In the just-concluded Asian Games, the Chinese team achieved great success in esports with 4 gold and 1 bronze medals, making them the biggest winners in the esports events of the 2022 Hangzhou Asian Games. Carrying on this momentum and becoming a low-key winner on the global stage is "Neon Abyss: Infinite," developed by Yihaihuyu and published by Xindong Network.

On October 4th, "Neon Abyss: Infinite" quietly launched in China, Hong Kong, Macau, and Taiwan. It quickly rose to the top of the charts, claiming the first position in the overall rankings for Taiwan and securing the top spot in the adventure game category for both Hong Kong and Macau. As of the time of writing, the game's performance has remained stable.

(Note: The translation is based on the provided text. If you have specific questions or need additional information about "Neon Abyss: Infinite," please let me know.)

Looking at the performance of "Neon Abyss: Infinite" in the domestic market, since its launch at the end of November last year, the game has consistently ranked in the top 5 on the "Duyou" (TapTap) game ranking list. It has accumulated 6.84 million downloads and has an average rating of 7.5.

From its current comprehensive market performance, whether as a platform-adapted IP product or as a breakout player in China's Rogue track, "Neon Abyss: Infinite" is commendable. This makes us even more curious: What did "Neon Abyss: Infinite" get right? And how did it overcome the challenges of cross-platform porting?

Part 1: Authentic Art Style with Gameplay Tweaks

After in-depth experience, the author believes that "Neon Abyss: Infinite" has achieved the most critical aspect of platform-adapted products—it preserves the unique flavor of the original IP while offering players a differentiated experience.

To elaborate, as an IP adaptation and platform porting product, "Neon Abyss: Infinite" inherits several distinctive features of "Neon Abyss": pixel art style, cyberpunk aesthetic, side-scrolling shooting, Roguelike mechanics, and dungeon exploration.

These features provide players with an authentic "Neon Abyss" gaming experience. For example, at the beginning of the game, players encounter familiar elements such as the Black Hound bar and the neon-lit signs, creating an instant connection to the world of "Neon Abyss." The game features cyberpunk architecture, BOSS battles, weapon effects, along with a soundtrack that blends heavy metal and electronic music, as well as engaging NPC dialogues. All of these elements transport players back to the familiar world of "Neon Abyss."

Furthermore, while staying faithful to the original game, "Neon Abyss: Infinite" introduces new elements not found in the PC version. These include additional storylines, NPC dialogues, interactive scenes, and a feature that allows players to customize their base bar. Players have the freedom to personalize various elements of the bar, including items, stages, and backgrounds, according to their aesthetic preferences. Additionally, "Neon Abyss: Infinite" retains two highly popular characters from the original game's DLC and even designs unique skills for these characters. Some of these characters may require unlocking through in-game events or purchases.

In terms of gameplay, "Neon Abyss: Infinite" adapts and modifies the core framework of the PC version to better suit mobile devices.

One of the most significant additions is the inclusion of a multiplayer mode and exclusive multiplayer game rooms. This system allows up to four players to team up and take on monsters together, enhancing player interaction with features like carrying teammates. This cooperative gameplay aligns more with the preferences of mobile gamers and caters to Steam players who have been calling for a multiplayer mode. This move has attracted a significant number of players from various platforms and expanded the user base of the game.

On the operational level, "Neon Abyss: Infinite" has made several adjustments to provide a smoother touchscreen experience. The game has transitioned from the original PC platform's jump and dual joystick shooting control scheme to a more lightweight semi-automatic mode for mobile play. It has introduced features like automatic aiming, assisted aiming/aiming lines, and automatic shooting while jumping. The core control wheel now includes only shooting, jumping, throwing grenades, and sprinting. This design aligns with the control habits of FPS or MOBA players, significantly reducing the intensity of mobile gaming controls. As a result, players can focus more on enjoying the shooting action without feeling overwhelmed by complex controls.

