Game Hu Zhangfu: Data analysis is the key to game market growth

China Investment Network: The overall change of the company this year: is the team size expansion?　　Are there any investment and financing incidents happening? Zhang: I think the company's biggest change is that we have more team, excellent staff, in the talent and team, we have been fortunate to find some good colleagues, especially in the planning to find 6-7 very good planning, webgame game special emphasis on client performance, A developer who needs flash, there are C + + server-side developers, I think the current biggest change is the team changes, before the entrepreneurial period, our team is based on the interests of everyone gathered together, now is the actual needs of the business to find some in the industry very good talent, From the foreground to the backstage technology has the talent reserve. In addition, the company is also in the direction of a regularization, especially in the management level, including corporate culture, training, salary management system, and a year ago with a great change, now the whole company more like a formal company, with a complete company development system. Another change, is to hinder the development of the capital problem is no longer the problem, the introduction of the game Valley capital is indeed in the economic crisis when the strong backing of our enterprise support. This year, many development teams, because the problem of funding has not been developed, so we have indeed benefited from this.　　Recall a year ago, a lot of things are luck, once the product met the killer level of repression, may not be able to top up, but today our overall resistance to risk strength is greatly enhanced. China Investment Net: What are the important directions for your company to expand in the future? (Cross-platform trends, game types, etc.)　　What do you think of this change? Zhang: Cross-platform, is the direction we have always adhered to, this thing is to be done sooner or later, now the market "Ares World" has a simple version of the mobile phone, but by the terminal hardware software limitations, the current mobile phone games from the interactive game is not fun, a year ago, we have been in the concept of 3G, But from this year's development, the 3G market is slower than everyone expected, compared with a year ago, there is no obvious progress, are still in the testing phase, but this cross-platform direction, we are in the technical reserve. Especially now webgame can rank the top 5 companies, many small and medium-sized companies are also beginning to do such preparation, now a lot of games, analog business class, the three categories, leisure category have started in the mobile phone end of the layout, basically can be implemented in the Web page of the game type, can always be on the phone, In the game development everybody prepares already very much, but now the market conditions are not mature simply from the type of web game, most teams like the type of strategy, especially the early stage of the market development, the reason is very simple, most of the team's purpose is to rob money to rob users in, Imitate and copy some successful products, these are specific performance at specific stages of development, but the development of web games to this day, IWe see a breakthrough in product and technology, including the large-scale network game company, has the fund and the resources Strength development team All participates in, some game planning aspect, the technical talented person all comes in, will gradually change the market condition, the product type also will develop more and more.　　At present, we have seen the introduction of several web games, including the "paradise" such as the game technology performance is very good, now the competitive landscape changes quickly, forcing everyone to start looking for some new direction. Last year we interviewed once said that the web game will go through several stages, the first stage is Rob money stage, the second stage is to rob the market stage, the third stage is to rob the user stage, I refer to rob the user stage is to rob the current network game market users. After a year of development, I think the technology is mature, the game screen is more strong, and for the user's subdivision more detailed, we can see now for the 10-20-year-old some children's web game has been out, I think the market is not completely to rob the stage.　　The transition from the first to the second phase. When it comes to the type of game, we find that the game that does not necessarily put a lot of effort into it will certainly make a good commercial impact. But as long as the innovation point and planning to do good game, can also find their own positioning in the market, the future of the game development direction will be two direction, one is like happy net in the way "Fun Farm" This kind of game, although the up value is very low, but now prove also can make money, "Happy Farm" to everyone a good example, another aspect is toward heavy MORPG game development, in the task performance or the performance of the story than MORPG performance is better,　　Web game to do this must be in operation depth than MORPG more than a good, these two development direction I think will be successful, but do the game do not both take into account, because both the game, first of all from the user positioning is very difficult. From the growth of game users, the current is completely more than we expected, we are relying on the portal, the community to pour users, and later found that different channels can allow different users to experience the game, the most important contribution to the web game should be all types of community, Large-flow communities can bring 10 million or 20 million of logins per day for web games, from the user's development has brought a great miracle, so far, all types of Internet media enthusiasm has not been attenuated, many are doing the joint operation of web games, in addition through small and medium-sized sites to do low-cost promotion, but also bring in a lot of user volume.　　