Korean gamers, no matter their tastes or interests all share a common element: the need for pick up and play mobile gaming. They look for gameplay that offers a satisfying and rewarding experience that can be achieved in a matter of minutes. Daily commutes using public transportation may only last a few stops. Breaks at work may only be twenty minutes at most. It is within these short periods that gamers have to use their time wisely. No player wants to waste their limited time on an experience with little to no incentive to keep playing.
Sim and management games have always had a niche in the Korean market, but what separates the great successes from the merely average? Supercell’s Hay Day has seen great success globally, but has only manage to remain a top 50 grossing game. WeMade’s Everytown, however, has managed to make it to the top 20.
Both games offer rewarding gameplay in a short amount of time, so what makes one a bigger hit? In this post, we’ll be examining what separates a major success, from a mediocre one.
Overview of Games
|Release||November 14, 2013|
|Last Update||June 12, 2014|
|Google Play Installs:||50,000,000- 100,000,000|
|Top Grossing Rank (Google Play)||#39|
|Release||March 4, 2013|
|Last Update||June 23, 2014|
|Developer||WeMade Entertainment Co., LTD.|
|Google Play Installs:||1,000,000- 5,000,000|
|Top Grossing Rank (Google Play)||#4|
Hay Day’s gameplay is designed to be accessible and welcoming to all gamers, especially players belonging to a more casual audience. From the cartoonish, almost children’s storybook looking visuals, to the numerous tutorials at the beginning, the game tries to make the player feel as comfortable and stress free as possible as they ease into the game. The controls are simple and intuitive to use, making completing multiple objectives in a short amount of time easy and quick to do.
For each level gained, rewards are given to the player in the form of new tools, extra land to grow more crops, new areas to explore and other various enhancements. Almost every reward is immediately useful to the player, giving the game a constant feeling of momentum and progress. It is always possible to complete a task and receive some sort of reward from doing it, whether you spend five minutes or one hour playing.
Tasks in the game though, occur in real time. This means that there is a waiting period for each task to finish before the player can receive a reward or a finished item. These times can range from little over to a minute to over a day. Players have the option to use premium currency to speed up time and instantly complete the task if necessary, but the game never puts the player in a situation (outside the tutorial) where this is a requirement.
Hay Day capitalizes on social sharing by allowing players to visit each other’s’ farms to lend a helping hand or buy goods. Facebook and Google+ integration also allow players to include their real friends into the game.
Artistically speaking, Everytown is much more familiar to the Korean audience. Not only is it a more traditional anime style, but even the UI is more cluttered and complex than its foreign counterpart. This complexity is carried throughout the game play as well, requiring more work from the player in order to get the most out of the game.
Rather than starting out with a huge swath of land to farm, players to build their town from a small, square plot, to a bustling metropolis filled with restaurants, factories and farms, all of which need to be maintained. A significant amount of micromanagement and player interaction is necessary to keep towns lucrative and active.
For example, along with the normal activities of crop farming, buildings need to be cleaned in order to produce the best items. Once items are harvested or created, they can be combined with other items to produce something of more value.
NPCs give you tasks to complete for in game currency along with experience points to grow the size of your city, allowing you to make it more successful. Different characters can be unlocked who also come with their own unique items and abilities to earn more experience and opportunities to grow your town. Like Hay Day, certain actions take place in real time, also offering a way to speed up time through the use of premium currency.
Everytown features a heavier social emphasis than Hay Day by connecting with other friends and players through their respective Kakao accounts. Like Hay Day, players can visit each other’s towns and earn currency, complete jobs and sell their own items to other players. While being social is not required to succeed at the game, it is heavily encouraged as a fast way to earn currency. In the higher levels, maintaining a large town and having enough currency to expand your town further would be a difficult task without the extra points from other players.
Kakao integration is likely one of the major reasons why Everytown has seen more success than Hay Day. Kakao, by design, is a much easier and less intrusive way of engaging with friends, and is more ubiquitous in Korea than Facebook and Google+.
Hay Day features two kinds of currency in game, gold and diamonds with the gold acting as in game currency and diamonds acting as premium currency. A majority of items can be purchased with the in game currency, which is relatively easy to obtain as long as the player is willing to invest time completing tasks and selling in game items. However, since many of the activities take time to complete, the game’s option to use premium currency to speed up the time can be tempting to some players wanting to accomplish more in a shorter amount of time.
The major pay walls hit in waves particularly where storage is concerned. The players’ barn and silo can only store a finite amount of goods, and players can expect to feel the squeeze every five levels or so as they advance through the game. The items needed to expand the barn and silo storage are rare and can only be either discovered randomly, bought with premium currency, or be lucky enough to find them in the shops to buy from another user.
Prices for both the standard and premium currency range from reasonable to outrageous. A small helping of currency both standard and premium will cost you little more than 3,000 won. However for larger amounts of currency, players can be expected to pay over 100,000 won.
Everytown features three kinds of currency in game: hearts which you gain from other players and are used to buy items for your characters, gold which is used to buy items for your town, and seeds, the premium currency used to speed up real time events in the game. However, unlike Hay Day, you only have the option of purchasing premium currency. The prices for this currency range from a little over 1,000 won to almost 100,000 won. Players can also earn currency with incentivized downloads of other Kakao published games.
Perhaps most importantly, there is simply more to spend money on. Not only can you spend money to speed up your progress, but you can unlock new characters and purchase different upgrades as well, allowing for deeper customization of your town than you can find in Hay Day. Combined with Kakao integration, this is likely a big reason that Everytown has outpaced Hay Day.
Despite being in similar genres and sharing the same core gameplay, Everytown offers more depth and a more familiar environment than Hay Day. Both in terms of art and layout as well as the complexity of game play.
Though both games have social integration, Everytown has leveraged the might of Kakao to help push it forward, where Hay Day has used the less popular Facebook and Google+ platforms. Everytown also puts more emphasis on connecting and playing with friends, making it a more socially cooperative experience.