Many players may not know that this year, the version number has been reposted until now, and Tencent has not received a single version number for more than half a year, as if it is very miserable. Even Boss Ma himself said that his performance is not as prominent as the lumbar disc.
Do you think Lao Ma is going to lose money again? It's not at all. Tencent seems to be miserable on the surface, but it's actually a smirk in its heart. Because the three brothers in League of Legends mobile game, namely LoL mobile game, Jinshaoshao and e-sports manager, their income far exceeded expectations.
I looked at the data. Since its launch, the iOS platform alone has made $600 million in China (about 4.3 billion yuan). Each of them took turns to enter the top three of the best-selling list, helped Tencent dominate the list many times, leaving the pig factory behind.
So the question is, League of Legends used to be a style of sharpening one sword for ten years, why now it takes out three powerful tools to attract money in one breath? Behind these three brothers, what kind of game does Tencent and and have?
"Fist of fearlessness"
Everyone knows that Tencent game empire has three major aces in the era of PC games, DNF, CF and LOL. Although LoL is the latest among the three, it is the most valued by Tencent.
On the surface, LoL has gathered many halos. The leader in e-sports is easy to speculate on concepts, has a good reputation for fair competition, and is updated diligently. But I secretly tell you that what Tencent values most is 100% controlling stake in Riot.
Let’s compare the other two undescendants: DNF was affected by the sales of its parent company in South Korea, and R&D personnel ran away and revenue fell, so Tencent could only play a bad job together; CF was also very fickle, and she was in line with Tencent, and she had to hook up with Jiucheng in her early years.
Therefore, just like children with good grades, they can do their best to play with their fists and learn Blizzard for ten years. I didn't see the new game, but instead became a music company that was delayed by the game. So far, nearly 300 original music works have been released.
. Tencent, seeing that the Riot has not been shipped, can only think of all kinds of tricks to make money. For example, I once directed LoL users everywhere and advertised other games on the client; or found another successor, hoping to generate revenue through other MOBA. Once the fist protests, Tencent can only follow. All super heroes can be refrigerated when they are brought, and the gods will go bankrupt without public beta, and they will all be sent to the cold palace.
But in the era of mobile games, just like WeChat becoming a ticket to the mobile Internet, Tencent urgently needs a MOBA mobile game to continue its dominance. At this time, there is vanity abroad and a battle of freedom in China, and it is imminent to release LoL mobile games.
However, the fist is still slow and slow. Others are doing it in a vivid and vivid way, and he is not panicked at all. Holding the top IP of LoL, I made a casual game.
Seeing that I couldn’t help my fist, Tencent simply discussed with Fist, would I win if I could make a MOBA mobile game myself? At this time, Riot looked down on mobile games at all. After thinking: What fun can be fun to rub glass, he agreed.
Hearing the fist, Tencent immediately pulled Tianmei Photons and finally raised the " King of Glory ". What Riot never expected was that the little brother who looked down on him became a fatal threat. In 2020, the iOS platform Honor of Kings earned $2.5 billion, far exceeding League of Legends. "
At this point, the offensive and defensive form has completely reversed. The fist was calm on the surface, but he was panicked in his heart: Honor of Kings is yyds, so I will become the god of going down the mountain?
rushed to catch up, and then fist was forced to make a fuss. Under the urgency of the situation, the fist began to work hard. As soon as the King of Kings came out in 2016, the fist immediately invited the master Daniel Wu, who is handsome and understands mobile games. It doesn't matter if he falls behind temporarily. The day when the broken sword is recast, the knight will return At that time.
and Tencent, when I saw that Fist finally realized, I was overjoyed and began to rush. Haven’t made a mobile game before? It doesn’t matter. I’ll give you the strongest teammate Photon. Not only is it capable, I also feel so excited that I’m defeated by Tianmei. I’m very motivated.
, just like that, Fist has been silently tidied for three years. As soon as the three-year period arrived, the firepower was immediately opened, and three mobile game products were launched one after another - LoL mobile game, LoL card, and Genting Yi mobile game.
So, under the halo of the number one MOBA in the PC game, is LoL's mobile game products firmly winning? The answer is very surprising. Before several games entered China, they first slammed the streets around the world.
, the big brother LoL mobile game, which has attracted worldwide attention, has only been online for more than a month and has failed in Southeast Asia, which was first released. It ranked more than 100 in Malaysia and Indonesia . To this day, he is still beaten by another game called " Endless duel " along with the overseas version of Good Brothers Honor of Kings. In the base camp, South Korea, the average best-selling list is only around 50. Brazil, which is the most high-selling game, ranks only 20.
