Mobile gaming industry shuffling the cost growth small team out

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Wen/Li Haoyu

Data show that the domestic mobile game retention rate in the next six months continued to fall, the user viscosity plummeted-almost by the game and mobile Internet as a savior of the hand tour, why unforeseen embarrassed? Quick suit suits, change platform to wash the user and so on the webpage game "Fast" the play, has been the hand tour operator to copy completely. Behind short-sighted behavior: New user Acquisition Cost (CAC) soaring, industry deformity development, small team gradually marginalized, shuffle is imminent.

Small team Outs: only 10% teams make money

"At least One-fourth of the team, the product has not yet come out dead, about 10% of the team will do better, 20%~25% team can do a good job, when the Music network CEO Xiao Yongquan said, hand travel development risk is huge, and not as the outside world think of a business opportunity," early already is the Red Sea. "

This is a far cry from the widespread perception that most people are still immersed in the carnival illusion created by the explosive growth of mobile games, mainly Android games: Early last year, the Android team also fretted over how to make a profit, with companies that had a monthly income and a net profit of millions of in April or May, and five companies with a huge monthly income , more than 20 million, the industry forecast that this year will be broken 50 million of the Hand tour company. Throughout the industry, last year, the overall size of the tour 3.2 billion yuan, the organization forecast this year will break tens of billions ...

Data again eye-catching, let a person's chance is doomed not belong to small and medium-sized team.

"Small and medium-sized development teams do not have the operational capacity and business resources, relying on channels is difficult to get attention, will soon be a large area of death", the game industry people often think, hand tour CP (Developer) Total is 5 to 8 times times the page, the development cycle is short, the number of products is dozens of times times the page tour, so huge stock is difficult to digest the market, After the fierce fight doomed to mass elimination.

Data from the mobile application statistics and analysis platform, talking, shows that in its sample of 400 hand-travel products, in the past six months, the next day retention rate down, from more than 30% to 20%. Under the intense competition the user chooses more and more, the stickiness also continues to descend.

In fact, the tragedy of small teams has begun in the second half of last year. "See a lot of small teams, products on the line after trying a variety of means, stamping list, intermodal ... are invalidated and disappear slowly, "talking data leader Trichopo said.

As for the hand tour industry big shuffle appears time node, often wins forecast will appear in the first half of this year. "The rise of the games last year, many forces have flocked in, including small groups and even individuals." Hand tour from the project, team, development, testing and on-line, about 6-12 months, the product was published in the first half of this year, the competition will be very fierce.

"Travel by page experience, only 5% of developers may make money, and a small portion of it can barely live," after the resignation of the vice president of Lok Hong Kong, often wins will also join the mobile internet, but in a different way, "not to do their own development, too difficult, set up a fund to invest in mobile internet, risk sharing

Page swims the operation: The fast service washes the user cost to soar

Hand travel difficult to do another reason is: operators contaminated with the bad habits of the page, fast play to hurt the user experience, but also lead to the new cost (CAC) soaring, small and medium-sized developers of the interests of erosion, the cost of pressure to unsustainable.

Quick suit and uniform, strong suction fee design, multiple platform to wash new users ... More and more of the page play method by mobile phone games operators for reference, Trichopo will be called "mobile game page of the operation." After the rapid absorption of gold, the problem also followed, on the one hand, users caused user aversion, viscosity decline; on the one hand, it makes new users more difficult and costs soar.

"In the middle of last year, access to an (Android online game) users about 2 yuan, now more than 3, and has been rising", Xiao Yongquan Frankly, CAC Rising, operator cost increase will crush the developers, requirements to improve the partition, "at present 37, 46, 55 have, operators accounted for the bulk. The proportion of large developers and operators are still in the game, small and medium-sized developers basic bargaining power.

The current Page tour field, some small developers can only get 20% of the split, but also to bear the cost of server bandwidth, almost difficult to profit. If the hand continues to copy the page, the scene will not be far.