Core Insights - DataEye has released exclusive data on WeChat mini-games for July, highlighting consumption patterns and trends in various game categories [1] Consumption Patterns - In July, the consumption share of the war strategy category remained stable at approximately 20%, while the idle game category saw a decline to about 14.42%, down over 2 percentage points from June [3] - The simulation management category increased its consumption share to about 13.35%, while the tower defense category slightly decreased to 12.5% [3] - The consumption shares of legendary RPG and Xianxia RPG categories continued to decline, with legendary RPG at 8.36% and Xianxia RPG at 9.44% [3] Top Consumption Rankings - The top consumption game in July was "Three Kingdoms: Ice Age," surpassing "Endless Winter," which ranked second [7] - "Zombie Shooting" maintained its third position, while "Seeking the Great Thousand" and "Refined Hero" remained in the top five [7] - "Happy Elimination" re-entered the top 20, indicating a resurgence in the light casual game category [7][12] Growth Rankings - "Three Kingdoms: Ice Age," "Qingyun Jue: Demon Subduing," and "Spirit Painter" topped the consumption growth rankings for July [11] - "Forever Blue Planet" showed significant growth, ranking ninth in the consumption growth list after starting its advertising campaign in mid-July [11] Advertising Trends - In July, the total number of advertising materials for WeChat mini-games was approximately 2.28 million, showing a decline from June [15] - The number of games participating in advertising increased to about 11,600, with 1,560 new games launched during the month [15][21] - The top three gameplay categories in terms of advertising were casual, elimination, and puzzle games, with idle gameplay seeing a growth of over 12% [21] Genre Trends - The modern, other, and fantasy genres ranked as the top three in terms of the number of games launched, with the fantasy genre experiencing a growth of over 15% [24] - The legendary genre was the only one to see a decline in the number of games launched, indicating a shift in the competitive landscape [24]