Small and medium hand tour is operating platform "kidnapping" 80% flow is controlled

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"More than 80% of the flow of hand-travel in the hands of the transport platform, the remaining 20% cheat data is too much to buy." "Former Shanda Game market general manager Chen Yulin said.

When the concept of hand tour was fried by the capital market, countless entrepreneurial teams tried to flood the nuggets. However, most teams currently only see the hands of the market "glittering", did not really dig gold or earn some hard money, instead of hiding in the hands of the operation behind the platform, such as in the "stuffy sound rich."

"More than 80% of the flow of hand-travel in the hands of the transport platform, the remaining 20% cheat data is too much to buy." "The former Shanda game market general manager Chen Yulin to" the first financial daily "reporter said, cannot buy (flow), then you are resigned to the transportation to make some hard money. Innovation Workshop investment manager Chen Day to this reporter bluntly: "Channel like what, (Hand Tour team) follow what to do to make money." ”

The Operation platform of Oligopoly

Homogeneity is serious, this is the industry thinks the hand swims in the market competition "Achilles heel".

"A good game out, countless people with countless different themes, countless art styles in the put, can be copied quickly, with the time to add micro-innovation." "Chen days that a new game how to" break out "from hundreds of similar games, is recommended relatively more important. Take casual puzzle games For example, the first quarter of 2013 grew by 15%, the number of similar games in the intelligent machine accounted for 50.22%, about 100,000.

And the end of the tour, the page tour is different, because the hand tour carrier is intelligent terminal, along with mobile internet mobile phone store, application distribution platform, etc. become its installed mainstream.

"We have to follow the game of mobile internet apps." "Wei-Tech CEO Wu Yu told the newspaper reporter.

What is the game of hand Tour? Hua, co-founder of the Innovation Workshop, said that a gaming product is not only a prophase development, but also a late operation and channel. Hand Tour 80% in the late stage.

At present, the domestic various types of hand-travel transport platform in more than 200. In the Android mobile gaming market, for example, the first quarter of 2013 showed that Tencent continued to lead, with a market share of 18.27%, followed by China Mobile gaming platform and telecom love games. Then is the rise of the application of the one or two-year distribution platform, UC nine tour, 91 mobile phone assistants, 360 mobile phone assistants.

"At present, the channel's cash flow is very good and stable, even by giving a lot of agent gold or a stake in the way to tie the good products." "Chen said that the channel has shown an oligopoly trend."

"Tencent mobile gaming platform has never published data, but occupy an absolute advantage, when the share of music, millet is small, the industry does not count on the oligarchy camp." "said a mobile phone operating platform executives told reporters:" Aside from the three operators platform, 360 mobile phone assistants occupy the first Android hand tour revenue, UC nine visit the Android platform's hand travel equivalent to 91 assistants in the jailbreak version of iOS hand travel revenue; 91 mobile phone assistant Android game + The jailbreak version of the iOS game has more revenue than the previous two, with monthly revenues approaching 80 million.

"On the surface, each platform is like a large warehouse, which attracts the free entry of hand-travel items; "These executives said that the operation of the oligopoly is not" enclosure expansion ", but through the advantages of game resources gathered, the selection of the most valuable game to win the rights of the single generation, or even the group holding mergers and acquisitions and other capital operations; this, Tencent game platform is more prominent. But at the same time, he said, 360 of mobile phone assistants have changed their strategy, claiming to do only agency operations no longer doing research and development.

In the end of the field of Chen Yulin also frankly, the end of the field has also been the same problem, the platform mergers and acquisitions monopoly situation is very rapid; through tools to occupy more than 90% active users of the big platform, are not to sell the core resources, keep their own washing users, and raise products.

Helpless small and medium hand tour company

"The survival status of the small and medium-sized hand Tour team will be worse, most of the money is actually earned by operating platform." "Yesterday, Shanghai, a tour company CEO Yang reluctantly told reporters: has missed the" first wave "of the meat, was hoping to chew on the" bone ", but now the situation can only be divided into a few soup to drink," can drink a few soup to survive has been very good. " ”

Mr. Yang's team had a card game on the line in 2011, after making a profit on the Android platform, immediately put money into the second puzzle game product, but this year in the hands of the promotion of the platform is extremely difficult.

First, he says, the channel is increasingly skewed towards the operating platform, "in 2011, most operating platforms gave a 4:6 share, but this year almost turned 3:7; even a home platform gives 2:8." "Second, in order to stand out in the same list, he had to buy advertising, traffic promotion packages and other resources, this part of the unit price also rose sharply."

