Distribution and operation of Playphone-Tour in North American market

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October 18 afternoon, the top network organization mobile phone game peers in Beijing held "above sharing lesson mobile phone game North American market launch and Operation promotion Meeting", PLAYPHONEVP general manager Hu Weiping to make speakers, share dry goods.

Host：

Below we invite the United States Playphone vice President, and Asia Branch general manager, long-term in the field of wireless communications, has worked in Motorola, France, Alcatel and other international companies, has participated in the construction of China's wireless communication network and witnessed its development, Mr. Hu joined the Playphone company in 2009 to develop Asian business and set up Playphone Beijing Limited to provide wireless English entertainment services to China, Singapore, Australia, Japan, Korea, Malaysia and other countries. Playphone launched the smartphone gaming business in 2011 and set up a representative office in Beijing to act as an agent for Asian mobile games overseas.

Below we welcome Hu always for us to share the handset game in North America's distribution and the operation.

Hu Weiping:

So what I'm going to share with you today is the American mobile gaming market and the opportunity to bring our Chinese developers. Let me introduce the American game market first.

The American game market in terms of what we Chinese say, I think it can be said to be the free world of mobile games, so why do you say that? I think this is a few of the features of the American market.

1th, as mentioned earlier, the market is very inclusive, it can be said to be eclectic, all products can be exchanged in this market, and developed. One of its characteristics is the openness of the market, which has no market in the global market comparable to that of the United States, whether it is Japan or Europe, or other markets in the Asia-Pacific region, including the Chinese market, without the openness of the US market, which is to say, No matter what kind of developer you are, no matter what products you bring, big or small, personal or group, the U.S. market is welcome.

The reflection of this diversity is that the United States itself is a country of immigration, so his users come from different cultural backgrounds, right? Problem tradition, so he is very good with the diversity of the market, no matter what type of game you develop, you can find a place in the U.S. market.

Of course, as a market, its commercialization is certainly the most important, this is also the most concerned about, I think we all understand that the U.S. market is also the highest degree of commercialization in the world, for game developers speaking so much, the most concerned about the issue of course is this market I can profit? So we think in the U.S. market, its profitability just from the introduction of Chenlina you also see that the United States in many indicators are the first. Where do we say the U.S. market is good?

U.S. market development income high, fast growth, we have a chart here you can see, the left is the U.S. market, the right is the Japanese market, the middle of the Chinese market. So from this place you can see that the income of the Chinese market and the income of the American market is not a level, and according to the development forecast, the US market will surpass Japan to get the first place in the next three years, this is no problem.

The second is where is the market? It's a huge number of players. According to the data we now know, the United States has more than 100 million gamers, what is this concept? The United States has 300 million of mobile phone users, his population is 300 million, that is, a mobile phone, then in this one-third people have played mobile games.

Another feature I think we all know, is that the U.S. mobile phone users pay habits are very good, this and our Chinese users can not be compared. From this point of view, when we design the game, we can intelligently design your billing link, American users will pay you all the necessary income.

The third feature is its high user viscosity, so let's look at the data here, according to our statistics, 59% of users who have used mobile terminals have played the game, and in this game users, we see him every month to play at least one, this I do not know how China's data, so I can not do comparisons.

Finally, we would like to talk about the trend of free value-added games in the market, which has gone beyond what we used to know like downloading fees or ordering, which reflects the current situation in the U.S. market.

So how do we go about facing such a good market? I think that is to say, the question that should be grasped before this opportunity.

Just now we have seen the benefits of the U.S. market, for game developers he has two options. One is to be able to go alone, the other is that we can talk about the use of professional cooperation, the professional distribution company, which is the purpose of Playphone came to China, we hope to have the opportunity to work with Chinese game developers, through our cooperation to provide you with the services you need, So that developers can put their focus on the game developers, and the overseas issue of the task, to professional firms, like Playphone such a distribution company to do, can play a multiplier effect.

With the market, we think you want to go to this market, that must bring products to go, so we look at my second topic, is talking about how to enter the game.

