This problem is a good one. Many game planners or product operators now face this dilemma. On the one hand, their leaders arrange tasks for analysis of the competitive payment system. On the other hand, their leaders do not teach or do not have The scientific and systematic methods and methods are really helpless. If you encounter this situation, your growth will either be very rapid or very slow to present the two extremes. The former is mainly driven by itself, plus it is smart and flexible enough. , Good at learning, the latter is mainly the kind of passive work, with few ideas. Generally speaking, the latter account for about 90%.
Here I want to popularize the “methodology of analyzing game payment systems” and do anything unless it is outside of your resources. I mean resources that you can use, such as one thing you ca n’t figure out. You can ask your leader or you can choose to know. These are resources. Except for your resources, you can try and make mistakes. Others are best performed according to certain methodologies. Deepen your understanding of the business. If you have the ability to follow up, you can adjust this external methodology to make it your personal methodology.
Before talking about the game payment system, let’s talk about the basic framework of a game. Generally speaking, our games will consist of the following basic framework:
The first module is: gameplay. This is the content that our designers hope to allow users to experience consistently. The user ’s online time from close to 90% is to experience the gameplay itself. This is the core of the game.
The second module is: Resources. Resources include virtual currency in the game, including RMB tokens (currency directly exchanged by RMB), and game coins (copper coins, various values, tribute, etc.), as well as the consumption required for growth. All materials (eg refined stones, gems, etc.)
The third module is: growth. Growth is the core pursuit of users. It is established in any game. Someone told me that moba and casual games were not established. Here is a sentence. Moba accumulates resources in each game. The growth of the and character is essentially a kind of growth. In addition to the obvious growth of the game, the improvement of operation ability and experience is actually a hidden growth. For casual games, such as flappy bird, Growth comes more from survival time, and implicitly comes from the improvement of one’s own operating ability.
The relationship between the three is clearly marked in this picture. We first provided the user with a difficulty factor of 1 to allow users to experience it, so as to generate resources. Users can use resources to smash equipment. It ’s okay to upgrade the pet mount. Anyway, the ability has been improved. He has grown. At this time we set a new goal for the user. The difficulty factor 2 is open to the user. At this time, the user is also playing the game It has verified its own growth effect, and at the same time produced better resources and promoted better growth. This is a cycle. We call this the core cycle of the game. All game designs are inseparable from this core cycle and are healthy. The cycle is a spiral-up cycle and is gradual.
What is the payment system? It is well understood that why users pay, it must be linked to core needs, so what are the core needs? In general, for numerically-oriented games, this core requirement is growth. The materials consumed by growth are actually plain. In addition to gameplay and system output, paying can also get a considerable part, so to correct a point of view, there is no payment in the game. The system is only the growth system, and the payment is only to obtain the resources required for the growth system.
So how to study each other’s growth system and how to pay? First of all, you need to figure out the positioning of your company’s own games. Is our product mainly large r or small and medium r? First determine according to the payment dimension, and communicate clearly with the producer. This is very important. Larger products generally do not focus on overall retention, but only focus on the survival and payment experience of head users. Small and medium-sized r products need to focus on game ecology and head users. The gap with the middle tier, as well as the survival and payment experience of users in the middle tier, need to take full-line data into consideration. After you have identified the core goals of your product, go to the corresponding product for analysis and research. For example, your products are mainly small and medium-sized r, which are mainly for long-term operation. Then you go to the market to find the corresponding small and medium-sized r-based products. There are many such products. Most of the products of Netease and Perfect are Such a product.
Here comes the second question. What products are you looking for? You can’t find it blindly, find those products that are really good for long-term operation. You can find them on the ios list, and you can download the list tools, such as swordsman sentiment, such as Xianxian, such as Qian Nu. These products are on the list. For many years, it has been maintained in the top 30 best-selling products, which are very good products. At this time, you have basically locked the scope of your observation competition.
The third question, how do I analyze and study? First experience a product, at least 2 weeks, preferably 1 month, so that you can clearly know what his core cycle is, the value of the rhythm, the rhythm of the gameplay, what his experience is, and the operation activities What is the rhythm of the opening, roughly understand this, you can organize a chart similar to the following to record the daily rhythm.
The fourth question, I figured out the rhythm, then how do I know if he paid well or not? This question is complex and complex, and simple and simple. Everyone has different methods. I said two methods that I often use. First, you need to pay attention to the top 100 users in the game, the power of the top, middle, and low users. Detailed information is recorded dynamically. Second, you should be able to enter a lower ranked gang in the game and be familiar with the gang so that you can know the extent of other players ’pay and investment. Third, you also Need to charge a little money, roughly evaluate the cost-effectiveness of rmb for the improvement of combat power, so roughly, remember it is roughly, reverse the ranking players and gang players to invest in various growth systems, as well as the cost-effectiveness of payment, the degree of investment in operating activities How they feel. Record this thing.
You have done all the above four parts. It is not enough. You still need a complete analysis. The analysis of this matter is really a test of IQ. Follow-up analysis, if you are interested, you can talk to me about specific Case.
Source: According to the analysis