[Reprint] online game data explanation

For online games, you must understand this knowledge.

Online Game data explanation

Author: xinhao
Blog:Http://blog.sina.com.cn/u/1054908282? Retcode = 0

 

[Number of users-registered users] The quality of registered users in different projects is completely different. What about the authenticity of the Data Survey report when the operator gives false data? It does not understand the meaning of user quality at all.

[Online users] [maximum online users] maximum online users can be reached at a certain time.

[Active users] fraudulent figures, it must be "daily active users", "weekly active users", "monthly active users", "quarterly active users", and "active users in the last few days. The person who enters the game during this period.

[Average online time of each active user] The number of active users is mentioned above. It makes no sense if there is no such data. Every user is online for 2 minutes and will be offline immediately, what is the value of active users? Can it be equivalent to online players in just over a dozen hours?

[Average number of online players]
1. The average number of online users within 24 hours, the more intensive the data sampling time, the more accurate.

2. Each average online of different games is created by a different number of users. A good game can hold on to a large number of players for a long time.

3. If an active user is online for an average of 6 hours each time, it takes four active users to increase the average number of online users. For example, it takes only five minutes for the user to play the game each time, even if the game is very good, the number of users is 5 minutes every day, so there must be 60/5*24 = 288 active users to reach an average number of online users. It is necessary to determine whether it is easy to promote active users based on the situation, or to increase the game adhesion.

[Average online, total registered users, active users, and maximum online proportion]
Some experts once said that xxxx is 4%, xxxx is 8.7%, and so on. They may come to an online game data that can be accessed. If they do not know the conditions under which the data is generated, different products have different proportions. Precise data and proportions vary with different markets, products, channels, and services. Even the same product may have completely different data, and 1 million of users registered by others may be online. This does not mean that 30 thousand of users registered by 1 million will be online. There are too many details in various aspects, and capitalists seldom fully view the efforts made by successful entrepreneurs.

[Arpu value definition competition]
1. Some people say that the daily cost of each consumer is.
2. It is said that each active user spends a month.
3. Financial report data of Listed Companies: gross profit of products = Ping APA/arpu, or increase the number of APA or ARPU. The average number of online servers, bandwidth, customer services, and promotion costs required by operators can be used to accumulate the average online operating costs.

[Fixed charge mode Value]
Very good: 4 hairs per hour (or point card pricing) * 24 hours * 30 days = 288 yuan/month, a million online paid online games roughly earn 1000000*288, 0.288 billion million RMB per month (with many small numbers, for example, the proportion of users in the free use period leads to a decrease in actual values, the proportion of free game users leads to a decrease in real income due to various factors, and the increase in real income caused by the failure of many users to purchase point cards, channel pressure on the goods finally did not return, resulting in an increase in revenue, etc ).

[Free dynamic arpu value]
1. Most online games are learning the free model and making profits by using charged items. The size of arpu is an important indicator of survival.

2. A lot of shopaholics hear the promotion of free models. Even if the free mode data is unclear, they firmly believe that the free mode is a trend and trend. Without looking at the product data, Chen Tianqiao's item charges have been increased to an alternative charging mode. Why should I just throw hundreds of millions of time points per quarter with the flash of Ling Guang? We can see that in the past two years, it is still flawed to earn more than the free mode. At least the number of online users has not increased significantly as Shanda imagined.

[Billing system]
It is far more difficult to promote the online users of a paid game than to promote the online users of N free games. When the arpu value of the Free mode is greater than that of the Charging mode, the natural free mode is better than the charging mode.

[Promotion cost]
1. How much does it cost to promote the product.
2. In addition to capital, the labor cost and time cost should also be considered.
3. Calculate the promotion cost of each online user carefully and increase the average online price by 1.
4. In most cases, an average online arpu value is less than one average online promotion cost. If you can find a cheap promotion method to increase online, the cost is lower than the user's arpu value, do not hesitate to promote it.

[Promotion effect]
1. As a marketing personnel, they master the effectiveness data of each marketing method. How many people can see advertisement, how many target users see advertisements, how many target users are remembered, how many target users are interested, how many users are trying, and what is left behind is the product itself and the customer service. For a market, lying is not a disadvantage. It is a failure if more users cannot try the product.

2. Pay attention to the data above. Do not trust advertisers. The data you have mastered is the most authentic and will not deceive you.

3. Accurately grasp the effectiveness data of various marketing methods. I believe that you will not spend any money at will, just shoot your brains and put on some advertisements that are not suitable for cost effectiveness.

