"Sheep has a sheep" is hot behind: How much does the "elimination" of low development costs make money?

In the past two days, a mini -game "Sheep with a Sheep" claiming to pass the pass rate has exploded everyone's social platform. In just a few days, "Sheep's Sheep" has appeared on Weibo heat. Search 11 times and the topic reading reached 2.5 billion. Due to the large number of participants, the game server collapsed three times within 24 hours.

The reason why "Sheep has a sheep" can quickly fire the circle, in addition to the "difficult gimmick" of the 0.1%customs clearance rate, netizens' positive interaction on social platforms is indispensable.

Many big V bloggers have tried and showed their results. Some netizens claimed that "I played more than 1,000 times a day"; then, the creative materials and network paragraphs of "Sheep" began to "wash" on the social platform "washing" on the social platform. The popularity of "Sheep" was burned again and again.

Why is the fire?

First watch the "Sheep's Sheep" game itself, regardless of game rules or screen design, this game is not outstanding. The rule of "Sheep" is that you only need to point the three blocks in the picture in the grooves below the interface, and the pattern will be eliminated.

But starting from the second level, due to the number of squares and overlapping layers, the difficulty of the game will rise in index level. Many netizens said that the first level is "kindergarten level", and the second level is directly "college entrance examination. "Level", the game may not have a third level at all, after all, the development cycle of this game is only 3 months.

Although "a sheep with a sheep" is difficult to clear, players can also choose BUFF blessing. For example Essence

The difficulty of customs clearance often stimulates the player's desire to win. Many players want to "expose the circle of friends" in order to get good results, and they want to complete the customs clearance at all costs. Some netizens said that they have played how much they have played Thousands of times, read more than 900 advertisements.

Regarding the popularity of "A Sheep", the industry believes that there are several keys. "The difficulty of customs clearance" is the first step to attract players into the pit. The game producer cleverly improves the difficulty of the game and will appropriately stimulate the player's negative emotions. Essence At this time, combined with the popularity of social platforms, players will be guided to make interactions such as "sending Weibo Tucao" and "repeated challenges". In the end, they will not hesitate to "look at advertisements" and "spend money" to complete the challenge.

From this point of view, instead of attracting users with a good game design, it is better to say that this game is better at capturing the psychology of player and the hot topic of social platforms.

From this period of time, almost all social platforms such as Weibo, circle of friends, and Douyin are participating in the topic. All bloggers and big Vs are actively trying. Participation is almost impossible to create the current popularity.

Taking a few topics of the hot search on Weibo as an example, the topic like#以 以 以 以 以 以 以 以 以 以 以. If there is no boom, I am afraid it is difficult to reach the hot search list. There are also some short video titles with celebrity names, but the video content has nothing to do with the stars. Obviously this is the keyword of brushing traffic.

Small game leverage big income

It is not difficult to see that behind "Sheep and Sheep" is actually just a "traffic feast", aside from the blessing of traffic, "Sheep and Sheep" is actually a common "three games": one kind of three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or three or, they Classic games that can be eliminated by more elements can be eliminated.

From the difficulty of development, it is naturally unable to compare games such as the glory of the glory of the game championship for a long time, but such a simple "three games" also has its own unique charm.

For example, the youngest "Happy Elimination" in "Three Games" has been released for 8 years, but it is still hot. In the last year's iOS game download list, it has always been located on the total download list The top ten ranks, and almost always dominated the top of the iOS "Puzzle Decrying" revenue list.

In addition to "Happy Elimination", there are also several "three games" that once achieved the heads, such as "Bin Guo Disaptment" developed by Lemon Weiquan, and "Everyday Love Elimination Daily Elimination of Daily Love Elimination ", According to the game official, the registered users of the above three games are 870 million, over 200 million, and 150 million, respectively. This data adds up to 1.3 billion. It can be said that most of the Chinese users have played the "three games".

Moreover, the "three games" are not only popular in China, but also loved by gamers in Europe and the United States. According to the GameReFinery report, the elimination game in 2020 is the largest segmentation game category in the United States and the United Kingdom, accounting for 19 % of all games, accounting for about 27 % and 24 % of the overall market revenue.

