Reborn multinational giant

Both Zheng Siwen and Li Yifei were attracted by Fang Zhe’s problems. The one-generation problem Fang Zhe just talked about can be regarded as the right path. However, in the current limited number of users, it is indeed It's not a trivial matter.

Fang Zhe glanced at the two of them, and then continued: "Let’s keep this question for now and discuss it later. Let me talk about the second question mentioned by President Li just now. Players are user acquisition. The question of cost.

I personally agree with President Li's direction of thinking, but he is just a general idea, and there is still no clue on the specific implementation. I will follow him and talk about it here.

There are a lot of various advertising alliances on the market now, including big companies such as Baidu, Ali, Jinshan, etc., as well as various small websites and small sites to form alliances.

Advertising types and placements are also mixed. Like Baidu, except for those that are not illegal, they basically vote for all kinds of advertisements. Alibaba basically uses their own e-commerce advertisements. What kind of small websites can make money to vote for.We want to reduce user acquisition costs here, in simple terms, to improve the efficiency of advertising."

Fang Zhe paused, then said:

"This may involve two words in marketing, one is precision marketing and the other is data mining.

As for precision marketing, when we are a web game platform, we can actually think of it as selling games. As long as we can direct players from advertising to the game, it is equivalent to selling the game. As for the later players can not spend money in the game. Spending money, this already belongs to the second part, let's talk about it later.

Let's first talk about how to sell games, the same is advertising, is it that video sites are more likely to have game users, or novel sites are more likely to have game users, or what other sites are more likely to have game users?

And the same is a video website. Are game users who watch movies or game users who follow dramas are more likely to appear? Digging further, are users who are more likely to see comedy movies or those who watch martial arts movies?

The same is true for novel websites and the like. There are also many categories on the novel platform. I believe that it is easier to play our games if you watch fantasy than if you watch romance, but conversely, if our game is a love game or a romance game, it may be the case It's just the opposite.

Well, we can distinguish which websites are effective, and then continue to dig down, what type and what kind of advertisements do we place?Is the effect of the pop-up window or the banner effect, the effect of the game dynamic picture or the effect of a few beautiful pictures?All these require us to collect data from the system and gradually enrich it."

Fang Zhe’s explanation made Zheng Siwen and Li Yifei an eye-opener. Both of them felt that Fang Zhe made a lot of sense, and it seemed that they had heard similar concepts before, but they had never implemented this concept like today. , Become a real implementation plan for a certain industry.

Fang Zhe looked at the eyes of the two who couldn't wait to continue listening. He thought that Xiaoye, this is the opening dish, and it will stop you guys. When the hard dishes are served, can you not let you admire my boss?He was proud of his heart, but he kept calm on his face, and continued to preach:

"What I'm talking about is to reduce the cost of user acquisition from advertising. In fact, if we combine the first point, we can keep players on our platform, and also conduct categorized mining of the data of these players. Some players are free players who never pay, some players are not bad money and spend money on all games they play, some players like to play strategy games, and some players like to play development games.

If we can collect and sort out the data of the players who stay on our platform and even the players who have been in contact with our platform, then we want to launch a new game directly targeting a specific group of players on the platform, so that we are equal to The cost is close to acquiring a large number of high-quality users for free.

In short, what we have to do is to collect data, collect a large amount of data, and then sort out these data according to specific conditions to serve our operation strategy.

If our data system detects that users who watch comedy movies on video websites are more likely to flow into our platform, then we will put more advertisements and resources to the beginning or pause of comedy movies.Similarly, if the conversion rate of the pop-up window is high and the conversion rate of the banner is low, then we cast more pop-up windows and fewer banners.

In general, data is used to determine behavior."

"Use data to determine behavior?" Zheng Siwen and Li Yifei recalled Fang Zhe's words in their minds. The simple sentence summed up the essence of efficient operation of Internet companies.

And this sentence also simply summarizes a very popular concept in the Internet industry in later generations, the essence of big data.

Fang Zhe didn't wait for the two of them to think further, and continued to speak: "Let's come back to the issue of how to do a good job in one generation.

Our Huizhong web game platform wants to occupy a place in the future industry and even become a leader in the industry, it must have a set of strategies and tactics that are different from other platforms.

Strategically, the unique generation is one of them. If you want to be a unique generation, there are two problems. First, you have to have a good project, but the project is not good. No matter how large the traffic is, no matter how strong the operation ability is, it will spend a hundred efforts to earn one hundred One; two, there must be enough traffic. The reason why other platforms rarely do unique generations is that one reason is that there are no good projects, and one reason is that unique generation users can't afford it."

Seeing Li Yifei and Zheng Siwen nodding affirmatively, Fang Zhe continued:

"In view of these two points, the first point is good projects. There are no fewer web game research and development companies on the market now, but there are still few good projects. Many projects are small teams of a few people. We have to work a lot to find good games on the market, but in fact, I am more optimistic about the second way to produce good projects, which is to sign our own R&D team to customize games."

Fang Zhe paused and said:

"What type of game is customized? This involves the second point I said, traffic. Where are the things that can generate traffic on the Internet now? On video sites and novel sites, where the content is generated, a good TV series, good novels, good animation, the user group is very large, if we can adapt these TV series or novels into games, the problem of insufficient traffic will basically be easily solved.

In addition, if the development momentum is good, we can also ask celebrities to endorse advertising, so that even if our platform is the only one generation, the number of users can be guaranteed.

So, in summary, our Huizhong's web game platform development strategy is premium games + IP, or copyright customized games, with single-generation operations as the mainstay, and joint operations as a supplement. At the same time, we must pass a set of continuous improvement data systems. Continuously improve our operational efficiency."

Fang Zhe finished speaking in one breath, and finally had time to drink some water to moisturize his throat.

At this time, Zheng Siwen and Li Yifei were all lost in thought because of Fang Zhe's words.

After a while, Li Yifei recovered from thinking, exhaled deeply, and was about to speak, but was interrupted by Fang Zhe: "Don't worry, I haven't finished talking yet, I just want you to slow down."