Games are becoming the mainstay of the secondary industry
Second yuan mobile games generally refer to Japanese style mobile games. The growth of user scale brings the secondary economy to the mainstream attention, and also makes the development of the secondary industry such as cartoon, animation and game become more and more prosperous. Data show that in 2016, the domestic core secondary user scale has reached 80 million, the scale of the secondary user is 220 million, and the user volume is approaching 300 million. Mobile game market saturation prompted the capital to enter the segmentation field, but the field of animation and cartoon has just started, so the two-dimensional mobile game has achieved faster development than other fields, is gradually becoming the mainstay of the two-dimensional industry.
The consumption power and loyalty of secondary users are very high. According to the data, the revenue of game agency + combined transportation of STATION B in 2016 increased by 424 million yuan compared with that of 2015, with an annual growth rate of 423%. On the one hand, it reflects the consumption power of secondary users, and on the other hand, it also reflects from a side that last year was a boom year for secondary mobile games.
As an IP economy, each link of the industrial chain has a stronger feedback capacity than other entertainment industries, and its realization direction is reversible. It can be realized from cartoon to animation and then to game, and also can be realized from game to animation, cartoon and derivative. Judging from the game Sword Dancing, which has the most diversified ways of realization at present, there are diversified ways of realization, such as derivatives, stage plays and illustrations, in addition to animations and comics, with considerable benefits.
According to estimates, the size of the two-yuan mobile game market in 2016 is about 11 billion yuan, and it is expected to exceed 15 billion yuan this year. The two-yuan mobile game market has huge development potential.
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Data show that currently there are more than 100 domestic manufacturers in the secondary mobile game market, among which listed game companies account for 16.1%. By September, the number of secondary mobile games approved has exceeded 100, and the competition in the industry is becoming increasingly fierce.
Domestic secondary yuan mobile game can be roughly divided into three types, one is to buy IP animated adaptation of the same name mobile game, due to domestic dynamic and comics industry professionals lack, and domestic secondary yuan user has had a profound impact on Japanese ACGN culture, adapted for IP is given priority to with the Japanese animation, game such as “naruto”, “the demon’s tail”, etc., with the development of the industry, Manufacturers choose to adapt IP from childhood classics gradually turned to the popular animation works in recent years.
The game of the same name has accumulated a large number of loyal users during the animation serialization, all of which are the seed users of the game. However, the disadvantage also lies in this. The game adapted from animation pays more attention to restoring the animation plot, which is in line with the consumption habits of local users. The mobile game “New Century Evangelion” adapted from the Divine IP “New Century Evangelion: Dawn” has not been recognized by domestic users.
The second is the Japanese game IP agent for domestic manufacturers, such as “FGO”, “Sword Dance”, “Idol Dream festival”, etc. The agent game has accumulated a high popularity in China before the introduction of the online, often can quickly harvest a large number of users. But agency games have Japanese service to do the contrast, if the localization is not in place in the gameplay or operation, or the operation is not as good as Japanese service will also be suspected by players.
After the success of “Bad School 2”, the number of original two-dimensional games in China ushered in a boom season, exceeding the number of agent or adaptation mobile games. According to statistics, 59.2% of the two-dimensional games have no IP. Original class of two-dimensional mobile games compared to the former but better performance, last year to “non chief”, “Emperor of Europe” and other popular word network pan-two-dimensional game “Onmyoji” and “Collapse 3” are among the top.
Unlike other games, 2d mobile games are a user-driven market. Win over users, the original two-yuan game has four magic weapons, people set, voice actor, story, gameplay. Secondary yuan user requirements for game art is higher than other games, so people and unique world view is the early stage of the secondary yuan user consumption the most direct factors, such as the “fleet Collection” became popular anthropomorphic game, after the gun type personification game “girl front, warships personification” battleship girl R “and” blue line “and so on.
At the same time, the design also points to the artist, the artist and the voice actor have KOL effect, each has a group of die-hard fans, users love a voice actor, even if the voice actor dubbing only ordinary card, users are willing to collect and upgrade this card, according to statistics invited Japanese voice actor to participate in the second yuan mobile games more than 31%. In the same way, many of the artists set by participants will continue to create related illustrations for the characters after the launch of the game and supplement the character setting outside the game, which also brings publicity to the game and increases the loyalty of users to the characters.
Different from other games, the secondary users pay special attention to the human design, and they will invest more feelings in the development of the game characters, and even rise to the level of “star chasing”. “Onmyoji” has happened many times that players complained to the operator because the combat value of their favorite characters was weakened.
