Zhong Guo Jing Ying Bao·2026-02-27 19:34Core Insights - The 2026 Spring Festival period has become a competitive battleground for game manufacturers, with various collaborations with cultural tourism and the Spring Festival Gala to enhance player engagement [2][5] - Despite the creative promotional strategies, the overall market performance during this period was underwhelming, with iOS game revenue approximately $440 million, remaining flat compared to the previous year [2][7] Group 1: Game Manufacturer Strategies - Tencent's "Honor of Kings" launched a special skin for the Year of the Horse, quickly rising to the top of the iOS sales chart, while "Peacekeeper Elite" introduced a new map inspired by Dunhuang culture, achieving over 90 million daily active users on New Year's Eve [3][4] - NetEase's party game "Egg Party" engaged users with login rewards and collaborations with popular IPs like "My Little Pony" to attract new players [3] - Several manufacturers, including 37 Interactive Entertainment, integrated local cultural elements into their games, enhancing the immersive experience for players [5] Group 2: Market Dynamics - The 2026 Spring Festival saw a shift from new game launches to competition among established titles, with popular games like "Honor of Kings" and "Peacekeeper Elite" dominating the iOS sales rankings [6][7] - New games that were anticipated, such as Tencent's "Out of Control Evolution" and Perfect World's "Otherworld," did not launch during the festival, indicating a strategic focus on existing titles [6][7] - The overall revenue decline of 0.03% compared to the previous year reflects the increased promotional costs and the distraction of players during the holiday season, making new game launches less cost-effective [7]