Core Viewpoint - The article discusses the rapid growth and popularity of mini-games in China, particularly on platforms like WeChat, which have reached a user base of 1 billion. This trend is seen as a significant shift in the gaming landscape, overshadowing traditional mobile apps and games [1][2]. Group 1: Market Growth and Trends - Mini-games have become a dominant force in the gaming industry, with projections estimating the market size to reach 61 billion by 2025, a tenfold increase over the past seven years [2]. - The active user base of mini-games surpassed that of traditional mobile apps for the first time in the first half of 2024, indicating a shift in user engagement [4]. - Mini-games are now the primary drivers of advertising spending in the gaming sector, with daily ad spending reaching approximately 94 million for mini-games, slightly exceeding that of mobile apps [4]. Group 2: User Experience and Advertising - Players often express frustration over the frequency of ads in mini-games, which can disrupt gameplay. The cycle of ads leads to players experiencing multiple games in a short time [2]. - The current ad monetization model for mini-games is primarily based on in-app purchases (IAP), with a ratio of 4:1 compared to in-app advertising (IAA) [6]. - Efforts are being made to improve user experience by reducing intrusive ads and exploring new ad formats that do not interrupt gameplay [9]. Group 3: Developer Insights and Challenges - Developers face challenges in balancing monetization with user experience, as excessive ads can deter players. The focus is on creating engaging content that retains users [9][11]. - The overlap between mini-game users and traditional mobile game users remains low, around 10%, suggesting distinct user bases for each category [13]. - The industry is witnessing a push towards innovation and quality, with a focus on both technical advancements and creative gameplay [17][18].

Core Insights - The article highlights the rapid growth of mini-games on platforms like WeChat, with user numbers reaching 1 billion in the past year, positioning them as a dominant time-killing tool across the internet [1][2] - The success of mini-games is attributed to their unique blend of casual and challenging gameplay, as exemplified by the game "Sheep Has a Sheep," which achieved significant engagement and revenue [1] - The mini-game market is projected to reach a scale of 61 billion by 2025, marking a tenfold increase over the past seven years [2] Market Dynamics - Mini-games have surpassed traditional mobile apps in active user numbers for the first time in the first half of 2024, with projections indicating continued growth at the expense of mobile apps and web games [4] - Advertising spending on mini-games has also overtaken that of mobile apps, with daily expenditures reaching approximately 94 million for mini-games compared to 90 million for mobile apps [4] Monetization Strategies - The primary monetization method for mini-games remains in-app purchases (IAP), with a ratio of 4:1 compared to in-app advertising (IAA) [6] - The article discusses ongoing efforts to balance monetization with user experience, including exploring less intrusive advertising formats and incentivizing longer gameplay [10][11] User Engagement and Experience - The overlap between mini-game users and mobile app users remains low at around 10%, indicating distinct user bases for each category [15] - The article raises concerns about the impact of frequent ad interruptions on user experience, with efforts underway to implement features like "play later" to enhance engagement [12][13] Industry Evolution - The mini-game trend is seen as a catalyst for innovation within the gaming industry, driving both technical advancements and creative gameplay [19][20] - The integration of AI in game development is highlighted, with applications in art creation and user behavior analysis, although challenges remain in maintaining product quality [16][17]

Core Viewpoint - The mobile game "Cooking Party" developed by Friendship Time has officially launched its public beta, generating significant interest in the capital market due to its strong user engagement and market performance [1][11]. Group 1: Game Features and Mechanics - "Cooking Party" features a unique multiplayer cooperation mode, immersive cooking experiences, and a variety of character configurations, quickly gaining attention in the gaming community [3][6]. - The game incorporates a competitive "chaotic" mode where players must quickly switch ingredients and manage cooking times, enhancing the excitement and unpredictability of gameplay [3][4]. - In addition to cooking competitions, the game introduces simulation management gameplay, allowing players to upgrade from chefs to restaurant managers, thus diversifying the gaming experience [4][6]. Group 2: Target Audience and Market Positioning - The game targets a female audience while also appealing to a broader demographic through its engaging characters and gameplay, creating a "breaking the circle" effect [6][12]. - The integration of food culture and regional culinary elements strengthens the game's cultural relevance and enhances player engagement [6][9]. Group 3: Marketing and Collaborations - On its first day of public testing, "Cooking Party" announced collaborations with popular brands and institutions, enhancing its appeal through special in-game events and unique content [7][9]. - The game plans to collaborate with over 30 food and beverage brands, creating a diverse ecosystem of activities and brand interactions [7][9]. Group 4: Performance Metrics and Future Outlook - The game has shown promising metrics, with over one million users on its first day and a high level of engagement reflected in its rankings across various platforms [1][11]. - The party game genre has seen significant growth, with a reported 84.4% increase in user spending in 2023, indicating a strong market potential for "Cooking Party" [12][11]. - The game has received a score of 8.0 on TapTap, with over 800,000 pre-registrations, validating its market potential and sustainability [12][11]. Group 5: Technological Innovations - The game utilizes AI to enhance player experience by optimizing level interactions and providing feedback for game balance, showcasing the company's commitment to technological advancement [14][16]. - Future updates will include new seasons, user-generated content, and continuous iteration based on player feedback, ensuring the game remains fresh and engaging [14][16].