ByteDance to Shut Down Multiple Interactive Drama Mini-Programs

TapTechNews on June 13th, it was reported by Tech Planet that due to business adjustments, the business of several mini-programs exploring IAP interactive drama developed by ByteDance's commercial department, Jumei Engine, will be shut down on June 17th. Three platforms, including Popo Heart Choice, Zhuao Heart Choice, and Jelly Heart Choice, have all released announcements to shut down and operate.

Interactive drama is a form of entertainment that combines short dramas and game interaction techniques, not only retaining the compact and exciting features of short dramas but also bringing more sense of participation and immersion to the audience through game interaction techniques.

The explosion of Oh no! I'm surrounded by beautiful girls! has made this new cross-border trend of games + short dramas rise overnight. Facing this new pie, many platforms such as Yuewen, Kuaishou, ByteDance, and Chinese Online have all taken action to layout.

ByteDance produced its first self-produced interactive drama, Return to 1990 with Beautiful Women Like Clouds, last year and launched it on three interactive drama platforms. TapTechNews found that the number of topic views of this interactive drama in the Douyin App is only 79,000 views, far lower than the views of other interactive dramas in Douyin that are in the tens of millions or even hundreds of millions.

Later, on the Popo Heart Choice platform, the first triangular tragic love interactive drama in the whole network, The Choice of Ex-Love, was launched. This interactive drama requires payment to unlock the plot, and the monthly membership price is 199 yuan. While the game price of Oh no! I'm surrounded by beautiful girls! is 42 yuan, and the price can be even lower when discounted.