Changes in the Japanese market: IP is not dominant, eliminate class fade, RPG popular

When it comes to the Japanese market, the first thing we think about is the "Dragon City" and the "Monster Marbles" and the RPG, which has always dominated, and rarely sees MMO games in the forefront of the list. In the past 2014, aiming company's MMO tour "the sword and the magical realm: the Ancient Goddess" (hereinafter referred to as "Logres") has broken this rule by the top five of its best-selling list. Why is an original MMORPG able to rose to the best-selling list in the Japanese market where MMO has never been popular?

At the Gamer 2015 conference held in Beijing in Friday, the chief operating Nagan and Mr. Aiming of the Japanese Capital Corporation Limited visited the scene to share the experience of having a Japanese-style MMORPG hand swim to the top three of the best-selling list in Japan.

Aiming and "Logres" 2014

Aiming has been involved in the development of MMO games for nearly 4 years and has long been a difficult challenge to enter the competitive Japanese market with MMO games. But last year, aiming's "logres" successfully achieved more than 100 rankings of growth, ranked among the top five iOS bestseller list, the highest number to reach third place. At present, the monthly flow of more than 100 million yuan. In November 2014, Tencent invested billions of yuan in its investment, allowing aiming to become the first hand-travel developer to invest in Tencent in Japan.

In the Japanese market, App store and Google Play are the main strategy of product operation, in view of Japan does not have a similar micro-letter platform, the list will not appear in the forefront of a monopoly, then the method must be in line with the Japanese market.

Aiming's October 14 survey showed that 32% of users were aware of "Logres" from the App Store and Google Play list, and 35% of users were told by friends. More than 60% of new user sources are from friends Introduction and leaderboard clicks. Only 10% of the users are getting the TV ads.

Therefore, to improve the ranking position and promote Word-of-mouth is an important way to promote, rather than traditional television advertising.

From the market size, Japan's hand tour value of about 15 billion yuan per month, can reach 300 billion yuan a year. As long as can enter the Japanese game best-selling list 50, one month income can reach 100 million yen (namely 5 million yuan). For Japanese game developers, entering the game list 50 is a very important indicator.

Changes in the Japanese market: IP is not dominant, eliminate class fade, RPG popular

Ranked in the top 100 games, IP adaptation of the hand tour accounted for only 22, the other nearly 80 are from the research hand, so the IP does not dominate the market, as long as the game is fun, the likelihood of success is great.

The overseas Game "COC" and "Game's War", which enter the Japanese market, are among the top American products, with more than 10 and more than 50 in Japan, so that a good game is able to reach the first 50 of the best-selling list in Japan.

The elimination of the Japanese market game is gradually fading out of the market, King's "Candy Smash legend" and line "line Pokopoko" is more famous, although the latter put a lot of TV/internet advertising, but the results are gradually declining.

From the overall trend, elimination games are fading out of the Japanese market.

In contrast, RPG games in Japan more and more popular, if the quality of the RPG game, in Japan to achieve greater success. Compared to the Japanese best-selling list of 100-digit game categories, RPG accounted for the largest 31%. In the smartphone gaming market, games that are highly demanding are not popular.

The success of "Logres": The key is to improve the pay experience

First, to MMO

The first element of Logres's success in Japan was the elimination of figures on the screen, such as attacks, names of characters, and various numbers being eliminated. From the point of view of the Web game, it is surprising that there are no numbers in an MMO, and it is not an MMO. This illusion is what we want to achieve, so that some players unfamiliar with the MMO can enter the game, will not be full screen data scare away.

Ii. pay attention to the Guild

In Japan, most games require mutual recognition to be friends. But in "Logres", as long as one side of the confirmation can add friends. Players can quickly build relationships, make it easier to find friends, and experience socializing.

Iii. concentration of active time

In MMO games, the more users play, the more fun they are. We use activities to allow activities to enter the game within a certain period of time, such as 8-9 o ' clock in the morning, 12-13 in the noon, 18-19 in the afternoon, and after 23 o'clock in the evening before bedtime. For these time period launches the activity, simultaneously will dau to these activities, lets the time point the active degree to reach the biggest, and gradually launches conforms to the user taste the operation activity.

Iv. experience in advance

"Logres" Each month will give players a lot of money, monthly income of 100 million yuan, the monthly will send out 300 million yuan game currency, accordingly, income will also increase the part of the send out. From an operational point of view, giving money is equivalent to allowing players to experience the payment experiences ahead of time, and then they will be more willing to pay.

The amount of money savings corresponds to the effect gain

The user stores a certain amount of money can gain effect, make it easier for them to pass. For example, if you have 30 currencies, your experience value is twice times, and if the currency is below 30, the empirical value will be reduced to half. In this case, if a user buys a twist or a device, and wants to gain the benefit, he needs to pay again.

Finally, Hagi said: "The needs of Japanese users are becoming more diverse, but they are becoming more and more focused on a particular point." "There are all kinds of games in the Japanese market and they can be successful." He also looked forward to the next two years, China's hand tour is also likely to succeed in the Japanese market, he hopes to borrow aiming and Tencent cooperation, the Japanese market to inject the hand of fresh blood from China.