, and the second brother's card mobile game LOR, its income and popularity are completely different from Hearthstone. Many viewers may not have heard of it. There is also my brother, the Genting Games, and the response is also very average. Basically, only Koreans are playing overseas.
I looked at the data. In 16 months, these three mobile games have only earned US$100 million overseas. What is the concept of US$100 million? Even the monthly income of Honor of Kings is less than a fraction of the month during the Spring Festival, so I can only say that it is really miserable.
Tencent took over and even gradually controlled
After several shameful defeats, the fist was fucked and silent. At this time, Tencent had a small plan in his mind: in the past, LoL PC games could only follow, but now the only mobile game is left in China. Can we take the opportunity to further lead the operation and promotion and gain the right to speak?
For this purpose, Tencent has tried its best. First of all, it is promotion. Even if the animated two-city battle that has been sharpened for six years is done, it will be dragged on first. When the LoL mobile game is on the Chinese server, it will be released to improve its reputation and protect it.
is the second one. I know a Malaysian League of Legends up master who is now in the national server. He said that the inspector system, reputation system, and full-frequency chat of the national server are currently exclusive to the national server, and foreigners are very envious. Even passers-by can see the difference between domestic and foreign countries. Every time a new hero appears, the international server will post a 2-minute video, but there are a lot of teaching in China, and the lectures are very detailed.
Of course, the old capitalist Tencent has done so much, and in the end it is paving the way for commercialization.
Originally, LoL mobile game international servers, their skins were basically sold directly, Tencent shook her head after seeing it. Once the Chinese server comes, the price increase operation of replica PC games is just a basic skill, and the lottery treasure chest is the real skill. The latest Crystal Rose Lottery has a guaranteed price of more than 1,000; the same is true for Genting Games, a small hero has a guaranteed guarantee of nearly 2,100 yuan to draw cards.
Under Tencent’s fierce offensive, Chinese players can only pay for money obediently. As soon as the national server was launched, LoL mobile game revenue reached 17 times that of last month. The money spent in China in one month exceeds the total of the history of overseas players in one year. I would like to ask you whether it is outrageous.
More importantly, Tencent’s ambition is not just operational promotion. Tencent’s real purpose is to intervene in research and development and modify games. To this end, Shanghai established a Riot China R&D Center last year, and this year it was upgraded to a studio group to further lead the research and development of LoL mobile game products.
like LoL mobile games, recently tested the phonetics of the battle report, proficiency limits, and split scores. People who have played pesticides can immediately notice the full sense of déjà vu. I wonder if you can accept this approach of introducing existing experience into LoL mobile games?
also took advantage of the suspension of domestic version numbers, and the Genting Tactics mobile game could not be entered. Tencent "justified" to engage in the battle of special gold shovels for the national server, and took the opportunity to cut it with the PC side, and there was no interoperability or something. In the end, I made money and made sluggish things. I was basically in the top 20 best-selling list for a year, which is even better than LoL mobile games.
As for the e-sports manager, it is the real Chinese customized model. E-sports has always had a problem, that is, the fan economy cannot be directly monetized, and it has to be transferred through sponsorship and advertising fees.
" But the e-sports manager solved this problem once and for all. By selling player cards, the money that was originally not visible to e-sports became real money. The e-sports keyboard warriors in the forum post bar finally had a place to show their strength.
Recently, I watched LoL competitions and were crazy about advertising for e-sports managers. No matter which team wins, Tencent won. Just like this S12, RNG successfully advanced with a wave of Tianxiu operation by Breathing Brother. After that, the e-sports manager of League of Legends updated the World Championship version, and Brother Hub's score changed from 78 to 89, and immediately realized traffic monetization.
and income also determines the right to speak. Nowadays, more and more teams in the competition area have joined e-sports managers, and they will hold global competitions next. Tencent’s control over LoL IP has been significantly improved to a higher level.
As for the future, it is not only LOL mobile games, Genting Games, and LOL e-sports managers. The person in charge of the Riot Studio Group recently expressed that he hopes to develop native original games in China and is optimistic about the card and SLG categories.
I will translate it for you, which means what type of mobile game makes money in China, and what LoL will do next. For Tencent, relying on IP copying popular gameplay to make mobile games has become the most valuable place for LoL.
Indeed, from a business perspective, Tencent has "save" the mobile game of League of Legends and has given him a bright future. But is this really what LoL fans expect from this brand? Is making a lot of money in China really equal to the next success of the LOL brand?