Although the game is simple, the ability to attract gold cannot be underestimated. According to the prospectus submitted by the "Happy Elderly" development company music element in 2017, from 2015 to 2017, the revenue of "Happy Loan" revenue was 651 million yuan, 1.144 billion yuan, and 1.458 billion yuan, respectively.

"Bin Guo Disagreement" also submitted a prospectus in 2019. From 2015-2019, the game realized 46.2158 million yuan, 193 million yuan, 374 million yuan, 247 million yuan and 310 million yuan in revenue.

What is the concept of 1.4 billion yuan an annual income of "Happy and Elimination"? Probably equivalent to the domestic game revenue champion King Glory for a month of running water revenue. According to the Sensor Tower store intelligence data, in July 2022, Tencent's "Glory of the King" attracted about $ 225 million in global gold. One of the reason why these small games can make a lot of money is the reason that they can cover almost all the players of all ages. The element has conducted a survey of the user group of "Happy Elimination". The results show that its user base covers 18 The age-50+ years old, of which 31-40 and 41-50 age user group accounts for relatively large.

One of the reasons why the "three games" can popularize the players of all ages is that although this type of game is simple, it has the characteristics that can make people addiction. From a psychological point of view, it can cater to the potential forced psychology of players, and Can output feedback in time.

Young players use the "three games" to pass the fragmented time. For middle -aged and elderly players, the "three -game game" can also help them pass boring time. It is worth mentioning that in the "three games", the willingness to pay for middle -aged and elderly users is also obviously stronger than the young users. According to the research data of "Happy Elimination", the per capita recharge amount of the player after 60 is after 00 after 00 3 times.

Calculated by the scale of 800 million registered users, even if each person only pays 1 yuan, the annual income is 800 million yuan, let alone the element like "Sheep and Sheep" It can also bring advertising revenue to the company.

Can "eliminate fun" continue to be prosperous

However, "Happy Disagreement" and "Bin Guo Dowager" sprint the IPO, but in the end they returned. One of the reasons is that the proportion of the company's total revenue in the company's total revenue is too large, bringing great uncertainty to the company's operations. Taking "Happy Elimination" as an example, the proportion of the total revenue of the game is about About 60%.

In addition, the "moat" of such games is not high. "Happy Disagreement", "Bing Guo Disagreement" and "Everyday Love Elimination" developed by Tencent, the core content of several games is similar, and even the effects of the animation are exactly the same. Never disconnected.

Because of its strong replacement, the game does not have a unique competitive advantage. The growth of users of "three games" depends on promotion and marketing. Taking "Happy Elimination" as an example, according to its prospectus, the company's promotion cost of that year It accounts for about 1/3 of the total revenue.

But even so, the profitability of such games has gradually declined. Taking "Bin Guo Disaptation" as an example, its operating data in 2019 has significantly declined compared with its peak in 2017. The revenue is less than half of the whole year in 2019.

Moreover, the annual income of these games is not low, but the average payment amount of each user is not high. Take "Happy Elimination" as an example. Its payment rate in 2017 is only about 6 %, which means that These "three games" are all happy, and there are not many people who are willing to "gold". The high revenue is mainly piled up by the user scale.

It is difficult to increase the average payment amount of a single user through game rules, which also means that once the user scale of the game starts to decline, the game often appears incredible slump.

However, to this day, "Happy Elimination" can still occupy the top ten of the game download list. Perhaps their ability to make money is declining, but the "three games" still have irreplaceable charm in the minds of players.

They are easy to get started, and can help players to relieve decompression. In terms of "gold", there are not much requirements for players. More importantly, although the gameplay is similar, major developers will continue to add new elements to maintain it to maintain Players' freshness, such as "Happy Elimination", launched the one -month Winter Olympics theme event during the Winter Olympics.

From this perspective, it is hard to say whether "Sheep's Benefits and Sheep" can continue to get angry after the flow ebb, but if it keeps so high "customs clearance difficulty", I am afraid that many players who have no patience will refuse to refuse without patience. Outside the door. However, if this is just a plot of capital, maybe "Sheep and Sheep" has reached their wish, what about the future? (Spiral Lab)

Edit: Zheng Chuqiao

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