The temple fled China successful operator of the business strategy of fun

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The popularity of mobile games is often described as a gust of wind. Half a month after the "Temple Escape 2" was officially released in January, Le Tease announced that it would introduce the Chinese version of the game into the domestic market. However, the market situation is that the various "Temple Escape 2," the unofficial version of the overwhelming, Chinese version of how much survival?

"A hundred thousand of of the day's income," said Chen Yuyu, the CEO of the game, revealed a number. The user's main point of consumption is to buy the Resurrection Gem.

Apart from the "Temple escape", there is another series of mobile games with global popularity on the agent list of the fun games: Fruit Ninja. According to the plan, Le Tease will also be a variety of new top-class games in the near future. This accumulation has formed a certain eye effect, why is the fun, and this momentum will not only be short-lived.

Answer this question from the beginning of the fun.

After selling startups to a public company two years ago, Chen Yuyu started a new venture with its partners, including a decade-old partner in the U.S. and a core team from companies like Tencent and Yahoo. And the company started by helping Taiwan's China Telecom do app stores and gaming businesses.

Also in this period, le fun accumulated a lot of overseas game developer relations, such as "Fruit Ninja" developers Halfbrick, for the fun later to do the game distribution laid a certain foundation.

About a year later, Le Tease began to notice the OpenFeint mode, then the domestic in this direction of Papaya Mobile, nine cities and other new competitors, this brings fun new inspiration. "We also want to do a social network like this," Chen Yuyu said, "but we recognize that openfeint is very difficult to reshape in China and that gaming is very difficult to socialize."

Le Tease's choice is to bring the foreign quality game to the domestic. They find a distributor's point of entry in the industry chain, but it's more than that.

"Our concept is brand manager," Chen Yuyu the definition: only when the game becomes a brand, the lifecycle is longer, and the longer lifecycle provides a cover for more business. The brand management of Le Tease is implemented to the concrete to the action is two point: first is obtains and retains the user, two is the realization.

In the fun of strategy, it is not difficult to do these two points. On the one hand, le-fun through a variety of games to build a network; On the other hand, fun is not a believer in mass tactics, but rather a game that is already known to the agent-which makes it possible to get users at a lower cost and ensure a good retention rate.

Even Le tease set up an overseas team, first the game in foreign speculation, and then bring back to the country.

In addition, there are three main retention user channels. The first is the growth system, mainly based on Third-party accounts, the second is the game to enhance the system, such as the list and other ways; the third is the marketing system, through the virtual currency with the local merchants, providing such as coupons, reward wall, etc., the payment system, the current payment of the first three is Yeepay, Alipay, UnionPay.

And in the transformation, in addition to the game itself brings income, other also include access to Third-party advertising platform, offline authorization to create game theme doll toys and so on.

But are these all the answers? Can you serve as an effective moat?

"Do not doubt what you want to do others will not do or not think," Chen Yuyu Sina Technology, said, Le Tease's response to the three points. The first is faster action than others, followed by the conclusion of good methodology, and again is to deepen their own value. All of the above also for the joy to bring the channel, pre-installed and other aspects of some advantage.

Chen Yuyu also added two key elements: one is to keep the commitment not to do since the study of the game, research and development and distribution at the same time, will allow foreign partners to worry about the issue of the investment; second, do not do simple distributors, le tease will be based on the situation in China, with foreign partners to promote the game localization work.

What's more, the contract between fun and game developers is basically a long-term contract. So even if a colleague wants to intervene, it is not an easy job. The remaining question becomes: How to judge the future of a game.

Le Tease has several metrics.

For example, casual games are only introduced from abroad, the Apple application store ranked high game, is a required object, the brand has become an important indicator to attract users; "Casual games are about themes and ideas, and it's easier to see how good the game is," Chen Yuyu said. Obviously, this person's factor is also very heavy???

At the start of last year, le Fun began trying to cash in the flow of revenue, with a total of three ways. Bring music to amuse the most fame is casual games, accounting for more than 40% of the total amount of fun and entertainment, and another 40% of the income is a combined transport of mobile games, all from domestic developers, and another 10% of the revenue from advertising and licensing costs.

This year, Le Tease is prepared to strengthen its operational capabilities beyond the release.

Outside the gaming business, Chen Yuyu is beginning to learn the alliances of the Internet industry, how to camera, test the 82-born CEO. And Le tease needs to continue to prove himself in the coming days.