SANQI HUYU(SZ:002555) Xin Lang Cai Jing·2025-12-11 04:07Market & Product Situation - The game "Survival for 33 Days" by 37 Interactive Entertainment has rapidly climbed the WeChat mini-game sales chart, moving from rank 71 on November 27 to rank 26 by December 7, a rise of 68 positions in just 12 days [1][3][13] - The game is set in a post-apocalyptic world with themes of survival, where players act as survivor leaders to gather companions and build defenses against infected creatures [3][15] - The gameplay features a dual system of "core development + exploration," with character roles such as warrior, tank, support, and ranged, each capable of upgrading and unlocking new skills [3][16] - The game map employs a "fog of war" design, requiring players to meet conditions to unlock new areas, enhancing the sense of exploration and providing clear growth objectives [5][18] - The visual presentation uses a realistic apocalyptic art style, enhancing immersion, while combat effects are designed to maintain engagement without causing visual fatigue [5][18] Marketing Strategy - The advertising strategy for "Survival for 33 Days" began in mid-November with a modest daily ad volume of under 100, which increased significantly by late November [1][9][19] - The main advertising creatives focus on the themes of "survival" and "apocalypse," using straightforward messaging to quickly convey the game's core value [9][22] - The ads include nostalgic elements targeting users from the 80s and 90s, evoking memories of classic survival games, which helps stimulate download interest [9][20] - The marketing approach is characterized by low-key spending, allowing the company to gauge player interest without overwhelming exposure [9][22] Industry Insights - The survival RPG segment is still in a blue ocean phase, with unmet player demand, allowing 37 Interactive Entertainment to differentiate itself from competitors in the crowded survival SLG market [1][10][23] - The successful launch of "Survival for 33 Days" indicates the potential for diverse development within the survival mini-game genre, suggesting future expansions into various sub-genres [1][11][24] - The game has received an APP license, indicating potential for dual-platform operation, which could enhance user engagement and lifecycle value [1][10][23]