Last night, everyone watched the press conference of Bilibili Inc. 's game. I would like to ask, how much have you understood?

If you are more careful, you will find that the conference was filmed in pseudo-live mode, using pre-recorded material to achieve a lot of seamless transition and editing effects. This is the technical specification of "the most beautiful night of the Bilibili Party in 2019," which is known as "you don't have to see any other New year's Eve party after watching it." obviously, Bilibili Inc. 's game cares about his hand for the first time.

And you can know by simple calculation that the order of magnitude of these 11 new products is planned according to the strict and compact release rhythm, which is at least equivalent to the next Bilibili Inc. game's release line reserve for a whole year, which is converted into the actual strategy of Bilibili Inc. 's game. What does it represent?

Some people think that Bilibili Inc. 's game has returned to the two-dimensional direction. But specifically, these 11 new products, forced to count a JRPG route of the game, can be called two-dimensional only 6, just over half. The other half comes from mainframe, independent, national innovation, and more differentiated theme fields. What does it mean to choose a product like this at the launch of the first exposure of the main brand?

In the broadcast room of yesterday's press conference, the popularity increased from 1 million before the broadcast to a maximum of 6.5 million. The most active on-screen comment and the most enthusiastic discussion of the game were the scenes of "Shadow Torch City", "demon chopping" and "Soul Cage: fire". Is this in line with your impression of Bilibili Inc. 's game "Quadratic"?

Look at another set of data, Bilibili Inc. Q1 this year Q1 paid users increased by more than 50% month-on-month (8.8 million → 13.4 million), but the game revenue growth still maintained at about 30% month-on-month. Who will keep up with the changes of these users?

If you understand this press conference, then your understanding of Bilibili Inc. 's game should be refreshed.

Independent + big factory, mobile games + multi-platform, Bilibili Inc. is more than two-dimensional.

Briefly comb through the 11 new products of Bilibili Inc. game this press conference, many of which are already exposed products, such as KLab found Shengqu customized "gem fantasy: light return", before the titanium core network has been famous "Shadow Torch City".

However, at this press conference, the proportion of products exposed for the first time was not low, including "Kuroshio: deep Sea Awakening", "Terminal Front: Enobita", "Dream Walking", "Spirit Cage: fire" and "empty Box Man".

You know, Bilibili Inc. game has many products that have been exposed, not all of them boarded this conference. It can be said that their intention is very obvious, no matter how many products are in stock, what is displayed at this press conference is the track that Bilibili Inc. wants to lay out and is digging deeply.

I don't like to generalize Bilibili Inc. 's game with the concept of "quadratic". Through the positioning of the specific nature of each product, you can see the product logic behind it more clearly. I divided the new product release into four directions.

The first is the track with IP potential in the two-dimensional core products. For example, "Mobile War Ji: fusion", the previous generation of games of this product have also been released in Bilibili Inc., although after many years, users may have been diluted, but this kind of products with previous experience, compared with completely original products, it is easier to recall QR core users.

Core two-dimensional games can not avoid the development direction of IP, every step forward, even if it has failed, the accumulation it brings is irreplaceable. Now, successful two-dimensional games are entering the consideration period of upgrading, in which radical teams branch 4 or 5 products at one time, and some teams are still watching and trying. for Bilibili Inc. games, this is a direction that must be laid out.

The second track is a product that fills the market space above the middle waist. There are two ways to fill this part of the market space, one is to do different categories of play, the other is to do different themes.

For example, the wasteland, eschatology and science fiction themes of the fire in the past two years also appeared frequently at this conference, but the ways to play these products are barrage shooting, strategy development, RPG, and ARPG.

Correspondingly, new products with different themes also appeared at the press conference, such as "craftsmen, travelers", "Dream Walking" and "the Tree of a long time".

Although there has been some improvement in the past two years, the current secondary market is still an extreme market, with heavy emphasis on both ends and light in the middle, and the product division is uneven, which directly leads to the unsatisfactory differentiation claims of users. Bilibili Inc. game to do long-term ecological, will continue to dig the middle waist above the space, now see the product can not be all the hands of Bilibili Inc. game.

