As early as two years ago, during the epidemic prevention and control period, when the party game produced a series of explosive models, there were media and netizens who had a skeptical attitude towards the prospects of this category, after all, when people were able to go out of their homes and offline entertainment began to recover, whether they would still love this type of product was indeed unknown at that time. As a representative of the party game, "Jelly Bean: Ultimate Challenge (Fall Guys)", the popularity of the end game and the decline of online players at the same time, no longer the glory of the year, also cast a shadow on the prospects of party games.
As early as last October, GameLook took "Among Us" as an example, highlighting that the second spring of party games will occur in the mobile game market, and recently a mobile game that highly pays tribute to "Jelly Bean" has exploded around the world (in fact, it has been on fire for half a year), and has achieved commercial success.
The game was developed by The Finnish mobile game development company Kitka Games. The reason why GameLook uses "high tribute" to describe "Stumble Guys" is indeed because the game's UI, level design, etc., there is not much innovation to speak of, the only difference is that the "Stumble Guys" game consists of 32 players, in addition, the game flow is also exactly the same as "Jelly Bean Man", 32 players in different random maps or fight in separate or team up, until the final winner is decided.
In the level, many gameplay methods, including obstacle dodging, team soccer matches, and stepping on mines, have also been 100% reproduced.
But it is such a product that was launched a month after the launch of "Jelly Bean Man", according to the data of Qimai, as of the end of the author's manuscript, the game has entered the top 20,74 countries in the top 100 countries of the App Store free list in 36 countries around the world, including France, the United States, Brazil, etc., and in the top mobile game market in the United States, "Stumble Guys" has entered the top 2 of the free list; in addition, the game is also including Brazil, Spain, Italy and other 15 countries The Store's game best-seller list is in the top 50, and the game's cumulative global downloads are nearly 100 million times, and it is still growing at a rapid rate of more than 10 million downloads per month.
Here's a live video of Stumble Guys:
The heat soared
Two months ago, on March 7, GameLook reported on the popularity of "Stumble Guys" in South America at that time, and the game called "Stumble Guys" exceeded 10 million downloads for the first time in February, which tripled from last year's average of more than 3 million times, and the monthly income of in-app purchases was about 12 million yuan. As a game with built-in advertising monetization, GameLook estimated that the actual monthly revenue of "Stumble Guys" at that time may exceed 20 million yuan.
After two months, according to the data of third-party websites, in the past 30 days, the in-app purchase income of "Stumble Guys" is about 23 million yuan, which is still growing, if it is estimated that the proportion of casual game advertising and in-app purchase revenue can almost reach 1:1, the revenue of the game in the past thirty days may be close to 40 million yuan, while the download volume of the game has not slowed down or stagnated, in the past thirty days, "Stumble Guys" It still has 13.277 million downloads, with an average of 442,000 downloads per day.
It can be said that the download scale of "Stumble Guys" has reached the ceiling of casual games, and "Stumble Guys" is more in the long-term and long-term effect, to know that this is a product that was launched in September 2020, even from the beginning of his explosion at the beginning of this year, "Stumble Guys" has maintained such a performance for five months.
Taking Brazil, the game's current largest market, as an example, according to Qimai's data, from January 1 this year to the present, the free list of "Stumble Guys" has almost never fallen out of the top ten, and the best-selling list has never fallen out of the top ten after entering the top 20 in mid-January and early February this year. Even if the per capita consumption level of Brazilian players is not as good as that of players in countries such as China, Japan, South Korea or Canada, the United States and the United Kingdom, the rewards of such a long-term strong performance are still considerable.
Not to mention that the game has begun to the United States, Germany, Japan, South Korea and other mobile game T1 market diffusion, according to the data of third-party websites, in the past 30 days of game in-app purchase revenue, nearly 50% of the revenue is still from Brazil, Spain, Portugal and other countries, but the revenue from the United States has accounted for 24%, and in the download volume, the contribution of American players has reached 7%, second only to the first ranked Brazil (38%) and Spain (11%).
According to a report recently released by Newzoo, the game revenue in the United States is expected to exceed China's $50.2 billion with $50.5 billion in 2022, which can seize the opportunity of party games in the U.S. market, and the future of Stumble Guys is indeed promising.
Of course, in addition to the growth of data, the influence of "Stumble Guys" on overseas live broadcasting and video platforms, such as Twitch and YouTube, is gradually expanding. According to Twitch Track and Soulygnome data, "Stumble Guys" in the past 90 days, the relevant channel Twitch users watched the time increased by 403.7% month-on-month, the anchor's live broadcast time also increased by 252.5% month-on-month, although Spanish and Portuguese anchors still accounted for the majority, but English anchors also emerged, ranking third.
