Jifeng Li Peng: the popularization and development trend of China's Android games

Organized by the Qing Branch group z-club106 period-"mobile games" this afternoon in Beijing 3W Coffee, Jifeng senior vice President Li Peng attended the salon, and delivered keynote speeches.

The following is a transcript of the speech:

Good afternoon, I am Li Peng of jifeng nets, I mainly according to some of our company's models to share my experience and data, if there are deficiencies, we can add later.

First of all, the current China's Android holdings about 80 million, iOS is about 30 million, add together is more than 110 million real smartphones, as well as Java, MTK, the largest profit is not a smart machine, but the traditional Java half intelligent and MTK of the non-intelligent machine, If you have a Java product in operation and should continue to operate for a while now, it makes no sense to brand new products because no new users are present.

Smart machine development is very large, the second quarter of iOS and Android together accounted for 56% retention rate, many people expect to the end of China's Android Holdings is 150 million, according to this speed within three years of the entire Chinese intelligent machine maintenance over the non-intelligent machine is sure.

Below from the revenue and promotion two parts share my opinion, from the income, say the smart machine game can make money? To cite a few examples, this is the Chinese developers of iOS and Android products, in the foreign Happy Empire monthly income of more than million U.S. dollars, China's iOS and everyone happy to know the world, the three countries according to their external disclosure of the matter in tens of millions of yuan more than one months, of course, this must be Because of the temporary division of the Apple, there are bad debts, one months actually take the money should have more than five or six white million yuan. Android is a bit less international, probably around 400,000 dollars.

Android in China can have 5 million yuan scale, other emperors, Three Kingdoms, the Three Kingdoms era of these products in more than one months 1 million, the estimated one months now more than million RMB in China's Android products around 10, we can see from this, These heavy games have made money in the smartphone market, if the products are not able to achieve income, I think from their own product design, user guidance, charging means, or to promote the need to find some reasons, because after all you have so many advanced from the market to obtain income, but is quite good.

From the future, like Apple in China's iOS development conference, sharing some data experience, he felt that by the end of this year, China should be able to show iOS a monthly income of 50 million or 60 million of a company, we look at Android, I think according to this development, In China one months may be broken tens of thousands of products should also appear, with the user's mobile phone guaranteed amount of increase, user quality development and so on, this development momentum is very good.

Is Android in China's product charging way there are so four kinds: download, free download, built-in, text chain ads, now for some applications or built-in banner advertising collection, this product design requirements are very high, the game must have the corresponding function, logic, or billing system. The best income is certainly through online games this way, free download built-in pay ads. Download this aspect in addition to China Mobile, telecom, Unicom's own operators, there is little profit, so for developers, you design products to consider their own promotional channels, product forms, the choice of different charging methods.

How do I get the charging method? To go through these stages, a product we have to download first, start, networking success, to see whether the user is registered, enter the game is not to build characters, I listed below some data, in general, if you from download to start the game and build characters this conversion rate should be 30% to 40%. If there is a problem in this link, you do not look at the income, you give your products in the client adaptation, size, networking some problems must have technical problems, resulting in your users did not pay the point to lose. When the user is very easy to enter the payment point, if he set out the billing point, how many people to complete the consumption, this proportion if relatively low, maybe your prop pricing is not appropriate, should be cheaper, or charging means more trouble. This process I think developers, whether to do a stand-alone game or online games should pay attention to, for example, focus on the weeks, day, we from income, every point should be statistical data, look at their own industry level and so on. If you have a smaller income, you should analyze is not to say that you want to delete the net, is the analysis in which link there is a problem, is the user did not enter the pay point, or into the pay point did not pay, rather than say I give up less, I still feel that the user is not enough, such a judgment. Based on these data you can analyze what I want to strengthen, I want to embed new charging methods, optimize my boot.

Below we look at our side of the cooperation of stand-alone and online games two cases. This is a stand-alone game, this side you can see, it in accordance with the pay conversion rate, pay conversion rate of 1 points, less than 2, mainly through SMS and Alipay point card these ways to pay, from here to see the message to pay or accounted for the big head, but whether SMS or Alipay this rate is very low, These are in some points or the Android channel. If you move in China, it would be better to pay, because the users don't know what piracy is.

This product is added to the integrated advertising product, you can see that the pay ratio can be about 20%, which is quite high. means 100 new users a day, of which 20 will choose to pay, in addition to Alipay, plus the integration wall and banner, the integral wall accounted for 90%, which means that if he did not have the points wall his proportion is 1% to 2%. Traditional banner advertising only about 2% of the charge, is the integration wall than the traditional banner stronger.

What do you mean by the integral wall? For example, I design a billing point, user two gold coins, I will ask the user you are willing to use SMS or through Alipay, or through the integration of strong, if you want to integrate the wall to download my application, download this application can give you a gold coin, so that users do not have to spend their own money, it is easy to get this gold to pay This model looks like an ad, it looks more like a payment channel, because we get revenue from the sale of props, but the money is not paid by the user, but the vendor pays.

