A brief analysis of mobile game message push usage

Source: Internet
Author: User
Tags time zones

A brief analysis of mobile game message push usage--wecloud TeamMessage push is the most direct communication between the game developer and the player, and the developer can communicate the message to the player visually on the phone screen by pushing a piece of information. But developers can actually do a better job, because developers are inappropriate to push or careless about pushing details, so that most players choose to completely turn off push messages.
How to maximize the value of message push should be combined with three questions to discuss: first, what to push two, to who three, how to push
What do you push?
The first key point is the push content, which is obviously not pleasing as a game, frequent ads and non-conforming messages to game types. So for different types of games, what type of push to choose and which entry point to push is more appropriate?
Depending on the game's features, we can classify common games into three categories:

A) Casual games
b) Social-driven gaming
c) Business class online games


For different types of games, there are differences in the use of push points and techniques.
Casual games: For casual games, the value of push is to awaken users and increase user activity. The use of the scene is more to remind the game to update the content or the energy slot of the reply. Take the game Plants vs. Zombies For example, if the frequent push message reminds the user to open the game, for the user is obviously a kind of harassment, how to better wake up the user? There are two ways we can do this, one is to use a more humorous copy: "Your backyard is about to be captured by zombies, to lead plants to confront Carrion"; one is to use a regression incentive: "Your neighbour Dave gives you a new plant, take a look at what it is!" "

turn-driven game: for this kind of competitive game, interaction is the core of the game. So the content of the push should also be done around the friend interaction. Take every day cool run as an example, if the user pushes the power trough is full or the person updates these messages, although is also related to the game, but is not the most valuable news. Users are more concerned about their rankings and friends dynamic, for the user, more appealing to his message can be: "received a friend's invitation to notify ' your friend @ Xiaoming invited you to experience every day cool run, run with Me ' "; for inactive users, to bring back these users, we can push the user:" Your ranking has slipped x

Business Games: Most of the business games for the city management, card games. This game has a large operating space. Because of the diversification of operational activities, it will more frequently push the information of the activities to play home recall, the content of the message is more easily linked with the player's in-game behavior. For example, in the game of soldiers production, construction completed, the city was attacked, the information it can be pushed through the message to inform the user, so that users can timely return to the game in response to other users ' behavior, these are only common scenarios in general use. For the operation of the game, the player's pay base is better, so you can combine user grouping to push the paid users, we can pay the fee for the player to push a message, "recharge the offer to send !" "is a stimulating effect on these paid players. All in all, a worthwhile activity pushes the content to make the user feel as cheap as possible.

In addition to the various activity scenarios of push push time strategy is also more important point, for the game, want to get the best push effect, you need to combine the player's daily activity scene to push. In the case of commuters:

In the morning, it is difficult for the player to generate the impulse to play the game, at this time the push effect is not good; lunch break is the peak of the entertainment period, the player receives a task reminder from the game or a physical gift reminder after meals, just after the meal into the game. 3 in the afternoon is the most productive time of the day, it is not appropriate to push, at 5 to 7 near work and dinner this phase is more suitable for wake-up users The night is the time when the user is out of the work environment, more likely to generate consumption


wecloud.io- focus on Smart push


Impulse and entertainment impulse, at this time push to reduce price, activity class information, conversion rate is the highest, at the same time can improve the retention rate. Using wecloudmessage 's timed push and pass-through messages can easily push these messages to the user at a specified point in time and scene.

These basic push functions, in wecloudmessage a/b test, find a player with the highest open rate of the message can be a wide range of push, the advantage of this way is the variable is clear, the experimental effect is easy to control, but in the case of limited resources, The cost of testing is high. wecloudmessage a/b Test function can quickly filter out the test crowd, push the message after the real-time observation of the push effect, effectively reducing the developer's testing costs.

What can I do if I send a message beyond the push activity message? In fact, can also be used to do other things, to remind users of the return of the copy is good, the user also has the aesthetic fatigue, through the wecloudmessage provided through the message function, developers can push through the message in the background update reminder copy, In this way, the game's timing reminders will not be the same for players, both fresh and experience will be greatly improved.

