Today, the WeChat Open Class IAA Mini Game Session was held in Wuhan. According to the WeChat Mini Games team, in the first quarter of 2024, the daily activity of Mini Games will increase by 20% year-on-year, the monthly active users of IAA Mini Games will be 500 million, the advertisers will increase by 35% year-on-year, and the traffic owners will increase by 15%. With the continuous growth of IAA Mini Games, it is expected that the total commercial volume of IAA Mini Games will exceed 10 billion in 24 years.
In addition, in response to developers' questions in terms of content gameplay, game operation, user experience, advertising, commercial returns, etc., the WeChat Mini Game and WeChat Advertising team also answered questions for the majority of developers through official sharing. Excellent developer teams of mini games such as "Super Decompression Pavilion" and "Snake Endless Battle" also shared their successful experiences.
01
IAA mini game monthly active 500 million,
More than 400,000 developers entered
Since the launch of the mini game "Jump a Jump" in 2017, WeChat mini games have maintained rapid development. According to public data at the 2023 WeChat Mini Game Developer Conference, the number of developers working in WeChat Mini Games exceeds 300,000. In this WeChat open class, the WeChat team announced that the number of mini game developers has accumulated more than 400,000, an increase of 10w compared with last year, of which more than 8 percent are small teams with less than 30 people, and most of them are IAA mini game developers.
At present, the entire WeChat Mini Game user group still has a strong demand for IAA Mini Games, which contains huge business opportunities. The platform hopes to work with many developers to give full play to their creativity in the ecology of mini games and make creation generate more value.
Li Qing, a lecturer of WeChat open class, said: Creativity is still very important to make IAA games on the small game platform, and the efficient communication of small teams is often easier to stimulate the creativity of the team. A mini-game that is loved by users must have its own characteristics in terms of gameplay, socialization, IP, etc., and user interaction, so if you have the above four longboards, even non-game teams can try IAA mini-games. At the same time, it is recommended that small teams can give full play to their own advantages and integrate the team's temperament into their own works.
02
Match-3 has become popular for all ages,
Rich audiences in various categories
According to Xue Feidan, a lecturer of WeChat open class, from the perspective of WeChat mini game user habits, the overall stickiness is increasing. The average game time per capita in the IAA mini games and mixed games market reached 1 hour, and the active 7 remained at more than 60%.
Through research, the platform found that there are obvious differences in category preferences between male users and female users. Among female users, young people are keen to solve puzzles, find faults and simulate business with puzzles, and match-3 is a popular category covering all ages. For male users, the accepted categories are more abundant. In addition to unisex puzzle solving and finding faults, young male users like categories that are challenging to operate such as io and action shooting. Older male users are more willing to try strategies, simulations and other categories. Older male users have a soft spot for answering questions, which is an important way for them to spend their daily pastime.
03
The ability to share posters is fully open,
The CPS cooperation model reduces the cost of promotion for developers
With the help of WeChat's unique ecosystem, making good use of sharing has become the key point in the development of WeChat Mini Games. Huang Mingxing, a lecturer of WeChat open class, said that through the research and analysis of Mini Game users, the platform found that users who start Mini Games from sessions have several characteristics: the average time of the game is long, there are many active users, and the next day retention rate is high, which shows that session sharing is a high-quality active scene.
At the same time, the WeChat Mini Game team has launched a new sharing carrier on the basis of the original Mini Game card sharing, and has added the ability to share posters and has been fully opened.
Compared with the original card, the poster has several advantages: first, it can provide a larger display area, display more and richer content, make it easier for users to understand the game content, and promote interaction. At the same time, the poster also provides a quick and direct entrance to the mini game, so that users can quickly launch the game after understanding the content. Third, it can also make it more convenient to display users' DIY content, such as sharing achievements based on player identity, showing off props, etc., so that the shared content is more exclusive.
In order to better encourage developers to use it, the platform has launched a registered advertising incentive, during the activity period, registered users who reach a certain level through poster sharing can get advertising incentives, up to 15W, which can be used for advertising.
At the same time, after the official launch of the CPS cooperation model at the beginning of this year, developers can sign a contract to join the CPS cooperation at a low cost with one click as long as they prepare the basic game materials. There is no need to invest a budget in the process of cooperation, and it will be automatically settled when there is a turnover, and there will be no fees when there is no turnover, which greatly reduces the early cost of developers.
Through the cooperation of CPS, the game can be recommended and exposed in scenarios such as video accounts, live broadcasts, mini program discovery, and applications outside WeChat. In the future, CPS promotion will be extended to more scenarios.
04
IAA.
Live streaming will become an important growth method for IAA Mini Games
IAA Mini Games are mainly monetized through advertising, and the WeChat Mini Game ecosystem has the characteristics of decentralization and social attributes, and advertising buying and sharing fission are the most important user sources in the market, but different game attributes will have obvious emphasis.
At the open class, the WeChat advertising team dismantled and introduced advertising revenue and user growth. According to the sharing of the WeChat advertising team, in 2024, the user monetization ARPU of the WeChat Mini Game advertising market will increase by 25%, the number of traffic owners will increase by 15%, and the purchase consumption will double, while the platform provides convenient and rich advertising component capabilities.
In just one quarter, we have observed the rapid growth of IAA live broadcast views, with high-quality live broadcast rooms exceeding 10w views, and categories such as finding faults and brain holes inspiring new vitality with live broadcasts, with a significant increase in the daily activity of games and a significant increase in monetization flow.
In terms of advertising sharing, as long as the game accumulates 3k user >, developers can access components to obtain monetization revenue, and developers get 50% of the settlement share. In the near term, earnings settlement efficiency will be shortened, from 33 days to 13 days. At the same time, if the game is advertised, you can also enjoy the traffic main incentive policy.
For registered users who are active for ≥ 5 minutes from Tencent Ads, an additional 40% of the advertising bonus will be awarded for the 30-day turnover, and an additional 10% will be awarded for the 31-90 day turnover. This year, on top of that, we've also implemented incentives for users who redirect to external apps. Through these incentives, the platform hopes to pay more attention to the long-term in IAA games and let users stay. As long as you can create better game content and impress users to retain it in the long run, you will get more incentive benefits.
In addition, WeChat Ads has also made service upgrades to the Preferred Plan. In terms of product selection, we will continue to encourage high-quality products, and strengthen cooperation with creative gameplay games with an ROI of 1.4 on the 30th, and long-term operational games with an ROI of 0.9 on the 30th and 10% retention on the 14th. At the same time, it supports generation testing services for potential new games to accelerate the verification of game ROI. In addition, the platform also provides a package of multi-launch capabilities, supporting developers to self-invest through multiple channels and expand the scale of popular models.