Both set foot in the friendship time and IgG of the “women’s Day” Game track. After a brief rise on the “women’s Day”, the stock price continued to fall into a downturn.
On March 9, the share price of friendship time fell 5.83% to HK $1.13; IgG fell 0.95% to HK $4.17.
In the view of the industry, the women’s game market has been relatively mature at present. Mobile game is a place to compete. The competition pattern tends to be stable, forming a situation in which paper folding and Tencent occupy the first echelon, and other manufacturers divide up the remaining market share. Up to now, listed companies such as friendship time and IgG have gradually increased their investment, and major manufacturers such as Tencent, Netease and Perfect World Co.Ltd(002624) games have also successively ended their layout.
some companies increase women’s income to games
Female oriented games refer to games that focus on the preferences of female users, and the themes are more concentrated on games with little male users, such as b-women (referring to love games), dressing, leisure and so on. Among them, the second female game is an important type in which women account for more than 30% of the track, which also determines that the competitive changes of the second female game directly reflect the competitive pattern of Chinese women in the game market.
In December 2017, the folding game company launched its self-developed second daughter game “love and producer”. Due to the complete blank of the Chinese market, the water flow exceeded 100 million yuan for five consecutive months after its launch, and its success began to attract the end layout of Chinese game companies, large and small. In 2018, Netease and Perfect World Co.Ltd(002624) released the second female game “meet the cold against the current” and “dream set swan” respectively, and Yoozoo Interactive Co.Ltd(002174) ‘s “all the way to the moon” was also tested. In 2019, folding paper struck while the iron was hot and launched the women’s dressing game shining warm, which exceeded 300 million yuan in the first month, which continued to prove the commercial value of women’s dressing in the game and successfully stood firm in this track.
After that, there was a blowout in the number of women’s games. According to the reporter’s incomplete sorting, more than 20 women’s games were released from 2019 to 2020. The game company friendship time also landed in the Hong Kong stock market in 2019, becoming “the first share of women to the game”.
The 2020 financial report of friendship time shows that the revenue during the period is about 2.182 billion yuan, an increase of 29.2% over 2019; The adjusted net profit was about 543 million, an increase of 13.4% over 2019. The increase of the company’s net income in 2020 mainly comes from the introduction and increase of the company’s net income in 2020.
IgG, a Hong Kong listed game company, also launched a mobile game “time Princess” for women in China in 2021, and announced in its interim financial report that it would increase its investment in the global marketing and promotion of “time Princess”.
Tencent overtakes
The huge growth space for women to the game has led to the end of Tencent, a big manufacturer. Since then, the position of “women first” has become loose.
According to the running list of various games in February 2022, the reporter found that in addition to Tencent’s second daughter game “love of light and night” surpassing the laminated “love and producer” and “shining warmth”, the games of MIHA tour and Netease still rank behind. According to public data, in February, “love of light and night” not only reached the top, but also ranked fourth in the IOS best seller list, second only to “glory of the king”, “peace elite” and “original God”.
“I’ll obviously feel that there are more consumption patterns set by folding paper on love and producer. Tencent may really put pressure on folding paper, and both sides invest a lot in buying.” Second female gamer Zhao Xiu told the reporter of Securities Daily.
“In the field of women to games, folding paper may be a difficult hurdle for Netease MIHA tour, but it is not for Tencent. The ability to get customers has always been Tencent’s biggest advantage. If Tencent uses its front-end traffic to push potential products, it may push the products into the next pop.” Zhang Yi, CEO and chief analyst of AI media consulting, told the reporter of Securities Daily.
Overall, the overweight investment of listed companies and Internet manufacturers makes the competitive environment faced by folding paper very different from that in 2018.
Previously, the person in charge of paper folding told the Securities Daily that although the industry defines paper folding as a female game company, the company does not want to be limited to this scope. “We are in a content track and will explore in different directions and game categories.”
It is worth mentioning that according to the data previously released by the glory of the king, female users account for more than 50%. If defined according to the proportion, “glory of the king” also needs to be summarized into the category of women to games. From the perspective of this market growth space in the future, Zhang Long believes that women will become more and more popular in games.
