Hello！ Hello guys who like the game of "Yin and Yang Division", here is your old friend Ah Cheng, welcome to this issue of the article.
Looking back at the development history of domestic mobile games, there will always be a few games that cannot be avoided, such as Tencent's glory of the king and NetEase's yin and yang division.
And it is very strange that NetEase can make "Decisive Battle of Ping An Kyo" to benchmark "Glory of the King". However, Tencent tried to fight against "Yin and Yang Division" by representing "Cloud Dream Four Hours Song", but it ended in failure.
Objectively speaking, Yin and Yang Division is definitely a pivotal name in the two-dimensional mobile game market.
Moreover, for the entire two-dimensional mobile game market, the Yin-Yang Division has never been as simple as "a game".
The yin-yang division's way out of the game
On June 1, 2016, yin and yang division first tested on Android, and on September 9 of the same year, the public beta was opened on the whole platform.
Before the release, NetEase's internal rating of Yin yang division was B-grade, believing that this game would not be a big fire.
But in fact, after the Yin and Yang Division was launched, it instantly ignited the two-dimensional mobile game market and became a phenomenon-level mobile game of the year.
Even, in the case of only one month on the line, the Yin-Yang Division directly topped the IOS global revenue ranking, shocking the entire two-dimensional mobile game circle.
You know, before the Yin-Yang Division "broke the game", the domestic two-dimensional mobile game market was simply a pool of stagnant water.
Around 2013, there were almost no two-dimensional mobile games in China, and the player base was very small.
Later, with the spread of the two-dimensional culture, some phenomenal mobile games slowly began to appear in China.
For example, "Crash Academy 2", which was launched in 2014, is a typical representative.
However, even if there is "Crash Academy 2" in front of the "charge", the domestic two-dimensional mobile game still has not been able to develop.
During that time, domestic two-dimensional mobile games were basically divided into two kinds - games developed with existing IP, and original two-dimensional mobile games.
Although "Crash Academy 2" is an original domestic two-dimensional mobile game, games from other manufacturers almost all tend to import foreign cultural IP.
For example, mobile games such as "Sailing King" and "Slam Dunk Master" are all games developed after the introduction of Japanese anime copyright.
However, during the period of 2014-2016, the introduction cost of Japanese anime IP was very high, and the procedures for signing the contract were cumbersome.
As a result, many domestic game manufacturers have chosen to produce "pirated" two-dimensional games.
During the period of 2014-2016, it was the "barbaric growth period" of domestic two-dimensional mobile games - not only pirated mobile games were rampant, but the player's sense of game experience was also very poor, which seriously disrupted the market order of domestic two-dimensional mobile games.
In 2015 alone, SCLA (Japan's agency company in China) launched an Internet piracy cleanup of 69 of its works, 90% of which are for pirated mobile games in China.
It can only be said that during that period, not only domestic players became more and more disappointed in domestic two-dimensional games, but China's two-dimensional mobile games have also become "a joke" in Japan, South Korea and other places.
In this way, when the two-dimensional culture swept the world, the domestic two-dimensional mobile game was very "crotch-pulling".
Taking the data of 2015 as an example, the ranking of domestic two-dimensional mobile games in the APPstore best-seller list has been hovering around 60.
Before the emergence of the Yin-Yang Division in 2016, domestic two-dimensional mobile games did not have a real sense of "blockbusters", nor did any game call the industry benchmark.
However, the emergence of the Yin and Yang Division has changed the pattern of the domestic two-dimensional mobile game market.
In the case that the original two-dimensional mobile game is not optimistic, the Yin-Yang Division is based on Japanese ghost legends and creates a world of Heian Kyo that is loved by players.
Moreover, the Yin-Yang Division also "gave a sharp breath" for the domestic two-dimensional mobile game.
The previous domestic two-dimensional mobile games have always been "suppressed" by Japanese two-dimensional games.
However, the Yin-Yang Division has achieved cultural reverse output, and has long been sitting on the first best-seller list of the Japanese APPstore, so that everyone can see our creativity.
That is, after the emergence of the Yin-Yang Division, domestic game manufacturers began to realize that shoddy two-dimensional mobile games were destined to be "dead", and if they wanted to survive for a long time - the quality of the game must be on par with the Yin-Yang Division.
Therefore, Yin and Yang Division is not only a game, but also a game breaker of domestic two-dimensional mobile games.
