Did the "Wang Fei" of Tencent's game wither?

Text | New Entropy Sakuragi Edit | Yiye

After thousands of calls, the DNF mobile game of Tencent's Wang Fried game has finally been launched.

Although there is no saturated marketing configuration for the launch of "Yuanmeng Star", we can still see Tencent's strength in the marketing end on platforms such as Tiaoyin, WeChat, Baidu, and Weibo. Many groups of keywords such as DNF on Weibo have hit the hot search early, and the advertisement of Delireba as the spokesperson has also been placed in a key position; DNF has become a keyword in WeChat, and entering it in the dialog box will trigger the animation effect and online red envelope; On the twitter, Xu Xu Baobao and other tens of millions of fans are ready to broadcast for 12 hours.

But the accident happened unexpectedly. At 9:00 Beijing time, the DNF mobile game server was opened, and all the traffic poured in at one time. The server's carrying capacity was limited, and various conditions occurred. Stuck was disconnected, unable to enter, and queuing for a long time, leading to complaints from players. In the live broadcast room, many big TVs were forced to broadcast in the face of so many complaints; On social media such as microblog, DNF has also been linked to hot search for a long time due to ridicule and abuse.

Even in the secondary market, Tencent's share price was affected. Tencent Holdings, which had been rising for several days, made a significant adjustment today, with a maximum decline of more than 3%.

Under a lot of pressure, the DNF mobile game official released an announcement at 10:00 Beijing time, acknowledging that the server was abnormal and promising to solve the problem in 90 minutes while giving players compensation, but the soothing effect was limited.

At 11:00, DNF finally completed maintenance, but the players who rushed into the game still seemed to be disappointed. In the Apple Game Zone, the score was only 3.7, and a large number of players gave 1 star. "Consumer sentiment", "Ancient version?" and "Pixel image quality" almost lost their reputation all the way.

Judging from the performance on the first day of launch alone, Tencent Games failed to meet the expectations of all parties.

The current reality is that Tencent games have experienced a long time of product shortage. At the beginning of the year, with the collapse of "Yuanmeng Star" and the decline of game data in the financial reporting season, the expectations of the outside world for DNF mobile games are high. This super IP is Tencent's one of the few trump cards with certainty. It not only makes profits year after year, but also has a huge user base.

However, from the early marketing to the first day of launch, Tencent showed an unusual state of entanglement. Since it was finalized, Tencent's publicity and marketing can be said to be very restrained. Several waves of warm-up are more targeted at existing players, and the information released to new users can be said to be quite limited. There is nothing wrong with awakening old players, but DNF is a game more than ten years ago after all. The portraits of old players are still focused on the era of Internet cafes, blindly returning to tradition, making the game too disconnected from the reality of players.

According to the feedback from the C end, most players do not accept the game quality of "staying in 2008". We can not see the significance of the ten years of internal testing, nor the innovation of playing characters. It seems that a functional machine that can only play Tetris has been opened in the era of smart machines. Conservatism seems to be the sequela of Tencent's failure in "Star of the Yuan Dream". It is not attractive to old players, let alone new players?

According to people close to Tencent, from the early test, the industry's expectations for this product are generally not high, and may even be slightly stronger than Tencent's general MMO games. However, the management attaches great importance to its high expectations, and the resources it has given are absolutely superb. It can be said that the stock price performance of the whole year depends on it. The different goals and attitudes of front-line and high-level players are reflected in the rigid design and conservative strategy of DNF mobile games.

Admittedly, it is too early to sentence DNF mobile game to death at this moment, but how to update the version in the future and enhance its attractiveness to achieve the goal of "changing the stock price of the whole year", Tencent should still be in the top position.