With the end of the disclosure period, the tide of the game industry seems to have returned to the control of the major game manufacturers.

In this smoke-free war, every company is constantly promoting the business progress in the second half of the year, constantly pushing through the old and bringing forth the new, in order to seize the opportunity in the fierce market competition and maintain the vitality and competitiveness of the enterprise.

As a result, the launch of the new tour has become the focus of the major game manufacturers. In the short term, the launch of Xinyou affects the company's performance for a period of time in the future, and in the medium to long term, it can also determine its position and influence in the future market competition.

On September 21, women under the celadon game went online to the mobile game "Magic Card Young Girl Sakura: memory key", activating the childhood memories of countless post-80s and post-90s players.Under the basic situation of turning losses into profits in the first half of the year, we might as well take the opportunity of this new tour to further explore the value of celadon games.

1. Aimed at female players, Magic Xiaoying shows the long-term influence of IP

From the official launch of Magic Sakura Animation in 1998 to the current "Magic Card Girl Sakura: the key to memory", Magic Sakura has been with you for 25 years and has accumulated a huge fan base around the world, and its IP has strong commercial value and long-term vitality.

In terms of play, as a girl player authorized by the authentic animation of "Curo Magic: transparent Brand", "Magic Card Young Girl Sakura: memory key" features the Q version of Sakura online blind box, allowing players to immerse themselves in collection and development. In addition, the game also has a built-in AR system to provide a more realistic and vivid game experience.

In the restoration of the classic plot at the same time, the game also specially set up a collection of Kulo cards of the battle level, committed to allowing players to deeply experience the daily life of changeable girls. In addition, the game will update the card pool regularly, players can get Sakura and synthetic fragments through the card pool extraction blind box, and unlock more of Sakura's wear. Unique play settings can also enable players to get more game experience and fun.

Judging from the market response, "Magic Card Girl Sakura: memory key" has been widely supported and recognized by players after it was launched, and reached the top of the iOS free game download list.As of Sept. 26, the game was still at the top of TapTap's list of iOS game favorites.

It is also worth noting that"Magic Card Young Girl Sakura: the key to memory" series of blind boxes "Dream Journey" will also be available for limited time from September 29 to October 1.On the one hand, the sale of the blind box will provide a new growth point for the performance of celadon games, on the other hand, it can also bring more market exposure opportunities for the company and enhance the brand influence.

Celadon games, as a major manufacturer of mobile games in China, based on the successful experience of popular products such as "the strongest snail" and "do not think about the labyrinth", it is believed that the flowing performance of "Magic Card Young Girl Sakura: memory key" in the future may also bring us some surprises.

2. steady and steady, multiple game reserves lay the foundation for sustained growth.

Back to the development trend of the industry, with the normalization of the release of the game version number, the high-quality popular new games of the head manufacturers continue to launch, constantly driving the growth of the overall Chinese game market, and the industry is showing a rapid recovery trend. According to public data, a total of 698 domestic game version numbers and 58 imported game version numbers were issued from January to September this year, with a total of more than the total number of games issued in 2022.

In this environment, the product reserve of celadon games is accelerating the release of product value. With rich game reserves of different types and styles, the company can meet the diverse needs of players, improve user stickiness and loyalty, and lay a solid foundation for its growth.

For example, in June this yearCeladon games and middle-hand games jointly released "the New Chinese Paladin waving a Sword to ask for Love". After launch, it goes straight to iOS for free.No. 1 on the game list and 14 on the best-seller list..With the unique characteristics of card + RPG+SLG diversified play, it breaks through the "social deficiency" of traditional card games and achieves an income of about 68.3 million yuan in less than one month.

At the same time, the company is also preparing the H5 version of "the Legend of the New Fairy Swordsman" to better meet the needs of different equipment users and provide more release channels and promotion methods for the company's game reserve.

Ares virus 2As a modelSurvival action RPG mobile games，It adopts overlooking vision and unique ballpoint pen style.And recently got the version number.. It can be expected that, relying on the previous "Ares virus" score of 8.5 on TapTap and the good market foundation laid by many iOS App Store "editorial recommendations", it is believed that Ares virus 2 is expected to be quickly recognized by players after its launch.

In addition, celadon games are expected to be launched in the past two years, such as "time Travel Service", "Project: totem", "Blade Heart 2", "Knight Chong", "Super Cat Project" and so on.

3. Summary

It is not difficult to see that celadon games are starting a new product cycle, gradually reducing the dependence on a single product and further optimizing the income structure. High-quality IP long-term operation capacity and diversified game reserves give the company more performance resilience and flexibility.

For the future performance of celadon games, brokerage institutions also give a positive expectation. For example, China International Capital Corporation maintains an outperform industry rating and a target price of HK $7.00.There is still a lot of room for value upgrading corresponding to 12x7 times 2023 / 2024 Non-IFRS Pdebar E.