Stop saying Yu Zhong is ignoring the controversy — he clearly hears everything loud and clear, he just chose the most nuclear option possible: cranking ad spending to the MAX. Girls' Frontline 2: Exilium faceplanted right at launch with dismal revenue, and instead of fixing the game's core issues, producer Yu Zhong's response was to burn cash on a massive ad-buying blitz.
According to the exposed data, Exilium's ad spending is absolutely bonkers. Players pointed out the game's user acquisition budget is roughly 3x that of competitor Mecharashi (钢岚). Yet despite this, the free download chart is dropping even faster than Mecharashi's did. Within 48 hours of launch, Exilium plummeted to #26 on the free chart, while the revenue chart never even cracked the top 30. Money flying out the window while the charts nosedive — truly a galaxy-brain strategy.
One commenter nailed the core question: can this level of ad spending even break even with Exilium's current revenue? The reply section was ruthless — comparing the strategy to mass phishing scams, saying "just like those scam ads that cast a wide net, you only need to find one gullible whale." Others were even more blunt: the more you spend on ads, the more money you lose. The math simply doesn't add up.
The comment section also spawned a legendary meme: the "post-holiday bounce" (节后涨). When players were raging earlier, some sarcastically invoked the stock market term — implying that once Christmas passed on Dec 25, the game's numbers would naturally recover (copium, anyone?). But the Dec 23 data showed ad spending actually INCREASED on Christmas Day. One player delivered the most savage take: "What if the 'post-holiday bounce' is actually a corpse bloating? It's been about five days now — the timing checks out."
Veteran players also dug up old receipts from the game's four rounds of beta testing, pointing out that 80-90% of the core problems were already flagged during those phases, but the team chose to ship the game anyway. As one commenter put it: "The players who remain are basically only the diehard Girls' Frontline veterans who've accepted living as 'T-Dolls' (人形), so now Yu Zhong can indulge his artsy pretensions to his heart's content." The cope has officially transformed from anger into pure entertainment.
As of now, Exilium's ad blitz continues unabated, but both the free and revenue charts remain firmly in the red. Faced with a tidal wave of public criticism, Yu Zhong has made his priorities crystal clear — fix the ad spend, not the game. As for how long this strategy can sustain itself? Only the billing statements know for sure.
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