A New Unicorn Company in Microsoft Store Overseas Area: Miracle Games

Experience a good game, find Miracle Games store

Recently, Miracle Games ushered in a new milestone in the company's history. This company, which has been established for six years and is committed to Microsoft ecology, has a total global user volume of more than 84.25 million and annual revenue of more than 100 million yuan.

Benefit from the global ecosystem of Microsoft Store under Win10, miracle Games has launched a number of global popular game products, which have been promoted in hundreds of countries and regions around the world, such as Rise of Kingdoms, Rise and Conflict, Vampire Empire, Clash of Empire, etc.


On June 29, 2021, Microsoft China and Miracle Games held the" Guangdong Games Going Abroad Conference" jointly in the form of online live broadcast. Industry personages were surprised that so many game companies would choose Microsoft Store as a channel to open up the international market for their own products.

At the conference, Jimmy, Ouyang Kai, CEO of Miracle Games, gave a deep explanation on the situation of Microsoft Store, the advantages of Microsoft Azure, and the development in future. The following is a record of the meeting:

[Miracle games helps developers make a profit in Microsoft ecosystem]
Since Microsoft launched win10 system on July 29, 2015, Microsoft has built a unified platform ecology of windows all over the world. On April 28, 2021, Microsoft announced there were 1.3 billion active devices running Win10 system in more than 200 countries and regions around the world. Win 10, as the world's three major operating systems, the world's largest desktop operating system, all Win10 active devices have Microsoft Store. At present, more than 80% of the active devices are PC users, and win10 is also moving towards a major milestone of 1.5 billion. We sincerely invite domestic developers to join Microsoft global ecosystem.

As one of Microsoft's important partners in global ecology, MG is the only game publisher in China that focuses on Microsoft Store. Since 2014, we have been deeply studying Microsoft ecology for seven years, and we have been committed to promoting the popularization of Microsoft ecology in the Chinese market.

At present, the total global users of MG have exceeded 84.25 million, the daily active users have exceeded 4.2 million, and the annual revenue has exceeded 100 million yuan.  More than 70% of Microsoft Store developers in the world choose to cooperate with MG At the same time, Mg SDK is currently the most used SDK in win10 field in the world, including game center, social sharing, promotion, Microsoft PowerBI, Microsoft cognitive services and other functions. It helps to improve and solve the problems existing in Microsoft ecology, and combines with Microsoft's functions and services to provide one-stop solutions for developers around the world.  At present, we have cooperated with more than 3388 products, especially the games released by MG, which occupy 20 seats in the top 50 of the global game list of Microsoft app store, covering more than 190 countries and regions in the world, helping developers to make a profit in the global ecology of Microsoft.

[How many people use Microsoft Store]
According to the latest data synchronized by Microsoft to MG, there are more than 310 million active devices running win10 Games monthly.  At the end of last year, the number of visitors to Microsoft Store was 170 million, of which 35.5 million were monthly visitors to game pages. From June to September last year, the number of visitors to Microsoft's App Store increased by 32% year on year. In December last year, the number of monthly views of all Win10 games pages exceeded 155 million, and the number of downloads from them was 19 million, with a conversion rate of 12%. The number of downloads ranked by country was the United States, China, India, Brazil, the United Kingdom, France, Germany and so on, with European and American users as the main users.

Microsoft will pay more attention to game developers this year, especially from August 1 this year, the share of game developers in Microsoft Store will be reduced from 30% to 12%, and more measures will be introduced to encourage game developers to enter Microsoft Store.

[Attributes of Microsoft Store Users]
It's a common problem mentioned by domestic developers that there are no games in Microsoft Store. At present, Microsoft store can be understood as a channel dominated by PC users.  Microsoft is providing users with high-quality games from the host platform through the Xbox game pass for PC service.  In short, PC users can download Xbox games in Microsoft Store. For domestic mobile game companies, the general consensus is that interoperability between mobile and PC must be the future trend, especially for games spending more time

In December last year, the games on the Microsoft Store's free list were hit 832000 times, downloaded 85000 times; The key is that the average revenue of each F2P game on the list exceeds 640000 US dollars, and ARPPU reaches 94 US dollars.

According to MG's release experience, the monthly turnover of A-class products in Microsoft Stores is 3-5 million yuan. Microsoft Store has no explosive quantity, but it is very stable and suitable for long-term products. A front-end programmer can transplant a game similar to Unity engine to Microsoft Store in only in 3-5 days.

[The architecture and service of MG on Microsoft azure]
We started to use Microsoft Azure in 2016.  At present, MG SDK, games released by MG, Mg platform are fully deployed on Microsoft Azure. The technologies and services used include virtual machine, database, CDN, storage, AD domain control, Cortana speech recognition, Translator, etc.

The high availability and security of Microsoft Azure is the most important feature of MG. Microsoft Azure ensures the security and reliability of data through a series of security measures, including the built-in security solutions of Azure, encrypting communication and operation process, providing 100% data transparency, and meeting a wide range of international and industry standards in terms of compliance. There are more than 3000 products connected to MG SDK, such as MG account system, advertising system, payment system and other application scenarios, especially for more than 4 million active users from different countries and regions, which have very high requirements for the stability and security of server concurrency. Since mg has been using Azure for five years, it has never had any failure and has high security credibility. Developers can safely access, and make full use of the multiple functions provided by the MG platform to provide better experience for game players.

In addition to security and stability, Azure also provides rich PAAS functions and services. We can integrate many leading technologies into the cloud platform for developers to use, including Microsoft translation function, PowerBI, Cortana speech recognition and so on, which also makes the MG SDK unique. Developers can easily and quickly complete the call, deployment and management of cloud service API interface. Our cooperative developers completed the integration of Microsoft translation function in two days. These functions also provide strong support for MG's global game distribution and promotion.

Of course, azure also widely supports a variety of open source technologies. You can deploy various open source solutions on Azure according to your own needs, including various Linux distributions (such as Red Hat) , and solutions from open source communities such as Chef and Puppet. The openness of Azure enables MG to better integrate open source technology into MG SDK platform, which facilitates developers to access MG SDK and obtain better support services.

The results and benefits of using Azure to MG are mainly reflected in three aspects.

First、Reduces the cost and improves the operation efficiency
Compared with the original physical server, the cost of virtual server is reduced by 80%. Compared with other overseas clouds, Azure also has obvious price advantage; According to the actual needs of business development, virtual machines can be added at any time; At the same time, it also greatly reduces the cost of operation and maintenance. Only one operation and maintenance personnel can be fully responsible for the operation and maintenance of the whole system, and ensure the safe and reliable operation of the system.

Second、Enhances the attraction of MG SDK to game developers and gamers
In the game field, compared with the Android and IOS markets, the Windows 10 market is still a "blue ocean". Many game developers hope to get sufficient resources and users by virtue of the global leading edge of Microsoft Store. The MG SDK based on azure provides game developers with convenient access, distribution and promotion channels to help them get new users quickly. At the same time, the MG SDK integrates Cortana and Translator, bringing intelligent voice assistant and real-time translation functions to game players, enhancing their social and game experience.

Finally、Accelerates the pace of MG becoming the world's leading Windows 10 social network and game publisher

We integrate Power Bi into MG SDK, which is a powerful visual data exploration and interactive reporting tool based on Azure. It can help developers transform the data in the application into visual graphics, find problems more efficiently and intuitively, improve the game quality, and win more users

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