fully advanced one week to January 15. As a result, these products have won a place in the competition, and the best-selling list has also advanced by leaps and bounds.

Different from the more enthusiastic community atmosphere, the more perfect secondary manufacturers in IP world, covering the well-known "Sea King: hot Blood Route" with traffic, choose to join the strong dialogue of the Spring Festival. Although relying on the exposure of Douyin to achieve a rise in the best-seller list in a short period of time, the popularity in the next few days declined rapidly, the ranking also declined rapidly, and the stamina was slightly insufficient.

On the other hand, "Magic Baby: traveler" and "Super Manufacturing Factory", which were only launched by Kuaishou last year, were lukewarm and boosted by running water during the Spring Festival, but they are still not in the top 100 of the best-seller list. It seems that there is something wrong with these two games to win their own territory in the industry.

In addition to these familiar head products, this Spring Festival unexpected dark horse products, is the Shiyue network under the "Changan Fantasy". The new tour, which was launched in December of the year, continues its strong performance after its launch, and remains in the middle of the best-seller list with large-scale advertising and celebrity endorsements.

The paid list Dark Horse product is an independent game called pick Love, which is released by Aurora Project. As of January 28, this small AVG game topped the paid list for 10 days in a row. Beat last year's popular "Survival Geometry: tomorrow Store" and "warm Snow" mobile games, as well as a number of quality buyout games with good reputation, such as "Thalaria" and "reborn cells". Nuclear competition will also continue to pay attention to it in the follow-up, and bring more stories behind it.

Looking back at this point, the author's biggest feeling is vitality. Under the environment of economic recovery and policy improvement, the whole industry is full of vigor and vitality, and the major manufacturers have basically made gains during the Spring Festival. The booming start of 2023 seems to bring a new look to practitioners and players.

This article comes from the official account of Wechat: ID:Coreesports, author: Wu Di

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