Uncovering the gray industrial chain behind the glory of the king: a fair battle between generations

the super IP of "Arena of Valor" has stimulated the development of many industries, including live streaming, e-sports, and surrounding industries, and Daida, which is in a grey area, has also got a piece of the pie.

original title: how did Arena of Valor "practice"? The game generation opens the grey industry chain

the grey area industry also gets a piece of the pie

where there are people, there are rivers and lakes, especially in the game world.

the interests of Arena of Valor, a mobile game with more than 200 million registered users and more than A-share shareholders, have been divided into several rivers and lakes. "Arena of Valor" concept stock Evergrande has risen more than 9% for three consecutive trading days since June 15, and the market capitalization has increased by 1.26 billion yuan. "Arena of Valor" anchor Hai's annual salary has been more than 10 million yuan; the game auxiliary handle sells well; the daily income of selling the skin of the game hero Zhao Yun is 150 million yuan; the monthly running water of the game in the first quarter is 3 billion yuan.

the super IP of "Arena of Valor" has stimulated the development of many industries, including live broadcasting, e-sports, and surrounding areas, and "fed" a large number of people. But in these can be put on the surface of the "Arena of Valor" surrounding industries, Daida this industry in the grey area also got a piece of the pie. Although the game's operation team recently issued a "statement on purifying the Game Environment," explicitly targeting daidai behavior, according to a member of Arena of Valor's daidai studio, the monthly revenue of his studio reached "tens of thousands of yuan."

after searching for keywords such as" Arena of Valor "and" Daidai "on Taobao, we get 54 pages of search results. Most of these stores sell for 1 yuan or 2 yuan, but these list prices are not the prices for each generation. As the price of each order is different, if the commodity price is marked as 1 yuan / piece, after the customer service quotation, the buyer will take the corresponding number of pieces according to the commodity price, such as 120 yuan on behalf of 120 pieces. In many stores, the highest-selling products have nearly 45000 sales. On the Apple App Store AppStore, there are also several APP that provide "Arena of Valor" service. According to the reporter's understanding, the number of people seeking substitute service has spanned many age groups, among which there are more students and middle-aged office workers.

"the world's first 5V5 Hero Fair play" has gradually become "the war between fighting and fighting".

strong > exuberant demand / strong >

"you are too old to play games for young people, but you can see the rankings even if you enter the game." A marketing director of a foreign company told the reporter that he could not stand the repeated recommendations of his subordinates, he downloaded "Arena of Valor," but because of his limited level, the winning rate was very low, and because of the loss of face at the bottom of the ranking, he found a substitute.

"Arena of Valor" can log in through QQ account or Wechat account. After logging in, you can invite contacts in QQ or Wechat address book to fight with you. At the same time, you can rank players according to their winning rate and number of games in "Arena of Valor". To some extent, it has evolved into a new way of socializing. "I found Taobao to buy the largest number of people, spent a few hundred yuan, on the platinum Rank, no matter how high is not true." The marketing director of a foreign company said that the cost of finding Daida is valuable, because with the opening of the "Arena of Valor" account, recent topics with subordinates and customers have also been protected. "I occasionally play by myself, but generally I don't play with people. After all, the level is limited. It's still important to understand."

according to a member of Daidai Studio, in addition to the reason of "for the sake of face", there are also customers who seek daidai for other reasons. "Arena of Valor has many players. If you start from the low Rank, you will inevitably encounter a lot of beginner teammates. If you have played games like DOTA or LOL, you certainly do not want to play with novices, but would rather spend some money to hit a higher Rank and then play." The member said.

in addition, some players will find a substitute when they advance to the key game. "it seems that we will meet stronger opponents when we advance to the key games, and we will also take this kind of job. In a single game like this, the fee is cheaper than raising the Rank, "according to the member. Because this type of substitution is cheaper, it attracts a lot of students. The member said that there are even a certain number of primary school students to ask for dozen, "on Taobao can only use Alipay, some children do not have Alipay, but WeChat red packet has a lot of money, so we also support Wechat." According to a report, 25.7% of users are under the age of 19.

strong > mature market / strong >

"is also to earn some living expenses." Zhang Yi (a pseudonym) is a college student at Ningbo University of Technology. At present, he and several classmates have set up a Daida studio. According to Zhang Yi, she is a senior player of "League of Legends", so she started playing "Arena of Valor" very quickly. after a team victory, some game friends sent her a message saying she was willing to pay to play two more games with her. Zhang Yi added the other party's Wechat. The other side immediately sent a red packet of 20 yuan. "I never thought that I could make money even if I played a good game." after that, Zhang Yi found in Taobao that the market of "Arena of Valor" had developed to a very mature stage. "A lot of daigou teams have opened stores on Taobao, and there are some APP that specialize in 'Arena of Valor', on which I took the order."

because you need to share with the platform to receive orders through APP, Zhang Yi currently opens an account on Weibo that provides Didai service and publishes her contact information. Through this, some customers find Zhang Yi to seek Dai Dai, but the number is much less than before. At present, Zhang Yi has brought together several students of the same high level to do the substitute service. "We usually collect five orders to do it together, and the winning rate of gang up will be higher according to the previous routine."

any link and achievement in Arena of Valor can be found: ranking, achievement, gold coin, copy, bounty league, matching net victory, hero proficiency, and so on. At present, many professional fighting agents are "gang fighting", with five people ganging up stably, highly skilled and closely coordinated.

