Text/Yiguang Flow

Not long ago, Chaoxi Lightyear opened another hand.

"Hatsune Miku: Colorful Stage" (hereinafter referred to as PJSK) represented by him has finally opened the reservation for the national server 2 months after getting the version number, and it will be placed in the second half of 2024, which can be said to be a very capable two-dimensional game.

PJSK is a vertical product that dominates the Japanese server, and only "Idol Dream Festival Music" can compete with it in the music game track, while other similar products have a gap with PJSK. In the first five months of last year, PJSK's total revenue was almost double that of third place.

In the Japanese server market, PJSK can also wrestle with mainstream products, it has topped the best-selling list of the Japanese App Store many times, and the total revenue of the Japanese server has exceeded 55.36 billion yen (equivalent to 2.625 billion yuan, Game-i data) since its launch. Due to the high popularity of PJSK in Japan, some players call it "Japan Genshin".

After the national service is open for pre-order, the potential of this product is gradually being released. First of all, the number of reservations, the official website has exceeded 1.2 million, and third-party channels such as Station B, TapTap, and Haoyou Kuaibang have also added up to 1.24 million reservations, and the total number of reservations has accumulated more than 2.4 million in half a month. Secondly, the expected rating of players is also very high, with an average score of 9.3 given by players at Station B, an average score of 9.1 given by TapTap players, and an average score of 9.0 given by players who are good at playing fast exploding.

However, compared with the good scenery in the data, players are surprisingly unanimous in the barrage "not optimistic", and they have swiped the comments of "Marula". Such a strange scenery is really rare in the second tour circle, so let's talk about this game briefly today.

01

The most playable two-dimensional card sound game

When it was first launched, Grape Jun once talked about the gameplay and content of this game, so I won't repeat the description in this article.

To put it simply, the overall quality of this game is very high, first, the feel of the audio game polishing is very good, which is compatible with both casual players and hardcore players;

Second, the understanding and expression of Hatsune's future IP is also in place, highlighting the storytelling, appreciation, and emotional concentration of the music, and smoothly connecting the feelings of old players for Hatsune and the pursuit of popularity by new players;

The third is that the commercialization is very mature, although the three things in the game are old-fashioned but stable, the creators outside the game + fans + star-chasing industry are one-stop, there are many pit points, the content pool is large, and the consumption points are dense, so it is difficult to get out.

After several years of precipitation, PJSK's influence in Japan has been increasing, and its commercial value has also been rising.

For example, Nikkei once conducted a social survey on "pushing live", analyzing the age distribution and consumption intentions of Japan's star-chasing people. Among them, the ratio of male to female fans of "Hatsune Miku" is 6:4, and the median age is 35 years old; The ratio of male to female fans of "V Family (Hatsune Virtual Idol)" is 5:5, and the median age is 22 years old. PJSK has a male-to-female ratio of 4.5:5.5 and a median age of 19 years.

Pushing the live map, pushing the live can be simply understood as the behavior of chasing stars

To put it simply, from a macro point of view, Hatsune Miku's IP has been declining in age with the launch of new sub-IPs, from the middle-aged group of Bensi to the younger group of college students. The popularity of PJSK has even spread to elementary school students, which is one of the reasons why it is called "Japan Genshin".

As of September 2021, PJSK ranks second among the favorite mobile games of high school students in Japan

The reduction of the age group of the audience also benefits all kinds of people in the upstream and downstream of the Hatsune IP industry. For example, many musicians whose main business is to create V family songs, through cooperation with PJSK, many classic songs have been re-popularized, and the new songs they create have more publicity channels, as well as more attention and popularity. Just looking at the tracks on the official PJSK channel, there are more than a dozen songs played at the level of 10 million.

In general, PJSK is backed by the Hatsune IP accumulated over the years, giving enough benefits and publicity to the Vjia musicians, and then cultivating a new idol team in the Hatsune worldview in the way of old people leading newcomers, and finally integrating them for systematic IP industry operation and monetization with mature products.

PJSK offline concert

There are products, traffic, new audiences, and content authors, and with enough funds to promote, the entire business system will be revitalized. Compared to other Japanese cross-media projects, which are self-built and self-made, PJSK's business prospects are undoubtedly better. Of course, this is also a case that is difficult to replicate.

