How to break out of a single hand tour?

Although the market is emphasizing the heavy hand tour, but the 2014 annual production of stand-alone games market value is still high 12 billion yuan. In a serious product homogeneity, research and development and distribution team seriously saturated in the present, how can from a large number of stand-alone research and development and distribution team break out of it, you can try the six points:

I. Market research, identifying areas of subdivision

The market is a wide range of stand-alone games, in the end how to choose the appropriate type of development? At this point to do the first step is to do a good job in the market research, at this stage the single market accounted for the top three market segments are: elimination of class, parkour category and flight shooting class. Although the elimination of the class occupies the largest share of the market, but low entry threshold, each casual game company has more than one elimination of the game, but also to eliminate the game is not easy to do, the market has "happy to eliminate music" and "Candy Legend" is difficult to transcend. And then look at running cool class, now there is "God steal milk Dad: small yellow people run", "Chongda Run", "where Dad to go", are strong IP high-quality quality games, and this three hand tour online market has been more than half a year, has gradually towards a recession. Through the analysis of the market, it can be concluded that the current stage of running cool game will be better than the elimination of class games to promote some, but the market is not immutable. Therefore, it is recommended that the developers and distributors of single game, before choosing the type of game must do a good job in the market research, to determine their own subdivision areas in order to be more effective.

Second, product positioning, good overall planning

After identifying a good subdivision area, it is necessary to carry out product positioning and planning. At this stage, research and development and distribution companies need to focus on three points:

1. Broaden your horizons to find the top products worldwide. Find a stand-alone game is not necessarily in the domestic, some foreign stand-alone games in the innovation or play maturity will be higher than the domestic, a good example is "cross the road every day" and "eliminate the stars."

2. Development and distribution of the words, to pay more attention to independent research and development. Before the launch of the product release team began to intervene in research and development, with less effort.

3. Consider strengthening IP cooperation. Can be found, the market the most fire three cool game (excluding Tencent) "God Stole Milk Dad:" Small yellow people run, "Chongda run", "where is Dad", are large IP products.

Third, product tuning, using data to speak

Rome was not built in a day, and good products were not developed in a single day. The issuer and the research and development team should communicate, adjust and optimize all aspects of the product as soon as possible. At present, the market values the three aspects of the product: suction, suction, retention. On the amount of absorption, from the introduction of IP, screen optimization, and other aspects to adjust; on the absorption of gold, you can focus on optimizing the user experience and billing system; about retention, can enrich the game play, increase the game's operating activities.

As for how to adjust the product data, you can start with the following four points:

1. Products must have a mature economic system framework to form a complete data model, which is essential for data tuning.

2. The use of independent research and development or third-party data Acquisition SDK, so you can obtain first-hand real data. There are test data to adjust the basis, otherwise all tuning is conjecture.

3. To have a quick declaration of efficiency, good operator partnership, can greatly reduce the data tuning test wait time,

4. Independent channel resources. Have a part of the independent channel resources, you can make your data testing more convenient and efficient, thus conducive to multiple data tuning.

Iv. deep excavation channels, diversified promotion

In China, the promotion of hand tour can not be bypassed is the channel. In particular, the Android channel, is a blossoming, complicated. So in the promotion must do everything, channel diversification. In addition to the Third-party application store, you can also choose the handset manufacturer's application store, Millet, Lenovo, Huawei, OPPO, VIVO, cool, gionee and so on. Second, can also choose a variety of advertising platform for in-depth cooperation, at the same time, the three major operators of the application store for stand-alone games is also a good guide to channel. Channel cooperation is not afraid of many, deep digging select to get good results. In cooperation with the channel, it is best to be in accordance with the different requirements of channels, customized different channel packages to meet the needs. At the same time, in the operation phase, for the major channels to make different channels of activities, and strive to maximize the channel to attract the corresponding users.

V. Marketing, advance the warm field fully rolled out.

Good marketing is also an essential part of the quality of the distribution, but marketing needs and timing, geography, people and combine to do the best. The so-called weather, refers to the issue of the time, can be combined with IP ontology, whether there is large-scale competition for the same period of publicity, and the geographical location refers to the market environment when the product is released, whether there is a good match with marketing events; and people and, is the marketing is to combine with products, the characteristics of fusion products to do the best marketing.

In addition to the geographical and other, hand-travel marketing also need to do two aspects: early warming and full spread. In advance of the warm field, is to do a good warm-up, before the product line, it is necessary to arouse the interest of users, in advance to gather core users, increase the average user's expectations. In the holding of the conference, at the official website, the official micro-letter, Baidu Bar and many other channels to hold the pre-download activities, increase popularity. Full spread, that is, hand-travel marketing to learn to cross the border, Pan entertainment marketing. Because the hand swims the user no longer concentrates, especially the single hand swims, any person who takes the handset may turn into the hand swims the user. Therefore, including film implantation, line online publicity, cooperation, conference cooperation, micro-BO joint publicity and other aspects of the joint marketing is also very important.

Six, deep operation, retain users to extend the life cycle!

After the product is on line, the distribution should be based on the characteristics of the product, as well as the characteristics of the corresponding channels, the product in-depth operation. Thus more long-term retention of users, the extension of product life cycle. In depth operation, can start from the following five aspects.

1. Operation activities dedicated planning, product operators responsible for the operation, so that operators the most in-depth understanding of products;

2. Different forms of different channels. The water impermanence shape, the soldier impermanence potential, does the operation should adapt to the local conditions, the different channel user must have the different operation form;

3. Operation Depth Collection products, only based on products, based on product data operation is good operation;

4. In combination with current hot issues of operation, simple for Spring Festival, Lantern Festival, Dome, Duang these operations are combined with the hot spot;

5. Have a perfect social system. Social systems are not only essential for online gaming, but they also require a perfect social system, a sense of achievement, and the joy of rewarding activities that users can share through social systems to bring more users to the game.

Summary：

Market research, product positioning, product tuning, channel digging, marketing, deep operation, do this six, single machine worry-free.