Rochuan: Providing benefits for development by understanding the nature of the game

Application CEO Rochuan

News and Information January 11, 2013, the 2013 Global Mobile Games Annual Conference and Channel List Awards ceremony held in Beijing Jing Instrument Hotel. This conference revolves around "move, game, channel, rank" This series of keywords launches the discussion, and with "channel how to make money for the game enterprise?" "As an important issue, we invite industry experts and professionals to discuss further." Application CEO Rochuan a keynote speech.

By understanding the nature of the game, by making full use of the efficiency of the channel, Rochuan says, it can help developers to take fewer detours when they enter the game, or that the same development costs can be more effective.

The following is a transcript of the speech:

Rochuan: All the CEOs have just shared a lot of data, I am not here to share the data with you, especially the TalkingData data is very detailed, I would like to give you here to share the game players, the type of game, the type of developers and channels for developers to do what the service can do, To share some ideas from our application.

First of all, the popularization of smart equipment, so that our entire society into the era of universal players, the game players in the past is a professional vocabulary, to the era of page travel, the player is further promoted, any time to work annoying can also open the web to play games. To the era of smartphone promotion, basically the user of every mobile phone, has become a player, because this device everyone has.

Last year I thought there was a lot of data on smart-phone devices in China, so we grabbed a big number, maybe 250 million. But last year the 250 million frankly said half of the phones were not very good, not very strong gaming devices. But after this year, no one will ever buy a mobile phone like this, the price of our smart equipment has been reduced to such as the millet generation of specifications, by 2013 I estimate that is to sell the level of 500 yuan, so that after the coming out, should let the entire user become a new type of player.

Just TalkingData's data also has, each iOS, Android handset, at least 20%, 15% is the game, that each smart device in which the main function is entertainment, then entertainment is what? is playing games.

In the course of the development of the game, actually also experienced a different stage of development, the first game he mainly to users, players bring the experience is fun, fun is the essence of the game. But China has made a remarkable contribution to the development of the game, in 2005, the Grand, later giants, all for the development of the game made an outstanding contribution, the biggest contribution is for game theory, enrich the so-called free play games, buy props, buy equipment, buy various abilities of play law. But this kind of play also brings a counter effect, it was when all of our game developers designed the game and became the design of the Wall Street financial products, starting with a numerical system to design a game, with fun and optimism in the second place, so that in our entire process of customer service, We also have a very important way of thinking, that is grasping large, sometimes a big one accumulated more than 100,000, million. But with the mobile phone into the era of the whole player, is a single game users to give it time to continue to reduce the situation, the game for the user's appeal, may have the opportunity to return to its essence, this essence is what? This essence is fun.

Because in the past, everyone in order to mobilize the game for the user's appeal, in two aspects, one is a beautiful quality, to have a lot of gorgeous effects. Another aspect is to make full use of the weakness of human nature, to be able to wipe out all, can overcome all the people, can go to revenge, to achieve such an effect has become the theme of appeal to users.

But we also know that from the psychological point of view, people want to enter the entertainment environment is a challenge and can be overcome, when most of the cock silk users know that no matter how much money and energy is difficult to contend with the renminbi players, in fact, will also have a heavy sense of frustration, We can only help a small number of players to have fun, most of the fun is not enough.

But smart devices bring a very different thing, is that the experience of the square inch is difficult to do as before, full use of vision, and because of the shortening of the time, so that users can not fully use the weakness of human nature to generate large-scale income, in fact, new players and new fun can bring us an unprecedented opportunity.

Here are two examples, one is the Fruit Ninja, one is the temple escape, the Fruit Ninja full use of the touch screen, the Temple escape fully utilize the sensor. Before using the two smart devices, whether it is the PC, the end of the tour or page tour, do not have the ability to fully play the ability to produce hundreds of millions of users, the temple fled in the world has more than 70 million of users, Fruit Ninja is more than 300 million users. So it all explains that we're developing in a different way for smart devices, and these newly developed games may be more likely to return to the optimistic nature of the game.

