同IP产品矩阵搭建，是当前游戏企业丰富内容维度、提升受众黏性的重要路径，相似的IP和世界观背景 既有助于盘活存量用户，也有利于通过新的游戏类型和玩法吸引增量。 以MOBA类型游戏为例，基于其丰富的英雄角色池、技能池和相对完整的世界观背景、阵容设定，开发 策略类自走棋玩法，是国内外诸多知名MOBA游戏不约而同的产品延展方向。 作为国内出海最为成功、东南亚地区热度最高的MOBA产品之一，沐瞳旗下《决胜巅峰Mobile Legends: Bang Bang》（以下简称《MLBB》）的同IP自走棋衍生游戏《Magic Chess: Go Go》（以下简称 《MCGG》）于2025年中才作为独立产品上线，在业已竞争激烈的自走棋赛道，《MCGG》可谓后来 者。 但该款产品依然延续了《MLBB》在东南亚市场的成功。近期发布的Google Play Best of 2025榜单显 示，《MCGG》获评印度尼西亚、泰国、菲律宾、马来西亚、新加坡地区的"年度最佳游戏"，成为 《MLBB》IP下增长最快的新品之一。 针对《MCGG》的IP衍生开发和市场增长策略，21世纪经济报道记者采访了《MCGG》制作人Chong Gao与发行负 ...

剥离了这些新闻之后，其实在核心的手游端，字节近期需要重点关注的动作也不少，重点新游《境·界 刀鸣》（《BLEACH Soul Resonance》）全球范围 内上线8天吸金超5340万元（不包含国内安卓端，下同），海外开测休闲SLG新游《ZombieWorks》引发关注。 下文中，点点出海将详细拆解上述两款产品的具体表现，尤其是字节"耗时长久"的《境·界 刀鸣》。 波折多年终公测，8天吸金5340万，《境·界 刀鸣》欲成为《死神》改编头部手游 自去年3月宣布战略定位重大调整后，字节跳动的游戏业务正式重启回归孵化状态，整体非常低调，但近一个月字节游戏似乎重新在行业中活跃了起来， 与之相关的新闻报道明显增多。 先是今年10月底，外媒technode报道称，字节计划在海外推出一个全新的游戏发行平台"GameTop"。该平台大概率为小游戏平台，类似海外的taptap或 hago、weplay，致力于为海外用户提供个性化的游戏内容，同时满足玩家的创作与社交需求；再是11月中下旬曝出，抖音端加码广告小游戏布局，近期主 推小游戏《梦幻数独》（今夏上线抖音），体验用户量已经破550万，相关话题词超1300万次播放；紧接着是上 ...

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 article discusses the significant changes and challenges faced by ByteDance's gaming division, particularly focusing on the transition of leadership to Zhang Yunfan and the implications for the company and its flagship game, MLBB [3][21][37]. Group 1: Leadership Transition - The anniversary celebration marked the last appearance of Yuan Jing as co-CEO of Moutong and the first for Zhang Yunfan as the new head of ByteDance's gaming division [3][21]. - Zhang Yunfan's appointment comes at a critical time for ByteDance's gaming business, which has undergone substantial restructuring and uncertainty regarding its future [3][6][21]. Group 2: Market Dynamics - ByteDance's gaming division has been under pressure, with studios seeking external funding to survive amidst a broader company restructuring [3][6]. - The competition from Tencent, particularly with its game Honor of Kings (HOK), has intensified, especially as Zhang Yunfan aims to leverage Moutong's existing strengths to counter this threat [8][12][18]. Group 3: Strategic Adjustments - Zhang Yunfan has initiated changes in MLBB's product structure and marketing strategies, aiming to expand its global reach beyond Southeast Asia [9][10]. - Under Zhang's leadership, MLBB has reportedly seen a significant increase in daily active users (DAU), with estimates suggesting a growth of nearly 10 million DAU within six months [9][12]. Group 4: Internal Restructuring - The internal structure of ByteDance's gaming division is evolving, with a focus on integrating Moutong more closely into the larger corporate framework [25][26]. - Zhang Yunfan has formed a small advisory team to oversee key strategic decisions, indicating a shift towards a more centralized management approach [25][26]. Group 5: Future Outlook - The gaming industry landscape is expected to remain competitive, with ByteDance aiming to stabilize and grow its gaming business after a tumultuous period [34][37]. - The article suggests that while ByteDance may not be the leading "hit-making machine," it possesses resilience and adaptability in navigating the gaming industry's challenges [37].