The Chinese don't like to buy games, but they extravagantly in the game

"The Chinese don't like to buy games, but they extravagantly in the game," he said. ”

Yodol, a company that has helped localize a variety of European and American Games, describes the characteristics of Chinese gamers.

These game-consuming players, called "tyrants" in the player group, are also the main source of performance for Chinese game operations. In order for these "tyrants" to take out more real money, game operators do what they have to do. "Todo" is the most common means. They or through the challenge to arouse the "tyrants" anger, or "high play" to guide the "tyrants" to enhance the strength, and ultimately play a role in stimulating consumption.

In the field of hand travel, there are also a variety of "professional care" in the client "latent", the use of various means to enhance the flow of performance. However, it also causes the life cycle of the hand tour to be quickly consumed, the short-term performance has become "the bubble" the risk.

Latent

And Europe and the United States Hand tour market, China's hand tour in the top ten of the game are free to download the game.

"The Chinese don't like to buy games, but they extravagantly in the game," he said. Once you find the right game, most players will invest in a paid channel within the game program. "The players are happy to buy virtual upgrades and use this as a display of capital, and rich players are able to win higher social status in the game," said Fang Chi Airlines.

From 2005 onwards into the hands of the research and development of the Wu Yu also admitted to reporters: the former charge in the overseas more prevalent, domestic hand tour of the main income from the prop pay. This from the "Plant War Zombie 2" in the domestic change fee model, can be a glimpse of one or two.

"Now the most profitable mobile phone game type or mobile games, such as:" My name is Mt OL. According to the industry veteran Mr. Gao Tauxu to reporters, according to the end of the operation experience, over 70% of the income will come from the "depth of the player", also known as the industry's "Big R users" (High consumption users). However, because of the simple play, relatively mild characteristics, large r users in mobile games online consumption is relatively weak.

"I am an amateur playing" I am Mt ", about thousands of to 10,000 per month, the time to open new clothes will spend more than 20,000. Chengdu, a woman surnamed Zhang, said. However, she spends 200,000 ~30 a month in World of Warcraft, and ten thousand or twenty thousand of her hands are "playing". She also told reporters that, according to her understanding, every month in the hands to burn money hundreds of thousands of of the also have, but a handful; not as popular as the end of the circle.

Reporters recently randomly interviewed several regional-level big R, its traditional end of the consumption of 200,000 ~50 million per month, the current in the hands of the end of the consumption of 0~2 million.

How to attract the "big R user", become a hand tour must consider the problem. With the end of the tour, the operation of the page is similar to the construction of a small with big R play, is also the most common hand tour solution.

The difference is: End of the tour, the page tour often has its own customer service team (game manager), one of its main work is to play with the promotion; Due to the small size of the team, the vast majority will not set up a special "professional childcare", small play with the work by researchers "leisure" part-time.

"I'm a babysitter while playing." "A martial arts hand tour researcher Mike told reporters that he gave himself a trumpet, mixed (game) the second largest" family. He stressed the need to "lurk", absolutely not the family's "leader", but as a "fan" role, and constantly provoke "war" to let big r recharge to buy equipment.

"Under normal circumstances, the second largest family will be the first family of blood, first often fight." Mike said that at this point, he would encourage his family to merge with other families, after the merger to continue the war, the usual result is still continue to defeat.

"If you lose, it doesn't mean it's over, it's the starting point of the pay chain." For example: You can strengthen the weaponry, strengthen the equipment, found that the game currency is not enough, continue to buy game currency or even diamonds. "Mike says he creates the illusion of spending money through his backstage privileges, and is more attracted to the same camp or competitive camp's big R than buying because he is quite familiar with the product's billing point."

Relatively small number of part-time by developers of childcare, in the field of hand travel, the most common is the game operating platform to sweep the above business.

According to a domestic medium-sized operating platform marketing manager, "Do not drink Cola man" Introduction, the game operating platform "hand travel professional care" mainly divided into two situations. The first case is the exclusive agent of a hand tour, at this point, the operating platform will be a large number of tilt resources, deployment platform of their own customer team "to do childcare", with a variety of means to attract users to continue to consume; the second situation is more in the transport game, due to limited resources of the platform, usually with some "game Guild" signed an agreement

The promotion means of the solo game is similar to the "latent person" mentioned above. However, due to the end of the tour, the page tour and other stages, the operating platform has accumulated a large number of r resources, not only need to improve the existing large r consumption value, but also to constantly introduce new large R users.

"Sometimes, apply for the same hand to swim new clothes." "Don't drink cola Man" said, in addition to let big r "heavy Brush", another big goal is to "the same starting line" as a cover, attract new big R to join. At this time, the new old Big R in order to initially lay (game) social status, may trigger "dark war".