[Market potential classification]
Do not define an out-of-the-box market goal, such as how many people in the world need housing, and you are a young man with real estate ideas, you tell others what your market target is for the property of hundreds of millions of users around the world. This is meaningless. An executable goal is very important. As long as it is executable, even if it looks arrogant in the eyes of others, there is nothing to do.

[To operate online games, you must know the classification]
1. Who can be promoted directly? Hands-on or personal media)
2. What media, what to do, and how many users will try to publicize the content within your budget
3. What resources are there, what friends support and help, and what markets can you open within your budget.
4. Talents: Can you find talents and experts who are better than you to help you promote and expand the market?

[User group classification example]
1. Online Game users of your products are most likely to become your users.
2. Online Game users who promote and attract their attention
3. Search for online game users of new games everywhere
4. Users of similar online games
5. Users of heterogeneous online games

[Everyone] the above classification is not necessarily accurate and is not necessarily suitable for you. For you, the investment cost for each level is likely to be different, without Shi Yuzhu 0.2 billion, do not start to define the target user as everyone and advertise the whole country. Otherwise, the investment cost will not be paid back.

[Target market definition]
1. Everyone wants products to occupy the largest market, and the market must be classified based on the limited conditions. The current analysis stage can cover the target market.

2. The concept of ocean and blue ocean has been very popular in the past two years.

3. Accurate market positioning and market segments aim to reduce marketing promotion costs and increase the effectiveness of marketing. If you have enough promotion costs, you can naturally do more pan-media to increase your popularity and publicity.

[Traffic Loss Rate] It is easy to forget, but it is very important. It determines the important data of the game's life and death. players who are hard to pull in marketing cannot stay.
Initial traffic Loss Rate: Time required to change a user to a mature and active user
[Natural traffic Loss Rate] the natural traffic loss rate of mature and active users. The product quality and richness determine the maximum natural traffic loss rate.

1. There are many problems with the product itself, which will lead to a very high natural traffic loss rate. The product image, operation, and details are all related to the direct development of product quality.

2. Many gamers have analyzed the technology [Source: GameRes.com] of fantasy westward journey. There is no reason why the product is so high in adhesion and low in traffic loss rate. Game connotation is the most important factor, which is related to the game lifecycle. If it takes five months for a player to play all the content, five months is the life cycle of each user in online games. When the player feels that there is no playable content, he will naturally leave. Some games allow players to play for several years with new content. Some games are good but have a short life cycle. More and more games now learn to use cyclic tasks, or generate tasks immediately to increase the lifecycle.
3. Online Game Developers should not aim at playing games with simple new concepts, instead of making gimmicks. They should make full use of your technical team to achieve results, rather than blindly engaging in special results, make users happy to stay in the game.

[Customer Service] plays an important role in reducing the traffic loss rate. games without customer service will inevitably expand the traffic loss rate, and the loss rate will not be saved. Why is Shanda's first revenue used to establish a customer service center? Commercial data is to reduce the traffic loss rate.

[Online activity] temporarily increases online activity through activities (which may be new tasks, planned activities, or customer service activities) to reduce or prevent the loss of players in a short period of time.

[Natural user growth rate] an average online cost is lower than [user arpu value] * [average life cycle of each user ]. If you can continuously increase the number of users, new players entering the game will enter the snowball effect if they exceed the loss rate of the product. The investment loss rate of most products during large-scale promotion is much higher than the growth rate. Many projects soon lost the number of users after initial hypes and finally had to close down.

[Revenue potential value] a value that conflicts with the arpu value. The lower the arpu value, the larger the potential is. The higher the arpu value, the less likely the arpu value is to be generated. Some companies (websites or games that have not yet found a profit model but have a large number of users) use this as their future selling point.

[More detailed data] Do a Good Job of games not only look at results-type data, but also focus on process-oriented data for development planning.

[Example]
1. Some data tells you which part of the promotion process has the most lost users.

2. Some data can tell you which systems players like and hate. No matter whether you like it or hate it, you are not indifferent to the attitude failure. Players are indifferent to well-planned content, which is the most failed plan.

3. Some data can tell which charges are acceptable to players (although some of the charged content may always be scolded by players, a large number of users are paying every day, and some of the charges seem to be not scolded, in fact, there is no one to use, and all operations must be analyzed ).

4. Some data clearly tells you that users are paying, cheating, exploiting vulnerabilities, using plug-ins, and modifying packets. With automated data analysis technology, you can find that many players are cheating. Note that it depends on the attitude and skill capabilities and speed of the senior management. You must know that these problems have almost led to the death of a large number of games.

5. The data clearly shows you whether the game's economic system is solid, the increasing monetary rewards in the game, and whether the sale of item items causes inflation and other details.