我们都知道，打游戏容易上瘾，而小游戏，更是在传统游戏的基础上变本加厉，把「上瘾」程度推到了 一个令人望尘莫及的高度。 你有没有在朋友圈看到过一个叫做《折螺丝》的小游戏，文案是：「别笑，你试你也过不了第二关」。 然后会发现评论区会出现你的各种熟人。 《折螺丝》也是一样。 我们都知道，打游戏容易上瘾，而小游戏，更是在传统游戏的基础上变本加厉，把「上瘾」程度推到了 一个令人望尘莫及的高度。 你好奇点进去，发现这游戏唯一的任务就是拧螺丝，第一关3秒通关，第二关难度飙升，想要复活就得 看广告。 这么粗糙的小游戏，为什么这么多人在玩？它背后的商业逻辑又是什么？ 这期内容，我们就来聊聊这个话题。 01 很多人以为，小游戏就是把《王者荣耀》做简单点，把《原神》做粗糙点。 这种想法完全不对，因为小游戏和传统手游，根本不是一回事。 小游戏的正式登场，要追溯到2017年底微信推出的「跳一跳」。 这款游戏依托于微信小程序，点开即玩、不用下载、容易上手，还能和好友一起排名比拼，点燃了全网 的竞技热情。 它的成功也让很多从业者看到了小游戏的潜质，从此之后，《羊了个羊》、《抓大鹅》、《咸鱼之王》 等爆款小游戏，开始刷屏你的朋友圈。 首先， ...

在国内细分市场结构方面，移动游戏实际销售收入同比上升，达到2570.76亿元，同比增长7.92%，占比 73.29%，继续保持主导地位；客户端游戏实际销售收入增幅明显，达到781.60亿元，同比大幅增长 14.97%，占比22.28%；网页游戏市场实际销售收入则继续下滑，仅为43.25亿元，同比下降 6.74%，占 比仅为1.23%。 2025年电子竞技游戏市场增长迅猛。国内电子竞技游戏市场实际销售收入达到1700.51亿元，同比增长 18.96%，已成为游戏产业中规模庞大且增长迅速的核心板块。二次元移动游戏市场则处于调整期， 2025年实际销售收入为282.81亿元，同比下降 3.64%，已是自2023年达到峰值317.07亿元后，连续两年 小幅下滑。 新华财经上海12月19日电（李一帆）在19日下午举办的2025年中国游戏产业年会上，游戏出版工作委员 会与游戏产业研究专家委员会联合发布了《2025年中国游戏产业报告》。《报告》数据显示，2025年国 内游戏市场实际销售收入达到3507.89亿元人民币，同比增长7.68%；用户规模为6.83亿人，同比增长 1.35%，创下历史新高。其中，自主研发游戏在国内市 ...

这个12月，广州数字文化产业利好不断，喜讯频传。 上周，在被誉为"游戏界奥斯卡"的TGA颁奖典礼上，来自广州的库洛游戏凭借《鸣潮》荣膺"玩家之 声"大奖，接棒《黑神话：悟空》，向世界展现了中国游戏的原创力量。 产业盛事也接踵而至。12月18日，中国数字文娱产业大会开幕；12月19日至21日，由广州市人民政府主 办的国家级文化产业盛会——2025广州文化产业交易会将在广交会展馆举行。 从企业力量的全球出圈，到国家级文化产业盛会举办，广州数字文化产业持续迎来高光时刻。以游戏产 业为代表，产业活力持续迸发。 在轻量级的小游戏赛道，广州亦引领风潮。此前刷屏社交网络的《折螺丝》，凭借极具传播力的创意文 案成功破圈，吸引大量非传统游戏用户——而这同样出自"广州造"。在2024年中国小游戏百强榜中，广 州企业独占28席，数量领跑全国。 广州市三七互娱、趣炫、元游等7家游戏企业被评选为"2025-2026年度国家文化出口重点企业"。对岭南 文化的自信和热爱，让广州游戏出圈出海，也为传播中国文化提供了新的范例。 记者获悉，近期，广州市即将出台首个扶持游戏电竞产业发展的专项政策。积极主动拥抱变革，抢抓数 字化发展红利，从一款爆款 ...

Core Insights - The article discusses the viral marketing phenomenon of the mini-game "Screw Tightening" on WeChat, highlighting its rapid spread and engagement through social media interactions [1][2] - It indicates a structural transformation in the mini-game industry, with significant growth in user base and marketing investment, marking a shift from a "light" to a "heavy" marketing approach [3][4] Group 1: Marketing Dynamics - The mini-game "Screw Tightening" utilized a simple yet challenging gameplay mechanic to drive user engagement, leading to increased ad views and revenue for the game company [2][3] - The mini-game sector is experiencing explosive growth, with projected sales revenue reaching 39.836 billion yuan in 2024, a year-on-year increase of 99.18% [3] - Mini-games have surpassed traditional mobile apps in active user numbers and advertising budgets, indicating a shift in market dynamics [4][5] Group 2: Advertising Strategies - The article emphasizes the effectiveness of WeChat Moments as an advertising channel, leveraging social trust and user engagement to enhance ROI [14][18] - A "three-stage" creative logic is employed in advertising, focusing on attention-grabbing hooks, engaging content previews, and strong calls to action [15][16] - The viral nature of ads in social media can lead to exponential reach, as seen with "Screw Tightening," where user interactions amplified the ad's visibility [17][18] Group 3: Content-Driven Growth - The integration of IP collaborations is becoming a key growth engine for mini-games, allowing for deeper user engagement and retention through familiar content [7][11] - Successful mini-games are increasingly focusing on content-driven strategies rather than solely relying on ad spending, reflecting a paradigm shift in marketing approaches [19][20] - The article suggests that mini-games should incorporate social mechanisms into their design to facilitate organic sharing and user retention [23][24] Group 4: Actionable Recommendations - Companies are advised to develop reusable IP collaboration modules to streamline marketing efforts and enhance user engagement [25] - A social-driven creative experimentation path is recommended, encouraging the testing of multiple creative ideas to identify the most effective strategies [26] - Emphasizing user lifecycle value (LTV) through deeper gameplay and social interactions can lead to longer user retention and increased monetization opportunities [27][28]

