In the crowded pet-catching game market, Bilibili has launched a game with a completely different art style

Just now, Bilibili Games released the first promotional video for *Shine On! Rumi*, and its fresh, soothing art style, combined with its casual pet-catching gameplay, has attracted a lot of attention.

Actually, this game didn’t just appear out of nowhere. At the end of last month, *Shine On! Lumi* had already received its publishing license, and some curious fans followed the clues provided by the game’s official Weibo account to uncover its official website, which hadn’t been launched yet.

Last Thursday (the 11th), Game Teahouse was invited to Bilibili’s office for an early hands-on preview of *Shine On! Lumi*. According to Bilibili’s developers, *Shine On! Lumi* emphasizes “fun without the fatigue,” and its art style sets it apart from the 3D open-world monster-catching games currently on the market.I believe *Shine On! Lumi* is bound to blaze a new trail, targeting a different market.

01

A New Pet-Catching Game with a Unique Art Style

A quick glance at the promotional video for *Shine On! Rumi* reveals that it is quite different from other pet-catching games currently on the market.

“Shine On! Lumi” features a rare hand-drawn cartoon style that casts a unique, gentle filter over Lumi—with endearing, chubby features that make every frame burst with cuteness.From the game UI to the icons, the overall design is like a picture book—so adorable I can’t put it down. This has also created a visual identity for *Shine On! Lumi* that’s truly one-of-a-kind.

As I stepped into the game for the first time and tried out the simulation gameplay, a soft, pale green hue caught my eye. Fertile fields lay before me from a top-down perspective, waiting for me to get started. With a tap of the icon, rustic-style buildings sprang up from the ground. I opened the details page and summoned a Lumi to come and “work.” Watching the Lumi clumsily bustling about the buildings, I couldn’t help but smile.

As I looked at the rows of buildings arranged in a harmonious, staggered pattern, with Lumi moving back and forth among them as she worked, and all manner of products flowing out like a stream, it formed a vast panorama of a secluded utopia crisscrossed by paths. I couldn’t help but feel a sense of peace.

The vertical-screen gameplay in *Shine On! Lumi* is incredibly easy—just tap the forward button, and your character will dash ahead like in a parkour game. Along the way, you might meet new friends or encounter cute pets; with just one capture card, you can try to add the Lumi you encounter to your collection.

The higher the rarity of the capture card you use, the greater your chance of obtaining a Lumi. After playing the game, I discovered that there’s actually a guaranteed drop for captures, so you don’t need to worry about not being able to capture one because you don’t have high-enough cards. Also, you must defeat the Lumi at the end of each map before you can capture it.

This brings us to the game’s combat mechanics. Based on the current version’s combat presentation, the controls are very simple: players just need to cast a shield on their Lumi or unleash a ultimate move when they deem it appropriate. The rest of the time, Lumi fights automatically. So, aside from stat boosts, the thrill of combat also stems from the strategic element of elemental weaknesses.From what I’ve observed, Lumi already features attributes such as Water, Fire, Lightning, Light, and Dark. Carefully assembling your team and making “Sun Tzu-style” tactical adjustments based on the enemy’s lineup could be a major area worth exploring as you progress through the game.

“Shine On, Lumi!” is easy to play—it’s basically an idle game—so it’s a breeze and doesn’t require much thought. You can complete the daily quests by logging in for about ten minutes each day. So where does the game’s long-term appeal lie?

In my opinion, collecting all the different types of Lumi will be the main motivation for continuing to play the game.

The key visual for *Shine On! Lumi* has already revealed nearly 20 Lumi characters with a wide variety of appearances, ranging from those with adorable looks who are perfect for part-time jobs to those who, at first glance, appear to have maxed out their combat skill trees and possess formidable combat power.Some Lumi designs even incorporate popular internet memes—I really have to tip my hat to the dev team’s creativity. For example, as soon as I saw “Practice Chicken,” I immediately thought of that “singing, dancing, and rapping” celebrity.

Given that many combat-oriented Rumi have evolved forms, it wouldn’t be surprising if Rumi also had special variants such as alternate color schemes or SP versions. As such, collecting all Rumi is bound to be an exciting and massive undertaking.

In addition, *Shine On! Lumi* features a PvP ranked ladder system that puts players’ strategic skills to the test, ensuring long-term enjoyment of the game.

Through my hands-on experience, I’ve also noticed some design issues in *Shine On! Rumi*. Given that the game is marketed as a casual, laid-back experience with vertical-screen gameplay, the current mechanics don’t feel quite as hands-off as they could be—players still have to tap away constantly, especially since battles can’t be skipped. Players might start to feel fatigued after quickly grinding through a few maps during the event period.

On the other hand, *Shine On! Lumi* is designed to be a casual game, and the first three levels I played were all lighthearted and enjoyable. So, when the game enters open beta, how can the developers ensure that players don’t get bored while also preventing the content from being exhausted too quickly?

Perhaps these questions will be addressed in a more polished manner during future tests of *Shine On! Rumi*.

02

Bilibili’s New In-House Title: A Niche Market Strategy

Bilibili’s in-house game development division underwent a major overhaul in 2022, spearheaded by Bilibili CEO Chen Rui, who established a strategic direction focused on “developing high-quality in-house titles and global distribution.”

After three years of dedicated development, Bilibili’s in-house games have achieved some initial success.

During a recent earnings call, Bilibili’s management stated that the company’s gaming business would pursue a strategy of “rejuvenating its game portfolio,” with the aim of identifying and meeting the evolving needs of younger users in the gaming sector.

“Shine On! Lumi” might just be the casual game that meets young users’ need for “lifestyle and liver health.” The game doesn’t push players too hard.

Rather than a vast 3D world, it captivates players with its soothing and intricate art style; the gameplay is lighthearted and fun, which goes a long way toward alleviating players’ anxiety about grinding and microtransactions.

“Shine On, Lumi!” is perfect for quick 10-minute sessions, making it ideal for playing in short bursts—a format that seems to fit right in with today’s fast-paced lifestyle.

Bilibili’s in-house games are not yet strong enough to compete head-to-head with industry giants. However, backed by the player community on the main Bilibili platform and with a keen understanding of emerging player needs, Bilibili Games undoubtedly holds a significant advantage in pursuing a niche market strategy.