The strongest game production method

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Yu Hanguang took off the rhombus woolen vest that was on his body, revealing a light blue flannel shirt, and loose jeans with distressed rolled edges rolled up at the ankles.

He was already young because of his height and thinness. His hair was slightly disheveled at the moment. It was not at all obvious that he was a migrant worker who had been in the workplace for a long time, but it only added to his lively and academic atmosphere.

This made Meng Aimeng in the conference room return to campus life.

Although the Spring Festival is approaching, Yizhou is not cold this year, the temperature has not dropped below freezing point, and the indoor air conditioner is turned on fiercely, so even though Yu Hanguang is only wearing a shirt, he is still forced to break out in a thin layer of sweat.

The excitement is all about the Spring Festival, but he only has heat.

He is hot, or to be more precise, the reason for his anxiety is this special analysis session on "Lonely Cracking Ice", and——

That weird smiley face on the screen.

It's been two months since the launch of "Lonely Cracking the Ice". Although there are many things at the end of the year, Meng Ai still calls for participation in this analysis meeting.

Yu Hanguang considered the time of the bosses, and as soon as he procrastinated, he procrastinated until the day of the New Year's Eve.

"Time is precious, a quick decision, the company has a reunion dinner tonight." Meng Ai said.

Yu Hanguang said sternly: "I publish the daily operation data every day, the overall performance of the game, if you look at the cloud platform list and social network, you will feel more intuitive, so I won't go into details."

“《孤胆裂冰》已经连续六周冲到了新游榜运动类前3名，前三周一直排在榜1；运动类别榜单排名30左右；全榜总排名徘徊在200至170之间。”

He used the stylus to write down the game's ranking on each list on the tablet, and circled the key points.

Whenever there is a meeting attended by the boss, he usually makes a big move when he goes on stage.

We are all grown-ups, and we have no time to listen to those gossip about "overcoming difficulties with solidarity", nor do we have the time to look at dense tabular data.

Talking about results is the real thing.

"The seven-figure monthly turnover is indeed the company's strongest product in the past few years, and it is the best." Yang Ye looked at Yu Hanguang, "I heard that in the early stage, you were purely doing social media operations and community user word-of-mouth promotion. , no buying volume?"

The all-in strategy was thought up by Wei Bo, and Yu Hanguang gestured with his eyes to ask him to say a few words to make up for the regret of not being able to show his presence at the project establishment meeting.

But Wei Bo remained indifferent, as if he didn't want to show off.

Yu Hanguang could only say: "Yes."

Meng Ai put his elbows on the table, crossed his fingers in front of his chin, and smiled with interest: "I've also heard that your routines are unique, and there are discussions inside and outside the company."

"You are so courageous, what do you think?"

"Ahem...According to the sample of player groups we observed..." Yu Hanguang clenched his fist and blocked his cough.

He originally thought that Meng Ai would ask questions about business data, so he was not prepared for this question that hit the soul, so he kept thinking about the words in his heart.

You can't just say that Meng Ai is stingy!

"On the one hand, due to insufficient budget, buying quantity is not the most cost-effective method. On the other hand, the game quality is excellent and the emotional power is strong, so it is more suitable for word-of-mouth." Wei Bo beside him suddenly said.

It is still a familiar, calm tone.

Yu Hanguang was not surprised by Wei Bo's self-confidence, but was surprised by Wei Bo's outspokenness on this occasion.

Suddenly, he caught a glimpse of Meng Ai's overlapping fingers changing order, so he settled down to smooth things over: "Yes, it's actually the second point. According to the sample of player groups we observed, emotions can trigger players as tap water."

After working with Wei Bo for a long time, his speaking style has changed a lot.

He continued: "The attributes of ice climbing determine that the game can be emotional; the unique gameplay will also facilitate the player's transition from the mentality of 'I want to play this game' to 'I want Amway others to play this game'."

For players who recommend games, various incentives are given, such as customized props, activity lists, exclusive pop-up windows, etc. - he will give all the tricks to add fuel to the fire.

"In addition to the in-game strategy, we also bought in-depth soft articles and promotional videos on social media. Even if this part of the cost is amortized into the cost of attracting new users, the cost of a new user is lower than the previous purchase...lower..."

Yu Hanguang dropped too many words in one breath, and suddenly got stuck on the specific data.

"About 30% lower." Wei Bo added in due course.

Yu Hanguang calmed down, nodded and said: "After going online, I caught up with the hot spots of the Winter Olympics, and happened to catch up with the release of a rock climbing-themed Hollywood blockbuster. And we pushed a self-media [game cafe], do you remember, It was its video that became popular, and took advantage of the opportunity.”

Meng Ai glanced at Yu Hanguang knowingly. He had an impression of [Game Cafe]—the self-media who didn't know Aimeng and shook hands in a public relations event.

Yu Hanguang also presented specific statistics: within an hour of the highest number of video hits, the number of downloads of "Lonely Cracking Ice" skyrocketed to six figures, the highest record since the establishment of iMeng Games.

"Our game is quite European..."

Luck, wonderful.

only……

Before he finished speaking, Meng Ai didn't care about it: "This part is over, let's see what remains."

Yu Hanguang choked up.

The number of new users is more a reflection of the initial results of a game promotion, and the retention rate is an important indicator of game quality, just like repeat customers in a restaurant.

