Three Kingdoms
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Documents about Three Kingdoms
What Is Marketing Intelligence?
Marketing intelligence is defined as the systematic collection and analysis of data related to marketing activities, enabling advertisers to benchmark competitors’ strategies and refine their own plans.
- Marketing intelligence provides an 80% competitive advantage by enabling real-time monitoring of industry dynamics and rapid strategy optimization.
- Creative intelligence identifies industry-specific trends, such as the prevalence of war imagery in 'Three Kingdoms' mobile games and the varying design priorities between large and small advertisers.
- Audience intelligence utilizes keyword-based reports from Facebook and Google to identify specific user segments, such as the tendency for puzzle games to skew toward female iOS users aged 25–34 in the U.S.
Financial Results for the First Half of the Fiscal Year Ending March 2021
Koei Tecmo achieved record-high financial performance during the first half of the fiscal year ending March 2021, characterized by a 39.7% increase in sales to ¥23.1 billion and a 145.6% surge in operating profit to ¥8.4 billion.
- Koei Tecmo achieved record-high H1 results for the fiscal year ending March 2021, with sales rising 39.7% to ¥23.1 billion and operating profit surging 145.6% to ¥8.4 billion.
- The company upwardly revised its full-year ordinary profit forecast to ¥25 billion, supported by strong digital momentum and high-margin royalty income.
- The licensed mobile title 'Romance of the Three Kingdoms Senryaku-ban' was a primary growth driver, maintaining a top-three sales ranking in China for seven consecutive months.
Chinese Mobile Games Market: 2019 vs. 2020
The Chinese mobile games market underwent significant shifts between Q2 2019 and Q2 2020, a period heavily influenced by the global COVID-19 pandemic.
- Tencent’s share of the Chinese iOS mobile game revenue market dropped by 10 percentage points, falling from 49.58% in Q2 2019 to 39.26% in Q2 2020, representing a quarterly revenue decrease of over $125 million.
- Lingxi Games emerged as a major market disruptor, growing its market share from 0.38% in Q2 2019 to 6.64% in Q2 2020, driven largely by the success of 'Romance of the Three Kingdoms – Strategic version'.
- The MMORPG subgenre, historically a staple of the Chinese market, saw its revenue share drop by over 8% to 23.5% in Q2 2020, a decline equivalent to nearly $108 million in quarterly revenue.
9 New Creative Tips for Video Game Ads
The article outlines nine creative strategies for video game advertising, emphasizing the dominance of video ads in 2020 where they comprised 90% of all game promotions.
- Video ads dominated the game advertising landscape in 2020, accounting for 90% of all promotional content.
- Psychological triggers and provocative language can drive rapid viral engagement, as seen with 'Find The Differences' achieving one million likes and 5.3k comments on Instagram in a single day.
- Playable ads are a high-value strategy that increases conversion rates and ROI by allowing users to experience gameplay mechanics prior to downloading the app.
Financial Results for the First Quarter of the Fiscal Year Ending March 2021
Koei Tecmo Holdings reported record-high financial performance for the first quarter of the fiscal year ending March 2021, characterized by significant growth in profitability despite a lack of major new title launches.
- Koei Tecmo achieved record-high Q1 fiscal 2021 performance with net sales of 11.36 billion yen (up 57.2% YoY) and operating profit of 4.38 billion yen (up 358.6% YoY).
- Profitability was driven by high-margin royalty income from the licensed title 'Romance of the Three Kingdoms Senryaku-ban' in China and strong back-catalogue sales of 'Nioh 2', which exceeded one million units.
- Overseas revenue grew significantly to 61.7% of total sales, up from 39.5% in the previous year, with Asia (excluding Japan) accounting for 40.6% of the total.
Top Mobile Games by Worldwide Revenue: May 2020
The mobile gaming industry experienced significant revenue growth in May 2020, driven by sustained player engagement during global pandemic-related lockdowns.
- PUBG Mobile was the top-grossing mobile game worldwide in May 2020, generating over $226 million in user spending and achieving 41% year-over-year growth.
- Honor of Kings ranked second globally with $204.5 million in revenue, marking a 42% year-over-year increase, with 95% of its earnings originating from China.
