女性向游戏市场来新活儿了。 1月29日，乐元素旗下沉浸式共感3D偶像游戏《V Project》首次曝光PV与实机演示，以男性偶像练习生群像为核心，聚焦全新的互动成长与情感表达。 虽然打上了"女性向"的标签，但《V Project》的内容定位显然与传统的女性向游戏存在差异，跳出了恋爱、换装和模拟经营热门赛道，从第三视角去尝试 偶像IP叙事，确实带来了些不一样的新鲜感。 另一方面则是美术风格区别于传统日式偶像游戏，角色建模更偏向"真人"，追求介于青涩男孩与成熟男性之间的少年感；舞台演出抛弃了华丽的服装、统 一的制服，转向了休闲、街头、嘻哈这种类似韩式潮流风的穿搭；包括音乐风格也不同于日系偶像团体的活泼、热血，释出的初见舞台更倾向明快时尚的 旋律，团队整体风格其实更偏向韩系爱豆。 《V Project》可以视作乐元素在偶像游戏市场的全新尝试，与常见的日式风格偶像游戏存在一定的差异。而之所以又说它不同于传统的女性向游戏，是因 为这并不是一款以女性为主体的产品。 现阶段女性向市场的一个显著特点就是极端追求女本位、女性主体，以女性第一视角参与到游戏中确实能够用最快的速度与用户产生情感连接，所以当下 市场上的女性向产品多是 ...

Core Insights - The female-oriented gaming market in China has shown significant growth, with a market size reaching 8 billion yuan in 2024, representing a year-on-year increase of 124.1%, indicating strong commercial potential and cultural influence [1][10] - Despite the growth, the market faced challenges in 2025, including content controversies, public relations crises, and industry changes that impacted development and growth [1][9] Market Performance - The top female-oriented games in 2025 include "Light and Night of Love" by Tencent, which has shown stable performance and even surpassed "Love and Deep Space" in revenue in November 2025, with an estimated income of 49.09 million yuan, reflecting a 125.42% increase [4][5] - "Love and Deep Space" faced multiple controversies, including player dissatisfaction and security issues, leading to a significant revenue drop of 39.40% to 48.36 million yuan in November 2025 [2][5] - "World Beyond" experienced a public relations crisis due to price increases and a loss of player trust, resulting in a significant decline in its market position, although it showed signs of recovery with a strong update in December 2025 [6][7] Industry Dynamics - The competitive landscape of the female-oriented gaming market has shifted, with previous leaders like "Code Kite" and "World Beyond" falling behind, while "Love and Deep Space" remains resilient despite controversies [9] - The market still has growth potential, as there is a significant demand for emotional engagement among young, educated female players, with over 60% of players being single and seeking emotional support through gaming [10] - Upcoming titles like "Under the Night" and "Code Sol" are generating interest, with "Under the Night" already in its second testing phase and receiving positive feedback, indicating potential for future success in the market [11][12]

Core Insights - The female-oriented gaming market in China, particularly the "national乙" (Guo Yi) segment, has seen a decline in performance after a strong start with new titles like "Love and Deep Space," "World Beyond," and "Like a Kite" pushing market share to over 10 billion yuan [1][4] - The current market dynamics have shifted from "one strong and many strong" to "one strong and many weak," indicating a significant change in competition and user engagement [4] - "Love and Deep Space" remains the leading title but struggles to maintain its previous high rankings against competitors like "King of Glory" and "Douyin" [6][12] Market Performance - "Love and Deep Space" has consistently generated over 100 million yuan monthly, but its ability to top charts has diminished due to the increasing strength of platforms like Douyin [6][12] - "Like a Kite" initially performed well but faced backlash due to narrative issues, leading to a more subdued marketing approach while maintaining stable revenue [8][10] - "World Beyond" has suffered from a significant drop in revenue, with October earnings at only 23.1 million yuan, attributed to internal company turmoil and pricing issues [10][11] User Engagement and Community Dynamics - The user base for "Love and Deep Space" is notably diverse, including many older female players who are less influenced by online community discussions, contributing to its stable revenue [12][22] - The concept of "乙游原教旨" (originalist乙 game) is debated, with some players feeling that current titles deviate from traditional aesthetics and gameplay, which may limit their appeal to broader audiences [16][18] - The potential for growth lies in attracting a larger, less engaged user base, particularly those outside the traditional二次元 (2D) gaming community [23][31] Future Trends and Industry Movements - Companies are increasingly recognizing the purchasing power of the "现充" (active social players) demographic, which could lead to new marketing strategies and game designs aimed at this group [25][31] - Upcoming projects like Tencent's "Heart of the King" and new titles in development may signal a shift in focus towards appealing to a broader audience within the female-oriented gaming market [27][29] - The balance between catering to core users and attracting new players will be crucial for the sustainability and growth of titles in the national乙 market [33]

