The cost of getting a user in the gaming industry is ridiculously high

Absrtact: Play games for so many years, the user is we both love and hate topic. The general problem with the industry is that the cost of getting a user is outrageous, with a trip as high as 70-100 yuan, as well as a hand tour. We do a lot of user research, to the user portrait, including gender, professional

Playing games for so many years, the user is our love and hate topic. The general problem with the industry is that the cost of getting a user is outrageous, with a trip as high as 70-100 yuan, as well as a hand tour. We do a lot of user research, to the user portrait, including gender, occupation, age, education level, found that basic research access to information are not satisfactory. We have spent a lot of operations to get users, such as we buy iphones and other devices to reward users, but the results may not be satisfactory.

On the other hand, we find that many users will spontaneously participate in such an activity-one day this year, I was amazed that more than 10 people in my circle of friends had been involved in color Run and had been splashed all over with paint--an activity that had few prizes, no elaborate, detailed organization, and why so many people involved. To talk about my thinking.

The research methods of user behavior portrait are very common in the market cases in the past decades. More than 10 years ago, when there was no mobile internet, the intersection was often with people around them, and the subject of the same topic might have come from the same company, the same school, or even the same TV station last night.

This has changed: now, users generate topics based on interest, and action is generated by interest.

For example, a user uses a search engine because he is interested in one thing, such as a user using Pinterest because he is interested in some of the pictures, such as the user's comments on Amazon because he is interested in the product. More than half of the users on the Internet behavior, no longer do market user behavior analysis of the commonly used tags can be summed up, the label now has a new definition: interest.

User about interest has three dimensions of action, from low to high, respectively, is reading, comment and create.

When a user is interested in one thing, his first dimension is reading and browsing, which is the least expensive way for users to use it. When he is interested, the search engine to look for things to see, turn the circle of Friends is the same. In the second dimension, users will express their views on the content of interest, that is, comments. With the development of the internet age, more and more forms are produced from the first single portal. The third dimension is created. There are a small number of people on the internet who are going to create content that he is interested in, that is, what we say about user participation.

The question is, how many percent of the people in a user-contributing community are really content contributors? 1% or 1 per thousand? I guess it may be one out of 10,000 or even lower, but it is precisely what these people contribute that will support and attract hundreds of millions of people to read. The classic is Wikipedia.

Wikipedia is familiar, it is not long-winded, here to introduce Wikia: it and Wikipedia is close to the same, is the same founder, but the Wikipedia non-profit organization, Wikia is a company. The first Wikia to do is a game, ten years ago when I was working in EA, we often talk about the game site is IGN, Gamespot, in 2012, Wikia users have far more than both, the source of their charm? Wikia has a lot of users of spontaneous construction of the game theme station, the language of the wiki production, these theme stations at first very simple, but attract more and more users to build together, content is not just text, and some such as data sorting very useful tools. After a batch of deep fan participation, it surpassed IGN in 2012 to become the world's largest gaming user portal.

Wiki and question-and-answer knowledge communities, and search engines, are like the yin and yang poles on the internet. Today, the Internet has two kinds of "search engines", such as Google, Baidu, and another search engine, such as Quora and wikis. Comparing search engines, wikis and question-and-answer communities are organized by a problem or an "interest" to organize more content, resulting in more relevant content.

There are three characteristics: first, the wiki in the production of content, there is a very strong self growth, when users come with interest, and the content of their interest to show, will attract more people to participate in the wiki will grow up.

Second, the content of the wiki itself revolves around the interest of the user and is more accurate. When a subset of users found that the content on the wiki page is not high enough to meet the requirements, he will continue to help improve the page, compared to the search engine by a large number of optimized pages to be much more profound, its relevance to the user is very strong. Wikia has a Chinese "Song of Ice and Fire" Wiki, the content of the professionalism of the shocking, attracted many fans. This information cannot be seen anywhere else, and must come from the very loving hands of the song of Ice and Fire. Wikis can be built tightly around what users are interested in.

Third, wiki content updates are very timely and have an advantage in terms of overall and accurate content. For example, the game "My name is Mt" ended the mainstream market at the end of 2013, the content of the regular gaming media is likely to be updated, but the wiki page of the game has been growing in the player's contribution, and over the past 1.5 years its wiki has accumulated more than 7,000 pages of content.

Wikipedia, the corresponding entry encyclopedia, there is a Wikia, corresponding to the topic encyclopedia. You see Baidu Encyclopedia will find that its content is very flat, coverage is very large, the content of each encyclopedia will not be too deep, its users more like a dictionary, it is difficult for users to enter into it. Subject encyclopedia, users can surround themselves with a single interest, user depth to discuss and contribute content. I expect Wikia this product form can also grow in China, so that users around such a form to gather together.

I recommend people in the industry to get a look at wikia.com and see how it operates interested in aggregating users. Some tags like entertainment and lifestyle are interesting. There is a wiki at the Hong Kong bus station that records what happened on the station: some graffiti, who was married, held a parade and so on, the wiki's traffic is very large, spread a lifestyle.

A friend told me that he wanted to be a running wiki, and that running outdoors was a luxury, especially in Beijing.