Recently, the "Qingyu Nian" mobile game was launched on the whole platform, and achieved the first place in the iOS free game ranking and the second place in the overall list on the day of launch.
The game is adapted from the novel of the same name by online writer Mao Ti, and the TV series of the same name adapted from this novel has climbed in ratings after being broadcast in 2019, attracting a large number of fans, and "Qing Yu Nian" has also become a popular online IP in recent years.
Affected by the IP effect, the "Qing Yu Nian" mobile game has also attracted a lot of attention, but under the "fame", the performance of this mobile game in the core elements such as gameplay and activities seems to be somewhat unsatisfactory. Problems such as "insufficient gameplay innovation", "too much kryptonite", "rough modeling" and "poor interactivity" are frequently mentioned by players.
In the current game market, MMORPG category competition is particularly fierce, in this case, if the "Qingyu Nian" mobile game only has IP advantages, it may be difficult to stand firm, and it is difficult to retain users.
Mobile game promotion is bound to the TV series of the same name, and the plot content accounts for a relatively high proportion
"Qing Yu Nian" mobile game is developed by Sheng Qu Games, which mainly restores the original plot and classic characters, and adds elements such as ancient and modern collisions, independent face pinching, and informal weapon sects, and various settings have attracted the attention of many fans of original and TV series.
Now it has been 15 years since the original work of "Qing Yu Nian" was launched, and it has been more than 3 years since the first season of the TV series of the same name was broadcast, and in the case of the delay in the broadcast of the second season of the TV series, the launch of the mobile game of the same name has also attracted a large amount of traffic accumulated by this IP through the "film-game linkage".
Just before the launch of the "Qing Yu Nian" mobile game, Sheng Qu Games made a targeted publicity method, launched the concept of "Qing Yu Nian 1.5 Seasons", and selected Song Yi, the actor of "Fan Ruoruo" in the TV series, as a spokesperson to shoot the "Qing Yu Nian 1.5 Seasons" Vlog to promote mobile game related content. On the day the mobile game was launched, the Weibo topic of #庆余年1.5 season # was read by more than 530 million.
In addition to playing the content card during the promotion, this game is also interspersed with more than 120 minutes of story video.
According to the actual experience of the reporter, the "Qingyu Nian" mobile game has a high degree of restoration in the plot, which can increase the participation of players who like the original plot and to a certain extent can seize IP fans.
However, many players believe that there are too many plots in mobile games, although it meets the needs of plot lovers, but for the game, there is a sense of dominance.
Whether it is the promotion strategy or the increase in the proportion of plot content in the game, it can be seen that the focus of the "Qing Yu Nian" mobile game has fallen on the linkage of film and game, and it has also achieved certain results in terms of early customer acquisition.
However, for games, especially the MMORPG category, how to maintain and increase user activity through gameplay, data, etc. is the key.
Players complained about insufficient gameplay innovation, too much kryptonite, and the overall rating declined
As of press time, the "Qing Yu Nian" mobile game has a rating of 2.4/5 on the App Store, a TapTap score of 5.5/10, and the rating of this game during the internal test is basically around 8 points.
According to Cicada Master data, among Apple users alone, "Qing Yu Nian" reached 720,600 downloads and 2,397,300 revenues in March; as of April 10, its revenue in April reached 1.2913 million, ranking lower in the game list.
According to Qimai data, the ranking of "Qing Yu Nian" in the various lists of ios games has dropped significantly, which is only more than twenty days after the game was launched. Overall, the follow-up performance of "Qing Yu Nian" is relatively weak, which may be related to its gameplay, kryptonite settings, etc.
Judging from the speeches in the comment areas, many players complained about the game's tasks, activity planning, combat skills, kryptonite points, etc., and the problems of picture quality, rough modeling, a variety of mission activities, poor sense of blows, and high payment pressure were frequently mentioned.
Specifically from the perspective of gameplay, each character has five classes to choose from, namely sword, double sword, double knife, stick (male exclusive), and qin (female exclusive). After the reporter's actual experience, it was found that this game arena has a poor sense of blow, there will be a caton situation during the game, and the overall gameplay is more similar to other games on the market, and it seems that there is no outstanding feature play.
As for the setting of krypton gold points, the reporter found that there are many kinds of recharge activities in this game, including recharge rebates, recharge 0 yuan purchases, recharge cards, limited time gift packages and so on. At the same time, due to the less benefits in the game, players who do not charge money and charge less money are more difficult to upgrade, which can easily lead to a poor game experience, which will inevitably lose some of the low-level players, making the game a one-man show for heavy kryptonian players.
How far can the linkage effect of "Celebrating the Rest of the Year" go?
In recent years, with the development of related industries, there have been more and more cases of film and television, animation, games and other related content development based on high-heat IP, and "film-game linkage" is one of the often mentioned.
Before the "Qing Yu Nian" mobile game, there have been many film-game linkage products, including "Tianya Mingyue Dao", "Tianlong Eight Parts", "Xue Xian", "Laughing Pride of the Jianghu", "Fighting to Break the Sky", "Qiannu Ghost" and other films, television, online IP and other movies, television and online IP have been launched.
Among them, the first month of "Tianya Mingyue Dao" has a turnover of more than 1.3 billion yuan, the ten-year cumulative income of "Tianlong Eight Parts" is 30 billion yuan, and the mobile game of "JieXian" and "New Laughing Pride jianghu" mobile games have exceeded 100 million yuan per month.
It can be said that there are many successful cases of film-game linkage, but there are not a few cases of failure. Previously, after the launch of many TV series with the same name mobile game, because of the rough production and too much kryptonite gold, players complained that they were "cutting leeks".
Nowadays, under the general trend of high-quality industry and content is king, the requirements of game users are getting higher and higher, which also brings more thinking to game manufacturers in the way of playing "film-game linkage".
This year, "Yanxi Raiders of the Phoenix Yu Fei" and "Qing Yu Nian" mobile games have been launched, these two games adapted from the TV series of the fire a few years ago, in the world view and game character settings have followed the background of the TV series, the main plot of the game also revolves around the TV series characters.
But it is worth mentioning that these two game products are less than expected in the evaluation of players, perhaps the fame accumulated through the broadcast of TV series in the early stage has attracted a lot of attention, but the follow-up is somewhat weak in user precipitation.
For the "Qing Yu Nian" mobile game, its field is particularly competitive. In the past two years, the MMORPG category has exploded in the mobile game market, and in 2021, MMORPG mobile games such as NetEase's "Heavenly Oracle", 37 Interactive Entertainment's "Glory Archangel", Tencent's "Delusional Mountains and Seas" were listed at the same time, plus Tencent's "Tianya Mingyue Knife", Mihayou's "Original God", Perfect World's "New God Demon Continent" and so on, and there are many similar game products.
The MMORPG category is still one of the most gold-hungry game categories in China. According to Frost & Sullivan, MMORPG mobile games have the highest market share in China compared to other mobile game categories, and the CAGR of the MMORPG market is expected to be 19.7% in 2019-2024, far exceeding the average of 11.7% in the mobile game market. In addition, among the many game categories, MMORPG games have a longer average lifetime, the highest ARPU, and the highest average annual user payment rate.
However, industry analysts believe that due to the high research and development threshold and long research and development cycle, the companies participating in the MMORPG category are basically head game companies, of which netease and Tencent have the most obvious advantages, which also makes the user requirements of this subdivided game category higher and the demand more difficult to meet.
For the "Qing Yu Nian" mobile game, even if the market space is large, under the fierce market competition, if there is no strong selling point, it seems difficult to have more imagination space based on IP alone.