- Pokémon GO experienced its strongest revenue month since September 2019, earning $82.2 million in May 2020, a 45.5% increase year-over-year attributed to pandemic-related gameplay adjustments.
Financial Results for the Fiscal Year Ending March 2020
Koei Tecmo achieved record-breaking financial performance for the fiscal year ending March 2020, characterized by a 9.4% increase in net sales to ¥42.6 billion and a 16.6% rise in operating profit to ¥14.1 billion.
- Koei Tecmo achieved record financial performance for the fiscal year ending March 2020, with net sales rising 9.4% to ¥42.6 billion and operating profit increasing 16.6% to ¥14.1 billion.
- Growth was primarily driven by the Online/Mobile segment, fueled by royalty income from IP licensing titles such as 'Romance of the Three Kingdoms Senryaku-ban' in China.
- The console segment performed strongly due to the launch of 'Nioh 2' and a strategic shift toward digital distribution, which reached nearly 40% of total console unit sales.
Top Mobile Games by Worldwide Revenue: October 2019
The mobile gaming industry experienced significant revenue shifts in October 2019, characterized by the dominance of established titles and the rapid ascent of new market entrants.
- PUBG Mobile by Tencent was the highest-earning mobile game in October 2019, generating $153.9 million in worldwide revenue, a 7x increase compared to October 2018.
- Honor of Kings, also from Tencent, ranked second with $116.2 million in gross revenue, with 92% of its earnings originating from the Chinese market.
- Moon Active’s Coin Master entered the top 10 global revenue rankings for the first time in October 2019, generating $63.1 million.
East vs. West: Mobile Game Art Styles and Genres Across Markets
This analysis examines the divergence in mobile game art styles and visual genres across the United States, Japan, and China, utilizing feature-level data from the top 200 grossing iOS titles during the first quarter of 2019.
- In the US mobile market, realistic and cartoon art styles dominate, with realistic visuals prevailing in mid-core games and cartoon styles capturing the majority of the casual segment.
- The Japanese market is heavily dominated by manga-style art across almost all game categories, with the notable exception of sports and racing titles.
- China's mobile market shows a strong preference for fantasy settings, frequently leveraging local folklore, historical literature like 'Journey to the West', and the 'Romance of the Three Kingdoms' era.
Top 30 Chinese Mobile Games in Overseas Markets: April 2018
The April 2018 analysis of Chinese mobile games in overseas markets identifies the top 30 titles by revenue and download volume across the Apple App Store and Google Play.
- In April 2018, the SLG title 'Three Kingdoms M' (三国志M) surged from 25th to 7th place on the overseas revenue chart, driven by a significant increase in spending by South Korean players.
- Tencent’s 'PUBG Mobile' maintained its position as the most downloaded Chinese mobile game abroad in April 2018, ranking second globally across all non-Chinese markets.
- The top six games on the overseas revenue leaderboard remained unchanged from March 2018, with 'Lords Mobile' (王国纪元) continuing to hold the number one spot.
Chinese Myths in Mobile Games: Two Visual Themes to Look Out for
Chinese mobile gaming is heavily influenced by domestic folklore, mythology, and historical narratives, which serve as foundational elements for a significant portion of the market's top-performing titles.
- Approximately 37% of the top 100 mobile games in China utilize Chinese folklore, myths, or historical events as their core narrative setting.
- Modern settings are significantly less prevalent in the Chinese top 100, appearing in only 21% of the analyzed games.
- The novel 'Journey to the West' is a primary source for fantasy-oriented mobile games, often featuring characters like the Monkey King (Sun Wukong) in titles such as NetEase’s 'Fantasy Westward Journey'.
FTUE: Clash of Gods
Clash of Gods serves as a Westernized adaptation of the Chinese mobile title Papa Three Kingdoms.
- Clash of Gods is a Westernized adaptation of the Chinese mobile title Papa Three Kingdoms, replacing original aesthetic themes with Western and Egyptian mythology to target global markets.
- The game’s FTUE suffers from significant friction, including a confusing tutorial and an initial battle that results in an unexpected defeat for new players.
- The core gameplay mechanics—featuring card-based systems, complex formation management, and automated combat—are rooted in hardcore Chinese design philosophies that conflict with Western preferences for intuitive, streamlined onboarding.
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