According to the Gamma data report, there are three main changes in the demand of domestic players: lightweight, more playing methods and good pictures. Among them, the user demand for "lightweight" is up to 84%. This height fits the small game air outlet.
DataEye ADX data shows that the purchase volume of small games will continue to rise in 2023, and the number of games under investment will increase significantly.
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Small games are growing at a high speed. Recently, some new trends and new phenomena have emerged, which deserve attention:
1. Many small games suddenly become popular in dithering, especially around the National Day;
2. March 7, Haoteng, playfulness, and Haibi games have entered the game, but the echelon has not been solidified;
3. According to the latest media report, in 2023, DAU, a small game of dithering, will rise significantly;
The above new phenomena make people have to think about: What are the challenges of entering dithering games? What are the market opportunities?
Today, DataEye Research Institute objectively talked about dithering games.
I Latest observation of dithering games
At present, there are three obvious new changes and new features in the dithering game platform:
(1) The link is mature, and the popular mini games have multiple gains
DataEye Research Institute found that the popular mini games born on the Tiaoyin mini game platform this year not only focus on traditional buying, but also use effect oriented talent marketing.
For example, recently, the IAA game "Save the Pig" suddenly became popular throughout the network. As of October 12, "Save the Pig" has beaten "Sheep Has a Sheep" to rank first in the dithering game list. According to the plan data of the publisher of the dithering game, the game related video plays more than 10 million times a day, ranking first; The accumulated daily consumption exceeds 15000, ranking second in the consumption list.
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For another example, the first IAP blockbuster mini game called "Big Alliance of Animals", which is known as Tiao Yin, also gained volume through short video grass planting, live broadcast and other forms. The number of videos played by "Animal Alliance" exceeded 600 million times, while the new user stream brought by short videos accounted for 31%, and the new user stream brought by live broadcast accounted for 19%.
Official data shows that the consumption of dithering games has increased more than 10 times in 2023.
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(2) 37/Haoteng/Greedy/Haibi enters the game, IAA is strong, but the playing method is moderate
At present, most dithering games are characterized by mild leisure, such as Save the Pig and Sheep Have a Sheep. However, the wind direction is changing. DataEye Research Institute sorted out the top 50 products (ranked according to popularity rather than revenue) on the twitter mini game list on October 8, as shown in the figure:
From the perspective of game playing method: puzzle playing method accounts for 44%, but the product playing method is gradually becoming more moderate and severe. According to the data, the highest proportion of the top 50 dithering games is puzzle games. The second is to simulate operation, leisure, find fault and eliminate play methods. Relatively moderate MOBA playing methods and self moving chess playing methods have all entered the top 50 of the mini game list.
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From the perspective of realization mode, IAP/hybrid transformation has a large space. According to ADX data, IAA products are close to 75% of the top 50 products on the current Tiao Yin mini game list. With the entry of head game manufacturers, more high-quality medium and light IAP products have entered the dithering game market, such as Haoteng's "King of Salted Fish", 37's "Pursuit of the Way", playing "Brothers of the Three Kingdoms", and Haibi《 Snake Eating Endless Battle 》The whole ecological IAP/hybrid products increased.
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On the whole, light products dominate the whole ecology, but moderate products with strong gameplay emerge.
Compared with other small game platforms, this change speed is not fast, and there is no obvious head product, so it has more space and potential. For medium IAPs in the layout, there are more opportunities.
What is the logic behind the potential?
(3) The user is large and has special habits
DataEye Research Institute believes that the following core reasons lead to the particularity of dithering games:
1. User profile: In 2022, the number of active users of Tiao Yin mini game will increase by 45%, and it is expected to increase by 150% in 2023. In addition, the per capita active duration, per capita amount of game funds, and the retained data of active users all show year-on-year growth. User profiles are widely distributed and continuously active. For moderate IAP mini game products, large user scale and high activity are the key factors to lengthen the product life cycle.
2. User habits: DataEye Research Institute has observed that the relatively unique operation access of dithering mini games requires users to spend time paying attention, learning and getting used to it. This requires uniqueness and complexity for game retention and long-term operation. and IAP games themselves need Refined operation to improve user retention, so the two are highly compatible.
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3. Product distribution: The unique way of obtaining quantity, user portrait&habit have formed a diversified and ecological environment for dithering games. IAA product itself Self contained User viscosity And interesting. At this stage, the entrance settings and user habits of dithering games have little impact on IAA products. However, under the continuous cultivation of users' game habits, IAP products with rich product content and stronger gameplay will have more room for development.
