On June 28th, NetEase's national-level hit mobile game "Against the Cold" ushered in its first anniversary celebration, with a new major version update and rich anniversary activities attracting the attention of a large number of players, making this game, which has been continuing the best record in MMO history, once again become a god, and while gaining both popularity and word-of-mouth, it has also maintained a high position on the best-selling list.
In a sense, this kind of achievement is even more shocking than when it was first launched.
As we all know, MMO is a game genre that "starts at the pinnacle", and players have long been accustomed to the market trend of bright data when the game is launched, but it will not take long for it to decline rapidly, as if this game type is destined to be "short-lived". Even though the results of the mobile game "Against the Cold" have been unprecedented and unprecedented, and it has always maintained the first place in the martial arts MMO category, and the number of players in the game has already exceeded 100 million, there are still many players who firmly say that "sooner or later it will be cold".
However, the first anniversary of the mobile game "Against the Cold" can still break a number of industry records, but with the most irrefutable facts, it proves its difference to everyone.
In fact, the mobile game "Against the Cold" does not fit the template of a traditional MMO at all, it is more like a new species with no references.
Traditional MMOs are strongly numerically driven, and the fun for players comes from the growth of the character's stats, and in order to become stronger, players will pay according to their own economic strength and form a clear hierarchy in the game. Officially, through the card values of dungeons and PVP gameplay, more players are urged to pay. This process is a constant screening of the player tier, and the longer the game operates, the fewer players will be able to keep up with the payment gap, and the more serious the player churn. The so-called "short life" is all because of this.
And what the mobile game "Against the Cold" pursues is indeed a new set of "no selling values" + "inclusive" + "low-cost appearance" + "super update" combination boxing.
From the very beginning, it made clear the idea of "not selling values at all", and all the equipment and props in the game are obtained through gameplay, so that players can get an excellent game experience even if they have zero krypton.
It is very "not picky", whether it is PVP or PVE or PVX players want to grasp it firmly, so it is almost "crazy" in the pursuit of gameplay, and it has dozens of gameplay modes as soon as it is launched, and it continues to expand after it is launched. And with the genius design of "different paths to the same destination", players can choose their favorite gameplay content at will, and get the same rewards as everyone else.
Its only kryptonite project is the appearance of fashion that does not add any attributes, and the sales strategy of the appearance is still to take the civilian route of "small profits but quick turnover". The price of the top fashion in the game is up to 288 yuan, and you can also use a half-price coupon to buy it for as low as 144 yuan. The price of ordinary fashion is as low as 6 yuan, setting a record low in the history of MMOs.
On the basis of achieving these conditions, its production capacity is still very amazing, with large-scale updates every month, and an expansion pack change every four months or so, bringing new gameplay content to the table in a steady stream, and also continuously optimizing the existing gameplay functions, with the help of super update iterations, the freshness of players has always been maintained at a high value.
It is precisely because of this combination that although the mobile game "Reverse Cold" has "blocked" the "class jump channel" of traditional MMOs, it has gained wider user support, even if players leave the game for some reason in a certain version, they will still return without hesitation when the game year is updated, and once again send the "Reverse Cold" mobile game to the altar.
This kind of long-tail effect is the real horror of the mobile game "Against the Cold", isn't it?