Guest sharing: Mr. Cai, who has worked in Jinshan Xishanju, Tencent Interactive Entertainment, and Dreamland. With 12 years of experience in the industry, he has been deeply involved in leading the R&D and distribution of many large-scale games, and is responsible for front-line business and management. Invited lecturer of Qidian College Enterprise University.
The following manuscripts are from the Industry Lecture Hall of Enterprise University of Qidian College:
This complete sharing starts from four parts: game operation ecology, game item operation, application market operation , and UA platform . This country email list article is the first part, the other three parts are shared, keep up with the service number and not lose it.
The game operation ecology includes four roles: developers (suppliers of the entire game operation ecosystem), application market (where do users download these games), users (an important part of the game operation ecology), and advertisers.
This article starts with the four roles of the game operation ecology, in order to make readers familiar with the game operation ecology through the analysis of the four roles.
1. Overview of the relationship between game operation ecology
In simple terms, developers and app marketplaces are interdependent :
Developers provide the application market with a large number of applications and games with different experiences; in turn, the application market directly connects to users, obtains feedback from users, user information, user recharge, etc., forming an entire active platform provided by users. Generate a certain amount of flow, and then divide this part of the flow in reverse with the developer. This is an ecological relationship between the current mainstream application market and developers.
What is the role of the advertiser on this side of the intermediary role? It is to help the roles of developers and the application market to better acquire users.
2. The starting point of ecological relationship - developers
1. Definition of a developer
Developers are the parties that produce and operate game items , including developers and publishers, because the traditional production and operation of games is not only the same manufacturer, but most of the domestic and overseas markets are divided into R&D and distribution. The profit sharing obtained from users through the platform is used as a means of profit , which simply defines the profit model of developers.
R&D is a manufacturer that simply develops products; publishers are equivalent to sellers in the market. They do not have the ability to produce and manufacture games themselves, but they are more familiar with users and the application market, as well as publishing tools. A pure game developer cannot bring its own game products to the market, it needs to rely on the means and resources of the publisher .
But now the whole environment has undergone some changes: developers have found that with the improvement and maturity of channels and markets, many games that can be opened to game items, whether it is resources, business relationships, or operation models, are very simple and mature. Can gradually no longer rely on publishers to distribute and distribute products .
So gradually R&D and distribution can become one, what's the benefit?
First, it reduces the overall communication cost.
Because when there are two developers and publishers, regardless of the people, systems, communication methods, boss styles, etc. are different, the cost of communication between them will be very high; but if it is the same company, both R&D and publishing are done. , the cost of this part will be very low.
Second, the division of the application market is reduced.
The traditional app market share method is that the app market obtains recharge or other income from users, and distributes it to the party (often the publisher) who submits the game product to the shelves according to a fixed percentage. After a part of the running water, it will be distributed to the developer according to a certain proportion, which is equivalent to a part of the profit of the developer being divided by the publisher when the developer produces the product.
According to the current market environment, if it can do R&D, application and distribution by itself, it means that it obtains these two parts of income, which also increases the profit margin of its single product. Therefore, companies that were purely R&D in the past are transforming to integrate R&D, research and operation . The publisher is also faced with a very embarrassing situation, that is, it does not have the ability to produce content itself, and the market level will have the following difficulties:
Business conditions are raised to a very high threshold, for example, the royalty fee for a product is as high as one million US dollars, and ordinary publishers may not be able to meet such a high entry threshold.
Good product development has already chosen to be released by itself, and it will give publishers products with poor performance and data, and it is difficult for publishers to do it, because once manpower is invested in it, it will incur costs, and this game The product itself is not profitable, and when the investment is greater than the revenue, it is equivalent to a loss.