Core Insights - The article discusses the recent success of the sci-fi themed mini-game "Source Star Domain," which entered the WeChat mini-game sales chart at 36th place on September 17 and reached the top 10 by the end of September [1][3] - The game is developed by LeXiang YuanYou, which has a proven track record with another popular game, "Qingyun Jue Zhi Fumo" [1][8] - The article highlights the marketing strategies and product characteristics that contributed to the game's performance [2][3] Market & Product Observation - "Source Star Domain" debuted at 36th on the WeChat mini-game sales chart and peaked at 7th on September 25, stabilizing in the top 10 until a decline post-National Day [3][5] - The mobile version of "Source Star Domain" launched on August 20 but has not performed well, failing to enter the iOS free chart and only reaching 100th in the role-playing category [5][8] - The project team adopted a common strategy of launching the app version first, followed by the mini-game version, aiming to refine the product based on market feedback [7][8] - The game features lightweight design elements similar to "Qingyun Jue Zhi Fumo," which may limit its appeal on mobile platforms [8][10] Marketing & Creative Insights - DataEye's analysis shows that "Source Star Domain" increased its advertising material significantly from September 12, with a peak of 2,500 materials on the day it entered the sales chart [11][13] - The advertising strategy focuses on highlighting sci-fi elements and gameplay, with a mix of high-quality content and familiar faces to attract users [15][17] - The creative materials include AI-generated content to reduce costs while enhancing the sci-fi theme, targeting male users aged 18-35 with disposable income [21][23] Summary & Considerations - Overall, "Source Star Domain" has performed reasonably well in the mini-game market, leveraging the development team's experience but facing challenges for long-term operation [24] - The article suggests two key trends in the mini-game market: the shift towards "brand-effectiveness" advertising and the exploration of niche themes as a breakthrough strategy [24][27] - The report indicates a decline in traditional themes while niche genres like sci-fi are gaining traction, highlighting the need for diverse content to attract users [27]

Core Insights - The mini-game sector has emerged as one of the largest growth points in the gaming industry in recent years, with DataEye providing exclusive monthly observations on WeChat mini-games [1]. Consumption Patterns - In September, the consumption share of major categories such as war strategy, idle, and simulation management declined, with war strategy dropping by 1.2 percentage points and simulation management by approximately 1.3 percentage points [4]. - The mini-game market returned to normalcy post-summer, leading to a shift in marketing strategies for certain products, which may pressure leading categories [4]. - The second tier of consumption saw an increase in tower defense and legendary RPG categories, with tower defense reaching approximately 12.64% of consumption share, showing growth from August [4]. - The consumption share of character card categories further declined to below 5%, while card and fishing games slightly improved their consumption share [4]. Monthly Consumption Rankings - The top consumption list for September saw "Three Kingdoms: Ice Age" at the top, with "Zombie Defense" moving up one position to second, and "Endless Winter" dropping to third [8]. - "Forever Blue Planet" maintained strong consumption momentum, rising seven ranks to seventh place in the monthly consumption list [8]. - "Source Star Domain," a new sci-fi idle card game, debuted in the top ten, benefiting from a collaboration with "The Wandering Earth" and featuring a celebrity endorsement [10]. Growth Rankings - The consumption growth ranking for September was led by "Source Star Domain," followed by "Bouncing Kingdom" and "Flame Awakening" [19]. - "My Garden World," which launched on the last day of September, quickly rose to the popularity list and ranked 21st in the sales chart, performing exceptionally well during the National Day holiday [19]. - The overall trend indicates a recovery in the legendary RPG sector, with four products entering the consumption growth ranking [21]. Advertising Trends - In September, the total advertising material for WeChat mini-games was approximately 2.13 million, reflecting a 4.8% increase from August [25]. - The number of games participating in advertising reached about 12,200, marking an increase of 50 games from August [27]. - The top three themes for participating games were modern, other, and fantasy, with legendary themes seeing nearly a 10% increase in game participation [30].