With 80 million players and the No. 1 spot on the best-seller charts, the success of this NetEase game may be impossible for anyone else to replicate.

NetEase recently released its Q4 financial report, in which it gave high praise to *Sixteen Sounds of Yan Yun*.

The financial report states: “*The Sixteen Sounds of Yan Yun* has been released across multiple platforms, and its total player base has now exceeded 80 million, demonstrating strong player appeal in global markets.” The name *Yan Yun* also appears frequently in the section discussing revenue growth drivers.

In fact, there had been early signs of this massive commercial success, which reached a peak on the game’s first anniversary. The “Invisible Mountain” update and the first anniversary update, launched in Q4 of last year, set new records for daily active users and revenue, exceeding expectations with figures several times higher than previous highs. The game successfully topped the iOS charts and remained at the number one spot on the best-seller list. Earlier this year, the Spring Festival event once again exceeded expectations, with both user engagement and revenue setting new records for similar events.

Not to mention, when the international server officially launched late last year, it had a whole bunch of “naive” foreign fans completely smitten. Many influencers with millions of followers actively promoted the game, further fueling the surge in revenue to new heights.

Some might wonder: Is this really the same timid "blond-haired kid" from last year? How did he suddenly transform into a "phenomenal" international superstar?

In fact, even before *Yan Yun* launched last year, I had a strong hunch that this game could be a game-changer that might reshape the future of domestic MMORPGs. Why do I say that? In today’s MMORPG landscape, the vast majority of titles are either mired in a numbers-driven race to the bottom or limited to cosmetic microtransactions without engaging content to back them up.But *Yan Yun* chose to forge a third path: a virtuous cycle where “high-density, high-quality content serves as the core driving force, encouraging players to pay for great content, which in turn fuels the team to produce even better content.” Amid the seemingly contradictory dichotomy of “self-expression” and “monetization,” *Yan Yun* ultimately succeeded in achieving a win-win scenario where it has “the best of both worlds.”

Looking back at the statement, “When it comes to wuxia games, there’s only Yan Yun and the rest,” one can sense a different kind of depth and insight behind this seemingly “arrogant” vision.

01

Fast, accurate, and decisive—the ultimate embodiment of "content is king"

We often say that today’s online multiplayer games have entered a new era, where “content is king.” So what constitutes good content?

"Yan Yun" offers its own answer: "Fast, accurate, and ruthless."

When the game first launched at the end of 2024, it immediately rolled out content for the two major regions of Qinghe and Kaifeng all at once; unexpectedly, just three months later, Yumen Pass in the Western River region made its debut, followed by Liangzhou and Qinchuan; the new Bujian Mountain region followed shortly after in late September, and by the first anniversary, with the official launch of Hutuo, the Bujian Mountain region was fully updated.Just when we thought Yanyun was finished, on February 6 of this year, they pulled a massive 1 million-square-meter Kaifeng Imperial Palace out of their hat, and as a bonus, added the long-awaited Battle of Zhongdu Bridge.

In an era when major developers are all fretting over the rapid "consumption" of content, only Yan Yun can confidently declare, "In the world of martial arts, speed is the ultimate weapon." This has left many players in awe, marveling at the sheer scale of their production capacity.

Of course, frequent updates alone aren’t enough; what really matters is that the content is designed with the player experience in mind. Take the recently updated Kaifeng Imperial Palace, for example: with a total area of over 1 million square meters and a sprawling network of buildings dotted throughout the landscape, it perfectly captures players’ romanticized vision of an ancient imperial palace.

In addition, more than 3,000 NPCs turned the Kaifeng Imperial Palace into a giant playground, with all sorts of bizarre activities on offer, from cricket fighting and reviewing memorials to playing cuju and slapping games.

It is worth noting that one of the "Heroic Deeds," titled "Yingying's Clever Scheme to Repay a Debt of Gratitude," once again demonstrates Yan Yun's rich expressive style and his "unique understanding" of the martial arts world.

Finally, there’s the “brutality.” Over the past year, players have grown accustomed to Yan Yun occasionally dropping some “heavy-hitting” content, but the “Hutuo River” update is clearly even more devastating. Even now, you can still find plenty of players on major video platforms saying it has “a massive aftereffect.”

In my view, the Battle of Zhongdu Bridge represents the narrative pinnacle of *Yan Yun*, and is undoubtedly a masterful display of the author’s full range of skills.

