Group 1 - The core observation is that the gaming industry is witnessing a shift from content-driven games to gameplay-driven games, with notable declines in the performance of content-focused titles like "Genshin Impact" and "Honkai: Star Rail" [1][8][15] - The rise of gameplay-driven games is attributed to the emergence of innovative gameplay types, particularly "playable mini-games" and the "search-shoot-retreat" genre, which have gained significant popularity [2][4][6] - The overall market performance indicates that while content-driven games are cooling off, gameplay-driven games are experiencing a resurgence, reflecting a return to the fundamental question of whether games are enjoyable [3][6] Group 2 - Content-driven games face challenges such as high development costs and long production cycles, making them less accessible for smaller developers, which limits overall market output [10][12] - The marketing costs for content-driven games are rising, with difficulties in effectively conveying the game's appeal through short advertisements, leading to lower ROI compared to gameplay-driven titles [13] - Content-driven games often have weaker social features, resulting in lower user engagement and retention, as players may seek more interactive experiences found in gameplay-driven games [14] Group 3 - The perceived "cooling" of content-driven games does not indicate a decline in demand for high-quality narratives; rather, it suggests a market correction where only games with exceptional experiences will thrive [15] - The relationship between gameplay and content is complementary, with both elements necessary for a successful game, indicating that the market is evolving rather than diminishing [15]

那么，这种情况是如何产生的？是因为市场变化快，还是因为生产流程割裂？是因为从业者能力不足，还是时代的特点如此？为了探究这个问题，触乐找 到一些"做内容"的人聊了聊，寻找当下内容生产者面临的困境中，是否有可供总结的规律。 流行文化海 "大家越来越发现，靠'用研'的这套体系去得出数据化结论，对创作指导意义是比较滞后的。我们需要捕捉到玩家对未来的一种倾向性，才可 以在推出新内容时，让这个内容成为玩家恰好会喜欢的东西。按照传统的'用研'思维，我们做出来的东西一定是大家已经见过的，已经被市场 验证过的，但玩家更喜欢新内容……我们很依赖的游戏的创作指导就没有意义了，大家只能寄希望于一个能'预测未来'的拯救者出现。" "我们从流行文化里捞出内容，推上市场，它看上去很好。唯一的问题是，我们根本不知道受众想要什么。" "内容向游戏"是个不怎么清晰的定义。它可以大致被概括为"在版本长线更新时，通过更高质量、更新鲜和更'加量不加价'的内容来留住玩家"的一类游 戏。虽然玩家在这类游戏里也会为数值付费，但主体人群的付费重点仍是围绕来内容进行的。 它有点像是连载网文，或是边拍边播的影视剧，但又比这两者复杂、体量大得多。它背后是一整条内容 ...