At the end of last month, 4399 launched another WeChat mini-game in the Hong Kong, Macau, Taiwan, and Southeast Asian markets. The game successfully entered Taiwan’s iOS game bestseller list, reaching a peak position of sixth.
Although this game bears the name 热血大作战, it is unrelated to the WeChat mini-game 热血大作战 released by 4399 a few months ago. In fact, its counterpart is 指尖无双.
With its distinctive artistic style and a hybrid gameplay combining "simulation + SLG," 指尖无双 broke into the top ten of the WeChat mini-game bestseller list back in April this year.
The mainland China success of 指尖无双 and its impressive overseas performance naturally spark curiosity: how did it stand out in the fiercely competitive mini-game market? And how did 4399 bring it to overseas audiences after proving its success domestically?
01.Differentiation & Lightening Are The Keys To Success
The game’s unique aesthetic design is a key factor in its differentiation. It adopts a retro artistic style reminiscent of the arcade and NES eras, enriched with trendy time-travel elements and the classic Three Kingdoms theme. This approach not only creates visual differentiation but also expands its appeal to a broader audience base through familiar themes.
In terms of gameplay, 指尖无双 combines simulation, card-based character development, and SLG elements. While this might seem complex, the overall design leans towards a casual and lightweight experience.
During the early and mid-game, the simulation mechanics—featuring a low operational threshold—and their integration with card-based gameplay provide players with a continuous and rewarding sense of progression.
A notable feature is its popular "loot box" system. Completing tasks or stages rewards players with chests containing various development resources, including high-star cards essential for upgrading characters. This significantly boosts the efficiency of early-game progression and amplifies the sense of achievement.
The SLG gameplay unlocks only after players pass 20 stages. However, 指尖无双 significantly reduces the intensity of conflict. Players, grouped in alliances, gather within a single city. Individual players cannot be attacked, and battles are restricted to a one-hour window at midday.
Once war is declared on a neighboring city, an assembly period begins, during which alliance members send troops to join the attack convoy and await results. This design minimizes the burden on players in terms of strategy and operation.
From the gameplay experience, it is clear that the game leverages the mature and stable social ecosystem of SLG game. After solidifying the simulation management and card-based systems in the early and mid-game, it uses alliance-based social features within the SLG framework to deepen player engagement and retention.
In simple terms, 指尖无双 combines card-based gameplay with simulation while transitioning to the SLG model in the late game. This achieves a seamless integration of three gameplay styles and, through lighter design elements, appeals to a broader player base.
Once proven in the domestic market, 4399 leveraged its mature overseas publishing expertise to bring the game to markets such as Hong Kong, Macau, Taiwan, and Southeast Asia.
02.The Marketing And Promotion In The Style of 4399
Earlier, we reported on another 4399 mini-game success, 射射英雄(Zombie.io), and the strategies employed there are evident in the launch of 热血大作战. For instance, 4399 placed significant emphasis on pre-registration marketing.
According to data from AppGrowing, the advertising push for 热血大作战 ramped up starting September 20, coinciding with the critical pre-registration phase.
However, similar to the restrained advertising volume seen with 射射英雄, 4399 avoided a high-risk, high-cost approach this time as well. The daily ad count mostly hovered between 400 and 600, with a small surge on the eve of the game’s launch—but even at its peak, it did not exceed 1,000 ads.
Regarding ad creatives, 热血大作战's retro aesthetic is a standout selling point. 4399 capitalized on this by emphasizing nostalgia. For instance, one creative mimicked the game selection screen of the NES era, both showcasing the art style and evoking fond memories among the target audience.
In a “developer interview” ad, the game was positioned as the passion project of a ’90s “Kunio-kun” series superfan, who developed it without regard for commercial returns. This narrative added an emotional dimension to the nostalgia, compelling users to support the game out of a shared love for the genre.
AppGrowing also observed a significant number of KOL (Key Opinion Leader) collaborations in the advertising campaign.
The relative success of 热血大作战 with moderate ad spending can largely be attributed to 4399's adeptness in KOL marketing on the branding front.