The two queens have just sold themselves and boasted about the quality of the game, and now it's time to verify it.

Yu Hanguang took a special look at Wei Bo, and saw that Wei Bo was still staring at the screen with his eyes downcast.The irritability that had been suppressed just now came to his mind again.

No one knows that his heart is troubled.

The big move released at the beginning is like a strong medicine, the medicine is strong, but the time is short.

Trouble comes next.

"Everyone, look at the retention rate curve of "Lonely Cracking Ice", and the comparison chart with the retention rate curves of other games." He drew a wavy line on the screen.

"We have a glimpse of the leopard. We tagged users who came in through word-of-mouth marketing. Compared with other products of the same type, the overall retention rate is 50% higher, about 35% for three days, and [-]% for seven days."

Like most games, the curve on the screen gradually becomes shallower from left to right. Although it is in a downward trend, the curve of "Lonely Cracking Ice" is firmly at the top, revealing the pride of beating all sentient beings.

"Moreover, the retention rate of our game after the 30th day does not decrease but increases." Yu Hanguang drew a circle on the right side of the screen, "It is a very rare smile curve in the industry."

Unlike most games, this curve did not slide down and finally approach the abscissa after the mid-term smoothness, but suddenly climbed slowly, forming an asymmetrical smile with a strange arc.

only……

Yu Hanguang flashed back the numbers quickly in his mind, and worried that Wei Bo would shake out his hidden words——

Curves are like people, laughing sometimes does not represent happiness and joy.

Good-looking data is often not a good thing.

On the surface, the smile curve can really reflect the user's attitude towards the game.

Playing games is like young people falling in love with instant food.Come when you see the right eye, and leave when you get tired of playing. Anyway, there are so many options for ABCD, there is no standard answer of "make do with it, and get away with it".

Users who don't like games have left, and the retention of diehard players who like games is getting higher and higher, which is certainly gratifying.

But if it is compared with the new user map, it is very embarrassing.

That's why he didn't put up the user growth rate and daily activity growth rate curves.

The new performance of "Lonely Cracking Ice" is gradually declining, and the opening rate of new players is getting lower and lower.When the two analyzed the data before, Wei Bo judged that according to the current development trend, it would be difficult for the game to attract new users after the Spring Festival and the Winter Olympics at most.

The smiling face in front of him suddenly reminded Yu Hanguang of an image of a "gap girl" in a certain horror movie.

The gentle-looking Gap Girl will wrap her mouth with a scarf and ask passers-by: "Am I pretty?" If the other person answers "Pretty", the Gap Girl will take off the scarf to reveal her original appearance.

Beneath the charming exterior is a terrifying death.

"The momentum is so good, don't you strike while the iron is hot?" Yang Ye said, "Your income is weak, how can you rely solely on in-app purchases of props and maps? Set up more payment nodes, add some IAA advertisements, incentive videos (1)... Make money, don't be shabby!"

Yu Hanguang's pupils shrank slightly, and he didn't agree with Yang Ye's suggestion.

Calculating the world, calculations run rampant.

In terms of commercial calculations, Yu Hanguang and Wei Bo insisted on a kind of tacit restraint.

In Yu Hanguang's view, it is naturally good to earn more money for the company, and it can also be considered as a bargaining chip for his year-end bonus.

But try not to affect the user as much as possible.

And Wei Bo is more radical. He is completely unwilling to let "Lonely Cracking Ice" become an ordinary game where "tyrant players support the scene, and non-krypton players are like worthless", turning users into leeks.

Therefore, he insisted on only thinking about some maps and props.After all, no one's money comes from the wind. Turning people's players into RMB players is not conducive to the future development of the game.

What's more, once "Lonely Cracking Ice" has no new users, it will have to rely on diehard fans to support it.After all, their number is limited, and their wallets are harvested again and again, and there will be a moment of decline and exhaustion.

"Come here first today," Meng Ai glanced at the phone screen, got up and interrupted, "I have something to do with Lao Zou."

He didn't seem to be happy with the good results of "Lonely Cracking the Ice", and he didn't hear the anxiety in Yu Hanguang's words.

Meng Ai's face was uncertain for a moment, before he said: "Han Guang, the Spring Festival is a traffic bonus period, you should optimize the operation plan. You should also carefully consider how to develop in the future."

Zou Haiyao's mobile phone on the table kept buzzing and vibrating. He looked around at the silent crowd, and then answered, "Okay, let's talk about the key points of today's meeting. Don't be so serious when it's Chinese New Year's Eve. We will have a reunion dinner tonight."

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(1) IAA advertisement: In-app advertisement (IAA), to put it bluntly, is to place advertisements in the game, sell traffic, and earn advertising fees; many casual games have IAA, such as Happy Xiaoxiaole, Greedy There are many promotional spots and motivational videos in Snake Fight to promote other products.

Incentive video: A type of IAA. Players can obtain corresponding rewards or rights by watching video advertisements. Incentive video, double the reward after watching it.

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The death smile (cracked girl) curve is a very rare curve in product operation, which shows that the product has strong characteristics and polarized word-of-mouth, and every step of the strategy is related to hitting the street or taking off.

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We're going to have a family reunion dinner in the next festival, let me give you some candies