"Fruit Ninja" "Money" good: decryption games how to sweep the world

Halfbrick to the Chinese market more benefit from the cooperation with Chinese companies, in the marketing process, the different elements to meet the Chinese market and successfully attract users eyeball

You may not have heard of Halfbrick in Australia, but you must have heard of the company's flagship game, "Fruit Ninja" (Fruit Ninja). The incredibly simple game, which has been in the top 10 of the App Store bestseller list in 2011, is almost a must for iphone users. Since its release in 2010, many smartphone users, especially white-collar users, have achieved more than 75 million downloads worldwide. According to the information released by its developer Halfbrick UBM, "Fruit Ninja" has a revenue of $30 million in 2011 years, of which the Chinese market contributes more than 6 million dollars.

And the fate of the Fruit Ninja is very different, China's domestic market more than 1 million mobile phone application developers, to achieve a profit of only 13.7%. And unlike the big celebrity marketing "Angry Birds", "Fruit Ninja" almost did not advertise, this section of the fruit of the leisure games why so popular?

First of all, it certainly benefits from the advantages of game design, including gameplay, diversity and detail. Program settings, "Fruit Ninja" is surprisingly simple-there is no one close to the checkpoint, there is no complicated operation, the user has to do is to use their fingers across the screen appears on the fruit; one after the end of a stroke finger, you can easily enter the new Bureau, from children to the elderly can quickly grasp.

But don't underestimate this small game. As is widely said in the game world, a successful game is certainly very easy to get started with and it is hard to really grasp it completely. This is especially important for casual games. Perhaps from the age of 3 to 80 years old people will play "Fruit Ninja", but to get high score but need to constantly repeat the game, try to figure out skills, even waiting for luck. In order to have new content or mode to retain old players, Halfbrick has been the game has been updated 15 versions, such as a player to cut more than 3 fruits will be awarded bonus points. This differentiation, both increases the game changes, but also attracts and clings to more users, want to play the game to the extreme.

Despite the limited ability of the mobile screen to operate, Halfbrick still spends considerable effort on the design of the game screen. Players can be on the screen than the horizontal, vertical, arc, Z-shaped swords, accompanied by a brandished sound; when the fruit is cut, it emits a burst sound and a splash of juice, and different fruits are cut in different colours; even at a slow rate of 10%, you can clearly see the direction of the juice spatter when the fruit is cut, Even how the juice disappears a little. Such details make the player feel that cutting the fruit is both real and enjoyable.

As an important market for "Fruit Ninja" contributing 30% users, Halfbrick in marketing, and also in different elements to meet the Chinese market and success. Unlike the operating models that are more familiar with the U.S. and European markets and are mostly pro-Pro, Halfbrick's opening up to the Chinese market has benefited more from cooperation with Chinese companies. Halfbrick, for example, has launched a "Fruit Ninja" game scene and props with Chinese characteristics, in collaboration with the Chinese gaming agency, the fun game. This version of the 12 Zodiac, firecrackers and other Chinese cultural elements, so that Chinese players feel more fresh, more cordial. Only two months after its launch in October 2011, the Chinese version already has about 4 million downloads. Channel, Halfbrick and mobile Internet business cooperation platform The Great Wall will cooperate, responsible for Halfbrick in China's marketing and business partners recommended--2011 The first half of the year, the Great Wall will successfully promote the "Angry Birds" into the Chinese market.

In addition to the game itself continues to deepen, Halfbrick also through the licensing business model, with the Lok Amoy network to launch the canvas shoes and dolls to build brand image. Today, a similar product licensing model for Halfbrick has created about 20% of revenue for the team. By the heat of the Fruit Ninja game, Halfbrick continue to launch related clothing and toys, such as offline products, and even plans to take out the film about Fruit Ninja, the future will also extend the game's industry chain income ratio to 50%. But even if "money" is good, Halfbrick CEO Shainiel Deo still does not have the plan to attract investment: "We are very profitable, do not need VCs, there is no market demand."