Core Insights - The female-oriented gaming sector has seen limited product offerings compared to other genres, but successful titles generate significant buzz [1][4] - Notable games like "Love and Deep Space" and "World Beyond" launched simultaneously last year, attracting a large player base, with "Love and Deep Space" winning the "Best Mobile Game" award at the 2025 Cologne Game Show [1][4] - The market currently lacks new standout titles, with only a few games in testing phases, such as "Code: Bang Bang" and AI companion software "EVE" [4][8] Industry Overview - The female-oriented gaming market has not produced any phenomenon-level products in 2023, and no new games have officially launched this year [4] - Several independent titles have been released, but they do not match the production quality or market presence of long-operating mobile games [4][8] - Since the launch of "Love and Producer" in 2017, nearly 40 female-oriented games have been released, indicating a growing but volatile market [4][8] Game Lifecycle and Player Sentiment - Approximately half of the female-oriented games have either ceased operations or stopped updates, with many being developed by smaller studios [8][9] - Players express nostalgia and attachment to games that have been discontinued, often referring to them as "white moonlight," symbolizing cherished memories [8][9][27] - The emotional impact of game discontinuation is particularly strong in the female-oriented genre, which emphasizes emotional connection and companionship [27] Player Experiences - Players of discontinued games like "Yao Guang Lu" and "Shi Wu Yu" share their emotional journeys, highlighting the sense of loss and attachment to characters and storylines [9][15][16] - Some players have expressed disappointment over the abrupt cessation of their favorite games, feeling a sense of betrayal from the developers [27] - Despite the discontinuation of certain titles, players often continue to engage with existing games that provide a similar emotional experience, such as "Love and Deep Space" and "Light and Night" [27]

Core Insights - Xiaohongshu's recent foray into the ACG (Anime, Comic, and Game) community has not significantly altered the existing landscape, with core players still favoring platforms like Bilibili for in-depth content and Douyin for short videos [1][10] - The RED LAND event in Shanghai, strategically located near Bilibili's headquarters, symbolizes a new round of competition among internet platforms for the youth demographic [1][3] User and Strategic Drivers - Xiaohongshu's RED LAND marks its first large-scale offline event in the gaming and ACG sector, with a 175% increase in ACG content and a 168% rise in gaming content published on the platform over the past year [3][5] - The user demographic has shifted, with 50% of users being post-95s and 35% post-00s, predominantly female, aligning closely with the ACG audience [3][5] - The platform's rebranding from "Your Life Guide" to "Your Life Interest Community" reflects a strategic pivot towards interest-based social engagement, aiming to harness the spending potential of younger users [5][10] 2.5D User Engagement - The concept of 2.5D users, who integrate ACG interests into their daily lives, is crucial for Xiaohongshu's strategy in the ACG space [7][9] - The rise of "Guzi Economy" has facilitated the conversion of ACG enthusiasm into real-world consumption, contrasting with traditional core ACG communities [7][9] - Despite advantages in the otome game sector, Xiaohongshu struggles to attract hardcore gamers focused on in-depth content, indicating a limitation in its appeal to competitive gaming audiences [7][9] Competitive Landscape - The Chinese ACG industry is projected to reach a market size of 221.9 billion yuan in 2023, with the number of ACG users expected to grow from 210 million in 2017 to 526 million by 2025 [10][12] - Bilibili's established community culture and content ecosystem provide a more immersive ACG experience, while Xiaohongshu is still in the early stages of community expansion [12][13] - Other platforms like Douyin and Weibo are also targeting the youth demographic, leveraging their unique strengths to engage with ACG audiences [12][13] Future Challenges - Xiaohongshu's ability to convert the enthusiasm of 100,000 event participants into a sustainable community ecosystem will be critical for its success in the ACG sector [10][13] - The platform's current focus on brand exposure rather than deep partnerships with game developers may limit its long-term growth potential in the ACG market [12][13]