To build momentum for the game’s launch, the company collaborated with 12 KOLs from various fields—including gaming, lifestyle, and travel—on the eve of its release. 4399 further divided these KOLs into three factions, encouraging users to vote for their favorite KOL’s faction, thereby amplifying the game’s reach and engagement within fan communities.
On the day of the launch, the following day, as well as on the 1st and 2nd of the month, 4399 enlisted several KOLs for live streams. This approach, focusing on multi-field, long-term exposure, highlights the importance 4399 places on KOL marketing.
In addition to KOL collaborations, 4399 invited Hong Kong actor Danny Chan Kwok Kwan to serve as the game’s ambassador. For fans of classics such as Shaolin Soccer and Kung Fu Hustle, Chan is a highly recognizable and influential figure.
For this campaign, Chan was styled after his iconic role as the Axe Gang leader in Kung Fu Hustle. This portrayal not only evokes nostalgia but also aligns with the “lord” role played by users in the game and the alliance-based social mechanics emphasized in SLG gameplay.
Chan’s promotional videos focused on three themes: “nostalgia,” “casual gameplay,” and “rewards.” For example, one ad featured Chan in a retro arcade setting, discussing his preference for “old-school” games over modern designs while showcasing the game’s nostalgic aesthetic.
Another ad showed Chan leading his gang in the Axe Gang’s classic dance. Upon finding a member secretly playing 热血大作战, he angrily rebuked, “The game I endorse doesn’t require grinding!” before highlighting the game’s extensive reward system.
A third video depicted Chan lounging in a chair, dressed casually in a white tank top and slippers, sipping tea while playing 热血大作战, emphasizing the game’s relaxed, stress-free nature.
Collaborations with a wide range of KOLs ensured broad reach among younger demographics, enhancing the brand’s visibility, while Chan Kwok-Kwan’s ambassadorship added depth to the campaign.
This strategic approach to 热血大作战 closely mirrors the playbook used for 射射英雄 and 菇勇者传说（Legend of Mushroom）, showcasing a consistent and proven method for publishing games in Hong Kong, Macau, and Taiwan.
03.4399 Bets On "Mini Games" Once Again
In mainland China, 4399 was once synonymous with “mini-games,” albeit referring more to web-based games. However, with the rise of mobile gaming, 4399 struggled to adapt until the China's game license policy changes in 2018 spurred the era of game exports, creating new opportunities for the company.
In 2019, 4399 launched 기적의 검 in South Korea, addressing local players’ preferences with a rare vertical idle MMO. Leveraging celebrity endorsements by Korean actor So Ji-Sub and Russian model Angelina Danilova, 4399 elevated its brand prominence, successfully carving out a niche in South Korea’s MMO market.
The following year, the game entered the Japanese market and achieved similar success through distinctive localization strategies. That same year, 기적의 검 surpassed 1 billion yuan in revenue, continuing to generate over 160 million yuan last year.
Building on this success, 4399 accelerated its MMO exports with titles such as 热血神剑, 天姬变, and 秘境传说：神木遗迹（Dragon Hunters: Heroes Legend）, with the latter alone contributing over 500 million yuan in revenue last year.
During this period, 4399 also ventured into SLG and card-based genres. Notably, 文明与征服（Era of Conquest） rose to prominence at the end of 2021, reaching the top five on China’s iOS game bestseller list and disrupting the long-dominated SLG market. By the end of 2022, the game ranked seventh in overseas revenue growth on Sensor Tower, while 菇勇者传说 ranked twelfth.
In retrospect, however, it is 菇勇者传说 that has emerged as 4399's primary revenue driver. In the first half of this year alone, the game generated nearly $400 million in overseas revenue.
Over the past year or two, 4399 has noticeably intensified its focus on exporting mini-games. This year, the company’s actions suggest a renewed commitment to aligning itself with the mini-game segment.
Undoubtedly, the export of mini-games offers a new avenue for the industry. With the success of 菇勇者传说 bolstering its confidence, 4399's increased emphasis on the mini-game market is a logical move. As competition continues to heat up, it will be interesting to see what steps 4399 takes next.
