Five core points: How to carry out refined operations of mobile games

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Mobile game operation can be understood as a process of realizing traffic monetization through sales and promotion by relying on (product) mobile games. The general process is: release products, import users, users experience games, generate consumption, and realize traffic monetization. Therefore, mobile game operation has very clear goals: to obtain a large number of user groups, increase user activity, and find a suitable profit model/increase revenue. The following is an analysis of the five core aspects of mobile game operation:

1. Product preheating

Preheating plays an important role in the entire operation process. The purpose of preheating a mobile game is to let the market and users feel the existence of the product and accumulate momentum for future development. Preheating can be divided into the following channels:

(1) Preheating in the media zone: As a pioneer in product exposure, media preheating is a core of product operation. Mobile game media is a gathering place for a large number of mobile game users. (Media preheating methods include news, gift packages, and strategies. Diaosi users like to study these strategies and activities. We can organize some series of activities and videos such as giving away recharge cards and product exposure videos in the media zone to increase the market popularity of the product.) Therefore, preheating is also a core test of operation;

(2) Ranking on the channel's "New Game Anticipation List" by increasing forum popularity through preheating activities such as "visiting the forum" and "signing in" to achieve the goal of rushing to the top of the list;

(3) WeChat official account preheating: WeChat preheating is a new way of mobile game operation, because it is more flexible than media and can interact with users. The preheating of the official account can be done in the form of sending red envelopes, gift packages and lucky draws, so that users who follow the game official account can understand the product preheating process in advance.

2. Improve the game's ability to attract traffic

The most important goal of traffic operation is to have a good ability to attract traffic through channels. This includes ICON screenshots, game introductions, subtitles, etc. As the game's top display page, this plays a vital role. Traffic operation has become the core competitiveness of current mobile game operations. The design of ICON can follow the following three principles:

(1) Design based on the product’s main selling point;

(2) User preference-oriented (Q version, freshness);

(3) Keep trying and comparing data (keep adjusting).

3. Improve product retention rate

Mobile game users are fragmented. Mobile game products have more choices than PC games and web games. If you cannot retain users after attracting them, your efforts are in vain. The purpose of operating activities is to help retain users. The following three methods can influence user retention through operational means:

(1) Continuously log in to the game to receive gold ingots;

(2) Level up within seven days and get a real prize. Give away iPhone 5S or other products to keep users;

(3) The first gang war of the new server will start on the third day of the server opening, giving players short-term goals to pursue.

4. Improve the product’s ability to attract money

To keep users, the most important goal of game operation is to monetize traffic. For game operation, there are four points that can be done:

(1) Deeply explore game payment points

Knowing where to pay is the key to getting users to pay, and this is also the basis for making a good game. Operators can spend money to play their own games and know where in the game to attract users to spend money.

(2) Comprehensive system activity planning

To ensure the revenue of the game, activities are the most controllable means of operation, but the activities of mobile games must be a complete set, because the operation process of mobile games is relatively long, usually more than one year, and the card game is shorter, between 6-8 months, so a comprehensive activity plan is required. There is no need to have too many activities, but not too few is not good either. Generally, 3-5 activities are controlled, because the online time of mobile game users is very short.

(3) Big R’s considerate service gives users a sense of belonging

The payment rate of mobile games is generally not too high. Good games have a payment rate of about 6%. Big spenders are very important. The service for these users must be considerate. How to be considerate? There must be big spenders customer service to serve these players. They can handle problems as quickly as possible. It is like the platinum channel of a bank, and there are various big spenders benefits to make players spend money to get value.

(4) Controllable version iteration to ensure continuous payment of the game

Mobile game operation is not a guerrilla war. There is a long process from product launch to iteration. Mobile games require payment upfront, so the early experience is faster than that of terminal games or web games. Therefore, version iteration is the core of operation. Whether the version can keep up determines the revenue of this product next month or in the future. The update rhythm of mobile games is relatively regular now. Generally, small gameplay and new cards are released every half a month, and new functions and new goals are released every month to keep players interested.

5. Build a good reputation

The key to good operation is to build a good reputation and attract more people to join the game through user communication. There are three points to building a good reputation:

(1) Leverage product highlights to get users to share how fun the game is. This will create a good reputation that needs to be built if many people play the game.

(2) Through small general prizes (small recharge cards + more prizes), we conduct forum, media, and WeChat activities to allow more players to actually receive rewards and win the reputation of players.

(3) Comment maintenance: assign dedicated personnel to manage comments. Use official accounts to guide responses to questions raised by players in comments to enhance the official image. Hold “comment activities” to guide more players to participate in comments and increase the number of positive reviews.

Conclusion

In addition to having good operational capabilities, the operating team's attitude towards the product, the company, and themselves will determine whether the entire operating team's combat effectiveness can continue to operate a number of products. "Attitude" is also the most important factor in measuring how far an operating team can go.