Core Insights - The company, Mu Tong, has been actively launching new games this year, including "Magic Chess: Go Go" and "Silver and Scarlet," with a third title, "ACECRAFT," recently released, showing promising initial performance [1][3][5]. Group 1: Game Performance - "Magic Chess: Go Go" generated approximately 6 million in its first month and has a total revenue of around 21.1 million, with Indonesia, Malaysia, and the Philippines being the top markets [1]. - "Silver and Scarlet" achieved a first-month revenue of 78.8 million, with a total estimated revenue of 140 million, primarily driven by Japan, Korea, and China's iOS market [3]. - "ACECRAFT" had a strong debut, with an iOS revenue of 13.3 million in just four days, significantly outperforming previous titles [5][8]. Group 2: Market Strategy and Testing - "ACECRAFT" underwent a lengthy 10-month testing phase, receiving positive feedback that led to a global release strategy [12]. - The game had over 800,000 pre-registrations before its launch, indicating strong market interest [8]. - The game was launched in over 170 countries, achieving significant download numbers and ranking high in various regional app stores [18][20]. Group 3: Revenue and User Engagement - In its first four days, "ACECRAFT" accumulated approximately 2.7 million downloads, with a revenue of over 13.3 million, showcasing its strong market entry [28]. - The game's revenue per download (RPD) is estimated at around 4.92 yuan, indicating effective monetization strategies [28]. - The game maintained a strong presence in the iOS free charts, ranking in the top 50 across multiple regions shortly after launch [20][24]. Group 4: Differentiation and Gameplay - "ACECRAFT" features a unique art style and gameplay mechanics that differentiate it from competitors, including a blend of bullet-hell shooting and roguelike elements [33][36]. - The game incorporates a talent tree and various upgrade systems, enhancing long-term player engagement [40]. - The marketing strategy included collaborations with popular franchises and influencers to broaden its reach [41]. Group 5: Long-term Vision and Challenges - The development team aims to establish "ACECRAFT" as a classic original IP, focusing on continuous updates and new content to retain player interest [47]. - Challenges include balancing the game's visual style with gameplay mechanics and addressing player feedback regarding difficulty and monetization strategies [45]. - The company is exploring diversification in game genres and global expansion, indicating a strategic shift in response to market dynamics [63].

Core Viewpoint - The recent launch of two similar mini-games, "New Bouncing Hall" by 7th Avenue and "Bouncing Planet" by 4399, has sparked competition in the casual gaming sector, with both games utilizing the classic gameplay of "Bouncing Hall" [1][2]. Market Situation - "New Bouncing Hall" debuted on the WeChat mini-game sales chart on August 3, ranking 82nd, and climbed to 12th by August 18, showing a strong upward trend [3]. - "Bouncing Planet" entered the sales chart on August 9, peaked at 27th on August 12, and stabilized at 31st as of August 18, indicating a more stable but less dynamic performance compared to its competitor [5]. Product Strategy - "New Bouncing Hall" leverages its heritage as the original creator of "Bouncing Hall," employing a classic horizontal battle mode and high-definition graphics to attract nostalgic players [8]. - In contrast, "Bouncing Planet" features a vertical operation mode and a cute art style aimed at attracting a younger audience, indicating a strategic focus on broadening user reach rather than competing directly on nostalgia [10][11]. Advertising and Marketing - "New Bouncing Hall" began stable advertising in August, peaking at around 300 ads on August 16, while "Bouncing Planet" ramped up its advertising significantly before its launch, reaching nearly 3,000 ads on its peak day [12][5]. - Over the past 30 days, "Bouncing Planet" has released approximately 6,600 ads, significantly outpacing "New Bouncing Hall," which had around 1,200 ads [12][24]. Creative Material - The top creative formats for "New Bouncing Hall" include user-generated content, classic IP showcases, and gameplay explanations, with a focus on nostalgia [13][15]. - "Bouncing Planet" emphasizes gameplay explanations and mixed gameplay recordings, aiming to lower the entry barrier for casual gamers [19][21]. Summary of Strategies - 7th Avenue's strategy for "New Bouncing Hall" focuses on engaging core users of the original IP before expanding its marketing efforts, while 4399 targets a broader audience from the outset, which may lead to less stable initial user engagement [25]. - The competition between these two games highlights the importance of product differentiation and marketing strategies in the evolving mini-game market, where leveraging classic IPs is becoming a significant trend [25][26].