导语
春节至今，《欢乐斗地主》已经在阿拉丁小游戏榜单上霸榜月余，其他棋牌小游戏是如何破局挤占头部的呢？
So far during the Spring Festival, Elysium Landlord has been on the Aladdin small game list for over the month. How do other small chess games end up in the head?
2020农历春节期间，棋牌小游戏抱团冲击国内App Store免费榜单和阿拉丁小游戏榜单，虽然热度随着春节假期的结束而有所下降，但棋牌类产品在阿拉丁小游戏榜单的头部占比仍然占据优势。
During the 2020 agricultural spring season, small game groups hit the national App Store toll-free list and the Aladdin list of games. Although heat declined with the end of spring holidays, card products still dominated the top of the Aladdin list.
总体来看，斗地主小游戏仍然是棋牌中的长青品类，“御三家”《欢乐斗地主》、《天天斗地主真人版》、《途游斗地主》都排进了上周阿拉丁小游戏周榜前十。同时在春节期间迎来爆发增长的《微乐斗地主》也排在了阿拉丁周榜的第9名。
On the whole, the game is still a brand-new game in the chess game, with "The Three Kings" in the title "Girl Landlord", "The Real Man" in the Heavenly Landlord, and "Travel Landlord" in the top ten of last week's Aladdin Games. And the "Micro Landlord" that has come to grow during the Spring Day is also in the ninth place on the Aladdin List.
除了斗地主小游戏的强势表现外，几款麻将类小游戏、地方性棋牌小游戏也间歇性的可以进入到阿拉丁小游戏榜单前十，周榜排名也可以达到较高的前30名。比如《指尖四川麻将》、《哥哥打大A》等。
In addition to the strong performance of the small game of the gladiator, a few small mahjong games, local chess games, can occasionally enter into the top 10 of the Aladdin small game list, and the top 30 on the weekly list. For example, " Sichuan mahjong ", " Big A ", and so on.
棋牌游戏契合小游戏平台属性 地方棋牌玩法可以作为破局方向
一名业内人士在采访中表示，相较APP棋牌而言，小游戏的优势很明显，小游戏不用下载且随点随玩，可以满足用户碎片时间的娱乐需求。但小游戏的用户粘性不高，而棋牌游戏的优势就是用户粘性高，很契合小游戏，融合度很高。 In an interview, an insider said that had a clear advantage over the APP board, and that small games did not have to download and play around to meet the entertainment needs of the user's debris time. But the user of small games was not sticky, while the advantage of board games was that users were sticky, compatible and integrated. 近年来棋牌游戏在小游戏中的占比渐多，对于棋牌游戏而言，用户画像年龄偏大，而春节期间用户群是庞大且不可忽视的，小游戏的社交属性其实可以让这部分群体更好的触达产品，而且基于微信、QQ等社交媒体的小游戏，可以更好的帮助熟人营销的传播。 In recent years, chess games have enjoyed a greater share of small games, with users drawings being older for board games, which are large and unmindable during spring seasons, where the social attributes of small games can actually make the groups better reach their products, and small games based on social media such as micro-mails and QQQs, which can better help people with marketing. 在棋牌市场当中，地方棋牌游戏一直以来深受玩家们的喜爱，原因在于其既具地方玩法特色，又接地气，且运营简单，无论在本地还是非本地都有一定的市场。业内人士也提供了地方棋牌的推广思路，无非从三个层面，第一，地推过程绝不能少；第二，在当地论坛发布关于地方棋牌游戏的资讯是重中之重；第三，扩大宣传面积，让更多的用户知道自己运营的棋牌游戏。 In the chess market, local chess games have always been popular among players because they are both local and local in nature, and they operate easily, with some markets, both local and non-local. industry also provides ideas for the promotion of local chess cards. First, the process must not be reduced; second, the dissemination of information about local chess games in local forums is of paramount importance; and, third, the expansion of the area of publicity to make more users aware of the chess games they operate. 创新是地方性棋牌小游戏的首要破局方式 这些头部产品值得学习 业内人士表示，小游戏平台上的棋牌游戏开发者要正常面对《欢乐斗地主》的霸主地位，这其实和所有渠道的现象是一样的，总是有头部产品。但是否有机遇，主要取决于这块用户流量蛋糕的容量有多大。其实目前市面上的棋牌游戏玩法及模块基本相同，同质化比较严重，破局方式还是需要创新。 According to industry, if a game developer on a small game platform is to normally face the dominant position of the Pleasant Landlord, which is in fact the same as all channels, there is always a head product. But whether there is an opportunity depends mainly on the capacity of the user-flow cake. 