Honeycomb game: Make excellent products stand out

Article | Our correspondent Du Min

How to make a mobile phone game stand out in the tens of thousands of games in the era when hand-tour manufacturers have sprung up? When a lot of hand tour developers still believe that the product for the king, "good wine is not afraid of the alley deep", the hive game but think the game also needs good operation. "With the growing sophistication of the mobile gaming industry, the past is the time to conquer the world by product quality." "In the eyes of Hive game CEO Wei, the current mobile game needs to be supported by marketing, branding, channel promotion and customer service systems to be successful," he said.

Honeycomb game is northern latitude communications (002148, shares bar) under the mobile phone game brand, as the first listed mobile internet companies, latitude communications covers the mobile internet 2G, 2.5G to 3G of all lines of business, mobile gaming is its most important product line. 2012, with the rapid development of mobile games, north latitude communication in the field of mobile phone online full force, the launch of the Hive game.

Honeycomb game is located in the publication and distribution of boutique mobile games. "We pay special attention to the quality of the product itself, good products are the basis for opening the market, but also more easily recognized by the players." "In Wei's opinion, the simplest criterion for quality is whether it can be" the most recognized product by the player. "But Wei also said that for the beginning of the mobile game, what kind of game is really the mobile end of the boutique has yet to be explored."

At present, the honeycomb game in the selection of games not only from the product itself to consider the characteristics of the game products in each dimension of the pros and cons, but also from the hardware configuration, operating experience and other aspects of a comprehensive evaluation of a product. "Some of the big productions may be in the market Waterloo, and some small games may be inspired by a great idea." "It's a very prudent thing to pick a product," Wei said.

One of the most popular games for smartphone users today is the "Big Masters", a representative of the Hive game. Honeycomb game as the "Big Master" domestic Android version of the exclusive agent distributor, starting from September 17, 2012, a few months later, the "Big Master" Android version of the monthly revenue has exceeded tens of millions of levels, but also continued to grow, and its user retention rate is basically kept above 50%. Today, the Honeycomb game operation of the mobile games in addition to the "Big masters", there are "Crazy Castle", "Doomsday Light" and "Red Feather Light" and other products. 2013, the hive game will also have 5-6 games to launch.

Wei said that the hive game for a product operation from the product development phase began. In product development, the Honeycomb game provides full service of operation, promotion, channel and business support to help the team to improve their products.

At present, the hive has more than 500 domestic channels, covering most of the Android and iOS channels. Through a variety of ways to promote the combination of products can be quickly to market. In the country's extremely fragmented Android channel, honeycomb games can help developers cover as many users as possible with minimal effort. For different types of products, the honeycomb will also adopt targeted promotional methods, from the type of products, experience, terminals and other aspects of comprehensive consideration of the most appropriate promotional means.

At the same time, the Honeycomb game also provides game developers with a variety of capital cooperation methods, including prepaid, cooperative investment and so on. "Previously, mobile gaming more rely on online and channel resources to promote, now we want to accommodate advertising, the surrounding extension system." In addition, as a mobile gaming publishers and distribution platform, a sound operational support system is extremely important. At present, the honeycomb game covers three key points of mobile games, including: User unified management Platform, mobile gaming platform, unified payment system.

For the future, Wei said that the honeycomb game in 2013 will continue to adhere to the development of fine products, in both the research and agents at the same time exerting force. "Of course, the hive game is based on agency operations as the main business, accounting for the largest share of research and development business is ancillary." ”