Honor of Kings tops the global mobile game revenue charts again: How can MOBA games beat card games? (Part 2)

Is it really that easy for old mobile games to be eliminated by the market? Moreover, a game that has been operating for more than ten years cannot be replaced by novelty in a short time. Nostalgia and déjà vu are already the biggest selling points. It is more difficult than imagined to take away players and revenue from Honor of Kings. The game has not only not declined, but its revenue has continued to grow. The question is, how did it do that?

The answer isn't complicated. Simply ask your teammates why they're still playing Honor of Kings and why they don't delete the game. Most of them will say that they occasionally play a few rounds to kill time, while waiting for the bus, before boarding a plane, when friends are late, or when they're taking a vacation. Besides short videos, Honor of Kings is another option. A game lasts about 20 to 30 minutes, and during the agonizing wait, it keeps you company.

The social connections within the game are an integral part of daily life.

Moreover, it has been a social habit for many years. Classmates, colleagues, and friends, even during the Spring Festival, often get together to play games and have fun, which helps everyone quickly find common topics. It's always better than awkward conversations. It's also one of the ways to add friends, get phone numbers, and meet potential partners. A simple "So you play King of Glory too? Want to add me on WeChat and team up?" can easily extend the time spent together online and gradually win someone's heart.

Social media integration is the hurdle that new games can't overcome. For players of Honor of Kings, it's not that they're greedy for how new the game is, but that everyone around them is playing it. It's like a social media platform that they can't leave. What's more, the official team hasn't been complacent or relied on its past successes. Over the years, they've continuously optimized and adjusted the content, including skin collaborations, new heroes, themes and styles, game systems, entertainment modes, and esports events. Even if you delete the game, its presence will still be felt on social media.

Cross-industry collaborations, expansion into the international market, and continuous attraction of young people—previously, there were concerns about political sensitivity and parental complaints. Now, by leveraging various IPs such as movies, Japanese anime, and animation, a boring competitive game has been transformed into a highly engaging entertainment ecosystem. This has been a start, and after several years of building a user base, while there are risks, the return on investment is at least higher than the cost, which is better than new games that invest heavily in development but fail to survive and end up losing money.

Image source: Internet