The author | Snow Night Maple Scales
The heat of the game market in October seamlessly followed September, and there was also a phenomenon game "League of Legends Mobile Game" parachuted in. Game buying continued to rise slightly on the market, with a month-on-month increase of around 3%. The number of materials released in October this year increased significantly year-on-year compared with the same period last year, with an average daily release of 155,519 the number of 3.42% higher than the same period in September. The highest amount of material released in the entire market is "Good Big Sword", with a high of 159,939 sets of materials.
Prophet Travel News In October, the Star Endorsement Observation selected 3 key games, all three of which were selected for public beta or deletion test this month, and also carried out buying and delivery publicity in the time period just launched, but the final results were very different. It is worth mentioning that some games actively invite celebrity spokespersons to promote during the testing stage, which in a sense proves that star placement has picked up.
"Wulin Idle Man" is a national style swordsman card game developed by Kingsoft Shiyou and published by Chaoxi Lightyear Agent, which opened the deletion of internal tests on October 14, and the intensity of the release has continued to increase with the passage of testing. Among them, the way to directly increase the popularity of the game is to invite Zhao Wenzhuo, who has recently rebounded in popularity due to the variety show "Brother Who Cut Through Thorns". Since the game is still in the stage of internal beta, what kind of results will be expected in the future.
"In the Name of the Immortal" is also an undeleted test that opened this month, and they chose a very similar spokesperson idea. As a fairy game, "In the Name of the Immortal" invited Xie Junhao, who has appeared frequently on the big screen in recent years, to endorse him, especially his image of the sword fairy in the TV series "The Legend of the Immortal Sword", which is very suitable for the temperament of the fairy game.
"League of Legends Mobile Game" is the focus of this month's game. Although it experienced some twists and turns before going online, after the public beta began, the game still relied on the appeal of the "League of Legends" IP to successfully take over the "Harry Potter: Magical Awakening". Tencent further boosted the popularity of the game by inviting Wang Junkai as a celebrity spokesperson, filming video footage of his game and distributing red envelopes.
According to Dataeye data, October 16 was the peak of this month's delivery, with 177,014 groups of stocks, and October 13 was the trough of 138,249 sets of materials. In October, 1,458,877 new stocks were placed, with an average of 54,032 new assets per day, mainly during the 11th Golden Week.
From the perspective of the number of games, the average number of games released per day in October was about 2442, and the peak number of games released appeared on October 1, which was 2738. On October 17, the number of games released was at a low ebb, with a total of 2265 models.
In terms of game themes, modern theme games still hold the first position of the theme, and the total number of monthly games is 2048, accounting for 43.91% of the total game proportion, which has declined for two consecutive months. Legend, magic, fairy tales and three kingdoms themes accounted for 15.74%, 9.05%, 8.77% and 5.12% of the market, respectively. From the perspective of the number of materials released, legendary games occupy the first place in the total amount of investment, with a total of 79,866 groups of monthly investment materials, mainly because a number of legendary games have recently been launched, which has ignited the market.
Zhao Wenzhuo can be said to be a regular customer of game endorsements, and we can often see him in all kinds of game advertisements that mainly target middle-aged male groups. It's just that today is different from the past, after participating in "Brother Who Cuts Thorns", Zhao Wenzhuo has ushered in the second spring of his career again, and the "Wulin Idle Man" he endorsed took advantage of this momentum to rush to Weibo hot search on the day of the group night.
Throughout October, "Wulin Idle Man" released less than 400 sets of materials, which is in line with the normal intensity of the deletion of internal beta games. The main platforms for this game are Douyin, Today's Headlines, Douyin Volcano Edition and B Station. On the day of the opening of the intraday beta on October 14, "Wulin Idle Man" gradually increased the intensity of the release, which has continued to this day.
"Wulin Idle Man" is a national style sword game, cards are the main battle mode of the game, so the main user group is mainly middle-aged men, and the martial arts immortal theme fans are also the objects they strive for.
As we all know, Zhao Wenzhuo's debut is famous for kung fu films, and he has made great achievements in film and television works related to martial arts and xianxia, and has a general recognition in the minds of the audience. Recently, Zhao Wenzhuo left the audience with the impression of a middle-aged man's simplicity and stability in the "Brother Who Cut Through Thorns" program, and it is also very appropriate to endorse "Wulin Idle Man".