It is after the Yin and Yang Division that the hope of domestic two-dimensional mobile games has been ignited.
The enlightenment brought by the Yin-Yang Master
Since the Yin-Yang Master created the miracle of the domestic two-dimensional mobile game, being copied has become the norm.
But everyone will find that the Yin-Yang Division, as a popular two-dimensional mobile game, has been copied but has never been surpassed, why?
In fact, to answer this question, it is necessary to start from the user group of the two-dimensional mobile game.
Among all the game user groups, the user base of two-dimensional games is the best quality.
First of all, 90% of the players in the two-dimensional game are post-90s, with a huge number and the strongest spending power.
According to incomplete statistics, the average game of such players often reaches 1.7 hours on weekdays, and the vast majority of people (75%) have paid for the game.
Therefore, the users of two-dimensional games are almost the consumers that all game manufacturers dream of.
However, this kind of user group is very tricky, and it is very difficult to get their approval
First of all, the player of the two-dimensional game is a person who loves the two-dimensional, so the exquisite degree and visual experience of the game are very demanding. Only by truly understanding the two-dimensional element of their needs can we capture their hearts.
Therefore, if you want to operate a two-dimensional mobile game, planning, research and development and art must also have a deep understanding of the two-dimensional world under the premise of understanding the game. Because only a game that is really made with heart can impress this tricky and rich consumer group.
Moreover, this group is very sensitive to copyright because it is in the second dimension and has long been in contact with comics and artists.
Therefore, those mobile games on the market that borrow from yin and yang masters are often very strongly resisted.
The Yin and Yang Division has also brought enlightenment to the domestic two-dimensional mobile game market: the real game needs a soul to attract the right players - otherwise you don't even have the opportunity to circle money.
Future operational trends of the Yin-Yang Division
However, although the Yin-Yang Division has created a miracle, it has now been operating for nearly 6 years and its life cycle has entered the second half.
Taking the game flow as an example, the turnover of the Yin-Yang Division in the first half of 2020 was only 2.3 billion yuan, which was 400 million lower than that in 2019.
So, is the Yin-Yang Master really gradually going downhill?
In fact, from the perspective of NetEase's current attitude towards yin and yang divisions - this game may be going downhill, but it will definitely not be cold.
You will find that there are many players of the Yin and Yang Division who are complaining, saying that since the launch of "Shendu Night Travel", "Decisive Battle of Heian Kyo" and "Baiwen Card", NetEase has tilted the resources to the new game, completely ignoring the Yin and Yang Division.
But in fact, if the player really understands the development prospects of the two-dimensional mobile game, they will understand that the development of a new game set in the Heian Kyo world is actually "saving" the Yin and Yang Division.
In recent years, there have been many excellent two-dimensional mobile games in China, and Yin yang division has been facing the double threat of game life cycle and competitors.
And to put it bluntly, the yin and yang division's gameplay has been fixed, and it is impossible to carry out rebirth-style innovation. If you want to maintain the popularity of the game, you can only use the "superposition effect".
So, what is the superposition effect?
First of all, the two-dimensional mobile game has a significant advantage: the cooperation with literature, animation, music and other industries is very close, almost in the upstream and downstream of the same industry.
Therefore, NetEase's strategy of "libao" yin and yang division is to continuously expand the fan base through pan-entertainment IP and form a superposition effect.
Whether it is a novice mobile game, anime or song with the Yin and Yang Division as the IP, it is actually to expand the influence of the Yin and Yang Division and let everyone know that "Yin and Yang Division" has always been there.
postscript:
In fact, since the game Yin and Yang Division exploded, the domestic two-dimensional mobile game market is also facing a dilemma - almost all newly launched two-dimensional mobile games cannot get rid of the influence of Yin-Yang Division.
Even, all the two-dimensional mobile games that want to surpass the Yin and Yang Division have finally become the shadow of the Yin and Yang Division.
In this way, the domestic two-dimensional mobile game will only "flourish", and it will not see the excitement of a hundred flowers blooming at all.
Finally, I only hope that those excellent game industry practitioners can jump out of the "confinement" of the yin and yang division and develop better and more innovative games.
After all, for the domestic two-dimensional mobile game market - development is a major trend, the future can be expected!
(Remarks: Some of the data in this article is quoted from the iResearch Public Report)
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