Since 2015, the H5 game market has entered the high-speed track. H5 games have greatly improved in terms of quantity and quality, and the retention rate of H5 games has gradually stabilized. Among them, role-playing games perform better than other games of the same quality.

On December 13, 2016, the annual H5 mobile game masterpiece "The Endless Territory" developed by the Beijing Brothers Alliance launched the first small-scale deletion test. The performance data on the first test on the day of the first test was excellent, and the retention rate on the next day reached 33%, which was basically comparable to native RPG mobile games. The three-day retention rate reached 27%, the payment rate reached 8.7%, the ARPPU value on the first day reached 128, and the subsequent ARPPU value continued to increase. During the test period, the ARPPU average value reached 164, setting a new record high in the H5 game industry data.

H5 games retention increased to 15.07%, and RPG games ranked first

The overall next-day retention rate of H5 games in Q4 2015 was 13.29%. The highest annual revenue reached 15.07%, and the overall next-day retention rate was relatively stable, among which the next-day retention rate of players with role-playing games was the highest, reaching 18.46%.

The Endless Territory of the Brutal Era-HTML5 game average next day

"The Endless Territory of the Wild" is a role-playing game that hits the "feelings" of most players. The combination of excellent game quality and high-quality IPs has an amazing absorption capacity. The next-day retention rate of 33% is comparable to that of native mobile games, far higher than other RPG H5 games of the same type. High retention brings high payment rates and high turnover that far exceeds the industry standards!

H5 games tend to be heavy and boutique, and boutique games can better retain users

With the maturity of engine technology and the accelerated evolution of mobile phone hardware, developers' investment costs for H5 games have increased, and H5 games have tended to be heavy and boutique development directions.

High-quality game screen performance of "The Endless Territory of the Wild"

As the final masterpiece of the 2016 H5 game, the game screen design of "The Endless Territory of the Wasteland" is simple and fresh, with strong color contrast, and the combat picture is gorgeous, novel and expressive. It uses a lot of special effects such as rotation, lens adjustment, dynamic, semi-transparent, and atomization to express the game. The unique pursuit combo gameplay, six major professions of heroes, rich gameplay, and long-term general cultivation methods ensure the sustainability of the game content. Excellent game quality undoubtedly improves user stickiness and sets a new high in H5 game industry data.

H5 game payment rate continues to grow, and high-quality games can stimulate user consumption

The average payment rate of H5 games in Q1 2016 reached 2.23%, and increased to 2.58% in Q3. On the one hand, it is because of the increasing maturity of game quality and game commercialization model. On the other hand, Alipay and WeChatThird-party payment systems are faster, and the threshold for users to pay for the first time is not high, so users’ payment habits are gradually developing.

"The Endless Territory of the Wild Chronicle"-2015Q4-2016Q3 quarterly H5 game payment growth

In the small-scale payment test, "The Endless Territory of the Wild" has shown a payment rate of 8.7%. The strength of high-quality H5 games in data performance is self-evident. On the one hand, the cultivation line and game life cycle are longer, and on the other hand, the sense of substitution and game experience are more in line with the needs of players. On the other hand, the increasing ARPPU value also affirms players' recognition of high-quality games, and the data difference between H5 games and native mobile games is narrowing.