[2014 WOT Shenzhen Station Lecturer Interview] Tencent Zhang Dan: Mobile games will be further segmented

From November 21 to 22, 2014, the 2014 WOT Global Software Technology Summit Shenzhen Station hosted by 51CTO Media will be held in Shenzhen, and technical personnel and corporate practice users will gather in Shenzhen.

WOT is the most influential technology summit in China hosted by 51CTO Media. Since 2012, it has been adhering to the concept of focusing on technology and serving technical personnel, and has won unanimous recognition from the majority of IT practitioners and technology enthusiasts, becoming an important technology sharing and exchange platform as well as a network expansion platform in the industry.

The 2014 WOT Shenzhen Station will invite the most famous Internet and innovative enterprise technology leaders from home and abroad to publicly share their most popular technologies. The sharing covers six major themes, with a total of 30+ courses, including mobile game operations, operation and maintenance development, Web security, data mining, team management, etc., as well as the technology trends in the next two to three years. Click to register >>

The interviewee of this interview is Zhang Dan , the speaker of the <Mobile Game Development and Operation> forum at the 2014 WOT Shenzhen Station. He is currently the director of the New Terminal Operation Center of the Tencent Interactive Entertainment Operation Department. He has 10 years of experience in wireless Internet and game operations and is the technical person in charge of Tencent Mobile Game Open Platform, Tencent Mobile Game Platform and Tencent Mobile Game SDK.

Zhang Dan, technical director of Tencent Mobile Game Open Platform, Tencent Mobile Game Platform, and Tencent Mobile Game SDK

Zhang Dan's speech at this forum was titled "Sharing on Tencent Game Cloud and Social Mobile Game SDK", which included practical information such as Tencent Game Cloud practice, optimization of mobile game access layer, and development and planning of mobile game SDK. In order to let you know Zhang Dan's understanding of mobile games and the achievements of Tencent Game Cloud and Social Mobile Game SDK in the field of mobile games in advance, 51CTO conducted this interview. The interview transcript is as follows:

51CTO : What do you think of the current development trend of the domestic mobile game industry? What problems exist? What are the key factors affecting the development of the entire industry?

Zhang Dan: I’m sorry, I’m mainly responsible for the technical operation of mobile games in the company, and I haven’t done much research on the development trend of the industry. There are a few phenomena that can explain this:

1. The effect of the demographic dividend has begun to disappear, and the growth rate of mobile game users has shown a clear slowdown trend.

2. Winning through quality products. Data for the first half of the year:

The top 10 games on the best-selling list account for 60% of the entire market’s revenue, the top 25 games account for 80% of the market, and the top 50 games account for 92% of the market.

3. Mobile game types will be further subdivided, and products will become more and more diversified.

4. With the continuous influx of mobile games, user loyalty is getting lower and lower. Games without core gameplay, long-term operation and stable experience will soon be abandoned by users.

51CTO: What are the inevitable factors behind a successful mobile game?

Zhang Dan: Based on the data of the current relatively long-term successful mobile games, my personal opinion is:

The most important thing is to have a core gameplay and immersive experience that is difficult for players to get bored of.

Due to the convenience and connectivity of mobile phones, interaction between players (socialization) is one of the "play methods" in mobile games that is least likely to make people get bored.

Secondly, the operation of game activities is also a key factor in ensuring the continued success of the game, and domestic mobile games are relatively good at this.

In addition, the timing of market entry and the quality of the game are also very important. Mobile game users are relatively less loyal and less patient, and are more likely to switch to new games. If they are not quickly attracted by the game content and receive stable service quality at the beginning, they are very likely to leave.

51CTO: What is the current relationship between domestic channels and game developers?

Zhang Dan: I think the channel parties should provide more platform functions and operation functions to game developers, so that game developers can focus more on the research and development of gameplay and help the game achieve greater success.

For example, in addition to accounts and payments, it provides games with operational functions such as data analysis, message push, announcement services, marketing activities, customer service forums, relationship chains, rankings, invitations, sharing, chats, and other social functions, as well as crash analysis, login failure analysis, screen recording, and other value-added functions. Games can quickly access and gain a more stable user experience and stronger operational capabilities, helping the game succeed.

51CTO: What do you think will be the trend of the mobile game market in the next two years?

Zhang Dan: Here I can only give you some of the data I have seen so far:

The size of the action game user group has gradually increased and has surpassed that of card games.

Currently, due to the delay problem of mobile networks, there are relatively few successful real-time battle games. With the arrival of 4G and the continuous optimization of network quality, real-time battle games will become a new rapid growth point.

51CTO: What experiences or suggestions would you share with entrepreneurs working in the mobile gaming industry?

Zhang Dan: I don’t have much experience to share, but I believe that if game developers and channel platforms trust and cooperate with each other, they will achieve greater success.

The above is 51CTO’s interview with Zhang Dan , the speaker of WOT Software Technology Summit Shenzhen Station on <Mobile Game Development and Operation> . More content can be found on the official website of 51CTO Summit Shenzhen Station .

2014 WOT Global Software Technology Summit Shenzhen, what are you waiting for? In addition to hands-on experience, there are also technology trends for the next two to three years. Will you let yourself miss such a technology conference?