Lan Yue Technology Xiao Pengcheng: Single game distribution and operation

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25th, TFC Nineth session of the global Mobile game Channel Congress and Mobile Entertainment Expo Sub-Forum Hand Travel Association Research Institute Line Salon-Beijing railway station successfully held, CMGE China Hand Tour (NASDAQ:CMGE) member Enterprises LAN Yue Technology general manager Xiaopeng to attend and publish the "stand-alone game distribution and operation" keynote speech.

The following is a transcript of the speech:

Xiaopeng Cheng:

Let me introduce, we LAN Yue technology is China's hand tour of a member of the company, has been focused on stand-alone games and weak networking game products distribution and operation.

I am LAN Yue Technology general Manager Xiaopeng, today I am happy to share with you the issue and operation of stand-alone games. Since the participants these days, we are talking about heavy games, talk about online games, why do I speak single game? Because the market of single game is very big. Among all the hand tour users, 40% of the hands of the user only played a single game, 10% of the hands of the user is only played online, and the remaining 50 of the two types have played. It can be so understood that playing the hands of people 90% have played a single game, so the single game market share is very broad. Another aspect is the net game competition white-hot, one is the net swims the research and development cycle is long, the marketing cost is high, therefore the heavy net swims need to invest the cost to be much bigger than the single machine game, the stand-alone game development cycle is short, the user group is widespread, simultaneously the profit also is very good

I have counted some of the mainstream platform on the download data on a single game, stand-alone games are accounted for their overall game download amount of percent. So little friends, single game has too many opportunities.

Currently on the market in stand-alone games, which types of stand-alone game can make money? The first category is a new innovative game, easy to play, fine art, user experience is very good game, such as "Fruit Ninja", "Temple Escape", "fishing Tatsu people", such products, such as the monthly income of tens of millions of levels; The second category is the target players clear, in the mature play micro-innovation, the game has more elements and depth, easy to play games, game art refreshing, such as "Defend Radish", "burning vegetables" and so on, the monthly income of such products in tens; The third category is the mature play on micro-innovation, easy to start, fine arts, but expensive in the package small , terminal fitness wide, in some medium and small channels very good push, fully enjoy the mobile phone users demographic dividend. For example, we promote the "dug the Raiders" and so on, the monthly income of such products in 300~500 million level. In cooperation with us the third type of game development team is mostly micro-type, is generally about 5 people, one months have such water, or very cool. In addition, if you can find a good IP, combined with the second and third types, the revenue will be better.

Next I would like to share with you how we evaluate, how to select and excavate good stand-alone game?

1, find products: innovative play, or mature play micro-innovation, easy to start, to have a good picture performance, good sound effects, package size not exceeding 50M.

2, Evaluation game: the main test can play, adaptability, stability.

3. Measuring data: Pick up the game we think is good, we will let the CP access to our own Payment SDK, the payment SDK with the three operators of the SMS payment function, but the payment SDK is not a formal large-scale promotion of the use of, only for the preliminary guidance of the retention and payment situation. Real large-scale promotion, or must be connected to the three major operators of compliance payments. Also, access to our data Mining SDK. Next we will import a certain amount of testing, continuous testing, continuous product optimization. Until the data is reached we think it can be formally scaled up. The way we test this is to give CP and ourselves enough time to improve the product without having to connect to the operator and test the channel so quickly. We have their own SDK, the flow of independent services in the early product polishing, which is a big advantage for us. We for the single game products paid design or have some experience, in the product grinding will give the CP partners very good advice;

4, when the product finished grinding, we will use the fastest speed to help the CP access to the three major operators to obtain compliance payments.

5, when we are in the access operator to pay, we will start to develop a detailed marketing distribution plan.

For the marketing and distribution of stand-alone games, we have the following steps:

1, in the confirmation can be officially online after the three operators timetable, will be on the official line before the beginning of a week to start preheating work. Single game is different from online games, pre-potential time is usually more than a week ahead of time can be. Preheat we will be through to B and to C media to attract channels and users ' attention, will be refined from our product highlights and the comparison with other competing products constantly show to everyone.

2, the official test day, we will unite the three major operators, major platforms and some small and medium-sized channels, advertising alliances to carry out a centralized outbreak distribution. In the last week, we have just released a realistic style of our own research and development of the World War II theme flying shooting game "World War II Eagle", we have won the first alliance of China Mobile MM platform support, and in each major platform has given a very good position support, the same day registered users reached more than 100,000. And at present, we LAN Yue Technology of all single day game users import average of about 300,000, so with our cooperation, the amount is guaranteed.

3, the official start distribution, the next we will continue to cooperate with the CP Data Mining, user behavior analysis, and constantly adjust the product to the best pay, and then the CP with the introduction of a number of extended functions, rich play, the version of the iteration, so that the enthusiasm of the play and LTV elongated.

4, for different channels, we also have very good data monitoring, especially for a number of small and medium channels and advertising alliances, they come up with uneven volume, will lead to the quality of registered users down, we have a channel quality system, for the channel to be inferior to save excellent.

5, follow-up we will also be based on product iterations, timely introduction of some marketing activities, on the one hand to enhance the active user, will also go back to old users.

These are some of the processes and advantages of our marketing and distribution. Here we also want to say, if we in the evaluation and data testing, the data we believe that the S-class game, our marketing costs will be budgeted at 5.008 billion, and for B-class and above the single game marketing costs between 501 million.

Finally, I would like to advertise here, based on LAN Yue Technology mature product selection, evaluation and correction capabilities, strong marketing capabilities and distribution capabilities, I would like to say if you think your stand-alone game is not bad, please come to us. Thank you!