Without innovation, you can only burn money for heating,

The glacial period of the glacial network will be even colder.

The glacier network is entering the Ice Age.

Its pre-loss in the first three quarters exceeded 400 million, or twice the profit of last year.

Shenzhen Glacier Network Co., Ltd. announced that it is expected to have a net loss of 410 million yuan to 510 million yuan in the first three quarters of this year, and a profit of 217 million yuan in the same period last year, a year-on-year profit to a loss.

Among them, the net profit attributable to the parent company in the third quarter is expected to be 36 million yuan to 54 million yuan, a year-on-year decrease of 1.19%-34.13%.

According to the announcement, during the reporting period, Glacier Network's "X-hero", "Super World" and "Hero Clash" (Super World Overseas Version) were affected by the extension of the game life cycle, and the revenue recognized in this period decreased.

At the same time, due to the large launch of products such as "Hero Clash", the company's sales expenses increased and operating costs increased.

In addition, as of September 30, the company's non-recurring profit and loss during the reporting period amounted to about 31 million yuan, mainly for government subsidies and deposit wealth management income.

In fact, the life cycle of several game games has affected revenue, and it has been repeated in this year's Glacier financial report.

Some analysts have pointed out that the products in operation of Glacier Network are highly dependent on the purchase volume, and the income mainly depends on the purchase volume.

At present, the three main games promoted by Glacier Network, "X-hero", "Super World" and "Hero Clash", all adopt the strategy of buying volume by side gameplay.

This kind of medium-to-heavy game with hyper-casual gameplay is still popular, and it has certain advantages over traditional buying methods.

However, the sub-gameplay materials will fail quickly and require constant investment.

Taking X-hero as an example, the product has been launched vigorously around the world, and although it has increased the popularity and user base of the game to a certain extent, it has also brought higher operating costs and marketing expenses.

In addition, the sub-game of "saving the annoying dog" that has made Glacier Network eat a lot of dividends is also invalid.

The popularity of "Save the Troublesome Dog" stems from the recognition of its IP and the simple and interesting gameplay.

This game quickly attracted the attention of a large number of users and became the focus of many games.

However, due to the extremely low threshold for imitation, many games at home and abroad have borrowed "Save the Annoying Dog" in exchange for volume, and users are often unable to distinguish which game has a more special design of "Save the Annoying Dog" when actually choosing, and they do not pursue a more unique gameplay experience.

As a result, if you want to have popularity, you can only buy volume to attract attention.

And this effect is becoming weaker and weaker.

For example, "Super World" also tried to use "Save the Troublesome Dog" as a sub-gameplay, but it only lasted about a month and a half before making adjustments and switching to the sub-gameplay of car dispatching.

Can't you live without buying volume?

In this regard, Zhang Zitong, a reporter from the Daily Economic News, had an exchange with Shule, and the monkey thought:

Without innovation, we can only burn money for heating, and the glacial period of the glacier network will be even colder.

Game manufacturers buy volume is a kind of traditional art, and when the product recognition of middle-waist game companies is not high, only through the purchase volume to widely cultivate and attract users.

In particular, some games with relatively average quality, after completing the hot start of the number of online users through buying, often in order to ensure the balance between the rate of user loss and the growth rate, they can only continue to buy to maintain.

Middle-waist game companies such as Glacier Network, due to the continuous increase in the cost of buying volume, if there is an imbalance in the purchase volume and income, there will be losses.

Its games such as X-hero and Super World have indeed been in operation for many years, and their performance has not been outstanding for many years, and it is inevitable that they will enter a period of decline.

There is a lack of really excellent products to take over the baton as a whole, and it may be more difficult to continue life just by buying volume.

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