But the above is not the deadliest. "We have found financing, we can burn money to promote, but incredibly not crowded advertising position." Mr. Yang said slightly angrily, although we are good at the quality of the tour, but the operating platform is more inclined to choose the star products, even with the management of the resources of the department can affect the "superior".

"We also want to live alone, but even the single generation, the agency is also to find other platforms to transport, the proportion is also a mess, there is no fixed rules." "Mr. Yang said, the company size is small, the user base of the game is not big, the arm is not twisted thigh, he had to reluctantly promised a part of the platform 2:8 of concessions to promote conditions."

According to our correspondent from Shanghai, Chengdu, Beijing, Zhengzhou and many other hand Tour team to understand, at present, 91 assistants, UC nine tour, such as several mainstream hand tour operation platform is mainly intermodal, single generation, only on the channel three models.

The proportion of intermodal mode is generally 3:7 or 4:6. If the flow income is 100, deduct the channel expense 10%, plus 3% tax point, then according to 3:7 or 4:6 points, the developer takes 3 or 4.

If it is a single generation, the general two sides will negotiate a proportion; more special situation is: If a page tour, through 91, UC nine tour and other operating platform of the team adapted into hand tour, the aforementioned platform has the right to put to other platforms combined transport.

If only on the channel, then the developer directly take 70%, but usually not the promotion of resources, need to buy their own advertising, traffic and so on.

"2:8, 1:9 of the partitioning is particularly present." "The above mentioned senior executives to reporters that sometimes developers take the initiative to let, to promote, also do not exclude individual strong platform has this provision." He told reporters that, because the mobile end of the screen, especially the small, advertising location is limited, not all hand travel can be effectively promoted, it is possible to buy the situation of advertising, and even the operation of the platform between the regional flow or advertising resource allocation game behavior.

"Some platforms may stipulate that no more than 3 consecutive days a week to promote, each time the most purchase 2~3 ads." He revealed that, by this law, each platform recommended weekly hand tour in general around 20; This requires the platform to pick out the most valuable promotions from thousands of games, and this value usually refers to the highest short-term returns, "This is a comprehensive consideration of pay rate, retention rate, user volume, etc." ”

But on the other hand, the traditional game giant is in a strong promotion: Giant network under the "win in the Giants" plan to invest in the first hand tour "The end of the Han group" in 360, Baidu, 91, millet, UC five major transport platform open the test; and Shanda's game is to promote its own Square Enix card game "million Arthur" when , it occupies the key recommendation and advertising position of many mobile gaming portals, and introduces social advertisements such as micro-blogs and micro-letters.

Game industry Accountants, independent game observer bluelf that the general formal companies will be in advance of the game Project financial planning, according to the plan to determine the market, but small and medium-sized games are often difficult to plan ahead, but according to the boss or investors preferences, decide how much money for operation promotion. Therefore, in front of a strong operating platform, the lack of funds of small and medium-sized hand travel companies in fact difficult.

For promotional costs, many small and medium-sized game companies can only choose two or three operating platforms for intermodal transport. But sometimes the right to choose is not in its hands. Chengdu, a hand tour company operations director Zhangli told reporters, early this year, online a game, even encountered two large operating platform, let the second choice of the situation. This scene, and the electric business platform to promote, forcing suppliers to "step in" situation is very similar.

Prior to this, Shanda game President Chandonghai in the interview with this reporter had frankly, "million King Arthur" China's hand-Travel Channel market and overseas markets do exist very different, the market is also very complex, and even some so-called channels "unspoken rules", these "unspoken rules" Not only to some entrepreneurial small team product promotion caused obstacles, set the threshold, but also some international excellent mobile products recommend interference.

"Before this year, the hand travel market in general, or excellent hand travel less, but from the end of next year, the hand tour market will be completely transformed into oversupply." "The above mentioned hand tour operation Platform's executive said, the hand swims the operation platform like a funnel, to the innumerable hand swims the project to carry on the screening, finally utilizes the market lever to make the entire hand swims the market to be balanced; he admits that the second half of the shuffle will be intensified.

However, no matter how the change, the channel for the King of the "water seller" will still be the side of the money. This year, a a-share listed companies involved in the market, Dong also told reporters that the second half, they will focus on the operation of the platform to explore the opportunities for capital cooperation.