What are the reasons for the decline of the hot hand tour?

Guide: Since 2013, the domestic hand tour market on the outbreak of the trend, major manufacturers have focused on the layout, and even many non-gaming enterprises began to restructure, mergers and acquisitions, new and other ways to enter the field of hand.
Since 2013, the domestic hand tour market on the outbreak of the trend, the major manufacturers have focused on the layout, and even many non-gaming enterprises began to restructure, mergers and acquisitions, new and other ways to enter the field of hand travel.

According to incomplete statistics, only the first half of this year, the hand travel industry has a track record of capital operation of nearly 80. The rapid development of hand tour industry in recent two years has been affected by the capital operation, because investors bullish the former brought a lot of hot money, once the whole industry speculation. But starting this year, the capital has begun to calm investment.

And the recent lack of hot hand travel, with the hands of the industry's ecological situation has a great relationship.

Market-oriented Vicious competition

Hand tour industry competition is increasingly fierce, every few months there are a number of new games turned out, get wildly spread, win a lot of downloads and benefits. Good game focus is the content itself, but the domestic game enterprises are often market-oriented.

Copying hot Games has become a shortcut for many manufacturers. Game companies only need to focus on the market, follow the star products to launch the same type or the same theme of products, such as the previous popular card games.

This can be a platform for the promotion, you can also take the opportunity to marketing. However, this approach will make the whole industry tend to homogenization, and even low quality, and ultimately endanger the industry itself benign development.

The number of hand tours is surging and users are being diverted

At present, the domestic hand tour development team has reached thousands of, each month there are at least 100 hand tour products through a variety of channels online promotion. The whole environment is too impetuous, there is a best-selling hand tour products, will soon have a good dozens of similar game out, disrupting the market.

A large number of similar bursts of hand travel is a burden for users, not to mention the retention of time on hand travel is short.

CNNIC released the "2013 China Mobile gaming Users Research report" shows that users under normal circumstances to play a mobile phone game for 1-2 months the highest proportion of 26.4%, followed by 3-6 months, the proportion of 22.2%. And the single game only play within 1 months of the proportion also accounted for 30.4%, indicating more than 30% mobile gaming users in general, the next game only play less than one months of time. Mobile game retention Time is short, is a serious problem of mobile phone games. Users in the mobile game consumption of the overall increase in time, but a single product retention time is very short, is very important because the number of hand travel increased, distracting users to continue to focus on a game of attention.

Decentralization of channel promotion

At present, the domestic hand travel promotion mode, from the earliest functional machine times rely on operator cooperation, mobile site display, advertising and other ways to become now platform transport, application store cooperation, a variety of communication applications and public media publicity. Because of the particularity of the mobile end, the current domestic relatively decentralized channel market, which is mainly in the Apple App Store and Google Play mainly channel different.

The distribution channels for the domestic Android platform are more diversified. This has led the platforms to use their own advantage to compete for resources, thereby further expanding their impact on the product. and hand tour products use channels and platform to do integrated promotion, often no longer do the quality of a single push; On the other hand, the spread of the channel also diluted the user's attention, it is difficult to detonate a popular hand tour like the App Store.

At present, most of the domestic travel team design ideas more limited, and the distribution platform of the right to speak, which is very unfavorable to the small and medium team developers.

In fact, every phenomenon-level hand tour of the emergence of the user will be educated, which also makes the user's game habits and tastes also change, continue to imitate the success of the game development of the product is difficult to be pursued by the user, the market call is with high-quality content and innovative play of the Hand tour boutique.