Young people, don't play "synthetic watermelon"

毛丽娜著

By Mao Lina

编辑：李春辉

Editor: Li Chunhui

"年轻人，不要玩合成西瓜。"

"Young people, don't play with synthetic watermelon."

在新年前的特殊时期，简单的H5游戏合成西瓜通宵流行。到处都有人表示，他们半夜不睡觉，决心合成西瓜。

During the special period before the new year, the simple H5 game synthetic watermelon was popular all night. People everywhere showed that they didn't sleep in the middle of the night and were determined to synthesize watermelon.

这个小游戏于1月22日推出。截至1月28日，"合成西瓜"微博话题阅读量11.7亿，讨论量29.7万。新年的精彩游戏只不过是西瓜。

This small game was launched on January 22. As of January 28, # synthetic watermelon # microblog topic has read 1.17 billion and discussed 297000. New year's phenomenal game is nothing but watermelon.

在这些安利系列中，有一半的产品来自微伞游戏。另外，以@Happy Star pursuit level 10学术渣为例，如果在该博主的微博上搜索"mini games"、"games"等关键词，会发现自2018年开户以来，该博主只发布过一次该游戏的安利内容。

Among these Amway collections, half of the products come from micro umbrella games. In addition, take @ Happy Star pursuit level 10 academic slag as an example, if you search the keywords such as "mini games" and "games" on this blogger's Micro blog, you will find that since the opening of the account in 2018, this blogger has only released the Amway content of this game once.

这条微博的发布时间与合成西瓜的发布时间相同，已经有1万多人转发。微观知识传播路径分析表明，@Happy Star pursuit level 10学术剩余是传播路径的根节点，最大传播深度为14。

The release time of this microblog is the same as that of synthetic watermelon, and it has been forwarded by more than 10000 people. The analysis of micro knowledge propagation path shows that @ Happy Star pursuit level 10 academic residue is the root node of the propagation path, and the maximum propagation depth is 14.

总之，西瓜的传播链可以概括为：好奇心——社会压力——求胜欲望。

In short, the communication chain of watermelon can be summarized as: curiosity - social pressure - desire to win.

用"瓜"等关键词制造话题，激发公众的好奇心；游戏中的不确定性催化玩家的讨论热情，形成社会压力，不玩不相容；游戏中的分享机制激发了玩家的胜负欲望和挑战热情，高分玩家想要发光，低分玩家暗中努力；在你我竞争的过程中，新的交流内容诞生，链条不断运行。

The key words such as "melon" are used to create topics and stimulate the public's curiosity; the uncertainty in the game catalyzes the enthusiasm of discussion among players and forms social pressure, which is incompatible without playing; the sharing mechanism in the game stimulates players' desire to win or lose and their enthusiasm for challenge, high score players want to shine, low score players make efforts secretly; in the process of you competing with me, new communication content is born, The chain runs continuously.

谁在做大西瓜

Who is making big watermelon

"大西瓜"的走红也使得加工大西瓜的公司——微伞游戏浮出水面，成为人们关注的焦点。在大多数游戏公司都强调高质量产品的时候，这家公司关注的是流量。

The popularity of "big watermelon" also makes the company of processing big watermelon - micro umbrella game come to the surface and become the focus of attention. At a time when most game companies are emphasizing high-quality products, this company focuses on traffic volume.

这是一家致力于H5小游戏的公司。据该公司官方网站消息，该公司每周都会推出一款免费的小游戏，游戏无需下载，即搜索和玩。目前，该公司有近千款H5游戏，而且大部分类似于大西瓜。它们大多是消除+合成游戏，门槛低，情节简单或几乎没有情节，适合打发零碎的时间。

This is a company dedicated to H5 small games. According to the company's official website, the company will launch a free small game every week, and the game does not need to download, that is, search and play. At present, the company has nearly a thousand H5 games, and most of them are similar to big watermelon. Most of them are elimination + synthesis games, with low threshold, simple plot or almost no plot, and are suitable for passing the fragmented time.

此外，硬糖军还发现，这款微伞游戏属于一家名为北京米斗科技的公司，该公司拥有261项软件版权，每一项都代表一款小游戏。

In addition, hard candy Jun found that the micro umbrella game belongs to a company called Beijing Midou technology, which has 261 software copyrights, and each one represents a small game.

对于米斗科技来说，大西瓜砸了多少玩家，甚至导致服务器崩溃并不重要。经过这场战役，让品牌客户看到这种促销方式的潜力是关键。

For Midou technology, it's not important how many players the big watermelon hit and even caused the server to crash. After this battle, let the brand customers see the potential of this way of promotion is the key.

《大西瓜》的走红，也引起了外界对H5小游戏版的关注和讨论，合成大西瓜是否赢得了该版，以及这种商业模式是否安全。硬糖君从一位资深游戏玩家处了解到，可能是因为信息流通等外部因素，外界对小游戏的版本号有一些误解。

The popularity of "big watermelon" has also attracted the attention and discussion from the outside world on the H5 mini game version, whether synthetic big watermelon has won the version, and whether this business model is secure. Hard candy Jun learned from a senior gamer that maybe because of external factors such as information circulation, the outside world has some misunderstanding of the version number of small games.

