July 23, "Arena of Valor" opened the summer festival in Shanghai, during the celebration, Gao Li, general manager of Tencent Interactive Entertainment Marketing Department, revealed that "Arena of Valor" will officially launch the professional league plan in the second half of the year, which may indicate that Mobile e-sports is about to usher in a new outbreak phase.
registered users exceed 100 million, daily active users exceed 30 million, and many stars join the game one after another. This is the result of Arena of Valor, a MOBA mobile game owned by Tencent, eight months after its launch. On July 23, "Arena of Valor" opened the curtain of the summer festival in Shanghai. Artists such as Guo Jingming, Chen Xuedong and du Haitao were invited to attend and participate in the star exhibition match. Gao Li, general manager of Tencent Interactive Entertainment Marketing Department, revealed that "Arena of Valor" will officially launch the professional league plan in the second half of the year, which may indicate that Mobile e-sports is about to usher in a new outbreak phase.
strong > the number of daily active users exceeds 30 million. High input and precise locking is the key / strong > it is not an easy thing to make a MOBA game on the mobile platform. In recent years, MOBA has been very popular in mobile games, such as "Vanity", "National Super God", "Storm Hero", "full-time Master", "Glory showdown" and other games. As a new product officially launched in November last year, "Arena of Valor" announced in March this year that it had 19 million daily active users, making it one of the most phenomenal mobile games. At the summer festival held in Shanghai on July 23, Gao Li, general manager of Tencent Interactive Entertainment Marketing Department, brought a new set of data: eight months after its launch, Arena of Valor has more than 100m registered users, more than 30 million daily active users and more than 20 per cent female players. how to break out of many similar mobile games on the market? According to Ji Zefeng, vice president of Timi Studio of Tencent Interactive Entertainment, who is in charge of "Arena of Valor" production, not only the accumulation of early experience is very important, but knowing trial and error is also an important factor. "We have five years of trial and error, and unreliable practices have all gone through, so when the mobile wave comes, we have done a good job in restoring and retaining the core fun of MOBA."
Tencent Interactive Entertainment Marketing General Manager Gao Li
and from the perspective of research and development, the success of" Arena of Valor "also seems reasonable. Ji Zefeng revealed that "Arena of Valor" left other teams far behind in the investment of products. In addition to the R & D team of nearly 150 people, it also spent a lot of money on music. UI sound design, keystroke sound design, voice effects processing all use international teams, and invited Hollywood music master Hans Zimmer to capture knife background music. "Music production costs millions alone."
the experience of Liu Ming, general manager of Tencent Interactive Entertainment Star Game products Department, on how to understand the needs of current mobile online games should be done step by step. At the beginning of the game launch, it mainly solves the user's requirements for connection and smoothness. With the expansion of the scale of users, "Arena of Valor" is faced with more diversified needs, such as game balance and heroic richness. As users with larger sizes and different portraits gradually join the game, communication with users has become a top priority. because some users are from QQ, others are from Wechat, their age ranges vary, and their needs for the community vary from person to person. Liu Ming said that the next step will be to invest more energy in planning the construction of the game community. "for example, APP will be launched next, and this APP is not the only user community, there will be others to serve users. The user group is very large, they have different demands, how do we best meet the needs of users, the method is still in constant exploration, the maximum satisfaction of user needs is the direction that we will promote. " Liu Ming also believes that "Arena of Valor" has successfully achieved the key point of accurately locking the largest competitive game user market: "precisely speaking, for example, from the game system point of view, the largest number of users are actually playing the 5V5 system, and this system has the best sense of challenge and balance. The earliest positioning of this product is professional production level, facing the market is the largest competitive game market, so that players can experience professional MOBA games, we have also been recognized by these users. " strong > online and offline marketing combination, the future layout of "video game interaction" / strong > interactive marketing field online and offline, "Arena of Valor" also provides many successful examples. On the day of the event, Arena of Valor invited stars such as Guo Jingming, Chen Xuedong and du Haitao to participate in the game competition and make use of the stars' huge fan base to earn enough eyeballs and topics for offline activities.
Guo Jingming and Chen Xuedong appear at the" Arena of Valor "celebration to participate in the game
on the performance of interactive marketing, Gao Li said: "whether it is the cooperation with mobile glory or Pizza Hut, we all hope to create an interactive scene in the offline life of gamers. For example, our cooperation with Pizza Hut has a lot of direct interaction in terms of game content and Pizza Hut dining scene, and we also hope to give players more different enjoyment by creating a complete interactive experience online and offline. " talking about the topic of "film game interaction" that has been concerned by the industry in recent years, Ji Zefeng said with a laugh that many companies have come to their door, hoping to adapt Arena of Valor's TV series, movies and cartoons. "We attach great importance to brand image, so we are enthusiastic about these cooperation but remain cautious." In Gao Li's view, "Arena of Valor" as an important product of Tencent interactive entertainment, there are many ideas to be put into practice for the future big IP incubation. "Arena of Valor" is a very excellent IP in the self-research system. Under the pan-entertainment strategy, we will also do original animation, film, television, literature and other works in different fields. We hope that there will be high-quality works to present to you in different fields. " strong > Mobile e-sports may welcome the outbreak period, and the professional league will become a major play / strong > based on the success of product operation. After months of preparation, the "Arena of Valor" professional league will also be officially launched in September. Liu Ming revealed that this will be a major event in Tencent's interactive entertainment in the second half of the year, and the entire professional league will be built with a more professional, professional and large-scale thinking. "We will integrate the Wechat platform, Mobile QQ platform and TGA into four regions, and the top experts from the four regions will all have the opportunity to participate in the professional league arena." After the official start of school in September, the professional league will go directly into the campus and get in close contact with the broad masses of students. "for example, players can see Arena of Valor's ring on the playground." before that, Arena of Valor already had independent City of Kings races and many different types of e-sports events held by TGA, QQ, Wechat and other platforms. The opening of the professional league also announces that "Arena of Valor" will officially enter the professionalization stage of Mobile e-sports.
" Arena of Valor "professional league will officially launch
the popularity of e-sports in recent years is obvious to all. The influx of capital and the support of national policies let the industry see the broad development prospects of e-sports in the future. After more than ten years of development, the field of PC games has been on a large scale. After the rapid development of mobile mobile games in recent years, Mobile e-sports is also on the rise. According to a report, the market size of Mobile e-sports exceeded 5 billion in 2015 and will maintain a growth rate of more than 35% in the future. In other words, the market size of Mobile e-sports is likely to break through the 10 billion mark within 4 years. it can be foreseen that how to compete for this huge and emerging potential market, build a recyclable benign e-sports ecology, and continue to expand the scale will be the focus of the struggle among several Internet giants in the future. In Gao Li's words: "China is currently the second largest mobile game market in the world. Tencent has been ranked first in the global game market for more than a year. We think that the opportunity for mobile games in the Chinese market is very great. Our platform is also very large, and we are also willing to try many different types of games to give players a better experience. We are very optimistic about this market." Edit: vian