The third track is horizontal and vertical. Bilibili Inc. game and Xishanju cooperation has achieved good results, this time the traditional factory Shengqu, Changyou have joined, the Japanese KLab has also participated in in-depth customization, in addition to the animation industry art painting Kaitian also to their own number one IP to participate in the Bilibili Inc. game camp.

We are naturally familiar with this game, and its effectiveness can be guaranteed in the long run. The only worry may come from the inability to simply apply the ideas of traditional product development and distribution. However, as mentioned earlier, Bilibili Inc. has already had successful cases in the game, the road is open, what is needed is to go more smoothly.

The fourth is cross-platform high-quality stand-alone games, including independent game product lines. Needless to say about this track, Bilibili Inc. has specially held an independent game press conference before the game, and the degree of attention is indisputable. At the practical level, they have also tried a lot of products, whether it is "suspicious case pursuit", "delusional flaws", or, more lightly, "driving a train together" and so on.

This time, "Shadow Torch City" and "demon chopping" are also potential new products in my opinion. As mentioned at the beginning, the biggest impact to players at this conference is undoubtedly these two stand-alone games with good style, quality and originality. It can be seen that Bilibili Inc. game to do high-quality stand-alone, multi-platform release strategy, is not casually said.

Looking a little beyond the press conference, Bilibili Inc. actually has at least seven products that have long been stored in the game, such as "Alice of Heart guilt", "Dream Development Plan", "Sugar Pac Man: the final knockout stage" and so on. Can be divided into categories, summarized into the above several tracks.

So in my opinion, the product line of Bilibili Inc. 's game has been very open, and he is very ambitious. He wants to invigorate a sufficiently large market and do a deep core of second dimension, but at the same time, he has to be compatible with the diversified demands of the minority and the public. at the same time, it is also attracting partners at all levels to join the game. Out of this ambition, Bilibili Inc. games can not let go of the attention to any potential track.

Isn't it too fast to lay out so many tracks?

Bilibili Inc. 's origin is the second dimension, and the core income of Bilibili Inc. 's game is also the second dimension. The success of Princess Link in the first half of this year also proves that they have the ability to promote a variety of head two-dimensional products.

Well, for a listed company, it is naturally enough to concentrate resources on the easiest way to go, but Bilibili Inc. games have spent a lot of effort on independent games and high-quality stand-alone games this year. As we all know, it is rare for domestic stand-alone games to sell 100000 sets. Compared with the 10 million-level users of head mobile games, the cost performance and necessity are very small.

But Bilibili Inc. is not a game-dominated company, the main station is his foundation. Combined with Bilibili Inc. 's past development trajectory, it is easy to see that this is not a simple issue of income efficiency.

First of all, Bilibili Inc. 's circle is expanding at a high speed, and in this process, Bilibili Inc. games as the main business, it is impossible to target only one group to repeatedly consume the enthusiasm of users.

In recent years, Bilibili Inc. 's MAU has been growing at a year-on-year rate of more than 30 per cent every quarter, and even Q1 has increased by more than 30 per cent this year (130 million → 172 million). This is behind Bilibili Inc. 's strategy of rapidly recruiting new users and constantly expanding the user ecology with circle-layer convergence. For example, the exclusive rights of LOL events, Feng Timo, Vtuber, New year's Eve, Hou Lang, according to the current pace, Bilibili Inc. 's pace of expanding the circle will still be very big and fast.

Therefore, corresponding to the trend of rapid expansion, Bilibili Inc. 's demand for internal carding and content filling is also very high. However, this road Bilibili Inc. must take very carefully, otherwise the user ecology is easy to be disjointed. This cautious reaction in the product selection of Bilibili Inc. 's game has formed a trend that is obviously close to the current direction of Bilibili Inc. users.

And Bilibili Inc. 's overall user demand for game-related content is not only two-dimensional. Mainstream competitive games such as LOL, King eating Chicken; high-quality stand-alone games, such as wave after wave of craze in the stand-alone zone; many small volume games with unique style, such as some stand-alone games used by head anchors to create program effects; and high-quality domestic and foreign independent games that are popular at any time on Steam, are all the content that players naturally pursue.

