Game Observation is a comprehensive analysis column for game products created by Game Daily . The content focuses on the performance of the game market and the expectations of new games. Combined with feedback from hundreds of millions of readers, it aims to provide the game industry with more diversified, more realistic and more reference information. If you have any suggestions or opinions you want to share, please feel free to communicate.
This issue of observation products: "Little Ant Country" (domestic)
"Little Ant Country" (domestic) developed by Xinghe Interactive Entertainment and distributed by Sanqi Interactive Entertainment was officially launched on September 24. This insect-themed domestic SLG product was launched on overseas markets last year (The Ants: Underground Kingdom) and has performed well in the United States, , Brazil, , Japan, South Korea and Southeast Asia.
It is understood that Sanqi Interactive Entertainment also adopted a high buying strategy in the SLG field in the release of "Little Ant Country". However, judging from the ranking, as of press time, this product ranked about 80th on the iOS best-selling list and about 30th in the strategy track. The performance of the list is not too impressive, and its subsequent market performance remains to be seen.
In order to better understand the current exploration ideas of "Little Ant Country" in the domestic market, this issue [Game Observation] we invited Reyun Data to analyze the buying volume and material status of Sanqi Interactive Entertainment's release of "Little Ant Country" in China.
Hot Cloud Data: is a third-party big data service provider focusing on mobile marketing. It has a CAS creative intelligent analysis system, including "Chinese version" and "Overseas version". The "Chinese version" supports three major industries: brand, games, and application, integrating 10,000+ monetized media, 110+ mainstream media and 30+ traffic media platforms in China, and collects advertising intelligence data of more than 1.5 billion. The "Overseas Edition" supports two major industries: gaming and application, covering 121 countries/regions, integrates 21 global mainstream media channels and 30,000+ advertising monetization media, and collects advertising intelligence data of more than 100 million.
[Game Observation] will be carried out in the form of content co-construction, and one focus product will be interpreted in each issue. We sincerely invite more relevant channel platforms focusing on game products to cooperate and construct content.
1. Buying volume analysis:
In the early days of "Little Ant Country" launch in China, Reyun Data conducted a specific analysis of its advertising delivery situation.
Hot Cloud Data According to the data performance of the C.A.S creative intelligent analysis system, from the top 10 creative groups launched by the domestic mobile game buying volume market in the early days of the launch of "Little Ant Country", it ranks fifth in all categories and first in the SLG sub-category. "Little Ant Country" adopted a very positive buying strategy in the first week of its release, and its investment ranking has steadily increased. It can be foreseeable that large-scale concentrated advertising before the National Day Golden Week will have a great help in the acquisition of new users.
From the perspective of the specific release trend of creative groups, the release strategy of "Little Ant Country" before and after its official launch is relatively clear. From September 1 to 5, low-key tests were conducted for small batches of materials, with the number of creative groups deployed at about 1,000 groups. The order of release was reduced from September 6 to 22, basically remaining below 500 groups. The volume started to rise rapidly on September 23, and the first small peak was reached on the day of its official launch on September 24, with the number of creative groups deployed at nearly 7,000 groups, and the peak buying volume reached on September 27, exceeding 9,300 groups.
From the delivery channel, the top 3 traffic platforms of "Little Ant Country" are Huge engine , Tencent advertising and Kuaishou advertising respectively. By comparing the traffic platforms before and after the launch of this game, Reyun Data found that before the launch, the proportion of Juliu Engine and Tencent Advertising exceeded 40%, and the values were not much different. However, after the official launch, game manufacturers significantly increased the proportion of Juliu Engine, accounting for more than 55%. Among them, Pangolin, Toutiao and Douyin were highly popular.
In terms of material type distribution, "Little Ant Country" has a big difference before and after its official launch, and the types of materials placed on Android and iOS are also different.Specifically, before it was launched, the proportion of video materials of "Little Ant Country" exceeded 90%, and the proportion of video materials on iOS was much higher than that on Android, and the difference between the two was close to 35%. After it was launched, the proportion of video materials decreased, with the ratio to image materials being about 8:2, and the proportion of video materials on Android has increased to a certain extent, and the difference between the two has narrowed to about 20%.
In addition, from the perspective of material layout, the proportion of vertical material before and after the launch of "Little Ant Country" has always been higher than that of banner material, but the proportion of vertical material after the launch of the official line has decreased slightly. Reyun data found that among the popular vertical frame materials, the "Toutiao" media still has obvious advantages, and Douyin, Toutiao, Xigua Video, Douyin Volcano Edition and other products performed more outstandingly.
2, material creative analysis
Hot cloud data compares the creative materials placed in China and overseas "Little Ant Country":
First of all, whether overseas or domestic, "3D realistic" and "one-to-one restoration" are the highlights of the material, intending to show the real ant world. Domestic and foreign materials use a large number of popular science real ant materials, attracting players' interest by listing a large number of ants species and survival habits. This type of material caters to the curiosity of the general users and has a great effect on the early absorption and user conversion.
Secondly, the core gameplay of this game is also the focus of domestic and foreign material releases. It has frequently appeared, but domestic materials are more inclined to the "strategic" display of this mobile game, focusing on magnificent pictures such as siege cities, laying troops, and annihilation of prey, focusing on the image of an ant colony; overseas materials are more "Buddhism" and more interesting, focusing on the reflection of the "cultivation" of ants, focusing on the continuous improvement of levels and values.
