About game Operation

When I was just a code farmer, I couldn't tell the difference between the market and the operation. I thought these guys should be on a regular business trip and have a great deal of social activity. Later, with the development of the project, we also came into contact with full-time operators. At that time, I felt like this was an event plan. I had a few small activities during the holidays. The other time was to feedback the player's bug and change it for us. More projects were created later, especially after the failure of game X, which gave us a deep understanding of the importance of operation. This is no longer an age of wine and passion. There is no proper operation method for good products. It is accidental to get angry.

I will briefly describe my understanding of game operations. I hope you can correct me if the descriptions are inaccurate or inappropriate.

Game operations play different roles and work in different product lifecycles.

 

I. Product initiation period

 

Provide operation data related to similar games for project establishment. Assists producers in dividing target user groups, determining business operation modes, and planning game operation time points. Assists producers in determining the product's economic system.

Common problems during project initiation include:

1. The advantages and disadvantages of products of the same type are not fully studied. The product positioning is vague or too many overlapping products, and the product lacks a competitive advantage. Adjusting the product content in the future will lead to a ticket jump, or it is more difficult to operate and promote the market later.

2. The target user group does not understand and the business operation model is not clear. As a result, the product design does not have a clear direction, laying the foundation for product ticketing and operation failure.

3. If you have no plans, you need to be patient with long-term battles and be lucky to hit the shit.

 

Ii. Product Development Period

 

Always pay attention to the operation status of the Competition target, and provide a lead test for product design. Works with the producer to revise design and operation plans to avoid closed doors. The benchmark is used to evaluate the product at various stages, and provides the benchmark opinion for product design.

Common problems during project initiation include:

1. I am not aware of the changes in the market and competitors, and have not made any targeted development adjustments. When the product goes online, I find that it is outdated.

2. operation is more confident than others. How can I make money? I can communicate with other projects with my own operation philosophy and experience, all product issues that may affect operating income.

 

3. Product Import Period

The product import period includes both inner and inner regions. During this period, the main responsibility of operations is to understand product deficiencies, collect and feedback game bugs and defects, mine players' real cognition and feelings about the product, and provide public opinion guidance for the testing team.

　　The following are common problems during the import period:
1. Insufficient guidance leads players to lose their game goals.
2. It is difficult to get started. It is mainly about task guidance, which leads to the disappointment and loss of players.
3. Gaming bugs are objectionable to players.

4. the boring preliminary game plot tasks lead to the loss of a large number of players in the early stage.

5. The benefits of paying users and non-paying users are seriously unbalanced, undermining the game ecosystem.

6. Unreasonable economic system settings cause players to think the game is very dark and cause loss.

7. The setting of charging points and the launch time of income items are unreasonable, and the players' payment capabilities are not fully explored.
　　Operation activities and work
Collect and analyze player loss, player behavior, players' opinions, usage of major toll points, and use the data to improve products and design activities.
Prepare adjustments or new gameplay (including task and reward adjustments) for the project ). You can add these gameplay methods to the game separately in the form of activities, actively collect player feedback during the activity, and improve the gameplay deficiencies. Then, report the project, and update it in the new version number. (For early trial)
From the perspective of player growth, discover the deficiencies in guidance and Gameplay in the game. Provides feasible suggestions for game improvement.

Iv. Product Growth Period

The basic feature of the product growth period is that the market promotion is strong, the number of users to import is large, and the service opening speed is fast.
　　Thoughts on activities
1. Strengthen new player guidance. New gamers can be offered with gift packs, online gift packs, and other activities to improve online and login data for new gamers.
2. Combine large-scale festivals, plan a wide range of activities, and enrich gameplay. It combines games with festivals to improve the sense of game substitution.
3. Promote gameplay to enable new gamers to seek attention from various systems in the game. (Mainly in the early stages of the game)
4. Understand players' needs and focus on operational data. Discover game deficiencies through data (objective) and player demand (subjective.

V. Product Maturity

When the product is mature, players are already in touch with all the features and gameplay of the game. There is a huge user base. Data is relatively stable but fluctuating.
　　Thoughts on activities
1. Various types of activities, rich gameplay, and stable online.
2. improve competition among players through activities, such as rankings, gang fights, and martial arts battles, motivate players to compete and interact, and indirectly increase payments.
3. Understand gameplay requirements, promptly report to the project team, and actively cooperate with the development of new game versions. By continuously introducing new version numbers, we can extend the game's maturity.

Vi. Product recession

During the product recession, the user traffic loss rate is high. This stage is more complex than growth, and there are many reasons for the decline. How to pull it back from the recession to a stable period or to the long-term growth, to test the true operation skills.

Thoughts on activities

1. The activity frequency and intensity increase. The main purpose of the operation activity is to keep players logged on and online.

2. Explore the real causes of user loss or revenue reduction to develop an activity plan.

3. strengthen marketing, import new users, and increase retention and payment conversion for new users.

 

About game Operation