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The Secrets behind the Success of Gods and Dragons:

2013-07-18

According to incomplete statistics, there are roughly 300 game development teams at present throwing themselves into the field of mobile card games in China, which results in large batches of homogeneous products appearing in the mobile games market in a short time. Analysts point out that under such circumstances, only a few finest games can come to the top, for the market itself cannot carry so huge a volume of homogeneous products.

When facing this competitive and extremely homogeneous mobile card games market, Ni Xianle, CEO of FL Mobile, believes that the only way for a card game to stand out from hundreds of spotty products is to innovate continuously. And recently, the Chinese card game Gods and Dragons, jointly released and operated by FL Mobile and China Mobile Games and Entertainment Group Limited (NASDAQ: CMGE), has made some breakthroughs by equipping itself with many creative features never found in any mobile card games before, such as a combat system consisted of over 500 different kinds of pets in various shapes, and a unique PvP system. Mr. Ni says that he doesn’t think Gods and Dragons ‘becoming a big hit is accidental, but it has its own significant characteristics.

1. With State-of-the-Art Technology, a Game Itself Can Build Its Psychological Attraction for Players

When using their mobile devices, game players tend to play mobile casual games. By combining pet-raising simulations and match 3 PvP, Gods and Dragons present users with a brand new gaming experience. Differing from common tile matching games, Gods and Dragons has not only further advanced its gaming experience, but also added plenty of interesting features such as the talent system, pet-raising simulations and the professions system, making sure every player can enjoy an unprecedented gaming experience.

Gods and Dragons offer as many as 500 different kinds of pets in various shapes, all of which can interact with their owners fancifully. Apart from pets’ inherent talents, players can also give them more skills, improve their combat abilities, and do whatever combination and collocation they want. Plus, with its perfect pet-raising simulations system, players can turn the limited resources into endless changes.

It is reported that this game’s developer Red Infinity will collaborate on a series of events with WindSeeker Culture, a Beijing-based company responsible for designing the cards of World of Warcraft Trading Card Game. And in the future, WindSeeker Culture will cooperate with Gods and Dragons and design its tabletop game, extending the online fun offline and bringing out more new elements of it.

This national card game has positioned itself as the best leisure place for urban white collars relaxing themselves after work, and is also deemed by players as the world’s densest mobile game clustered with goddess-level beauties. Needless to say, once a place is full of beauties, there is always a chance for otaku geeks to strike back to win his true love. And undoubtedly, Gods and Dragons suit that kind of players perfectly.

2. The First Time for a Mobile Game to Hold a Press Conference Bubbled with the “Ultimate Entertainment”

It is undeniable that the press conference of Gods and Dragons is a great success. Just imagine this: several dozen senior executives of mobile game companies gathered there; several score media covered the event on various kinds of platforms; and at the same time there were several highlights of the events, including the pop duo Yu Quan’s on-site interaction, Kai-Fu Lee’s giving his congratulatory speech, and the entertainment stars’ presence in the event. The press conference of Gods and Dragons probably can be regarded as a tipping point, because it had immediately attracted extensive attention from media and game players, and made a great impact on the entertainment industry, the investment industry as well as the games industry. And all of these are totally according with the newest development direction in the online games industry, i.e. “pan-entertainment”.

3. The Publisher FL Mobile’s “Big Publishing, Big Marketing and Big Branding” Strategy

Developers should base their selection of material and formulation of game culture on in-depth researches of players’ preferences. And the prime determinant for a game to succeed is the development team’s technology and devotion. Besides, there is one thing often mentioned by people in this industry: a mobile game’s success is 30% quality and 70% operations.

And these are exactly the advantages FL Mobile has. As a global professional mobile games publisher and operator, by utilizing its global publishing leverage and worldwide channels, together with its experience of cooperating with other operators, FL Mobile has now successfully published and distributed many outstanding mobile games, such as《QQ御剑•飞流至尊版》, 《光辉之城》, 《黄金迷城》, 《小小勇者》, and《战火Online》.
 
Meanwhile, FL Mobile reveals that they have established their “Big Publishing, Big Marketing and Big Branding” strategy for this year. FL Mobile owns its all-platforms publishing business and has the ability to build a complete publishing supply chain with content publishers; that is “Big Publishing”. “Big Marketing” means adopting marketing strategies with the culture and entertainment marketing as their core content, which can secure their reaching for all media platforms. And “Big Branding” means possessing a clear brand image and brand positioning.

The reason why Gods and Dragons adopted this “ultimate entertainment” marketing strategy is mainly that FL Mobile has already got a very good insight into the characteristics of mobile games. There are huge quantities of mobile games players out there. And their user scales and age groups are both exceeding those of client games or web games. If at this moment, it is suggested that client games and web games should be more focusing on expanding their user bases; with a volume of one billion mobile users in China, it is fair enough to say that it is the mobile games that should be more focusing on expanding their user bases. Now that many users are beyond game media’s reach, it is time for mobile game products to employ the influence of some brands from other industries, which can help them in reaching for more potential players.

Some statistics show that, a Japanese match 3 game known as Puzzle & Dragons has accumulated over 14 million users to date, and grossed US $113 million in April. With such popularity, it has been catching the attention of many Chinese development teams, leading to a large amount of card games competing for the market. One of them is I AM MT, having a turnover of RMB ¥55 million (US $8.95 million). The other one is a mobile card game named Million Arthur operated by Shanda Games; according to its Q1 earnings, Million Arthur contributed most of the RMB ¥107 million (US $17.41 million) revenue of this company’s mobile business. It is believed that just these two figures can draw enough attention from the Chinese mobile game developers.

China is a country with scarce game brands. With some card games such as Puzzle & Dragons and I AM MT being so popular in this nation, it is not difficult to tell that they are partly benefiting from their brand images. And after all, whether from a perspective of the game itself or the operations and banding, behind the success of Gods and Dragons, these two important pushing masters should get the credit: FL Mobile and CMGE.

Gods and Dragons for iOS:
https://itunes.apple.com/cn/app/long-zhi-zhao-huan/id583823992?mt=8

Gods and Dragons for Android:
http://apk.cmge.com/upload/products/1613_longzhizhaohuan/DragonSummoneProxyActivity_360_2.apk


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