"Love Game" six strategies, the launch of a comprehensive strategy to start

Reporter Liu Zheoming

Recently, China Telecom gaming platform "Love Games" (Colorful Interactive Network Technology Co., Ltd.) released the next 5 years of strategic planning. In the three operators background of the game company, "Love Game" the first market-oriented operation, and its reform thinking is the most representative, the industry pattern has a certain impact, in general, its future strategy mainly includes six major aspects.

First, the launch of a comprehensive strategy

As early as 2014 years, "Love Game" has begun the game to issue business attempts, such as the solo leisure tour "Every day and again", to rely on the beginning of the functional machine to accumulate a large number of casual single game experience, and the carrier background channel advantages (SDK, flow and billing, etc.), To occupy a place in the market of hand tour distribution.

"Love Game" Coo Li Zhi

From 2015 onwards, the game issue will become a "love game" a core strategy. Coo Li Zhi said, "Love games" has a strong professional data collection and analysis platform, as well as hardware and software and online under the valuable resources, can provide developers with product evaluation, optimization, guide volume and so on a series of support, so in the game publishers have a unique advantage.

At present, "Love games" has been set up in Beijing, Nanjing, Shanghai, Guangzhou, four distribution studios, about 200 people, is expected to invest in the size of 300 million in 2015.

Second, "younger" strategy

The game is a young culture, and mobile games represent a wave of popular games, so that all age groups can be in the "Love Game" to get young happiness, is its "younger" core concept. 2014-2015 in six cities nationwide "Efun Love game National Hand Tour" is "younger" example of landing, the national participation statistics more than million, reflecting the young people's personalized, leisure entertainment.

2014-2015 "Efun Love Game National Hand Tour" national participation in the number of more than million.

Overall, "younger" will revolve around a younger brand image to build, including the young spokesperson, campus advertising, star-building campaign, UGC platform (user generated content, users to create the contents, including news information, game video, game anchors, fan group, Games, such as trade unions, etc., is expected to invest 50 million of promotional costs in 2015.

Third, "have fans" media platform

Platform media, to become a fan of the game platform is also a "love game" of an established policy, the current portal play.cn traffic has reached 60 million PV, in the domestic hand-travel Media ranked 8th, the concentration of a large number of professional players and users. COO Li Zhi said that "Love games" will be in the original 5 million core users on the basis of expansion, and strive to become a front-line game media in 2015.

Why do media? Love games their interpretation is to provide users and partners with more valuable value-added services. The 2014 "Love Game" platform on the product has been up to 4, 5000 kinds, the user's choice has brought great difficulties, this is the domestic game platform encountered a common problem. And media can provide a lot of information, for users to choose and play games to facilitate, thereby enhancing user stickiness.

For "Love Game" partners such as CP, media means more extended services, the first is the product before and after the warm-up publicity; the second is the evaluation of the game zone and forum, can play a variety of activities inside and outside the game to enhance user activity, extend the vitality of products, the third is to establish a good interactive social platform.

Four, "One big small" new screen development

2015, "Love Game" will be "one big small" new screen to focus on the development of a full range of emerging gaming platform market.

Small screen refers to mobile gaming devices including smartphones and wearable smart devices, such as the "Efun National Hand Tour" finals, love game announced that the world's top peripherals brand Lei snake to reach strategic cooperation is a typical example. New games, such as the use of smart bracelet and other wearable game peripherals, such as recording the player's health data and converting the data into a love-game gold coin, can be used to download the latest and most fun games, or to buy a game gift pack.

The future love game will work with the Lei snake for the game peripheral product depth customization, the game spirit into the daily life.

Big screen refers to the video game market, "Love Games" officially entered the TV game market since 2012, the current "Love Game" TV client version number has reached 5.0, the distribution of the top three in the country, with more than 80% of the smart TV reached cooperation. The 2015 "Love Games" will fully enhance the platform of multiplayer interactive video games, mobile phone and television interaction, and the TV game broadband expansion.

CEO Zhang Peng believes that the "big screen small screen" development is not only the business sector and industrial chain expansion, but also the transformation of people's entertainment, need to advance the layout, to occupy a favorable position. With the domestic 1th, 2 generation of gamers, their leisure time will return to the family, while wearable equipment games and VR (virtual reality) game is the "game of life" trend embodied.

Five, card position 4G game market

With the beginning of the heavy trend and the popularity of 4G network, backed by China Telecom's resource advantage to become a "love game" another point of focus, at present, mainly embodied in the "free flow" strategy and "love to play 4G" hand Tour client launch.

Starting from the second half of 2014, "Love Game" 4G free flow policy began to test water, for key partners to open 4G free flow zone, such as the Blue Port interactive Products "Sword of Heroes" as a key new tour for the first, game downloads, gaming experience and interactive process flow free, attracted a large number of 4G users download demo, Achieved very good results, the game added registration growth of 30%, the entire income chain growth of 20%.

"Love to Play 4G" is dedicated to 4G users of the hand tour client, to pre-empt the latest high-end 3D engine and all kinds of high-definition game video.

Dedicated to 4G game users "love to play 4G" Hand Tour client also launched in 2014, can let users experience the latest high-end 3D engine, as well as all kinds of high-definition game video, telecom 4G users enjoy the province's total free flow of concessions. It is expected that in the first half of 2015, "Love Games" will also be launched based on 4G network environment of game products and gaming platform.

Vi. Overall Market operation

In the game platform of the three major operators, colorful interactive is the first market operation and the most thorough, June 27, 2014 Shun network technology and China's cultural Industry Investment Fund announced a joint contribution of 300 million yuan, won the "Love Game" after 30% of the equity, colorful interactive management and core staff also gained about 4% equity, The company transformed from its original wholly owned subsidiary into a mixed-ownership economy.

As an important step in the overall deepening of the reform of the telecommunications group, the Future "Love Game" will adhere to a more comprehensive and thorough market-oriented operation, with CEO Zhang Peng said, "in the next five years, for love games is the key to restart business five years." ”

Summary: In a word, the future strategy of telecom "Love Game" is to emphasize and innovate the interaction, such as platform interaction, platform and user interaction, platform and CP interaction, various areas of cross-border interaction, including content, flow, technology and capital, the goal is to use the advantages and resources of operators, Create an innovative and interactive entertainment biosphere.