"On the one hand, to compete with their own equipment, or even buy props and ability value, as a gift to send, to draw other members." ”

He admits it is not a problem to raise the rate of pay by a few percentage points.

Hidden interest Chain

September 2 Morning 8, a store in Shanghai is not a lock shop, "the" Yang side of Yang waiting for customers, while using mobile phone playing "big masters." In a game guild, she second-in-command the game group and spends about 5 hours a day organizing people to play games.

"Our members are all over the country and Singapore and the United States. Yang told the reporter, she joined the guild more than 5 years, Senior master too many, finally in the hands of "mixed" to a job, is to enter the "management level."

If you enter the "Game Guild" in the QQ group lookup, you can search for at least 600 more results. In the field of hand travel, it is still a "high-handed" existence, YY channel, micro-letter group, etc. also have territory.

In the description of "Do not drink cola man", the game Guild usually sign the agreement with each operating platform directly, help its "pull person" to play the game. According to him, the game Guild to get the proportion can reach 20%~40%, namely: monthly flow calculation, deduction of research and development, distributors, and so on, get the rest of the operating platform 20%~40%

"The game Guild has direct client resources, especially big R resources," he said. This is equivalent to the delivery of accurate advertising. He said that after signing the contract, the operating platform provides a hand-travel SDK to the Game Guild, which is based on resources to attract players, and finally according to the CPA (installation) or CPS (consumption rate) to be divided into, and the characteristics of the hand tour to determine its CPS divided into the main.

Yang told reporters, from the game Guild president, vice president, to each game group leader, deputy team leader, will have a certain income. "I've just opened this group and I haven't got the split. She said that, according to previous experience, the team leader level monthly income ranged from thousands of to tens of thousands, and the president level can even reach hundreds of thousands of to millions of of the monthly income; "It is speculated that hand-travel income may be lower, but not too bad." ”

"Do not drink cola male" also confirmed: The game Guild through several games monthly income millions of, in the industry also belongs to the more common situation. In order to get more split, the game Guild does attract big r consumption, but it is sometimes a "digital" strategy for many operating platforms. That is, the operating platform of the Game Guild provides a variety of support, such as the open part of the authority, gift points, or even direct funding support. The above resources, including funds, will be returned to the operating platform in a short period of a game, under the role of the hands of the monthly flow of water will be very good-looking, and can quickly rush into the list, but most unsustainable.

For the hand tour market, the manipulation of the market development is undoubtedly "channel", with the increasing number of hand tour manufacturers, products rich, internet giants, end of the transformation of the company to kill, the channel battle will be more brutal, platform traffic is package, promote the cost of brush ticket, many months of millions of million or even tens of thousands of games will not make money, In such a big environment, small and medium-sized companies are getting tougher.

According to the industry, Mr. Xu revealed that "online money laundering" and other grey industrial chain, also hidden in the hands of the field of "Replication" trend;

In contrast, a hand tour of the real revenue situation is often not known. In the eyes of many listed companies, mobile gaming is a "cash cow" that can contribute a lot of profits, and it is more and more practiced to enlarge and acquire the business of hand tour.

Yi View Game analyst Shi Yong once told reporters: "The top ten domestic income of the Hand Tour team, the basic have received the" hydrangea. As for the current environment of a A-share, gaming companies are being bought by listed companies, and can gain a corresponding valuation of 20 times times or even higher P/e; This is even more appealing than its own IPO.

Good-looking flow of income, it is these hand Tour team to sell a good price prerequisite. This year, the merger of a hand tour team of a A-share listed company Dong-Tung had to reporters frankly: the first screening of the target, mainly through the income list to exclude. And its income list is the monthly flow of income.

The resulting "bubble" in the hands of the industry to be extremely worried. "Do not drink cola man" compared to the development of the page tour, in order to allow products to achieve better operating results, increase the flow of users to bring the rate of pay and pay, web games from the beginning of the first free, gradually evolved into a 2012-year transport platform operating director of the sentence: "Not in 10 minutes to allow players to pay the page tour, We don't act as agents. ”

Quick wash users, no brain game process, impulsive deception consumption, coupled with the increasingly short server life cycle, so that the road to the web game more narrow, the first half of 2013 to open the 140,000 group, is 7 times times in the first half of 2012, but the production of total output, but only 2012 in the first half of 1.6 times times.

He said that the hand tour is replicating the "old Road" of the web game, because of the crazy involvement of various kinds of capital, the ecological environment of the hand tour industry is more unhealthy. At present, the market, institutions and enterprises in fact, most of the industry can not see the direction of the hand, although all know there is a bubble, but when the bubble will be broken who can not say.

"Although there are a number of companies and institutions that take a vote, the parties need beautiful figures before the bubble bursts," he said. Mr Xu said that the most essential thing in the industry is to help blow up the capital market bubble.