Unity game 37 game Wang Ziqiang: mobile game retention is always more important than ROI, unityroi

Unity game 37 game Wang Ziqiang: mobile game retention is always more important than ROI, unityroi
Dog planing Learning Network report: Recently, at the producer Salon held by fast-track in Guangzhou, Wang Ziqiang, general manager of 37 games "volcanic lake Studio", switched from browser game vendors to mobile games, this article analyzes the differences in R & D, operation, and product development, and points out several misunderstandings and suggestions for browser games. Browser games emphasize ROI mobile games emphasize retention Wang Ziqiang pointed out that "browser games have always been the most concerned about ROI (Early Recovery). Early retention is of course also concerned, but there is still a gap compared with mobile games." The core of the web game industry is actually traffic monetization. Therefore, the Web Game operating platform requires developers to take back the cost of opening a server as soon as possible. Mobile games are not the same. They emphasize retention and retention are always more important than ROI. For example, the "island qibing" product may have a low payment rate, but the player's viscosity is high and the player's reputation is good. Therefore, major channels are still willing to promote the product. Web games and mobile games promotion methods different web games are pursuing low investment and fast recovery, while mobile games are pursuing user retention. The promotion of web games is aimed at low-cost CPA and more paying users. Therefore, in terms of promotion, web games have no need to import users, it is particularly represented by overwhelming pop-up windows and some weird advertisements. It can be said that on the PC side, as long as there is traffic, there will be web game ads. In comparison, mobile games focus more on user retention and strive to improve the player experience. Because mobile game promotion in China mainly relies on various channels, stores, operators, mobile phone hardware manufacturers, and mobile Q, they now pay more attention to the competition for users. Therefore, mobile game promotion focuses more on IP, brand, and word-of-mouth marketing. Some Misunderstandings of browser games are prone to four major mistakes when you use browser games: first, seeking for fast, because browser games need to quickly recover costs, so they will advance their payment points. Web games are greatly influenced by the traditional thinking of web games. After a mobile game, remember the rationality of the payment point settings. Too many traps and too many traps will not affect retention. Second, the depth is not enough, and there are few in-depth browser game products. This is also related to the user group of web games. The user group of web games is relatively mild players. However, mobile games are not the same. If you want to retain players, you have to worry about deep design. Third, in terms of program adaptation, browser game developers often fail to consider adaptation, memory optimization, and equipment fever. Often, half of the products suddenly discover these problems, it takes several months to optimize the underlying layer, thus affecting the development progress. Fourth, in terms of Game art, browser games are pursuing gorgeous special effects, while mobile phones are limited by factors such as devices, the scenario, action, and spell cannot be as gorgeous as possible based on the idea of web games. The package size is also an important factor affecting player download. Wang Ziqiang made the following suggestions on mobile game development in China: IP-based, from the data of major domestic platforms, IP products are stronger than non-IP products in terms of player attraction and payment ability. If your product has an IP address, and other products do not have an IP address, the channel provider may give A different level. If your product has a B-level product, you may have an IP address. Therefore, if you develop mobile games, you can use IP addresses, and you have money to use IP addresses, I suggest you use IP addresses. Essence is a step that must be taken to make domestic works. More than 10 thousand mobile game products are launched every year in China, and only a few of them can make money. If you want to differentiate yourself from competitors, you must be refined. A typical web game product can buy millions of items by itself, but it is too expensive. If it is not a high-quality product, it will not be pushed through the channel, therefore, the survival environment of mobile game CP is more difficult than web game. Serialization is also a trend. If you can make a successful product, it is best to serialize the product. It is similar to the continuous update of extreme demand vehicles, live football, or the continuous development of self-built IP addresses, for example, "Plants vs. Zombies" and "Angry Birds" have a considerable influence.