This playphone is different from the previous two guests, so in the process of dealing with users, the most frequently asked question is, what kind of game will be successful, can my game get a foothold in the American market? So we're not experts in this area, Only a point of reference can be made from the point of view of distribution and operation.

We found that all games, if you are successful in the U.S. market, have a common denominator, that is, it has excellent game design. This excellent game design, I think I do not need to say too much, just started Bao has been told a lot about the game design above considerations.

And what I want to say is, a game to be popular in the United States, in addition to the game design itself, there are many other essential factors, then the game developers in the design, but also to consider, which includes your game to pass through what channel, through what kind of platform hair, is it? How to go on this market, This aspect of your game design, including your game design, such as your billing link, your degree of commercialization, how you attract the portal to the goals you want to achieve, are all considered in your game design.

Another thing about the high profit game is that it must have a simple start or simple fun, not too complicated. We Chinese games, especially online games I have seen a lot, I found that many are indeed more responsible. Including the rules of Play, guide you have to look at a half-day, this thing is not acceptable to American users. The first three minutes you can't get the user started. So this will give us a Chinese game developers to provide a reference, that is, you are in the design of the game, the beginning must not make complex, so that users easy to start and then gradually, of course, challenge the players, and constantly let users inspire the desire to play, This is a fundamental goal for us to achieve long-term profitability.

In the United States, we say actually it is a so-called 3S concept, for a game. The first S is the service, which means that the product you provide is a service that satisfies the user's entertainment needs, and this service makes the user feel good, not an imposition on you. Another is that you allow users to play the game in the process, but also with friends or family members to communicate, he needs social functions. With such a 3S function, your game has a basic.

At the same time, there is a Chinese people do not like what when is what, I was a high salary or what kind of, this is not comfortable, in the United States, you do not design your billing link or design your game flow, when you attract users, to make him feel natural, feel that he himself in the choice, in the entry, Instead of being pushed by someone else. With these elements in hand, I think we can design a better game and have the hope of making a profit in America.

After we talked about the product, we talked about the market, and now we see how you're going to get there. So we as a professional distributor, of course, we are here to say that we hope that users can consider the use of cooperation with professional companies, of course, your self-release that is also no problem, that is another area of discussion. So here's what I'm going to say about how we choose your partner as a way to consider going overseas to adopt a partner.

Here I want to introduce our own company, is Playphone, we think we can be everyone to the United States market the best partner, Playphone is a Native American company headquartered in the United States of California Silicon Valley, in the world we in 6 countries, the United Kingdom, Ukraine, Japan, China, Brazil, Argentina have branches, our coverage includes 1 billion of mobile phone users, including 200 million smartphone users, and we also have 35 million pay user groups. Playphone as a developer, his advantage, I think especially to the United States, the most important is our core advantage is that we are from a local distributor, and this is with the overseas game developers to China, he must find our Chinese distributors to cooperate, This means that because the local distributor, he accounted for the weather, geography and people and, this is playphone incomparable advantages.

In addition, we think that a publisher, you have to have a strong platform to support your service, that is, you can provide your developer partners with a variety of distribution tools and this release support. At the same time you have a lot of this quality channel, just now we talked about in addition to the traditional these, you say like this App store, the application shop, we and the United States of Facebook, this is not only the largest community network in the United States, it is also the world's largest, we have with his account Everyone can share all the resources, this will give you the user's exposure rate provides a very good convenience.

At the same time we have a unique carrier resources, this is not the same as other distributors, as the U.S. local operators, we and all the four major operators in the United States have a one-to-one partnership, is our game to their platform, is not need to test and do not need testing, I can directly release, I can go up as soon as I pass. So the operator offered me a one-click Billing method, and you could choose to put your game on your phone or in another place, this is something that many operators can't do, and the game publishers can't do that, and maybe we can go through a third party to the U.S. network, but we're one-on-one, The cost will be reduced for all game distributors.

So about the most important part of customer service, we say that we give our own evaluation is the operator level, why do you think so? Because the largest operator in the United States, we have an exclusive cooperation agreement with him, that is, his mobile gaming platform is provided by Playphone Management, operation and maintenance, All need to go through this platform to hundreds of millions of users in front of the game, must be done through playphone, so we say we have a carrier level platform and service, all customer service is we do.

