Is "Battleship Maiden" really successful or false?

Donews Game March 11 feature (journalist Rossi)

In the last half month, a new game called "Battleship Maiden", which has been hotly discussed by the industry, appeared in the top five of iOS's pay list. It's compelling, not just because it keeps the top five of the pay list for nearly 20 days, also because of its two dimensions and military attributes, as well as before the uproar of the "Ship Niang Collection" domestic servers, as well as some of the media questioned by the reference, there are media to explore it is really successful, or false success and so on ...

As a publisher of the technology, but not much entanglements, in addition to being unpredictable about the media's flickering attitude, CEO Jo (who prefers the ID as her own code name) remains excited about the results of "Ship N" (the nickname for the "Battleship Maiden"), the woman executive who wrote the manuscript personally, In the review agent operating this product day and night, still will not stop tears, including for the catharsis of toil, for the joy of success, for the support of the players thanks ...

For this product to get better results, many people attributed it to the "two-dimensional" set, but Jo believes that this setting is a double-edged sword, too early to limit and cut the user group, while the user group is a higher demand for a group of people. It is not so much a two-dimensional victory as the product itself, but a differentiated or subversive operation that makes the product successful. She also insists that in the increasingly competitive hand-travel industry, this differentiated operation will enable the issuer to hold its feet.

The product properties of the battleship Maiden

"Battleship Maiden" is a true existence, the Battle of the Battle of the warship personified into a beautiful maiden, and then the user to play the Navy Prefect, collected to form these warships beautiful maiden, and commanded them to win the Battle of the game. Because the product of the Japanese comic painting wind and two-dimensional customary theme, is defined as two-dimensional products.

But when the product was in August 2014, it was still unable to find a distributor to worry about. "Battleship Maiden" has not two times the user is difficult to understand the subject matter, at the same time the product itself play design is not the current popular mainstream play, the point of consumption is also inadequate design, too much emphasis on fairness, so that distributors and channel dealers deterred.

Two-dimensional operation of "battle Girl"

Finally this "hot potato" by the vast majority of members are two Yuan Curtilage the pie interesting technology. This is not a hot potato in the pie-tech eye. For the understanding of the two-dimensional world, pie is very clear and called the three major Japanese cult "Ship Niang Collection, Oriental Fantasy township, Lovelive" (widely two users love three IP, the first two are originally games, the other is animation, has now been expanded to other areas) of value.

The three major cults in the domestic two dimensions have a lot of fans, "Battleship Maiden" and "Ship Niang Collectiong" similar, and the latter's Japanese clothing in the domestic already have a certain user. So, in the pie-eye, "Battleship Maiden" is a "gold" that waits for the issuing company to wipe away the dust.

Market Practices: The main two sub-media access to the first group of core users

Jo introduced, send interest is through Baidu Bar, game live, some video site "Up" (video site has some fans of the content provider), as well as a number of two Yuan user distribution center constantly exposed to the first batch of users, and through the official microblogging, public number, the official forum to maintain and further expand the user base.

These users after a period of time, for product recognition, and began a large number of production can be spread of game-related topics, "stem" (interesting content) and so on two times, gradually attract more people. One of the most famous, is the homemade original cartoon platform has Yaoqi on the author of Rice, to the "Battle Girl" created four comics, won the praise of many players, and therefore attracted a lot of users.

For the two-dimensional marketing, Jo believes that the most important thing is to create/produce the core users like/resonate content, to solve this problem can only rely on the love of two yuan market personnel. The difficulty is followed by the choice of media, now a lot of promotion channels, but can enter the right to hit two yuan user channels too little.

After gaining the core user, the channel merchant also gradually saw this product ability, after also started to this product some resources recommendation, finally this kind of alternative product, also obtained some quantity from the channel. and other such as advertising and other general promotional methods that is specifically said.

Operating practices: a fair game environment and to meet the service attitude of two users

Operational aspects, "Battleship Maiden" can be described as "subversive", do not "recharge to send high combat battle ship", do not do VIP monthly system, less consumption, this is the product is not released and the channel like the important reasons. Second, is the attitude of service users, the operation team and the player to go near, and has been using two times the user's preferred attitude.

The pie is sticking to the charge because they think the two most important features of two-dimensional products, one is painting the wind, the other is fair. Two-yuan users in their eyes, is a very picky group of people, for the game and fairness have a higher pursuit, and reduce the pay has a beneficial long-term operation of the product. Although most of the current practice is to pay the front, the content of fast consumption, product life shortened.

In the introduction of service attitude, Jo is illustrated in two cases.

The first is, in the product first on-line, the system opens for one week registration, after registration closes one months, uses this one months time and the core user communicates modifies the product. Among the earliest registered users, many of the Japanese game "Ship Niang Collection" users, most of them with a look and then a good spit groove mentality, in the beginning it is also true to the "battle girl" put forward a lot of criticism and opinions, but these users are many eventually become "Battleship Maiden" Spontaneous promoter and opinion leader. One reason is that the vast majority of mobile games early on the user "predatory" too much, players are already tired of this abusive pay model, and the business model of "battle Girl" is recognised, on the other hand, the operations team treats them, listens attentively and really views the idea in the game. This attitude, but also in the official micro-blogging and public numbers and forums, operators and the official number is always "self-deprecating + small Superior" This, according to Jo is two times the most acceptable attitude of the user to close to the user.

In the second case, there was an operating accident in operation. "Battle Girl" operator in Baidu Post Bar, one to the user apology, and in the game to pay the user's recharge. The day of operation accident, at that time is "Battleship Maiden" on the line after the highest income of the day, but pay the game within the currency, but also because the product consumption point less, after the pie did not do recharge activities to stimulate consumption and recharge, a long time "beyond the means". But Jo did not regret the decision, because this matter, let the user shout "conscience operation", she felt that this matter more important, she also believes that this product life cycle will be very long.

The future of PIE

As CEO, the woman Jo is a little sentimental, excitable and moved, unlike a businessman. And the pie-fun team, indeed, there is no original game circle "big guy" background. It is probably because of this, the interesting people think that the operation of the game, not only one way. This is a kind of barrier. And in the two-dimensional accumulation of the world, is their another barrier.

Pie Fun will continue to do two meta products, and hope to intervene earlier in product development, for this they also accumulated the development phase of planning, procedures, art, at any time can be sent to these teams to help products.

Jo believes that in the future, the competition is more and more fierce, differentiated, finely differentiated, better understand the nature of the product distributors can survive.

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