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.

自1月21日起，@橘子娱乐，@齐齐哈尔市倪萍，@权力八卦总监，娱乐博主，@开心追星十级学术渣等多家微博娱乐大V和营销号相继发布了小游戏《安利集》，并首次推出"合成大西瓜"。

Since January 21, @ orange entertainment, @ Ni Ping of Qiqihar City, @ power gossip director, entertainment blogger, @ Happy Star chasing ten level academic slag and many other micro blog entertainment big V and marketing numbers have successively released the collection of small game Amway, and launched "synthetic big watermelon" for the first time.

当然，除了利用娱乐圈的优势外，与前辈2048相比，合成西瓜在简单玩法的基础上也有一些优势。与2048不同的是，2048只能水平和垂直移动数字，掉在西瓜里的水果会在其他水果的挤压和碰撞下自由滚动。因此，水果落下后，可能会因碰撞而引起运动和自动合成等连锁反应，进一步增加博弈的不确定性。

Of course, in addition to taking advantage of the entertainment industry, compared with the predecessor 2048, synthetic watermelon has some advantages on the basis of simple play. Unlike 2048, which can only move numbers horizontally and vertically, the fruit dropped in watermelon will roll freely under the extrusion and collision of other fruits. Therefore, after the fruit falls, it may cause chain reactions such as movement and automatic synthesis due to the collision, further increasing the uncertainty of the game.

所有小游戏都可以在微伞游戏下创建推广活动。品牌可以在游戏玩家之前添加一个活动页面，或者在游戏中放置奖励，粉丝可以获得一定的结果参与"试赢"抽奖，中奖后引导玩家关注微信官方账号或手机网站页面；同时，部分游戏还在游戏页面中支持品牌信息。

All mini games under micro umbrella game can create promotion activities. The brand can add an activity page before the game player, or put rewards in the game, fans can get a certain result to participate in the "try to win" lottery, after winning the award, guide the players to pay attention to WeChat official account or mobile website page; meanwhile, some games also support the brand information in the game page.

同时，微伞游戏还支持为品牌定制游戏，定制时间不超过两周。"《案例清单》显示，这种定制游戏的成本在1万元左右，品牌曝光率可达1000万次。另外，定制游戏仍然遵循门槛低、易用的特点。从推广效果来看，确实可以达到低成本、高曝光的目的。

At the same time, micro umbrella games also support customized games for brands, and the customization time is no more than two weeks. "Case list" shows that the cost of this kind of customized games is about 10000 yuan, and the brand exposure reading can reach 10 million times. In addition, the customized games still follow the characteristics of low threshold and easy to use. From the perspective of promotion effect, it can really achieve the goal of low cost and high exposure.

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.

此外，葵花、B、百度和360也纷纷宣布布局或游戏的小游戏，相信一批高素质的研发团队会蜂拥而至。据了解，目前休闲游戏赛道上真正能赚钱的游戏只有1%，巨人的进入可能是剩下99%的中小型研发团队最好也是最后的机会。

In addition, Kwai, B, Baidu and 360 have announced the layout or the game of small game, believing that a rush of high quality R & D team will be launched. It is understood that at present, only 1% of the games on the leisure game track can really make money, and the entry of giants may be the best and last chance for the remaining 99% of small and medium-sized R & D teams.

随着娱乐圈大西瓜事件的平息，大西瓜的人气也在下降。不过，春节仍是休闲游戏的高质量引爆期。我们将拭目以待，看看舞台上是否会有饺子和元宵焖猪肉。

As the big melon incident in the entertainment circle subsides, the popularity of big watermelon is also declining. However, the Spring Festival is still a high-quality detonating period for leisure games. We will wait and see if there will be dumplings and Yuanxiao braised pork on the stage.

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

update time：2021-01-31 18:49:18