如何让用户产生新鲜感，如何做出差异化，依然是棋牌行业应该考虑的问题。多元化发展才是棋牌游戏未来发展的趋势。另外，棋牌游戏出海、棋牌+电竞等方式也是可以思考的方向。 How to make users feel new and different is still a matter for the chess industry to consider. Pluralization is the trend for future chess games. Also, chess games, chess + electric competitions, etc., can be considered. 回归到微信小游戏平台上，今日连续进入头部的地方性棋牌产品有《指尖四川麻将》、《微乐家乡麻将》以及《哥哥打大A》等。其中《指尖四川麻将》界面中提供给用户切换所在地的选项，每次换完所在地，主界面会更新为“XX麻将”，点击进去可以获取八种本地麻将和大众麻将玩法。 Back to the micro-trust game platform, local chess products that have entered the head on a continuous basis today are Pointy Sichuan mahjong, Micro-Hungry Home mahjong, and Big Brother A. Among these are the options offered to users in the Pointy Sichuan mahjong interface, which is updated to XX mahjong each time the location is changed. Click in to capture eight local mahjong and popular mahjong games. 例如选择了麻将玩法丰富的四川，就会出现“血战”、“血流”系列玩法以及“内江麻将”、“巴中麻将”等地方性玩法。但如果切换到麻将玩法并不丰富的辽宁，排在前列的就是“卡五星”、“北方推倒胡”等偏北方大众性玩法。这样按照地域进行玩法分流，让用户在一款产品中可以体验数十种麻将玩法，极大保障了用户的留存。 For example, in Sichuan, where mahjong is rich, a series of games like mahjong, bloodstream, and local games like mahjong and mahjong. If you switch to mahjong, mahjong is not rich, it is in the forefront of balkanic popular games like mahjong and mahjong. 《微乐家乡麻将》基于地图选择进行了深入的创新，玩家不仅可以选择省份，甚至可以精确到地级市。选好了所在地，主界面上除了流行的斗地主和麻将玩法，还会提供另外一个“微乐XX麻将”小游戏的跳转。比如跳转到《微乐四川麻将》，便会提供11个地级市的麻将玩法选择。 The mahjong at Miao Lei has made an in-depth innovation based on map selection, which allows players to choose not only the province, but even the local municipality. In addition to the popular game of mahjong and mahjong, the main interface has been selected. 《哥哥打大A》来源于内蒙古地区传统棋牌玩法“打大A”，四人对局可根据手中红A进行组队，牌组灵活多变，最终成绩按照出完所有牌的先后顺序进行排名。游戏的创新之处在于美术方面跟市面的上的棋牌产品产生了差异，背景、人物进行了“蒙古草原”化处理，对局配音也采用了剽悍的内蒙古口音，搭配可以兑换实物奖励的大奖赛机制，保证了用户留存。 Big Brother A is derived from the traditional game of "Big A" in Inner Mongolia, where four members of the Board can form teams based on the red A in their hands, with a flexible team, with final grades ranked in the order in which all cards are given. The innovation of the game is that there is a difference between fine arts and the marketed card products, the background, characters have been treated with the "Moroccan Savannah" and strong intra-Mongolian accents have been used for the tone of the board, coupled with a large award mechanism that allows for the exchange of in-kind rewards, which ensures that users are retained. 用激励机制留住用户 进而为其他地方性棋牌小游戏导流 uses incentives to retain users and thus to guide other local chess games 为小游戏加入激励是目前所有小游戏产品的常态，占据霸主地位的《欢乐斗地主》也可以通过分享、观看广告和签到获得欢乐豆和记牌器等道具。与此不同的是，其他棋牌小游戏比如《途游斗地主》、《指尖四川麻将》更加入了现实话费进行激励，用可以对等真金白银的话费作为奖品，对很多用户来说比虚拟资产更有吸引力。 Incentives to add to small games are the norm for all small game products today, and Happy Landowners, who dominate the game, can also be used to share, watch advertisements, and sign up for objects such as peas and sign-ups. In contrast, other small chess games, such as "Travel Landers ", " Pointy Sichuan Mabel ", are more incentivized than virtual assets, and are more attractive to many users by using words that can be compared to real silver. 去年是多个棋牌小游戏纷纷上线实物奖品激励的阶段，除了话费和京东卡，还有金条、日用品等实体商品作为激励，很多游戏也设计了“金条赛”、“大奖赛”的通道。例如在去年下半年异军突起的《狐狸斗地主》，通过设置巨额奖金池作为激励，快速发生了用户裂变。 Last year was a stage in the incentive for a number of small chess games to go online, and in addition to phone calls and Kyoto Toka, there were real goods such as gold bars and Japanese goods as incentives. Many games also designed the “gold bars” and “big prizes” corridors. “大奖赛”需要玩家支付一定的游戏币作为门票，最终排名靠前有机会争夺实体奖品。