3 6 Ke·2025-12-22 08:13Core Insights - The competitive landscape of the auto-chess genre is intensifying as of Q4 2025, reminiscent of the surge in early 2019 when "Dota 2 Auto Chess" was launched, prompting major companies like Tencent and NetEase to innovate and release new titles [2][3] - The current phase of the auto-chess market is characterized by a shift from an incremental to a stock market, with major players focusing on strategic positioning rather than just gameplay mechanics [3][5] Industry Trends - The core user base for auto-chess games is identified as two groups: casual university students and 30+ players who are returning to gaming, indicating a strategic focus on both younger and veteran gamers [5] - The current competition can be viewed as a continuation of the "Roblox" narrative, with a significant emphasis on strategic depth and product iteration over the past six years [5] Product Innovations - NetEase's "Project: Yao Gui" has introduced a novel "battlefield" design that moves away from traditional chessboard constraints, emphasizing unit growth and strategic deployment [6][10] - The game features a unique unit classification system (warriors, assassins, archers, and leaders) that enhances strategic gameplay through a clear counter system [8][10] Gameplay Mechanics - The game removes traditional equipment synthesis, lowering entry barriers and allowing players to focus on core strategy and unit management [10][12] - Players can accumulate resources through unique mechanics tied to different factions, enhancing the strategic depth and operational growth of their units [12][21] Cultural Differentiation - "Project: Yao Gui" leverages a "Chinese demon" theme, filling a gap in the genre and capitalizing on NetEase's established expertise in this cultural space [19][21] - The game incorporates a systematic cultural translation approach, creating unique resource cycles for different factions, which enhances player engagement and strategy [21][23] Market Positioning - The game aims to differentiate itself from established titles like "Teamfight Tactics" by focusing on unique gameplay experiences and appealing to players seeking fresh cultural narratives [24][25] - The target audience includes players fatigued by traditional fantasy themes, those desiring more dynamic battlefield experiences, and players looking for reduced randomness in gameplay [26][28]