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Ohayoo is the brand new child on the block in Chinese games. The firm is a division of ByteDance, the proprietor of TikTook, and it has printed greater than 150 video games since 2019. Ohayoo’s video games have been downloaded greater than 500 million occasions, and eight video games have hit No. 1 on the Chinese free recreation obtain record.
That’s a fairly spectacular end in video games, and one which I wasn’t conscious of till just lately. Ohayoo isn’t identified effectively within the West as the corporate hasn’t targeted a lot on press up to now, mentioned Yufan Wang , head of world advertising and marketing and partnerships at Ohayoo, in an interview with GamesBeat. But it’s price figuring out as a result of Ohayoo helps informal and hypercasual recreation builders break into the Chinese market, which is the most important on the planet. And it has pure synergy with social media networks like TikTook.
“The mission is to enable creativity and happiness for the smaller game developers via publishing services that we provide,” Wang mentioned.
To elevate its profile and discover extra video games, the corporate just lately held its first Global Game Developer Competition, the place greater than 200 video games from 22 international locations have been submitted. The firm chosen 10 winners from amongst 125 small and indie recreation builders. The finalists are competing for a Final Four awards with a grand prize of $100,000 and a publishing contract for first place.
For the competition, Ohayoo convened a bunch of publishing consultants to pick the winners primarily based on gameplay, artwork model, artistic, and market potential. Six of the successful video games have been submitted by builders in Korea, with the highest 10 rounded out by video games from builders spanning Malaysia, Indonesia, Israel and France.
The winners included Circuroid (Malaysia, shooter), Cat Killer (France, ARPG), Theme Solitaire (Korea, solitaire puzzle + simulation), Crush the Block: Tap Tap Fly (Korea, side-scrolling + sliding tile), Hamster Village (Korea, simulation), Meow Jump: Boxcat (Korea, stacking block), Cargo Car (Israel, racing), Hunters of Tower (Korea, parkour+puzzle), Cute Balls (Indonesia, hypercasual), and Farmtory (Korea, simulation).
“We encouraged developers of all sizes and games in different stages,” Wang mentioned. “We opened the competition early this year and opened it to developers around the world. We weren’t expecting to get that many submissions.”
Ohayoo has had successes on the highest 10 lists in China for months at a time. In 2019, at one level, six out of the highest 10 video games on iOS in China have been Ohayoo-published video games. About 40 of the video games have been huge hits when it comes to monetization, Wang mentioned.
“Given that there are so many smaller developers and indie developers around the globe, we should help them to achieve the same level of success getting to the Chinese audience,” she mentioned. “There’s such tremendous growth in local market. And we see a lot of new innovative gameplay from outside of China. We are here to bridge the gap and provide both sides with value.”
Wang mentioned the corporate tries to serve builders effectively by sending them suggestions and information on video games shortly. Asked about whether or not Ohayoo is worried concerning the privateness modifications within the Identifier for Advertisers (IDFA) initiated by Apple, Wang mentioned the corporate remains to be watching that.
“We always wanted to be a platform to help lower the barrier for content creation and interactions for all people,” Wang mentioned. “We saw a lack of supply of casual games and great demand in the regional market. We saw hardcore games were dominant, but some people might not want to spend so much time and money. So we saw this as a great option.”
The workforce has a whole bunch of staff, with lots of them primarily based in Beijing. There are groups engaged on inside recreation improvement, however a lot of the assets are being devoted to the event of world video games.
“We provide value for global developers,” Wang mentioned. “We publish both in the Chinese market, bringing global developers into the market, and we have a small team exploring global publishing.”
While many recreation firms deal with paid advertisements to advertise cell video games, Ohayoo understands how key content material creators and opinion leaders will help with recreation distribution with short-form movies on platforms like TikTook, Wang mentioned.
“We have a pretty good team and constantly exploring this strend, and also a good marketing team that can push games in the market,” Wang mentioned.
One profitable Ohayoo recreation was Jade Master, the place gamers should guess whether or not a stone has quite a lot of jade in it. It’s straightforward to know and took off as a hypercasual recreation.
During the pandemic, one recreation referred to as Combat Hero did effectively in Japan for months, and it was an indication that persons are prepared to spend extra time with video games as a distraction from COVID-19 challenges, Wang mentioned. Combat Hero has turned out to be probably the most profitable Ohayoo recreation up to now. Another standard title is dubbed Killing the Virus (dubbed Virus War globally), which is standard for apparent causes.
“More people are willing to play games,” she mentioned. “They’re picking up the habit of playing games.”
The firm can also be beginning to take a look at extra midcore video games, that are hardcore in nature however might be performed briefly recreation classes.
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