In the long run, the integral wall is not omnipotent, it still has a lot of problems, such as the product in the long-term, the proportion of the integration wall is declining, the proportion of Alipay is gradually rising, why? Because for the long term loyal users pay more than the case, will choose to pay a large amount of treasure to pay. The integral wall is only suitable for paying 30 dollars for the following way.

This is a net game it's paid about 30% to 40% is through Alipay, 60% is through the point card, point card accounted for China Mobile prepaid card about 56%. To sum up, we see online games now pay within 5% may be more, if through a relatively light payment method may be higher, the payment is accounted for 20%, SMS is 5%.

Single unit for billing is the user pay ratio of 10% to 20%, SMS is 15%, prepaid card and Alipay 5%, integral wall 80%.

This case, you want to provide users with a variety of ways to pay the choice, to give him a list of how much to pay, he according to his own situation, his own will to decide, you can add different payments, such as the listed here PayPal, Alipay, Yeepay, etc., if you are interested in the analysis, Depending on the product you are paying to boot the pricing is different, the user chooses to pay him differently.

Here is a brief introduction. From the promotion point of view, we see why call promotion? Because the product is now very much, like Android products in more than 120,000, if you do not promote it is easy to drown out.

The promotion channel includes the electronic market, the website, network platform, Advertising Alliance, SMS and so on, relatively good channel is the electronic website, the quality is relatively low is the advertising alliance and pre-installed, especially the Advertising Alliance, integration wall of the way, the user is to download points and download your products and use, if your product design is relatively poor, Or the payment does not meet the demand, the user may soon be lost. You will see that these promotion means the user conversion rate is much worse.

To promote the form, I think from the CE point of view, can see Word-of-mouth, promotion and other such a way, we have intermodal transport, CPA, fixed advertising, not all ads are this model, may only one of two three kinds, this is complementary, we do not do promotion for two days a day, is a long-term to do, You have to choose the right way, according to each channel different, understand what kind of model they support, design their own promotional ideas for long-term cooperation.

The other is for different types of products, to choose different ways to promote, reduce their promotional costs. For example, if you charge a very heavy online games, you choose to split into a combined or a CPA can be, because you pay, if you are SS game or stand-alone game, because your income conversion rate is lower, fixed position rather better. Because of the fixed position product, for example, we use the same time in the same position to promote, we can see that a single game is better than online games, if you use CPA to cooperate with me you will be more deficient, but the fixed position of the money converted to the CPA cost is lower, this we can do some attempts. But in any case you have to understand that our channel in the hope of how to cooperate, you are how to cooperate, we can each other, and not say each other, for example, there are some channels, only fixed advertising, you and he do not have the means to cooperate.

In addition to promotion, there are many ways, you do not have to do with the mall or the site to do cooperation, you can also do word-of-mouth publicity, because we see for example, 3B War this, it except the premiere did not do publicity, such as Angry Birds, you want to do brand, in addition to the brand has a lot of meticulous things to do, This is to improve user download conversion. For example, your picture introduction, publicity name, because for a user, he first contact is the product display picture Introduction, if these things do bad, for example, there is a game called Kaka jump, you play the name who knows what kind of game, I why point, the first sight of your name, if not appealing to the meaningless, The point is 500 words, five pictures of the introduction, your introduction to write a good thousands of words meaningless, users can not see 35 seconds, to see two hundred or three hundred words, you two hundred or three hundred words can not write the background of your story, users see so many products every day, you do the result is very poor. These things are done, and it is possible to increase your downloads by 10% to 50%.

Tell me about the product type. We can see that saying honestly now probably because the whole international environmental economy is not very good in this case, we see that the game is the most recent industry, whether developers or operators, it is the easiest to charge users, the application may be the worst, the worst is some platform things, in such cases, People choose the game is a, if you do not have enough money in your own hands, you have the hope of running continuously, but can not include three months later when the fund chain is not able to get the investment, you choose the game will at least let you live a model.

Different game products are not the same way, the left is that we see that we have so many games mall type, for example, we choose the time of Meg, you can see the download rate per month, leisure determined product is the most heavy download, leisure products users are very large, if you do a leisure product is with tens of thousands of products competition, A car is a relatively small number of cars.

The right-hand side is based on the download calculation of single user revenue turnover, we can see that the strategy and role playing game, of course, this is the net gain is very good, can do nearly two dollars a download. But like the relatively light SOS, such as the chessboard, especially the casual products of the stand-alone income is very poor, only a few cents. If you want to do a lighter product, you may be able to launch a user, but there is no good profit. If you want to gain, you have to thrust the product. Have a product for a while, is more than 20 million of the users, Shanghai, a product is engaged in more than 6 million users, the same resources in the case of a larger dosage, low returns but still can be back, so for the average developer, you choose to do what kind of products, according to your own past experience accumulated different, Decide on your own money and the market goals you want to achieve in the future.

My share is here, thank you!