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 ...

Core Insights - FUNFLY's "Last War: Survival Game" continues to lead global mobile game revenue, driven by active promotional events and monetization mechanisms [4][5] - "MONOPOLY GO!" and "Royal Match" have seen significant revenue growth due to tightly scheduled real-time operations and regular content updates [5][6] - Global mobile game spending reached approximately $6.6 billion in September 2025, with a month-over-month decline of 8% [6] - Netmarble's "Vampir" has gained notable revenue ranking, topping the Korean mobile revenue chart, while Tencent's shooting games also performed well [7] - NetEase's "Destiny: Stars" has made a strong impact in Western markets, ranking high in mobile shooting game revenue [8] - "Ludo King" topped the global download chart in September, benefiting from a successful event that enhanced player engagement [12][13] Revenue Performance - "Last War: Survival Game" maintained its top position through various player engagement activities, including discounts and competitive events [4] - "MONOPOLY GO!" achieved strong revenue performance through a series of themed events that enhanced player participation [5] - "Royal Match" ranked third globally due to consistent content updates and player-driven activities [5] Market Trends - The global mobile gaming market saw a total of approximately 3.86 billion downloads in September 2025, reflecting a 9% decrease from the previous month [12][14] - The United States remains the largest market for mobile gaming, accounting for $2.1 billion in revenue, followed by China and Japan [6][12] Emerging Titles - "Vampir" has successfully carved a niche in the MMORPG market with its unique dark fantasy theme and gameplay mechanics [7] - "Destiny: Stars" has resonated well with core players in major Western markets, indicating a strong demand for high-quality mobile shooting experiences [8] - "KAIJU NO. 8 THE GAME" has gained traction as a top-down RPG, appealing to fans of the original anime series [8] Download Rankings - "Ludo King" achieved the highest downloads in September, driven by a successful event that encouraged player customization [12] - "Free Fire" maintained its second position in downloads due to engaging content updates [13] - New titles like "Prison Escape Journey" and "Bike Wheelie: Elite Auto" have shown strong growth, highlighting the popularity of casual gaming in emerging markets [14]

Core Insights - Good Job Games, a Turkish mobile game developer, has successfully transitioned from hyper-casual games to traditional casual puzzle games, marking a significant strategic shift in response to market challenges [1][4][20] - The company raised $23 million in seed funding to support its ambitions of becoming a legacy entertainment company, focusing on high-quality casual games [1][4] - The success of their game "Zen Match," which was sold for approximately $100-150 million, provided the financial backing necessary for further development in the casual gaming sector [2][4] Group 1: Company Transition and Strategy - Good Job Games was founded in 2017 and achieved over 3 billion downloads in the hyper-casual space within two years, but faced significant challenges as the market began to shrink [1][4] - The introduction of IDFA policies led to increased Cost Per Install (CPI) and decreased Cost Per Mille (CPM), forcing many hyper-casual developers to pivot towards hybrid casual games [2][20] - Good Job's strategic shift included selling its hyper-casual assets to AI Games FZ and focusing on traditional casual games, which has allowed for increased investment in product quality and talent [4][20] Group 2: Product Performance and Market Position - Good Job's current flagship product, "Match Villains," is a match-3 casual game that has generated approximately $2.6 million in revenue and 840,000 downloads since its U.S. launch in November 2024 [12][14] - Despite its initial strong retention rates, "Match Villains" has shown weaknesses in long-term retention and monetization compared to competitors like "Royal Match" and "Royal Kingdom" [14][16] - The game lacks certain industry-standard monetization features, which has limited its revenue potential, highlighting the challenges of replicating success in the traditional casual market [18][20] Group 3: Industry Implications and Future Outlook - Good Job's transition offers a potential pathway for other hyper-casual developers looking to evolve into more complex casual gaming companies, although challenges remain [20][23] - The contrasting strategies of companies like Voodoo, which have fully embraced hybrid casual games, suggest that there may not be a one-size-fits-all approach to transitioning from hyper-casual to traditional casual gaming [20][23] - The ongoing development and performance of "Match Villains" will be critical in determining whether Good Job can establish itself as a significant player in the casual gaming market [20][23]

Group 1 - The China Securities Media Index (399971) has seen a strong increase of 2.34%, with notable gains from stocks such as Kyeing Network (002517) up 10.03%, Giant Network (002558) up 9.39%, and G-bits (603444) up 6.19% [1] - The Media ETF (159805) rose by 2.48%, with the latest price reported at 1.2 yuan [1] - In May, the total revenue of the Chinese gaming market reached 28.051 billion yuan, indicating a clear positive trend in the industry fundamentals [1] Group 2 - The China Securities Media Index tracks 50 large-cap listed companies from sectors including marketing and advertising, cultural entertainment, and digital media [2] - As of May 30, 2025, the top ten weighted stocks in the index accounted for 48.11% of the total index, with companies like Focus Media (002027) and Giant Network (002558) among the leaders [2]

Core Insights - The article discusses the success of the match-3 game "Royal Match" and its sequel "Royal Kingdom," highlighting the latter's strong performance in the market and its potential to become a top contender [2][22]. Game Performance - "Royal Match" has consistently topped the match-3 category since its launch four years ago, surpassing "Candy Crush Saga" [2]. - "Royal Kingdom" has shown significant growth, ranking in the top 10 of the US iOS sales chart with nearly $20 million in revenue in May, reflecting a 53% month-over-month increase [2][22]. Game Mechanics - "Royal Kingdom" retains core gameplay elements from "Royal Match," such as completing match-3 levels and building a kingdom, but introduces new features like a more extensive character background and additional gameplay modes [5][6]. - The game includes various level types, including Hard, Super Hard, Kingdom, and Dark Kingdom levels, enhancing the gameplay experience [8]. Monetization Strategies - "Royal Kingdom" employs a winning streak mechanism to encourage in-game purchases, allowing players to earn more items as they progress through levels [13][15]. - The game features popular in-app purchases, such as the $1.99 Mini Coin Pack and the $9.99 Splendid Pouch, which have shown strong sales performance [16][18]. Marketing Efforts - The marketing strategy for "Royal Kingdom" has been robust, featuring collaborations with high-profile celebrities like LeBron James and Shakira, which have garnered millions of views on promotional videos [23][26]. - The game's promotional efforts have led to a significant increase in user engagement and revenue, with early earnings exceeding $450,000 shortly after launch [26][29]. Industry Trends - The match-3 game market has seen a decline in downloads but an increase in revenue, with "Royal Match" being a significant contributor to this growth [33]. - The success of "Royal Kingdom" may indicate that there is still room for innovation and new entries in the match-3 genre, as evidenced by other companies exploring similar game mechanics [27][32].

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].