The dissatisfaction expressed by the players once and for all makes the stack of paper seem to be in precarious reputation in the market, but does this really affect the stacking paper?
Editor’s note: This article is from WeChat public account “Reading Entertainment” (ID :yiqiduyu), the author Lin not two sons.
The game production company’s stacking game, which once made “Love and Producer”, was recently hot searched by the player’s name, “Sparkle Warm”, which was launched this year. Searching for the item “Do you want to see the player as a person today?” It can also be seen that this company that has made a series of explosive mobile games has not been able to get much recognition from the players.
In fact, the player’s anger against the stack of paper has not stopped. In 2015, after four months of launching the company’s “Miracle Warm”, it was twice as popular as the players’ dissatisfaction with the return of the game activities. In the early 2018, it became the “love and producer”. “, although it hit a lot of people’s hearts, but it is also mixed, an apology has become the normal state of the game’s official account, and now the “warm” IP fourth work “Sparkling Warm”, the same two months after the launch It is because of the dissatisfaction with the sheet metal, the player resisted.
The dissatisfaction expressed by the player once and for all makes the stack of paper seem to be in precarious reputation in the market, but does this really affect the stacking paper?
Don’t lose the heart of the match,but the wallet is bulging
“warm” firstIn the market, or in 2012, Yao Runyi, who had not established a stacking game at that time, chose to dress up this niche area in order to avoid direct conflict with the products of the game makers. Warm Dress Up Story. Before the game went online, he expected to earn 10,000 pieces a month. As a result, the game was “a lot better than expected” after the game went live, which prompted him to continue to do the game of dressing up.
In 2013, he officially set up a 7-person team stacking game in Suzhou, and started to make “Warming Around the World” – another dress-up game that continued the warmth of the main characters, adding more The role has been based on the story world view, which makes the “warm” series second game has more playability than dressing up, but also made the game profitable in the first month of its launch in 2014.
The success of two consecutive dress-up games brought tangible benefits to the company. In addition to good commercial returns in the market, the company also completed the angel round investment from IDG in 2014, and this is also a stack of paper changes. s begin.
The first is the development of the new game “Miracle Warm”. The stack of papers has reconstructed a larger world view. The five major countries have fought for each time in order to compete for and protect a masterpiece. This makes the miracle warm. The story of Warm has become more entertaining, but it is followed by a competition of five clothing attributes corresponding to the five major countries, which makes the gameplay move toward data, that is, the goal of the player is to collect data. High clothing, and arbitrarily matched according to attributes, the final matching results are no longer related to beauty and ugliness, but everything is based on data.
This kind of advantage naturally enhances the player’s desire to collect, and stimulates the player to pay for the collection, but it weakens the clothing match.A sense of accomplishment. This is also the reason why “Miracle Warm” has been on the Weibo hot search for 5 months after the player finally couldn’t bear the rules of “winning the gold”.
However, despite the dissatisfaction of the “Miracle Warm”, the stack of papers ushered in 150 rounds of B-round financing at the end of 2015. Investors also included the CEO who just arrived at Station B and later promoted it. Chen Rui of the development of the B-station game business. The capital recognizes the ability of the paper to weaken the dressing to attract players to invest in money, and also makes the stack of papers continue to move towards the “no dress up” dressing game.
After more than a year of research and development and experimentation, in August 2019, the 3D version of “Sparkle Warm” was put on the paper. Compared with the image on the image, it has indeed been greatly improved, but in the clothing. The material is more perfunctory than “Miracle Warm”. The dress of the same model changed its color from a rare attribute to an extraordinary attribute. A large number of garments are color-changing treatments of the same model, which directly affects the fun of the player’s dress-up and matching experience.
At the same time, this work not only strengthens the data importance of clothing, but also adds the gameplay of card collection, that is, players not only collect clothing, but also collect cards with different attributes and different rarities. The higher score of the clothing match, which formed the “Sparkle Warm” became the basis of the hardest hit area of the sheet metal.
Because of the “growth and warmth” of “Sparkling Warmth”, there is a clear gap between the rich and the poor. In the B station, there are a number of videos with the title of “0氪” showing how much money they have collected. However, compared to this type of video, it is more to analyze the number of new activities and the value of the video, and the video playback is higher, which means that most of the “Glowing Warm” players are It tends to collect money, and the difference is only how much it costs.
Of course, in order to avoid being really pointed out that the game ignores the dressup, “Free Dress Up” and the photo-playing game are also set in “Sparkling Warm”, but because the gameplay has nothing to do with the main gameplay, and the costume material is too After perfunctory, I did not let “Sparkle Warm” once again have the sense of accomplishment with the costumes that the players experienced in “Warm Dress Up Story”..
Interestingly, “Sparkling Warm” has greatly weakened the clothing mix, but in exchange for a certain sense of “success.” According to the network information, “Sparkling Warm” has realized a flow of 400 million yuan in one month, which may once again reinforce the determination to “discard” the dressing.
Smart way of doing business, and a stack of paper players who are worse than fans
Since 2015, players have been dissatisfied with the unfair return of sheet metal work and the attraction of sheet metal, so why can stack papers go all the way? It should be noted that after years of development, the stacking paper team has expanded from 15 in 2014 to 600 in 2019, and since 2015 there has been no public financing information, which proves that the company’s game products bring A huge income.
In the view of reading entertainment, the stack of paper has not been “overturned”, because it has a strong means of operation.
It is undeniable that whether it is “Love and Producer” or “Sparkling Warm”, it does have certain playability itself, especially in the plot creation or the world view structure. Other women involved in the game, but to make these two games still able to maintain the attractiveness of the players to invest in the strong, can not be separated from the strategy of stacking paper in the operation of the game.