II Challenge and opportunity of dithering games
The unique ecology of dithering games makes it have greater potential in IAP games. It may be the time to enter, but there are still some challenges. We further focus on IAP analysis as follows:
(1) Challenges
First, at the level of the whole small game industry:
From the product point of view: long development cycle is easy to miss market blockbusters. Keeping up with the market hot spots may be the main project orientation of most small game developers at present, but it takes about 6 months for a single medium and light IAP small game product to be launched from the project initiation to the launch. When a popular content/theme becomes popular, the project initiation and development will begin, and the relevant hot spots may have passed, and the product may become the cannon fodder.
From the perspective of marketing: IAP only has stable head products, and mainly depends on the purchase volume to maintain the DAU. Due to the short link and high churn rate, the loss of small game players is very common. The content of superimposed products is relatively not rich, and the life cycle may be very short. Small game manufacturers can only increase their purchase volume, increase exposure and recall through advertising materials, and continue to "wash" repeatedly.
Secondly, manufacturers are faced with many particularities when they play the dithering IAP games:
The platform entrance is unique and needs to continuously cultivate user habits. The entrance and user habits of small games have always been industry level challenges. For Diaoyin, the entrance needs to be accessed by clicking on the sidebar. The relevant use differences need to cultivate user habits, and also rely on the "revisit" of Diaoyin games (the player visits again, that is, the retention of the player). After all, if players only enter through advertisements, native videos and other content, they can't remember how to enter or find them next time.
Ditto IAP small game manufacturers need to have diversified marketing capabilities. Diversified marketing requires manufacturers to have comprehensive capacity to obtain volume, and traditional buying volume/original advertising, talent video/live broadcast, position/private domain need to be taken into account This has a certain threshold for small and medium-sized manufacturers. Multi marketing, compared with a single traditional purchase volume, mainly has more talents and private domains. It is difficult to achieve rapid growth and explosive growth in a short term, but needs long-term operation. In addition, when talented people do content, on the one hand, they are more creative, on the other hand, they like to learn from each other and influence the tone of public praise, which needs to be controlled.
(2) Opportunities
Opportunity 1: Huge user scale, covering 76.4% game users
According to the survey report on users of massive arithmetic, in terms of user's game habits, the users of small games on the voice end account for 76.4% of all game users, of which 11.9% only play small games.
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DataEye Research Institute believes that the incremental users of moderate and mild IAP small games of dithering are mainly:
1. Over 30 years old/non first and second tier cities: The relatively stable working environment and relatively relaxed living environment, as well as its own consumption capacity, its entertainment time is fragmented, and it is suitable for click and play games. (High payment capability, more fragmented time)
2. Pan entertainment players: The pan entertainment users of entertainment APP such as Tiaoyin are themselves atypical game players, who may be more easily attracted by advertising materials, planted grass by video content, superimposed with low threshold of no download and simple game content. These users are more likely to remain as small game players.
Opportunity 2: revisit capability and long-term operation capability
Based on the challenge of how to improve the "revisit", a series of capability upgrades were made for the dithering game in 2023. Take the Tiao Yin IAP game "Fire Source Battle Discipline" as an example, the product itself is a vertical card placement game, with simple overall content, and built-in leisure games such as "climbing the tower" and "devouring the match man". In the process of long-term operation, the relevant actions are as follows:
First, user recall is achieved through the "game card" capability of the recommendation page. Based on the fragmentation and click and play characteristics of small game products, the project team highlighted "hang up/offline" in the "feed alienation card", hoping to achieve user recall. At the same time, the game card can be inserted into the user information flow, and select the peak point where the user is active, so as to reach the user.
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Second, add the sidebar gift package guide to the home page. By means of gift package rewards, players are guided to click to join the sidebar to shorten the link to the game. On the one hand, user education is achieved, and on the other hand, the probability of players playing small games repeatedly is increased.
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Third, promote and precipitate private domain traffic. The dithering mini game provides the function of "paying attention to the dithering number with one button", which makes it easier for developers to reach users. The combination of "applet service"+"game benefits"+"content marketing" may be conducive to promoting the activity of players and the precipitation of private domain traffic.
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On the whole, a series of operation actions of "Fire Source Battle Discipline" benefited from the performance of the small game of dithering in improving the ability of "revisiting". In addition to the scene game card function, the new desktop shortcut, new applet entry in the sidebar and other functions of the dither platform are targeted to improve the "revisit" of users.
