The first operation of the mobile game against the water and cold is online, and the first object to drive madness is a dream of rivers and lakes. First of all, the official Weibo went crazy directly, and the crazy literature brushed the screen. Subsequently, the brand upgrade was announced, and every martial arts dream was repaid. Later, he directly cut off his robe and cut off his righteousness, and after the cold mobile game adopted himself into a "river, lake and a dream" server, he persuaded the other party to plan to read more books and newspapers, and to be civilized and polite. Even some people found that the [Stepping Moon Liuxiang] server was directly launched in the mobile game against the water and cold, stepping on the Bright Moon Knife of the End of the World, and leaving Chu Liuxiang.
Many players don't understand that it is also NetEase Games' own products, why is it so bloody and bloody to dream of rivers and lakes and fight against the water and cold hand?
Is it real hype, or is it a fake cut robe?
No, after the separation of the north and the south, NetEase games have formed an antagonistic pattern
Many players speculate that Yimeng Jianghu is so crazy, is it because he wants to join hands to fight against the water and cold mobile games to become more and more lively, and both join hands to circle and attract the attention of MMO circle players?
Maybe this matter is still possible in 2022, and in the information that has not yet been released in 2023, there is a piece that is only circulating within NetEase Games - Hangzhou NetEase and Guangzhou NetEase have long become two independent accounting subsidiaries, so this cut is real.
In 2022, NetEase Games Beijing Branch announced its disbandment, and the wind first flowed between high-level officials. At the beginning, there was a reaction that the high-level of Hangzhou Thunder Fire began to lose, some people went to the Xindong Network, and some people went to Kuaishou Games. At the same time, the top management of Guangzhou NetEase also began to lose, and the former servants joined Sunrise Lightyear and Tencent Games.
Compared with Tencent and ByteDance (ByteDance), NetEase has few own traffic channels, only office distribution channels such as NetEase mailbox and Youdao notes. Ding Lei proposed in an internal meeting in 2018 to establish NetEase Games' own traffic moat, and launched the NetEase God APP with this decision, but at present, this product is indeed cruel to find no such person.
Under such a background, NetEase's "project system" characteristics are obvious, which requires excellent long-term operation capabilities and product innovation capabilities to maintain the company's stable cash flow. Even if NetEase Games' most popular product is the egg party, its high DAU does not bring revenue and does not match. According to the Q1 financial report of 2023, games account for more than 90% of NetEase's overall revenue, which shows the pressure on NetEase games.
But unfortunately, with the departure of Blizzard, the MMO section of NetEase Games suffered a heavy blow, and the pressure came to other games, such as Qiannu Ghost Mobile Game, Yimeng Jianghu Mobile Game, Heavenly Oracle Mobile Game, and the Reverse Water and Cold Mobile Game at the center of the storm.
Behind the "make MMO great again" proposed by Cold Water Mobile Game is NetEase Games' heavy dependence on MMO categories and the beginning of crisis.
Marketing expenses are reduced, NetEase Games is no longer the "second oldest in the millennium"
Cruelly speaking, NetEase has become a game + company, games are its core business, and the proportion of revenue is increasing. In the first quarter of 2022, the revenue of games accounted for 73.3%, and by 2023, the revenue of games will even account for more than 90%. NetEase, which relies heavily on MMOs, if it cannot launch another phenomenal MMO product, they will face a more cruel market reaction.
NetEase Games' seemingly growth data is actually a regression of market position, combined with the data of the same period this year in the first quarter -
Net revenue from Tencent games and related value-added services was RMB48.3 billion, an increase of more than 11%.
NetEase's net revenue from games and related value-added services was RMB20.1 billion, an increase of only 6%.
No matter how many NetEase Games ranks in the market today, we can clearly conclude that NetEase Games is no longer the second largest game company at the beginning - the gap with Tencent is getting bigger and bigger, and it is facing the hidden giant Mihayou. For such a behemoth company, the inability to maintain its position is a failure in itself, even late autumn before winter comes, when the chill is approaching.
Let's look at the proportion of NetEase game revenue and promotion expenses in the first quarter of last year:
In the first quarter of 2022, the net revenue of online gaming services was 17.3 billion yuan, and the promotion expenses were 7.33 billion yuan, accounting for 42.36%.
In the first quarter of 2023, the net revenue of online game services was 20.1 billion yuan, and the promotion expenses were 7.67 billion yuan, accounting for 38.15%.
