Why were the 11th anniversary celebration rewards so stingy and the cultural and creative product series cancelled? (Part 2)

Why are the rewards so stingy this year, even though it's an anniversary celebration? Even for regular epic events, the tasks require players to play "King of Glory Chess," turning it into a mere billboard. Isn't that going too far? This is supposed to be the anniversary of King of Glory. What connection does it have with other games, even if they are different genres?

10th Anniversary Celebration: Milestone

The reason is quite real. Let's start with last year's 10th anniversary celebration. Ten is a very significant milestone; Honor of Kings reached its tenth year. It's a national game, its popularity remains undiminished, and it ranks among the top in annual revenue. While other mobile games are struggling, it's expanding into other game genres and even venturing into film, animation, talk shows, and social media—it seizes every opportunity that provides traffic. Starting with the 9th anniversary version, the official team has been actively promoting it with trailers, co-creation nights, and new character previews. Almost every version milestone has seen incredibly generous rewards, resulting in very high activity levels.

To ensure everyone remembers this day, not only do they need to retain new players, but they also need to attract returning veterans, aiming to break records and reach a peak activity level. Therefore, for the 10th anniversary celebration, they practically gave away a huge amount of points-based lucky draw tickets, and the limited-time point shop opened multiple times. Two rounds have already yielded a whopping 50 tickets, enough for 150 draws with a tripled probability during the Spring Festival – a significant and substantial reward that has left a lasting impression. The current complaints are the best evidence of this. If they don't revert to the original rules for the 11th anniversary celebration, wouldn't that be a waste of effort? Once people taste the sweetness, they become greedy, leading to widespread complaints. If they increase the rewards this year, next year will see a second wave of complaints. Therefore, in the 20th year, if Honor of Kings remains a stable player in the gaming world and doesn't completely disappear, retaining its massive user base, they will inevitably offer generous gifts.

The game items are real money.

Although in-game items and skins are intangible and seem insignificant, they actually involve a team behind the scenes designing them. From design drafts to modeling and special effects, reviewing members, and promotional methods, all these resources cost money. The issue might be due to the official reduction in rewards. Everyone says that Glory Crystals are incredibly expensive, and Lucky Draw tickets are already highly valuable. They're not usually given away, and veteran players never received this treatment. Later, with game reforms, rewards were allocated to monthly gift packs and events, including a new skin. Selling it in the store would have been incredibly profitable. A regular epic skin costs 888 points, and the Mystery Shop offers it for half price at 444 points, already resulting in some lost revenue. Now, with quarterly sales and the "skin rain" ending, the annual rewards are becoming increasingly abundant, gradually increasing the cost of use. It might really become unpopular, with players using it and then abandoning it.

Image source: Internet