What kind of height can it impact in the Chinese market?
Editor’s note: This article is from WeChat public account “Game Grape” (ID: youxiputao ), the author of the heart of the dragon.
In the past year, the rise of ultra-casual games has started a lot of traditional casual games. But for individual games, they don’t seem to be affected too much.
In May this year, Apptopia said in a data report that five games have been among the top 10 global downloads for two consecutive years, including the “Teaching Tom Cat”, which has been operating for nearly 10 years. Recently, its developer Outfit7 said at the 10th anniversary conference that the global download of the talked Tom Cat (hereinafter referred to as “Tom Cat”) IP series game exceeded 10 billion times.
And yesterday (September 27th), another new series of this series, and also the 2019 Outfit7 global online Tomcat IP game “Tom Cat Hyun Run” officially landed in the Android channel in China.
In June of this year, “Tom Cat Hyun Run” once took the lead in the global market, and won the top 10 of the 96 countries iOS action games free list Top 10, 112 countries iOS casual games free list Top 10. In addition, in the App Annie index in June, “Tom Cat Run” ranked 8th in the global iOS & Google Play download. As of September, Tom Cat has ran a total of more than 75 million downloads worldwide, with a maximum of 65%, and more than 24 million monthly users.
After the online iOS market in the same period, “Tom Cat Hyun Run” also got the highest 4th place in the free list. After getting the version number, the game was able to enter the domestic Android market and achieved a new record of over 1 million on the first day.
This game also continues the IP game’s main parkour gameplay. Objectively speaking, the fault tolerance rate of this choice is higher, and the developer Outfit7 is playing in the same category.The test is more comprehensive, but it is undeniable that they will also face the competitive pressure brought by the market and its predecessors. So what does “Tom Cat Run” get the above market results? On the other hand, since the global detonation in 2010, Tom Cat IP has been in development for nearly 10 years. What is it now? How much does it break the market capital?
With casual parkour,
Tom Cat IP hits the domestic market again
“Tom Cat Hyun Run” while retaining the shadow of the same name IP Parkour game “Tom Cat Parkour”, also made a lot of optimization from the gameplay, the screen.
No matter the game mode or the operation skills, “Tom Cat Run” is not fundamentally different from IP type products. In-game players need to constantly collect gold coins and use obstacles such as flipping and squatting to avoid obstacles and let them move further distances. In the process, the character also collects auxiliary props such as shields and magnets.
Not limited to the road itself, snow, tropical beaches, and skyscrapers are all available for parkour, and the game makes the most of the space.
The difference is that the Tom cat in this work can not only avoid, but also actively collide and attack the raccoon along the way. Under certain special conditions, such as falling from a high altitude or hitting a giant raccoon, Tom Cat can also cause AOE damage.
The raccoon that was defeated was used for the opening of the treasure chest after the level was over. For example, in the early stage, 50 raccoons can be exchanged for a treasure chest, and coins, diamonds, equipment and other props are opened. On the other hand, gold coins and diamonds can be used to build and unlock new scenes, and the parkour experience is improved.
In order to alleviate the boring feeling caused by the endless parkour gameplay, the game randomly set up tasks, such as using snowballs to destroy xx obstacles and completing x-building maintenance, thereby enhancing the player’s power and enhancing the sense of purpose.
In addition, the Tomcats themselves are also part of the game. By unpacking, players can unlock more gear and accessories, and as the story progresses, they can unlock new characters. From the perspective of Tom’s cat IP, they have the five family characters of Tom, Hank, Angela, Ginger, and Dog, so the game just took advantage of it.
From the overall experience point of view, the current loop system built by the game is not complicated. Players accumulate raccoons through parkour, which are used to unlock treasure chests. Gold coins from treasure chests can be used to repair buildings, and new buildings are converted into new parkour tracks. The addition of Tomcat’s gameplay and mission system to a certain extent makes the content of this system more fulfilling.
Of course, the question of whether the treasure chest unlock time is too long is also discussed at the player level. As shown in the figure below, the initial out-of-box cooling time is often several hours, and the content consumption rate is slowed down. How to ensure that players have enough login power for a long time will be a challenge for the game.
For the developer Outfit7, “Tom Cat Run” is not their first, and the future may not be the last parkour game. Faced with the question of how to do a long line of IP, Outfit7 gave the answer in the past ten years.
On the Tom Cat IP, Outfit7 is 10 years
In the game market, manufacturers who are willing to grind a sword for ten years are rare. Outfit7 is an exception. Before the Tom Cat Hyun Run, the manufacturer has developed 22 Tom Cat IP mobile games in the past 10 years.
In 2010, they relied onThe Talking Tom Cat is the first to open the market. The in-game character repeats the player’s discourse, and the design that responds differently to the touch has been favored by players around the world, and also provides direction for the follow-up creation of the R&D team. Since then, “Talking Angela” has been launched, which has been further welcomed by female users. In the first five years, the 15 series of applications of “Talking Tom Cat and His Friends” have received 3 billion downloads worldwide. According to the “Google Play 10 Years Data Overview” published by App Annie, “Talking Tom Cat” ranks third in the world.
In 2016, Outfit7 developed a class of running cool, and the test of water “Tom Cat Parkour” ranked Top 5 in the iOS&Google Play global comprehensive download list, surpassing the “Talking Tom Cat”. This product also paved the way for the launch of more derivative games.
In 2017-2018, the Outfit7 IP extension strategy was accelerated, and the products such as “Tom Cat Water Park”, “Tom Cat Run”, “Tom Cat Bouncing” and “Tom Cat Stacked Cake” were born. Strategy, elimination, parkour, puzzle, shooting and other categories.
These layouts also bring them together to a diverse group of users of different ages and preferences. Outfit7 ranks fourth in terms of voodoo, Ubisoft and Tencent in the 2018 annual publishing company download ranking published by App Annie.
In the past 10 years, Tom Cat IP has received more than 10 billion downloads worldwide, as well as monthly activities of 370 million and daily activities exceeding 50 million. After entering 2019, Outfit7 only released the “Tom Cat Hyun Run” work, and it still belongs to the excavation of the existing parkour market, as to what speed will be expanded in other categories in the future. It will be a highlight of Outfit7.
Behind Outfit7, also has a Chinese company to help Tom Cat IP
As a publisher of games in the domestic market, Jinke Culture spent 7.3 billion to acquire Outfit7 in 2017. This acquisition is on the one hand for Outift7.