On the night of July 27th, a heartbreaking game came to an end - the Chinese women's soccer team bid farewell to the group stage with a score of 2 to 8 against the Netherlands.
This result is saddening, and what is even more heartbreaking is a small sponsor behind our women's soccer team - a gaming company. They originally wanted to capitalize on the momentum during the Olympics to boost downloads and revenue, but failed to make much of a splash.
On July 20, the mobile game called Moore's Manor joined hands with the Chinese women's soccer team and became one of its sponsors. Immediately afterward, the official launch of the support MV Rainbow Clanging Roses. During this period, players were also able to earn Clanging Rose seeds in exchange for points and even exclusive soccer apparel and furniture.
Moore Manor, as a classic IP under Taomee.com, has a long history. Since its launch in 2008 as a web game, it has attracted nearly 50 million post-95 players. With simple gameplay featuring pet-raising, home decoration and dress-up, Moore Manor has accumulated a huge fan base in that era of no competition.
However, in 2014, with the decline of the page tour, Moore Manor project team disbanded, Taomee then delisted. Until this year, Taomee made a comeback, June 1, the original team R & D Moore Manor handheld game on-line, issued by the Thunder Games agent.
The new version of Moore's Manor has improved in visual effects and scene richness, and introduced mini games such as Connect and Bubble Dragon, which increase the game fun. The dress system is also quite bright, providing more than 500 pieces of clothing items and sets to meet the matching needs of players.
Due to the large number of young users, Moore Manor once became a hot topic among young people: "Do you play Moore Manor?" Within a week of its launch, the game topped several download lists and the microblogging hot searches.
But as the initial frenzy ended, the heat faded. Half a month after the launch, Moore Manor's downloads and revenues have declined sharply. Data show that in the first half of June, the average daily downloads on the iPhone side were more than 400,000, but by July 8, the average daily downloads were less than 30,000
Revenue also met its Waterloo. on June 3, revenue on the iPhone side was as high as CNY1.72 million, but then dropped sharply to just CNY52,000 on July 23rd. The situation on the Android platform is similar.
Faced with the plight of halving its revenue, Moore Manor had to take action. Following in the footsteps of the Olympics, it chose to cooperate with the Chinese women's soccer team across the border, hoping to use this combination of topicality and traffic to raise its profile.
The second reason for choosing to cooperate with the women's soccer team lies in the high degree of overlap of the fan base. The marketing person in charge of Amoy's Moore handball game project, Grain, said that the game's female users accounted for up to 60%, and the main user groups are young people aged 18-25, which is a high overlap with the fans of women's soccer. These groups have good network perception, high propagation power and strong social willingness. "Moore Manor can bring more young audiences for women's soccer, and with the user favorability and influence of women's soccer, Moore Manor will also enhance its brand awareness."
After the news of sponsoring the women's soccer team was announced, Moore Manor's revenue and downloads still showed a downward trend. Data shows that the download volume of iPhone dropped from 25,000 on the 20th to 15,000 on the 25th, and the income dropped from 104,000 yuan to 41,000 yuan. As of July 26th, the whole service "soccer bloom" series of activities has completed 76%.
Trying to get out of the doldrums on the heat of women's soccer, time is running out for the Moore Estate.
