Pay point mining ability to determine the success or failure of the game

In the second quarter of 2014, there was a sudden burst of growth in the mobile gaming market. According to the data given by the Third party Research Institute, 2014Q2 's hand Travel market has reached 7.12 billion yuan, with a growth rate of 52.8%. The rapid outbreak of hand travel is due to the social nature of mobile gaming increases the user's propensity to pay and user viscosity. And in this rapid growth behind, the hands of the practitioners should be in what manner of posture "standing in the Tuyere"? What problems will the hand travel payment platform encounter?

Pay point mining ability to determine the success or failure of the game

In recent years, many games have been lost, in the end is to dig the depth of the pay point to achieve at a single point of payment, or set up a number of pay points to constantly bring new experience to players? In addition to the "tyrants", users continue to pay for a single pay point is not much, while the vast majority of users want to pay a new point of payment, To get a different gaming experience. For a single pay point of control, some manufacturers will be at a single point of payment is not enough, do not dig the depth of a single pay point, thereby discarding the potential revenue. "Most of the time we underestimate the potential of users to pay, not users." "The ability of game makers to dig into the depth of a pay point determines how much a player's opponent is paid to travel."

However, the pay point depth is on the one hand, the pay point conversion rate is a very important point. From the player's desire for victory, into the impulse to deal with the fee, and then turn the impulse into a successful payment, in any one link too cumbersome or missing all let the pay chain break, resulting in failure to pay. The "psychological warfare" between the manufacturer and the player, playing the pay chain, has greatly increased the game's income.

Impulsive consumption relies heavily on platform convenience

According to data shows, about 40% users will be too cumbersome to pay for the process and choose to give up pay, resulting in the loss of game users and other undesirable consequences. Game recharge and other impulsive consumption relies heavily on the convenience of pay, so a simple and secure payment platform has become an important means to retain users.

"The bank's mobile end is still very inconvenient, you have to recharge in the game, the first to suspend the game, open the bank's client to pay, which also added to the message verification steps, such a long time is impulsive type of consumption can not be tolerated." A bank clerk said.

In addition, pay access is not obvious, but also caused by the loss of paid users one of the reasons. There is no obvious pay entrance in the game page, many players are hard to find, and give up paying. Impulse cannot be satisfied, is the biggest obstacle that the mobile phone game pays to encounter.

Pay giants rampant, how to break the platform?

At present, the mainstream payment platform still occupies the dominant position in the payment platform. According to the data provided by TalkingData, Alipay, Tenpay and other tripartite payments accounted for 69% of the number of transactions, UnionPay for the representative of the net silver payments accounted for 20% of the number of pens. In terms of turnover, Alipay, Tenpay and other tripartite payments accounted for 62% of the transaction amount, of which Alipay accounted for 49%, Tenpay accounted for 13%, and UnionPay for the representative of the net silver payments accounted for 25%. To Tenpay as an example of Tencent's payment platform, relying on its platform's powerful advantages, as a daily cool running, such as mainstream Tencent's game payment methods, thus owning a large number of entrances.

In the area of payment, especially in mobile payment, third party payment platform must innovate continuously in order to obtain higher market share. From the user's point of view, innovation is to optimize the payment process, enhance the payment experience; from the CP Point of view, innovation is to pay conversion rate data, is the quality of the payment service support. We also see that in recent years there have been innovations in the field of mobile payments, such as the use of sound wave payments, the use of image facial payments, Apple has launched a fingerprint based Apple Pay, part of the payment platform began in the subdivision industry plowing, such as the hand-travel industry has a number of customized payment solutions, , in addition to the bank card "one key to pay", the bill, the game point card, but also support the mobile phone white pay, that is, through the user IOU way to meet the impulse consumption of the players, but also solve the player's bank card is not around temporarily unable to pay the problem.

In any monopoly pattern, there will always be a niche area that relies on innovation to compensate for its lack of resources. And in the hands of the payment platform this payment field inside a small branch inside, who will be the next to set off the revolutionary innovation model of the "leader"? and in this mobile phone game outbreak of the year, who can occasion, and the big pay giants on an equal footing?