The costume-making mobile game "Miracle Warmth" issued by Tencent's exclusive agent was officially released on May 20. As a representative work of the highly popular women's dress-up mobile game, the addition of "Miracle Warmth" means that Tencent has begun to take shape in creating a perfect ecological chain for mobile game IP. From the high-profile announcement at the beginning of the year to sign 11 Japanese manga IP of Shueisha, to the recent announcement of the exclusive agent Shanda strong IP masterpiece "Blood Legend Mobile Game Edition", until the beautiful public beta of the female mobile game "Miracle Warm". In fact, tencent games in 2015 and even the next few years in the mobile game side of the strategic deployment is not difficult to guess. Mature third-party games with high visibility have begun to become the fragrant food in the eyes of penguins, so how is Tencent ready to take the road to the future? Let's start with the important action of Tencent's unique "Miracle Warmth".
Although it is a niche women's dress-up mobile game, "Warm And Warm Around the World" has quite dazzling results. Focusing on the female game experience, using the dream wardrobe as a game idea to resonate with female players, this is the most important reason why Warm warm wins the pursuit. After the warm and warm became popular, the new generation of products that focused on miracles and dreams, and transformed the game attributes from a single machine to the network, "Miracle Warm", has attracted much attention since the news came out. In the end, Tencent announced the exclusive agent "Miracle Warmth", and the game will also be fully released through Popular Platforms such as Tencent's boutique game platforms (Hand Q, WeChat) and App Treasure. How did Tencent, which has always only represented first-line masterpieces, shift its attention to this female-oriented game?
Layout of the women's game market Tencent creates the next stop to subdivide the blue ocean
Layout of the women's game market, we have to say that this is one of the important measures for Tencent to create the next segment of the blue ocean. All along, Tencent has had its own unique insights and execution for the strategic layout of mobile games. Using fine products to layout categories, rather than blindly expanding the number of products, this is the mobile strategy "subdivision of products" that Tencent adheres to. From "Assault on the Whole People", which continues to rank in the top three best-seller lists, to the current women's dress-up game "Miracle Warm", from the mobile FPS market to the current women's market, everything Tencent has done is to find new user increments for the entire mobile game market. No one can predict where the next mobile game blue ocean will be? But through a reasonable layout and forward-looking vision, Tencent seems to be able to seize the opportunity every time. With the official public beta of "Miracle Warm", it is believed that with the reach of hundreds of millions of users on the Tencent platform, the women's game market may usher in a spurt of development, and the emergence of this new market segment will benefit from the miracle jointly created by Tencent and "Miracle Warm".
At the GMGC (Global Mobile Game Alliance Conference) held in April, Lu Peng, vice president of Tencent Games, said that in Tencent's product layout in 2015, the only criterion for any product, whether it is a self-developed or a third-party mobile game, is whether it is fun and has category significance. Tencent is releasing more and more open signals for high-quality games.
In the era when channels are king, Tencent is not only a TOP-level channel, but also a large manufacturer with industry-leading advantages in operation and distribution. Through cooperation like "Miracle Warmth", Tencent can solve the dilemma of small and medium-sized teams in terms of scale and channel resources, and use Tencent's aura to provide more support and exposure to products.
Tencent Social Chain supports the new gameplay of "Miracle Warmth"
Let's go back to the Marvel Warmth game itself. Before the success of warm and warm, in fact, no one can imagine that the women's market will have such a huge space. But this success is actually difficult to replicate, and it is precisely because the warm card is accurate to the psychology of female players who love beauty and love the sun, there is a series of follow-up applause. So will Tencent's super social chain have a strong boosting significance for the love psychology of "Miracle Warmth" players? This is not a difficult question to answer. Because according to the gameplay revealed by "Miracle Warm" in the previous tests, a lot of social elements based on friendship have been added, after joining the Tencent family, "Miracle Warm" has actually won the support of Tencent's social chain.
The future potential of the women's market accelerates Tencent's layout
According to authoritative data, the proportion of female players' in-app purchases is 31% higher than that of male players, especially in love cultivation and simulated business games, the proportion of female players' in-app purchases will be higher. In addition, in terms of game time, because mobile games use fragmented time, and female players obviously have more free time such as waiting for people and resting, so their game time is also 35% more than that of male players. In addition, on the 7-day retention, there are also data that show that female players will have a 42% retention rate than male players. Sister paper plays the game, playing is love at first sight.
Tencent strives to create "Miracle Warmth", in addition to the excellent quality of the warmth itself, the layout of the female market and the fight for female players is their ultimate goal. The self-research direction based on leisure, including the follow-up Development of Japanese Comics IP and the user trend after the launch, etc., all need to master the core female player strength. Perhaps the huge female players behind Miracle Warm can be used as a touchstone.
After 13 and 14 years of explosive growth, the domestic mobile game market will enter the brutal liquidation stage of big fish eating small fish. In addition to the big works, the small and medium-sized CPs fight the game itself. Without the core game concept, unique gameplay, and appeals that touch the player's heart, it is actually difficult to get a piece of the market. Tencent started with niche games, just to deepen that field. Because for the current mobile game giants, who occupies a piece of land in advance and recovers the villagers, it is possible to build a skyscraper in the future.
The layout of the women's game market and the creation of the next blue ocean in the mobile game industry may be the reason why Tencent and "Miracle Warm" are walking together, and it remains to be seen how much space can be tapped in the future.
Tags: Open Beta Miracle Warm Blue Ocean Women's Market ( Responsible Editor: Sun Rui )