Interestingly, every year in the statement of operating expenses, NetEase's financial report will mention that the sequential decrease in operating expenses is mainly due to the decrease in marketing and R&D expenses related to games and related value-added services, and its year-on-year increase is mainly due to the increase in personnel costs.
This year's NetEase has not only greatly reduced the number of personnel recruitment, but also reduced the promotion cost of the game off a cliff.
MMO products are under huge revenue pressure and have started a cruel, real internal horse race.
According to NetEase game insiders, the promotion fee left for the product can no longer be the same as in previous years, and even the promotion fee that S+ product can get against the water cold mobile game is only 10 million yuan. Compared with Tencent's products with the same level of positioning, the budget is less than 50%.
Such a non-rich battle, the crazy marketing behavior of the mobile game against the water and cold, also has a motivation for behavior.
Unfortunately, it is not a positive solution to the current crisis of NetEase Games, and it will even push NetEase Games into the abyss.
The internal horse racing situation is serious, and the expulsion of bad money from good money has become the mainstream consciousness
Under such a large background, the mobile game against the water cold has killed a bloody road through madness.
The main methods of this crazy marketing are: exaggerated propaganda that violates the advertising law, pig-killing content drainage, high-level and demeaning topic hype, and chicken-killing trust overdraft.
How exaggerated is this propaganda?
When the game first opened for pre-order, the mobile game released many eye-catching promotional slogans, such as they hoped to set off a new payment revolution in the mobile game industry with the concept of "no krypton gold"; The game needs to combine various strengths without over-honing; The game will once again make MMOs a great existence, realizing the martial arts dream of 660 million mobile phones. Every promise is powerful enough to shake the entire industry.
Pig-killing content drainage makes countless promises that cannot be fulfilled.
It is claimed that the game is not krypton gold, but in fact, it is forced to the extent of horror, and in terms of the training fee of the game studio, the monthly fee has been as high as 1500 yuan. The so-called "no krypton gold" is also a set of hat-tricks, originally in the game's business model setting, active low-krypton players are high-consumption players' "game content", this "game content" is not only "combat power", but also includes the social status in the game. Now into the cold water mobile game, as long as you are willing to pay, you will get the rare glory of the full server, become the big guy that everyone worships in the player, is this utilitarian hierarchical setting more friendly than the "combat power" strength to low-krypton players or "leopard head 0 rush"? Not really, but like a return to feudal society!
Stepping on high and demeaning topic hype, so that a dream of rivers and lakes, Qiannu ghost, and heavenly oracle have started crazy marketing.
From the quiet years of the past, to today's crazy literature, and even within NetEase games, there has been an unspoken rule, who can not spend money on hot searches, who is the strongest marketing. In order to retain players and increase topicality, the operation style of internal MMO products has changed suddenly, not afraid that you will go crazy, but afraid that you are not crazy enough! And for players, it is not a face-saving thing to turn the official microbian into a conspicuous bag - even greetings have become, "You also play NetEase's crazy games?" And this marketing method, the word-of-mouth backlash caused by it is also more serious, in the reverse water cold mobile game super talk, the feedback of players can be seen.
The trust overdraft of killing chickens and eggs, and ultimately shortening the life of NetEase games, is the lifespan of NetEase games. The failure of a product will not plunge NetEase Games into crisis, but the Waterloo of players' reputation makes NetEase Games lose part of the market forever.
In the dead cycle of anti-water cold mobile games, hype-anti-hype-anti-engulfment, all overdrafts are the word-of-mouth and player confidence accumulated by NetEase Games over the years, and today's NetEase has internal and external troubles, the proportion of internal game revenue is getting higher and higher, and there is a lack of the next flag-carrying product, and even a large number of personnel losses, the external face of the competitive threat of other game manufacturers, and the continuous innovation of products.
Ding Lei's personal handsome egg boy party may be his attitude to investors. On the other hand, the mobile game against the water and cold ignored the rules of the game, overdrawn NetEase Games in the next ten years on the launch of a new game, ignoring laws and regulations, and continuing to step on the red line.
In the brutal battlefield of business competition, the fate of large companies is always uncertain. Like the cycle of fate, sometimes these giants fall.
NetEase Games was also once the leader in the industry, and in recent years, we have had to face the reality of NetEase Games' weakness. We still remember how many excellent products that NetEase Games has launched have accompanied our growth and spanned our youth.
The answer is so clear! What needs to leave the market is not NetEase games, but mobile games against the cold!