Since the public beta on June 30, 2023, NetEase's mobile game "Against the Cold" has rewritten the pattern of China's gaming industry with incredible performance.
Before it, MMO has always been a "non-mainstream" type in the mobile game industry, and the impression of public players on this kind of game that has been too mature can be simply planned as "liver and krypton", "crazy cutting leeks", a new game is not in the smoke for two or three months is not a trace, and the vast majority of young people will not take a look at MMO at all.
After the launch of the mobile game "Against the Cold", MMO has become the latest "outlet" in the game circle, and the number of new game projects has increased exponentially, and the situation is so abnormal that MMO old players are muttering: The sky has changed.
What's interesting is that no matter how it changes, the mobile game "Against the Cold" is indeed the only "ceiling" level existence, and it is exaggerated to the extent that dozens of games under him are tied together, and they can't compete with it in terms of data receivable.
At this point, we can't help but ask: is it the mobile game "Against the Cold" that has made MMOs great again, or is it just an "individual case" that cannot be replicated?
In fact, it's both.
When it comes to why the mobile game "Against the Cold" can be successful, different players have different answers. Some people will say that it really doesn't take care of civilian players too much, some people praise its casual gameplay rhythm for working parties, some people like the super comfortable experience brought by intelligent NPCs, so that they can enjoy the fun of MMO even as a lone wolf, and some people lament that the game's fashion appearance is too cheap for them to resist at all......
The advantages that you see in the mobile game "Against the Cold" are the specific reasons why it has swept the gaming circle in the past ten months.
But the important thing is that these specific advantages are built on the basis of a complete and firm concept - to turn the original numerical driven into a pure service driven, do our best to attract more players with a better experience, and achieve the business appeal of small payment on the basis of a large number of users.
Frankly speaking, there has never been a "secret that cannot be told" in the mobile game "Against the Cold", and all its mechanics and rules are spread out for players to judge for themselves. After the game was launched, the only thing to do was to continuously enhance the content that was popular with players, and then use more radical updates and iterations to meet the increasing new needs of players, serve as many people as possible, and maintain their huge user base.
And precisely so, its success cannot be replicated.
If you want to make a game as successful as the mobile game Against the Cold, you have to build on its continuous evolution and do it better in less time, good enough to shake its increasingly solid foundation, and then have some license to "take its place".
It's a fantasy.
Rather than copying a mobile game of "Against the Cold", it is better to see how its appearance has affected the gaming industry.
In the words of players - the mobile game "Against the Cold" is a major progress in the market, a process of eliminating bad coins with good coins, and a good thing for all players. In the future, all the MMOs in the future, may not only be MMO games, and it will not be so easy to cut players easily.
From this point of view, the mobile game "Against the Cold" not only subverted the MMO, but also saved 600 million mobile gamers, giving them a better sample of what the service standard of a successful game can reach.
For that alone, it's enough to leave a strong mark on the history of Chinese games, isn't it?