一款小游戏，偷偷赚了160亿

Core Viewpoint - The article discusses the success of the mobile game "Endless Winter," developed by Point Interactive, which has outperformed major competitors in the gaming industry, achieving significant revenue growth and user engagement [4][5][8]. Group 1: Game Performance and Revenue - "Endless Winter" has generated a total revenue of $2.25 billion (over 160 billion RMB) globally as of March 2025, making it one of the fastest mobile games to surpass $2 billion in revenue within five years of its launch [8]. - The game has become the top revenue-generating mobile game in China and has surpassed established titles like "Genshin Impact" and "Party of Eggs" [5][9]. - In April 2025, the iOS version of "Endless Winter" alone generated a monthly revenue of 380 million RMB, maintaining its position as the top-grossing mobile game in overseas markets [27]. Group 2: Marketing Strategies - Point Interactive employs aggressive advertising strategies, including placements in casual games and short video platforms, to capture potential users during their fragmented time [11][12]. - The game has a high user acquisition cost, with the cost per paying user reaching approximately 98 RMB for casual games, necessitating substantial marketing budgets [21]. - The company has significantly increased its marketing expenditure, with 2024 spending reaching 7.46 billion RMB, up from 3.37 billion RMB in 2023 [18]. Group 3: Game Mechanics and User Engagement - "Endless Winter" combines casual gameplay with strategic elements, initially attracting users with its light gameplay before transitioning to more complex mechanics that encourage in-game purchases [22][24]. - The game has a monthly retention rate of 8%, surpassing the average for similar strategy games, which is around 3.2% [24]. - Players often feel compelled to spend money to protect their in-game progress, leading to accusations of the game being "pay-to-win" [30][31]. Group 4: Financial Impact on Parent Company - Century Huachuang, the parent company of Point Interactive, reported a record revenue of 22.62 billion RMB in 2024, a 70.27% increase year-over-year, with net profit reaching 1.21 billion RMB, up 131.51% [28]. - Point Interactive contributed approximately 15 billion RMB to the parent company's revenue, accounting for 70% of the total [28][29].