An IAP blockbuster! The secret behind the massive revenue of 4399's "Legend of Mushroom"!
In?the?past?two?years,?while?the?domestic?small?game?market?has?been?thriving,?the?trend?of?going?global?has?also?been?gaining?momentum.?Recently,?a?"phenomenal"?mobile?game?called?"Legend?of?Mushroom"?has?emerged?in?the?international?arena.
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According?to?Sensor?Tower?data,?"Legend?of?Mushroom"?published?and?launched?by?4399?has?been?topping?the?charts?in?Mainland?China,?Hong?Kong,??China,?Taiwan,?China,?South?Korea,?Japan,?and?other?regions?for?the?past?six?months.?Its?performance?in?terms?of?in-app?advertising?revenue?has?also?been?very?optimistic.
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The?majority?of?the?revenue?of?this?mobile?game?comes?from?in-app?purchases.According?to?AppMagic?data,?"Legend?of?Mushroom"?was?the?fastest-growing?product?in?overseas?revenue?in?March,?entering?the?global?top?ten?in?terms?of?in-app?advertising?revenue?with?$54.6?million?USD?(approximately?RMB?393?million).?This?mobile?game?has?contributed?86%?of?the?revenue?from?4399's?overseas?mobile?game?business,?making?it?a?well-deserved?flagship.
What?are?the?characteristics?of?the?gameplay?core?of?"Legend?of?Mushroom"??What?strategies?were?used?for?promotion?and?distribution??The?following?analysis?delves?into?the?revenue-generating?secrets?of?this?game.
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01/?Focus?on?casual?development?and?a?“Slot”?mechanism
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Similar?to?most?idle?games,?"Legend?of?Mushroom"?has?a?simple?and?addictive?loop?mechanism.?The?"Magic?Lamp"?is?the?core?of?this?game,?and?players?can?get?a?magic?lamp?with?10?equipment?slots?after?defeating?a?boss.?By?clicking?on?the?magic?lamp,?players?can?extract?equipment.?The?slots?and?attributes?of?these?equipment?are?random,?and?the?level?and?rarity?of?the?dropped?equipment?are?related?to?the?level?of?the?magic?lamp?and?the?player's?current?level.
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Players?can?spend?coins?and?time?to?improve?the?level?of?the?magic?lamp,?increasing?the?drop?rate?of?higher?rarity?equipment.?By?selling?unnecessary?equipment,?players?can?not?only?earn?coins?but?also?gain?experience?points?to?level?up?their?characters.?This?simple?and?smooth?"combo"?greatly?increases?the?player's?game?duration.
Furthermore,?"Legend?of?Mushroom"?incorporates?mechanisms?such?as?automatic?disassembly?of?equipment?and?offline?progress,?allowing?players?to?easily?level?up?even?without?manual?operation,?emphasizing?an?“automated?development”?feature?that?appeals?to?idle?game?players,?freeing?up?their?hands?to?focus?on?enhancing?their?character.
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02?/?Tailoring?strategies?for?online?and?offline?channels?based?on?the?local?market
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In?terms?of?distribution,?"Legend?of?Mushroom"?adopts?differentiated?marketing?and?advertising?strategies?for?different?target?markets,?with?the?objective?of?achieving?precision?target?marketing.?For?instance,?in?Japan,?besides?outdoor?advertising?in?high-traffic?areas,?the?game?leverages?Japanese?culture?by?introducing?a?spring-themed?“Cherry?Blossom?Viewing?Event,”?encouraging?players?to?post?related?user-generated?content?on?social?media?for?rewards,?thus?increasing?the?product's?exposure?and?potential.
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In?the?Korean?market,?the?game?enlisted?local?celebrity?Moon?Seo-yun?in?their?campaigns,?and?the?latest?two?humorous?promotional?videos?have?gained?over?900,000?views?on?the?official?Korean?YouTube?channel.
Additionally,?in?terms?of?user?acquisition,?"Legend?of?Mushroom"?employs?a?strategy?of?"light?preheating,?rapid?scaling"?-?conducting?a?small?amount?of?material?preheating?before?the?launch?and?immediately?increasing?the?advertising?volume?after?the?launch.?Data?shows?that?since?its?debut?in?the?Hong?Kong?and?Taiwan?markets?in?November?2023,?"Legend?of?Mushroom"?has?maintained?an?average?monthly?creative?material?innovation?of?nearly?1.6?million,?with?high?exposure?levels.?It?is?this?comprehensive?marketing?approach?that?has?led?to?the?success?of?"Legend?of?Mushroom."
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It?can?be?said?that?a?“multi-channel?reach”?has?become?an?essential?capability?for?developers?to?create?hit?games!
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03?/?Diversified?traffic?layout?is?inevitable
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Why?focus?on?long-tail?traffic?
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The?case?of?"Legend?of?Mushroom"?illustrates?the?importance?of?not?putting?all?your?eggs?in?one?basket,?particularly?regarding?traffic?acquisition.
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With?the?maturity?of?the?paid?acquisition?market?and?increased?industry?competition,?the?customer?acquisition?cost?has?risen,?especially?on?conventional?programmatic?advertising?platforms?like?Google?and?Meta.?Therefore,?advertisers?urgently?need?to?explore?new?traffic?growth?channels.?By?tapping?into?long-tail?traffic,?advertisers?can?reach?a?wide?range?of?users?and?submarkets?at?a?lower?cost,?thereby?increasing?market?coverage.
Therefore,?NetMarvel?provides?advertisers?with?more?diversified?solutions?for?traffic?growth?and?monetization!
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With?over?80?self-developed?games?and?agent?games,?1000+?high-quality?utility?apps?under?its?belt,?and?over?200?million?daily?ad?impressions,?NetMarvel?possesses?a?robust?pool?of?owned?traffic?resources,?clearly?defining?user?interests?and?labels?in?different?sub-channels.?This?allows?advertisers?to?access?a?variety?of?high-quality?ad?inventory?in?different?categories?and?styles,?significantly?improving?their?paid?acquisition?effectiveness?and?helping?them?stand?out?in?a?competitive?market.
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