Again, from the perspective of the storyline and drama of the content served, domestic and foreign materials can be said to be in line with each other. There are a large number of scenes in the video materials where the ant tribe fights desperately with lizards, mantis, jumping spider, and other natural enemies, focusing on the super-burning scene where ants fight with the small and defeat the strong with the weak. This type of material gives players a strong sense of immersion by creating a tense atmosphere of confrontation between the two sides.
At the same time, there are also some storylines in the material that end with failure. The main purpose of this type of material is to stimulate players' desire to challenge and attract players to click to download the game.
Finally, based on the outstanding performance of "Little Ant Country" overseas, domestic materials also focused on overseas awards and player reputations to highlight the high quality of the game and enhance the psychological expectations and favorability of domestic players. Among them, the most frequently released game award is the 2021 Google Play Most Innovative Game Award, which won in Japan, South Korea and Southeast Asia, which is reflected in its unique competitive advantage in the overseas market.
3. Reyun data evaluation:
After many years of deep cultivation in the SLG field, Chinese manufacturers have developed a number of mobile games to shine in the global market and are well aware of the "pain points" and "sooth points" of such game players. The launch of the national server of "Little Ant Country" is a representative of the return of popular overseas mobile games.
Judging from the domestic advertising situation of "Little Ant Country", the early stage of its launch basically adhered to the "big and comprehensive" promotion and distribution strategy. It not only showed multiple small peaks at the level of the creative team, but also quickly seized the important marketing cycle on the eve of the National Day, but also covered many mainstream traffic platforms such as Toutiao, Tencent, and Kuaishou in the delivery channels, achieving "even-spreading". At the same time, Reyun Data found that from the comparison of various delivery data before and after the launch of "Little Ant Country", this mobile game can timely optimize the delivery strategy based on market feedback to continuously improve the conversion effect of users, which is worth learning from.
iOS best-selling list: presenting a high-concentration state
This week (1002-1009), a total of 13 products have entered the top 10 iOS best-selling list. The products that have been on the list for 7 consecutive days include " Honor of Kings ", " Peace Elite ", " Genshin Impact ", " Fantasy Westward Journey ", " Romance of the Three Kingdoms·Strategic Edition ", " League of Legends Mobile Game ", and " Diablo ". From the perspective of manufacturers, among the 13 products that have been on the top 10 iOS best-selling list this week, Tencent accounts for 7, NetEase accounts for 2, and other manufacturers all have 1. The specific situation on the list is as follows:
Overall, the iOS best-selling list during the National Day holiday showed a state of being highly concentrated in a few products.
It is worth noting on this list that "Cross Fire: Gunfighting King" under Tencent Games . The mobile game updated a new biochemical model on September 23, increasing the number of online users through the National Day login event, and released the top biochemical artifacts VEPR12-Zeus and Glock-Zeus's treasure hunting activities on October 4. The ranking of its iOS best-selling list has soared from outside the 30th place to the TOP3, and then firmly ranked among the top 10 iOS best-selling list this week.
New game preview (10.10-10.16)
Next week, there will be a total of 23 new games, test or online, involving China Mobile Games, Taomi Network, Bilibili games, Chuangmeng Tiandi , Square Enix and other major manufacturers, the following are products worth paying attention to:
Gem Stone Story : Ian's Stone
Introduction: a turn-based mobile game released by Bilibili. The new work of Gem Stone Tale IP continues the worldview of the "Gem Stone Tale" series, inherits the high-quality art of the previous work, has a unique cute healing style, strategic turn-based combat, and has casual hang-up gameplay. The main plot is mostly told in traditional animation, and each chapter has a "new episode" to achieve an adventure-style pursuit!
Seer plan
Introduction: The Seer IP innovation strategy RPG mobile game developed by Taomi Network. It has ups and downs, and the multi-line battle between 29 Sound Factory luxury voice actors, and super-burning comic-style skills animation and attribute skills.
Infinity
Introduction: Aojiao Studio's new work (the studio has a product " Horcrux Academy "), currently ranks 9th in the TapTap reservation list, focusing on the second-dimensional beauty girl card collection battle. The producer revealed that he intends to make all the battle portraits into dynamics, and this work will have a large number of characters borne from "Horcrux Academy".
Soul Street: Born to be the King
Introduction: China Mobile Games and Zhuoyou jointly released, online classic hot-blooded Chinese comic "Soul Street" comic + animation genuine authorization, new national trend will fight together action mobile games. The game supports online gameplay, explore different maps such as Yao Chong Ancient Town and Huang Erosion Ancient City in a 3-player team mode, and challenge various bosses such as Feng Wang, Long Lingfeng and Xiang Kunlun.
The legendary Hehe Island
Introduction: "The Legendary Hehe Island" is a national-style theme casual game developed by Ledo Game . The core gameplay is a classic three-in-one/five-in-two synthesis, which can unlock colorful characters and buildings. All items on the island can be placed at will.
TRIANGLE STRATEGY
Introduction: A turn-based war chess game produced and published by Square Enix. The magnificent legend of heroes will be presented with exquisite HD-2D pictures. The story stage is the war-torn continent of Nozeria, and players will have to make difficult choices.
