How AI Propelled 'Shawarma Legend' to Unprecedented Fame in China

In today's gaming market, there are numerous types of games available, and many players choose games based on their preferences.

Among these, the game "Shawarma Legend" has caught the attention of many players, especially in the Chinese market.

Created by Turkish producer Eyad AlShafei, "沙威玛传奇-中国版"(Shawarma Legend) was re-released on the Apple App Store on October 10th after being taken down for a period. It had been exactly one month since its removal on September 10th.

Upon its re-release, not only did the game maintain its popularity, but it also sparked a new wave of enthusiasm in the Chinese market.

On the second day after being re-released, the game soared to the top position in both the overall game rankings and category rankings.

This trend continued into November, showing no signs of decline, highlighting the game's immense popularity in China, one of the largest app markets in the world.

Category Ranking of Shawarma Legend in App Store on FoxData

You must be curious about what makes this game so captivating that it can outshine many internationally popular games in China, such as "王者荣耀" (Honor of Kings).

Let's take a closer look at the specific performance of this game and the reasons behind its widespread popularity.

What is Shawarma Legend?

The game "Shawarma Legend" is a simulation management game developed by Turkish game developer Eyad Alshafei and Patates Games.

In the game, players act as "shop owners" selling shawarma to earn coins, which can then be used to purchase upgrades like fries and drinks, thereby increasing the price of the shawarma.

Players need to manage the restaurant well, gradually upgrading it and improving the quality of ingredients to ensure the game progresses smoothly.

Doesn't sound particularly special, does it?

Well, let's take a look at how surprisingly well this game has performed in China!

App Performance in China

Initial Release Performance

"Shawarma Legend" was initially launched on July 19th, simultaneously on Steam and various mobile platforms. It was priced at 23 RMB on PC, while the mobile version was free to download, monetized through ads.

Upon release, the game quickly captivated Chinese players with its unique gameplay and exquisite graphics.

By late August and early September, thanks to recommendations from a group of popular streamers with large followings, the game became an instant hit, with daily downloads exceeding 100,000, making it the trend of the moment.

However, the good times didn't last long.

In early September, the game was forced to be taken down due to compliance issues, leaving countless players disappointed.

Despite its brief disappearance, the charm of "Shawarma Legend" did not fade.

During this period, related audio and video content continued to gain traction on social media.

AI voiceover elements like "让我们说中文"(Let's speak Chinese!) and "沙威玛，哦沙威玛"(Shawarma, oh shawarma!) spread widely, even boosting the rankings of other similar games.

Second Release Performance- The Return of the Legend

"Shawarma Legend" was re-released on October 10th, reigniting the anticipation among players.

According to FoxData, by October 31st, the game had an average daily download rate of 0.19 million on the iOS platform, with a peak of 0.28 million downloads in a single day.

Estimated Downloads of Shawarma Legend in App Store on FoxData

Not only that, but the game's community became extraordinarily active during this period. The discussion forums were buzzing with lively debates among players, sparking significant interest among many new players.

Incredibly, within just 21 days of its re-release, the game surged into the Top 6 of the global download rankings on the App Store for October.

Downloads Charts on App Store In October

So, how exactly did it achieve this success?

Let's delve into the factors behind its remarkable performance!

𝐌𝐨𝐛𝐢𝐥𝐞 𝐆𝐚𝐦𝐞 𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬 𝐓𝐨𝐨𝐥 𝐟𝐨𝐫 𝐅𝐑𝐄𝐄

With deep data analysis, check out the performance of your favorite games and their competitors! Estimated downloads, revenue, category ranking, global ranking, ASO Impact Analysis, etc. All you want to know is here!

Discover the secrets of their success!

Secrets to Its Seccuss

Game Mechanics

"Shawarma Legend" stands out among many games, with its unique gameplay design being a key contributor to its success.

The core mechanics of the game revolve around crafting and managing shawarma, challenging players' reaction speed and strategic thinking while incorporating elements of open-world exploration.

In the game, players must gather a variety of ingredients and continually hone their cooking skills to create the perfect shawarma.

