Tech星球独家获悉，腾讯、字节跳动正在加码广告小游戏的布局，腾讯推出和计划推出的广告小游戏超10款，字节则是推出了《梦幻数独》小游戏，近期 体验用户量已经破550万。 "羊了个羊"、打螺丝、抓大鹅等热门小游戏曾经风靡一时。如今，打开微信小程序或抖音小游戏入口，这类轻量化娱乐产品早已随处可见，譬如通勤时刷 到的"疯狂拆螺丝"，也可能是好友分享的"合成大西瓜"续作，甚至是打着"解压治愈"标签的简易消除类游戏。它们无需下载、即点即玩，单局时长不过3-5 分钟，却能让人不知不觉沉浸半小时。 值得注意的是，这些广告小游戏正成为大厂争夺流量的新战场。除了腾讯的玩法复刻与字节的爆款突围，网易、快手等平台也在暗中布局，他们要么扶持 第三方开发者，要么自研相关产品。背后的逻辑不难理解，在用户时长争夺白热化的当下，广告小游戏精准击中了碎片化娱乐需求，无论是排队等候还是 午休间隙，都能成为用户的"杀时间利器"。 而小游戏"看广告解锁道具、复活闯关"的核心模式，更是让流量直接转化为收益。有业内人士透露，头部广告小游戏单日广告收入可轻松破百万，单个用 户单日平均能贡献5-10次广告观看。这种低成本、高回报的特性，让大厂纷纷入局，一场 ...

Core Insights - The exploration economy is facing significant challenges as the number of content creators and the saturation of similar content increase, leading to a fierce competition for attention and revenue [1][2][5] Group 1: Industry Trends - As of November 2024, over 3.36 million individuals on Douyin are earning income through exploration content, while the number of creators on Xiaohongshu is expected to exceed 80 million by April 2025 [1] - The shift from platforms like Dazhong Dianping to Xiaohongshu and Douyin has changed the dynamics of the exploration economy, with businesses now favoring Xiaohongshu for its broader reach with a single budget [2][4] - The competition has led to a decline in the effectiveness of traditional strategies, with creators struggling to gain followers and secure advertising deals [2][5] Group 2: Creator Challenges - Many creators are experiencing reduced income due to fewer advertising opportunities and lower fees, forcing some to accept lower-quality partnerships that harm their reputation [2][3] - The prevalence of fake data and inflated follower counts among creators has created an unfair environment for those who prioritize genuine engagement and quality content [3] Group 3: Business Perspectives - Business owners express mixed feelings towards exploration creators, appreciating the exposure but frustrated by non-paying creators who occupy space without contributing to sales [4] - There is a growing sentiment among businesses that investing in genuine product quality and customer satisfaction may yield better long-term results than relying solely on influencer marketing [4][5] - The current economic climate has led brands to reduce budgets and focus on targeted advertising, indicating a shift in how businesses view the role of creators in their marketing strategies [4][5]