Core Insights - The article discusses the rise of mini-program games in social media, particularly focusing on their addictive nature and advertising strategies [2][10][12] - It highlights the significant revenue growth in the mini-program gaming market, with a reported income of 398.36 billion yuan, marking a 99.18% year-on-year increase [14][15] Industry Overview - The mini-program gaming sector has seen a substantial increase in the number of games and advertising creativity, with an estimated 21,900 games participating in advertising campaigns in 2024 [14] - The market for mini-program games is characterized by low-cost, easy-to-create advertisements, with image ads making up 55.9% and video ads 44.1% of total ad content [14] Revenue and Monetization - The mini-program gaming market's revenue reached 398.36 billion yuan, with the sector experiencing rapid growth for three consecutive years [14] - The game "Endless Winter" has generated a total revenue of 2.25 billion USD globally, showcasing the potential for high earnings in this segment [15] Advertising Strategies - The article notes that the primary customer acquisition method for mini-program games is through advertising, with a focus on creative and engaging ad content to attract users [14][15] - The cost of acquiring a paying user for light casual games has reached approximately 98 yuan, with some games like "Endless Winter" seeing costs as high as 4,000 yuan [15][16] User Engagement - Mini-program games are designed for quick engagement, allowing users to play without installation, making them suitable for fragmented time [9][10] - The article emphasizes that the gaming experience is often more about the engagement with ads than actual gameplay, with users frequently encountering ads that do not match the gameplay experience [6][12]

Market Growth - The mini-game market, also known as mini-program games, has experienced explosive growth, with a compound annual growth rate of 182.3% from 2022 to 2024, reaching nearly 400 billion yuan in 2024, a year-on-year growth of 99.18% [2][3] - Douyin's mini-game business saw a 130% increase in revenue and a 320% growth in paid user base in 2024 [2] Industry Potential - The mini-game market is expected to become the "second curve" of growth for the gaming industry, alongside the potential for PC games to leverage short video platforms for long-term marketing [3] - Tencent's mini-game platform has reached 1 billion users, with 500 million monthly active users and over 240 games generating over 10 million yuan in quarterly revenue [3] Company Strategies - Companies like Mingchen Health are increasing investments in mini-games, indicating that mini-games will be a key focus for future development [4] - 37 Interactive Entertainment has launched several successful mini-game products, with titles like "Time Explosion" and "Heroes No Flash" performing well in sales rankings [5] - Fuchun Co. plans to continue testing and optimizing mini-game products, aiming for a breakthrough in profitability by early 2025 [5] Monetization Models - The IAAP model, combining in-app advertising and in-app purchases, has emerged as a mainstream monetization strategy for mini-games, challenging previous assumptions about revenue limitations [2][6] - Mini-game developers are focusing on long-term growth strategies, ensuring player experience through thoughtful design and leveraging IP collaborations for sustained engagement [6]

Core Insights - The mini-game "Screw Tightening" has gained significant popularity through social media, with users engaging in playful banter about its difficulty, leading to viral growth [2][3] - Major gaming companies like 37 Interactive Entertainment and Giant Network have benefited from the mini-game trend, contributing positively to their financial reports in 2024 [2][5] Industry Trends - The mini-game market has expanded significantly, with both large and small developers exploring new gameplay mechanics, resulting in a diverse range of offerings [2][4] - The rise of mini-games is attributed to their easy accessibility and low development costs, appealing particularly to middle-aged players with limited gaming time but strong spending power [4][5] Company Performance - Giant Network's mini-game "King's Journey" attracted over 25 million new users and generated 600 million yuan in revenue since its launch in February 2024 [5][6] - Century Huachuang's subsidiary, Point Interactive, reported approximately 2.245 billion yuan in revenue from mini-games like "Endless Winter" in 2024 [6] Monetization Strategies - Mini-games primarily monetize through IAA (In-App Advertising), IAP (In-App Purchases), and mixed models, with advertising being a key revenue source due to regulatory constraints on direct charging [6][7] - The potential for overseas expansion is highlighted as a significant opportunity for mini-games, with domestic companies poised to fill gaps in the international market [6][7] Future Outlook - The mini-game sector is expected to continue growing, with established IPs being adapted into mini-games, enhancing user engagement and retention [7][8] - Analysts predict that the convenience and social sharing aspects of mini-games will attract a broader audience, including non-gamers, contributing to market growth [8]