Entrepreneurial Hand Tour: all posts round once a year to sell 1.3 billion

This October, the palm of the fun technology announced 1.3 billion yuan to acquire a well-known hand tour "tower defense three" of the Beijing upstream interactive Information Technology Co. It was only 1 years since Liu Zhijun and his little friends set up the company. Now, upstream interaction is running the goal of 75 million yuan water monthly effort. How did Liu Zhijun do it? What successful experience does he have for other entrepreneurs to draw on? "entrepreneur" &i Black Horse the first time to him and his friends interviewed. In order to start a business, I almost tried all the games. I like games very much, especially stand-alone games. 2003, I began to play the game, go to the peak of the game this company, as now famous. At that time China's gaming companies, although there are dozens of, but are twenty or thirty of People's small workshop. I was operating from the background, at that time the most impressive is, in order to get a plan, we in the forum bubble, wrote more than 100 pages of the game planning program. Because of the long-term with the player together, I feel that the user's needs more understanding. After three years of operation, I went to the game as product manager, and this experience gave me a deeper understanding of social games, and then I went to Renren for game work. In Renren, the main accumulated management experience and met a bunch of passionate friends. Later, after I came out of Renren, I went to the EA Company as producer, responsible for the development, operation and promotion of EA Games in China. I am more stable personality, to start a business, must be prepared in advance. So before entrepreneurship, in addition to technology and art, the basic I have all the position over again. 2011, some of my subordinates want to start a business, come to me. I said to them, first, I can borrow money for them as the capital of entrepreneurship, and secondly, at least nine months, everyone will only lead the money to eat, or don't come out. They agreed, and I borrowed money for them to form a company, and they let me hold a 90% stake as CEO. Do a new generation of tower defense game first, we have to do the blue sea market, not the mature market. I'm a running family, and I know where the direction is. I thought that the page tour market is very competitive, but there is a blue sea has not been developed, is the tower defense game. At that time, the domestic tower defense game in fact a lot, but in the field of page travel has not. Secondly, the innovation of game developers to connect the atmosphere, to pay attention to the user experience. Tower Defense Game as a form of game has long been known to the world, many of the same quality games around the world by their own users day and night Non-stop play. But the traditional tower defense game has some congenital disadvantages, making it unsuitable for popularization. The biggest problem with tower defense game is that it is too difficult. The main operation of the classic tower defense game is to constantly build towers, so that the monster along a certain trajectory by the player built out of the tower eliminated. Tower Defense game is characterized by great changes in the game, the response to people (players) is relatively high. We have done statistics, in 2 minutes, there are generally more than 100 kinds of strategy changes, and as the game goes on, the game faster and faster, the choice of strategy is more important. However, we know that impact usersThe reason to play a game is far more than difficulty, there are more experience. When the tower defense game has only one rhythm, one pattern, the user experience is single, the rough rule not only cannot enhance the experience, may even harm the user experience. Many of the tower defense games because it is too difficult, causing many female players can not play. Our strategy is to recreate the gameplay directly according to the characteristics of the players. On the one hand, we change the way we used to build towers at the same time in the game, so that the tower existed at the beginning, and the player could focus on other skills instead of focusing on how to build the tower in the right place. On the other hand, we turn the focus of the game from building towers into a way for players to use the "generals" skills on existing maps to stop monsters. The two biggest changes are the game's strategy down to more than 10, the difficulty of the game fell. In fact, "Plants vs Zombies" is also a kind of tower defense game, it proves that the tower defense game can have a variety of varieties and play. and "Defend Radish" is, but it is through the slow down to achieve the goal of reducing the difficulty. In addition, the theme of the game is also very important. The biggest difference between the game and the movie is that the game has a play first and then a script. In order to enhance the experience, do not create cultural barriers, we directly choose three themes as the game's skin. Allows the player to have more time and interest in the relaxed and familiar cultural atmosphere