Core Insights - The current state of the two-dimensional game market is experiencing a silent cooling down, with some products ceasing operations, indicating a decline in popularity compared to previous years [1][2] - The release of the UR character "Yatoji" in the game "Onmyoji" has sparked significant discussion and controversy among players, highlighting the challenges of maintaining player engagement in a long-running game [3][9] Industry Overview - The two-dimensional mobile game market saw a revenue of 14.577 billion yuan in the first half of 2025, representing a year-on-year decline of 8% [2] - The introduction of new character tiers is seen as a necessary innovation for long-term game sustainability, despite the risks of player backlash [13] Company Developments - "Onmyoji" celebrated its ninth anniversary with the launch of the UR character "Yatoji," which initially generated excitement but also led to significant player dissatisfaction regarding the character's acquisition mechanism [5][9] - The game developers responded to player feedback by adjusting the character acquisition system, eliminating the controversial invitation-based draw and promising a new free skin for "Yatoji" [11][12] Player Engagement - The ninth anniversary version of "Onmyoji" included new storylines and characters that received positive feedback from players, showcasing the game's ability to evoke nostalgia and community engagement [14][17] - The annual "Cai Zhan" event demonstrated increased community activity, with players actively participating and creating a more engaging experience beyond traditional gameplay [20][22] Cultural Impact - "Onmyoji" has evolved into a cultural symbol, transcending the gaming realm to include various forms of media and community interactions, reflecting the deep emotional investment of its player base [29][30] - The game's anniversary celebrations included offline events that fostered community bonding and shared experiences among players, reinforcing the game's role in their lives [27][30]