37 Game general manager Wang Qiang analysis of the changes in the page tour of the misunderstanding

Page Tour emphasize ROI hand tour emphasis retention
Ziqiang pointed out that "page tour has always been the most concerned about the ROI (early recovery), the early retention of course also concerned about but there is still a gap compared to the hand tour." "The core of the page tour industry is actually the flow of cash, so the page tour operating platform will require the developer's products can be recovered as soon as possible to open a server input costs." Hand tour is not the same, more emphasis on retention, retention is always more important than ROI. For example, "Island surprise" this product, his pay rate may be lower, but the player viscosity is very high, the player reputation is also good, so the major channels are still willing to do promotion.
Page tour, hand tour to promote different ways
page tour in the promotion of the pursuit of low investment fast recovery, hand tour to promote the pursuit of retaining users.
Page tour to promote the pursuit of Low-cost CPA, more paid users, so the page tour in the promotion to import users to resort to all means, especially with the overwhelming window and some weird ads for the representative. It can be said that on the PC side, as long as there is flow of places, there are pages of advertising.
In contrast, hand-swim is more focused on user retention, efforts to improve the player experience. Because the domestic travel promotion mainly depends on the major channels, shops, operators, mobile phone hardware manufacturers, hand Q micro-letter, and so on, they are more important at this stage is horse-race enclosure, for users. Therefore, the promotion of hand travel more emphasis on IP, brand, Word-of-mouth marketing.
Some of the mistakes of the page to hand over the Tour
page when you visit the transfer of travel easily produce four misunderstandings: one is quick, because the page tour needs to quickly recover costs, so will pay points ahead. The people who do the page swims by the traditional page swims the thought influence is bigger, after the turnover swims to remember the payment point setting rationality, the pit too many too deep all is disadvantageous to the retention.
Two is not deep enough, there are very few pages of in-depth products. This is also related to the user base of the page tour, the user group of the page swims is the relatively slight player. But the hand swims is not very same, wants to retain the player, in the depth design must spend the mind.
Three is the program adaptation aspect, the page swims the developer often to the adaptation, the memory optimization, the equipment fever and so on aspect considers insufficiently, is often the product achieves half suddenly to discover has these problems, then spends several months to optimize the bottom to affect the development progress. The
Four is the game art aspect, the page swims pursues is the gorgeous special effects, but the handset is limited by the equipment and so on factor, and cannot follow the page to swim the idea to make the scene, the movement, the magic all tries to be magnificent, the package body size is also affects the player downloading important factor
Some suggestions for the development of hand tour
Ziqiang for the domestic Hand tour research and development status of the following suggestions: IP, from the domestic data can be seen from the major platforms, IP products, whether in the player's attractiveness or ability to pay is stronger than the IP-free products. If your product has IP, other people's products do not have IP, channel business may give a different level, originally rated B-Class products, IP may be rated a. So we do hand tour development, can take IP, money to take IP, I suggest must take IP.
Fine-quality is made in ChinaProducts must take a step, the domestic online 10,000 of a variety of hand-travel products, which can make a handful of money, want to differentiate and competitors to survive must be fine. May be the General page of the product to buy their own points can also do millions of water, but the hand to buy too expensive, not fine words channels will not push, so the hand tour CP Survival environment than page tour more difficult.
Serialization is also a trend, if you can make a successful product, it is best to product serialization, similar to the "Need for Speed," "live football" such a continuous update, or the creation of IP can also make it sustainable development, such as "Plants vs Zombies" and "Angry Birds" and other works of the influence is also very impressive.