Core Insights - The mini-game "Living in Longing" has recently shown strong market performance, entering the top 10 of WeChat mini-games popularity list and steadily climbing the sales rankings [1][4] - The game is based on the popular variety show of the same name, which has accumulated over 1.5 billion views in its latest season [2] Market & Product Observation - "Living in Longing" debuted at 8th place on the WeChat mini-game popularity list on October 23 and reached 43rd place on the sales list by October 29, indicating a rapid improvement in rankings [4] - Despite its decent market performance, the game is not particularly outstanding in terms of revenue generation, reflecting the saturation in the mini-game simulation sector [6] - The game emphasizes IP content restoration, featuring a "dual gameplay" core element and recreating various scenes and elements from the variety show, such as the "Mushroom House" [6][7] - The art style employs low-saturation warm colors to create a calming atmosphere, aligning with the show's "slow-paced" theme [6] User Demographics - The game targets a high proportion of female users, primarily aged 20-30, with a significant presence in "new first-tier" cities [7][9] Marketing & Creative Strategy - The game maintained a low volume of marketing materials from July to October, with a peak of nearly 1,000 materials on October 26, followed by a decline [10] - Creative strategies focus on "IP + immersion + lightweight" content, highlighting the unique experience of the variety show and emphasizing a relaxing gameplay experience [10][12][14] - The marketing approach is characterized as "low-key," leveraging the strong influence of the IP to attract initial users and relying on social sharing for further growth [16] Industry Trends - The emergence of mini-games based on variety show IPs like "Living in Longing" suggests a new trend where video platforms are increasingly investing in the mini-game sector to drive user engagement and retention [17][18] - Video platforms see mini-games as a cost-effective way to convert IP resources into revenue, enhancing user interaction and prolonging engagement with their content [17][18] Challenges Ahead - Despite the clear advantages, the cross-industry move into mini-games presents challenges, including potential market saturation and the risk of user attrition if the associated IP loses popularity [19] - The industry must address issues of gameplay innovation and dependency on IP popularity to ensure long-term sustainability and growth [19]
当综艺IP遇上小游戏：《向往的生活》是昙花一现还是新生态起步？
3 6 Ke·2025-11-03 10:51