Editor 丨 春辞 Typesetting 丨 Arc Wing Executive
The topic to be talked about today has been talked about many times by many people, but this topic is still happening continuously, just in the circle of two-dimensional mobile games.
As the title says, the two-dimensional mobile games of domestic manufacturers always seem to be overturning.
As an old hamster, an old player of two-dimensional mobile games, and a pragmatic and innovative editor with a lot of postures and angles to lick his wife, I think this topic is still worth talking about in detail.
The reason is none other than him.
Even in 2021, when the two-dimensional mobile game market is further expanded, we can still see the magic treasure that breaks the sky like a meteor, see netease's "Under the Black Tide" and "The Book of Illusions" announce such things as suspension, and finally, before the suspension, its planning team said its wish through the mouth of NPCs at the event, which was a breaking defense.
And these two-dimensional mobile games produced by large factories, in addition to the "Yin and Yang Division" of that year, it seems that most of them began to be produced after the two-dimensional investment boom, but the circle of two-dimensional mobile games was led step by step by the teams that were still small factories.
Everyone is familiar with Miha Tour, Eagle Horn, Fold paper...
In the comparison and discussion of these manufacturers and large manufacturers on the Internet, you can often hear a variety of remarks, such as operation planning and not being human, such as playing is not fun at all, and engaging in various krypton sales values, such as false publicity and so on.
On top of this comment, which is specific to a certain link, there is also a voice: "His two-dimensional game is not two-dimensional at all." ”
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Carefully investigate the two-dimensional mobile games of "Crash 3rd", "Original God" and "Ark of Tomorrow", have they not had a specific link problem? Obviously, there are, but why are they able to operate across these issues?
Not only that, the circle of two-dimensional mobile games seems to be the place where players have the strictest requirements for the origin and pedigree of the game.
So, are the bloodline requirements of the two-dimensional mobile game really so strict?
Art, plot and gameplay, where did the second tour of the big factory pull the crotch?
"Diffuse Million King Arthur" before and after various operational accidents broke itself, "Yin and Yang Division" was born, and for a long time it occupied the identity of a two-dimensional mobile game super head game.
That period of time can be said to be the time to shape the skeleton of the domestic two-dimensional game, and the player pays for the X strength value of the card surface art until now, which is the most basic principle followed by various two-dimensional mobile game manufacturers.
But in recent years, the art market has been excavated to the ceiling, and even caused the Shanghai game talent market to discuss salary increase competition, as well as Tencent's "White Night Aurora" tens of millions of years salary of the main beauty of this news, in the case of many similar games to choose from, players found that art is not the only content that determines whether the game is good or not.
Take the "White Night Aurora" with an annual salary of 10 million yuan, he has no national service, and the income of international services is often around 50 in the marketing list, which is obviously not proportional to the expected benefits estimated by Tencent's publicity and development costs.
He also has a matching animation PV, and invited professional singers to sing
Although NetEase Tencent's two two-dimensional subsidiaries have "Yin Yang Division" and "Naruto" such a good performance of the two-dimensional mobile game works, but the operation is operation, investment in research and development is to invest in research and development, are to do explosive models, the major manufacturers in the past two years of the second tour of the report card may not be ideal.
At the moment when the art is rolled to the ceiling, the numerical problem is seriously exposed, the numerical design of the big factory has always been bound to the data and revenue, and many of the end game era have still retained the habit of betting on the value with random probability, and have been scattered everywhere in the game.
See what I mean?
Although the two-dimensional mobile games of these big factories are not as mad as the end game gamblers in the past, using strength to determine the class of players, or to take the random probability in their own hands, differentiating the experience of paying players and non-paying players, is something engraved into the DNA of the big manufacturer game.
Speaking of which, you may think that I am stealing the concept, because in games like Crash 3rd and Original God, the game experience of heavy krypton players is better than that of low krypton players. So the question is, in the second tour of the big factory, do low Krypton zero krypton players really have human rights?
Even if this human rights issue is not discussed, the return to the player's game experience itself, in order to let the player gamble to pay for the value, another problem in the bones of the big factory game immediately arises - these games in order to consider each possible paying group, the early plot and gameplay, almost nothing.
And this lack of plot, to give a few examples to understand.
For example, Tencent's Naruto Mobile Game.
"Naruto Mobile Game" is a good example, this game is still relatively benevolent in terms of kryptonite, but whether it is pve or pvp is still an ancient end game in essence, although the card extraction is added, but the energy of the early players is almost all focused on the A/S level ninja, and the plot itself is basically the original plot, originally this game is an IP to the fans, resulting in the early stage is basically repetitive labor.
"Zero Realms" is that bad example, its original plot is inexplicable, the gameplay is not related to the plot, fans do not like it, and passers-by are inexplicable.
The poor early experience, the gameplay without any highlights in the middle and late stages directly made the game light-speed cool, and only five months after the game was released, the two-dimensional mobile game "Ark of Tomorrow" that people had high hopes for at that time turned out.
And what is the plot of this "two-dimensional mobile game" doing?
The prologue kills teammates, the first chapter makes a bitter and vengeful worldview, the second chapter goes deeper, and the third chapter allows our players to attack a little girl with a mask and becomes an enemy.
Tower defense this game compared to other ways of playing, there is no difference between the high and low of the play, only the difference between the audience of this game, but "Ark of Tomorrow" through the plot of the gameplay in the player's mind to increase the weight, and some of the big manufacturers of the two-dimensional games (not referring to all) does not seem to want to do the game at all, just want to quickly enter the card face X value of the money transaction.
