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网游新规征求意见，游戏股闪崩
国家新闻出版署发布草案称，网络游戏不得设置每日登录、首次充值、连续充值等诱导性奖励。
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来咖智库
来咖智库
·
2023-12-27
腾讯的“亲儿子”，终究成了不讨喜的“富二代”
作者 | 龚岩 编辑 | G3007 这个岁末，注定要成为派对游戏的竞技场。 自12月15日腾讯的《元梦之星》上线后，宣称狠砸14亿重金，势必要切下一块派对游戏的蛋糕，左手暴力买量营销、全资源集中导流，右手对打《蛋仔派对》引声量。直到今天，“蛋元之争”尚如火如荼，也不妨中场复盘这场派对游戏揭幕战，能为后续更多厂商入局这条“新晋国民级DAU”赛道，提供怎样的打法、教训和启示。 从中场战势来看，《元梦之星》砸出了App Store免费榜榜首，但也遭到了大量玩家的口碑反噬；《蛋仔派对》在攻势之下不仅没丢失用户体量，反而创下了日活新高，据官方数据显示，蛋仔UGC地图的单日新增达到了33万张的爆炸式数量，展现出惊人的内容创作活力。 图片 以“14亿资金投入”的尺度来看，腾讯确实是下了一手快棋，而从投入产出比来看，快中难免显乱，难称得上一盘妙棋。尤其是面对这样一名对手——在派对游戏品类抢跑了整整一年半，拥有成熟的用户、内容玩法积累、UGC内容生态的《蛋仔派对》，快攻似是无奈之举，确实也收效不抵预期。 而今天复盘这场派对之战，我们要回答的问题实际是：粗暴买量的传统打法是否依然奏效，背后暴露的破绽是什么？游戏行业的竞争逻辑是否发生改变？派对游戏这个品类的特质，是否足以影响进攻和防守的布局？ 01 轰炸式营销遭用户反噬，背后的变与不变 在腾讯的大手笔投入下，此次《元梦之星》的营销推广堪称无差别式轰炸。不仅几乎所有腾讯软件上，都能看到各种开屏广告、弹窗推送等为其引流，腾讯还直接拿出了皇牌游戏《王者荣耀》为其助攻，包括推出了在《元梦》里完成任务才能获得的大乔星元皮肤。让《元梦之星》IP登上了王者荣耀共创之夜，刷足存在感。各大浏览器的显眼位置以及应用商店的榜单上，《元梦之星》广告都成了“显眼包”，还有微博、B站、抖音、小红书等腾讯的圈外阵营，也都出现了《元梦之星》的各种软广、硬广。 【
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腾讯的“亲儿子”，终究成了不讨喜的“富二代”
姬霓太美
姬霓太美
·
2023-12-25
$腾讯控股(00700)$
$网易(NTES)$
如果去对比一下国际化游戏公司，索尼、 任天堂、卡普空、育碧 动视. R等，你会发现国内游戏公司的估值还有50%以上的下降空间。😆😆完全不是靠作品而是骗钱
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第二张脸
第二张脸
·
2023-12-25
不容易啊，挣钱不容易啊，问良心卖几斤两？
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fuok
fuok
·
2023-12-25
啊对对对对，你说的都对
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张临安
张临安
·
2023-12-25
好好好 上礼拜你发文件做空吃一波，这礼拜发解读做多再吃一波，一鱼两吃，真牛逼。
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你的佟年我的童年
你的佟年我的童年
·
2023-12-25
你怎么不[笑哭] 别在这发文了股托
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sway
sway
·
2023-12-25
发布先做空，顺势再来一波做多，钱tmd都让你们赚了，把之前做空的期权拖出来挨个严审，做实就判个无期
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JustinWu
JustinWu
·
2023-12-25
写这种垃圾东西晚上睡得着觉吗？
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Artemys
Artemys
·
2023-12-25
呵呵
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GP黑白熊
GP黑白熊
·
2023-12-25
说说你对这篇新闻的看法...
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fuok
fuok
·
2023-12-23
啊对对对对对对
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ysc111
ysc111
·
2023-12-23
还用走漏?这这两周呢个走势，前两天小反弹接着空一点问题没有
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华尔街小虾
华尔街小虾
·
2023-12-23
什么狗屁提前泄露消息，你去看看大智慧11点27分发出来的消息，2分钟之后行情才异动，完全没人把这个消息当回事，但是上午盘抛盘引起了恐慌
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