Since the game version number was lifted on April 11, the mobile game purchase market has ushered in a small outbreak.
According to the mobile game purchase information tracked by AppGrowing, it was found that the pitching mobile game material in April increased by 142% compared with March, and there were more than 600 new pitchers. Some insiders said that capital has refocused its attention on the game industry and continues to be optimistic about the market performance of game stocks in the future.
AppGrowing is based on the mobile game purchase data tracked in April 2022 (4.01-4.26), from the mobile game purchase volume market, hot push App rankings, key advertiser delivery strategies, the latest explosive creative routines, in-depth interpretation of the mobile game purchase trend in April!
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See the trend of the mobile game buying volume in one minute
In April, the number of applications in the mobile game industry accounted for 63.82% of the industry's total advertising, and the number of advertisements and the amount of advertising accounted for about 20% of the overall advertising of the whole industry.
In terms of traffic platforms, Tencent Advertising, NetEase Easy Effect, Kuaishou, Huge Engine, etc. are all key platforms in the mobile game industry, of which the number of advertisements for games on Tencent's advertising platform accounts for 24%, the number of games on the huge engine platform accounts for 16%, and the delivery of games on the NetEase Easy Effect platform accounts for up to 31%.
In April, the key advertising media TOP5 was occupied by byte media, namely pangolin alliance, Kuaishou alliance, tomato novel, and byte mini program media. Secondly, Tencent's Media Premium Alliance, QQ Browser, Tencent News, etc. are also the key media of mobile games.
AppGrowing recently launched tomato novels, byte mini program media two major media, found that both are the focus of mobile games, the following show the two media of the April mobile game list.
In April, the stronger mobile game styles are war, legend, simulation, and immortality, and the following inventory of key mobile game manufacturers and key style mobile games.
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Focus on style inventory & hot push mobile game leaderboards
2-1 Simulation class is strong, and chess and card mobile games have become the biggest gold owners
Simulation mobile games rank first in terms of the proportion of advertising and the number of applications, followed by war, fairy tales, and legends. In terms of the amount of investment, chess and card mobile games occupy the top spot, and the estimated amount accounts for more than 30%.
In the Top 20 of the mobile game promotion list in April, the Romance of the Three Kingdoms. The strategic version, a thought runaway, civilization and conquest ranked in the top three, and the main investment platforms were Tencent advertising and huge engines.
2-2 Key mobile game delivery strategies
Below, we will analyze the Three Kingdoms Chronicles Strategy Edition of the TOP3 mobile game advertising rankings, and the advertising strategy of One Thought.
(1) Romance of the Three Kingdoms Strategy Edition
As a game that highly restores the characters and geographical location of the Three Kingdoms, and provides a high degree of freedom in the strategy selection, the Three Kingdoms Strategy Edition has been high since its launch.
In terms of promotion strategy, the Three Kingdoms Chronicles Strategy Edition has the largest investment in Tencent advertising, accounting for 82.25% of the advertising, mainly investing in Tencent's Media Premium Hui Alliance, Tencent News, and QQ Browser.
(2) A thought of leisure
Since its launch on February 1, 2021, it is estimated that the monthly flow has been at the level of tens of millions, ranking first in the list of immortals. According to the 2021 financial report recently released by Gigabit, Gigabit's operating income in 2021 increased by 68% year-on-year, and the revenue growth rate was the best in the history of Gigabit, of which the new youyi idea online contributed the main incremental revenue and profit.
From the perspective of the distribution of buying channels, Yi Nian Yao adopts a large-scale omni-channel playing method, the main investment media is more dispersed, and the proportion of investment in the Excellent Volume Exchange Alliance and pangolin Alliance is more than 30%, followed by the proportion of QQ browser and Tencent News.
More than 56% of the materials of Yi Nian Yao are vertical videos, and the content is mostly edited from the screen of the game itself, which is closely related to the art style of Yi Nian Yao as an ink national style placement Xiu Xian mobile game itself, and we will focus on analyzing its material style below.
(3) Civilization and conquest
Civilization and conquest since April, the intensity of delivery has remained high, and more than 40% of the advertisements have been placed on tomato novels and vibrato under the huge engine.
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Interpretation of popular style mobile game materials
3-1 Analysis of war-related mobile game materials
Taking the war mobile game civilization and conquest as an example, civilization and conquest have always been the main cost-effective (no VIP, no acceleration, send heroes, no resource sales) and freedom (free combination of arms, cross-civilization combination).
Since April, civilization and conquest advertising copywriting is still around "start a city, recruit generals to expand the division" and "do not sell VIP, do not take the grid, open the world SLG!" Log in to send the six-star legend hero Qin Shi Huang! "And other key points, it is seen that it is necessary to implement to the end in a high cost performance, highlighting the interests of users."
The content of popular materials for civilization and conquest is more diverse, and the character story and civilization feelings are the focus of publicity, which in turn leads to the introduction of character play, the matching of arms, and multi-civilization confrontation.
1. Character Story: Begin with the ancient story of Xiang Yu and Guan Yu, and then introduce the character skills and equipment.
2. National feelings: The battle between two civilizations stimulates national feelings, and Chinese civilization wins the victory.
3. Star Live-action Short Drama: Yu Hewei entered the role of Qin Shi Huang and introduced the three major skills of the game characters.
3-2 Analysis of Xianxia mobile game materials
Taking the Xianxia mobile game Yi Nian Yao as an example, Yi Nian Yao has always been the main immersive experience, creating an atmosphere sense of Xiu Xian novel for users. The copywriting is closely related to "cultivating immortals", "three realms", "transforming gods", "changing lives", etc., and the sentences are not separated from the immortals.
The material screen of a thought is based on the ink painting style, showing the characteristics of the character and the gameplay, and in order to ensure the user's sense of experience, the material length is generally not too long.
The typical material is to use the picture of the protagonist's half-immortal and half-demon to visually show the user two different effects of the cultivation form, that is, "one thought becomes immortal, one thought becomes magic", so that users unconsciously want to experience together and carry out the next operation.
3-3 Simulation of business mobile game material analysis
Taking the hot pot shop on the happiness road of the simulated business mobile game as an example, the high-frequency words of the advertising copy include "hot pot shop", "operation", "boss", "opening", "final say", etc., one is inseparable from the elements of the game itself, and the other is to create a user experience of independent operation.
Advertising copywriting often uses the "arouse curiosity - guide to try" routine, such as "hot pot restaurant can still be complained about bankruptcy?" "How do you run your hot pot restaurant?" Striving to become one of the top 100 enterprises in the country? etc.
The eye-catching point of the simulated business material is mostly the gameplay display, and the material content of the hot pot shop on Happiness Road is mostly to show the business model of the hot pot shop, such as showing a video of food production, and then connecting the business screen.
3-4 Legendary mobile game material analysis
Legendary players have a high sensitivity to advertising words such as "cool", "classic", "brother" and "hot blood", but the focus of each product will be different.
Taking the Medusa legend as an example, the Medusa legend is more inclined to the explosion rate, yuanbao, attack speed, knife and knife in the choice of high-frequency vocabulary. Promote the copywriting "1000% acceleration, 1500% explosion rate, knife and knife fire, knife light pillar, 3 minutes to hang out 50W yuan treasure!" I'll cover several key points.