This way of making games is too commercial-oriented, and at the moment when players are pursuing more and more diversification, it will undoubtedly be labeled as "rotten" and "arrogant", and will be quickly isolated, no matter what, the game must be fun before talking about the next step, and the two-dimensional mobile game player is a player group that pays special attention to spiritual experience.
Want to make a blockbuster game?
Making a game where people can only write down how much krypton they have krypton is obviously not OK.
What does the two-dimensional mobile game group look like?
The business model is to do games, pay attention to accurate positioning, good steel is used on good blades, and the resources invested are spent where they should be spent. For the positioning of two-dimensional players, a few years ago, there was a word in the animation circle called "charming house", which is also quite suitable in a sense.
But the problem of big factory games is often that under the premise that the game mode is not friendly, "charming" is not allowed to "home".
"Charming House"
Some manufacturers have concluded that the beautiful house may be soft pornography, resulting in some parts of the game overemphasizing soft pornography, but attracting the disgust of players, and more manufacturers believe that the beautiful house is a beautiful japanese painting style, and then because the player can choose too much content, its other qualities are not too hard, and finally tragically die in the vortex of the inner volume of the art.
The actual situation is that the players in the circle of two-dimensional mobile games have extremely complex components.
They often play many different games at the same time, such as other second-game games, stand-alone games and online games; and they have many hobbies in the two-dimensional circle, animation, light novels, virtual idols and comics. Many of them also have hobbies in the non-quadratic circle layer, and many quadratic mobile games themselves are also based on non-quadratic content.
For example, "Horse Racing Lady" has made many people who do not pay attention to horse racing begin to understand horse racing culture
To find a basic logic that unites all of them in an extremely complex circle layer is quite difficult for the mainstream manufacturers who are not immersed in the quadratic circle layer.
Perhaps in the eyes of large manufacturers, good two-dimensional games have their own successful reasons, which is not without manufacturers to try to integrate these contents, but after trying to integrate these excellent "content", the manufacturer found that the two-dimensional mobile game users do not buy it, and even will be criticized as a "stitching monster".
What's the problem? In the end, it is still out of cognition, out of user positioning.
Looking at the development of the two-dimensional circle layer, ACGN four words, animation and comics such as painting and visual art forms are at the forefront, animation itself is also a two-dimensional mobile game is several times older, but also many two-dimensional mobile game users must have been exposed to the art form.
God of the year
Games, still available data, commercial, logical way to build, animation?
Logic, data, and business can dissect the creative context of animation, but they cannot dissect the meaning of an animation for each person, for them, and the same is true for games.
This is the problem, because when using logic to analyze the two-dimensional culture, it will be found that this culture is very empty, there is almost no historical basis, unlike the RAP culture originated in the black community, the theme of culture is "resistance", and the second dimension, or specific to a certain two-dimensional work of the ACGN, has practical significance for a certain person.
These users, and works have feelings.
The sword "Legend" adapted by the big factory is cloaked in the skin of the second dimension
If you ask a fan of a two-dimensional work what his favorite work brings to him, everyone will have a different answer, and when the big factory wants to use the method of "commercial positioning" to unify these unique individuals in the two-dimensional mobile game, trying to make a game that "makes everyone possible to pay", the conflict is doomed.
Really must be in the two-dimensional circle layer audience, the two-dimensional mobile game users of this group, to find a common underlying logic that integrates all people, then this logic must be based on abstract emotions, based on the common desire of these users.
A desire to explore and create, to seek common ground while reserving differences with the established rules of the real world, and to create a whole new world.
It is this desire that has shaped a cultural world that is extremely inclusive and can accommodate many people with completely different personalities, knowledge and values, and it is to have a group and then a culture, rather than to dissect the surface of culture and thus locate the group.
The order was reversed from the start.
Written at the end, the personality battle between people and data
Today's big manufacturers make games, and they always have a feeling of the results derived after big data calculations.
But in fact, looking back at the two-dimensional mobile game works that have become phenomenal products in a certain year has a characteristic, that is, it has a strong personal or company cultural imprint, but still has the feeling of the desire to explore and create a new world.
"Yin and Yang Division", a large factory work from NetEase, also satisfies people's desire to explore the world of Japanese monster culture
The same is a professional game creator, the same professional game creation environment, why is it easy to be widely recognized by the manufacturers with the "two-dimensional" pedigree in the end?
Because one party is using data, as much as possible to make everyone pay for it, and the other party is emphasizing that in a game, bet on all the things they are good at.
Because their diners are a group of young people who like to eat innovative dishes, they like to glimpse the enthusiasm and understanding of the chef in a dish, even if they serve more high-end ingredients, for them, it is just a pile of ingredients.
"White Night Aurora", which also invested in top resources, had a mediocre response
Although the creator personality-oriented and user group- and data analysis paid-oriented game creation dispute will continue for many years in the future.
But fortunately, for the big manufacturers, the track of the two-dimensional mobile game is only one of the many tracks they want to roll out, and the standards for the evaluation of a game by the second-dimensional gamers have become diverse and harmonious, and the open and inclusive nature of the two-dimensional culture itself has also allowed players to have more desire to express and communicate, and has the community vitality that is difficult for other platform game player groups to have.
This kind of vitality is the most important foundation of the two-dimensional mobile game circle, and the so-called bloodline problem has been a false proposition from the beginning.