Following "Bullet Case Attackers", Haibi came up with another hit, this time they chose the "Snake" theme.
Diandian data shows that since its global launch at the end of March, "Sssnaker" released by Haibi Games has entered the top 10 free lists in Hong Kong, Macao, Taiwan, Japan, South Korea, Singapore and other regions, and the estimated revenue of the three parties has exceeded 10 million yuan, and the revenue is still soaring.
How does "Snake Snake Gluttony" perform overseas? How does buying volume work?
What is the difference between other products of Haibei?
In order to show objectivity, this article will strictly distinguish between "facts & figures" and "DataEye Institute views".
If you disagree with your opinions, you can only refer to the [Facts & Figures] section, based on your own opinions, see in the comment area.
First, market performance & user attributes
【Facts & Figures】
Market performance
Dian Dian data shows that as of April 22, the total revenue of the "Snake Snake Gluttony" API exceeded $5.3 million.
Specific to each market, Japan, the United States, and Taiwan occupy the top 3 positions in total revenue at both ends; The three markets of the United States, South Korea and Vietnam ranked in the top 3 in terms of downloads.
User attributes
In terms of user age distribution, the user attributes of "Snake Snake Gluttony" in the three markets of South Korea, the United States and Japan show different trends. In the Japanese market, people aged 35-44 are more prominent, accounting for about 35%; In the Korean market, the two types of users aged 35-44 and 45+ account for relatively high, both exceeding 30%; In the US market, there is a polarization trend, with users aged 18-24 and over 45 accounting for a relatively high percentage, both exceeding 30%.
【DataEye Research Institute Viewpoint】
From the performance point of view, although "Snake Snake" did not reach the results of "Eggshell Strike Team" at that time, it was generally good, and DataEye Research Institute believes that this may have a greater correlation with its product polishing:
1. "Snake" gameplay is simple and easy to use, and it is also a well-known game IP worldwide, so the game has a wide audience, "not picking" users, suitable for men and women, young and old.
2. The product gameplay is divided into two parts: "battle" and "cultivation", the former is the main selling point of the product, and by integrating roguelike gameplay, players can have a constant sense of freshness, so as to continue to experience. The latter is adhering to the "Legend of the Bow and Arrow" "routine" that Haibi is familiar with. Such as six-piece equipment, mixed monetization and so on.
Looking back at Haibei's products in recent years, including "Bang Bang Mage", "Kinja Run" and now "Snake Gluttony", it is inseparable from a fixed template - "world-renowned and easy-to-use gameplay" + roguelike + cultivation + mixed monetization.
This set of templates, Haibi used for four years, why does it still have a strong ability to drain and monetize? DataEye Research believes that there are necessary factors and variables, and the combination of the two can increase the probability of becoming a hit.
Necessary factors: the core of the continued blockbuster
Q version art: The picture is simple, the color saturation is medium, and the picture quality is good. But after playing for a long time, there will be no dazzling, dizzy, and drowsy phenomenon. Suitable for all ages, not picking users, is conducive to improving the conversion rate of product materials;
Meat Pigeon: Roguelike is the core gameplay of Snake Snake Gluttony, because "Snake Snake Gluttony" sets a fixed level time to compress the overall duration, expand the range of audiences, and diversify the scene of the game and make it convenient. The advantage of this is that it can quickly grasp the "hope" emotion, and at the same time, the randomness of scenes, props, and skills can provide players with freshness.
RPG cultivation: As the game progresses, the equipment system will be unlocked, which can ensure that the player's attention is slowly shifted from mastering the core gameplay to the character's RPG development, so as to achieve the purpose of retaining users;
Hybrid monetization: Through the organic combination of in-app purchases and incentivized advertising, hybrid monetization not only provides users with an optional krypton-free gaming experience, but also provides users who are willing to pay for the option of in-app purchases, so as to complete monetization in a way acceptable to more players. At the same time, it also enhances user stickiness and retention, providing both revenue for game companies and alternative payment solutions for players, helping to improve game user retention and activity.
