When it comes to Tencent, QQ and WeChat are undoubtedly the two pillars, an absolute moat, but having traffic does not mean making money. Games in Tencent are more profitable businesses than Internet advertising, and in China’s Internet market, the least The game market may also be monopolized. Even though Tencent has been firmly on the top of the list for so many years, friends and merchants are still living very well. As you can see from the year-end awards of major game manufacturers, it feels second only to the financial industry. .
For game makers, the traffic acquisition market has always been a battleground. Getting lower-priced and better-quality users means higher ARPU and longer game life cycle. The acquisition channels of domestic game makers are also constantly shifting. From browsers and search engines in the era of mobile games to application stores and information streams in the era of mobile games, where the user is, the game company’s advertisement will be cast. Nowadays, many game manufacturers abandon hard-core channels and choose to launch on Douyin, Kuaishou, B-War, and TapTap based on this business logic.
According to the 47th "Statistical Report on Internet Development in China" released by China Internet Network Information Center (CNNIC) in Beijing, as of December 2020, the number of game apps reached 887,000, accounting for 25.7%. Far surpassing daily tools, e-commerce and life service apps , the fierce competition in the game industry can be seen. Under the pressure of increasing customer acquisition costs, in addition to improving the quality of games and impressing users with content, how to find users, Maintaining user relationships is also a big problem, especially for game makers in Central China.
Compared with major players such as Tencent and NetEase, domestic non-head game makers adopt a game matrix type of revenue play, which is commonly known as skin-changing. The winner should be Sanqi Mutual Entertainment. The games are very similar, but they can all be made into explosive ones, which is indeed very strong.
Although I don’t know the detailed user data of Sanqi Mutual Entertainment, there should be many overlapping users of each game. This is an inevitable thing. After all, games are similar, and the demographics must be similar. China’s Internet demographic dividend Has disappeared,There are not so many new users for game manufacturers to squeeze the wool , and the manufacturers will also attract traffic in the old games in the early promotion process of the game, which is enough to prove that users should be aware of this matter.
I personally believe that the game community may become a mainstream promotion channel in the future, and the role of the app store at the promotion level will be weakened. Today’s TapTap, Station B, Huya, Douyu and other live broadcast platforms, although they provide different content, all have community attributes, and the attributes of users are also obvious. Many game manufacturers have tried advertising or even intermodal Cooperation model.
It’s not impossible for game makers to build communities by themselves. Tencent’s Wegame, Flash, and NetEase’s NetEase Games are all such products. It’s just that many manufacturers are limited by revenue pressure or company size, not personally. Do it next time, but as the cost of traffic continues to rise, opening up new channels is definitely to be done, and the gaming community may be a major focus.
The game distribution channels are currently showing a diversified development trend. To do traffic red sea platforms such as Douyin and Kuaishou, it is far better to find apps that are deeply involved in the game field. These apps may only have tens of thousands of daily activities, but the crowd The attribute matching degree is high, the community atmosphere is good, and it is easier to be spread when the quality of the game itself is good.
Friends can learn more about the Steam game community. It has become a platform that many game manufacturers cannot avoid. Currently, the one that is expected to become Steam in the mobile game field should be TapTap under the heart of the network, not IOS or Google. App store.
B station is not just a content platform in the game industry, but also a distribution channel that should not be underestimated, especially for two-dimensional game manufacturers, so putting on station B will often get twice the result with half the effort, as for MMO , Turn-based RPG, SLG and other game manufacturers, they need to find their own communities.
From graphics, videos to live broadcasts, the carrier of content has been changing, but the most basic product form of the community will always exist.After all, things gather and divide people into groups, and people are still social animals~
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