但或是由于如此激励成本太高，或是玩家获奖难度太大，在去年下半年时多数产品已经剔除了这个模式。 The Grand Prix requires a player to pay a certain amount of game money as a ticket, and eventually has an opportunity to compete for real prizes. But either because the incentive costs are too high, or because it is too difficult for the player to win the prize, most of the products were removed in the second half of last year. 在业内人士看来，用户体验是任何游戏成功的关键，尤其是棋牌游戏，丰富的奖励机制是提高用户留存和消费数据的有效手段之一。为了获得激励兑换凭证“福卡”、“福券”等，用户会主动观看激励广告，而为了积攒这些凭证换取奖品，用户会坚持上线和进行对局，对于游戏的留存也有积极作用。 In the view of the industry, user experience is the key to any game’s success, especially board games, and a rich incentive mechanism is one of the effective means of increasing users’ retention and consumption data. In order to obtain incentive vouchers, such as Foca, a voucher, etc., users are willing to watch incentive advertising, while in order to build up these vouchers in exchange for prizes, users are committed to online and matchboarding, and they are active in the retention of the game. 关于如何留住棋牌游戏用户，业内人士给了三个建议，第一，明确用户的核心需求；第二，要有合理的UI界面和交互让玩家赏心悦目；第三，满足用户初期的心里满足。 offers three suggestions on how to retain the game users, first, to identify the core needs of the user; secondly, to have a reasonable UI interface and interaction to please the player; and thirdly, to satisfy the user's initial heart satisfaction. 除了添加激励机制外，棋牌小游戏本身的导流属性也值得关注。除了为一些商业合作互换流量的小游戏导流，综合性的棋牌小游戏，比如《微乐家乡麻将》就可以通过更改地区所在在主界面跳转到地方性棋牌小游戏当中，通过一款综合性产品为地方性产品导流，地方性产品中同样有回归综合性产品的通道。 In addition to adding incentives, the conductive properties of the chess game itself are also of interest. In addition to small games that exchange flows for commercial cooperation, integrated chess games, such as mahjong mahjong, can jump to local board games by changing the area’s location at the main interface, as well as through a comprehensive product that guides local products, where there are also pathways to return to integrated products. 免费建房机制成棋牌小游戏标配 在此基础上进阶版亲友圈玩法出现 正如上文业内人士在采访中提到的，棋牌小游戏本身同质化属性较高，相同玩法的产品层出不穷。这也决定了一款棋牌小游戏除了玩法上的优化设计，更需要找到其他吸引用户并留住用户的点。与《欢乐斗地主》推出的2V2好友快速组队相比，能够容纳更多亲友进行棋牌开黑的方式成为了破局方向。 As mentioned in an interview with the industry above, chess games have high homogeneity properties in themselves, and the same playable products have flourished. This also determines that a board game, in addition to playing an optimal design, needs to find other points that attract and retain users. 前几年棋牌类手游产品上出现了房卡概念，用户可以建房间邀请亲友共同游戏，但是需要购买房卡进行开房，房卡的收入也是那个阶段棋牌游戏厂商的重要收入来源。但随着玩家消费观念的改变，包括一些政策的导向，房卡模式逐渐被淘汰了，目前棋牌游戏也基本都开放了免费建房的机制，但在用户记忆中房卡收费模式依然根深蒂固。 In previous years, the concept of a house card had emerged on chess handy products, where users could build rooms to invite their relatives and friends to play together, but needed to buy a house card to open the house, whose income was also an important source of income for the players at that stage. But, with changes in players’ consumption perceptions, including some policy orientations, the housing card model has gradually been phased out, and the chess game is now largely open to free house-building mechanisms, but the housing card billing pattern remains entrenched in the user’s memory. 所以在此基础上，游戏如何重点宣传免费建房亲友开黑，无疑会成为留住用户的好手段。打开阿拉丁小游戏榜单头部的产品，除了《欢乐斗地主》之外都会在最显眼的入口处标明“免费建房”与“亲友开黑”，提供社交平台跳转快速组队和输入房间号开黑的模式已经成为棋牌小游戏的标配。 