This article comes from WeChat public account: Connect Insight (ID: lxinsight) , author: sunny, pine
With the extension of the Spring Festival holiday, a battle for users and traffic between platforms also continues.
Since the outbreak of new viral pneumonia in Wuhan in mid-January, no offline entities have been involved, and almost everyone lives at home.
People who responded to the call and did not go out to make a contribution to society, from another perspective, have also become the object of competition among major platforms.
From the pre-Chinese New Year internet company red envelope war, to the title and sponsorship of the Spring Festival Gala, to the layout of products and publicity throughout the Chinese New Year, there are many participants and cover many fields.
Among them, Auntie, which was played for free on ByteDance’s many apps on New Year’s Day, was like a bomb, and it was invested in the long video field, which made Ui Teng’s Spring Festival video planning a little dim.
Products that didn’t have a high presence have attracted more attention from users. On the evening of January 27, news that the online game app “play it” collapsed appeared on Weibo. The surge in users is also a test of the platform’s technical and operational capabilities. During the period, several netizens @ 玩吧 asked for a quick fix to pass the boring time.
At the same time, the online K song app that has been silent for a long time, because of the same online entertainment attributes, also ushered in a small climax. In addition to entertainment, eating has become a major event. The user’s demand for fresh dishes has also caused fresh e-commerce platforms such as Hema Xiansheng and Dingdong to buy vegetables to usher in a short business peak period. “Do not go out” has evolved into a “house economy”. This is an unmissable new opportunity for Internet companies that are struggling to renew in 2020 and focus on mining existing users.
Game economy is on the risePeak
Internet users who were forced to stay at home and could n’t leave home pushed mobile games to a peak in traffic during the Spring Festival.
Play Bar App is a software containing a variety of easy mini-games. Its main social mini-games include Werewolf Kill, You Painting I Guess, Avalon, Who Is Undercover, Minesweeper, and Little PK.
This is a relatively niche game software, but before the Spring Festival, it achieved a counterattack.
Qima data shows that in the past month, in the real-time ranking of the ASO (Application Store Optimization) list of IOS devices, the Play Bar app has achieved rankings in the three lists, the overall list, the application, and the social network. Jump. Specifically, from January 3 to January 22, the ranking upward curve is relatively flat, but from January 22 to the present, the Play Bar App has shown an explosive trend.
Play it for the past month ranking trend, figure source Qimai data
Online Insight noted that on January 22, the Play Bar app ranked 433th in the iOS overall list, 331th in the free app list, and 28th in the free social app. But on February 1st, the software broke into the top three on all lists.
This shows that the popularity of this software has peaked this Spring Festival. With many users online at the same time, the Play Bar app crashed twice in just a week or so. On the social platform, the official Weibo, which has not had a lot of interaction with netizens and only commented on single-digit comments, also received a lot of comments because of the collapse of the Play App.
Screenshot of the official website of Play Bar. It’s not just the Play Bar App that caused the server to crash due to too many players. The Beijing Business Daily reported that from the evening of January 25, the MOBA game “Peace Elite”, the script killing game “I am a mystery”, the online social game app “Werewolf Kill” and “Variable Detective”, etc. Unable to log in to the game by the player.
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