3 factors to improve APP channel rating and resource position acquisition
| By the end of 2014, the industry's "channel is king" situation did not seem to be reversed. In every meeting, the most people gathered around the channel "bigwigs", and everyone's favorite things to take pictures of were the channel's rating sheets and data. To this end, we interviewed the heads of many channels including Aisi, UC, 91, Dang Le, etc., hoping to answer how the channels view the products? The editor also wants to analyze from the side what factors can improve channel ratings and resource position acquisition! 1. Initial rating - When the channel's internal evaluation team receives a product, the channel will look at the product quality. As the saying goes, content is king, and this is what the channel values most. Generally, channels will hand over the products to internal evaluation teams. The evaluation team will give the game a comprehensive rating based on the game IP, gameplay, graphics, novice guidance, interaction, billing points, and operability. After the product evaluation, the channel will output some modification suggestions or feedback needs. If the channel proposes modification suggestions, it proves that the channel at least has expectations for the product. The manufacturer can convert the channel demand into product demand, and further enhance the competitiveness and performance of the product in the channel. After all, some channel evaluation levels will affect the subsequent supply of resource positions. Therefore, for comprehensive competitive products, it is also important to win at the starting line. During this period, channel communication work must be done well to convey product planning, version iterations, target audiences, and other competitive strengths of the product to channel business or reviewers, and through smooth communication, strive to improve the product's first rating a little. 2. Five factors other than game quality affect the product's "status". Quality is a very vague thing, and most manufacturers believe that their products are of good quality. So what factors do specific channels focus on? 1. Background: In addition to product quality, we also look at the product background, that is, which company the product comes from. Large companies have their own brand effects and brand strength. If this product is not good, perhaps the next product will be excellent. In terms of the company's brand, perhaps by establishing a good relationship, we can get the first release of the next high-quality game. This is also the mentality of the channel when looking at the product background. 2. Relationship: This relationship can be a deep cooperative relationship; in addition, there can be positive relationships (such as high-level acquaintances, friendships gained through support), or it can be a public relations relationship. 3. Influence: For example, the relationship between "Plants vs. Zombies" and "Plants vs. Zombies 2"; the relationship between "World Online" and "World 2". Influenced by the first version of the game, the influence of the second version of the game is undoubtedly huge. This type of game has a huge user base and channels attach great importance to it. On the other hand, if this game has been launched on other platforms, the performance (data) of the product on other channels will also be used as a reference for the channel's evaluation of the product. 4. Whether it has been ported: Those who make games know that there are ports of PC games and web games for mobile phones; for example, the mobile version of XX game, or the reskin of XX game. Channels will also pay more attention to such factors, because these ported games have already had a certain reputation in the previous PC games/web games, and the original hardcore players will switch to other platforms to continue following them. 5. Promotional strength: When a channel receives a product, it generally looks at the manufacturer’s promotional strength and exposure in the market; players’ expectations, here, are mainly through media publicity, and many channels will refer to the Baidu Index or user awareness within/outside the industry. 3. How to get channel recommendations? How to get channel recommendations and traffic if you do these three things well? The following methods may help you: 1. Pay attention to data. Data analysis is a very important part. Due to the fragmented time of mobile games and high user churn, products are needed to attract users, retain users and finally encourage users to pay. Generally speaking, the product data from the channels are: download-registration-login-retention-payment rate-number of payments. It is not difficult to see from the data that channel data develops according to the process, from click-through conversion rate to download conversion rate, retention data to business data, that is, payment rate, ARPU value; of course, if the business data is impressive but retention is not good, the channel will also focus on assisting manufacturers in optimizing their products. Manufacturers can use various means to increase data and gain support from channels. 2. In addition to doing a good job in activities, the channel will also state: activities are important. Some manufacturers organize activities independently from the channels, such as giving away recharge cards and power banks. From the channel's point of view, activities are best done by both parties, such as channel currency (U points, gold coins) and channel rewards (dolls). By cooperating with each other, on the one hand, they can learn from the channel operators what activities users like, and on the other hand, the channels will also find ways to provide some resources (such as rich rewards and top-of-the-site promotions). After all, if both parties do an activity together and there is no player participation, both parties will be embarrassed. So by cooperating, both sides will be very concerned. You should know that activities are also an important part of game updates. According to channel feedback, users may learn from different channels that the game is holding an activity on a certain day, which can also stimulate players to return to the game. This is directly linked to user return. In terms of activity rewards, channels are not interested in giving away cars, houses, or mobile phones. According to them, practicality is more important. Instead of hyping up the activity and talking big, it is better to give out gifts in a real way. If players really get the gifts, user loyalty will be improved, and more potential user groups will be attracted through word of mouth. 3. Communicate well . The publisher or manufacturer must communicate well with the channel: it is best to inform the channel in advance about holidays, version updates, and new server launches. For example, holiday data replacement, version update announcements, new server test schedules, and server launch news should be notified in advance. Don't wait until you do it before saying it. If you act first and report later, it is natural that the channel cannot provide resources at this time. Therefore, the dynamics of the game should be communicated in a timely manner, and channel attention should be increased by continuously updating the game. The more people on the channel pay attention to your product, that is a good thing. If the channel makes requirements beyond the product, such as adding built-in interfaces to the game, please try to cooperate. Although this kind of built-in interface has been added to the cooperation process, there are some additional requirements that you can try to cooperate with based on the product situation. After all, the channel has made the request, which proves that someone is paying attention to this product; active cooperation will make them feel that they understand each other, and on the other hand, they will be happy to promote the game. Conclusion: When the game quality and channel relations remain unchanged, refined operations are an important means to leverage channel resources, which is also the point that this article most wants to express. |
<<: How should Tik Tok create a hit? Official TikTok hit tips!
>>: 5 user growth strategies from attracting new users to awakening them!
Recommend
How to promote offline activities?
In a year, it is always necessary to plan and exe...
Is focus the only way to make money? What to do to make money?
I've been feeling a bit complicated lately, b...
Master the underlying logic of private domain traffic!
Private domain traffic is not simply about adding...
How do I check the headline index of my Toutiao account? How do I check the Toutiao index today?
Same problem: Where can I check the Toutiao Index...
ASO knowledge that you must know for app promotion (including Android and iOS), ASO optimization strategy
As everyone knows, ASO refers to the search optim...
How to write the copy for Valentine's Day 2018? 10 industries for your reference!
This year's Valentine's Day is actually o...
2022 National Regulations on Rent Reductions Due to the Epidemic: Some businesses in medium and high-risk areas will be exempted from half a year’s rent!
Recently, affected by the epidemic, merchants in s...
How to break through in brand marketing?
1. Market Segmentation In today's diversified...
Mobile Internet Advertising Market in 2019!
2019 is already more than halfway through. Lookin...
Understand the framework system of event operation in 10 minutes
Activities are a booster for any product. Good ac...
How much does it cost to develop a Dalian food mini program? What is the quote for developing Dalian Food Mini Program?
The main factors affecting the price of mini prog...
A collection of common advertising knowledge and terminology
In the previous action guide for Amazon sellers t...
The practical method of increasing 3 million followers on Douyin in 3 months
I have been working on TikTok for more than a yea...
5 key points for Tik Tok monetization!
As one of the short video platforms with the larg...
The event planning effect is poor. How to improve it efficiently and achieve growth?
Event planning and operation are commonplace for ...