02

The challenge behind the player's "Maru La" swipe

Ideally, PJSK will accumulate in Japanese service for 4 or 5 years, and as long as the domestic market can digest these accumulations, then the lower limit of PJSK's national service will not be low. However, the player's "Maru Spicy" swiping the screen reveals that the reality is still quite challenging.

The first is the upper limit of the audio game. To be precise, it is the upper limit of the Japanese gacha to develop idol music games in the domestic environment.

The pure-tone gameplay method is still niche in China, and its popularity is far less than that of the Japanese and Korean markets. The PJSK audio game method is specially tailored for the Japan market, with strong technical challenges, and can be called "hardcore" for domestic mass players. Therefore, it is difficult for PJSK to break the ice with gameplay in China.

Bengalee HS PJSK Hand Yuan

Then the pressure is on the content, such as following the 2.5-dimensional idol route of daily clothes. Although Hatsune Miku is famous in Japan, strictly speaking, Hatsune Miku is just a "cooperative artist" of PJSK, and the real protagonists are several combinations of the game's originals. Therefore, if you want to consume newcomers, you must first activate the heat of Hatsune, and then cultivate the popularity of newcomers, which is also difficult to walk.

The second is the promiscation of circles.

With the popularity of PJSK in Japan, its user base is also changing rapidly, integrating new groups of people, such as pure music travel enthusiasts, listening parties who come to V's songs, old fans of Hatsune, new fans of newcomers, and CP fans...... The more popular it becomes, the more complex the user attributes of PJSK become.

This kind of complex and contradictory user attributes is more likely to be amplified in China. On the one hand, the public opinion environment of domestic second tours is getting worse day by day, and users in various circles are becoming more and more antagonistic; On the other hand, PJSK also had domestic users playing in the early days, and it was also affected by the trend of Japanese servers early, forming different groups and contradictory relationships. It can be said that the beginning of the PJSK national server may have to directly face difficult difficulties.

Then there is the wall in the release of similar products.

One example is the "BangDream" national server, this game has also hit the top of the best-selling list in Japan, but its performance in China is tepid, and it is very close to PJSK in terms of product commercialization model, which can be regarded as a sample for PJSK. Another example is the performance of PJSK in Hong Kong and Taiwan, also as a Chinese market, PJSK can hardly replicate its dominance in the Japanese market, analogous to the larger and more competitive Chinese market mainland, PJSK can play a few examples is inevitably worrying.

Some people may say that there is a byte channel bonus in the morning and evening light years, and there have been music games out of the circle on Douyin. But judging from the data, Hatsune Miku's playback on Douyin is 10.7 billion, while the total playback of the two core keywords "PJSK" and "World Project" associated with PJSK is only 2.17 billion.

What's more, PJSK has a lot of idol baggage, and it is difficult to get out of the circle on Douyin like "MuseDash", and it is difficult to continue to be backward compatible with the audience (the circle is more chaotic), relying on social chains to reproduce the popularity of "Rhythm Master". So on the whole, the road to the promotion of PJSK in the country is not smooth.

03

Users end up voting with their feet

From a personal point of view, although it is difficult for me to imagine that PJSK will replicate the grand occasion of the Japanese service in China, I still hope that the national service can be successfully implemented and develop healthily. There's no other reason.,The game is a really good game.,The song is really good.,PJSK is a unique game in China.。

Looking at the audio game track alone, the first place is "QQ Xuanwu", which is not the same kind of gameplay as PJSK, and the second place "MuseDash" is a stand-alone product, and the rest of the games can hardly appear on the best-selling list. There are few competitors in this track, and it is quite rare in today's saturated domestic market, so opportunities and market space exist.

What's more, there is still a steady stream of excellent songs extended from Hatsune Miku, and after PJSK adds a fire, no matter what changes it brings, it will definitely make this IP live into the long future. In this long cycle, it can survive all opponents.

As long as the IP can always create good content, then users will eventually vote with their feet. Just like now, although everyone is brushing "Maruchi" in the barrage, there are still many people who silently order an appointment and give a 9 point of praise.

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