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WeChat "jumped" fire, but the spring of small game entrepreneurs is still far away.
The game is very simple to play, the finger long presses the screen "i" shaped villain, constantly jumping on various square props to get the score, until finally fell, and then on the leaderboard and friends PK. This kind of small game that doesn't need to be downloaded and click-to-play allows people to jump at any time and anywhere, and comes with "social attributes", users can and PK rankings with WeChat friends.
One of the characteristics of this type of H5 light mobile game is that the product is simple and easy to operate, and there is almost no threshold. After seeing the acquaintance circle friends, you can quickly get started and try to play, and join the game of score competition. The huge social network and the PK ranking mechanism are easy to stimulate the user's catch-up and show-off mentality. This is more to capture the psychological inertia of users who like to follow the trend.
It is not like the glory of the king, eating chicken and other heavy mobile games have multiple technical flow operations and play, the latter relatively complex mechanism can make users long-term addiction, so the retention rate is relatively high. The mild H5 mobile game has the characteristics of short and fast, but also means very low viscosity, low sedimentation value, limited influence and bleak user retention.
Therefore, from this perspective, the lightweight nature of the H5 game itself determines that its quality is ceilinged. If it can catch up with the mobile game in the future, its spring will come, but at least it is not yet.
If the H5 game ushers in spring, it will be the spring of Tencent.
The key reason for the hot jump is that it is a WeChat push and is a mobile game that is directly opened on the main screen of the first screen. This means that the game is directly accessible to 900 million users, which is replaced by any one. The game may be hot, which is also a place that any H5 developer wants to pursue in the future, but it is difficult to get or say that WeChat cannot give.
So, the H5 game can not fire, the key is to see where WeChat is open. On this occasion, Tencent placed the entrance of "WeChat Games" on the top of WeChat, and users can enter the game by pulling down on the WeChat chat page.
To a certain extent, this also means that H5 developers have more exposure and opportunities to precipitate users. At present, WeChat games have released a number of small game products developed by Tencent, such as one jump, Yuet notes, and joy tank battles.
From the current point of view, relying on WeChat's hundreds of millions of active users and social relationship chains, the industry believes that H5 games will usher in spring. But it is only the spring of Tencent. According to WeChat, a small game is a category of small programs. It is a point-and-play game. It does not need to be downloaded and installed. It is light and can be played with friends in WeChat, such as PK, onlookers, etc., to enjoy the fun of small games. .
But from the current point of view, the weight of the H5 game in the small program has been improved, that is, after being mentioned in the main screen drop-down box, the probability that the small game explosion will be tried by the user will be higher. Here, the game developer is equivalent to getting a high-efficiency product release platform that touches a large number of users, but this is not an opportunity for a small game to break out. It remains to be seen.
After all, because of the priority to ensure the priority of the social experience, the resources and portals that WeChat provides to small game developers are limited. Good location and exposure opportunities may need to rely on other methods. Too much reliance on WeChat is also equivalent to a certain situation. risk.
But for Tencent, it can rely on the huge stickiness of WeChat's social platform to drive a large number of developers to settle in, and determine a complete set of development review and release system, which will be turned into an H5 small game open platform, established within WeChat. A distribution center for H5 games.
From the current point of view, WeChat games may be an opportunity for H5 games to break out, and it is also an export for WeChat to open a new profit model by creating a social game platform. Of course, small games are an important category of small programs, and activation of WeChat is small. The program, the important idea of ​​the quality word of mouth of the small program.
The industrial dilemma of H5 games, the cleansing of WeChat and the dilemma of entrepreneurs
The essence of small games is still H5 games. From 2018, small games may still be groping for a year. Since WeChat has always been cautious about commercialization, the platform's own message priority is higher than the H5 game priority, which makes the game's multi-tasking and heavy operation experience difficult to match the native APP.
Because WeChat first needs to ensure a good social experience, and then talk about how to develop if d does not harm the social experience. This is why the game is limited to 4Mb in game packs. This size of the game pack only supports lightweight games, so the WeChat H5 game will be more of a casual casual H5 game.
But this kind of game has natural limitations. First of all, it is generally suitable for fast-food time-consuming boring time. However, games that are short, fast, and too lightweight can hardly make users indulge for a long time, and it is easy to fall into the dilemma of phenomena-level games: short chains, users quickly lose their interest in aesthetic fatigue.
In addition, small games are more dependent on creativity and mode to win because of simple development, so the cost of being copied is replaced by low cost and high probability. For example, by changing a logo, changing a character system and color system, the reason why the nerve cats were short-lived in the past was that the cottage version was endless, and even many users did not play the original version.
In addition, from the past history, WeChat has never been able to induce sharing in the circle of friends. For example, last year, we introduced policy restrictions for sharing in the circle of friends, induced attention and sharing. The first offender will face the 30-day title, intercept link, and delete the induced increase. Fans and off the traffic master's penalty, the second violation will be directly permanent.