Core Viewpoint - The乙游 industry is currently facing a severe public relations crisis, primarily due to player dissatisfaction with pricing changes and discrepancies between promotional content and actual game performance [1][3][12] Group 1: Pricing Issues - NetEase's game "World Beyond" faced backlash after secretly increasing the price of a new card pool from 300 to 400 in-game currency without prior notice, leading to player outrage and demands for accountability [1][3] - The initial public relations response from "World Beyond" included compensation for players, but it was deemed insufficient, resulting in a collective halt in spending by players [3][8] Group 2: Game Performance Discrepancies - "Love and Deep Space" also encountered issues when players noticed discrepancies between the promotional video and the actual performance of a new card, leading to increased player frustration and demands for rectification [5][7] - A lawyer's letter was issued by a player group, highlighting false advertising regarding game mechanics and demanding reparations, yet the game developers chose to remain silent [7][12] Group 3: Emotional and Commercial Imbalance - The乙游 business model relies heavily on emotional connections with players, particularly female players who are willing to spend based on their emotional investment in characters [11][12] - The current crisis stems from a failure to maintain this emotional connection while attempting to maximize profits, resulting in a breakdown of trust between players and developers [12][13] Group 4: Industry Response and Future Implications - Both games have failed to adequately address player concerns, leading to heightened tensions and a potential long-term impact on player loyalty and spending behavior [8][12] - The resolution of this crisis may hinge on restoring emotional connections with players rather than merely addressing pricing or gameplay mechanics [12][13]

Core Viewpoint - The recent controversies surrounding gaming companies like NetEase and Tencent highlight the legal and ethical implications of user agreements, particularly regarding account ownership and data management, leading to significant player dissatisfaction and potential legal challenges [1][2]. Group 1: User Agreements and Rights - Many gaming companies, including NetEase and Tencent, assert that game account ownership belongs to the company, while players only have usage rights, causing confusion among players regarding their investments in the game [2]. - Legal experts indicate that clauses limiting player rights, such as account usage and data control, may be deemed invalid under the Civil Code and Consumer Rights Protection Law, especially if companies fail to notify players before account deletions or price changes [2]. Group 2: Company Practices and Player Reactions - Game companies implement these agreements to manage data storage costs and encourage player engagement, but this can lead to perceived "unfair terms" that prioritize company interests over consumer rights [1]. - Players have expressed outrage over sudden price increases and the loss of virtual assets without compensation, as seen in the case of the game "Zhenhun Street: Born to be King," where a player lost nearly 10,000 yuan in virtual assets after the game was shut down [1].

Core Viewpoint - The recent complaints from players regarding the game "Love and Deep Space" highlight significant issues related to false advertising and discrepancies between promotional content and actual gameplay experiences, leading to a wave of consumer dissatisfaction and legal actions against the game developers [1][4][6]. Group 1: Consumer Complaints - Players have initiated a collective complaint, with discussions on social media reaching 24,000 mentions, primarily focusing on the game's latest event "Shen Xinghui: Dark King" [1][2]. - In a short span from July 29 to July 31, over 1,500 complaints were recorded for "Love and Deep Space," indicating a high level of discontent among users [2]. - A significant portion of complaints (98.65%) comes from female users, with 64.65% of complainants being from the post-2000 generation, reflecting the demographic heavily invested in these games [4][6]. Group 2: Specific Issues Raised - Players reported issues such as misleading promotional content, inadequate game mechanics, and poor customer service responses, with many feeling that their virtual assets were compromised [4][6]. - The complaints predominantly revolve around false advertising, with players expressing frustration over the lack of promised features in the game compared to what was showcased in promotional videos [4][6]. - The game "Love and Deep Space" achieved a peak revenue of over 100 million yuan on the day of the event, indicating a significant financial impact from the complaints [6]. Group 3: Industry Context - The complaints against "Love and Deep Space" follow a similar wave of dissatisfaction directed at another game, "World Beyond," which faced backlash for pricing issues and perceived exploitation of players [8][10]. - The consumer protection platform "Xiaofei Bao" reported that complaints from "World Beyond" accounted for a significant portion of total complaints in the otome game sector, highlighting a trend of consumer dissatisfaction within this genre [10][12]. - Industry insiders suggest that the focus on revenue generation often overshadows the importance of respecting consumer rights and transparency, leading to a growing sentiment of being "tricked" among female players [12].