Variables: Choose an "X" gameplay that has been proven by the market
Since "The Legend of the Bow and Arrow", the new products developed by Haibi are embedded in the above templates, which have been successfully played that have been verified by the market.
And Haibei's idea is - if there is suddenly a gameplay that detonates the world, learn its essence, embed it in the template, and launch both ends at the first time to seize users (such as "Bullet Case Special Assault Team");
And if there is no sudden outbreak of new products, they will try "retro" gameplay, (such as "Bang Bang Mage" (brick gameplay), "Snake Snake Gluttony" (Snake Gluttony), expecting Haibo to come out with a "Tetris + Roguelike"... ）
(Bang Bang Mage)
The advantage of this is that due to the influence of the classic gameplay itself and the ease of use, the drainage ability and retention rate of the product can be guaranteed;
But the disadvantage is that if the product cannot make players continue to break out "cool", then after the freshness, the churn rate will increase. ("Bang Bang Mage" and "Kinja Run" are facing this situation, and even "Snake Snake Gluttony" has not been as long-term as "Bullet Case Strike Team").
Specifically, you can compare three products:
"Bullet Case Special Attack Team": Players are simple to operate, just need to move the joystick, you can feel refreshing;
"Bang Bang Mage": With a certain strategy, the player needs to aim and shoot, and once the strategy is wrong, it may lead to failure, resulting in frustration;
"Snake Snake Gluttony": The operation is simple, just need to move, but the biggest cool point is "through positioning, form a circular closed loop, release skills", therefore, compared to "Bullet Case Special Attack Team", there is an additional layer of "thinking strategy" (how to move, how to form a perfect closed loop).
For players, with each additional precondition, the trigger point of the cool point will be moved back one layer, which may cause the player to feel "not so happy".
2. Material delivery
【Facts & Figures】
1. Material delivery
In terms of purchase volume, DataEye-ADX data shows that "Snake Snake Gluttony" began to conduct small-scale material placement tests two months before its launch, and then on the day of launch, the delivery volume soared sharply - more than 800 sets were delivered in a single day, but since then the material delivery has shown a clear downward trend.
Among them, the three markets of the United States, Japan and South Korea are the main areas where "Snake Snake Gluttony" is launched.
2. Content creativity
(1) Gold 3 seconds eye-catching
DataEye Research Institute sorted out the first three seconds of "Snake Snake Gluttony" since 2023 (as of April 25), and the top 30 high-efficiency video materials attracted attention. The data shows that "game battle screen" accounts for a relatively high proportion, followed by "oral broadcast + copywriting recommendation".
(2) Conversion points
In terms of conversion points, among the efficient TOP30 video materials of "Snake Snake Gluttony", mobile game screen display (curious attempt) accounts for a relatively high proportion, followed by "oral copy recommendation" (herd/recommendation) and classic gameplay display (emotional inspiration).
(3) Creative form
In terms of creative forms, among the efficient TOP30 video materials of "Snake Snake Gluttony", "game recording" is the main creative form packaging material, accounting for more than 70%.
【DataEye Research Institute Viewpoint】
Overall, the creative material of "Snake Snake Gluttony" presents several characteristics:
1. Only do the purchase volume, explosive launch on the day of launch, with the game as the core of the marketing routine;
2. Some materials will try to integrate into the "classic snake" game screen, focusing on emotional cards;
3. The proportion of live-action materials is not high, and they are displayed with game recording screens.
It can be seen that Haibi adopts the marketing routine commonly used in casual games, with the "snake" gameplay as the core, focusing on the cool points of the game, so as to improve the conversion rate of materials.
In fact, it's not just "Snake Snake Gluttony". Including "Bullet Case Attack Team" and "Bang Bang Mage", Haibi also uses this material template, DataEye Research believes that this type of material has certain advantages, but also has certain shortcomings.
Merit:
1. Focus on "human nature", intuitively show game art, gameplay, and coolness to players, and pry global users through "mowing sense + casual gameplay".
2. The core gameplay of "Bullet Case Special Attack Team" and "Snake Snake Gluttony" have one thing in common - the gameplay is simple and easy to use, and has a certain influence on a global scale, so that marketing materials can bypass cultural differences and do not need to do specific localization processing (just replace copywriting/oral broadcasting), and can spread the material to the world.
