Trichopo: 2013 mobile game promotion will change dramatically

TalkingData CEO Trichopo

News and Information January 11, 2013, the 2013 Global Mobile Games Annual Conference and Channel List Awards ceremony held in Beijing Jing Instrument Hotel. This conference revolves around "move, game, channel, rank" This series of keywords launches the discussion, and with "channel how to make money for the game enterprise?" "As an important issue, we invite industry experts and professionals to discuss further." TalkingData CEO Trichopo a keynote address.

Trichopo said that the 2013 mobile games will be the way to promote the operation of a very big change, because there was basically a channel, there is CP, no platform, but 2013 years will be a large number of transport including distribution platform.

The following is a transcript of the speech:

Trichopo: Thanks to Pama's gracious invitation, I have the opportunity to share some of the data on mobile gaming operations, including some ideas.

TalkingData is a professional third-party mobile gaming data Service platform, we provide services including statistical analysis tools, third-party advertising monitoring and data mining-related service, we currently cover more than 80 million of independent equipment, a year's time, to 1200 active mobile games to provide services.

Next we go back to today's topic, today's topic is the operation and the channel, we will look from the whole chain, from the player to the channel, to our CP now what the situation is like. Let's share some data.

The first two data should probably be known, because two of the official stores add up, now the total number of applications has been more than 1.4 million, in fact, the application was found and the opportunity to miss the game is very little.

The second data is that, on the iOS device, the average installation is 100 applications, but 30% only opened once, in fact, it is quite challenging, you finally let the user installed, but he did not, this is a very challenging thing, this data is not talkingdata data.

The bottom of this data is from TalkingData, we have with our channel partners and our own monitoring platform statistics, about the average in China's Android equipment installed more than 110 applications per unit, more than ios,15% for gaming applications, but 20% only used once. Speaking of which, I might have admired the power of our current pre-installed channels is loaded, but the user is rarely used or never.

Just talked about the entire application in the mobile phone, including the installation of the game, we look at the game inside the player to use the situation in the end. In fact, if you have seen our third-quarter mobile game Analysis Report, we will note that at that time we posted like cards, MMORPG the first day of retention including its online time, we give a second half of the trend, this trend looks more interesting, In fact, statistics on the user every day to open the use of each game is not changed, we can notice that is basically concentrated in 3 to 5 times, but each time the game, the same theme of the monthly decline, this shows what? The time that the player assigns to each game every day is decreasing. Mobile games are now fragmented in a particularly obvious feature.

I think from the side actually to this mobile phone game operation is a challenge, you finally pull these players, whether it is a CPA or intermodal way, the player to guide over, but in fact his quality is reduced, this is a big challenge to our operations.

Next we'll look at the next day, and the next day we'll see more clearly, we mentioned about our platform 400 active games on the next day, gave an average, you can see the second half, the next day retention rate because of the game is the most important indicator, from the acquisition of your game players to complete the novice guide , basically you can use this next-day retention rate indicator to reflect the first experience of your game and follow-up, including your game core play method to the user's attractiveness, we can basically see that the next day retained are falling.

So the above data reflect, in fact, we are now the choice of more players, each game on the player's viscosity is reduced, this is from the player's situation to see. Next we take a look at the channel, the following data are from our Third-party advertising monitoring platform, because there are too many channels, there are platforms, third-party markets, ad networks, pre-installed channels, social networks and so on. But basically we share some data with you. The first is now channel promotion costs, basically mainstream channels, Android CPA is about 2 to 5 Yuan, iOS for well-known reasons, its span is particularly large, from 3 to 20 yuan, this reason everyone knows. But the conversion rate of channel promotion is basically stable, the Android platform according to our platform monitoring, from the click to the activation of the conversion rate, basically 1% to 3%,ios is also basically from 1% to 5%, depending on the different regions and your promotion of the time and methods related.

Recently we noticed that there are a lot of domestic game CP, domestic success, began to do overseas promotion, we found that overseas promotion or those old channel conversion rate and retention is relatively high. This is the channel situation.

Let's take a look at the CP, which is taken from our platform, all CP as our platform to establish a promotional channel analysis of such a situation, we can see that 30% of CP probably he only built 10 of channels and many people think that the different, there are about 25% of the game developers are built to more than 50 channels , what does that mean? We found that a lot of small developers work is a small team, he basically developed a game, no ability to do promotional operations, he is the most is to put a few large channels, with these major channels are basically no intermodal transport is not divided into the relationship, just the role of uploading. So that means there is a large proportion of the game CP team is not game promotion and operational capabilities.

The second is that we've actually noticed a lot of big game developers who may have covered more than hundreds of channels, but the gap between promotion and operation is particularly serious. Because we communicate with a large number of CP, basically find out their KPI how to decide? Basically the promotion of the set to promote, the user access. But when it came to the operation, there was another team, we have noticed that there are some high-quality CP, has put both sides through, you do to promote the people to take to the Novice guide to complete, you are not just a CPI, you want to see the first day, 3rd, 7th of the retention, but also to see the initial week, the first month recharge situation. Now each big platform also starts to the game CP carries on the examination, this also is an inevitable trend.

So to sum up, you will see that the user's taste is picky, the user's access cost continues to rise, the channel is broken, a large number of game CP does not have the ability and resources to do this promotion operations. Next we feel that there are a few trends this year that are particularly obvious.