The channel actually has the function which can not be neglected in the game. The data just talkingdata reflects this feature very much. We all know that it is important to choose the channel and the way to distribute it in many ways.

This year there was a small movie that swept through the Chinese cinema, and that's why it was so embarrassing. I think with his choice of distribution channels, and his choice of Word-of-mouth spread, of course, more important is the point we have just said, he chose to play a very different way, he did not choose a fist plus pillow, he chose us every cock silk need to entertain, All need a chance to be able to appeal to the user in a way that is close to a dream idol. So the whole of Teri from its production to its release, for the choice of channels, as well as in the process of distribution in the use of Word-of-mouth, made him a small production of cock silk film, can reverse, and finally made a breakthrough in China's box-office history, in such a new era small production can also produce great significance.

Also for the game team is a very meaningful reference, just now Wang Feng mentioned to do the end of the time to swim 80 people is a standard, 30 people are very economical team, 50 people are almost able to do the end of the trip. When you go to the page, you must have a team of at least 30 people to do a good job of a page tour. But by the time of the hand tour, the situation changed completely. We all know that Angry birds before they succeed, is actually a 12-person development team, including products, operations.

I also cite an example, the game has more than 100 million users, in the 77 countries and regions in the world ranked first in the market, how many developers it? 6 people, only 6 have developed such a game, this also means that in today's mobile gaming era, fully creative, dynamic enterprise, in fact, can achieve greater success, whether Angry Birds or this game, has been explained this point. Today is a game for developers, a cock in the era of reverse, we have a creative, more understanding of Chinese culture of the small team, can do those who previously only large team to achieve results.

Finally, how can a small team be able to achieve success? Most of the small teams do not have their own distribution capacity, distribution channels, just TalkingData also mentioned, these small teams may only reach 1 to 10 channels. For the application of sinks, we are precisely for such a number of small and medium creative team, provides an opportunity, we are willing to take advantage of our own ability, because the application of both products and channels are accumulated in the industry, because the industry itself is not a long time, we have been in it for more than two years, We are willing to share some of the lessons of blood, and we can represent the products produced by small teams, and we can help you distribute them in various channels. You can't face 100 or 1000 channels yourself, also can not face the cost of communication with the operator, the application has been in this respect has a considerable capacity, whether we are for operators, mobile phone manufacturers preset channels or for our application sinks their own channels, we have such a distribution capacity to help you enter these areas.

And there is a very important thing, is to do the channel, be sure to select carefully, because the cost of getting users today is very high, if you hit the shotgun spread, the effect may not be very good, this is not a channel cheating, but that we do not have a deep understanding of the channel, he can bring the channel users, What is the value to you? Application sinks have been working on this for more than two years, with a lot of gory lessons that can be shared with our development team.

The application of sinks now provides this series of means from the means of payment to the means we go to promote, to the means that we go to release, to help you to pack the means all have. In order to do a good job of the game, we also specially invited the previous China has a magazine called "Home computer and games", we have invited this editor as our co-founder and joined the application sinks, and in these areas we also help developers to plan, when you have a game out, you may be a casual, is a card, you may be a SLG, you may be a female user of the game, these games in the promotion of the strategy is what? There's a different way. We have also accumulated game promotion and game planning team, can help small team together to promote the game.

What we can see in 2013 is that there are thousands of games coming into the market and hundreds of more channels for users to access, while hundreds of millions of of users have access to quality or more appropriate games. We want to fully understand the user, the best use of good channels, while the most fully understand the nature of the game, by understanding the nature of the game, through the full use of the efficiency of the channel, you can help developers to enter the field of the game, you can take some detours, Or the same development costs can achieve greater benefits.

Application sinks adhering to the concept of fresh fun, hair-trigger, but also hope to be able to and you developers, including your channel partners to work together to make 2013 China Mobile phone games to become a major demolition of the year, thank you.