On the night of the formation of "Brother with Thorns and Thorns", "Wulin Idle Man" released a trailer endorsed by Zhao Wenzhuo. In the trailer, Zhao Wenzhuo restored many famous scenes that have appeared in movies, such as the confrontation between Fahai and the green snake and the white snake. With the heat of the topic of Zhao Wenzhuo's successful formation of the group, the trailer released by The Morning Lightyear successfully received 310,000 views, and the topic of #Zhao Wenzhuo's night reappearance of martial arts famous scenes was also directly on top of the Weibo hot search.
In recent years, many Internet companies have begun to transform into game development, in which success and failure coexist. Maverick Interactive Entertainment is one of the more successful cases, they only took a year to set up a 600-person game department. This month, they launched the xianxia placement mobile game "In the Name of the Immortal", and relied on the quality of the game and the way the star spokesperson played, and got a good start.
"In the Name of immortals" has a total of 2772 sets of materials this month, of which 1441 groups were released on the day of its launch on October 14, which is not insignificant compared with the same type of game. Pangolin Alliance, Douyin, Today's Headlines and Tencent Video are the main delivery platforms for this game. After the game was launched, the launch of "In the Name of the Immortal" continued to decrease, and the average daily delivery remained at about 20 groups.
Although the placement game does not have much content, it has the property of lengthening the game time and can quickly consume fragmented time, which is loved by most mobile game audiences. At the same time, "In the Name of the Immortals", as a fairy-themed game, is aimed at a user group that naturally includes fans of the immortal theme, so they invited Xie Junhao, the actor of the wine sword immortal in the classic TV series "The Legend of the Immortal Sword", to endorse it, which is the most appropriate choice.
In the material, Xie Junhao played a great monk who reminisced about his past and passed on the relevant Dao Fa to future generations. The whole propaganda film closely follows the theme of Xiu Xian, and the promotional materials also have Xie Junhao's royal sword standing, which is easy to think of the screen image of the wine sword immortal.
The promotion of these delivery materials has helped the game's performance. At the beginning of its launch, "In the Name of Immortals" landed third in the App Store free list, third in the Popular List on the Oppo App Store, and jumped to the top of the TapTap New Product List, and won the home page recommendation of Huawei Game Center. However, due to the theme and genre of the game, "In the Name of the Immortal" has obviously insufficient stamina and can only rank 356th in the best-seller list.
Carrying many expectations, the "League of Legends Mobile Game" was finally officially launched in October. In order to be more different from the PC side, Tencent has tried its best to change whether it is the game itself or the spokesperson invitation idea. In the end, League of Legends Mobile Game successfully achieved the results it should have.
In October, "League of Legends Mobile Game" released a total of 226 sets of materials, which is in line with Tencent's delivery strategy for most popular games. However, even on the day of the launch on October 8, Tencent did not buy on a large scale, which shows their confidence in the game. QQ Browser, Station B, Tencent News and Daily Express are the main platforms for League of Legends Mobile Games.
In fact, the biggest difference between the IP of "League of Legends", the terminal game and the mobile game user is the age group. Mobile game users are more young, if you want to attract the attention of young people, naturally need to cut to the current young people like the stars, Wang Junkai is obviously a good choice.
As we all know, Wang Junkai himself is a "League of Legends" gamer, so choosing such a spokesperson can avoid annoying the player.
Tencent shot three creatives for Wang Junkai. In addition to the regular promotional videos of summoners exploring the canyon and distributing red envelopes, Tencent also produced a number of dialogues between Wang Junkai and the director during filming, which eventually led to the terminology related to "League of Legends Mobile Game". The rendering of these creatives is very immersive for the average player.
This kind of label that is extremely suitable for the endorsement of everyone allows "League of Legends Mobile Game" to gain a wider player base. According to Qimai data, "League of Legends Mobile Game" can still maintain the first position in the Free List of the App Store to this day, and the best-selling list can also stay in the top five, which shows Wang Junkai's blessing effect on the game.