Second, to whom?

When we talk about push, we think that the user can accept this push. In fact, as a user will also understand, if the content of the message can not resonate, the effect is really poor. What kind of content makes people more likely to resonate? This question is not a matter of content level, the question should be: What kind of user is suitable for this content? That's what we're saying, "Who's it for?" "Only message pushes that fit the group's characteristics can maximize this


wecloud.io- focus on Smart push


and user satisfaction can ultimately improve the operational metrics of our entire game, whether it's activity, retention, pay rate, or user stickiness.

For example, in the game design, to improve the difficulty of a certain level of the user in order to pass the purchase of props is a common technique. But for those who do not want to buy props, card in the level after a period of time there is a great chance to lose, through the message push, we can recover a part of the loss of users:level Four is a high level of difficulty, need propsXto pass easily and find10000The user has the following properties: Card at level four and already3days without opening the game, we can push the message to this part of the user "download appA, gift itemsX ", or: "Continuous landing3God, give the props.X ", this is a win situation, the message to the people who need it, from the user level, customs clearance game, you can continue to follow the level (of course, can also access to pay more services) to reap happiness, from the operational level, reduce the interruption to all users, improve retention rate and user stickiness.

Wecloudmessage message Push provides two forms of push, one in which the operator can Web background to send a message, the background to provide a variety of user tags, or through the access Wecloud of the API , according to the player's behavior in the game automatically send messages to the user's phone, wake up the silent user.

Third, how to push?

In addition to pushing content and objects, there is a problem-what is the best form of message push? "Day drop good gift, lucky turntable send gold coins", when the user saw this message, if the click only to start the game, then users may have questions: "Where is the activity?" "This problem is even more deadly for new users of the game, so it is necessary to click on some specified jumps after the message. Activities may be community events, in-game activities, or may be reminders of updates, as there may be several jump scenarios:

1 , open the in-game designated page directly


wecloud.io- focus on Smart push


2 , open the specified Web page 3 , pop-up window displays the active page 4 , click Download Update

In addition to these scenarios, there are a number of complex situations in which these jumps Wecloudmessage can be achieved by defining the behavior of a click-through message or by pushing rich media messages, helping the developer maximize the value of the message and give the user a better experience.

Message Presentation In addition to the open mode, one of the points to be concerned is the experience of the end user receiving a message alert. The event may be a good activity, but the player will not like to receive the right message at the wrong time, such as a sudden pop-up reminder of a game late at night, which no one would like, which is more common in message pushes across time zones, due to operator negligence, The push time is not differentiated for the time zone, resulting in a very poor user experience. Another situation is when the user just started, to send users a number of offline messages "invited you to participate inXXactivity ", these offline messages may cause the phone to vibrate constantly, can not stop at all, the impact of the greater is the activity expired but the message was issued. Providing a switch to receive a message is a relatively friendly solution, but a better solution is to focus on the timeliness of the message,Wecloudmessage, in addition to the most basic message expiration settings, the developer will automatically convert to the user's time zone at any time during the push selection, assuming the developer is in China, select8point Push Message, then users in the United States will be in the US time8point to receive the message instead of Chinese time8Point. In addition, developers can be in the background to whether each message is ringing, whether the vibration of the personalized settings, according to our own needs to configure the situation. And we will have a quiet spacing, if the player's phone is turned on, when the boot received a number of messages, within five minutes will not repeat the ringing or vibration reminders, to maximize the reduction of the push to the player's interruption, enhance the player in receiving the message when the experience, which is also indirectly improve the player retention rate.


wecloud.io- focus on Smart push


In a word, value is the core of push, every push is a user's interruption, and some articles say that daily push N article is reasonable, I think this data is meaningless. If you push a message, the user 100% get a local tyrants gold, then you push 10,000 users a day do not feel disturbed. For game message push, the most important thing is that every piece of content you push is valuable, push the most suitable content to the most suitable user at the most suitable time point, this is the core of message push, also wecloudmessage Want to help every developer do it.

Mobile game message push usage analysis

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