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]

7月9日，途游的《三国：冰河时代》在海外20余个国家和地区上线。 上线当天登顶中国澳门地区iOS免费榜，在中国香港、中国台湾以及日本地区的iOS免费榜进入前十。 此前，这款游戏在国内市场和小游戏端都取得不错的成绩，此番面对出海的新挑战具体情况如何？背后展现了怎样的营销思路？ 今天，DataEye研究院就来聊聊这款产品。 为表客观，本文会严格区分【事实＆数据】，以及【DataEye研究院观点】。 【事实＆数据】 （一）下载 点点数据显示，截止至8月5日，《三国：冰河时代》在全球双端市场总下载量超58.9万次，其中，该产品在泰国、韩国、中国台湾市场较受欢迎。 （二）收入 点点数据显示，截止至8月5日，《三国：冰河时代》在全球双端市场总收入达450万元。（扣除平台分成）。其中，中国台湾、中国香港、日本三个市场 贡献了较多的付费。 如果您对观点有异议，可以只参考【事实＆数据】部分，以您自己见解为主，评论区见。 一、市场表现 其二，其在国内的表现为出海奠定基础，游戏上线首月用户突破2000万，登顶微信小游戏畅销榜。出海中国港澳台与日韩，作为除中国大陆外对三国文化 最熟悉的地区，形成天然的文化认同基础。 其三，游戏上线前 ...

Core Viewpoint - The article discusses the evolution and success of the gaming company 点点互动 (DianDian Interactive) under the leadership of CEO 陈琦 (Chen Qi), highlighting its significant achievements, particularly with the game 《无尽冬日》 (Endless Winter), and its impact on the gaming industry and the parent company 世纪华通 (Century Huatong) [3][6][32]. Group 1: Company Background and Leadership - 点点互动 faced significant challenges in 2020, including a cash flow crisis and lack of hit games, yet maintained the trust of its chairman, 王佶 (Wang Ji) [3][6]. - 陈琦, with nearly a decade of experience in the gaming industry, has been pivotal in shaping the company's strategy and product development, focusing on overseas markets and self-developed games [5][20]. - The acquisition of 点点互动 by 世纪华通 in 2014 is noted as a significant event in Chinese gaming history, positioning the company for future growth despite initial skepticism [10][12][13]. Group 2: Financial Performance and Market Impact - By 2025, 世纪华通's stock price had increased nearly fivefold from its lowest point, driven by the success of 点点互动's products, particularly 《无尽冬日》 [7][32]. - The market valuation of 点点互动 approached 100 billion yuan, reflecting its substantial contribution to 世纪华通's overall financial health [7][32]. - The projected net profit for 世纪华通 is around 50 billion yuan, with 35-40 billion yuan expected from 点点互动, indicating its critical role in the parent company's financial performance [31]. Group 3: Product Development and Market Strategy - 点点互动's strategy involved a dual approach of overseas game publishing and self-development, with a focus on creating innovative gameplay that appeals to a broader audience [23][27]. - The game 《无尽冬日》 successfully combined casual gameplay with SLG mechanics, attracting a diverse player base and achieving significant revenue [34][37]. - The company adopted a flexible and data-driven approach to product development, allowing for rapid iteration and adaptation to market demands [26][42]. Group 4: Industry Trends and Competitive Landscape - The success of 《无尽冬日》 has led to increased competition in the ice and snow survival genre, with many companies attempting to replicate its model [34][36]. - The article emphasizes the importance of innovation in gameplay and marketing strategies to maintain a competitive edge in a rapidly evolving market [38][47]. - The shift towards lighter, more accessible gaming experiences is highlighted as a potential growth area for the industry, allowing smaller developers to compete with larger firms [47][48].