The monthly download volume has exceeded 10 million, and the South American best-selling list has wo

For an excellent game anchor, in addition to computers, cameras and microphones, the "Jelly Bean: Ultimate Challenge", which has been popular for two years, must also be included in his list of live broadcast tools.

Fast rhythm, high fan participation, entertaining style, and strong program effects, there are too many reasons why "Jelly Bean Man" has become a compulsory course for current anchors.In terms of gameplay, this game is obviously also very suitable for mobile platforms, but the official mobile game version is nowhere in sight, which makes more than two million pre-ordered players on Tap Tap eager to wait.

Recently, GameLook has noticed a mobile game product that highly pays tribute to "Jelly Bean Man". Although it was launched in September 2020, it has suddenly exploded in the past two or three months.The game called "Stumble Guys" exceeded 10 million downloads for the first time in February, tripled compared to last year's average of more than 3 million downloads, and its monthly revenue is also close to 10 million RMB.There is an advertising monetization model, and the actual monthly income may exceed 20 million yuan.

What's more interesting is that this product, whose revenue and downloads are still growing steadily, obviouslyIt was developed by a Finnish company, but more than half of its revenue and downloads come from Brazil, the largest country in Latin America.

The Party Game is not new

Even if "Jelly Bean Man" is pressed, the Party Game (party game) is notIt's nothing new, and there have been several games that have been quite popular in the past two years.

In 2020, when "Jelly Bean Man" was released, the cross-platform game "Party Animals" launched by Beijing Recreate Games detonated the social network.Thousands of appointments.Compared with the gummy-like jelly bean people, "Party Animals", which features all kinds of furry animals as the main characters, is undoubtedly more refined in visual presentation, and the differences in characters are more obvious.When encountering the same healing casual gameplay, it is only natural that it becomes a hit.

It is also in 2020, thanks to the delivery of many Twitch and YouTube anchors, cross-platform"Among us" also became a blockbuster after two years of silence.This creative multiplayer interactive game that combines werewolf killing and mini games also has strong program effects and entertainment, and is still a frequent visitor to the free list in Europe and the United States today.

Compared with "Party Animals" and "Among us", it is only shorter than "Sugar" in terms of release time"Stumble Guys", a month behind Bean Man, obviously doesn't have much innovation at all, it's more like an unofficial "Jelly Bean" mobile game.

A game of "Stumble Guys" consists of 32 players. In order to reduce the waiting time for players to form a team, it can be seen from the player ID that there are actually many robots in the game.The game process is exactly the same as that of "Jelly Bean Man". 32 players fight individually or in teams on different random maps until a champion is finally determined.

In terms of maps and gameplay, this game also fully inherits the design of "Jelly Bean Man", Obstacle avoidance, team football games, land mines and many other gameplays have been 100% reproduced, and the overall UI style of the game is also similar to "Jelly Bean Man".

If you want to say the main difference between this game and "Jelly Bean Man", it is still in eachBoth characters are based on "little people" rather than "jelly beans".However, this may also be an attempt to avoid a court summons from the developer of Fall Guys.GameLook even found that the Finnish developer of this game still only has this product so far, so it cannot be ruled out that this developer named KITKA GAMES is the vest established by the development team to avoid receiving the infringement complaint of "Jelly Bean Man".

Buying volume is not as good as bringing goods, low threshold is the key to counterattack

For a mobile game that has been launched for a year and a half before suddenly breaking out, buying volume is used to explain its popularityObviously contrary to the basic laws of the market.And on YouTube, GameLook quickly found clues through searching for this game.

Different from the general European and American casual mobile games, the videos on YouTube are mostly English-based game evaluations, while "Stumble Guys" mostly uses Spanish and Portuguese game anchor videos on YouTube.

Due to historical reasons, in the Americas south of Mexico, except for Brazil where Portuguese is the official language,Most of the remaining countries use Spanish as the official language, and because Spanish and Portuguese belong to the Latin language family, this land is also called Latin America.And Latin America is the key to the explosion of "Stumble Guys".