该游戏玩家表示，IAA（超级休闲游戏）型号产品和H5产品并没有表示会严格要求版本号。在此之前，有消息称，他们需要加紧准备，但并没有真正落实。另外，"大西瓜"不涉及内部采购，所以"目前这个节点关注的是版次号，这可能是重点不对。"

The gamer said that IAA (super leisure game) model products and H5 products did not say that they would be strict with the version number. Before that, there was news that they needed to step up preparations, but they have not really been implemented. In addition, "big watermelon" does not involve internal purchase, so "at present, this node pays attention to the edition number, which may be the wrong focus."

小游戏是新蓝海

Small game is the new blue ocean

"大西瓜"的走红吸引了不少模仿者。如果你搜索Android和IOS，你会发现有很多游戏的名字，比如合并大西瓜和合成大西瓜。其中不少自称手机游戏版的"合成西瓜"，企图以假乱真欺骗群众。

The popularity of "big watermelon" has attracted many imitators. If you search Android and IOS, you will find that there are many games with names such as merging big watermelon and synthesizing big watermelon. Many of them call themselves the mobile game version of "synthetic watermelon", trying to deceive the masses with false and true.

从大西瓜的走红之路不难发现，除了KOL和话题营销之外，大西瓜在娱乐圈的频繁出现，也为大西瓜的走红提供了一个"好时机"。其实，郑爽和华晨玉是西瓜最大的幕后英雄。如果没有这些外部因素的共同作用，即便是微伞游戏本身也很难以同样的方式再现一个大西瓜神话。

It's not difficult to find out from the path of big watermelon's popularity that in addition to KOL and topic marketing, the frequent occurrence of big melons in the entertainment circle has provided a "good time" for the popularity of big watermelon. In fact, Zheng Shuang and brilliance Yu are the biggest behind the scenes heroes of watermelons. Without the combined effect of these external factors, even the micro umbrella game itself is difficult to recreate a big watermelon myth in the same way.

当然，之前已经分析过微伞游戏的商业模式，是否流行对其影响不大。然而，《大西瓜》的走红再次证明，游戏市场总有几个重量级玩家，休闲游戏市场也有更大的想象空间。

Of course, the business model of micro umbrella game has been analyzed before, and whether it is popular or not has little influence on it. However, the popularity of "big watermelon" proves once again that there are always a few heavy players in the game market, and there is more room for imagination in the leisure game market.

2019年，国内IAA游戏市场规模已达100亿。当时有机构预测，IAA游戏在未来三年内将继续超过行业平均增速，成为游戏领域的"新蓝海"。

In 2019, the domestic IAA game market has reached 10 billion. At that time, some organizations predicted that IAA games would continue to exceed the average growth rate of the industry in the next three years and become a "new blue ocean" in the game field.

由于休闲游戏的开发周期比中、重游戏短，要求也较低，嗅到机会的开发商蜂拥而至。随着参赛者的增多，选手们的胃口自然越来越高。即使不花钱做广告，玩家也开始考虑游戏内容是否值得花时间。因此，休闲游戏也容易在低门槛的基础上，向不同的方向发展。

Because the development cycle of leisure games is shorter than that of medium and heavy games, and the requirements are lower, developers who smell the opportunity are swarming in. With more entrants, the appetite of the players is naturally getting higher and higher. Even if they don't spend money on advertising, the players also begin to consider whether the content of the game is worth their time. Therefore, leisure games are also easy to use on the basis of low threshold, moving in different directions.

2019年1月，byte beat平台ohayoo正式成立，推出休闲游戏发行业务，称将成为"大众货币孵化器"。2020年9月，ohayoo推出"春风计划"，并投资1亿支持有限的游戏开发商。到目前为止，ohayoo已经发布了超过150款游戏，下载量超过60亿，每月直播用户超过8000万。

In January 2019, byte beat's platform ohayoo was officially established and launched its leisure game distribution business, saying that it would become a "popular money incubator". In September 2020, ohayoo launched the "spring breeze plan" and invested 100 million to support limited game developers. So far, ohayoo has released more than 150 games, with more than 6 billion downloads and more than 80 million monthly live users.

去年7月底，腾讯广告召开IAA游戏生态发展大会，表示将推动IAA生态全面升级。微信游戏独家"游戏优化计划"升级为"app+微信游戏"双端发行资源支持。腾讯曾表示，未来将针对中腰开发者推出相应的支持计划。

At the end of July last year, Tencent advertising held the IAA game ecological development conference, saying it would promote the comprehensive upgrading of IAA ecology. Wechat games exclusive "game optimization plan" is upgraded to "app + wechat Games" dual end distribution resource support. Tencent has said that it will launch corresponding support plans for mid waist developers in the future.

Link：https://new.qq.com/omn/20210130/20210130A0A2W100.html

update time：2021-01-31 14:49:04