The secret of the page tour industry: self-exposure ARPU behind the story

Things always have two sides. If there is no question of the 360, we may never see such a data: domestic nine mainstream web game companies, together with the release of ARPU value profile. The value of the so-called ARPU (Average Revenue per user) refers to the average contribution of the revenue. The data shows that the domestic number of web games in a single month ARPU value between the 300~600 yuan, in addition to the same game in different platform performance is also obvious difference. These are mainly used to explain to the company that "high ARPU value in the Chinese game market is a commonplace." Because-- ARPU's not that important. Today's page tour of this scene, many years front tour has also experienced. From charging mode to free mode, the ARPU value of rose to more than hundreds of yuan has led to "profiteering, barbaric growth" and many other accusations. Compared to the end of the tour, the ARPU value of the page to grow faster. The data obtained by Sina Technology show that one of the company's core online game products, put into operation for nearly three years ARPU value from 200 to 400 yuan, and another new core page tour products, in less than a year time ARPU value has slightly more than 400 yuan. In numerical terms, the ARPU of the page is already significantly higher than the end of the tour. In the second quarter of this year, the results show that the Grand game monthly ARPU value of 90 yuan, the Giants network when the ARPU value of 233 yuan, swim in the season ARPU value of 277 yuan. However, this gap may be artificially magnified, in nine of the open letter issued by the company, clearly pointed out that the ARPU value between the page and the end of the calculation method is different: one to recharge as a statistical basis, one based on consumption as a statistical basis. A player usually recharge one time, but will do multiple game consumption. There are senior game industry to tell Sina Science and technology, in fact, page and end of the ARPU value of the current basic equivalent, and with the development of product life cycle, free mode of online games ARPU value will continue to rise. This involves a loss rate problem. Regardless of the end of the tour, the page tour, will face the test of the loss of old players, and in the process of small pay, non-paid players lost speed, is a large number of paid players several times. There have been reports that a page to play home a recharge up to 450,000 yuan, in the ultimate assumption, the game's ARPU is 450,000 yuan. In fact, online gaming companies have long been aware of the ARPU value is too high, in fact, a crisis. Blue Port Online CEO Wang Feng, 2007 has written that "ARPU value is the box office poison." Wang Feng pointed out that ARPU value and active user number of each other, ARPU value too high, excessive damage game balance, ordinary users will naturally vote with the mouse. So it is possible that the ARPU value is rising, but the overall income is falling. This is not without precedent, but not all the travel companies are worried about such problems. Heart Game CEO Huang Yimeng Sina Technology, the page of new users to enter more, and constantly have fresh blood supplements, soDon't worry about the loss of users. "For example, some page trips can reach more than 100 groups per week," says Huang Yimeng, which means about 500,000 new users will arrive every week. A recent game industry report shows that the first half of this year, the new users of web games to reach 44.5 million people. High-speed development is bound to continue for some time. And from a group of new users "wash" a sum of money, and then another batch continue to wash, is a lot of page travel company's money-making logic. • Platform differences highlight So, where do users come from? Every platform that brings new users is a source of traffic coveted by the page. So in the nine pages of the company disclosed information, deliberately compared to six of the page tour platform. The "platform" mentioned here is to have a large number of user groups, can flow to the page to distribute traffic. What kind of platform is most suitable for the joint operation of the page tour? Between the play and the starting point, which do you think is better? The data disclosed by the nine home travel companies show that the starting point is more profitable as a page-tour platform. This is closely related to the platform-covered population. Starting point users are often gamers, most importantly, in the case of pirated novels everywhere can be found, still in the beginning to read users, are very high quality pay the crowd. In contrast, the website Alliance type of intermodal platform users, the willingness to pay and capacity of the old there is a huge gap. This explains how the 360 platform--360 users are also attracted by the free strategy. A page tour insiders concluded that the 360 platform is good, one is because the user base is relatively large, the second is to achieve accurate promotion-based on the user's behavior habits, can more effectively import users into the page tour. What are the mainstream user groups for page tours? Relatively mainly in the second-tier cities, the age is high, "Huang Yimeng said. This is very similar to what is described in the game Industry Report: the page parade has become the largest market for Chinese users, with most of the new users coming from social games, female users, two or three-line cities or surrounding areas. However, the platform is also a double-edged sword. On the one hand, as the competition intensifies, the cost per user of the page tour operators is growing from 2~3 to 5~6 yuan. On the other hand, the intermodal platform is also constantly involved in the operation of the game. A page tour may operate on more than 10 platforms, this platform may be launched 1 return to 1 activities, the other one will be launched back to 1.2 ... In the end, this will undoubtedly cause inflation in the page-tour economy and affect the life cycle of the game. and can independently control the operating rhythm of the end of the tour, rarely encountered such a problem. Wash users, vulgar promotion, poor game ... All these are the early impressions of the Huang Yimeng in the eyes of the outside world. "A lot of pages in the game of attention, has been more and more close to the end of the tour," Huang Yimeng said this year out of several pages of tourism, are trying to improve the quality of the game, the entire industry has embarked on a more benign return to the competition.