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扫码加钉群 十万创业者 与你为伴

古早音游《节奏大师》回归,腾讯此举目的明

腾讯今年明显加快了“断舍离”的速度,这些不赚钱、

对于如今的腾讯来说,重生《节奏大师》显然是个不错的选择。

自今年以来,腾讯方面已经关停了一大批产品/服务,其中甚至不乏已运营多年的知名游戏和一众备受用户好评的服务。据不完全统计,截至10月,腾讯已有数十款产品或应用下线。据七麦数据的统计显示,仅游戏就有包括《QQ连连看》、《新轩辕传奇》等二十余款下架,而运营了17年之久的《QQ堂》,和众多QQ空间小游戏也都成为了历史。

不难发现,腾讯今年明显加快了“断舍离”的速度,这些不赚钱、早已过时的非核心业务,以及收购而来的边缘项目,在腾讯以及整个互联网行业“降本增效”的趋势下,也成为了被率先放弃的存在。

然而就在相继关停诸多产品的同时,腾讯近期却重启了音乐手游《节奏大师》。据官方发布的公告显示,为了迎接《节奏大师》回归,将于近期开展一次小规模技术性删档测试,以验证新的底层架构兼容稳定性、并进行优化调整。但此前在2021年2月,《节奏大师》就曾发布了暂停运营公告,但与大多数停运后再无“生机”的产品不同,这款音乐手游的“复活卡”似乎并没等多久。

然而作为一款早在2012年7月就已上线的游戏,《节奏大师》的确能称得上是初代手游用户的入门级产品,以及国内市场的第一音乐手游。遥想当年,在智能手机刚刚普及时,性能与屏幕还不足够支持《王者荣耀》这类游戏,彼时《水果忍者》、《愤怒的小鸟》等休闲游戏也一度成为“装机必备”,《节奏大师》也正是出现在这一时期。

就连很少给旗下游戏产品“代言”的腾讯公司董事会主席兼首席执行官马化腾,当年也曾频繁的在社交平台晒出《节奏大师》的游戏截图,并表示自己“终于有一款稍擅长的社交手游了”。可见,当时《节奏大师》有多么风靡。

在玩法上,《节奏大师》是一款经典的下落式音游,其在传统敲击音符的基础上加入了滑动操作方式。并且在这款游戏上架初期,腾讯方面便请了不少华语歌手为其打广告,而借助丰富的华语流行曲库,更是赢得了诸多非音游玩家的青睐。此外为了满足硬核玩家的高阶需求,《节奏大师》还移植了《R2beat:音速觉醒》与《EZ2DJ》相关曲目。

这些也奠定了《节奏大师》成为当年国民手游的基础,但与《水果忍者》、《小鳄鱼爱洗澡》等休闲游戏逐一陨落的原因类似,随着智能手机的发展以及更多类型手游的涌现,当初通行的“免费下载+内购/广告”模式,再加上无法超出游戏类型做出更多创新,使得它们大多被玩家抛诸脑后。随后取而代之的,则是竞技性、游戏性和互动性更强的MOBA类手游。

如今在外界看来,《节奏大师》一年前的暂停运营如果是为了“节流”,那么腾讯目前选择重启它的原因,或许并非简单的“优化调整完毕”。

事实上,音乐手游一直是主流游戏榜单中不可或缺的一部分,此前在《节奏大师》暂停运营后,不少用户转向了《喵斯开跑》等同类游戏。根据后者发行商心动网络公布的2021年财报显示,其付费游戏收入同比增长42%,主要是得益于《喵斯快跑》的稳健表现。而作为TapTap热卖榜的常客,其版本更新时甚至有时能冲上iOS游戏付费榜的TOP10。

不难发现,音乐手游本就是一个很好“赚钱”的类型。再加上对于腾讯而言,恰好也拥有做音乐游戏的最大底气,那就是TME所持有的大量音乐版权与新歌首发权,无论编曲、写谱,还是研发成本相比其他公司显然都要低很多。

实际上,在《节奏大师》2021年停运前,腾讯还为其加入了类街机的玩法和闯关模式,并加入了体力系统、金币商店、好友、排行等元素,以拓展其社交属性和变现渠道。

但此前的诸多操作也在一定程度上破坏了音乐游戏的根本,使得其玩家整体付费意愿并不算高,这或许也正是腾讯当时选择放弃《节奏大师》的原因之一。

但如今的重启,也说明“不够赚钱”的《节奏大师》,仍是腾讯现阶段“弃之可惜”的存在。站在腾讯的角度来看,显然确实是需要一款低成本、高回报,且无需从零开始的IP,已改变目前“生命力”正在逐步下滑的现状。

在不久前腾讯方面发布的2022年第三季度财报中显示,其营收为1401亿元、同比下滑2%,净利润399.4亿元、同比增长1%。其中本土市场游戏营收为312亿元、同比下跌7%,而对于下滑的原因,腾讯方面认为在于行业过渡性的挑战,从而使得付费用户减少。

简单来说,目前腾讯游戏业务倚重的《王者荣耀》、《和平精英》等产品的收入减少,同时又受制于新游戏迟迟难以上线,再加上《原神》等热门游戏的紧逼下,即便强大如腾讯,也抵挡不住整个行业不太景气的态势。

面对游戏业务的“中年危机”,腾讯方面或许确实需要一些新鲜血液来激活。因此在此次财报电话会中腾讯方面承认,游戏业务仍是市场关注的重点,并且其游戏业务未来也将迎来新的增长点。

所以这样来看重启《节奏大师》的逻辑,或许就是腾讯想要在游戏业务上继续寻求增量,但与其将希望寄托在预期还不明朗的新产品上,不如押注此前曾大火IP、再回忆杀来先“赚点小钱”。