Chen on how to spend the winter in 2015

2014, the Perfect World, NetEase, tour and other traditional end-travel manufacturers have launched the same name hand tour products into the market. After years of brand sedimentation, technology exploration, operating mode and user accumulation, in the beginning of the year, such as "Dou Sai Tour", "Tianlong eight 3D" and other phenomenon-class products appear. Recently, by the speed of the network combined with the play hall and a number of game exchange promoter, in Guangzhou organized by the game conference producer Special Salon, as in hand cp, Guangzhou Ai Feng network producer Chen talked about, the end of the company came to the small and medium hand Tour team influence, and the 2015 medium and small CP How to winter talk about their own views.

End of the tour manufacturers do hand travel advantages obvious

First of all, the end of the tour manufacturers have a strong financial support, adequate funding, and these can ensure that the game to achieve better optimization and fine arts. They have a longer test cycle, and most of the small and medium-sized team's product cycle is about six months, too long to get the product is likely to be "starved to death." End-Tour manufacturers also have a larger and more stable team to ensure the development of all aspects of progress.

Ai Feng Network Chen: The end of the tour manufacturers to enter the hands of small groups how to winter AI Wind network chen: End of the tour manufacturers into the hands of small groups how to winter

Photo: Guangzhou Ai Feng network producer Chen

Second, the end of the tour vendors in the end of the time accumulated team experience in the development process to ensure that their process is more perfect, very few products to do half because of a variety of problems on hold. At the same time, "old people with new" team composition can also be less detours, most of the small and medium-sized team are mainly young people lack of sufficient experience to guide.

Third, the end of the tour manufacturers have a relatively stable user groups, such as "World HD" and "Tianlong eight 3D" can be the front-end tour of its own players to import. They have more media resources and advocacy capabilities, and small and medium-sized teams are hard to get attention through media campaigns. Another is the accumulation of brands, manufacturers have the ability to brand their products operation, such as "sword nets" such products launched, in the brand has more than a lot of other products.

Finally, it is a unique advantage of the end-travel manufacturers. End-travel manufacturers have a mature large data analysis team, you can hand-travel data feedback real-time collation analysis, thereby more targeted to point out the deficiencies of existing products, small and medium-sized team is difficult to do. About IP can be said to be the hottest topic in recent days, end of the company's rich and powerful, large share of popular IP to further protect the revenue of its works, small and medium-sized team can spend millions to get IP, more rely on some free IP resources.

End-travel vendors intervene to improve the quality of the industry

Chen said that "there is such a large advantage of the end of the tour manufacturers come in, we first feel that the quality of the game products to improve the requirements of a step, the past can be recommended by the channel some of the games, in the end of the company's products under the impact, it is likely not to be recommended ”

Chen pointed out that the channel recommended by the manufacturer's works on the one hand because of its product quality, ability and so on, on the one hand, because the end of the manufacturer in the channel from the promotion of the channel itself is likely to bring traffic. But small and medium-sized development companies may only bring money to the channel, and the total number of players on the platform will not have an impact.

In addition, there are many places where we can learn from the intervention of the end-travel manufacturers. Because the end-travel vendors have enough research and development costs and testing cycles, they can try a lot of small teams that are afraid to go. For example, NetEase "Moba" in the introduction of the Elements of the "World HD" in the production system has been recognized by the players, which means that the hand travel element is gradually enriched by the market recognition. But the development and testing cycles of these factors are unlikely to be attempted by small and medium-sized developers. There is also the end of the tour manufacturers in the publicity strategy there is worth learning, we can see the snail "Tai Chi Panda" on the ground advertising, now hand Tour media is not like the front end of the media so much, so the hand travel propaganda more rely on channels, small and medium CP is difficult to get the channel of the big recommendation bit, These end-travel manufacturers to promote the idea of what we should learn from the place.

How to live in the face of a strong team of end players

The end of the tour manufacturers in the hands after a very strong, small and medium-sized developers in the production level to compete with them, then how do we survive?

"The first thing to do is to know what kind of production you have," Chen said. When doing a new project as carefully as possible to measure their ability to make, as far as possible, but also to consider whether we can do it, and then to see our target users, now hand tour products mainly rely on channels, the channel set the goal is to retain the next day. If we do a relatively small audience of the game, the player may only occupy one-tenth of the total player, so your secondary stay can not be too high, very easy to be eliminated by the channel; Finally, it depends on what resources we have. Many producers want to do their favorite games, but in the face of the problem of food, it is difficult to choose, had to put business in front of the dream. So now to communicate with some of the newly formed team friends, I actually do not recommend them to do innovation, would rather survive first, to survive the possibility of future development. ”

After the mobile phone game manufacturers, not only play the role of developers and distributors, they have the accumulation of long-term media, in the marketing plan when more than most external marketing companies, in the polishing of products, the recommendations of more clear and reliable, these are worthy of our small and Medium tour research and development team to learn from the place. But in their competition, we want more play "creative card", large manufacturers in decision-making and implementation is often slow, small team wins in flexible, for the market of popular game types we can quickly react to achieve reverse attack.

"Game sinks" is by the industry a number of senior producers, media people jointly launched, regular in the cities of closed-end industry products salon.