First of all, this was not a sudden deployment, but rather a subtle thread that has been woven throughout several game updates.From the “General’s Shrine” on the Qinghe map in the game’s early stages, to the strategic exchange between Emperor Ai and Wang Qing at the end of the Qinchuan storyline regarding whether “Zhongdu Bridge could be held,” and finally to the foreshadowing in the “Life and Death Crossroads” quest where He Ran desperately delivered a mysterious box—countless fragmented clues ultimately converged in the Hutuo region.The moment players set foot on Zhongdu Bridge, all the emotional tension built up in the early stages erupts instantly, and anticipation reaches its peak.

What is even more remarkable is that the development team has moved away from traditional linear storytelling, instead using the passage of time as a narrative thread and adopting an ensemble perspective to recreate every detail of the Battle of Zhongdu Bridge.Lin Xiansheng engaged in a verbal duel with the scholars, pleading with Du Chongwei for reinforcements; Ding Xiao accepted a mission in the face of danger, stealing military supplies to support the front lines; the heroes fought valiantly on the front lines, dying with honor; and Wang Qing, surrounded on all sides, was powerless to turn the tide.

In the past, depictions of warfare in domestic online games were often glossed over through narrative or CG sequences. The reason for this is that players control only a single character, making it difficult to stand up against the overwhelming tide of war.However, as evidenced by the Battle of Zhongdu Bridge, the development team behind Yan Yun aims to challenge the traditional “paradox of expressiveness in wuxia and warfare.” Through ensemble storytelling and multidimensional role-playing, they enable players to actively participate in every aspect of the conflict. By shifting the focus from a grand, hero-centric narrative to a microcosm of the people’s history, they truly embody the essence of wuxia: “The greatest heroes serve their country and its people.”

After all the build-up, stirring the players’ emotions was a natural progression.Du Chongwei’s betrayal was a foregone conclusion; Lin Xiansheng’s plea for help felt utterly futile; Ding Xiao’s helplessness upon discovering the supplies had been sold; the return to the front lines where the heroes’ fiery battles ended in total annihilation; and the tragic, desolate fate of Wang Qing. That’s why the community often says, “Yanzi, you really understand psychology.”

No wonder so many players have remarked, “After beating Nakadori Bridge, my headache’s gone, my face isn’t flushed anymore, and my heart isn’t racing.” One player was quick to pinpoint the cause: “That’s because you’re about to die.”

What’s more, many players have taken it upon themselves to fill in the historical details about Zhongdu Bridge and Du Chongwei’s tragic fate—which is truly satisfying.

Good content keeps players talking; clever storytelling keeps them on the edge of their seats; and meticulous attention to detail leaves them with a lasting impression. It’s safe to say that Yan Yun has not only achieved all of this, but has taken it to the extreme.

02

Business Model Transformation and the Return of Trust Revitalize "Paying for Love"

I once heard someone say, “When your game content is good enough, commercial success is simply a natural byproduct.” This statement clearly applies to *Yan Yun* as well.

High-quality content isn’t just “appealing”—it also “sells” better. But this isn’t achieved by forcing players to spend money; rather, it’s about building “trust” with them.

In my view, the key to Yan Yun’s commercial success lies in its foundation of high-quality content. This foundation gives the company the confidence and courage to “use high-quality content as a driving force, encourage players to pay for great content, and create a virtuous cycle fueled by passion.”

In fact, even before *Yan Yun* was launched, the developers had stated that it would be a “pure cosmetic microtransaction” game, but many players remained concerned, believing that it would inevitably fall back on the old trick of selling in-game power-ups. This lack of trust did not arise overnight; rather, it is the result of “growing pains” that have built up over time.

Interestingly, however, once *Yan Yun* was finally released, the player base underwent a sudden shift, with many players “willingly spending money just to avoid dying.” While paying for high-quality games is typically the norm in the single-player gaming sector, *Yan Yun* broke new ground in the online gaming world thanks to the trust and affection of its players.

On the other hand, the dual-platform ecosystem—where single-player and online games coexist—has further driven the need for higher quality. In single-player games, where social interaction isn’t forced through in-game mechanics, only compelling gameplay and storytelling can retain users. Consequently, the business model has shifted from “forcing microtransactions” to “delighting players,” which places even greater emphasis on the product’s ability to resonate with players.

In the realm of multiplayer online games, the key strategy is to listen to feedback. By continuously optimizing the raid experience and introducing various engaging social features to address weaknesses, developers can alleviate "stat anxiety" and reshape the user monetization model. This cycle, where content quality drives development upgrades, is, in my view, the kind of "healthy competition" the industry truly needs.