Moreover, in the area of character HP representation, "Neon Abyss: Infinite" uses a health bar to display the character's health. It retains the vibrant and dazzling bullet effects from the original game, along with the ability to stack various character builds. However, in terms of character builds, "Neon Abyss: Infinite" has made some modifications to enhance the Rogue-like gaming experience. For example, it has reduced the time needed for players to develop their characters in a single session, lowered the difficulty of levels, introduced well-defined linear stages, and optimized the energy system and relic system.

Players who have experienced the original "Neon Abyss" may recall that creating a top-tier character build in the PC version required a significant amount of luck, often necessitating dozens of playthroughs to achieve a smooth build. However, for mobile gamers, this process can be off-putting. Therefore, "Neon Abyss: Infinite" has shortened the duration of each session and made adjustments to monster and boss difficulty, as well as increased the drop rate of high-quality builds. These changes help players achieve a powerful build more quickly, and it might only take 5 seconds from defeating a boss to becoming a boss. This allows both new and experienced players to enjoy a stronger peak gaming experience.

Additionally, unlike other highly randomized Rogue-like games, "Neon Abyss: Infinite" introduces linear mainline levels like the "Fitting Exercise" and challenging levels such as "Ragnarok," along with a linear upgrade path. The "Fitting Exercise" levels feature progressive difficulty, providing players with a stronger sense of purpose. In the "Ragnarok" levels, players need to purchase tickets to challenge a multitude of bosses in one go. Moreover, the linear upgrade path allows players to choose their own upgrade routes to enhance character abilities or unlock mini-games like claw machines, fishing, and dance battles. These design choices not only shorten the player's exploration process and feedback cycle but also provide more entertainment in a shorter amount of time.

As for the energy system and the relic system, "Neon Abyss: Infinite" offers an enhanced design for Rogue players who enjoy strategy.

Thanks to the energy system, players need to make choices between "Wisdom" and "Fury" energy types right from the start. Accumulating these two types of energy differs: players accumulate "Wisdom" energy by clearing levels without taking damage or by activating crystal devices, while they accumulate "Fury" energy when they take damage. When the energy is full, players can enter the temple to obtain items and qualify for challenges against Athena or Ares.

The relic system in the mobile game divides the original 400 relics from the PC game into two parts: some relics can be obtained by players in the game, while the others are placed in a relic card pool that players must draw from. In my opinion, this design has two advantages. Firstly, it makes the early game experience smoother and more controllable for players, preventing them from feeling overwhelmed by the sheer number of relics early on. Secondly, it provides a viable commercial path and a direction for updates and iterations for the game itself.

Regarding the monetization aspect, "Neon Abyss: Infinite" has a comprehensive in-app purchase system in place. This includes various resources required in the game, in-game currency (Neon Coins used for unlocking relics and game items), premium characters, and packages that can be unlocked with real money. In addition to these options, the game also offers a unique "Lifetime Membership" for players, which can be thought of as a permanent monthly subscription. Players who purchase this membership can enjoy ongoing benefits. Based on the spending patterns of players in the Greater China region, it appears that the most significant purchases are related to Neon Coins and the Lifetime Membership, indicating a positive reception of this design by players.

The decision to offer a lifetime membership rather than a monthly subscription in "Neon Abyss: Infinite" likely stems from several considerations. Firstly, the game's casual Rogue-like nature suggests that it leans more towards being a secondary game rather than a primary one. By offering a lifetime membership, the game can alleviate the pressure on players to log in regularly, catering to the gaming habits of a broader user base. Secondly, the game's pedigree as a spin-off from "Neon Abyss" already demonstrates its market appeal and replayability. Even if players take a break, the game's intrinsic charm and ongoing updates can entice them to return, making the lifetime membership a potentially more attractive option.

n summary, "Neon Abyss: Infinite" has succeeded in the global market due to several core factors. These include its unique and well-crafted monetization strategy, its deep and differentiated gameplay, and its commitment to faithfully recreating the original game experience. These elements reflect the understanding of global markets and players by a Chinese game developer. As of the time of writing, the game remains at the top of the charts in regions like Taiwan and Hong Kong, demonstrating its continued popularity and success.

