Text|DataEye Research Institute.Coming back from the Spring Festival holiday, Sanqi has a new action in the mini game track:
Its mini game "Nobody" has ranked third in the best-selling list of WeChat mini games for 9 consecutive days, and ranked top 5 in terms of material delivery.
In fact, since last year, Sanqi has fully entered the field of mini games, and a number of products have been released, especially the open-box track, such as "Seeking the Way" and "Soul Prologue".
Now another unboxing mini game ranks at the top of the best-selling list, how is the product? What are the buying actions and ideas behind it?
Today, DataEye Research Institute is going to talk about this game.
1. Product & Market Performance (1) Market Performance.
soared before the holiday, and ranked in the top 3 during the Spring Festival holiday. According to statistics from DataEye Research Institute, "Nobody" only entered the best-selling list of WeChat mini games on January 25, and ranked 67th, and the ranking has soared significantly with the number of product purchases (detailed analysis below).
During the Spring Festival, "The Nameless" basically stabilized in the TOP5. As of February 19, "Nobody" ranked third in the ranking of best-selling mini games on WeChat, second only to "Seeking the Way" and "King of Salted Fish".
Generally speaking, the monthly turnover of each game ranked 10th to 20th on the best-selling list of WeChat Mini Games ranges from about 20 million to 30 million, while the number of WeChat Mini Games ranked in the top 10 on the best-selling list can reach about 80 million, and the top three are likely to exceed 100 million.
2) Game content.
Traditional unboxing products, and the integration of a variety of gameplay. Generally speaking, "The Nameless" is a relatively traditional unboxing product, or an "iteration" based on the first two unboxing products of Sanqi. For the tree cutting of "Seeking the Dao" and the iron striking of "Soul Prologue", the project team carried out the unboxing elements of "The Nameless" in the way of "fishing", forming differentiation and product differentiation to a certain extent.
As the game progresses, the follow-up game content also integrates mainstream gameplay such as numerical PVP and RPG.
3) Product painting style.
The national style elements are mainly expected to produce recognition. "The Nameless" gathers a large number of elements that young and middle-aged men like to see, including Guoman style, pandas, martial arts, and fishing, which can be a hodgepodge of Guoman elements. In particular, the painting style is somewhat hand-painted like "Big Fish and Begonia" and "Big **". At the same time, it also focuses on the role of a panda who knows martial arts, reminiscent of the "Kung Fu Panda" series of movies, plus fishing, which is a typical leisure pastime for middle-aged men - "The Nameless" is aimed at young and middle-aged men, and the "skin" created during the Spring Festival.
In fact, the inspiration for the painting style of "The Nameless" may come directly from the explosive material of "Seeking the Way". Previously, we mentioned in an article that some of the explosive materials of "Seeking the Dao" used panda characters as the protagonists (there are also pandas in the search), so Sanqi simply made the explosive element - panda into another game.
Seeking the Way of the Great" is an efficient material.
4) Market summary.
Through the preliminary judgment of the product & market, DataEye Research Institute believes that Sanqi's positioning of "The Nameless" is to continue the national style elements, and hopes to become a "Dao Seeker 2".0”。
Judging from the previous product content of "Seeking the Dao", the main protagonist is the little demon as the core protagonist and becomes a hero through cultivating immortals. "The Nameless" is another idea, the project team puts the perspective on the "nameless knight", so it presents a "martial arts style" in the character design.
The Unknown Man character modeling.
DataEye Research Institute guesses that the first is to meet the player's sense of substitution and have the need to cultivate and cultivate the game; The second is that the chivalrous and Guoman have a high degree of fit, and it is the mainstream theme of the market, which may be recognized and accepted by more users.
In addition, the outbreak of "Nobody" coincided with the traditional Chinese New Year, which is also the festival with the highest content of Chinese elements throughout the year. The product feature of the mini game itself "click and play" may provide an opportunity to explode.
On the whole, "The Nameless" is another traditional unboxing product under Sanqi, and the theme adopts the elements of popular national style Xianxia. Although the product itself does not have many breakthroughs and innovations, its relatively good market performance is worth dismantling the marketing ideas and actions behind it one by one.
2. Buying volume delivery performance (1) Advertising trend.
Dataeye-ADX delivery data shows that "Nobody" began to increase the amount of material on January 27, and the amount of material declined on February 2, until the amount of material output soared again on February 8, and then maintained a good amount of material during the Spring Festival holiday.
From the perspective of delivery volume, the delivery volume of "The Nameless" has rushed to the fifth place on the delivery list in the past 7 days. According to the statistics of DataEye Research Institute, except for the head product "Seeking the Way", "The Nameless" and "Soul Prologue" are not much different from the two unboxing products under Sanqi.
Horizontally comparing the active open-box products on the best-selling list in the current market, the gap between the material delivery of "Legend of the Artifact", "Crazy Knights" and "Kids in Motion" has gradually widened.
2) Buy quantity of materials.
DataEye Research Institute has sorted out the creative forms of the top 40 efficient materials in the number of "Nobody" delivery plans, which are mainly divided into 4 types, namely character portrait display, similar Chinese comic short films, game content commentary and talent real materials.
Among them, character portrait display and Chinese-like comic short films account for the highest proportion, both 30%. The former mainly highlights the elements of character vertical painting modeling, while the latter is to display the content in the form of Guoman animation stories, among which there are many hot stalks in film and television dramas, such as the Hong Kong version of Tianlong Babu Gu Mozhi vs. Qiao Feng and so on.
