Why folding paper can sit firmly on the commercial miracle created by the warm series of domestic love girl games.

Every time I talk to people about the domestic love girl game market, there will be an unavoidable name, that is, making and distributing the "Warm" series and "Love and Producer" origami games. There is no doubt that the game of folding paper is the leader in the domestic game market for girls, and even a big factory like Netease Tencent can't compete with folding paper in this subdivision. So what put the stack of paper on the current position, and why the bad reputation of the stack of paper among players will not affect its income? It all needs to start with a girl with long pink hair.

(Stacked paper logos)

From 20 12 to 12, the first game in the series "Warm Clothes Language" was born. As a regional work of this series, Dress-Up Story has well completed the adjustment of the gameplay and theme, and because of the blank of the domestic dress-up game market at that time, it successfully gained the attention of a large number of female players, which brought the first profit for the paper-folding tape, and also made many people not have it.

("Warm Clothes Language" has a sense of the times)

After the initial success of Dress-up Story, Diezhi began to prepare his second work. Different from many companies who choose to make changes in the follow-up products, Diezhi knows that her basic disk is a girl-dressing game, so she chooses to make changes and adjustments based on the dressing story instead of starting a new stove directly. In this way, in July, 20 14, the second work of "Warming the World" series was officially launched.

I have to say that Yao Runhao, the boss of the stack of paper, is a man with a good business mind. In 20 14, the concept of IP was still unclear, and at that time he had realized the important role of cultivating a virtual brand in promoting and stabilizing the player group.

(Yao Runzhen)

However, at that time, boss Yao still had the inertia thinking of returning from studying in Japan and had been trying to buy out mobile games. But until now, the buyout game is not the mainstream in the mobile game market in China. Therefore, although "Dress Up Story" and "Travel Around the World" have a good reputation among players, the number of genuine users is actually not much, which also makes Stack Paper start to find a direction that is more suitable for the domestic market.

After some research, Diezhi decided to cooperate with Tencent to develop and operate the sequel. This game, developed by origami and operated by Tencent, is the third product in the warm series, which is miraculously warm. Miracle Warming is the first free hand tour in the series of Warming, and it is also the beginning of paper folding called "Dog Folding".

(the beginning of a series of changes)

In Miracle Warm, Tencent fully demonstrated its fine tradition as an "established game publisher". The game was changed from buyout system to free hand tour, and the charging system was changed to the form of paying for clothes. This change makes the players who were originally discouraged from buying out the game have the opportunity to contact this series of games, and the payment form of Krypton clothing has also fully mobilized the nature of female players to "love beauty" and gained quite high income.

(I can only say Tencent)

After Miracle Warming proved the feasibility of changing the series into a free mobile game, players all thought that the next game of Stacking Paper would be the sequel to the series of Warming Paper operated by Stacking Paper itself. However, the paper stack did not choose to continue to explore the dressing game, but chose to start a new direction.

20 17 12, the new work "Love and Producer" was officially launched. This work did not continue the warm series, but began an attempt in a new field. Love and Producer focuses on the domestic B-girl game market, but it is still blank. Facts have proved that the strategy of betting on women's games is correct. Almost overnight, all female players began to talk about game-related content. Li Zeyan, Xu Mo, Bai Qi and Zhou instantly became "national husbands".

(animation main visual map of the same name)

After "Love and Producer" received a good market response and brought a lot of benefits to the paper folding, the paper folding turned its attention back to its old job: dressing up games. However, at this time, the "warm miracle" series is facing difficulties. In "The Warm Miracle", the expressive force of the traditional 2D dress-up game is brought to the extreme. Even if a new work is released, it is difficult to replicate the success of "The Warm Miracle", and may even arouse the dissatisfaction of fans who have been looking forward to the sequel for a long time, affecting the basic disk of their own game.

(miracle warmth has reached its limit in this respect)

Faced with such problems, most manufacturers may choose to give up the development of new works and deepen existing products. However, the stack chose a direction that other similar manufacturers didn't have the courage and capital to try: 3D dressing game.

The difference between 3D dressing game and 2D dressing game is definitely not as simple as making several 3D models. It was a great challenge for the paper pile at that time to show the visual effect of 2D original painting with 3D model. In order to complete the production of this work, Diezhi chose to open a branch in Shanghai, and set up a strong technical team in China, and began to try to realize high-precision role and clothing modeling on mobile phones.

(sheet piling)

The result of this series of attempts is Shining Warmth, which was officially launched in Hong Kong, Macao and Taiwan on April 20 19. As the fourth generation of "Warmth" series, "Shining Warmth" can be said to be the most dramatic generation in the series. In sharping Warm, the game changed from 2D to 3D, and origami successfully realized the smooth display of high-precision figures and fashion models on the mobile phone, which opened a great distance from other similar games on the market.

In August of the same year, "Shining Warmth" was officially launched in Chinese mainland for public beta, and it won the first place in the AppStore download list on the first day, and has maintained a high degree of topic and traffic until now.

From this point of view, overlapping paper seems to be a successful enterprise that is constantly exploring. However, after Miracle Warming began to be free, players' evaluation of origami began to decline, and "dog folding" gradually replaced "origami" as the most commonly used synonym among players. In the official Weibo comment area, there are also waves of denunciations. From this point of view, origami seems to be another deadly enterprise that arouses players' dissatisfaction and dies soon. But how did such a company, which is scolded every day, achieve a rising tide?

To find the answer to this question, you may need to look at other competing products in the domestic girl-loving game market.

After the great success of origami, many game makers have started their own layout in the love women's game market, but these latecomers often can't compete with origami at the same time in game production level. Even big companies such as Netease and Tencent, which are technically comparable, will encounter another problem: user stickiness.

(Miha Tour is undecided)

Unlike the high mobility of players in the male-dominated game market, players who love women games are more "loyal" to manufacturers. Many players will pin their feelings on the characters in the game, which will not only make the story in the game easier to impress players, but also make the game have a fairly stable core player and a secondary creation community. And this is what folding paper is good at.

Whether it is miracle warmth, love with producers, or shining warmth, characters and stories are never ambiguous. Paper stacks attract players' attention with well-arranged stories and sets of well-designed costumes, which makes players temporarily ignore many "inappropriate" behaviors in the game.

(Active Player Community)

Excellent game quality, high user stickiness and systematic peripheral operation are the key to the success of origami, and also the winning secret for origami to become a top gamer.