iOS mobile game Brush List of sleepy: 80% brush Top50 completely controlled

Donews Game December 14 feature (reporter Sun Yongli)

Developer Xiao Wu is a little worried this time. Poured into the team for several months of painstaking products will be landed on the app store, he was delighted with the future of the product is worried and confused. He did not want to brush the list, but worried that users could not see their products, want to paint the list, promotion costs to their small team added a lot of pressure.

It has been pointed out that the Apple App Store in China, the list has been a false, domestic mobile game developers in 1 years time, occasionally brush the list, development to not brush not, attracted the industry, especially the small and medium-sized development team of a curse. What lures developers? Does everyone who brushes the list earn money? What bad effects does it bring? Is there any chance of breakout? The Donews game has found some answers through interviews with several industry insiders.

80% Brush climbing List not brush

If you list the key hot words of the Apple mobile game market this year, "Brush list" I am afraid to top. Stone Interactive CEO Wu Gang recently summed up the 2012-year tour of the market, and did not publish the views of the product, but poured ink on the brush list problem. According to Wu Gang's description, in a year, the brush list has been from just the beginning, everyone brushes, to not brush, and some brush list company has been busy when unable to take orders, the final brush list cost straight up.

Not long ago, progressive think of the CEO Tang Zhongning also told reporters that the game in Top100, 80% by the brush list climb. What is more, some industry insiders revealed that some game manufacturers even some developers even formed their own brush list team. On Sina Weibo, there is also the "App Store Brush List", which attracts more than 8,700 fans. According to industry insiders said, the source of the brush list is indeed overseas, but the popularity and degree are less than domestic.

Reluctant to disclose the name of mobile game manufacturers said that the list of people have a small group of obscure, but also some star companies, even the industry boss. There are rumors that a few big brush list has been divided into the store's brush list, from the list to the weekly point of time allocated in good order.

Relatively simple and low-cost options

Many developers have told reporters that while there are plenty of jailbreak devices on the market, Apple's official App Store is still the best channel for iOS developers. According to the familiar mobile application promotion Micro Cloud Zhang Lixi analysis, the brush list results in fast, the cost is relatively few. "For example, advertising, the CPC's one cost to 2~5 angle, if it is more expensive to buy ads, the brush list at least can guarantee location." He also pointed out that the prison escape channel, such as 91, the location has been very tense. "It is said that the advertisement should be booked 1 months in advance and only 8 days in one months." ”

Another senior personage agrees with this analysis. He believes that, compared with the brush list, relying on traditional promotional methods, such as hard advertising, the cost of spending may be 100 times times higher or even dozens of times times, which is one of the reasons for everyone. If the use of parallel imports of brush machine, the cost is not low.

In addition to this interest-driven, there are other purposes to brush the list. On the Apple list, some games are not how to make money, but are still in the brush list. Some of the big guys may be motivated by their own considerations, or pressured by the board to perform, or in the interest of investors, the people said.

Other people who make the channel believe that the Chinese market to do Third-party communications and promotional services companies have a keen sense of smell, easy to bias more extreme, but also caused the current iOS platform game One of the reasons for the dilemma.

Destruction of ecology, developers stranded users disturbed

Recently, there is a joke in the industry circulated: if you want to see genuine new products, directly from the Top51 look. The growing trend of the brush list, not only the new product lost exposure opportunities, entrepreneurial team into trouble. On the other hand, it will also affect the user experience.

Wu Gang has publicly said that now the new product exposure is zero, developers have to do what they are not good at advertising and publicity. Others pointed out that the brush list is tantamount to the abolition of martial arts, the cost of the brush list will become the elimination of their own ammunition. It has been rumored that the price of the CPA, which brings real downloads, has been raised to 4 yuan/a.

Reporter from a brush list company learned that the lowest price of Top200 for 2500 yuan per day, Top100 for 4500 yuan, Top50 is 10,000 yuan, if the choice of weekend brush list, the price will be raised 10%,TOP10 or top three already reached tens of thousands of yuan. In the "Everybody Brushes" environment, not only the price rises, after a single brush list on the list to stay longer and shorter. The final outcome, or will be such as Wu Gang refers to, "like many of our city crossroads, without the traffic lights, everyone wants to rush past, and finally everyone can not pass." ”

From the user's point of view, the brush out of the Apple list will be difficult to find a real good product, gradually lose the reference meaning. "Those things on the app store" have said that girls who have been on a business trip to the neighboring seats complained about the game on the Apple list.

There are risks in the brush list, do not follow blindly

In order to cope with the brush list, Apple has adjusted the algorithm several times, but only for a period of time. According to people familiar with the matter, also never see a paragraph due to the brush list by Apple under the shelf. Although Apple is powerless or does not intend to ban the list, but the brush list is not without risk, especially for blindly follow the brush list.

Insiders told reporters that the brush list also has a lot of skills, such as the choice of time point, how the table, how to integrate with other promotional means, and even how to avoid being found.

In Magicbone's Li Zhihong, if a game with the purpose of profit to brush the list, first of all to ensure the quality of the game, while ARPU value to support the cost of the brush list. "Most people, especially the small developers who are confused by the industry's public opinion and ethos, are wrong about their own strength, and they fall down and have no meaning." ”

Progressive think of the CEO Tang Zhongning pointed out that the brush list of users and the normal promotion of the effective users are not the same, so the brush list can not bring practical benefits. Moreover, for small companies, no matter how the brush can not spell the top of the list of the big guy.

Other options outside the list

In addition to the brush list, others are expanding other ways of promotion. At present, some of these methods may not be able to move to the table, and some in the non-mainstream position, but perhaps the real industrial ecology can play a positive role in the promotion of the way to go further.

In addition to Apple's official App Store, the domestic iOS jailbreak market has been favored by developers as nearly half of the country's Apple equipment escapes. For example, occupy a large market share of 91 platform. Many developers have chosen to test their products first in 91, followed by Apple's official App Store.

Tang Zhongning selected a combination of social media, cross promotion and limited activity. According to him, their new product, "eggs and rattan" and some of the industry has credibility of the site to do free limited promotional activities, but also found the opinion leader of the micro-broad to experience, and other applications do cross promotion. Such a round of promotion can cover one week time, and cost control within 80,000, is a cost-effective way.

Li Zhihong's approach is to bypass the China list, products directly to the European and American markets. However, he also cautioned that foreign markets have a certain degree of difficulty, the first is the high quality of the game, the second people do not understand the European and American culture, and the overseas market promotion costs higher.

How to deal with the problem of the already normalized brush list, especially for the little developers who follow blindly, "the App Store brushes the list of those things" gives a positive attitude, and the return of the brush or brush can not afford a sentence of "Nine Yang Magic" in a passage: ' He strong by him, the wind swept the hills. He transverse to him, the moon shines the river. He has come to his own evil, and I am so full of breath. ' (end)