According to the game's official website, Stumble Guys currently has more than 50 million downloads and 4 million daily active players worldwide.
Low inexpensive in-app purchases + ads
As a side game, Stumble Guys is more successful in that it explores a relatively reasonable and successful profit model for party games.
Taking the veteran "Among US" as an example, according to the data of third-party websites, in the past 30 days, the in-app purchase income of "Among US" was only 500,000 yuan, and the download volume was 8.8 million, and the download volume could naturally be used as an excuse for the earlier time of the game explosion, but the former's weak performance was enough to prove that even the "successful" party game in the eyes of the public is still facing a lot of commercialization.
In GameLook's view, Kitka Games's low-cost in-app purchase model for South American players has played a big role in the game's ability to quickly occupy the markets of various countries, after all, the per capita monthly income of the current game's largest market "Brazil" is not high, according to the data released by the Brazilian National Bureau of Geography and Statistics, the average monthly income of Brazilian residents in 2020 is 2213 reais (about 2548 yuan), and even in 2019 before the epidemic, That number is only 2,292 reais (about 2,643 yuan).
Therefore, unlike the current mobile game common 648 (or 100 US dollars), a skin sells hundreds of dollars model, in "Stumble Guys", users only need to pay less than 20 yuan, you can remove in-game advertising and get 1400 gems, even if you buy gems normally, you can buy 250 gems for less than 10 yuan. In the game, a normal skin is only priced at 55 gems, and players can directly get a random skin by watching 5 ads.
On the one hand, the party game is a category that does not need to set up a kryptonite threshold and create a differentiated game experience, the goods commonly sold in the game, that is, the skin, in addition to a certain social value, there is almost no additional impact on the game and the player experience, the game company naturally can not apply the idea of selling skins in ordinary games to the queue game, on the other hand, this extremely low threshold business model is also very suitable for breaking into the minor market, even in the United States, Germany and other developed countries.
For adults, whether it is a game or a special party game, there are too many choices, both the more original "Jelly Bean Man" end game, as well as the "Among US" that requires higher thinking logic and reasoning ability, more challenges and "program effects", before this, many party game products are aimed at adults or relatively mature minors online entertainment social scenes.
But minors during the epidemic or home isolation will also have social and game needs, even relatively young child players, for them, whether it is the device or the game's buyout threshold, or a relatively complex gameplay, will affect the choice of games to a certain extent, and "Stumble Guys" can be said to be fast and accurate to cut through the pain points of this part of the group, which is why, on Youtube, the relevant game videos are arranged by the number of plays. You can see a lot of minors, especially children.
In the past two years, in fact, the mobile game market has not lacked imitators of "Jelly Bean", but "Stumble Guys" has become popular, which is not without a trace. In fact, many domestic manufacturers are also well versed in similar local conditions, small profits and high sales ideas, and have achieved good results, such as the Giant's "Ball Battle", and Wuhan Weipai's "Snake Battle".
Only Jelly Bean Man hurts the world
However, the popularity of "Stumble Guys", the most injured is probably "Jelly Bean Man", you know, only in China, the number of reservations for the "Jelly Bean Man" mobile game on TapTap has reached 2.61 million, before that, internationally, players' expectations for the "Jelly Bean Man" mobile game must be extremely high. Now that an unofficial version of the "Jelly Bean Man" mobile game has begun to expand its territory around the world, the space left for "Jelly Bean Man" in the end may be compressed.
Of course, this should not have much impact on the "Jelly Bean" mobile game national service, after all, "Stumble Guys" has not entered the Chinese mainland market at present, and the domestic game industry is also quite strict in controlling minors.
In fact, the success of "Stumble Guys" is a warning for many latecomers, because the gameplay design of party games is generally relatively simple, the difficulty of "reproduction" is also low, after a game goes viral, it does not take too long, and similar imitations will appear on the market.
It is true that party games still have a battle in the console or terminal game market, but the mobile market is also a gold mine for developers, and even with the improvement of the epidemic, party games will erupt more vigorously on the mobile end, so after the launch of the terminal game version, the opponent game market must not be taken lightly, otherwise when the official slowly swallows up the mobile game version, it may become a stand-in.
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GameLook Daily Game Industry Report
Global vision / depth is material
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