01-03 2020   09:13:13
   

A product from the WeChat mini game tops the Japanese iOS free list

There are two most special game markets in the world, one is China and the other is Japan. Compared with the complexity of the Chinese market traffic platform channels, the Japanese market is known for its unique culture. As more and more Chinese game companies go abroad, the Japanese and Korean game market has changed.



A Chinese game tops the Japanese iOS free list


Recently, Roski found a familiar icon in the Japanese App Store free list. Take a closer look. Isn't this the "strongest brain" on the previous WeChat mini game?






"The Strongest Brain" in China and "The Strongest" in Japan




"The Strongest Brain" is a puzzle-type casual mini-game developed by Guangzhou Yongwang Technology. The game first landed on the WeChat mini-game platform and achieved very good results. The App version was subsequently developed. According to a third-party data platform, "The Strongest Brain" entered the top 10 of the domestic App Store from June to July 2019.




China's App Store rankings in the past year


The Japanese version of the game was released by Guangzhou Easy Entertainment. According to third-party statistics, "The Strongest の 登 ト レ" topped the free list since December 2, maintaining its top spot for nearly half a month. Although there are fluctuations in the rankings, as of press time, the latest ranking of "The Strongest の 脳 ト レ" is Japan's TOP2 free list.




Q3.png


Japan's App Store rankings in the past year


By comparing the contents of the version of "The Strongest Brain" in China with the version of "The Strongest の 脳 ト レ" in Japan, it is not difficult to find that the game has been adjusted for localization. It has only made language adjustments and related issues at the national level. Multiple UI changes. This is actually inseparable from the gameplay itself.




"The Strongest Brain" is a puzzle-type casual game. The game uses a question and answer method. Each level in the game will ask different questions. Players will find answers based on the questions. But the special point of "The Strongest Brain" is that its problems are mostly brain-opening, which can sometimes make the player feel unconscious and smile when they know the answer. The game itself does not contain particularly complicated art design, and at the same time, brain hole puzzle games are also one of the categories with great potential in the Japanese market.




Casual and ultra-casual games also have a chance in Japan, but eCPM is not high yet


For a long time, the industry's impression of the Japanese market was still dominated by medium and heavy games. However, with the outbreak of global ultra-casual games and the growing maturity of advertising monetization models, the proportion of casual ultra-casual games in the Japanese market is also increasing. Take December 30th as an example, there are 6 super casual games in the top 10 free App Store games in Japan.





December 30 Japanese iOS Free Product List


The following figure is a free list of ultra-casual game products found in the Japanese game market by Roski on the Internet. The significant change is that the number of leisure products in the TOP10 game has surged. There is no doubt that ultra-casual games have swept the world. Compared to the past three years, the number of mobile game downloads in Japan is also very significant. Well-known casual game manufacturers such as Voodoo, Crazy Labs, SayGames LLC appear in front of the list. 10.




In fact, the global outbreak of casual hyper-casual games is reflected in the rankings of Japanese and Korean games. For example, the popularity of "Bow and Arrow Legend" in South Korea also reflects the market opportunities. Just we need to note that the downloads required for the TOP10 ranking of Japan and South Korea's iOS free list are not very high, and tens of thousands of downloads can enter the first few. At the same time, taking Japan ’s "The Strongest の 脳 ト レ" as an example, it is understood that the game has a retention rate of 40% in Japan, which is a casual game product with better data, while retention, CPI, and advertising monetization are still measured by casual games Important distribution standards.


In terms of monetization, compared to the high purchase cost of heavy games, the price of eCPM for casual games in the Japanese market is not high. This is actually different from our previous perceptions. Low eCPM also means that casual games in this market are in Buy window period. As more and more Chinese games enter the Japanese market, eCPM price increases are inevitable.


The counter-attack of the WeChat mini-game "The Strongest Brain" App version still has some lessons for us. Of course, it is not suitable for all categories, but the core of decrypted answer products is casual puzzle, which has a relatively fixed user group, and the gameplay of these products is more concentrated on the content of the game. It's just how to maximize revenue through advertising CPI cost control and purchase volume CPI cost control. At present, the number and variety of casual games on the App Store free list in China are rich, which actually indicates that the market will begin a new round of adjustment.


However, we still need to start with the content of WeChat mini-games. The content of WeChat mini-games is usually only enough for 7 days, and App needs 30 days to prepare. In addition, most of the products of WeChat mini-games are borrowed from App games. It does not make much sense to do it in reverse, and in terms of user acquisition, the WeChat mini-game relies on purchase volume + fission propagation, which is different from App games. Also in the realization of advertisements, how to better use this method of incentive videos also requires more efforts from the WeChat small game team.


In the end, Roski believes that there are still opportunities for WeChat mini games, because the profit margin of WeChat mini games is far more than that of App. We will have a special article later to explain "the big opportunities contained in mini games. .