Nearly 10 months after its launch, NetEase's "Against the Cold" mobile game has completely become a "rigid need" in the MMO circle.
By any measure, the game's results are incredible. It can not only break through 50 million online users within 45 days of its launch, continue to dominate the game list of major app stores, but also become a frequent visitor to Weibo hot searches, with 1.46 billion views and 1.926 million discussions on just a big topic of "#逆水寒手游#".
What's even more excessive is that it firmly occupies the ecological niche of martial arts MMO, and the overall revenue is more than that of other MMOs combined, and even directly out of the circle, as long as a new game is launched, it will inevitably be pulled by players to compare with the mobile game "Against the Cold".
And the results of the comparison are still very "cruel", in the words of players, in the current and foreseeable future, the mobile game "Against the Cold" is a unique existence, "there is no meal replacement on the whole network".
In the game circle, there is no precedent in the history of a game that is full of topics, bursting with national character, amazing ability to attract money, and has no followers. Successful products such as "Honor of Kings" or "Genshin Impact" have a steady stream of competitors in the market segment, but the mobile game "Against the Cold" is an isolated case.
Why is this happening? It's very simple to say that the MMO games of the past were "too MMO".
Before the mobile game "Against the Cold", what was our impression of MMO like? It must be inseparable from keywords such as liver and krypton, clocking in to work, and mandatory daily life.
In the past ten years, MMOs have been maintained by numerical drives, in order to make players' roles appear "stronger", developers will continue to come up with new combat power systems to force players to kryptonite, and then symbolically stuff some rewards into the daily and weekly activities that must be done, so that players can only spend a lot of time every day to do boring content to obtain resources in order not to fall behind. The whole game experience is more like endless painful inertia.
The mobile game "Against the Cold" directly gave up the business logic of numerical payment, which seemed to have been successfully verified by the market, and truly achieved easy play without liver, krypton, and volume. The game does not sell values at all, the combat power system is extremely simplified and the income adopts the strategy of "different paths to the same end", players do not need to go to work every day, as long as they do what they like, they can get all the rewards after the Qingya book is completed in five minutes every day.
The problem of PVP being bullied and PVE not being able to beat in normal games simply doesn't happen here - PVP uses a fair mode, and you can completely give up and not play without losing anything. In terms of PVE, there is an AI teammate this kind of fairy setting.,You can't enter the group if you don't have experience.,Follow the AI daddy and shout 666 to open the box.,Anyway, you'll be able to graduate before the end of the season.。
What's even more outrageous is that on the basis of doing a good job in the experience, the mobile game "Against the Cold" also clarifies the idea of "price war". As the only krypton content in the game, the fashion appearance has been officially hit to an outrageous extent of 288 caps, and the lowest is only 6 yuan, and players will be given half-price coupons or large jade vouchers in ten days and half a month, making buying a new set of fashion in the game a matter that can be done for a few dollars.
In this case, tens of millions of players willingly pay for the game and enjoy it. And this is also the most clever part of the mobile game "Against the Cold".
If the payment of "not selling values" of the mobile game "Against the Cold" is a big gamble, then its price war is the act of flipping the table after winning the bet - on the basis of ensuring that it has the greatest first-mover advantage, it has achieved the profit margin of fashion appearance to the extent that only its own user volume can maintain, so that even if the game manufacturer is willing to follow its own learning, it has to face higher R&D investment, longer time cost, greater risk and "lackluster" profits.
In this case, the mobile game "Against the Cold" has become an existence that cannot be replaced in its own price range and ecological niche, just like "Coca-Cola" in the beverage industry.
As long as the mobile game "Against the Cold" can adhere to its strategy of high quality, low price, and multiple benefits, then it is a "just need" in the entire MMO circle.
And if there are manufacturers who are dissatisfied with this situation, they can only blame themselves for why they didn't think of doing a good job in user experience and being the market pioneer who took the lead in realizing that players "don't liver, don't krypton, and don't roll", right?