Secondly, many people will think that Bilibili Inc. game is only two-dimensional, in fact, the reason is that Bilibili Inc. game users' two-dimensional demand has been met first. The so-called quadratic dimension is set up as the first phenomenal benchmark of Bilibili Inc. 's game, so its proportion will become higher and higher with the increase of entrants, but it does not mean that Bilibili Inc. users only like Quadric.

If you, like me, watched the live broadcast of this press conference of Bilibili Inc. 's game, you must be able to clearly feel the fierce discussion among users on "do you want so many two-dimensional games?"

Of course, voice users cannot represent the whole after all, so let's compare the booking quantity of these products exposed at the same time (as of writing, excluding those products that have been booked in advance), you will find that the three highest products at present are the adaptation of Guochuang IP into "Soul Cage: fire" (160000), and the completion of the Japanese idol theme work "Jewel Fantasy: resurgence of Light" (130000). And "craftsmen and travelers" (110000) with very fresh styles and different ways of playing.

And then detailed comparison, has always been considered by the industry as a small number of stand-alone games, there are also many users booked the first time. For example, "Shadow Torch City" already has 48000 reservations, in addition, "demon killing" has accumulated 480000 reservations due to its earlier exposure in Bilibili Inc..

In the future, these games are bound to bring greater differences in booking results due to different publicity angles and different resources, but now that we are all at the same starting line, the choices of users are not so separate. Players still look at sincerity, quality, and whether they agree with their tastes.

Bilibili Inc. game layout so many tracks, of course, is fast, but this fast-paced expansion, in the end or to catch up with Bilibili Inc. overall game user demand upgrade. His logic is based on the existing two-dimensional track to find products that can carry user increments and meet user needs, and at the same time, opportunities are more widely distributed to many games, big or small.

The standard of what games Bilibili Inc. does have to be reconsidered.

Bilibili Inc. game has given a strong signal of change, for the team that needs this flow pool bonus, then we have to reconsider the way to look at this circle. Specifically, there are several phenomena:

First, a batch of two-dimensional products a few years ago have ushered in a node of slowing growth. Although the upward trend has not stopped, it has tended to be in a dynamic balance, in other words, under a fixed mode, direction, and strategy, the number of users that can be reached is about to reach its peak.

Second, Bilibili Inc. has been excavating the differences of two-dimensional products from many angles, including the differences in play that traditional games attach importance to, as well as the differences in themes that have also been ignored. At the same time, they are also digging into unique categories other than the second dimension.

Third, counter-mainstream and innovative products are on the rise. The game is defined as the "princess link" of conventional cards, and the game system is a traditional simulation of the "Jiangnan Baijing map", which bluntly tells users that it is the "strongest snail" of the routine.

Almost all the causes of these phenomena can be attributed to the trend of rapid growth, change and differentiation of users. Bilibili Inc. faces not only the game circle, but also the 51 million users who are active in Bilibili Inc. every day, showing younger and diversified demands (Q1 financial report data).

To satisfy them, the first thing they need is a game that can catch up with the user's evolution, tone, play or experience, and only if a certain trait can catch up, will it be possible for him to share a piece of cake in this circle.

Secondly, we need products that can meet the regular content consumption of users. We know that the operation of two-dimensional games is no longer just the level of operating a game, and the relevant content must keep up with it. Not only the second dimension, Bilibili Inc. users on the mainframe games, independent games content consumption, also extremely fast, the resulting content gap is also obvious.

Finally, it is naturally a game that can break through the whole market, break through different circles and create a burst point. So you can see that Bilibili Inc. games are now also collecting a large number of products with unique style to excavate the rebound personalized demands shown by users under the oppression of template products.

In the future, Bilibili Inc. 's user pool will continue to expand, continuing to involve today's young people. The press conference of Bilibili Inc. game, in the most direct way, put more imagination space in the future in front of users, but also in front of the industry for everyone to choose from each other.

Users will cast their votes faster than we do and more keenly look for the next hot spot that will make them boil.