This is not an example, According to the data of the dithering game open platform, the upgrading of these capabilities has brought about a 10% - 20% increase in the overall retention of small games.
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Opportunity 3: Perfect platform functions and rich promotion resources
In terms of marketing and promotion, small games mainly rely on traditional buying volume, but face the situation of a single way to obtain volume. At present, the functions of the platform are more and more perfect, and the dithering games reflect the advantages of diversified promotion resources and wide coverage in the marketing process.
From the perspective of diversified promotion resources, in addition to traditional effect advertising, dithering game manufacturers can also release talent videos and talent live broadcast tasks at the same time. In addition, the original advertising is also an important part of the volume of dithering games, which makes the advertising integrate the content, spread more "grounded", and reduce the resistance of players.
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At the same time, the dithering game provides a large number of promotion resource locations, such as the game center resource location, search topic resource location, and hot topic exclusive homepage resource location. The richer distribution scenarios and content attributes form a new growth point of volume, which also makes dithering games no longer single in terms of volume, and the space for manufacturers to operate becomes larger.
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From the perspective of advertising, because the direct delivery of dithering games has been opened, and the product adaptation ability provided by a large number of engines for dithering games has been constantly improved, it can meet various transformation needs of manufacturers. In addition, the massive engine is still expanding more product capacity and traffic. In addition to the dithering platform, the platforms other than the pangolin will also be opened in the future, and the reach of users will become wider.
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Opportunity 4: platform policy concession&support to reduce developers' operating costs
At present, the dithering platform can be divided into two directions at the policy level:
The first is to launch incentive policies. In the first half of the year, the platform launched a new advertising money policy, which ensured the advertising of manufacturers. At the same time, it has increased the marketing promotion incentives for talent. However, in the case of the incentive policy overweight, it shows that the dithering game is further increasing the policy preference for the high-quality product team, which is intended to further reduce the operating costs of users.
Second, full link support such as project initiation, creative promotion, etc. To some extent, the dithering mini game solves the difficulties of project establishment for manufacturers, and provides developers with hot information about dithering and creative direction of playing methods. At the same time, we will provide full link assistance in product development, business and other environments, and provide guidance support such as centralized exposure, entrance intervention, issuer resources, and promotion tasks.
In a word, relevant platform policies emphasize support for high-quality products and improve the ecology of dithering games; At the same time, the introduction of more support policies can provide convenience and access for new developers to help them grow rapidly.
III How to cope with challenges and tap potential? Research and judgment of industry opportunities
DataEye Research Institute made three judgments:
Opportunity 1: Grasp the "revisit" and retention, and enhance the refined product operation of dithering games
"Re visit" and retention are the key links in the long-term operation of dithering games, which can not only improve the product life cycle but also increase the revenue performance of the product. Therefore, manufacturers need to reduce the threshold for users to experience the game and increase the number of times players repeatedly open the game, such as paying attention to the cultivation of users' habits and increasing incentives to recall users operate 。
Opportunity 2: Pay close attention to the traffic of large users and build positions and private domains
The dithering mini game is backed by large traffic and has strong user mobility, while the dithering mini game platform has complete functions, such as following the enterprise dithering account through the mini game, which gives developers more opportunities to reach players. Therefore, it is more important to build a position and private domain traffic pool in advance, and also pave the way for the long-term operation of later products.
Opportunity point 3: continue to expand the function of the huge engine, seize the opportunity of multiple volume acquisition
The Ditto platform itself presents a diversified marketing approach. Developers need to develop in all aspects, tap content dividends, and form a combination of buying+talent+native advertising. At the same time, the product adaptability of the huge engine is gradually improved, which means that the marketing approach of ditto games is no longer fixed, and the traditional "rough" launch no longer exists. With the continuous expansion of the capabilities provided by dithering games and massive engines, manufacturers can promote on platforms other than dithering, such as pangolin and today's Toutiao, It means that small game products will be won in the future amount More ways and more yuan.
In a word, the DataEye Research Institute believes that the cake is delicious and special to eat. Dithering games, opportunities and challenges coexist, but opportunities outweigh challenges. Suggestions: ① pay close attention to the "revisit", ② private field of positions, and ③ obtain multiple quantities.
Author: DataEye Game Watch
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The original link is as follows: https://mp.weixin.qq.com/s/eO3dVoHITuRDdOypyHak-g