The technical and business value of running mini-games in Apps are significant: through mini-program container technology, diverse mini-games can be hosted and run in own Apps, realizing cross-platform game resource sharing and reducing purchase costs. To "reduce costs". Furthermore, multiple mini-game applications are quickly introduced into the App to provide users with diversified content to improve the user experience and retention rate within the App and enhance user participation. This is called "efficiency enhancement." After the epidemic, there is nothing but chicken feathers everywhere. The gaming industry is also having a hard time. Let’s take a look at mobile game revenue: In 2022, mobile game revenue will reach $92 billion, a year-on-year decrease of 6.4%. This tells us that 2022 will be a minor setback for the mobile gaming market.
But whether it is falling or rising, the mobile game market still represents a major trend, and mobile games account for an increasing share of the global game market. According to statistics from Newzoo, the total revenue of the global game market will exceed US$184 billion in 2022, and the mobile game market will account for 50%, or US$92 billion.
In 2023, mobile games have finally made a big improvement, and the most obvious one is in the field of game purchases. Let’s look at some data:
-
The total amount of launches has soared, with mobile game APPs increasing by more than 80% month-on-month, and WeChat mini-game launches increasing fivefold;
-
In the first half of 2023, there are more than 15,000 game APPs in investment, and nearly 10,000 WeChat mini-game products are in investment;
-
Newly added materials accounted for more than 6.5%. Among them, "The King of Salted Fish" invested 1 million sets of materials in the first half of the year, and the number of medium and serious themes soared, showing significant growth.
As game version numbers become normalized in the first half of 2023 and new games are launched one after another, the entire game purchase marketing industry also shows signs of accelerating recovery. This also means that competition in the game marketing market will intensify in the second half of the year, and it will become increasingly difficult to break through.
Image source: Hot Cloud Data
How can I play with the buying volume in the second half of the year?
In the first half of 2023, the overall launch of WeChat mini games performed strongly, with a month-on-month increase of 5 times. In addition to the fact that the purchase cost of mini-games is generally lower than that of apps, game developers or studios are more inclined to develop lightweight mini-program games, which is also worthy of the attention of industry insiders. Judging from some public data on the WeChat mini-game platform, there are close to 10,000 products under investment in the first half of 2023, and the market is in a rough wave stage. In terms of the number of games launched, there is still a gap between it and mobile game APPs, but the growth rate is stable.
As part of the WeChat ecosystem, the mini program container provides developers with a stable and efficient operating environment, allowing developers to focus more on application functions and user experience. The huge user base and rich developer community of the WeChat ecosystem provide developers and enterprises with broad business opportunities and partners. Through the combination of cross-end development, mini program containers and the WeChat ecosystem, developers can quickly iterate, efficiently develop and deploy applications, provide a better user experience, and gain wider market coverage and business opportunities.
Some of the more well-known mini program container technology products on the market include: WeChat, Alipay, Baidu, Douyin mini programs, etc. They are all designed to improve the technical base of large social platforms’ own mini program ecology and can provide third parties for privatized deployment. The products include: FinClip, mPaaS and other products. It is understood that FinClip's self-developed mini program container technology can enable corporate apps to quickly run mini programs and mini program games.
·
This new gameplay brings many benefits: First, by embedding WeChat mini-games into its own App, it can integrate different functional modules and provide a richer user experience. When using the app, users can not only enjoy the entertainment brought by mini-games, but also conveniently perform other operations on the same platform without the need to frequently switch apps, which improves user stickiness and retention rates.
Secondly, it is not limited to WeChat, but through more mature purchase channels to attract people to play games, which can effectively increase the exposure and user volume of small games through multiple channels and multiple ways of playing. By introducing WeChat mini-games into its own App, existing user traffic can be imported into the game, saving purchase costs while also increasing user participation. This method of attracting traffic is not only a more cost-effective promotion method for game developers, but also allows users to inadvertently come into contact with more interesting content, increasing user stickiness.