Core Viewpoint - NetEase is facing significant backlash from players due to a series of controversial decisions, particularly related to the pricing strategy of its game "World Beyond," which has led to widespread dissatisfaction and calls for boycotts [2][6][8]. Group 1: Pricing Controversy - The price increase for the new card pool in "World Beyond" from 300 diamonds to 400 diamonds represents a 33% hike, which was not communicated to players through official channels [6][7]. - Players have reported a total of 3,251 complaints regarding "World Beyond," with a total claim amount exceeding 5.78 million yuan within a short period [8]. - The backlash has been exacerbated by controversial user agreement terms that players feel infringe on their rights, such as account deletion after a year of inactivity [7]. Group 2: Public Relations Missteps - NetEase's attempts to address the situation through social media responses have backfired, leading to increased public outrage and trending topics mocking the company's approach [11][12]. - The company's statement that "wanting to make money" is a straightforward admission of its commercial intentions, which has alienated its core user base [22][25]. Group 3: Financial Pressures - The revenue pressure on "World Beyond" is evident, with estimates suggesting that its highest daily iOS revenue has dropped significantly from over 1.5 million dollars in 2024 to around 50,000 dollars in 2025 [18][19]. - NetEase's gaming business constitutes nearly 80% of its overall revenue, but growth has slowed considerably, necessitating a reevaluation of its business strategies [21]. Group 4: Emotional Disconnect - The essence of "World Beyond" as an otome game relies on emotional engagement, and players expect a deep connection rather than a purely commercial interaction [23][24]. - The company's failure to maintain this emotional connection has led to a significant erosion of trust among players, who feel exploited rather than valued [36][37]. Group 5: Industry-Wide Implications - The issues faced by "World Beyond" are reflective of broader challenges within the otome game sector, where companies often prioritize profit over the emotional bonds with players [30][34]. - The recent controversies highlight a misunderstanding among developers regarding the importance of emotional narratives in justifying player spending [35].

Core Insights - The launch of the new card pool "King of Summoning" for the mobile game "World Beyond" on July 23, 2025, led to significant player backlash due to an unexpected price increase from 300 to 400 yellow diamonds per draw, representing a 33.33% increase without prior notice [1][6][21] - Following the price change, daily revenue plummeted from $57,000 on July 24 to $22,800 on July 25, and further declined to $2,500 by August 4, marking a 95.6% drop [2][4] - The game's ranking on the iOS bestseller list fell sharply from 19th to 195th within two weeks, indicating a loss of player interest and trust [4][11] Revenue Impact - The initial revenue spike on July 24 was short-lived, as players began to withdraw from spending after the price increase and inadequate compensation from the developers [2][11] - The game's revenue trajectory showed a consistent decline post-launch, highlighting the negative impact of the pricing strategy on player spending behavior [2][11] Player Sentiment - Players expressed feelings of betrayal and dissatisfaction, leading to a collective decision to halt spending until further clarification from the developers [7][9] - The initial optimism among players quickly turned to frustration after the developers' inadequate compensation offer of only five draws, which was perceived as insufficient [9][11] Developer Response - The developers' communication strategy was criticized for being slow and ineffective, failing to address player concerns promptly [16][18] - Subsequent announcements from the developers, particularly the blunt statement "want to make money," further alienated players and led to a decline in trust [21][30] Market Position - Despite being a top performer in the female-oriented gaming sector, "World Beyond" faces challenges in maintaining its position due to its pricing strategy and player dissatisfaction [26][24] - The game has a lower average revenue per daily active user (ARPDAU) compared to competitors, indicating a reliance on light-spending players rather than high-value transactions [26][30] Future Considerations - The developers need to reassess their pricing strategies and communication approaches to rebuild player trust and enhance engagement [30][32] - The situation highlights the importance of balancing monetization efforts with player satisfaction in the competitive gaming market [32]