AppLovin也看走眼？卖掉的工作室新品收入暴涨，不靠买量靠运营？

Core Insights - The emergence of "MONOPOLY GO!" has created a new category of gaming rather than merely competing with existing products, indicating potential for new user segments to be explored [1] - "MONOPOLY: Bingo!" has shown a remarkable revenue increase, with daily income surging by 166% without expanding advertising efforts [1] Market Performance - Revenue Situation: "MONOPOLY: Bingo!" launched in January and has seen steady growth, with a significant spike in October where daily revenue jumped from an average of $30,000 to nearly $80,000. Total revenue is estimated to approach $5 million, with in-app purchases accounting for 55% of this revenue [4][6] - Download Situation: The game experienced a notable increase in downloads starting in May, reaching over 31,000 daily downloads in October. Total downloads are estimated to exceed 2.8 million, with 53% from Google Play and 47% from the Apple Store [8][11] User Demographics - The majority of revenue (80%) comes from the U.S. market, with the UK (4.7%), Canada (2.7%), and Australia (1.8%) contributing to the remaining revenue [6] Advertising and User Acquisition - Advertising Trends: Initial advertising was minimal, but a significant increase occurred in May, with daily ad material exceeding 200. However, the overall ad spend has decreased while revenue has surged, indicating improved game content and operations are driving income [20] - Target Markets: The top five advertising markets for the Google version include the U.S., Portugal, Brazil, Singapore, and Indonesia, while the Apple version focuses more on developed markets in Europe and North America [21] Gameplay and Features - The core gameplay of "MONOPOLY: Bingo!" differs from "MONOPOLY GO!" by focusing on a Bingo mechanism, allowing players to earn properties and rewards through gameplay [10] - Recent updates, including a Halloween version and performance optimizations, have enhanced user engagement and revenue, with seasonal events boosting player activity and spending [14][17] Creative Advertising Strategies - The game employs various advertising strategies, including street interviews, showcasing the excitement of Bingo wins, and nostalgic appeals targeting older demographics [23][25][29]