In addition to its strong performance in the domestic market, *Yan Yun* has also been a massive hit overseas since its launch last year. Not only did the game attract over 15 million overseas players in its first month, but it also ranked in the top three on Steam’s best-sellers list on multiple occasions.

Well-known influencers from around the world have enthusiastically promoted the game on their own initiative. Among them, the popular North American streamer "Pickey" has been particularly effusive in his praise of Yan Yun, even sharing his 511 hours of playtime to prove his genuine love for the game.

This also proves that *Yan Yun* is not merely a “export-to-domestic” product with a glossy veneer, but rather possesses genuine cultural resonance. The historical period of the “Five Dynasties and Ten Kingdoms” chosen by *Yan Yun* inherently carries a sense of melancholy and complex patriotic sentiment amidst a time of turmoil, creating a strong point of differentiation in an overseas market saturated with Western fantasy.

This cultural outreach goes beyond mere visuals; it is delivered through a variety of gameplay features and mechanics. Overseas players will not only be able to explore Qinghe, Kaifeng, and the upcoming Hexi region to experience iconic Chinese landscapes firsthand, but they will also have the opportunity to engage in a wide range of traditional activities, including arrow-throwing, guessing games, sumo wrestling, Chinese chess, and playing the guzheng.

When it comes to combat, elements such as remote pressure-point strikes, the "borrowing force to strike" technique of Tai Chi, and the ethereal grace of lightness skills all require overseas players to actively engage with and understand the essence of Chinese martial arts. This approach—where players actively learn about the culture through gameplay—is undoubtedly the most sophisticated form of cultural export.

03

The Long-Term Perspective Shaped by “Self-Expression”

Looking back at the version updates over the past year, we can clearly see the evolution of Yan Yun: Qinghe and Kaifeng laid the groundwork with a wealth of content, while the Hexi version represented a bold innovation in narrative style, themes, and expression. The most recent release, Bu Jian Shan, is the culmination of these efforts, particularly in terms of technical advancements and visual quality.

It’s hard to pinpoint exactly why Yan Yun has been so successful, but there are certainly clues to be found.

Early on, the development team said that to move players, they must first move themselves. Truly great content resonates with everyone in the same way.

Through this, you can appreciate the inherent beauty and quality of Yan Yun, the themes and concepts embedded in each map, and the wealth of artistic content that has been created around these themes.

From his initial dream of a life of chivalry in Qinghe, to witnessing the social chaos in Kaifeng and uttering the lament, “The common people have no voice; the knight-errant speaks for them,” to following in the footsteps of his predecessors in the Western Regions and yearning for Chang’an, he ultimately, upon failing to see Mount Hutuo and through the Battle of Zhongdu Bridge, elevated his journey into a “sense of patriotism and concern for the people” capable of resonating deeply with others.

Aside from those two points, what I find even more significant is that *Yan Yun* truly delves into the realm of "self-expression."

As I mentioned a long time ago, *Yan Yun* is a true “adult game.” It unflinchingly uses visuals, narration, and storytelling to construct a realistic “cannibalistic” society. The “dark, twisted, and brutal” content that was previously downplayed, along with those chillingly unsettling gaps left to the imagination, are everywhere in the game.

You’ll find that in this “Five Dynasties and Ten Kingdoms” world created by Yan Yun, everyone—regardless of age or gender—must face a cruel and treacherous environment on an “equal” footing. The extreme sense of “immersion” brought about by this “realism” is precisely the core of the development team’s “self-expression.”

The independence and maturity of its development philosophy have also emboldened Yan Yun to experiment boldly with gameplay mechanics, such as the "Death of the Military Governor" scenario in Liangzhou—which is comparable to a murder mystery game—and the "Trapped City Lake" scenario in Qinchuan, where players relive the same day repeatedly to unravel the truth layer by layer.Other examples include the Family Business system, which, in addition to simulation management, features the stealth-based “I Am a Goose” gameplay and the heartwarming “A Day in the Life of the Young Master.”

I must emphasize once again that *Yan Yun* is a commercial multiplayer online game. The price of prioritizing “self-expression” is accepting a certain degree of commercial loss—something that many developers undoubtedly view as a major taboo in product development.It is precisely for this reason that I am so certain that the success of *Yan Yun* is something others may simply be unable to replicate. Because it dares to set aside commercial gains and losses to refine content and details that may seem “useless” but are highly innovative and artistic—all to stay true to its original vision.

It could be said that in an era where traffic reigns supreme, *Yan Yun* chose a more difficult path; like a craftsman dedicated to his art, it focused solely on meticulously refining high-quality content. Fortunately, despite being a path few ventured down, it ultimately succeeded.