Fruit Ninja ranked top ten in App Store bestseller list

This simple game, which allows players to become ninjas and make easy cuts to fruits, is now ranked in the top ten of the App Store bestseller list, with over 75 million downloads worldwide.

Wen ‖ Shanghai state-owned journalist Liuchangrong

You may not have heard of Halfbrick Australia, but you must know the company's flagship game, "Fruit Ninja" (Fruit Ninja). The game, which allows the player to become a ninja and make the most of the fruit, is now ranked in the top ten of the App Store bestseller list, almost a must-have game for iphone and ipad users.

In fact, Halfbrick UBM is just a small game studio in Brisbane, Australia, with a total of 45 employees and 5 working teams. Unlike the "Angry Birds", a celebrity marketer, the Fruit Ninja has done little advertising, but has achieved more than 75 million downloads worldwide since its 2010 release. People can not help but ask, a cut fruit of the leisure games so popular?

Game design to do a full effort

"Fruit Ninja" is surprisingly easy to play, there is no more than a checkpoint, there is no complex operation instructions, the user has to do is to use their fingers across the screen appeared on the fruit to cut it; after the end of a inning, only one stroke of finger, you can easily enter the new inning. As a result, the game can be quickly mastered from children to the elderly.

But do not think that this is a near-retarded, rigid little game. In order to have new content or mode to retain old players, attract new players, Halfbrick has been the game has been updated 15 versions, such as the player to cut more than 3 fruits will be awarded bonus points. This difference, not only increases the game's change, but also attracts and adheres to more users, the game to play to the extreme.

Moreover, even by the mobile phone screen and its ability to operate restrictions, Halfbrick is not in the game screen design lazy. Players can be on the screen than the horizontal, vertical, arc, and Z-shaped swords, at the same time, with the sound of the brandished, the cut fruit emits a crackling 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, And how the juice disappears a little. It is this detail that makes the player feel that cutting the fruit is both real and enjoyable.

Marketing focus on regional differences

Perhaps the prototype of the game after the design, Halfbrick feel that only by cutting fruit this element to marketing slightly thin, so joined the ninja role. Ninja in most people's minds is a more mysterious image, especially in the West is very infatuated. Many players just contact this game, will mutter, "Why do ninjas hate fruit?" Added an interest in the mysterious and bizarre game of the name.

While Fruit Ninja swept the app Store and Android Harsh, Halfbrick found 30% downloads from China. But unlike its pro-Pro model in the U.S. and Europe, the opening up of the Chinese market has benefited from cooperation with Chinese companies. For example, by working with the fun game, launched a game with Chinese characteristics and props, through the licensing business model, with the Lok Tao network launched the canvas shoes and doll brand image; With the mobile Internet business cooperation platform The Great Wall will cooperate, responsible for Halfbrick in China's marketing and business partners recommended. It is worth mentioning that the Fruit Ninja Chinese version of the new elements to meet the needs of the new market characteristics. For example, the integration of the 12 Zodiac, firecrackers and other Chinese cultural elements, so that Chinese players feel more fresh, more cordial. Since October 2011, about 4 million downloads have been available in two months.

Accurate positioning

The success of the Fruit Ninja is closely related to its positioning--in the mobile internet age, the game of capturing and satisfying the city's white-collar workers to kill the debris time and reduce the pressure needs will be great. On the computer, dramtically play a few hours of the game naturally has its market, but for the majority of urban white-collar, mobile gaming platform has spawned a new user base. When waiting for someone to wait, on the subway, take out a cell phone, waving a finger can play a few games. Whether it is "Fruit Ninja" cut a full juicy fruit, or "Angry Birds" pull off the slingshot, revenge to steal the eggs of the pig, this kind of games not only can spend free debris time, but also to cut or pull the action of the Slingshot, in the invisible release and slow down people in urban social life pressure.

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. 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. Halfbrick CEO of his own is playing "Fruit Ninja" master, in the arcade mode of the highest score can reach 1056 points, and he knew that few people can be more than 1000 points.

Responsible Editor: Vu Xiaowu