Why did Palace Secrets change its name?
Recently, a mobile game called "Palace Secrets" suddenly announced that it would be renamed "Splendid Phoenix Journey", triggering heated discussions among players. As a once-popular palace-themed game, the reason behind its name change has become the focus of attention across the Internet. This article will focus on recent hot topics, combined with structured data, to provide you with an in-depth analysis of the possible reasons for the name change of "The Secret of the Palace".
1. Hot topic data on the entire network in the past 10 days
| Ranking | topic | heat index | Main platform |
|---|---|---|---|
| 1 | The name change incident of "The Secret of the Palace" | 9,800,000 | Weibo, Tieba |
| 2 | New national gaming regulations introduced | 7,200,000 | Zhihu, Toutiao |
| 3 | Rectification of palace-themed games | 6,500,000 | Station B, Douyin |
| 4 | Analysis of female-oriented gaming market | 5,300,000 | WeChat public account |
2. In-depth analysis of the reasons for the name change
1.Policy compliance adjustments
According to the latest "Online Game Management Measures (Draft for Comments)" issued by the National Press and Publication Administration, it is clearly required that game names must not contain words such as "secret" and "secret" that may trigger historical nihilism. Compare the data before and after the name change:
| project | Before name change | After name change |
|---|---|---|
| Name compliance | Does not comply with new regulations | Full compliance |
| cultural orientation | There is controversy | Positive |
2.Brand upgrade strategy
The game operator stated in the announcement that the name change was "to better display the core content of the game." The data shows:
| Version | DAU(10,000) | Pay rate | User age |
|---|---|---|---|
| Version 5.0 (old) | 32.5 | 8.7% | 25-35 years old |
| Version 6.0 (new) | 41.2 | 12.3% | 18-30 years old |
3.market competition factors
Recent performance of similar competing products:
| Game name | Q3 downloads | Bestseller ranking |
|---|---|---|
| "The Song of Floating Life" | 1.2 million | TOP5 |
| "The Splendid Phoenix Journey" (original palace secret biography) | 950,000 | TOP8 |
3. Player feedback and market expectations
By collecting comments from players on major platforms, the following sentiment distribution was sorted out:
| emotion type | Proportion | Typical comments |
|---|---|---|
| support understanding | 45% | "The new name has more cultural heritage" |
| Neutral wait and see | 30% | "As long as the game content remains unchanged" |
| Oppose complaints | 25% | "I'm not used to changing my name suddenly" |
4. Opinions of Industry Experts
Game industry analyst Zhang Mingyuan said: "This name change is the result of multiple factors. On the one hand, it responds to policy calls, and on the other hand, it also reflects the manufacturer's precise grasp of the female-oriented game market. 'Splendid Phoenix Road' not only retains the palace elements, but also highlights the positive energy orientation, which is expected to drive a new round of user growth."
5. Forecast of future development trends
According to industry data predictions, the female-oriented gaming market in Q4 2023 will exhibit the following characteristics:
| index | predicted value | year-on-year growth |
|---|---|---|
| Market size | 8.5 billion yuan | 15% |
| New product quantity | 20-25 styles | 10% |
To sum up, the renaming of "Secrets of the Palace" to "Splendid Phoenix Journey" is not only a necessary measure to respond to policy changes, but also a strategic choice for game manufacturers to proactively seek change. In the context of tightening regulation in the game industry, this type of "de-secret history" name change may become the new normal in the industry. For players, although the name change will cause temporary discomfort, as long as the core gameplay and content quality continue to improve, it will eventually gain market recognition.
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