So Playphone to provide services, we say is a one-stop, the so-called full set of services, that is, developers you just concentrate on your game development, you do not have to consider all the issues encountered in the middle of the issue, Playphone only need you to the game and our system to do an integration, We can let you enjoy all the distribution services, including from your game quality test to the online after the promotion, operations, to give you feedback, let you constantly hostile game to modify, improve its performance, so as to obtain your resources to maximize, and to obtain the benefits you deserve, We are also responsible for including the provision of all billing channels, we provide the billing channel, can be said to be the most comprehensive in the world, no matter what the billing channel, in Playphone can do.

The specific process of our release it is a way we call the trilogy, for example, when the game comes we will be tested. In the second stage, we will make an adjustment that will expand the scope of the distribution, and then make a final adjustment before the business operation. After business operation we will be normal feedback and constantly updated to help the game makers adjust your operations strategy, improve your game performance, to maximize the benefits.

These different colors are equivalent at every stage of our design of the market, is to tie in with different stages, we use different marketing activities, whether it is through the mobile phone banner of the way to promote, or to do some promotion on the web, as well as through such as community networks, will be based on your game to make a comprehensive consideration.

Playphone himself also has a brand of his own game, we call PSGN, this one can look, this demo is a Web page performance, and the performance on the phone, the bottom is on the phone to see, you see there is a big p, our own brand in the Android, Goopleplay , as well as the iphone on the App store can be downloaded, interested developers can download a look, we release all the games above all friends list, including the name of the game, exploiting the number of games to play, you can see all of your situation.

So what did we just mention? A good distributor, must have a strong platform support, as Playphone, our platform has a lot of characteristics for you to introduce.

The first is that you see the red color description is a community integration function, this function of the platform, the so-called traditional and standard is not mentioned, we mention here is that we and the United States, such as Facebook, using the so-called account interoperability, can be resources to share such functions, This is very different from other places.

The second feature is that your game is discovered and personalized, this is like I just mentioned, because Playphone and the global operators have a lot of relationship, so in addition to the traditional way, our platform also supports can be promoted through the operator, the game to the hundreds of millions of users.

In respect of billing or charging, our platform is not only to support the most comprehensive billing program, we also launched a more practical we call it, but for the vast number of developers, will be very useful for the so-called marketing tool, that is, from its initials, this function we will do some specific introduction, will give developers a number of different views.

Regarding the platform this oneself function, Playphone has the formidable so-called supports many people to fight, as well as the Cross-platform play together the game such one function, this function is also at present many platforms are not able to provide. So some features can be used for reference.

Now I would like to introduce what we have just mentioned the so-called comprehensive innovation from the operating tools, just now we talked about, the game after the online, how to play according to the performance of the game and customer feedback, the game is constantly adjusted to the developers is a challenge. Every time you see one, say you design a new activity, and then you release it, what if the market isn't doing well? You have to replace it, some new marketing activities or new ways to communicate with users, at this time I think developers have experience, is that you must play the game? Do it again, Add this function and then send it again, right? Playphone provides this thing at its core is that we provide a tool that allows developers to set up what we call the dynamic contact point in the game's process, where you can design what you want to talk to your users and what users need to see. Let the user do what you are guided to do, All of these things can be done offline, do not need to take the game to be modified to put up again, without trouble, so from the cost, save and developer time and total cost.

So how does he work? As I said, the first thing he has to do is to say that you just have to configure it according to the idea of the campaign you want. This configuration is to fill out a table, from our game, we can add a code through our SDK, and he can include, for example, your game store screen, the page, and then each time the user enters, you add an interactive link, or when you encourage users to buy, What circumstances do you think this time should encourage users to buy, let him speed up the game process, then you can cross the promotion of your brand, through this promotion to do your new game preheating, you can also do that, like a daily gift package.

We hope to provide developers with a choice to enable Chinese game developers to enter the first-class open market, can join hands with first-class partners, but also to your first-class quality users, thank you.