First of all, it is an apology and compensation.
In many game operations, players are often dissatisfied with the official situation. In card games, the game is basically focused on the return of sheet metal. Generally, companies with certain experience will choose to apologize to the player for the first time. Afterwards, they were given a certain amount of sheet metal compensation. When they reached the stack of paper, they took the trick to the extreme.
In April of this year, “Love and Producer” launched a new event, set a leaderboard for the four game actor, and divided the male actor according to the ranking level. This activity attracted strong dissatisfaction from the player. It is clearly an “love” object, but it has become an idol that needs to be hit, which is completely different from the original intention of the game. And in this event, the player also questioned the official robot account to brush the ticket, stimulating the player’s suspicion of playing the gold medal.
Therefore, after receiving the feedback from the players, the stack of papers issued four consecutive announcements through the official and microblog of the producer. Note that it is not an apology but a statement that there is no official robot account in the event and it is constantly in the statement. Increase compensation, but the activity continues. It can be said that the stack of paper cleverly hangsThe pole in front of the player is shortened, but the carrot is still not able to reach the neck and will always hang in front of the player.
The only apology was that before the event went live, in order to make up for the delay in the player game, two waves of compensation and apologize were given continuously. This is the highlight of the stack. Before the event is launched, a certain amount of “funding” is given, so that the player can feel the thrill of hitting the list after the event is launched, so as to attract players to continue to pay for the gold, and only give a little favor after the event occurs. Not adjusting the activity to attract the essence of the sheet metal, but it has ruined the player’s anger, which is the wisdom of a mobile game.
In addition to the combination of apology and compensation after the event has occurred, another operational capability of stacking paper is to continuously think of new activities to stimulate user bonuses.
On August 22, 16 days after the launch of “Sparkling Warm”, a new event set was launched. In less than 20 days, a big update was launched on September 10, and 14 days later, September 24 was again. A big event started, three activities were launched online in a month and a month, and the gameplay was different. It took a lot of effort to know how much paper was spent.
At the same time, the amount of gold in the market has a strong correlation with these activities. From the following figure, the data of “Sparkling Warm” in the IOS-end game bestseller list, the rise of each line is big. The time of the event update, including the last time on October 15th, which was not mentioned in the previous article, rushed to the eighth place in the bestseller list. It was also the game that the new package was launched. It can be seen that although many players are dissatisfied with the game, as long as the event is out, it will inevitably be “true incense.”
In fact, the players in the stack of paper have the meaning of the development of the game, but also let the entertainment enthusiasts think of the same idol industry that is also taking the route, the fan group will also invest a lot of money for the development of the idol, but only Fans can really get the income of their favorite idols after investing money, or the list ranks up or the album sales are rising, but the stacker players spend money but may not be able to collect the desired costumes. It’s just that the stacker player is a bit worse than the fan group.
Interestingly, the stack of paper CEO Yao Runzhen also said in an interview this year that it is necessary to respect the players in the game, rather than please, but from the current game operation strategy of stacking paper, is this so-called respect?
Building barriers but no market competition,Red and black paper stacks in the industry boom
If you’re from a player’s point of view, the stacking game is undoubtedly a very bad “bad company”, but from an industry perspective, this game maker, which is savvy in revenue, may become a niche. The reference coordinate system in the game field is the most ironic point in the development of the game industry.
Because of the content of the “Love and Producer” and “warm” series, which have a certain popularity in the market, the stack of paper has the next step of development. First of all, in July this year, the news of the animation of “Love and Producer” was announced. In order to guarantee the level of animation, the stack of papers also found the production of the new animation company MAPP in the Japanese animation industry. This company made in 2016. “Yuri on the ice” is a well-recognized work in the second circle.
At the same time around “Let and Producer”, Stack Paper has also promoted a number of IP licensing projects such as peripherals and endorsements, aiming to expand the real IP development of “Love” and expand the revenue sources of the game itself. Including “Sparkling Warm”, there has also been a cooperation with Lux Shower Gel.
Besides this, Stack Paper established the Aliani Animation Company in 2018, and Shanghai Stack Paper Technology Co., Ltd., which was established in 2019, also added animation design, radio and television program production in the July project. The publication of three businesses in the publication also seems to indicate that the stack of papers may be involved in the secondary dimension outside the game.
Surely, after cultivating hot content, most companies will choose IP, expand the multi-field influence of content as much as possible, and the series of “Love” and “warm” have always been very careful in the plot. It is based on the adaptation of animation, but the content source of IP constantly reveals its disrespect to the player. Does this make the game add points to the content of the adaptation is still unknown, especially from the data point of view, The popularity of the two games in the non-player circle has dropped significantly (the IOS-side game free list ranks down, and the Baidu index has dropped).
In fact, stacking paper can still have a market after stimulating a large amount of gold for players, and because there are no more competitors in the field of its game products.
For example, the “warm” series started with the field of dressing. Up to now, there are no characters and paintings that are better than the “warm” series, and more are still in the level of online games. In the field of women and women, although there are platforms such as Orange Light and Easy Dimension, in the field of mobile games, there is still very little content for good dubbing and good style, and there are still Japanese acting games.
In this interview, Yao Runyi repeatedly mentioned the two key words of “creation” and “technology”, which is also the performance of stacking paper in establishing its own barriers.
Therefore, there is not enough market competition, which is why stacking paper can continue to “money in” without actually losing the market.
With the development of the game industry, more companies will enter the segment, especially if the stack of papers continues to report good results, and there are more development opportunities, it will also attract more companies to join the game in women. The cultivation of the market has promoted competition in the market, stimulating women to go towards higher quality and more respect in the game. This is probably also the positive value of the development of stacking paper for the industry.