Data shows that the top five sources of income for Stumble Guys are Brazil (54%), the United States (11%), Portugal (8%), France (5%) and Spain (3%),The top five sources of downloads are Brazil (55%), India (8%), the United States (4%), Mexico (4%) and Indonesia (3%).In addition to Brazil, which occupies half of the country, relatively underdeveloped Latin America, Southeast Asia and South Asia are also important sources of downloads.

Brazil's free list and best-selling list both rank first

Although Brazil is in the populationIt can be called a big country in fields such as size, area and even football, but it is hard to say that it is excellent only in the economic field.From the fact that "Stumble Guys" ranks first in the best-selling list of the App Store in Brazil, but its monthly income is less than 10 million RMB, it can be seen that the spending power of the Brazilian market is indeed quite limited.Affected by the epidemic, in 2020, the average monthly income of Brazilian residents will be 2,213 reals (about 2,548 yuan), the lowest value since 2013.

For this reason, for Brazilian players, if they want to experience "Jelly Bean Man", whether it is buying hardware such as computers or game consoles, or buying the game itself, it is not a small expense.In contrast, Stumble Guys, which is easy to download and free to play, is undoubtedly the most convenient way for them to experience the Party Game.

More than that, GameLook was also surprised to find that the payment threshold of "Stumble Guys" is also extremely low.Users only need to pay less than 20 yuan to remove the in-game advertisements and get 1,400 gems. Even if they buy gems normally, they can buy 250 gems for less than 10 yuan.In the game, the price of a common skin is only 55 gems. In addition, players can directly obtain a random skin by watching 5 advertisements.

In general, the minimum for a single skin is less than 2 yuan, watching advertisements or "eating chicken" in games"You can also get skins for free, and skins are almost the only payment point in this game.It is self-evident that such a low game threshold is attractive to low-income player groups.

As a price, the game quality of "Stumble Guys" itself is relatively average, unlike many ultra-casual mobile gamesIt is at a similar level, but the developer still spends the limited funds wisely - the skins in the game are very rich, although not exquisite, but there are many styles and distinctive styles. Considering its low price, it can be regarded asGood value for money.

In order to improve user stickiness, "Stumble Guys" also adopts a pass mechanism like "Jelly Bean Man", free players can also get a lot of rewards, and paid players can unlock a large number of random skins and gem rewards, and the price/performance ratio is also at the leading level in the same type of games.

New Enlightenment of Going Overseas: Adapting Measures to Local Conditions, Making Small Profits but Quick Sales

Among the many popular overseas casual mobile games recently introduced by GameLook, the business model is very importantdisassembly object.For example, "Zen Match" enhances the player's willingness to pay and repurchase rate by increasing the difficulty of the game, while "Royal Rush" enhances the game's exquisiteness through Supercell-style packaging, and integrates dazzling payment points to enhance the game experience.Increase the likelihood that users will pay.

However, compared with the above two mobile games, "Stumble Guys" is completely in the opposite direction, opening up the gathering areas of developing countries such as Latin America and Southeast Asia through the lowest possible payment threshold.The gate, this idea of adapting measures to local conditions and making small profits but quick turnover is undoubtedly a strong reference for overseas manufacturers who want to gain a foothold in these areas.

In fact, domestic manufacturers have indeed made good explorations in this regard.For example, "Sausage Party" released by Xindong, as a party game-like casual shooting mobile game, has also achieved excellent results in Southeast Asia, and judging from the player comments, "conscience operation, no krypton friendliness" is also this gameOne of the most important product labels for games.

Although Netease's "Egg Party" has not yet been tested publicly, it has also received praise from players for its entertainment and fun during the internal test process.

GameLook believes that the above cases have proved that after two years of popularity, Party Game is still a track with many opportunities.In the field of mobile games, the diversity of the global market, especially the vast potential markets in underdeveloped regions such as Asia, Africa, and Latin America, provides a bigger stage for party games that are easy to learn, low in threshold, and highly entertaining.For overseas manufacturers, when developing these markets, by formulating more targeted product development and operation strategies, they may get twice the result with half the effort and achieve gratifying market performance.