First, the operating platform springing up like mushrooms, we are about a week talkingdata to accept about 15 operating platform to visit, are emerging, there is the game CP want to turn, there are pages to change, there is an established operating platform and so on. Just now the king also mentioned, we notice that some of the future of the operation of the page will also enter the hands of the circle of travel, for our follow-up operation is very challenging, because the big guy came, this method is very violent, I think this circle of CP are terrified, than you have the ability of people than you work harder, this is very scary.

Next, the whole mobile game market, inevitably immediately from a rough style of operation to the refinement of the operating phase. Because of a lot of successful work last year, he can continue to buy traffic, because this year has gone. Now many commercially more successful products are basically not able to buy traffic, can only go abroad to buy, this is the first trend.

Second, what is the trend? Individual theme of the game, its promotion cost is too high, for example SLG, because everyone knows SLG user gain than RPG, a SLG words, now have a CP with me said, now to 301 effective users, basically close to the level of the page, I think this thing is very scary, So it is not possible to rely entirely on the washing flow to buy users this approach to do. So the next step is to get into the lean operations phase.

So how does lean operations work? What is the most common question we are asked? Each CP came to consult with us to promote experience, will ask us, you talkingdata see which advertising network the cheapest, best customer quality? I'll tell him I can't tell you. It's the first thing you have to do to promote, you have to understand the characteristics of the user base, because you will find that each channel, each promotion network user base composition, user characteristics are different. So you release a game, basically your plan will be asked by the boss, your core users who, you expect your core users how long you can put the content to wear and so on these questions, are you want to answer. In fact, to do a good operation is also simple. First, you have to understand your customers, you have to describe your customers, you have to understand their characteristics, the second you have to understand the characteristics of the channel, the third choice of appropriate strategies.

This is a sample we made for a client, help clients to define the gender, age, and projected definition of his core customers, such as the frequency, duration, and schedule of the customer's game, including how to play the law cycle, what it looks like, when you do the test or the test, we will mention a lot of data, It's the first month, and we don't let him do any other promotional channels. This is your benchmark data, you have to guide a batch of natural flow, and is relatively high quality of users, as you a benchmark flow, if you do not have these benchmarks, you go to any channel to push you do not know that you buy this group of customers have no effect, so this is a must do.

At this stage you have to adjust the corresponding indicators, the bottom of the specific I do not say, because we have a class every month to our customer area to talk about these indicators how to tune.

The second step because the channel is symbiotic relationship, because the channel in the end is high quality, low quality, so you deal with the channel is gradual, the first step you still have to establish a monitoring system for alarm, why? Because we are in the process of long-term monitoring including the operation of the auxiliary CP, we have found that there are a lot of cheating channels, of course, not some media exposure so bad, because I remember that last year there is an article, "Please spare us these developers," after I attended a meeting of NetEase, a lot of people asked me, Is there really such a multi-channel person cheating? Actually not, far or below 10% percentage. But we often find that some channels he is actually this indicator, is a one-time user, there is no retention, this side can basically see the quality of the channel. So the first step is to set up data baselines.

The second indicator must be real-time. We recently found a lot of game CP give us feedback, they also have a log system, monitoring system, but the feedback is too slow, why? I found that ARP fell down, let research and development to mention the number, two days later to give you a result, you in the promotion of operations, basically to do this advertising, to be in a few hours to respond, so that is simply not up to the requirements of the operation.

In addition, when you are promoting, you can not see from a latitude first, because you do the analysis of the work, if you can not follow the level of income, such as your recharge line to do user grouping, you can not see the situation.

After establishing a basic trust relationship with the channel, at least he will not cheat you, you will not cheat him, after this, it is important that you establish a long-term mechanism. I now notice that a lot of CP in the channel promotion, his revenue measurement is very unreasonable, we propose some indicators, this formula must be set up, if you do not each channel to do such a lean operating indicator, you may be the game pushed to the end is to lose money, this is our point of view, which is very important , you have to do alarm monitoring, the game life cycle is the key point, retention and revenue to balance. We often notice that a lot of CP is a novice guide to do a problem, too simple to retain will be low, and then dug in front of the pit is too deep to retain will be low and so on, is that your retirement and income must be balanced, not that you rush first week, the first month will be effective, many games or to make your life cycle long to gain greater benefits. In particular, we have seen several good, especially SLG, card type, the typical late play method, your operating methods and charging period is completely different.

The forth is to optimize the promotion strategy, that is, after you understand your channel attributes, you need to optimize your channel strategy. Here to talk about a day, I will not start speaking, this is particularly important, do not look at it are details.

Looking a little further this year, this year we feel that mobile games will be the operation of the promotion of a very big change, because we feel that there was basically a channel, there is CP, no platform, but this year there will be a large number of transport including distribution platform, we are also looking forward to, because we still focus on doing their own things, But the cost of user access is already very clear and continues to climb.

In addition, we estimate that the second half of the time, because the user to obtain the cost has been high to a certain level, we can not stand, now has some advanced CP began to go in this direction, is that you have to seek social marketing, Word-of-mouth marketing, such as some means to evaluate your word-of-mouth marketing, Including the dissemination of some hot marketing effect.

Let's simply kapitalmakes about what we are seeing throughout China's mobile gaming operations, including the way we predict how our operations will change over the next year. If you have any further questions, including the wish to co-operate with talkingdata, you can come to us.