Like a culinary adventure, each level of the game is designed with challenging obstacles and tasks. Occasionally, it introduces simulation management mechanics, requiring players to allocate resources wisely and leverage their keen market insights.

These distinctive gameplay features have attracted a large number of new players, helping the game reclaim its position at the top of the free charts.

AI Assistance

AI Visuals

The development team behind "Shawarma Legend" leveraged AI technology in creating the game, utilizing AI for artwork, music composition, and voice acting. On the game's Steam store page, the developers mention the use of advanced generative AI technology to create some of the visual content, including the vibrant main menu images.

From an artistic standpoint, "Shawarma Legend" fully captures the charm of traditional Turkish culture. Every character and landscape is vividly depicted, immersing players as if they are walking through the streets of a foreign land.

The integration of AI not only enhanced the visual and auditory experience but also allowed the developers to create a rich and authentic cultural atmosphere that resonates with players worldwide.

AI Music Composition

The game's sound design is equally remarkable, with cheerful background music and intricate ambient sound effects enhancing the immersive experience for players.

The theme song, composed by AI, is the soul of the game. Its viral spread on the Chinese internet owes much to its AI-generated music.

These compositions defy conventional song structures, rarely following standard verse-chorus arrangements, making each progression unpredictable yet irresistibly catchy. This unpredictability, akin to an earworm, ensures the music spreads rapidly with each share.

Beyond the catchy tunes, the AI-generated lyrics have also captivated Chinese players:

“沙威玛，哦沙威玛，哦沙威玛，有了你，生活美好，没烦恼。沙威玛传奇，奇妙至极，最棒游戏，人人赞叹你……”

("Shawarma, oh shawarma, oh shawarma, With you, life is good, no worries. Shawarma Legend, wondrous indeed, The best game, everyone praises you...")

The humorous and raw charm of these lyrics, coupled with the support of abstract bloggers and key online communities, has propelled "Shawarma Legend" to achieve viral and meme-like status on social media.

AI Voice Acting

In addition to visuals and music, the game also utilizes AI for voice acting.

For instance, in the Chinese version, upon selecting the Chinese mode, a line automatically pops up saying, "让我们说中文" ("Let's speak Chinese"), delivered with a "lamb skewer flavor" in its intonation that humorously captures the feel of a foreigner speaking Chinese.

The AI voice acting adds a layer of charm and novelty to the game, which has ultimately unlocked the "traffic code" for its popularity on the Chinese internet. The unique and amusing voiceovers have contributed to the game's viral spread and appeal, making it a standout experience for players.

Localization

Thanks to AI support, the game manages to offer support for as many as 14 languages, including Chinese, Hindi, Japanese, and Russian, all within a compact size of less than 100MB. The game's theme song is available in Chinese, English, and Arabic, with lyrics conveying similar meanings but featuring distinct melodies and styles.

At the end of each in-game day, a closing song is played, singing "今天结束了"(Today is over) in all 14 languages. This clever use of AI for localization not only broadens the game's accessibility but also enriches the cultural experience, allowing players from diverse backgrounds to enjoy the game in their native language.

The localization of this game in China has been remarkably successful.

One of the key reasons the game stands out from other management games and achieves viral popularity is its highly developed localized content and memes.

The primary platform for this success is Chinese short video platforms like "抖音"(TikTok).

These platforms not only provide fertile ground for the game to gain and regain popularity, but also make it easier for topics, engaging gameplay, and derivative content related to casual games like this to go viral.

The game's clever integration of local culture and memes resonates well with the audience, driving its widespread appeal and engagement.

👏 Expert Note: When localizing an app, developers and marketing teams should not overlook the importance of incorporating local humor and cultural references. The use of localized content demonstrates an understanding and respect for the local culture, which can significantly enhance the game's acceptance in the target market.

By cleverly integrating local humor and references into the localized content, mobile game developers can effectively attract and retain players, leading to more successful market penetration.

To achieve this, we recommend collaborating with local consultants or experts who can assist in the localization process. Their insights and expertise can ensure that the content resonates well with the target audience, maximizing the game's appeal and success.

Want to acquire more simmulatuion games' success secrets?

💡Read More: The Secrets Behind the Success of Simulation Mobile Games in Q3 2024

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