Xin Lang Cai Jing·2025-12-10 02:44Core Insights - The game "Endless Dream Return" will officially shut down its servers on December 31, 2025, just six months after its launch on May 8, 2025 [3] - The game, developed by Kuaishou's self-developed game brand, received significant attention upon its release but faced mixed reviews due to gameplay and gacha mechanics [5][7] - The game struggled to find a balance between long-term character development and the immediate satisfaction typically associated with roguelike gameplay, leading to a decline in player engagement [7][8] Company Performance - Kuaishou's self-developed game brand, Danzhi Universe, launched "Endless Dream Return" on November 21, 2024, reaching a peak of 33rd on the iOS sales chart within two days [5] - The last content update for the game occurred on April 17, 2025, prior to the launch of the Taiwan, Hong Kong, Macau, and Singapore version, indicating a lack of ongoing support [10] - The company has faced challenges with other titles, such as "Super Time Run," which also experienced a lack of updates and engagement similar to "Endless Dream Return" [14][16] Industry Context - The game industry is witnessing a shift where long-term mobile games must balance character development with immediate gameplay satisfaction, a challenge highlighted by "Endless Dream Return" [7][8] - The upcoming title "The Secret Master," based on a popular web novel, is seen as a critical project for Kuaishou, with significant resources allocated to its development [20][22] - The company has undergone layoffs and resource reallocation, focusing on "The Secret Master" as a potential turnaround project amidst declining performance of other titles [22]