Analysis of the know-how details of product operation

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Tiger Sniff Note: Two months ago, Tencent disclosed news, its hand tour "every day cool Run" has a monthly income of billion.

According to the latest report of Tencent Science and Technology Wang, "the Revenue, online users and active rate of the game have reached a new milestone after the release of the new edition half a month ago." "" Every Day cool run "game chief planner Shen ... Said these figures are not yet readily available, but from user feedback and data, it does go far beyond the team's expectations. ”

In this report, Shen Xiao introduces the details of some know-how in the products and operations of "cool running every day". At the same time, he admits, "the rate of paid users is really very low." For the team, how to balance the different demands for the game between the mass free users and the small paid players becomes a long-term problem. ”

The following is an excerpt from Tencent's Technology report:

The more active friends are, the less likely they are to lose.

In summing up the player's game characteristics, Shen introduced some interesting phenomena. One of the most obvious, the game's friends more and more active, the game's users will not be easy to lose.

This means that the game must take care of the large free players, if the base of users is not active or lost, the development of paid users also lack of attractive gaming environment.

In terms of increasing the active and retention rates of free gamers, every day cool run offers a variety of ways at all stages. For example, the game provides a high return on gold coins.

Owning gold coins is a prerequisite for buying game characters, pets, mounts and props. When the free user mastered the basic running skills, the performance of each of their innings won the return of gold if the higher, the player will not be because no pay for the problem of low performance rankings. The game's sense of achievement is not lost, which also played a very important role in the reputation of the game.

After the release of the new edition, when the size of paid users to increase the scale of the same time, free users are not affected by the activity, this is partly due to the "complete the task of diamond" functional design. Previously, the diamond in the game can only be obtained by paying, now, free players to complete the corresponding task every day, also can get the diamond.

Thanks to the new characters ' Sonic Fly ' and the new mounts ' Rei lion ' have a good appeal, although they need to spend a higher amount of gold and diamonds, but paid players in order to quickly improve performance, the incentive to pay more.

The "appearance" demand behind the player's impulsive consumption

Of course, in the user's pay feature analysis, Shen found another interesting feature, that players in the choice to buy "mounts" are often attracted by the appearance of the mounts. Take "Rei Lion King" as an example, there are a lot of buyers said that they are looking at this mount tall and strong image, as for the horse's skills will not be given priority.

The same thing happened to the Mount "Ice Wolf", which from the skill point of view, in fact, to improve the value of the performance is lower than the "Orange wing." But from the purchase situation, instead of "Ice Wolf" the user base is bigger. The important reason behind this is that users will think the "Ice wolf" looks more attractive.

This buying behavior is very much in accord with the demand behind impulsive consumption. In the user's impulse consumption process, the impact of the appearance of goods is indeed higher than the actual value of the commodity judgment.

In order to improve the user's active degree, make full use of the social relationship in the game is a can not be neglected. But if it's just a game ranking, a score-sharing or a red-heart, the stimulus to the user will fade. To this end, "Every day cool run" in another noteworthy function is "every day cool daily".

The main function of this feature is that when the player first logs on every day, show them what they did with their best friends yesterday, and this random report can inspire users to create new achievements on the one hand, and more importantly, it means enriching the information that users can share. These are crucial for social gaming.

In addition, the user's game time analysis will find that the lunch break and before bedtime is everyone playing "every day cool Run" rush hour. Paid subscribers are mostly concentrated in young men aged more than 20. Although the Android platform has a larger number of users and more paid users, the iOS platform has a higher rate of user pay.

Future plan: Launch PvP player vs mode

For casual games that want to keep up the freshness of the game and slow down the speed of user churn, it's a peer practice to quickly iterate and provide a new game model.

What are the new designs for the next release of "Cool running every day" after the new release? Shen revealed that a very important feature is the introduction of PvP player versus mode.

In the player's PK mode, the game will be more than the existing acquaintances socializing, so that the game between strangers also gradually integration. In order to meet the skill level of the players can have a sense of achievement in PK, may also be different players to design different arenas. What's more, the rewards offered by the battle mode will also be of great help in improving the performance of the game, which may be very attractive to players.

According to Shen, Tian Mei Art tour is currently the youngest in Tencent game studio. In the development of the game mainly small team to combat the way, "every day cool run" as an example, its core development members initially only 10 people, is now gradually increasing to 15 people.