Original title: The
sheep made a sheep and made a profit
The A-share company behind it once invested in Moore Manor, and the net profit in the first half of the year dropped by more than 20%
"The first pass is to go to kindergarten, and the second pass is to go to postgraduate entrance examination." Some netizens described the recently popular small game "Sheep and Sheep".
The Red Star Capital Bureau noticed that "The Sheep" is not the first popular mini-game.
Before that, games such as "Jump and Jump", "Synthetic Big Watermelon", and "Moore Manor" were all popular in the circle of friends, and the popularity of related topics also attracted attention, but their explosive life cycle was not long.
It is worth noting that the distribution company of "Moore Manor" is the investment company behind "The Sheep" (603444.SH).
But "Moore Manor", which brought gigabit a considerable profit last year, has now become one of the reasons for the drag on gigabit's performance.
gained popularity
In order to get props to share with friends, there was a lively discussion on social media, and netizens and self-media bloggers played tricks for the second time, making this game popular
earned traffic
Topped the Weibo hot search list for two consecutive days; occupied 8 hot search seats on September 14
earned advertising
In terms of monetization, it mainly relies on video advertisements. It is understood that the customs clearance rate of "Sheep and A Sheep" is only 1/1,000. Netizens said that the difficulty setting is too high to make people watch advertisements. Bar!"
Netizens scold while playing
Hot search
It has topped the Weibo hot search list for two consecutive days; it has occupied 8 hot search seats on September 14, which can be called a screen dominance; the official Weibo reported that the server was down and crashed 3 times in two days; due to the popularity of the game exceeding expectations, currently The official has begun to urgently recruit back-end server development, "the reward for recommending entry is 5,000, and the bonus for self-recommendation is 5,000"...
This is the "record" of the recently popular mini game "Sheep and Sheep", which has become popular on social networks in just a few days.
What kind of game can be so popular?
The experience of the Red Star Capital Bureau found that "The Sheep" is a small game that eliminates the cartoon background.
The gameplay is similar to Xiao Xiaole. Users need to keep collecting enough cards with the same pattern to eliminate them in a limited pit, until all cards are eliminated before they can clear the level.
At present, the game can be found on Douyin and WeChat mini-program entry.
Under the heat, controversy ensued.
Some netizens criticized the unreasonable setting of the customs clearance difficulty of "The Sheep" on social platforms, and questioned that the difficulty setting was too high to make people watch advertisements. , a waste of time."
The Red Star Capital Bureau noticed that there is currently no version number for "The Sheep", and the monetization has not been through in-app purchases, but relies on video advertisements.
It is estimated that if you use 3 props in one round, you will watch 75 minutes of commercials after playing 50 games.
The "2022 WeChat Mini Game Growth White Paper" shows that there are currently three main forms of monetization for WeChat mini games, IAP (in-app purchase payment), IAA (advertising monetization), and IAP+IAA (mixed monetization).
And "Sheep and Sheep" mainly adopts the IAA mode. If the player fails to pass the level in the game, he can get props by watching the video advertisement.
In addition, some netizens questioned that "The Sheep" plagiarized another game "3 tiles".
In this regard, Zhang Jiaxu, founder of Jianyou Technology, the production company of "Sheep and Sheep", responded to the "China Securities Journal", saying, "Our players have responded for us in the comments below, and they (questioning parties) know it themselves, in fact, they want to Find a point to arouse everyone's (attention)."
Caught Traffic Password: Social
In fact, "The Sheep" is not the first small game to explode on social platforms.
Before that, small program games such as "Jump and Jump" and "Synthetic Big Watermelon" were all popular in the circle of friends, and the topics of "Moore Manor" and "Harry Potter: Magic Awakening" were also very hot.
But it is worth noting that the life cycle of such a small program game is not long.
Most of the above-mentioned popular mini-games have now disappeared.
The Red Star Capital Bureau noticed that compared to "Jump and Jump" and "Synthetic Big Watermelon", "Sheep and Sheep" is equally simple in gameplay, but it is extremely difficult to clear customs.
It is understood that the clearance rate of "The Sheep" is only 1/1,000, but it is precisely because of such an unreasonable level of difficulty that players want to clear the level even more.
