Core Insights - The evaluation of a game's success has shifted from initial launch performance to long-term player retention, highlighting the increasing importance of Live Ops [1] - A recent report by Sensor Tower indicates that 78% of the top 1000 revenue-generating games in 2024 will experience a year-on-year revenue decline in the first half of 2025, with 6 games seeing revenue drops exceeding $100 million [1][4] - Despite challenges, there are standout games like "Whiteout Survival," "Last War: Survival," and "Gossip Harbor," which have achieved significant in-app purchase revenue growth, attributed to effective operational activities [4] Group 1: Successful Game Strategies - "Whiteout Survival" hosted 50 monetization events in July, while "Gossip Harbor" launched 39 major events this year, showcasing the importance of high-frequency, high-quality operational activities [7][11] - Both games have developed structured and well-paced activity strategies that enhance user retention and positively impact revenue [7][24] - The monthly activities in "Whiteout Survival" focus on team competition, fostering both individual and group competitive spirit among players [14] Group 2: Activity Design and Player Engagement - "Whiteout Survival" employs a core PvP activity called "Power Peak," which encourages player engagement through a competitive framework that minimizes individual impact on overall outcomes [16][18] - The game integrates various activities into a cyclical consumption ecosystem, enhancing player participation and spending [18][23] - "Gossip Harbor" maintains a high frequency of events, with up to 73 activities planned by April 2025, ensuring continuous player engagement [27] Group 3: Monetization Techniques - "Gossip Harbor" effectively creates urgency and scarcity through targeted offers, such as a limited-time package for rare cards, which stimulates impulse purchases [35][39] - The game’s weekly tasks are designed to reward players for daily logins, enhancing retention rates [41] - Both "Whiteout Survival" and "Gossip Harbor" demonstrate that successful games utilize a systematic approach to operational activities, categorizing them into monetization, progress, and social activities [49][70] Group 4: Market Trends and Future Outlook - The report indicates that core strategy games are expected to see a 25% increase in IAP revenue share in the first half of 2025 compared to the same period in 2024 [46] - The combined revenue from these game categories is projected to reach $7.7 billion, indicating a new growth path in the global market [46] - The competition in the gaming market has evolved from content development to comprehensive operational strategy, making effective operational strategies essential for sustained growth [73]
上半年收入同比多了14个亿，它们是真把“Live Ops”给玩懂了
3 6 Ke·2025-09-16 03:52