The Nameless" efficient material - a short film similar to Chinese comics.
The total number of materials such as game content commentary and talent real-life materials accounts for about 40%, and the related materials are more traditional performance advertising content.
In terms of material creative selling points, the materials of "Nobody" are mainly divided into four major parts, which are rapid cultivation and high explosion rate, move skill display, high-quality painting style, and introduction to the game's multiple gameplay.
Among them, the elements with high explosion rate of rapid cultivation account for the highest proportion, about 35%. This type of material mainly shows the ease of obtaining equipment for the case opening gameplay (high explosive rate), and can quickly cultivate characters to experience the "casual" attribute of the game, which is one of the relatively traditional selling points of the box opening category.
"The Nameless" efficient material - rapid cultivation and high explosion rate.
It is worth noting that about 20% of the materials in "Nobody" are sold in a high-quality art style, and the effect attributes of this type of material are not strong, mainly to highlight the quality of the product and enhance the player's impression of the game.
3) Summary of buying volume marketing.
From the perspective of the purchase marketing strategy, the project team aimed at the Spring Festival traffic. The "Nobody" project team first increased the amount of materials to enter the market, and then had a small amount of refinement, until the Spring Festival holiday carried out a centralized and continuous purchase of volume.
DataEye Research Institute believes that the project team increased the amount of materials for the first time in order to harvest the first wave of users and test market feedback, and then began to accumulate more material stocks to be placed during the Spring Festival in the future: on the one hand, the traffic during the Spring Festival holiday is large. Accompany users to launch during the Spring Festival WeChat New Year's greetings to enhance the opportunity to reach target users.
On the other hand, their own products gave way. Judging from the number of placements, the amount of materials released by Sanqi's other "Soul Prologue" has declined significantly before and after the Spring Festival, perhaps to free up more resources for new products to make way for their outbreak.
From the perspective of material creativity, "The Nameless" adds high-quality national style animated short films, and tries to combine the quality and effect of small games. The creative genre of "Nobody" is relatively conventional, focusing on the pursuit of effect transformation. However, the project team tried to incorporate some high-quality animated short films into the creative materials to reflect the quality of the product.
DataEye Research Institute believes that the use of relevant "high-quality" animation materials as effect advertising has obvious advantages and disadvantages for Mini Game products.
Benefits: "high-quality" creative materials are essentially to make "materials" become "short**" on the one hand, to reduce the audience's resistance to advertising, on the other hand, through relatively excellent animation storyboards, it is expected to hit more animation theme lovers and deepen the impression of the product.
Disadvantages: The conversion effect may not be as good as that of pure effect advertising, and the production difficulty and production cost of high-quality animation content materials are high, and the payback cycle of mini game products with relatively thin profits may be extended, increasing the marketing burden of the project team.
However, considering that "Nobody" is backed by a large number of buyers of Sanqi, and it is also its third unboxing product, it may have enough operational experience. At the same time, it also reflects Sanqi's ambition to open the box track in the mini game.
3. Observation of the unboxing track Overall, "The Nameless" is not particularly prominent and innovative in the game content, basically applying the relatively mature unboxing gameplay in the market, and then broadening the game content and depth through a hybrid way of gameplay, and then cutting into the market through a relatively "experienced" marketing method.
However, judging from the results, "Nobody" has now stood at the top of the best-selling list of WeChat mini games, but considering that the product is still in the stage of online explosion, the follow-up market performance is still worth continuing to pay attention to.
However, when we focused on the WeChat mini game box opening track, we found that this mini game track was quietly changing - the pattern was changing, and the market had completed a small reshuffle.
In the past 2 years, after the explosion of Haoteng's "Crazy Knights", "unboxing" related products have continued to emerge, attracting many small and medium-sized manufacturers to enter the game, and even many traditional manufacturers have ended.
Judging from the pattern at that time, the domestic box opening track presented a situation of "one super and many strong". "One Super" must be Haoteng's "Crazy Knights", and "How Strong" are distributed in such as "Phantom Ninja", "Magical Legend", "Kid Jump", as well as 4399 "Adventure Battle" and Sanqi "Seeking the Way".
It is precisely because of the entry of more and more manufacturers, coupled with the decline in the amount of materials released by "Crazy Knights" in Q4 of 23, that other unboxing mini game products have been given opportunities. Immediately after "Soul Prologue" started in Q4 last year, and "Nobody" rose in Q1 this year, "Phantom Ninja" fell out of the best-selling list from February 11th, and the track alternated between the old and the new obviously, and the changes in the situation of many products have made this track reshuffle slightly.
Today, 373 products are at the top of the best-selling list of mini games at the same time. The side shows that the domestic small game box opening track has been temporarily occupied by Sanqi, and at present, its products are working at the same time, and the track moat is relatively stable. For a single product, it becomes more difficult for subsequent entrants to break through.
From the small to the big, the DataEye Research Institute observed that from "Seeking the Dao" to "Soul Prologue", and now to "The Nameless", it can be seen that the open-box track is in a stage of rapid change:
From the traditional RPG gameplay at the beginning, to IP and branding, it has now formed a hybrid gameplay to improve the game content, expand the gameplay and game depth.
In other words, unboxing products need to jump out of the "product comfort zone" in order to find an opportunity to gain a stable foothold in the market. In the foreseeable future, the competition for the "open box" track may become more intense, and it is worth continuing to pay attention to the changes in the track.