Kuaishou "planned" For 8 Months And Successfully Pushed A "Fight The Landlord" To The Top Of The Free List!

After a week of silence, today the top spot of domestic free iOS games changed hands again: "Aiyou Landlord" from Kuaishou rushed to the top spot overnight at a rocket-like speed.

After announcing its entry into the gaming field with a high profile last year, Kuaishou quickly launched a two-pronged attack in the mini-game and mobile gaming fields. Although it has achieved good results in mini games, Kuaishou has not made much progress in the field of mobile games. It wasn't until "Aiyou Landlord" successfully reached the top that Kuaishou, which now holds nearly 350 million MAU, finally had its first truly "successful" mobile game.

From a small game center to an independently operated app, although this is an extremely classic "Fight the Landlord" mobile game, what this Landlord game carries may not be Kuaishou's hope for the card game market, but more This is Kuaishou’s affirmation of its exploration of its game business model in the past year.

1. "Aiyou Landlord", which failed at the first release, successfully topped the free list after more than half a year of tuning.

According to Qimai data, the first time the game appeared on the domestic iOS free game list was on December 5, 2018, when the game was still named after "Kuaishou Landlord 3D". However, the game's performance at the time was not ideal: it ranked outside the 1,200th place on the domestic iOS free game list. After that, although the game entered the domestic iOS free game list several times, it ultimately failed to reach the top of the list.

Although the performance was not good after its launch, Kuaishou did not give up on the Landlord mobile game. Instead, it has been updating the version of the game since entering 2019. In late June this year, the game was officially renamed "Aiyou Landlord" and opened a recharge system. New competition formats will also be added in the July update. After the implementation of the new competition format, the game once entered the top 94 of the domestic free list, but it still failed to perform further and soon fell off the list again.

The game added endgame gameplay in the first update in August, and in the latest version in mid-August, a "points match" was added. After the points competition was launched, the game's ranking on the domestic free list skyrocketed, and it once again entered the 1,500th place on August 12th. This time, the game continued to advance rapidly, and it took about a week (12th-19th) , the game ranking has rushed from 1480 to 550.

On the 20th, "Aiyou Landlord" finally ushered in a real explosion: the game successfully surpassed the most popular new shooting game "Ace Warrior" and the recent casual game "Yin Yue" that has been firmly at the top of the list. "Qiuqiu" jumped from the 550th place to the top of the list of free domestic iOS games. According to Qimai data estimates, on the 20th alone, the game was downloaded nearly 100,000 times.

After experiencing a failed launch, a name change, and more than half a year of tuning... the successful counterattack of "Aiyou Landlord" is like a grassroots Internet celebrity on the Kuaishou platform, full of inspiration and legend.

2. Target the sinking market and successfully convert internal traffic with “physical rewards”

Before being launched as an independent client, "Aiyou Landlord" had already been operated as a mini-game in the Kuaishou Mini Game Center and achieved quite good results. To this day, there are still more than 20,000 players playing Landlord in Kuaishou Mini Game Center.

"Aiyou Landlord", which is launched as an independent client, not only continues the classic settings of the mini-game in terms of gameplay, but also adds a character system, and each game character has its own exclusive skills and skins. However, this system that has existed from the beginning is obviously not the main reason why the game can finally counterattack.

The success of "Aiyou Landlord" may be inseparable from Kuaishou's game live broadcast business. Along the way, Kuaishou's game live broadcast has mainly targeted mobile e-sports mobile games such as Honor of Kings, Peace Elite, and Landlords. Kuaishou, which started out with short videos, has more complementary game content and is targeting users through its own short videos. Live game content is diverted.

The real-time live broadcast function is also a major feature of "Aiyou Landlord". By connecting the game and Kuaishou live broadcast, players can easily achieve one-click live broadcast directly through the "Live Broadcast" button in the upper right corner of the game.

On the other hand, "Aiyou Landlord" adds physical rewards that are rare in similar games to the game rewards. Players can participate in the lottery by winning gold coins or designated props in the game. In addition to the virtual props available in the game, the lottery rewards will also include physical rewards, such as mobile phone bills, Huawei mobile phones, and even cooking oil, Rice etc.

After the "points competition" was updated in mid-August, with the lower entry threshold and the short-time "the first 45 people receive the award, the competition will start with 90 people", coupled with a large number of award announcements that flooded the screen, it was fully Stimulates players' desire to participate. It was under this circumstance that the game successfully shot to the top of the free list.

It should be noted that according to the platform, "Aiyou Landlord" did not have any record of being purchased on other delivery platforms in August, so the rise of the game is most likely due to sharing and live broadcasting among players. Driven by communication and offline communication.

At the same time, Kuaishou also guides games through video advertisements in the App and the recommendation position at the top of the built-in game center. The game's video advertisement focuses on the physical rewards and gold coin reward mechanism featured in "Aiyou Landlord". After entering the game center, the waterfall video advertisement and head recommendation position, coupled with the investment in physical rewards such as phone bills, Kuaishou has a clear tilt in resources to "Aiyou Landlord".

“You can play without spending money, and you get free phone calls!” For the Kuaishou platform, this kind of reward form is undoubtedly closer to the user attributes of the platform. It is precisely because it meets the needs of users that Kuaishou has successfully introduced users of the video platform into the gaming business, achieving effective conversion of traffic within the platform.

3. Kuaishou, which has entered the game market, is accelerating its exploration of the “Kuaishou model”

Starting from the second half of last year, Kuaishou’s commercialization process began to accelerate significantly. First, the mini-game promotion page on the opening page announced the official launch of mini-games in a high-profile manner; later, a new game section was launched on the user's personal homepage, and began to promote its mini-games and independently operated game apps.

It is worth mentioning that before "Aiyou Landlord", Kuaishou's first independently operated game "Kuaishou Paopao Le" was officially launched as early as last year, but unfortunately this product did not have much success in the market. The response was great, and it only achieved the best result in the domestic iOS free game list.

But on the other hand, Kuaishou Mini Game Center, which has been independently operated since the beginning of last year, has achieved quite good results. Currently, the number of mini games in the center has exceeded 90, and the number of players can also be seen from the number of players. The popularity is quite good, and Kuaishou has accumulated a lot of experience in game operation in the mini game center.

The subsequent launch of more mini-games and multiple independent game products shows that Kuaishou is trying to develop the game business into a new revenue growth point. In the context of accelerating commercialization, Kuaishou's dedicated game section and product function linkage also reflects Kuaishou's conscious diversion and incubation of game products.

The success of "Aiyou Landlords" this time also proves that the decentralized and social-focused "Kuaishou model" also has its own corresponding value in the game market. What's more worth mentioning is that there are several Kuaishou mini-game centers. Ten small games are also operated in the "Kuaishou mode". These games also have the potential to be transformed into independent apps.

Kuaishou is currently trying to break away from the sole identity of the derivative platform, and has achieved good results on the road to becoming a game publisher, and is slowly playing an increasingly important role in the game market. Now "Aiyou Landlord" The success of "Kuaishou Games" is likely to be a turning point in the road of Kuaishou Games. Although the future development of Kuaishou's game business remains to be seen, there is no doubt that Kuaishou has taken a very important step.

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