Tencent, NetEase's retreat in great strides,

Striding forward for high-quality games.

In January, 16 games were shut down, nearly half of which were won by NetEase and Tencent.

Suspension, sometimes the beginning of victory.

According to incomplete statistics from the media, more than 16 games will be announced to be suspended or officially suspended in January 2025.

Among the games that have been suspended, there are many games from big factories and those with brilliant achievements.

Statistics show that 5 of them are from NetEase, 2 are from Tencent, and Kuaishou's first self-developed game "Westward Chronicle Burning Soul" has also announced its discontinuation.

In other words, NetEase and Tencent account for nearly half.

The games from small manufacturers, which were announced to be discontinued in January 2025, basically did not last until the "first birthday".

Interestingly, the outage may also be the opening of the server.

Regarding the suspension of the "Black Desert" mobile game, Tencent said in the announcement that due to the imminent expiration of the agency agreement between Tencent and the developer of the "Black Desert" mobile game, it regrettably announced the cessation of the operation of the "Black Desert" mobile game in China after friendly negotiation with the developer.

In the same month that the mobile game announced the suspension of service, the "Black Desert" terminal game national server, which was also represented by Tencent, opened the public beta.

It is worth pointing out that from 2024, Tencent has gradually changed its thinking in its relatively weak categories. In terms of two-dimensional games, Tencent has successively shut down "White Night Aurora" and "Food Language", but instead invested in Kuluo games.

On the other hand, NetEase has a total of 5 games, "Yin and Yang Hundred Ghost Story GO", "War Roar", "Mobile City Alpha", "Taiya Epic", and "The Legend of Meteors".

Among them, "The Legend of Meteors" and the current NetEase star action mobile game "Naraka: Bladepoint" are the same producer - Guan Lei.

Guan Lei can be said to be "dead" on the road of martial arts action, and participated in the production of a series of "meteor" IPs.

Under the streamlining of the government, NetEase and Tencent have also become the biggest winners of the game's Spring Festival file.

In January 2025, "Honor of Kings" will launch a variety of new "skins" (including Ying Zheng's "new skin", Ji Xiaoman's "skin", and the Year of the Snake's Spring Festival limited "skin", etc.).

At the same time, a number of special events and a large number of benefits were launched during the Spring Festival, making the game's monthly revenue reach the highest value in nearly 42 months, returning to the top of the global mobile game best-selling list in January.

NetEase's "The Fifth Personality" launched the "Call of the Abyss VIII." ceremony, and launched the Spring Festival event "Kiln Fire Except for the New Year", and launched the "Season 36 Essence 3" event to attract players.

As NetEase's highest-grossing mobile game at present, "The Fifth Personality" reached a peak in global revenue in January, with an increase of 123%, driving NetEase's current revenue to increase by 28%, ranking second in the publisher revenue list.

In addition, many of the currently closed games will be followed by offline versions or commemorative versions at the call of players, and what seems to be brewing?

What is the logic behind the shutdown of the game in January and the revenue carnival of large manufacturers?

What do you think of the above changes in the operations and strategies of Tencent and NetEase?

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

The retreat of Tencent and NetEase is for the sake of high-quality games.

Tencent has shifted from the previous extensive planting and thin harvest to concentrating on the research and operation of high-quality products.

With the gradual formation of high-quality games, Tencent has to follow the general trend if it wants to maintain its status as a major manufacturer.

As for the second game, Tencent, which has the strongest money ability, should still take the investment route and "hit the luck" through external horse racing, rather than burdening itself when the bloated internal research and operation has not yet subsided.

NetEase is also stepping into the boutique route.

For games that fail by trial and error, cut off and shut down, put the research and operation forces scattered in many games into more promising products, improve the head effect, and look for new hits.

It can be said that in terms of suspending services and making money, the choices of Tencent and NetEase, the two top names in the domestic game industry, are surprisingly consistent.

As for the offline version or commemorative version of some suspended games, it is just to better appease the core players, and then translate these players to new games to do marketing strategies.

It often happens that players demand that the game never stop, and in the end, the game manufacturer compromises and launches the corresponding version.

But this kind of game will eventually become a zombie as the version ages and its popularity dissipates, and finally becomes a de facto suspension without stopping.

It is just a buffer in the face of player needs and corresponding public opinion.

In addition, through service, player retention can also accumulate popularity for new games.

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