And the design of increasing regional rankings in "Sheep and Goat" increases the competitive psychology of players.
Compared with individual rankings in the circle of friends such as "Jump and Jump" and "Synthetic Big Watermelon", the collective ranking of provincial divisions has stimulated players' collective sense of honor to a certain extent.
It is worth noting that the explosion of "Jump and Jump", "Synthetic Big Watermelon" and "Sheep's Sheep" are inseparable from the spread of social media.
Whether it’s to get game links to share with friends, or topics on Weibo’s hot search list, or secondary dissemination of play stalks by netizens and self-media bloggers, sociality is a crucial factor in the popularity of mini-games .
News Watch
The proportion of R&D investment in joint-stock companies is not high
The A-share company behind the talk talks about "The Sheep Got a Sheep"
The Red Star Capital Bureau has learned that Jianyou Technology, the research and development company of "Sheep Luck", was established in January 2021 with a registered capital of about 1.17 million yuan, and the legal representative is Zhang Jiaxu.
According to the 2021 annual report of Jianyou Technology, the number of insureds is 7.
Jianyou Technology has previously developed the first WeChat mini game "Pirates Come" with monthly turnover exceeding 100 million.
And this company, which was only established in 2021, also has a well-known listed game company behind it.
According to the Tianyancha APP, Zhang Jiaxu, the founder of Jianyou Technology, holds 85.5% of the shares, and Leiting Network holds 10% of the shares, making them the company’s second largest shareholder.
Thunder Network is a game company under the listed company Gigabit.
Regarding the explosion of "Sheep and Goat", Gigabit said that the game was developed by Gigabit's shareholding company, and the investment ratio is not high, and the relevant income will be reflected in Gigabit's investment income.
The last time Gigabit attracted widespread attention was in June 2021 when “Moore Manor” was launched.
According to public information, the mobile game "Moore Manor" was developed and produced by Taomi.com, and the distribution rights belong to Thunder Games, a wholly-owned subsidiary of Gigabit.
Data shows that the mobile game "Moore Manor" was pre-downloaded more than 2 million times on the iOS version on the first day, ranking first in the overall download list of the App Store.
The number of downloads exceeded 6 million within 8 hours of opening the server, and the number of online users exceeded 1 million.
At the same time, "Moore Manor" has also aroused many hot topics, and has been searched on Weibo several times.
With continued high exposure, "Moore Manor" became a phenomenon-level mobile game in June last year, driving Gigabit's stock price soaring.
From the opening of the market on May 31, 2021 to June 7 of the same year, the stock price of Gigabit increased by nearly 25%, and the market value rose by more than 10 billion yuan.
But less than 100 days after it was launched, the ranking of "Moore Manor" in the App Store free game list dropped to about 150, and the discussion and downloads fell sharply.
The popularity of the game is also reflected in Gigabit's performance.
In the first half of 2021, Gigabit achieved an operating income of about 2.387 billion yuan, a year-on-year increase of 69.41%; the net profit attributable to shareholders of listed companies was about 901 million yuan, a year-on-year increase of 63.77%.
Gibbit stated that the operating income increased compared with the same period of the previous year, mainly due to the contribution of new online games such as "One Thought", "Ghost Valley and Eight Wilderness (PC version)" and "Moore Manor" during the reporting period.
But in the first half of this year, things changed.
During the reporting period, Gigabit achieved operating income of 2.51 billion yuan, a year-on-year increase of 5.17%; net profit of 688 million yuan, a year-on-year decrease of 23.59%. This is the first half-year net profit decline of Gigabit since its listing in 2017.
Gigabit explained that the reason for the change in net profit was the increase in marketing and promotion expenditures compared with the same period of the previous year, and at the same time, due to the significant year-on-year decline in the turnover of “Moore Manor” and “Ghost Valley and Eight Wilderness (PC version)”, the game share paid to external developers was relatively high. Decrease in the same period last year.
New games are constantly being launched. How much revenue can Gigabit bring from this investment in "The Sheep"?
The Red Star Capital Bureau called the Gigabit Securities Representative Office in this regard, but as of press time, the call was unanswered.
(Reporter Xie Yutong)