Zhejiang you cauliflower Network Technology Co., Ltd. has launched a sparring service, which is different from Daidai, in which high-level players lead ordinary players to play the game and charge a certain fee. Wang Jin, head of the company's mobile games department, told reporters that there are retired professional players among the high-level players currently working with the company. "e-sports 's career is very short, and the reaction speed may decline after the age of 20. And most people are not very clear about their career planning. It turns out that many of them have become anchors on the live broadcast platform, but the anchors are not necessarily suitable for everyone. Some just play for others to continue their careers. "

but the income of mobile games is not high. According to a generation of working studio members, the price of mobile games will be much lower than that of end-to-end games. Taking the iOS end of "Arena of Valor" as an example, the fees for playing "Bronze 3-Gold 3", "Gold 3-Platinum 3", "Platinum 3-Diamond 3" and "Diamond 3" are about 70 yuan, 120 yuan, 170 yuan and 425 yuan, respectively. The price of Android is slightly lower than 20 yuan per set. According to Wang Pei, there is now an Android simulator that can play "Arena of Valor" on PC, which is more convenient than mobile, and "plug-ins that have seen useful automatic locking or automatic dodge skills" can be used on Android.

in addition, the studio withdraws about 30% of the fees earned from Daiba, about 5% from Daiba platform, and the remaining 65% goes to goons. "the pricing standard is to maintain an income of more than NT $10 an hour, a game and a star for 20 to 30 minutes, a period of 3 to 5 stars, 10 hours a day, and a monthly income of NT $3,000 to NT $4,000, maintaining daily basic expenses. There are lower-priced stores online, but you also have to squeeze them to take over. You probably think about what kind of income it is to take over. " A member of the Daida studio revealed to the Economic Observer.

strong > / strong >

/ strong >

"Daidai should not be recognized officially," Wang Jin told reporters. "We had thought about doing this business before, but the parent company had plans for IPO. At present, the company's legal affairs are strict in the management of business norms, so we have not carried out this business."

at the same time, Tencent officials are cracking down on daidai. The aforementioned daidai studio member told reporters, "there is a 1% chance that Tencent will close the name for three days, and after three days, it will be sealed for one year." "Daidai will seriously damage the game ecology, like the previous" Watchman Vanguard ", Daidai obviously damaged the game environment." Wang Pei talked about.

the operation team of" Arena of Valor "issued a statement on June 13 to purify the game environment, saying that the government will launch a special crackdown on behaviors such as playing games that should enjoy fairness and experience. When a reporter from the Economic Observer further verified the punishment mechanism for fighting behavior to the official team of "Arena of Valor", the official operation team of "Arena of Valor" declined to say: "the proposed topic project team does not disclose and respond to the outside world at present. Public relations colleagues have no plans for this area in the near future. "

there is no clear line between generation play and game development. A person in the game industry told reporters that Daida, as a by-industry generated by the game, has promoted the development of the game to a certain extent, completely stifling Daida may lose some consumer users. "if you crack down too hard, the first loss of some people, the second loss of some people, if you let some people hit slowly from bronze and silver, he would rather not play."

in addition, game operators cannot perfectly define substitution behavior. "what is the standard of substitute fighting? A winning streak of MVP? Not necessarily. Whose trumpet could it be? IP testing? Not necessarily, ah, many players in foreign countries will use agents to play games. " The above-mentioned industry insiders said that the definition is very costly. In addition to the regular use of plug-ins, plug-ins, and scripts, the behavior of other manual hitters is the same as that of normal players. Every player has a good time and a bad time, unless the baton takes the initiative to show his identity. otherwise, it is difficult to rely on the data alone, and to build a perfect verification system requires a lot of manpower, material and financial investment. Game operators are difficult to control, leading to the existence of the market.

compared with the substitute in the gray area, the sparring service, which is analogous to private teaching in the gym, has begun to have more and more markets. "our Masters training camp was launched in May and the response is good so far." Wang Jin told reporters, "you cauliflower recruited some high-level players through some brokerage companies, including those who retired, and after signing contracts with the company, they were trained to play games with ordinary players." How to develop, how to move, how to dress, how to install the inscription will have the corresponding guidance, just like a personal trainer. "

although the market for daidai is still large, many daidai studios are transforming to sparring partners. Wang Jin revealed that the cost of sparring companions will be higher than that of batons, and goons need to reserve the numbers of different Rank, because Arena of Valor cannot be ranked across segments, so they need different Rank numbers to serve different customers. It is much more difficult to practice as a companion, not only to lead clients to win games, but also to keep teaching. "at present, what we are pursuing is the increase of the market volume. Under normal circumstances, the gross profit margin of the sparring service can be between 20% and 40%." He said.

Edit: mary