In a highly competitive gaming market, a game that maintains a 90% player retention rate just one month after launch is an impressive achievement. The superhero PVP team shooter "Marvel Brawl", which is authorized by Marvel IP and developed by NetEase, is such a game.

According to SteamDB data, the game's peak number of online users on the Steam platform has reached 426,000, which is close to the all-time high. The official Twitter account expressed his gratitude for the support of players: "We are very happy to see that 90% of players are still playing one month after launch! ”。 The comment section was also full of enthusiastic feedback from players, and everyone agreed that the game's high retention rate was due to its wonderful gaming experience.

So, what did "Marvel Brawl" do right to achieve such excellent results in overseas markets? Is it a strong IP effect, excellent gameplay, excellent audiovisual experience, or an effective marketing strategy and good follow-up operations?

Old-fashioned IPs, but not all IPs

After decades of development, the Marvel Universe has built a huge and charismatic superhero palace. "Marvel Brawl" cleverly integrates this advantage into the core of the game, including Team America, Iron Man, Hulk, Little Spider and many other thunderous characters.

For Marvel fans around the world, these characters are no longer just avatars in comics or film and television works, they carry blood, dreams and feelings. Players can control their favorite heroes to gallop on the battlefield, satisfying the heroic fantasy that players have buried deep in their hearts since childhood.

Despite the game's focus on competitive battles, players said in the forums that the most special and enjoyable thing about Marvel Brawl is that they can actually become superheroes and play them.

From the mystical wonders of Asgard to the futuristic Tokyo of 2099, Marvel Brawl puts players in the real Marvel world and becomes part of a first-hand adventure.

There are many IPs in the Marvel series, and there are countless games that focus on playing superheroes, but there are only a few that can really make players have a sense of substitution.

Low threshold, refreshing, and excellent quality

In today's era of competitive games, Marvel Brawl understands the cost of learning. Its core competitive modes, such as Payload and Occupy Point, borrow from the classic gameplay framework of similar games, and for those who are familiar with this type of game, they can quickly integrate into the rhythm of combat with little additional learning.

However, this does not mean that the gameplay lacks novelty. On the contrary, the game reinforces the "turnaround" and increases the pace of the game, which makes the gameplay of Marvel Brawl even more thrilling than other games in this genre - the team that has the advantage one second can be caught up in the next due to a clever match or surprise attack by an opponent.

In addition, the design of a large number of destructible buildings in Marvel Brawl opens up a whole new tactical dimension for players. In the heat of confrontation, the player controls the hero who can use powerful skills to collapse a wall, opening up a shortcut to a surprise sneak attack; Or destroy enemy hiding bunkers and expose them to your own fire. These destructible elements not only increase the visual impact of the game, but also provide more tactical options and strategic space in actual combat, making the outcome of the battle difficult to predict.

And all this is based on the excellent quality of "Marvel Brawl". Powered by the rendering power of the Unreal Engine 5, Marvel Brawl has a first-line visual performance. The display animation shows the charm of the hero to the fullest, from the close-up of the hero's appearance to the special effects when the skill is released, the dynamic effect is full of tension.

The veteran shot and stabilized the level

In addition to the product level, "Marvel Brawl" also shows NetEase Games' overseas distribution capabilities. In the journey of overseas promotion, NetEase has joined hands with professional marketing teams such as Youdao Ads to accurately anchor the target audience and select overseas celebrities who are highly influential in the fields of games, animation, technology and other fields, and whose fan groups and potential game players are highly overlapping for marketing. With their unique content creation style, these influencers have set off a Marvel Brawl craze on popular social platforms such as TikTok and Twitch.

Knowing that overseas players have different gaming preferences and platform usage habits, Marvel Brawl has chosen to release it simultaneously on multiple mainstream platforms such as Xbox Series X|S, PS5 and PC. What's more intimate is that the game fully supports cross-platform matchmaking, teaming and other functions, completely breaking the barrier between platforms. Whether you're on Xbox or PC, it's easy to team up and play together. This not only greatly improves the social nature of the game, allowing players to play with like-minded friends anytime and anywhere, but also further expands the spread radius of the game through word of mouth among players, helping the game's popularity continue to soar.

Paying attention to the voices of overseas players is a key part of the follow-up operation of "Marvel Brawl". NetEase has set up a localized operation team overseas, most of whom are from the local area, who are familiar with the local market and player needs, and can carry out marketing promotion, customer service and event planning more accurately. Through close interaction with local players, we can understand the needs and feedback of players in a timely manner, optimize and improve the game in a targeted manner, and enhance the players' sense of identity and belonging to the game.

On the other hand, NetEase has rich experience in event operations, such as "Naraka: Bladepoint" and "The Fifth Personality" have achieved good results. NetEase knows how to make games more exciting, competitive and enjoyable. Although Marvel Brawl has not yet announced its esports plans, based on the data of the first month, it is a project with considerable potential.

This article is from Xinzhi self-media and does not represent the views and positions of Business Xinzhi.If there is any suspicion of infringement, please contact the administrator of the Business News Platform.Contact: system@shangyexinzhi.com