In addition, the conversion rate is also gradually improved, a year ago we choose a relatively few subjects, homogeneity is very serious, the quality of the game is not good, resulting in a very high rate of user churn, at that time almost all the game positioning is to enter the threshold low, high wastage rate. From our own network Alliance to promote the summary of the results, pushing the "hero of the Door" to the "Huashan sword" and then to "Huashan Sword 2" registered users can play to 15 level is a valid user, haveEffect conversion is 8% later we do ease of use adjustment, effective user grasp now increased to 22%, and this year to see the user's acceptance of webgame has changed. For the user positioning, we are also learning to do some user segmentation. We now find that the new game users, the game does not have too many requirements, no accumulation of cultivation, we also set up a community department, the community through the way, the user relationship precipitation down.　　We do the game, or more inclined to the game more familiar game players, our users have some Internet experience, have the experience of the game, they have a low degree of play, do not spend a lot of time to do the Novice guide, pay contributions are slightly higher.　　China Investment Net: What is the experience of the enterprise in the way of operation, and the joint operation of the community is the necessary channel? Zhang: First of all you can be sure that the joint operation with the community for the web game company is very important, for the channel, without the user's operating experience, this operation channel is worthless, if the game company has a good operating team, will let the game company's value doubled, so for the long-term development of the game company, It is important to have a good summary of the game's operating experience, especially for some users and operational data analysis. From our experience, several aspects of the experience is bound to be summed up, the 1th is to use what kind of way to find users, Web game entry threshold is relatively low, the user's turnover rate is much higher than MORPG, so we must find a valid user, in our advertising, rarely use vertical placement, We found that the marketing data accumulation will be very important, when we do data mining, we should focus on the analysis of several levels of data, one is the user retention period, such as five minutes of user churn rate? What is the user churn rate within one hours? How many levels of practice do you lose? Lost within a week, did you come back? What is the historical record of the user retention? These are all noteworthy. Another level is for users to pay for mining, all operations, pay attention to the user's pay habits and use habits, blind pursuit of users in the first number, ignoring the user's pay value is not good, because basically you will find the game user group paid users probably accounted for about 8%, Is this part of the user base to support the development of our games, it is easy to ignore their user characteristics, such as their professional habits, consumption habits and so on, 92% of users are sparring role, their symbiotic relationship is very delicate, must be very concerned about the 8% of the user from where?　　The third level, in the operation process must pay attention to the operation team and other companies within the relevant departments, such as market, technology and so on, a little attention will lead to the entire operation team collapse, internal friction loss of the majority of people's attention, these are to pay attention to solve the problem. In addition, webgame and the community itself is a symbiotic relationship, we all have a demand, we will find that this is the increase in businessValue point, so far, this joint operation, mutual promotion has been many kinds of performance. But webgame too dependent on the community, there are bottlenecks. You will find that a year ago, it was the community that robbed the product, a year later the big community has become the channel which everybody values, for the community, they are to have the business ability, has the operation, has the good product the partner to put in the front, in these aspects slightly weak some enterprise can not be able to row on the big platform, and two or three of the site user volume is not enough to support the joint operation of the game development, does not bring a certain number of users, but for game vendors, and likelier and small sites work together the workload is the same, so that new games and new game start-up team, the opportunity is relatively small. In this new market situation, the user threshold will be pulled higher, in the joint operation of the game and the community, followed by the 2:8 principle, 20% of the community contributed 80% of the revenue, so you have to find some new operating methods, in addition to some large communities with the joint operation, to find some new direction, So many game companies are also trying their own SNS, community things. But in this regard, we think that everyone should still do the best thing, like our research and development as the core of the company, focus on the game, in the community experience may not be done by the happy net, for us, SNS community is just a supplement to the business, a lot of enterprises with resource advantages are also trying some game development business, For example, the beginning of the Chinese network, thunder and so on, but their focus is still in their own business, so the future market, we will do a lot of mutual complementarity. Webgame-oriented enterprises, first of all, must have their own self-developed products, this is our core competitiveness of development. For us to control is our own products. This will firmly grasp the market competitiveness of products, funds can do market expansion, but to operate a product, a community must have a lot of experience in it. Now this industry is very small, the market is very big, the company has become very united, our "winning The Winds" also with the Shanghai nine-dimensional joint operation, now give you the deepest experience is to open up the mentality of cooperation, this cooperation will help everyone to the orderly development of the track, the giant's entry will lead to more attention to each other's cooperation.