3. Compared with brand-to-advertisement and live-action materials, such materials have low production costs and can be quickly copied, so as to carry out large-scale and wide-scale communication.
Shortcoming:
1. The material life cycle is short and the consumption is fast, and long-term and large-scale continuous delivery is required on multiple platforms to deepen the user's impression of the product, thereby improving the conversion rate of the material.
2. The content is relatively single, users are prone to aesthetic fatigue, and if the product is cool and the selling point is not prominent, the conversion rate may continue to decline. "Bullet Case Attackers" and "Bang Bang Mage" are typical cases, the former is very cool and fresh (vampire gameplay has just come out), so it can be on the download list for a long time. The latter is cool and the selling point is more mediocre, so the double list results are not outstanding.
Third, how to create a blockbuster in casual games
Opinion 1: Can the Haibei model be directly replicated 1:1
The answer is: yes, but hard.
Haihe has been deeply cultivating this product template since 4 years ago, and has precipitated a lot of data and experience for product data polishing, how to amplify the attractiveness to users, and how to highlight product highlights (according to media reports, the cultivation of "Snake and Snake Gluttony" was only one equipment column at the beginning, and Haihe changed to six equipment columns later, and the monetization performance was improved).
If manufacturers want to replicate products directly, they need to accumulate experience again. This is no less difficult than directly creating an innovative product. This requires a mature R&D and marketing team to provide all-round services for this style of play, and can bear the cost of continuous trial and error.
Perspective 2: How to learn from it?
The answer is: gain insight into user needs, meet user needs through marketing purchases, and increase conversions.
Although this is a "cliché" topic, there is still room for study.
Product side:
Looking back at the recent year's popular casual games: "Sheep is a Sheep", "Super World", "King of Salted Fish", "Snake Snake Gluttony". In the polishing of their core selling points, they can be divided into two categories:
Sensory selling points: "King of Salted Fish", "Snake Snake Gluttony"
"Snake Snake Gluttony":
Main cool points: cool skill special effects + harvest battles, by creating a visual impact effect, so that users feel the cool points of the game.
Secondary Point: Character enhancement brought about by RPG development.
"King of Salted Fish":
Main cool points: the cultivation of traditional card gameplay and combat experience.
Secondary coolness: The warriors of the Three Kingdoms with the image of salted fish bring players a different visual experience.
The logic behind it is: in today's market full of homogeneous content, users' pursuit of fresh content (salted fish warriors, new snake gameplay) and high-quality gameplay (combat feeling).
Psychological selling points: "Sheep is a Sheep", "Super World"
"Sheep is a Sheep": through social communication (difficult to pass, show off psychology), get psychological refreshment;
"Super World" (material): focuses on decompression, leisure, and fun, and through light strategy gameplay, players can get the thrill of "successful puzzle solving";
The logic behind it is that the pressure of contemporary users' lives has increased sharply, and due to the epidemic factors, offline social activities have plummeted, which has stimulated the growth of users' demand for decompression and socialization.
Marketing side:
The commonality of all four products - focus on one selling point.
"Snake Snake Gluttony" and "Super World": Only do the purchase volume, through the spread of wide spread, amplify the core selling point of the product.
"Sheep a Sheep": Diversified marketing, through social communication through various channels, implicitly creates a psychological refreshment for players.
"Super World": Sub-gameplay marketing, only do decompression materials.
Compared with the marketing method of "shooting for one shot" of similar products (creating multiple selling points), the characteristics of this type of material are that it emphasizes efficiency, directly displays gameplay, selling points, cool points, and characteristics, which is simple and rude.
In general, no matter what form the above materials are presented, the final foothold is basically around the "vital interests" of users. While real world boredom, loneliness, anxiety and depression are no exception, games provide positive emotions, experiences, and social connections that can quickly and inexpensively address people's emotional needs (especially casual and hyper-casual games).
In simple terms, the game provides emotional value, and players give back real money. This logic remains constant.