Tiger sniffing note: 2017 is about to pass, and the competition in the game market has also ushered in the final battle. At the end of the year, "QQ Flying Hand Tour" became another explosion. Although "changing hands" is an old routine, the reputation and data of this game have performed well, and the DAU has exceeded 10 million in 24 hours. Tencent also took this opportunity to complete another category layout.
This article is transferred from WeChat official account’s "Gamelook(ID:GameLook_News)", the original title."2017 mobile game final battle: the racing category won the full score, and the results of < QQ speeding mobile game > were eye-catching".
2017 is about to pass, and in the mobile game market, the competition for user time by category is becoming more and more fierce. Whether the MOBA category continues to triumph, the MMO market is "unmoved", and even new categories such as tactical competition, leisure racing and strategic warfare are springing up like mushrooms after rain. The taste of users in the mobile game market has been more and more "sharp". When manufacturers finally realized that the importance of market competition between categories was higher than the confrontation between similar competing products, Ma Xiaoyi, senior vice president of Tencent, pointed out more directly: the winner takes all, and the outcome between categories ultimately depends on the contest of head products.
It’s the end of the year. Standing on the tail of 2017, looking ahead, the mobile game market in China experienced the initial boom in 2014 and the rise of IP products in 2015. Until 2016, MOBA and MMO each accounted for half of the country, and the glory of the king rode the dust. However, what kind of description and game should be used to describe the coming 2017?
QQ Speeding Tour is a good option. The biggest trend in the mobile game market in 2017 is undoubtedly verticalization. Whether tactical competition is for FPS or racing is for leisure, users’ needs have become more and more subdivided and more and more difficult to meet. As the head product of racing category, "QQ Speeding Hand Tour" was launched on the third day from the end of 2017. Then, it handed over the answer sheet that others could not complete in a year:
As of December 30th, the official announcement of "QQ Speeding Mobile Games" shows that the number of daily active people has exceeded 10 million. Correspondingly, "QQ Speeding Mobile Games" broke 10 million in 24 hours, ranking first in the iOS free list and second in the best-selling list. We have made a preliminary observation, and the content discussion of "QQ Speeding Tour" on social media platforms such as WeChat, Weibo and QQ Space has been overwhelming in the past few days.
Chess is said to be an official, ending, testing mental strength, chess power and the layout of grass snake gray line. Near the end of the year, when all eyes were on the chicken-eating war stirred up by Netease and Tencent, they quietly won the 45 million-reserved "QQ Flying Mobile Games", which thundered in silence and really won the final battle of the 2017 mobile game.
Of course, it is not the only one. The jump of WeChat games, love and the success of producers in local categories are all new dark horses that cannot be ignored at the end of 2017. However, on the influence of IP, on the volume of products, on the longer-term user ecology and even industrial ecology, "QQ Speeding Mobile Games" must be an unavoidable industrial topic for many colleagues next year.
The number of daily active users has exceeded 10 million, and "QQ Flying Tour" only took 3 days.
DAU (number of daily active users) is an important indicator to measure the status of mobile games in the industry. In the mobile game industry, DAU can be called a masterpiece (such as Fantasy Journey to the West), and it is already a myth in the industry that DAU can break through 10 million, such as the glory of the king, such as Yin and Yang Division, and it is not too much to say a national game. Today, the "Ten Million DAU Club" has welcomed the fastest membership, and QQ Speeding Tour is full of energy to catch up with its predecessors: it took Yin and Yang teachers two months, the glory of the king three months, and QQ Speeding Tour only three days to achieve the same goal.
All this did not happen overnight. Before that, the three-month 45-million-yuan booking result of "QQ Speeding Mobile Games" has made the industry sit up and take notice. After it was launched on December 27th, it accumulated the enthusiasm of players for half a year and fully released it. For example, the dragon was shocked: 10 million yuan was added in 24 hours, reaching the new goal that other head products took months to complete. The results of reaching the top of the free list within 8 hours and the second place in the 24-hour airborne bestseller list have been maintained until now. The performance of "QQ Flying Hand Tour" may make people rethink, and racing may really be an underestimated category.
Of course, we will also doubt whether this will be limited to the operation of one wave, just like many new tours. However, as far as word of mouth is concerned, there is no trace of an abrupt end: the score of "QQ Speeding Mobile Games" is as high as 8.5 in TAPTAP, which is much higher than several popular mobile games on the market at present. No matter from the old players of QQ Speeder, game media or early adopters, we have seen a lot of similar compliments.
What is it that created such unreasonable data and word of mouth of QQ Speeding Tour?
The Change and Invariance of "QQ Flying Hand Tour"
The product itself is always the best explanation. When we experience "QQ Speeding Hand Tour", we can easily feel that, as an end-game adaptation product, "QQ Speeding Hand Tour" has changed and remained unchanged in product design.
The so-called "unchangeable" refers to the insistence of QQ Speeding Mobile Games on racing games in essence: the most essential demand of users for racing games, that is, the exciting pleasure brought by racing. The original group of people who traveled in those years insisted on "the restoration of IP experience" from the beginning, not just the so-called "IP restoration". This attribute determines that the mobile game is not only restored on the classic right-angle curve track, familiar with racing models, music, etc., but also allows classic operations such as small spray, air spray, landing spray and CWW spray, without any discount on the experience due to the limitations of the mobile phone. Do you feel familiar with this transplant ability? "the glory of the king" once brought MOBA into thousands of households, and all this was completed by Tianmeiqi’s R&D team, which was famous as early as the end tour era.
