Commercial hope of mobile social app

Say Mo also launched the first social game "Mo mo Bubble Rabbit", following the micro-letter, met began to stride on the social app game of the journey. Below sand to try to analyze the story behind this trend.

Gaming is the commercial hope of mobile social apps

When the local social application of the king of the micro-letter in August in the domestic launch of social games, the cause of the national "jet" craze, than the same as stealing food. Another two of mild social games "every day love to eliminate" and "every day Lianmong" on the first-line of the first-line iOS quickly reached the top, menacing, followed by the "Master of Rhythm" and "every day cool run", all set off the national upsurge. Then, two major applications in the social field of strangers are met and the rumors will then be cut into the field of social gaming. The pattern of a "social app+ social game" seems to be the path of hope for social apps.

For mobile social apps, membership services, pay-face and game distribution are the three main sources of profit, and game distribution is the best way to profit. Japan and South Korea's KakaoTalk and line in these three aspects (especially the game) has achieved great success. Among them, Kakao talk at the beginning of July had confirmed its game platform monthly income exceed 30 million dollars; Line core business revenue in the second quarter of this year 101 million U.S. dollars, 53% from the game consumption. Therefore, in the attractive income model, micro-letter, MO, meet the importance of social games is not surprising, social gaming has become a new trend.

Another attraction micro-letter, the stranger to cut into the game distribution of the specific reason is that mobile phone game is the most clear mobile Internet profit model, it can be said to be a cornucopia. The current domestic mobile phone game market is exploding, the industry is generally expected this year hand tour market income scale will exceed 10 billion yuan. August 28, 2013, AI Media advisory released the "2013Q2 China Mobile Gaming Market Quarterly monitoring Report" shows that 2013q2 China Mobile gaming market size reached 2.76 billion yuan, an increase of 63.3%, the chain growth of 21.1%; Mobile gaming users cumulative scale of 322 million, up 51.2% year-on-year growth of 3.2%. Revenue data and user data both grow at a high speed, with a good external environment.

User size is key to the success of a social app game strategy

Shortly after Twitter launched a social game, the first to reveal the possibility of a new 4.0 release, the main push to meet a customized version of the fun social games. By the end of August, there are rumors that the MO will join hands with the tour version of the "Jin dance group" into the field of social games, a time social games in a rush.

After sand personally experience the discovery, in the latest version of the 4.0 has indeed added a social gaming platform, but only one called "Candy Bubble" elimination class game. However, the latest version of the game is not "Jin dance troupe", but a Korean well-known game company Come2us cooperation "Mo Mo Bubble Rabbit" Classic mild game, and this game also melts into the face of the figure of the Rabbit tower, it seems to be specifically for the MO custom game.

However, the number of users will play a vital role in the success of the gaming strategy of mobile chat-type social apps. Line current user about around 230 million, Kakao Talk service user registration volume reached 100 million, micro-credit number of households exceeded 500 million. The huge user base has played a great role in the success of line, Kakao Talk and micro-letters in social games, which can be described as good timing, geographical location, people and three.

Compared to these three users are hundreds of billions of Big Brother, the number of users have exceeded 75 million, the number of users has just exceeded 20 million. In terms of the social field of strangers, the 75 million of users in the street apparently occupy a large number of advantages. Also, more than 10 million of the day active users of the street the dividend also makes its determination to enter the field of social gaming is full of self-confidence and expectations.

The essential reason for the mobile social app to plunge into the game

So, the micro-letter, the Mo and so on foot to enter the social game domain again Why? Sand thought is mainly based on the following two aspects:

1, the release of user flow dividend to promote the commercialization process

Half a year ago, sand in the article "How to look at the commercialization of micro-letters" that "when the micro-trust has 300 million users without business model, it is not so much an asset, as a liability." "As long as people with a little bit of business knowledge should be able to understand this truth, which is currently all mobile Internet products are facing a major dilemma." Therefore, the micro-letter also urgently needs to find a clear business model, when O2O experience depression after the game naturally become the best choice. (Of course, the micro-letter O2O is now hot.) October 14 heard Tencent "Cool running every day" Yong won the first month of China's income-breaking mobile games, the micro-credit social game is a huge success. In the same way, a stranger with a daily active user of 10 million should also be able to follow this wave of benefits. Encounter is relatively in the user size at a disadvantage.

2, increase the user's active degree, enhance the user stickiness

As a result of the addition of social games, micro-letters, MO Mo will play more rich, more entertainment interactive. Equivalent to the original communication, make friends on the basis of increased honor (gain respect) and self-realization of the function, this is the reason why the game attracts people, it can bring some kind of unspeakable sense of achievement. In addition, for the Stranger and the encounter, social games can make them more pro-people, so that the social interaction between strangers become more natural and comfortable. This may even awaken a group of old users and make new users more active. If the stranger, meet in the game can increase the function of gift paid gifts, so that male users can give their favorite goddess to send some special custom love props to win their hearts, then in the profit model can be more than a possible.

In short, the reality is that mobile social gaming is a trend. The business model of micro-credit social games has proven effective. It remains to be seen whether the social gaming strategy of the same social application can be successful, but the key path is certainly worth trying. I believe it will be known soon.

Author Micro-signal: Itshayan