In the summer vacation file where the new products are flying, a "lion" is killed halfway.
Many readers may have discovered the new trend on today's iOS list: "Beast Lords: New World", a real-life animal-themed SLG product published by Gluttony Games and developed by JINGHE Interactive Entertainment, opened its open beta today, and immediately rushed to the top 1 position on the iOS free list with a bang.
The breakout of this product is not unexpected. GameLook has previously focused on the excellent performance of its online reservation period - at that time, it topped the TapTap reservation list, and the first 100,000 places were sold out in a short period of time. The overseas version of "Beast Lord: The New Land" landed in dozens of countries and regions last year, earning nearly 100 million annual turnover, and exceeded the 10 million revenue mark in February this year.
Now, "Beast Lords: New World" has successfully withstood the fierce competition in the summer file, and once again achieved a good start, achieving "both domestic and overseas flowering" in one fell swoop.
After witnessing the success of Beast Lords: New World, it was only natural that our eyes were drawn to the games behind it. According to conventional cognition, in the SLG track, the online performance of a product depends heavily on the ability reserve of the distribution side. But looking back at the past product history of greedy games, this company is not only not an "SLG" veteran, but "Beast Lords: New World" is also one of the pioneers of its breakthrough in this unfamiliar field.
Who knew that this breakthrough would break out a highlight case. In recent years, the company has continued to strive to break out of its "comfort zone" and move towards a new stage of organic development with category diversification and globalization. And on its report card, such as "Beast Lord: New World", products from new categories and new fields are gradually increasing. One successful case after another continues to reshape the outside world's previous perception of greedy games.
Linkage with the "Beast Lord" Tengger to create a "new generation of SLG" that breaks the circle of the whole network?
At the moment in 2024, it is often said in the industry that it is difficult for SLG products to break through and issue them. However, the root cause is not that players' interest in SLG products has waned, but that the problem comes more from the supply side of new products: there are a large number of manufacturers who are unwilling to break away from the old success path and challenge the new content paradigm, resulting in a high degree of homogeneity of products in the track. And this competitive pattern just creates a breakthrough space for "Beast Lords: New World", which is "new" everywhere.
"Refreshing" is the first impression that most players have of the game. For example, in terms of subject matter, a large number of "safe card" products such as the Three Kingdoms, National Style, and Doomsday flooded the market, and the primeval forest theme of "Beast Lord: New World" is eye-catching. Previously, JINGHE Entertainment's "Little Ant Country" achieved a cumulative income of more than 2 billion, driving a wave of projects for real animal products. On top of that, Beast Lords: New World takes a unique look at the primeval jungle, allowing players to get a closer look at the beasts within.
Contemporary gamers generally grow up in reinforced concrete thickets, but modern cities can't suppress their strong yearning for the natural world. "Beast Lords: New World" brings players pandas, rhinos, bucks and other hundreds of rare animals that are rare in zoos, directly hitting the strong demand of young players for "seclusion". Many players said that observing the activities of various beasts in the game, living and exploring with them, let their tense nerves rarely relax. It can be said that "Beast Lords: New World", which hits this demand gap, has grabbed a rare pan-blue opportunity in this red sea-based market.
As a publisher, the greedy game, the early publicity and distribution methods are also constantly breaking the expectations of the new generation of users. "Isn't SLG supposed to be a spell for volume?" This stereotype is thrown aside this time. Based on the community where young users gather, Gluttony boldly explores diversified publicity methods, and uses various eye-catching and lively events to attract players to come and watch.
For example, on the day of its launch, the official account of "Beast Lord: New World" released the theme song of the same name of the game, inviting singer Tengger and Go player War Eagle to "live" together. The image of the rough uncle of the "Prairie Singer" Tengger, standing among a group of animals as the "Beast Lord", the main focus is the domineering beauty of a natural wild - who knows that in the next second, he will start to dance a demonic dance, and learn all kinds of animal sounds in his mouth, and the contrast between the front and back makes people happy.