The so-called "changed" is to adapt to the choices made by mobile phones. Give up the complicated operation mode that is difficult to implement on a large scale, and replace it with a simpler and easier drift operation. Just press and hold two keys to easily complete the drift, which is convenient for novice players to master quickly. To this end, a large number of novice tutorials are introduced in the game, and the frustration of users is reduced through incentives, so that players are willing to take the initiative to master skills and stimulate their desire to learn. At the same time, while retaining the most classic racing game, QQ Speeding Tour has also made timely adjustments to the props game: breaking away from the speed confrontation of lonely heroism, creatively introducing concepts such as props transfer and team opening into the racing category, so that the competition of skills can deepen the strategic and tacit confrontation between people and teams.
Innovation and restoration are always two ends of the balance, and "QQ Flying Tour" has added the same weight to both ends. It is familiar with old players and friendly to new players. As a result, it broke the record of 10 million DAU in three days.
Everyone knows the truth, but few people did it before QQ Flying Tour.
On the other hand, the attempt of "QQ Speeding Hand Tour" at the marketing level has not made this golden signboard dusty. For example, it is the first time for many users to see the H5 interaction that was jointly launched with Q and completed by QQ. Compared with the WeChat game, this H5, which simulates the operation of QQ flying hand tour, is polished more fastly in terms of image quality, operation and creativity, and is more in line with the tastes of young people. Some people joked that this H5 has solved the eternal problems of "try before buying" and "experience before downloading" in mobile games.
Pan-entertainment cooperation, Jason’s cooperation, can be regarded as the emotional choice of old players. Before that, in the player survey released by QQ Speeder, Jason ranked in the top number of votes. Jason’s theme song "FAST", after its launch, quickly hit the charts. And "QQ Flying Tour" has never stopped blasting the feelings of the old players since the appointment, and there is a team that loves QQ flying. It took 2,280 hours to create a page-turning animation, which attracted a climax. It is hard to imagine that a 2-minute animated video actually contains 3,000 frames, 5,000 hand-painted manuscripts, 4 months to polish and 100 eggs that evoke tears of players.
For "QQ Speeding Hand Tour", everything comes at the right moment, whether it is product or marketing. Facing the 470 million registered users accumulated by QQ Speeder and the vast market of Tencent Mobile Games with more than 600 million monthly active users, the achievement of 10 million DAU in three days of QQ Speeder Mobile Games is the first dazzling note in this broad background.
Leading the winners and losers among categories, can "QQ Flying Hand Tour" do it?
Unprecedented, this is to describe the height that "QQ Flying Hand Tour" has reached. It’s too cold at the top. Where will the next milestone of "QQ Flying Tour" be?
We need to think about this problem from the perspective of game categories. As mentioned above, 2017 is a showdown between sub-categories, and the head products in the categories are an important carrier to carry the category showdown.
For example, Ma Xiaoyi, senior vice president of Tencent, said that each category has a definer, a breakthrough and a follower. Only products with high quality can promote category breakthrough. In the field of racing mobile games, the real definer has not been born before, and the racing category is still a blue ocean. At present, the achievements of "QQ Speeding Tour" can already help the racing category to complete the definition.
Next, what it has to do is to change this category from a "niche game" recognized by the public to a "national game" in a new field.
In the end, which vertical category will give birth to a new national game has not yet been determined. Most of the views held by the industry are optimistic about tactical competition, while a few are free from emerging categories such as racing, strategy and sandbox.
The author believes that it is difficult for tactical competition to give birth to a real national game. Not to mention the pain of changing the operation of the FPS game terminal to the hand strap, from the point of view of several testers in this category, they are all playing pass the parcel’s games. From millet gunfight to wilderness action. The confrontation between Glorious Mission and Terminator 2, in the final analysis, is robbing the same group of users-those who are interested in "eating chicken" are still circulating among different products, and there is no formula, and the giants have not seen the embryonic form. The genuine Jedi survival mobile game created by Tencent and PUBG is expected to arrive late in 2018, and the dust of this category has settled, still waiting for time to give an answer.
There is no dominant head product, which gives other categories enough time window to cultivate and snatch users and fulfill the desire of category breakthrough. And at the right time, "QQ Flying Tour", neither too early nor too late, just stepped in this gap.
The greater the user’s demand, the lighter the way to meet the user’s demand, and the higher the possibility of acquiring users. The characteristics of racing category are two or three minutes, which determines that it is more suitable for users’ fragmentation time. The core tone of competition gives users the reason to invest time repeatedly.
The following story is not difficult to guess, through the experience and cultivation in the field of e-sports, as well as the demand occupation of more subdivided users. "QQ Flying Hand Tour" will continue to enter the users, firmly pulling around, snowballing to complete the breakthrough of the whole category.
In the end, the winner takes all.
The mobile game market never refuses a new peak. It is the emergence of new giants and new national games that keeps the whole market alive. Judging from the score at the end of 2017, the racing category has won out of 100, but in 2018, how can other categories catch up? It will take time to give us an answer.