Reliance on social communication promotion is also one of the characteristics of the two-dimensional mobile game market. Although social elements in most games are very low, it does not prevent users from communicating and discussing on various social platforms. As a result, those of players of the game will be performed outside the game fan creations and fan creation will indirectly affect more users accept game, make secondary yuan mobile game user groups by the core secondary yuan users to pan secondary yuan, B for the vertical secondary yuan community advantage more, became the second yuan mobile game.
In addition, in order to reach the target audience, some games have begun to use popular virtual idols to promote their games to overcome the lack of popularity of original IP, such as God Without the Moon and Hatsune, Blue Field and artificial retarding Aijiang.
Lack of staying power, the development of two-yuan mobile games has hidden worries
Despite the emergence of new games, there are few lasting hits. Statistics show that among the 58 2-yuan mobile games released last year, only 5 such as Onmyoji and Saint Seiya – Gathering remained in the Top 100 grossing games in the APP Store after a year. Among them, “Battle of Mountains and Seas” was discontinued in August this year, which can also glimpse the hidden worries in the development of 2-yuan mobile games.
First, in the domestic environment, when the number of games is increasing, many games begin to converge in terms of gameplay, or there are copycat products of popular games. Although people attract users in the early stage, they cannot retain users in the later stage with gameplay and plot. Most of the two-dimensional mobile games have the problem of lack of staying power.
Although some games have excellent performance in drawing style, voice actors and music, the quality of content development in the later stage is obviously unbalanced with that in the early stage, leading to a gradual loss of users. A typical example is Onmyoji, which became very popular for a while due to its drawing style and luxurious voice actors. However, the recognition of rare cards launched after the role of “Huang” declined until the popularity of “Yuzaozhan” picked up slightly. FGO, operated by the agent of STATION B, was the only game that was stable in the later stage and rose to the top of APPStore top grossing game beyond Honor of Kings.
In addition, in order to highlight the new characters, the late Onmyoji weakens or adjusts the attributes of the popular characters in the early stage, which also makes the users who have established a deep emotional connection with the game characters and are interested in the gameplay very disgusted. The decline of players’ interest in the game is bound to cause a large loss of users. However, “Battle of Mountains and Seas” also failed to drive users to recharge due to the lack of content development and activities in the later stage, which led to difficulties in operation and finally decided to close the service.
Second, the plot is second time to see some of the users, good video game can let the players will emotional sustenance, increase user viscosity, but plot plan in China is not valued part of the game development process, most of the secondary yuan game plot is weak, not only the character set is not plump, main story also difficult to let the user immersion. “FGO” is outstanding for its plot, but there is almost no game that can be compared with “FGO” in the original 2-dimensional mobile games.
Third, domestic manufacturers treat the secondary industry as a subculture, which also limits the popularization process of secondary mobile games and prevents the expansion of audience groups. In addition, many game companies do not have the experience of operating this type of games, think that as long as the “sprout corruption” element, plus a few well-known voice actors can use the wind of two yuan to harvest a lot of house men corrupt female wallet, so will only make the public users of the segmentation of the field of games misunderstanding, bring the opposite effect.
Fourth, as mentioned above, the development of upstream swimming and cartoon industry is unbalanced with the development of downstream games, and the output of high-quality content is insufficient to meet the IP demand of downstream games. The derivative industry is still waiting for orderly development, which also restricts the diversified development of the realization of secondary mobile games.
Overseas market or will become the two – yuan game to contend for
Although the secondary economy has been gradually paid attention to by the mainstream in China, its integration with the mainstream culture has yet to be developed. The secondary mobile game market is still small, but overseas game markets such as Japan and South Korea have developed relatively mature, and the simultaneous launch of many countries has become one of the common choices of secondary mobile games.
After “Onmyoji”, “Girl’s Front”, “Blue Line”, “Bad 3” and other games have also hit the shelves in Japan or South Korea and other markets. Although many games are not outstanding in China, the two-yuan mobile games developed by domestic manufacturers appear to blossom inside the wall of foreign sweet situation, and achieve great success in the overseas market.
According to public data, Girl Frontier was among the top 10 grossing games on Google Play Korea, and Hanbok was also the top grossing game, while Collapse 3 was among the top three grossing games on Google Play Korea shortly after its release. Blue Line did well in Japan, jumping into the top 10 grossing charts on both the APP Store and Google Play within a month of its release.
Can have such result, scrutinize the reason is that this part of the game up a South Korea, Japan and other overseas market blank of the corresponding types of mobile game, while users in these markets to this type of game also has a strong demand, coupled with South Korea, Japan and other countries in recent years the rising cost of game development, also provide an opportunity to the development of domestic game to sea, so it seems, In the future, the overseas market is likely to become a competitive place for domestic mobile game manufacturers.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110