So, on this basis, how the game focuses on blacking out free home builders and friends will undoubtedly be a good way to retain users. Opening the top of the Aladdin small game list will mark “free house building” and “friends and friends blacking” at the most visible entrances, with the social platform jumping the fast team and the model of blacking the room number becoming a match for a chess game. 在一款麻将类棋牌小游戏上，更可以看到好友开房的进阶版玩法“亲友圈”，在基础的好友建房模式中，用户需要点击微信、QQ上的分享页面或者输入房间号进入。而加入了某个用户的亲友圈之后，不再需要这些操作，进入游戏可以直接跳转到亲友圈进行游戏。 On a mahjong board game, one can see more of a step-by-step "family circle" for friends to open a house, where users need to click on a micro-mail, a shared page on QQ or enter a room number in a basic friend-building mode. After joining a user's family-to-friend circle, these operations are no longer needed, and the entry game can jump directly into a family-to-friend circle for play. 另外由于麻将类玩法相比斗地主玩法更加复杂且具有地方性特色，在一些规则上不同的用户有不同的需求，游戏官方无法做到全部满足。这时候用户就可以通过亲友圈内的规则自定，进行定制化设计玩法，且最多牌桌可以创建到20个，满足了用户对于规则多样性的要求。20桌的容纳空间，也基本满足了单个用户的亲友覆盖面，相当于给到用户在游戏内经营亲友“棋牌室”的渠道。 Also, since mahjong-like games are more complex and local in nature than field players, there are rules in which different users have different needs that the game officials cannot fully satisfy. At this point, users can customize their games through rules in a family circle, customizing them, and creating up to 20 tables to meet user requirements for diversity of rules. 激励广告收入仍是商业化重头 内购方面出现了新的会员机制 "Strong" incentives for advertising revenue are still the top of commercialization, and new membership mechanisms have emerged for internal purchases. 业内人士表示棋牌类小游戏的商业化设计目前并没有一套确定了的行业逻辑，总体上来看激励广告收入仍然是重头。小游戏短平快的特点，棋牌玩法的低门槛也决定了绝大部分用户最看重游戏提供给其游玩棋牌的平台，而不是重视付费获得的更优越体验。激励广告通常会设计在结算奖励翻倍、签到奖励翻倍和免费抽奖中，除了游戏币也会提供一些游戏内装饰道具、对局道具作为激励。 The 内购方面，目前头部棋牌小游戏几乎都采用激励广告和内购的复合商业设计。内购方面当然只针对安卓端，对于对局需要的欢乐豆、金豆等游戏币和购买道具所需要的钻石提供内购渠道，本身钻石作为二级代币还可以兑换游戏币。 In the case of internal purchases, almost all head card games now use complex commercial designs that encourage advertising and internal purchases. In the case of internal purchases, of course, only Anders End is targeted, providing internal procurement channels for games such as ceremonial beans, gold beans, and diamonds needed to buy props. Diamonds themselves, as second-tier tokens, can also exchange game coins. 但相比棋牌手游的内购设计要更加轻度，手游中需要付费解锁的牌桌形象、头像框、气泡等装饰品，都可以在小游戏中看广告免费抽取。而手游中真正的付费大项，带有特定技能的游戏人物、人物装扮等道具还没有加入到小游戏中。 But the in-sourcing design is lighter than the in-showing of chess cards. Decoratives such as table images, head frames, bubbles, etc., that require a fee to unlock, can be taken free of charge in small games. 在没有额外内购商品加入的情况下，游戏币补充购买成为最大的需求，目前《指尖四川麻将》围绕游戏豆购买，推出了为期7天的SVIP会员订阅服务，《哥哥打大A》提供30元每月的黄金特权月卡。 In the absence of additional in-house purchases, supplementary purchases of game coins have become the greatest demand, and the current SVIP membership subscription service of seven days'duration has been introduced around the purchase of play bean in Pointy Sichuan mahjong, with Big Brother A providing a 30-dollar monthly gold privilege monthly card. 《指尖四川麻将》周卡付费12元一次性获得10万游戏豆，随后的7天每天可获得5000游戏豆补充，对局加成提升20%，签到奖励也翻倍，这相对于直接购买游戏豆是更划算的，而且额外附加的福利和特权也更吸引人，由此可见小额特权内购制或许是棋牌小游戏未来的内购方向。 This is more cost-effective than direct purchase of a game bean, and the additional additional benefits and privileges are more attractive, as can be seen from the fact that small-bond in-house purchasing may be the future direction for small-plate games.
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