As early as 2015, "Yugong Yishan" H5 game quickly became popular through WeChat friends circle, but it was quickly killed by micro-envelopes because of the factors that induced sharing. Even if WeChat started to push small games based on commercial factors, the policy of inducing sharing is still hanging on the sword of Damocles, who is hoping for the viral network of entrepreneurs, but spend money as a circle of friends. Exposure or the exposure of the entry resources in the WeChat system is another matter.
But this may cause entrepreneurs to fall into a dilemma. On the one hand, because of the limited cost, technology and manpower, many small bosses don't have much enthusiasm for how to make H5 boutique games, but they often hope to rely on the social network's viral transmission effect. Become famous overnight.
Expectations are high and investment is low. At the same time, users are more immune to the various marketing of friends. The cleanliness and restriction of WeChat often lead many entrepreneurs to become cannon fodder.
H5 has always faced industrial dilemmas. The reason is that for a long time, H5 games lacked a stable and continuous mass of H5 game products to lead the entire market, which led to the market level has not been able to go up.
Insiders said that in 2016, real water can be 1 million to 2 million is considered the top H5 game.
From the perspective of the entire market, the market size of the entire mobile game industry in 2016 has exceeded 168.2 billion. In 2017, the mobile game market reached 170 billion, but the H5 game market has not improved. The most popular H5 game is also running at most tens of millions, but the number of H5 players who can reach this number is very small. It can be seen that the market size of the entire H5 game is still dwarfed by the entire mobile game market.
Secondly, the product level should support a large industry, the content and category of the product itself should be enough, such as mobile games and end-game market from leisure and entertainment, SLG, arpg, moba, music to strategy and so on.
However, from the current point of view, the current WeChat games are more lightweight products, but the entire mobile game market and the H5 game market is actually a transitional stage to heavy games. There are data showing that the current status of the H5 game industry is heavy games ( Such as role-playing class) accounted for 90% of the market size.
From the current mobile game market to the king of glory, eat chicken and other heavy MOBA mobile games development can know, relying on gameplay and features, relying on in-game item payment, advertising profit, user experience and native APP texture is relatively close to the heavy H5 game More gameplay upgrades and content imaginations are likely to be an important development direction for small games in the future – because it is more likely to break through the dilemma of short value chains and low retention rates and produce long-term consumer value.
Compared with the mobile game market, the current H5 game market can be neglected. Of course, if the market can rise up and form a stable industrial market chain, it will not be possible in just one or two years. In addition, whether the WeChat game will trigger the dispute between WeChat and Apple again is still unknown.
If there is a huge controversy between the WeChat and Apple's appreciation wars because of the existence of the user's voluntary contribution rather than the purchase behavior, then the future purchase of the H5 game will be a real purchase, the gods Whether it will fight because of interest issues, the trend also needs entrepreneurs to take good care of.
But in the long run, it still has a chance. In the past 2048 CEO Liu Guanlong is still more optimistic about the prospect of H5, in his view: "In the future, with the gradual upgrading of mobile phone hardware and network speed, the gap between H5 and APP will become smaller and smaller, and there may be a trend to replace APP. From this perspective, I think we will have a lot of opportunities in the future."
The businessman standing behind the entrepreneurs ushered in the real wind
There used to be a saying that earning money from those who want to make money is the easiest. If an industry forms a cusp, there will inevitably be a lot of entrepreneurs who want to make money. Under the guise of WeChat games, there will naturally be a large number of developers who want to seize this wave of dividends, to think about and develop which social discussion. And the simple and novel products are played, so the businessmen who want to make these entrepreneurs in the back are often greeted with the real enthusiasm.
For example, this kind of small game mainly uses HTML5 game engine development. The game player does not need to download the game installation package, and does not need to install the game. The game can be started online through the WeChat page. Then the H5 game engine represented by Cocos, Egret and Layabox is used. There may be real market opportunities.
For a large number of small and medium-sized CPs, Tencent is a popular game, but since the launch of small game products requires Tencent audit, from the high product style tonality of WeChat, the greater the value of channels and platforms, the natural product The higher the quality requirements, the more often it is the relatively quality products, then the players behind this are often highly competitive, with large CP, big brand endorsements and strong capital chains and promotion resources.
Therefore, for entrepreneurs, to understand the characteristics of WeChat H5 games, user attributes and platform and small game limitations, to come up with new product game ideas, to achieve a balance between product experience and income and expectations is very important.
Overall, for small game entrepreneurs, this is a new opportunity and direction, but this market is bound to have a strong head player, as well as a stable waist with a steady flow of water and a large number of long tails Filling, this is a long process, its spring, and still very far away.