The commercial warfare in the Chinese gaming industry is never short of wild moves, but the jaw-dropping price gap between the two gacha giants in this user acquisition (UA) battle left netizens absolutely floored. According to well-known console streamer Chuhe (楚河): Tencent's Dream Star (元梦之星) pays just ¥22 per new user download and registration, while NetEase's Eggy Party (蛋仔派对) offers a staggering ¥50.
The backstory is straightforward. Both companies have been aggressively recruiting streamers to promote their respective games, paying per install on a per-head basis. Chuhe spilled the tea on stream, laying out both companies' price tags for everyone to see. Clips also surfaced on Bilibili with titles like 'Sponsorship deals: ¥100K+ per hour, ¥22–50 per install, plus commissions on top.'
The massive price gap naturally blew up the comment section. Some users exclaimed 'How can the UA cost differ this much?!' Others offered a more nuanced take: Eggy Party has been live for ages — anyone interested has already downloaded it. The people left to acquire are either those who don't care about this genre or lapsed players, making recruitment way harder than for Dream Star, which is still the shiny new thing. Higher difficulty = higher price.
But what really shocked people was the streamer income. The post mentions that 'streamers reportedly charge at least ¥100K just for a Dream Star sponsorship deal.' The real bombshell? Streamer Chuhe himself was allegedly offered ¥150,000 by Tencent to do a single night of WeChat Live for the game's launch — and he turned it down. A commenter added: '¥150K for one night is just the going rate. I heard a King of Glory (王者荣耀) streamer charges ¥30K per hour.' The world of top-tier streamers hits different, fr.
The ¥50-per-head cost sparked a full-blown financial analysis thread. One user did the math: monthly ARPU is roughly ¥200. If annual retention hits 1/48, you're in the green. Factor in Apple's 30% cut and you need 1/30. But top games only manage ~5% 7-day retention. The verdict? 'Bleeding money for sure — this is a bet on the future.'
As for why NetEase is spending so recklessly, one commenter nailed it: 'Eggy Party brought way too much value to NetEase. They won't let it follow the same path as Knives Out (荒野行动). NetEase themselves didn't expect a game nobody cared about to blow up after one winter break.' Basically, Eggy Party is NetEase's ace card now — they can't afford to lose it.
On the surface, this Tencent vs NetEase war looks like streamers are the ones eating good. But dig deeper and you'll see two tech giants burning cash with zero regard for ROI. In a winner-takes-all market, NetEase would stomach losses for a whole year if it means not losing Eggy Party's player base. The most brutal corporate warfare often uses the simplest weapon: money printer go brrr.
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