Question and Answer game CEO Shanhu: playing games is like throwing dice

Excellent game CEO Shan Tiger Sina Technology Menghong Shanhu (pseudonym said no master), 2000 into the game industry. All the way from entrepreneur to CEO to entrepreneur (CEO of the Game of Excellence). Experienced client games, web games, and then two years ago into the mobile gaming industry. This January, Shanhu finally wait until he was in the hands of the turning point: a "My name is Mt" new product. What factors make this product, and what kind of reverse thinking? In the one-hour communication with Shanhu, we put some of the questions and answers to the following four parts: industry Sina Technology: What is the status of Hand parade? Shanhu: Early in the United States, 30,000 yuan can pull more than 200,000 of new users, equivalent to a new user 0.1 dollars. Now a new in China, basically not less than 12 dollars, high when 30, 40 yuan. To tell the truth, a lot of bad. We're under a lot of pressure. The industry is going down again, and may quickly move closer to the page. Hand tour industry more and more difficult, than the page tour, end swim faster into the era of blood, and the threshold is high, reefs and many. I personally think that the industry's great pressure will not improve, the competition may be more and more fierce. The day before yesterday with a few colleagues to eat, we generally feel that the industry threshold is too high, the opportunity cost is getting smaller and deeper. Page tour with five years to go over the end of the 10-year tour of the road, hand travel two or three years walk through the road of the page. The whole situation is likely to plummet. The problem is that the platform is too many, known as 800 platforms, each company is doing platform, which will inevitably put the cost of marketing very high. Hand tour platform should be to CP (meaning game developers) to stay high enough to share, CP will not be with the platform, there is no space to grab ads, advertising costs will not go up, there will be no "thousand Regiment War." The future hand swims in the Andorid platform, may encounter the same problem as the page swims, the CP proportion of the share is kept low, which leads to many CP crashes. This is a relatively large concern. Never put your fate in the hands of others. The field of hand-travel has changed. Early CP and Channel is divided into 73, now 55 is good, the future may fall 37, or maybe 28. Equivalent to a game total revenue of 100 dollars, CP can only get 16 dollars or less. Products are not good, even if the product NB is divided into 37 open, not NB products are 19 points. Early very general product can also do 55 split, this is the fundamental problem. The only way to solve this problem is to do it yourself, but it's a little bit less but guaranteed to be profitable. This is the choice between profit and share. We are still discussing the meeting in the morning. Because the end of the tour is their own distribution, each company is very benign. End of the research and development costs 10 million, and then hit 1 million or 2 million to buy the server, and then hit 5 million to do marketing, a total of 20 million down. This is a normal situation. And the early development cost of the page tour is 10.2 million yuan, now is 50-100Million, 2.003 billion more points. But you buy the server to 2 million or 3 million, marketing hit 5 million or 6 million, the proportion of the imbalance. The early and stronger hand travel companies will be involved in some distribution, to avoid the fate of their own completely handed to others. Otherwise it is more embarrassing, I do not want to walk to the page to swim the same tragedy, do not want this industry eventually destroyed. So the hands of the brothers should be prepared enough to prevent sudden forced to the brink. In the Android platform, we are developers + operator role, the game distributor is not our own, so advertising promotion we do not bear, we are the server to bear. But on the iOS platform we do it ourselves, but Apple does not help us advertise, may be spent 20–30% advertising fees, may be the same. Product Sina Technology: "My name is Mt" can sum up what experience? Shanhu: Our User month retention is 10%, higher than the end of the tour. I have done the end of the tour, like "Genghis Khan," the next day the retention is 55%, weeks retained 30%, the early months of retirement is 15%, the middle 18%, late 10%. Today's "My name is Mt" is better than this number, the core reason may be that the mobile phone allows users to better use the debris time. Not only our family, many games have similar good news out. A good end of the product life cycle may reach 56, and the hand tour may only half a year. Why is this happening? I always cite such an example: Why is Carrefour always a sea of crowds? The little supermarket in the train station. The absolute number of customers in both stores may be the same every day. The core reason is that when you enter Carrefour, there are too many optional things, and finally stayed for two hours. You may leave in a small supermarket in two minutes. As many people come in, if there is enough depth and wide enough content, the player will stay. The reason why the trip can live for a long time, is because the content is very large. Users just come in, one months, five months, 10 months have to stay. Also into 10,000 players, the end of a year after the tour may still have 8000, while the hands of the content of less but very high, stimulated a, but a two months later, the player has no play to go. The difference between the two is not the change in the PC platform and mobile platform. End of the more than 10-year development of the existing content thickness. If you want to change the status of the Hand tour, the best way, the first is to make the content deep, and strive to let the player stay longer, the product life cycle will be more and more long. The second is to pull more new people in, this model in the mobile phone platform to achieve better, because the mobile phone users more coverage, La Nieu is also easier. But not to focus on deepening the game content, you will be killed by others. Because other people La Nieu is not difficult, if the game is more fun than you, then you are squeezed away. Including us, many game companies are like this: do not know why success, do not know how to succeed. So we will have a failure, we should not be surprised. But I firmly believe that the game industry is still growing at a high speed, you just sit on the table to roll the dice, you will be able to throw a leopard. But most of the time eightAfter 10, you see others throw the leopard, and you do not, so get up and leave. If so, you can't throw a leopard in this life. You see