Further investigation reveals that the development behind "Neon Abyss: Infinity" is carried out by Shenzhen Yihai Entertainment, a company founded in 2019. Under its umbrella, Yihai Entertainment has both the Sonar Studio and the Candlewood Network, a wholly-owned subsidiary. In addition to its gaming business, the company also operates Yihai Comics, a cultural and creative platform specializing in comics.

Yihai Entertainment has previously announced two self-developed Roguelike games, "Tower of Forging" and "Boundless Existence," both created by Sonar Studio. Currently, "Neon Abyss: Infinity" has dominated the solo game charts on TapTap for nearly a year and was voted as the player's choice for the most popular game of the year last year.

Another game, "Tower of Forging," differs from "Neon Abyss: Infinity" as it is a fast-paced and minimalist ARPG Roguelike. This game tightly integrates Tarot cards with the Rogue genre and introduces an open storyline system, aiming to collaborate with players in a creative way. It is currently in the pre-order stage and holds a rating of 9.3.

On the surface, while Yihai Entertainment may be a relatively new company, the backing companies behind it are quite influential. According to information from Qichacha, Yihai Entertainment is jointly owned by several companies, including Shenzhen Shangyou Network, Shengming Enterprise Management Consulting Co., Ltd., Chongqing Simplicity Network, Hainan Chuangqing Youwei Network, Tianjin Yihai Enterprise Management Consulting Center, and Chongqing Jinshida Communication Technology Co., Ltd.

Shenzhen Shangyou Network, established in 2007, has significant financial and research and development capabilities. It was primarily invested in by Guangdong Bu Bu Gao Group and had joint participation from Guangzhou NetEase. Shangyou Network has developed games like "Noah's Legend" and "Love Fight" for PC, as well as the mobile game "Golden Cudgel Online." Their substantial capital and development and publishing strengths are noteworthy. This company has subscribed 4 million RMB in funding to Yihai Entertainment.

Furthermore, Tianjin Yihai Enterprise Management Consulting Center, Shengming Enterprise Management Consulting Co., Ltd., and Chongqing Jinshida Communication Technology Co., Ltd. have each subscribed 6 million RMB, 5 million RMB, and 5 million RMB respectively to Yihai Entertainment. This demonstrates that Yihai Entertainment has a solid foundation for its development efforts.

As for Candlewood Network, it was established in 2020 and was responsible for the operation of "Neon Abyss: Infinity" in mainland China. Some of the products it has been associated with include the Chinese-style strategy mobile game "Unregretful China" and the second-dimensional turn-based mobile game "Xinyue Tongxing," which has garnered 400,000 pre-registrations on TapTap and holds a rating of 8.8.

It is reported that the Sonar Studio currently has a team of around 20 people. Based on their product development experience, they have significant expertise in the Rogue game category. These experiences have served as valuable assets in adapting "Neon Abyss: Infinity" to different platforms.

However, in terms of global distribution, Yihai Entertainment did not personally handle the distribution in the China, Hong Kong, and Taiwan market but instead entrusted this responsibility to XD Network.

Part 2: Interconnected Buzz, Online and Offline Promotion Ignite China, Hong Kong, and Taiwan

XD Network's global distribution capabilities are highly recognized. In the mobile gaming category, they have obtained the overseas distribution rights for phenomenal products such as "Shen Xian Dao," "Ragnarok M: Eternal Love," "Identity V," "Azur Lane," "Sausage Man," "Arknights," "Girls' Frontline," and have expanded them to markets including China, Hong Kong, Taiwan, Japan, South Korea, and Southeast Asia. In addition to this, XD Network has also been responsible for the distribution of several platform adaptation products like "Rimworld." Leveraging TapTap's influence and their own distribution experience, XD Network is creating growth opportunities for more platform adaptation products.

Zooming in on "Neon Abyss: Infinity," XD Network has conducted 1,152 advertising campaigns from the pre-registration stage onwards. These campaigns predominantly focus on in-game rewards, game combat scenarios, and weapon and item effects displays. These advertisements are complemented by intense background music, real-life streamers, or voiceovers with emoticons, presenting various aspects of the game's highlights.