to experience other elements of the game. Through these efforts, "tower defense three" currently has 50 million users. Third, the choice of promotion platform is very important. The cost of the page tour self built promotion channel is too high. We initially felt that Tencent's open platform has this advantage. On the one hand, Tencent provides a lot of free resources to let us use, to our development is helpful; On the other hand, if you do well, Tencent will give some resources to support, such as the recommended to Tencent's massive users. We released the game on the Tencent platform and soon millions of players quickly became our fans. We only pay 300,000 yuan in the development costs (that is, the company was born 5 months later), "Three Kingdoms" derived from a variety of charging methods, began to profit. This proves that we were in the right direction. We take the page tour and the hand tour as the future main direction, the page swims earns the money, also may help us to develop and the operation hand swims. Now, we are working for 75 million yuan of the monthly water. Comment on: Upstream interaction is a typical hand tour business model: According to the characteristics of the player--use debris leisure time to play page and hand tour, the mature game mode to simplify (reduce the difficulty) and the popular improvement (with the Three Kingdoms character role combination), fused into a familiar but sibuxiang things, not to educate users. Resolutely do not build channels, but the use of the giant's openness to quickly obtain users. Don't be afraid of the giant, afraid of plagiarism indeed, found that we are making money, Tencent also launched its own tower defense game. But Tencent will not directly copy, will only optimize. You do the ultimate, it has no way, it rewrite a game, the cost is too high, the cycle is too long. A few sets of games for tower defense, we basically have been groping over, Tencent micro-innovation space is very small. Second, we according to the Chinese user's custom, changed the tower to defend the game, the player plays our game, does not think this is the tower defense game, but "the Tower defend Three Kingdoms". Our unique gameplay actually teaches the user a new habit and experience. Tencent used the traditional tower defense game to rob users, and we are not in a market, even if Tencent directly apply our model, we already have a large number of users. Third, Tencent is a platform-level company, line of business long, and we at a point of death knock on the value of small. Tencent's studio is more comfortable, lost this point, it is still Tencent. We as outside the developer more desperately, Tencent although have more resources, but they developed the "tribal guard war" but not us, if they have a hand tour version, also inferior to us. After we made money, a lot of game companies began to copy our code. There is really not enough code protection in China. I have accumulated some experience in the struggle with the copycat. First, we must learn to use the pressure of public opinion, so that the copycat into the whirlpool of public opinion. Second, use the capital advantage, directly with double the price to dig out the other party copy their game of the main programmer. In this way, they can not upgrade, can not update, can not do any accumulation, only waiting to be eliminated by the market fate. Suggestions for game developers first, be sure to grasp the life cycle of their own game. Any game has its own lifecycle, so have a strategic plan. For example, the beginning of this year, "Tower defense Three Kingdoms" began to make money, I began to worry about what we have 2014 years of nothing, hurriedly developed mobile version of the "Tower Defense Three Kingdoms." Second, grasps the game the on-line rhythm. A game general flower months project, to judge good this game market space and subject matter how big. Then, in the game development to the planned 60%~70% time, will be online, and then let users and operations feedback information, repeated changes, adjusted after the big push. Third, keep up with young people's preferences, in the enterprise should have a mentoring system. The life cycle of the game industry, not the traditional industry, the demand constantly changing, not to catch up with the needs of users change, is dead. 80, the idea and 00 after the same. I started as a management post and began to replace a producer for 5 years. We need to know what more than 20-year-old young people want, to arrange for young people around the producers, and to let the producers judge the game by the standards of young people. Four, we should make the game according to local conditions. Europe and the United States have a professional game evaluation agencies, the evaluation of the play, art and so on, the fine arts, the weight is very high, the game's profitability is not valued. The domestic page swims the evaluation, the fine arts weighted score is not too high. In addition, the network game and mobile game evaluation is not the same, in the domestic, core play, marketing theme, is not enough people willing to play is more important standards.