The author | Snow Night Maple Scales
Entering March, some industry giants began to put this year's key games on the market. More importantly, these products not only invested huge amounts of money to buy, but also invited celebrity spokespeople to further increase the volume of the product.
At present, the heat of the entire market is not high compared with February, but because there are many games in the market that dare to invest money to buy, the total number of materials released is still declining, which is obviously not a good sign. In the end, an average of 140,996 sets of materials were delivered per day in March, which was not much different from the 146,552 sets in February.
But these numbers look a little ugly if stretched through the entire first quarter. According to the Heat Cloud data "2022 Q1 Mobile Game Purchase Volume Report", the average monthly number of mobile game purchases from January to March this year was 6200 models, down nearly 20% year-on-year.
Prophet Travel News March Star Endorsement Observation selected 2 key games, both of which are new games launched in March. The two games are different in genre, and the strength of the choice of speakers and the intensity of delivery are also very different. However, both products were more or less affected by the current market and did not achieve the results they expected.
Both "Celebrating the Rest of the Year Mobile Game" and "Return to the Empire" were launched in late March. "Return to the Empire" put 9818 sets of materials, which can undoubtedly be classified into the ranks of large-scale purchases, and "Qingyu Nian Mobile Game" put 5011 sets of materials, which is not a low investment force compared to the off-season games. Both games were released at the end of the month, so the data for March was basically in a state of power.
"Return to Empire" is undoubtedly Tencent's fist work at the SLG circuit this year. The cooperation with Microsoft Xbox Studios' well-known IP "Age of Empires" has allowed this product to gain extremely high attention before it was launched. In terms of choosing to replace the speaker, Tencent has found Luo Yonghao as the spokesperson of the game in accordance with the practice of the entire market. At present, "Return to Empire" has fallen out of the top fifty of the App Store free list, but the best-seller list still maintains a good position.
"Celebrating the Rest of the Year Mobile Game" is the key product of Sheng Qu Games this year. Based on the popular film and television IP adaptation, "Qingyu Nian Mobile Game" attracted the attention of many players as soon as it was announced, especially fans of TV series. Sheng Qu Games also deliberately found Song Yi, the actor of Fan Ruoruo in the TV series, to become the spokesperson of the game, with the purpose of attracting more fans to the game.
According to Dataeye data, an average of 140,996 sets of materials were released every day in March this year. In terms of the number of companies launched, the average number of companies launched per day in March was about 1276, down 9.2% from February. However, the overall launch in March fluctuated greatly, with a difference of 159 launch companies between high and low peaks.
In terms of themes, modern themes still rank first with the amount of 2602 sets of materials, and legendary games further consolidate their second position. It is worth mentioning that when more manufacturers are launched this month, they will be more inclined to the pangolin alliance, and excellent advertising is no longer the first choice of manufacturers. However, such data is also directly related to the launch of many Tencent-related games this month.
01 "Qing Yu Nian Mobile Game": Wild shooting Vlog, the integration of ancient and modern needs Song Yi and Fan Ruoruo
In recent years, the theme of crossing is still a popular theme in domestic mobile games, especially mobile games adapted from film and television dramas based on cross-genre films and television dramas. "Celebrating the Rest of the Year Mobile Game" is one of the most typical cases. Now that it has been decided to shoot "Qing Yu Nian 2", an adapted mobile game has appeared, which can just fill the gap.
According to the heat cloud data, the number of materials released in "Qingyu Nian Mobile Game" in March was 5011 groups. As a game that mainly relies on the pull of drama fans and cross-genre good people, the purchase volume of "Qingyu Nian Mobile Game" is not high. On the first day of its launch, "Celebrating the Rest of the Year Mobile Game" received the official recommendation of the App Store. Three days before launch, the game's results remained at the top of the free list and the top ten of the best-seller list.
As an MMORPG that crosses the theme, "Celebrating the Rest of the Year Mobile Game" needs to reflect the differences between ancient and modern and the integration of modern elements and ancient life. Therefore, it is especially important to find a spokesperson who can represent this temperament. Obviously, Song Yi, the actor of Fan Ruoruo in the TV series, is very suitable.
In order to reflect the concept of the integration of ancient and modern, Sheng Qu released a series of related video clips before the game was launched, and called it "Qingyu Nian 1.5", which was packaged in the form of vlog. In the short film, Song Yi not only pointed out the appearance of modern technology to ancient times, but also introduced many characters of "Qing Yu Nian" to people through her eyes, such as Uncle Bamboo Wu.
In the second half of the material, Fan Ruoru constantly moves through the giant tree, and then wakes up from the dream, the cycle repeats, which also implies that the game has more than one ending, which can be changed by relying on the player's strength.
As we said, the endorsement of the road in "Qingyu Nian Mobile Game" has brought great blessings to the results of the game. Three days before launch, the game's results remained at the top of the free list and the top ten of the best-seller list. However, the content of the game itself still restricts the stability of the "Qingyu Year Mobile Game". According to Qimai data, this game has fallen out of the top thirty on the best-seller list, and how to maintain the subsequent operation is still a matter of great interest.
02 "Return to the Empire": Playing with debts, Luo Yonghao brought a large number of middle-aged men
Since Luo Yonghao began to announce the repayment of debts and undertake various businesses, his game endorsements have gradually increased. Whether it is a legendary game or an SLG, those games that fit very well with middle-aged men seem to come to the door, and this time "Return to Empire" is no exception.
Compared with the "Qing Yu Nian Mobile Game", the investment intensity of "Return to Empire" should be said to be the highest in the recent popular game. In March this year, "Return to Empire" released 9818 sets of material. In addition to the usual multi-civilization battlefield battles, Luo Yonghao's materials are the focus of their investment.
As we said earlier, Return to Empire is an IP adaptation of Age of Empires, and the Age of Empires series once brought memories to a generation of post-80s players RTS. Therefore, finding those who are suitable for post-80s players and middle-aged male groups is undoubtedly the focus of the promotion of "Return to Empire".
In the promotional material, Luo Yonghao, wearing the iconic black shirt, faced the scolding of the enemy soldiers outside the city that "bald man, owed 600 million debts can not be repaid", and in the process of communicating with the minister, he proposed how novices with a combat strength of only more than 6,000 should operate the game "Return to the Empire", and introduced to players that this game does not rely on combat strength to compete for life and death. In the end, Luo Yonghao talked to the captured enemy general, laughing at himself for his baldness, and saying that the debt had been basically paid off.
In another material, Luo Yonghao was one block away from the opposing general, and in the end he could not cause damage to the place. But in the end, Luo Yonghao reacted, they were playing "Return to the Empire", revealing the completely free characteristics of the game's battlefield movement.
Under the publicity of this strong purchase, "Return to the Empire" undoubtedly attracted the attention of a large number of players and occupied the first place in the Free List of the App Store two days before it went online. However, even with the blessing of buying, the staying power of "Return to the Empire" is unspeakably satisfactory. Currently, Return to Empire is ranked 77th on the free list, and the best-seller list remains in the top ten. How to further expand the user base and maintain the payment level at this stage is obviously something that Tencent needs to think about.