A few days ago, QuestMobile released the "2021 China Mobile Internet Annual Report", which pointed out that in the case of a tightening of the game version number in 2021, strong IP game products are the main focus of manufacturers. According to statistics, in 2021, MOBA and flying shooting are still the main game types that occupy the user's time, but both types have declined compared with last year, among which the proportion of game time in the absence of new products has declined more obviously. The proportion of elimination games and strategy games showed significant growth, and the proportion of strategy games increased more prominently, with an overall increase of 4.2%.
In 2021, the mobile game with huge traffic of "Battle of the Golden Shovel" was launched, which to a certain extent led to an increase in the proportion of user time of strategy games. At the same time, the mobile game SLG category has presented a scene of "fairy fighting" in terms of product quantity and quality, and the launch of many SLG boutique mobile games such as "Civilization and Conquest" and "Conquest and Hegemony" has also brought more users to strategy games. According to statistics, the number of mobile game users aged 30 has decreased, while the distribution of users over 30 years old has increased. It is worth mentioning that under the influence of the regulations on the protection of minors, many minors will use the identity of elders to log in to the game and bypass management restrictions.
According to the report statistics, in the top 10 monthly active users of mobile games in 2021, Tencent Games occupies a total of 7 places. Among them, the two games "Glory of kings" and "Happy And Happy" have more than 100 million monthly active users. In terms of year-on-year growth rate, many games have declined, and the two shooter mobile games have the most obvious reduction in monthly activity. The casual game "Happy Match" became the game with the highest year-on-year growth rate in the charts.
All along, playing shooting games on mobile phones has difficult to operate, poor feel and other pain points, limited by hardware characteristics, such games need to continue to optimize the experience on the mobile end, strengthen innovation. Of course, this is also inseparable from the epidemic in 2020, people who are isolated at home have more free time to invest in medium and heavy mobile games, and after the isolation is lifted, casual games are naturally more advantageous.
In the monthly active TOP10 list of newly launched mobile games, "League of Legends Mobile Game" ranks first with nearly twice the monthly active activity of the second place "Battle of the Golden Shovel".
The report also selected two typical new games for 2021, namely League of Legends Mobile And Harry Potter: Magical Awakening.
With the "League of Legends", a world-class well-known game IP, the monthly active volume of "League of Legends Mobile Game" exceeded 60 million in the first month of its launch, but in the next two months, there was a continuous decline, and the proportion of new players and returning players was reduced.
The report shows that 68.3% of the users of "League of Legends Mobile Game" are from "Glory of Kings". At the time of the launch, many players came to download the game to experience the "League of Legends" IP, and then hindered by the transfer cost, user habits and other issues, and the group of players after the freshness returned to the embrace of "Glory of the King". The other "Harry Potter: Magical Awakening" is adapted from the classic IP, which continues the "feelings" setting for more than 20 years, coupled with the rich social gameplay and game plot, which attracts a large number of female users and middle-aged users.
The report believes that in 2021, most of the new products that have achieved results are adapted from well-known IP, such as the above-mentioned "League of Legends Mobile Game", "Harry Potter: Magical Awakening", "Battle of the Golden Shovel" have a certain user base before it is launched. In today's game version number issuance is further tightened, game manufacturers are more and more cautious about the investment in new products, strong IP with user traffic is still the main focus of manufacturers, the selection of well-known IP adaptation can reduce the manufacturer's trial and error costs in the case of tightening the version number.
Finally, the report also counts the TOP10 ranking of the game WeChat Mini Program. The data shows that board games are the largest number of monthly active users and the longest proportion of time in all Mini Program games, and national poker games with low thresholds and high interests such as landlords have undoubtedly become the first in the rankings, far surpassing other Mini Program games.