a brother today is very general, the team is also very general, but it is possible to throw a leopard next, the entire court kill. Because the chance to throw a leopard is too much, just you or his problem ... So hold on to the cash flow, don't let the company fall off easily, the brothers succeed don't crash. If you want to summarize my name MT, the main point is two: 1. Find the person who can do it, don't challenge the limits of the existing team. Do not challenge the limit, the best is very easy to get things done. 2. Make the product early, the difficulty is smaller, do not think of all-inclusive. As soon as possible on-line, successive iterations. Operating Sina technology: "My name is Mt" compensation runes (disguised return) method, what is the deeper intention? Shanhu: To tell the truth, we have a drop in income, and immediately we can see that we are missing tens of thousands of dollars today. I am relatively simple to think that the game is to provide entertainment, can earn money on it, not necessarily to do a large company, almost got. One months to earn 10 million or 20 million, there is no essential difference, the company can survive. Players ask why not recharge promotions? Did I say it was necessary? And we also provide to the previous recharge of the player return. I hope players don't spend too much money. The rich hold a money field, no money to the holding of personal field. The paid player will pay, and the player who should not pay must not pay. How many pits you dig and how many players pay for it, and we don't have a player to pay if we don't dig a hole. Payment is a plan. Players See our lottery is very random, but many players are using the money we Send (runes), save a seven or eight days to smoke, no purple card also scold us. We have no intention to cultivate the payment habits of the players. If there is a "vicious" place, we are accustomed to the player, so that everyone in other games play bad. This is also related to my experience. We originally divided the game company into two groups, one is Shanghai, one is Beijing school. Beijing is good at doing numbers, Shanghai is good at making money. The same 20,000-person online game, may Beijing one months to earn 2 million, Shanghai may earn 10 million. But then the Beijing company is getting bigger and larger, Shanghai may do to do no one. Some companies have negative reputation, the agent of what the game can not earn money. I hope to earn a long time. Many operational ideas, such as the compensation runes mentioned above, are all in the way of paying for our early mistakes. After all, the company is the first time to do such a large product, but also my first time in life to do active 1.5 million of the game, the equivalent of a day 500,000 online games. Put on the end of the game may be the top ten, just make money did not end swim more. "My name is Mt" in the user ARPU value, with the end of the trip can not be compared, may be less than the end of two 0. I used to do the end of the tour, there is a player two years spent 2.8 million yuan, while the hands of the Times players spend more than 2000 yuan we all think is Big R, VIP users. We are on the apple, every day to send users more than 30 yuan, one months 100More than 0. End of a group of servers in general one day is 3000 days active, 1000 people peak, the end of the pay rate is 10%. Our group of servers, one day active users are 100,000, the rate of payment is more than 2%. I am also not willing to pull high pay rate, compared with similar games in our income must be the middle and lower levels, we have low revenue figures. The Management Sina technology: Outside has the accusation that you divide the profit to be uneven? Shanhu: Our company does have a small income brother. In the early days when there was no money, our start-up company adopted a strategy of relatively low pay and relatively moderate bonuses. The company is earning 10% bonuses-not net profit is income. But weighing tax avoidance issues, the interior prescribes a person with a maximum of 20,000 bonuses for one months. What about the rest of the money? Our company has a very high option, the establishment of the first set aside 9% options pool, then some of our partners with the future dividend, with the old shareholders to recover 13.75% of the shares, add up to a total of 22.75% of the shares, used to give employees the option. Is the money owed, all through the option issued to the employee name. That 22.75% shares belong to my part, I don't want to. Other partners are embarrassed to have more. The rest of the shares are in the hands of employees, and when they do go public, I want all of them to be rich, not some. My mentality is very good, we do things down to the company and the cause of big. I think a person should be brave to share, what is the money? I wear pants today is pirated more than 50 yuan, shoes more than 80 yuan, this dress is genuine more than 200 yuan but also old. If you want to make a thing bigger, must have to be willing, first shed after. If the money said I compare, it is really never seen what called pull. "My name is Mt" project team has two people only to do more than one year staff, a surname Wang, a surname Guo. They were paid 1500 or 2500 when they were in the job, and now they are generally 8k-10k, earning 28 months to 30 months a year. Said to do, we had a few bad products. In the early days of the miners, earning 10,005 in one months, I took out 1500 cents with everyone. Anyway, it's my principle to say that I will do it. It's nice to share the benefits. If a brother does well, but not enough money, I am very guilty, afraid of this friend Job-hopping. But enough, we should be very happy to meet, there is no complaint. If someone leaves from me, you can say that I have a problem, but you can't say that I share the spirit is not enough. On the money side, I was just. But for the listing, to be honest I'm not expecting it now. Domestic queuing and other listed enterprises are many, foreign capital environment is not good. I feel bad, and the valuation is bad, some people say we 30 million dollars, some people say 200 million dollars. I don't really care about valuations, and the company is making money now. Valuations are often for financing, and we are less eager to invest now. We do not pay attention to food and clothing, also do not need any office, advertising fee is not how to hit, less than the end of a lot of travel, the biggest money isBonuses have been sent off 5% of the shares. The capital market also belongs to the cold Ice Age, the small spring is the hand tour, but can not be tender really warmer, we pay little attention to. Companies tightening their belts, not betting on capital markets, may be much better off than spending less.