War Eagle, a chess player who became popular at Station B with a cute image, is responsible for "playful and funny" this time. Visit the filming site of the MV and ask Tengger for the secret of imitating animal sounds. The interaction between the old and the young is interesting, and it also promotes the whole linkage activity to become a hot topic among the players of Station B.
In addition, Tengger also launched the Douyin challenge "Beast Lord Animal Call" for the whole people, inviting players to imitate animal calls and win massive rewards, and the company will also reach cooperation with KOLs on major platforms to feature beast videos with VR special effects, and widely spread the game's innovative, unique, fresh and natural cognition. It can be said that Gluttony has really dug deep into the young mind of "Beast Lord: New World" this time, and finally succeeded in blending with the new generation of user circles.
Continue to settle new tracks and firmly embark on the road of diversified development
In the capital market, where the "sword of Damocles" of profits hangs over the head, innovation and trial and error are not the norm in the industry. But in the case of Beast Lords: New World, Gluttony Games boldly invested a lot of resources into the game to explore a new direction for product development. The final best-selling results of the product show us that there is infinite potential in the innovation that dares to dare to fight.
Taking this representative case as a microcosm, the greedy game behind it is undergoing its own strategic transformation period. Taking 2023 as a turning point, the company has taken the initiative to attack the comfort zone of its business in the past two years, abandoning the single development model of maintaining individual head IPs, and actively seeking diversified business opportunities of "multi-point flowering".
For example, in the past, the company used to make the influence of its products sweep the country with its legendary big IP, and on its basis, Gluttony Games has begun to promote the layout of new IP categories in recent years, setting up more pillars for the company's revenue.
In 2024, a number of new IPs will begin to join the company's main lineup. As previously reported by GameLook, "Douluo Continent: Shrek Academy", which was released by Gluttony and adapted from the IP of the well-known online article "Douluo Continent", broke through as one of the hottest new products in the Spring Festival in February, with an estimated turnover of more than 100 million yuan in the first month, becoming another benchmark case of Gluttony's "big IP continuous building" strategy.
Douluo Continent: Shrek Academy
Finally, as in the case of Beast Lords: New World, in this article, the company continues to develop new business directions from a category perspective, in addition to solidifying its own MMO fundamentals. In its 2024 online lineup, SLG, casual, tower defense, trading cards (TCG) and other categories have been revealed.
On the road to challenge emerging fields, Gluttony has given full play to its previous capabilities and accumulation in product operation, user research, channel construction, etc., which have been verified by the domestic market for many years, and responded to unknown challenges in an orderly manner. The company is also actively developing new technical capabilities, such as launching an intelligent marketing platform based on AI large models, to continue to consolidate its development competitiveness.
New products such as "Douluo Continent: Shrek Academy" help greedy play win the love of more young users and open up new consumer markets. As its business expands, the company will undoubtedly continue to expand its user base, unlocking more monetization opportunities. Years from now, we may be witnessing the emergence of a new established publisher across multiple genres. While injecting new vitality into the game industry, Gluttony has also laid a solid foundation for its own younger and larger diversified development.
epilogue
Nine years after its establishment, today's greedy games have a stable flow of head IP and benchmark products, and the annual revenue scale is also quite impressive. The company could have lived in a warm comfort zone, but it still took the initiative to take a more difficult route and seek its own "secondary growth". This spirit of being prepared for danger in times of peace and taking precautions is a sign that a leading enterprise is truly moving towards maturity.
Throughout the ages, there have been many game companies that have been purged by the market trend because they are indulging in past development achievements. As the game market enters the stock competition, "slow progress and retreat" has become a cruel competitive status quo. Therefore, competitors who can stand at the top of this market will always walk on the road of challenging themselves.
From domestic to international, from a single category to diversified development, this road of upward development is rugged and winding, and it is by no means as easy as walking on the ground. And now, the continuous success of products such as "Douluo Dalu: Shrek Academy" and "Beast Lord: New World" gives us more certain hope for the development of this company. When we set sail and meet again in many years' time, the company will be able to show a new look from today.