近几年，Live Ops在游戏的长线运营里承担着越来越重要的作用。无论是SLG、三消、合成等大品类，还是像二次元这样更垂直的游戏类别，你都能从中 看到大量Live Ops的身影。 最近，市场研究机构Naavik发表了一篇拆解Live Ops的专题报道，尝试通过几款头部产品的实践案例，找到主流Live Ops的设计共性，以及蕴藏在它们背 后的成功逻辑。 以下是根据原文内容的翻译，为提高阅读体验有所调整： 在过去的十年里，移动端F2P游戏的常态化运营（Live Ops）已经成为"长线运营游戏的中枢神经系统"： 一个高度复杂、数据驱动的运营引擎，用来支撑内容、活动、系统等方方面面，让玩家持续参与并愿意付费，而这一切都建立在扎实的核心玩法与元游戏 基础之上。 从最初简单的活动排期开始，Live Ops已经演变成一个动态生态体系，它融合了变现策略、快速内容投放，以及最关键的——实时数据分析，让团队几乎 可以即时理解并应对玩家行为。 这种快速演进，使得移动端F2P游戏各品类之间的Live Ops最佳实践得以自由流动、相互借鉴。 与此同时，如果我们把镜头拉近到休闲解谜品类，就能看到一个非常清晰的趋势：各主要子品类和头部产品 ...

Investment Rating - The report does not explicitly state an investment rating for the mobile gaming industry in East Asia Core Insights - The East Asia mobile gaming market is projected to show strong growth, with a total download of 1.93 billion in Q1 2025, marking a 3% increase from Q4 2024, indicating high player engagement and demand for new content [32][33] - In-app purchase (IAP) revenue for the region reached $625 million in Q1 2025, ranking seventh globally, showcasing significant monetization potential driven by a large user base and improved digital payment systems [32][34] - The report highlights the success of top games like "Mobile Legends: Bang Bang" in maintaining long-term user engagement and operational success in the East Asian market [19][34] Summary by Sections East Asia Mobile Gaming Overview - The report provides a comprehensive analysis of the mobile gaming market in East Asia, covering revenue and download trends, major game types, and country-specific performance [19][27] Download and Revenue Trends - In Q1 2025, Indonesia led the region with 870 million downloads, a 9% increase, while Thailand topped the revenue charts with $162 million, driven by strong digital payment infrastructure [34][35] - The overall download growth in East Asia is expected to drive player spending, establishing a foundation for revenue growth [32][33] Game Type Performance - Casual and arcade games dominate download volumes, while strategy and role-playing games lead in revenue, indicating diverse player preferences [38][40] - The report notes that games with strong social features and personalization, particularly RPGs, effectively convert player engagement into revenue [38][40] Country Highlights - Indonesia's mobile gaming market is characterized by strong performance in simulation and arcade genres, while strategy and MOBA games lead in revenue [45][46] - Thailand's market shows a diverse revenue landscape with sports games leading in income, while puzzle games see significant download growth [51][53] - Vietnam's market reflects a strong demand for diverse gaming experiences, with both local and international titles performing well [56][58] Top Games and Market Dynamics - The report lists top-performing games in the region, highlighting the impact of new titles and established franchises on market dynamics [41][59] - Games like "Garena Free Fire" and "Last War: Survival" are noted for their strong performance in downloads and revenue, showcasing the competitive landscape [41][59]

Core Viewpoint - The article discusses the recent challenges faced by the mobile game company Magic Tavern, including layoffs and underperformance of new projects, potentially influenced by its parent company AppLovin's sale and ongoing issues [1][5][54]. Group 1: Company Background and Performance - Magic Tavern, established 12 years ago, is recognized for its successful titles such as "Matchington Mansion" and "Project Makeover," which have generated significant revenue, with "Project Makeover" ranking in the top 4 for revenue in the casual puzzle genre in 2024, exceeding $100 million [3][4]. - The total estimated revenue for these two main products from 2020 to April 2024 is approximately 76 billion RMB [4]. - Despite strong revenue from its successful products, the company has recently faced difficulties, including a reported layoff affecting over 50% of its marketing team [1][5]. Group 2: Product Development and Strategy - The company initially struggled with its early products but shifted focus to the global market, recognizing the potential of casual games, particularly in the "match-3" genre [15][29]. - The transition to a "match-3 + simulation" model began with the success of "Matchington Mansion," which integrated simulation elements into traditional match-3 gameplay, enhancing user engagement [30][34]. - "Project Makeover" further refined this approach by incorporating themes appealing to female players, such as beauty and transformation, which helped it achieve rapid downloads and significant revenue shortly after launch [36][40][48]. Group 3: Market Challenges and Future Outlook - The competitive landscape for match-3 games is intense, with established titles like "Royal Match" and "Candy Crush Saga" dominating the market, making it challenging for new entrants to gain traction [42][44]. - The recent performance of the new product "Modern Community" has been disappointing compared to previous hits, raising concerns about the sustainability of the company's successful formula [50][53]. - The layoffs and underperformance of new projects may indicate a need for the company to adapt its strategies and explore new avenues for growth in the mobile gaming market [54].