Product Pay Design

The day before yesterday, the company conducted an internal training, the following summary of training to share:

Different games have different http://www.aliyun.com/zixun/aggregation/37088.html "> user characteristics, different core play, so the pay structure is also different." The West is about all products, as operators need to care about the work.
I. Guiding
Second, grasp the key pay points
Third, user segmentation
Iv. Adjust the pay system

I. Guiding
For beginners to guide, to do 2 key points: 1 is the main player through the novice period, reduce the loss of novice, 2 is the introduction of core play.

The selling point of the product is its core play, so let the player understand and experience the core play as early as possible.

Players are directed to the core play to pay, so the core player is communicated in place, pay has a direct impact.

Second, grasp the core pay point

Each game pays a lot of points, but there are a few pay points for most of the income, these pay points at any stage of the game is a revenue focus, these pay points must have a direct impact on the core play, these are the core of the pay point.

All players will have this question: why pay?

The best way to answer the question is to make a comparison that allows the player to personally feel the gap between paying and not paying. Let paid players have a clear sense of superiority, so that the non-paying players clearly feel the difference between the paid players and themselves.

Core pay points are the ones that need to be sustained and highly focused:

On the whole, the proportion of the key payment points to the total consumption;

Broken down to see these core pay points, players in different consumption amount of distribution;

The payment of the players at these pay points (you can tell if the pay points are recognized by the player).

Third, user segmentation

No one will buy the diamonds in the slums.

Pay is not planning, but users, so users also need to focus on analysis.

Who is the target user group for the game? (age is directly related to the ability to pay)

How about the player's income? How much money do you spend each month playing games and other entertainment?

(Real case: A rich man spends 500,000 a month on bars and nightclubs before playing our product, and the rest is spent on games since we played our game.) So the cost of the user in the leisure and entertainment is basically stable, just spend it in different places.

How are users of different pay lines distributed, and are they expected to match?

Do the pay points in the game (especially the core pay points) match the player's ability to pay?

Iv. Adjustment

The data reflects the consumer behavior of the player, if the player's consumption behavior changes, this change does not meet our expectations, we must find the cause of change, and then solve.

Note！ Do not wait until consumption has fallen sharply and then start to adjust, in the consumption structure or the player's consumption behavior changes in the process will begin to adjust, late the consequences are very serious. (SLG general one-quarter adjustment, RPG or other games better, adjust about half a year)

Functional adjustment: If paid players do not accept the payment point, the proportion of consumption between the contraction will be adjusted. If the users in these consumption points have been put on the roll after the user no longer input, indicating that the feeling of pay points is not good, need to make adjustments in the specific functions.

Numerical adjustment: Through the player's consumption level to deal with the cost point adjustment to adapt to the player's consumption capacity.

Phased operation: The same pay point to earn money at all levels of players (see details of the previous stage of Operation training PPT)

Version update: Landscape (new feature) or vertical (same feature depth mining) content Update

In the final analysis, we are not adjusting the game, but adjust the players pay feelings! Players pay for their feelings, not because of how scientifically your system is ...

Summary：

The game's core play determines where you pay the main from, whether the player paid is because the player's pay feel, pay let the player feel the gap, because of this gap, the player chose to pay.

If some pay points do not allow the player to feel the continued advantage, then the player will give up the pay, so let the player in the sense of a significant gap between the player to pay. The core pay should allow players to feel a lasting sense of superiority, if the core pay of superiority is short-lived, it is necessary to quickly adjust.

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