Since the launch of "Magic Tower" on December 16, the controversy has not stopped.
On December 31, the official announcement of "Magic Tower" was that the PV "Hurray!" released during the public beta on December 16 was copied. コンセプトムービー 2"(Hurray!概念影片2)致歉。 This is the second time that The Magic Tower has made a similar announcement.
In terms of the game itself and operation, "Magic Tower" is also a frequent problem: the use of local settlement leads to the player card BUG unlimited retraction card draw, after the game maintenance leads to some players progress retracement, the guaranteed card does not come out of the SSR, the monthly card & weekly card can not receive rewards, the game compensation is only on the largest number of servers and other server players are not, Krypton gold SSR weapons weakened but not compensated, etc., even now, the overseas ID card incident is still public opinion, which can be described as the melon king of 2021.
For now, for Perfect World games, Tower of Illusions isn't perfect.
In recent months, the highest point of Perfect World's stock price has stayed on December 15, the eve of the official launch of "Magic Tower", and the stock price has begun to decline after the official public beta of "Magic Tower", which also shows the attitude of investment institutions to products to a certain extent.
Magic Tower has a lot of problems and controversies, and it may not be a perfect product for now, but it is still significant for Perfect World Games, because it is an important step in the transformation of this big factory.
Why Transform?
In April of this year, Perfect World Games held a brand upgrade strategy conference, launching a new LOGO and Slogan. At that time, the game value theory talked about a point of view: breaking through the positioning of traditional manufacturers, continuing to cultivate IP, and seeking success in more categories, including secondary elements.
Breaking through the positioning of traditional manufacturers, this is our most important view of the conference at that time, what is the positioning of traditional manufacturers?
If this question is a vague answer, it is dependent on one or more traditional MMORPG games and their IP manufacturers, which can actually be exemplified by many examples, the traditional end game of several giants, pull a list of their current main revenue products, at a glance.
Perfect World Games is also one of them, the main IP immortals, smiling pride, eagle heroes, the core of these products basically follow the traditional MMO gameplay.
However, in today's environment, in fact, the life of traditional manufacturers is not too good, because their IP can radiate the user base is getting narrower and narrower, and due to the continuous squeezing of the IP value of the entire industry this year, the launch of one product after another, the market size is continuing to narrow.
More importantly, the traditional MMORPG mobile game was extremely dependent on the buying volume model, and now the cost of buying volume is continuing to go, and due to the addition of SLG, a more terrifying category of realization, MMORPG has no advantage in the buying market.
Look at two pieces of data:
Some time ago, Gamma came out with a data, estimating that the sales cost of the game industry this year will reach 98 billion, exceeding the growth of the industry scale.
Perfect World's 2020 H1 financial report, revenue of 4.207 billion yuan, down 18.22% year-on-year, sales expenses of 903 million yuan, an increase of 20.77% year-on-year.
Among them, the most typical is the legendary IP, we have reported on the layoffs that greedy games started last year, which is actually the best example in essence.
Accidents are foreseeable but will the story begin?
In such a context, many traditional manufacturers are still clinging to the previous gameplay, but Perfect World Games realized that this is a chronic poison, so it began to transform.
At that conference, Perfect announced nearly 30 product reserves, of which a considerable number were secondary products.
"Magic Tower" can be said to be a major step in the transformation of Perfect World Games, of course, it may not be a big success at present, just half a month, it has been ranked 63rd in the free list and 13th on the best-seller list, which can be said to have taken a straight line.
But we must note that in a sense, although Perfect World Games has also released two-dimensional games before, "Magic Tower" is the first time to focus on this category.
Therefore, whether it is bugs or operational accidents, it is not surprising that these problems appear, because Perfect World Games is facing a group of players who are completely different from before, and the pace of game distribution and operation is also completely different.
Even, in a sense, we think that Perfect World Games' involvement in this track can not be said to start from 0, but from -100, because he must be doing this product with his usual MMORPG thinking.
Therefore, we believe that although "Magic Tower" is not perfect from the perspective of product, achievement, etc., if you add a definite sentence before, Perfect World Game, then the game value theory believes that "Magic Tower" is still successful.
This product helped Perfect World Games to conduct a full-scale practical exercise in the emerging track of the second dimension, compared with the results, the operation and maintenance experience brought by the product, the understanding of the player portrait, etc., in fact, is extremely important for the next development of Perfect World Games in the emerging track.
This is the beginning of Perfect World Games jumping out of the traditional MMORPG, and over the years, there are not many manufacturers who have the courage to jump out of this comfort zone.
Of course, there is no mistake not to jump out of the comfort zone, but only by jumping out of the comfort zone can we see a better future, "Magic Tower" has many mistakes, whether it is the product itself or the operation, there are many problems, but this is inevitable, this is the transformation pain that must be experienced.
The transformation of large companies can not be every fantasy like NetEase betting on "Yin and Yang Division" to open the transformation road, more transformation should be accompanied by accidents of one kind or another, only by overcoming these accidents, the new story of Perfect World Games will begin.
We looked up an interesting comparison of the data:
According to DataEye-ADX, Perfect World Games launched in June this year, "Fantasy New Immortals" averaged 200-300 sets of materials per day from ten days before its launch, until June 24, when it reached a recent peak of 6304 groups, and almost maintained a large-scale release of more than 5,000 sets of materials per day in the first three days of launch. In the following two months, the average daily delivery of materials was about 1900 groups.
And "Magic Tower", which is also the data of DataEye-ADX, before the launch of December 15, a single day of material groups up to more than 3400 groups, only this day, the rest of the time, whether before the launch, or after the launch, the daily average of less than 300 groups.
Two products belonging to the same company, a very intuitive data comparison, which once again answers why Perfect World Games needs to be transformed.