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It's the turn of the "Tencents" to give miHoYo intensity

Written by Chen Dengxin

Editor/ Li Wenjie

Typography/ Annalee

The two-dimensional game has encountered severe challenges.

According to the "2024 China Game Industry Report", the actual sales revenue of China's two-dimensional mobile game market this year was 29.348 billion yuan, a year-on-year decrease of 7.44%, and the scenery is no longer good.

This can be seen from miHoYo.

Although "Genshin Impact" and "Honkai: Star Dome Railway" can still be played, they are no longer at their peak, and "Jeopardy Zero", which has high hopes in 2024, has staged a scene of opening high and going low.

It wasn't until the end of the year that a new character, "Hoshimi Masa", was released, but it didn't help this year.

Still, there is no shortage of bright spots in the industry.

On the one hand, the traditional two-dimensional game represented by "Singing Tide" openly calls out to miHoYo; On the other hand, the otome game, which is regarded as a pan-two-dimensional, has become popular and has become a bright spot in the market.

In a word, it is the turn of the "Tencents" to give miHoYo intensity.

Miha played a lonely game

This year, there are many two-dimensional games that have died abruptly.

There are "Anieva", "Backlight Infiltration", "The Gods Should Know Eventually" and other stops of development, as well as "White Night Aurora", "Millennium Journey", "Circumnavigation Hostel" and other stoppages.

The most embarrassing thing is that the classic "Girls' Frontline", which has been in operation for eight years, has also come to an end.

In this context, companies involved in ACG games will inevitably have other ideas, and even Station B, the "base camp" of ACG culture, has changed its banner.

Due to the fact that it is no longer a two-dimensional game, "Three Kingdoms: Plotting the World", which bets on the SLG track, will achieve the first single-quarter profit after listing in the third quarter of 2024.

In fact, even miHoYo couldn't laugh.

As the golden sign of miHoYo, "Genshin Impact" has passed its peak, and it can be seen from the operation of reducing the amount of purchases and shutting down a certain channel server.

According to public information, in the first half of 2024, the average monthly retention rate of "Honkai: Star Dome Railway" is 4.5%, while the average monthly retention rate of "Ark of Tomorrow" is 5.4%.

This means that the former is even less loyal than the latter.

According to the research report of Bank of Communications International, from January to August 2024, miHoYo accounted for two of the top 10 mobile games in China in terms of turnover, and "Honkai: Star Dome Railway" ranked ninth, with a year-on-year decline of 13%; "Genshin Impact" ranked tenth, with a year-on-year decline of 52%.

Because of this, miHoYo has high hopes for "Jeopardy Zero".

Unexpectedly, although "Jeopardy Zero" is a masterpiece of conscience and a sensation when it was launched, it fell out of the top 100 of the iOS best-selling list in only 41 days after its launch, becoming the first new game to fly on the list since 2020.

According to data from Sensor Tower, in November 2024, "Top 30 Chinese Mobile Game Revenue|Overseas App Store + Google Play", "Jeopardy Zero" only ranked seventeenth, behind "Genshin Impact" and "Honkai: Star Dome Railway".

In short, Jeopardy Zero fires fast and cools faster.

"Competition" reported that after the launch of "Jeopardy Zero", the total revenue of miHoYo's three products was not much higher than the revenue of a single product of "Genshin Impact" in 2022, "We can find that the growth brought by products with the same commercialization and cultivation model to miHoYo has gradually peaked, and the competition for users between its three products has become more and more intense."

The new character of "Jeopardy Zero" has been well received

In addition, Miha's "out-of-line" behavior is also a factor that cannot be ignored.

In 2024, miHoYo players will advocate the concept of "two games are two games, and Miyou is a rice game", and staged a cutting drama, intensifying the confrontation in the two-dimensional game market.

In short, buttoning the hat at every turn has worsened the environment for attracting new customers to a certain extent.

Is there a better way to curry favor with female players?

Despite this, there is no shortage of commendable works in two-dimensional games.

The first to bear the brunt is "Ming Tide", a huge global warm-up was carried out before the launch, but a squib was played at the start of the server, the theory of violent death has not stopped, and the character card pool has been updated, and the character of the royal sister route Yin Lin has been well received, and he has come back to life.

It is important to know that in the history of games, it is common to open high and go low, and it is rare to open low and go high.

In the "Top 10 Excellent Mobile Games of 2024" announced by the China Audio-video and Digital Publishing Association, "Ming Tide" and "Jeopardy Zero" are tied for it.

And Google's top 10 game hot search list in 2024, "Singing Tide" and "Black Myth: Wukong" are both listed, but there is no "Jeopardy Zero".

"Singing Tide" has become one of the most awarded domestic games in 2024

In this way, "Singing Tide" broke the belief that "only miHoYo can defeat miHoYo", cut into the hinterland of miHoYo, and miHoYo finally ushered in the first opponent that must be faced.

It should be noted that the success of "Singing Tide" is inseparable from Tencent's strong support.

According to data from Qichacha, on November 27, 2024, Tencent acquired 37% of the equity of Kulo Games (the parent company of "Mingchao"), becoming the largest shareholder of Kulo Games with a 51.4% shareholding ratio.

In other words, since Tencent made efforts to play two-dimensional games, it has finally blossomed.

According to public information, since 2021, Tencent has launched twenty or thirty two-dimensional games, and SPARK 2023 alone announced six two-dimensional games, accounting for one-third of the new games in the current period.

In addition to "Singing Tide", Xishanju's "Dust White Forbidden Zone" also staged a turnaround.

"Dust White Forbidden Zone" is a game that will be launched on July 20, 2023, and it was not brilliant at first, and the outside world speculated that it might be the fate of hitting the streets, but after entering 2024, it will become more and more courageous, becoming a bright spot in the two-dimensional game track.

Qimai Data believes that the average monthly turnover of "Dust White Forbidden Zone" exceeds 100 million yuan, which has reached the level of the head two-dimensional game.

An Internet observer told Zinc Scale: ""Dust White Forbidden Zone" completely meets the needs of male players who 'have men who don't play', provides the greatest emotional value for the basic game, and has become the biggest beneficiary of 'Charming House Style'." ”

In fact, there is a way out to please female players.

According to the "Global ACG Mobile Game Market Research Report", love cultivation is the "most competitive" segment in the current ACG game track, accounting for 22.7% of the revenue with one-eighth of the number of products.

Among them, otome games can be described as hot.

The otome game takes a woman as the protagonist and unfolds a romantic love story with a number of male characters, which is a representation of young people looking for emotional sustenance in the virtual world, and in some ways meets the multi-level psychological needs of modern young people, that is, carefree virtual love.

An industry insider told Zinc Scale: "In the past, the traditional 'second game' did not include female-oriented games, but with the changes in the market, including Diandian data, female-oriented games have been included in the statistical sample." ”

In fact, otome games represented by "Love and Deep Space" are stronger than traditional two-dimensional games.

According to data from "Game Daily", as of December 9, "Love and Deep Space" produced by Papergames ranked fourth in the "2024 Global New Game List", with a turnover of 5.2 billion yuan+, while "Jeopardy Zero" had a turnover of 4.5 billion yuan+, ranking fifth.

All in all, in 2024, the two-dimensional game will be polarized, Station B will choose to abandon the home and change the door, miHoYo will barely keep the house, Tencent will successfully "steal the house", and cast popular works such as "Ming Tide" and "NIKKE: Goddess of Victory", and Xishanju and Papergames will make a lot of money in other ways.

Then, miHoYo will have to work harder in 2025.

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