Additionally, to cater to the preferences of players in China, Hong Kong, and Taiwan, XD Network employed diverse promotional tactics. During the pre-registration phase, they collaborated with the well-known rap group Jiuyi Yi in Taiwan and Malaysian rising DJ Amber Na to shoot the game's theme song music video. They also invited various renowned Key Opinion Leaders (KOLs) for live gameplay broadcasts. These strategies leveraged celebrity influence, real-time interactions, TikTok short videos, radio engagement, as well as gift packages and physical giveaways to entice players to register.

Offline, physical billboards for "Neon Abyss: Infinite" were placed in bustling shopping centers throughout Taiwan. Players were encouraged to take photos and upload them to Facebook for a chance to receive rebates.

Furthermore, in Ximending, led by a KOL with 330,000 followers in Taiwan, "Neon Abyss: Infinite" organized a parade of muscular men and a water balloon fight event. Everyone wore the iconic masks from "Neon Abyss," making it a highly attention-grabbing spectacle.

On the official launch day, HeartBeat Network released the game's theme song "來個轟轟" performed by the popular group "玖壹壹" (Nine One One). This song perfectly blended with the disco-style of the Black Dog Bar stage, seamlessly merging real-life and in-game scenes, showcasing numerous core highlights of the game, including battles, characters, and environments. Additionally, players who logged in on the day of the launch could obtain avatars of the three singers, attracting a large number of IP players and general users (fans and those drawn in by the theme song) to download the game. The MV for this theme song has already garnered 75,000 views on YouTube. This approach, as seen previously with "蚁族奇兵" (Ant Squad: Heroes), leverages catchy melodies and the influence of celebrities and KOLs, making it one of the most effective methods for initially gaining attention in the Taiwan market. 

However, the theme song was just the beginning. In the days following the launch, "霓虹深渊：无限" (Neon Abyss: Infinity) employed several KOLs to portray in-game characters for simultaneous promotion. Additionally, the game offered numerous bonus packages, top-up events, and limited-time missions on platforms like Facebook and Instagram to entice players to experience the game.

According to third-party data websites, "霓虹深渊：无限" (Neon Abyss: Infinity) focused its promotional efforts on Facebook, YouTube, and TikTok.

Facebook: This platform served as the primary arena for interacting with players, where the game released numerous bonus announcements and engaged in interactions.

YouTube: YouTube was used to showcase the game's features, gameplay, and real-time commentary, leveraging the influence of multiple Key Opinion Leaders (KOLs).

TikTok: Due to the game's inherent cyberpunk, humor, and casual attributes, combined with its theme song and gameplay, it became an excellent platform for users to create UGC content and for viral spreading. Using the #霓虹深渊无限# (Neon Abyss: Infinity) hashtag, related videos garnered a total of 97.2 million views.

With its multi-platform and multi-format promotional efforts, "霓虹深渊：无限" (Neon Abyss: Infinity) has maintained high levels of engagement since its launch for the past 5 days. However, due to its short time since release, revenue from in-game purchases cannot be accurately measured at this time. Nevertheless, considering its performance on TapTap in mainland China (it briefly entered the iOS top 12 best-selling chart), "霓虹深渊：无限" has demonstrated impressive commercial potential as an indie game.

Additionally, during its pay-to-play and online test periods in mainland China, the game achieved significant milestones such as over a million first-day installs, a 70% Day 2 retention rate, and a 40% Day 7 retention rate. From this perspective, the future performance of "霓虹深渊：无限" in the Greater China region is promising.

Part3：In conclusion

 Roguelike games have become a "solution" for Chinese game developers seeking growth opportunities and breakthroughs. With the rise of platform adaptation, inspired by successful cases like "Dead Cells," more companies are looking to adapt their games for cross-platform experiences.

However, for companies interested in platform adaptation, especially for Roguelike games, overcoming challenges related to adapting to new user behavior, payment models, localization, and effectively converting Steam players and casual gamers into mobile gamers is crucial. Without solving these core issues, solely relying on unique themes, creativity, and quality may not lead to success. "霓虹深渊：无限" may have provided valuable insights into solving these challenges, making it a noteworthy example for similar platform adaptation products seeking success in international markets.