2023 vivo Game Developer Salon·Light Leisure Special Session Sharing Operation Secrets with Multiple Parties

Following the successful conclusion of the 2023 vivo Game Developer Salon·Medium and Heavy Industry Special Session in Shenzhen at the end of last month, on July 6, the second session of the 2023 vivo Game Developer Salon: Light and Leisure Special Session was also successfully held at the Shenzhen Bay Ecological Technology Park Release Center hold. This salon focused on the light casual game category. The relevant persons in charge of vivo games and game publishers shared their experiences in the salon. Many industry related people also came to the salon to actively exchange and discuss related topics.

vivo game platform’s leisure category ecology is booming, and users have a lot of experience in operation

The salon was first led by vivo game business senior Director Zhang Caiyun made an opening speech. Subsequently, Zhang Yaoji, vivo game intermodal data analyst, elaborated on the overall performance and trend analysis of the current game leisure category on the vivo platform. Zhang Yaoji first said that the current number of vivo game users continues to grow, and at the same time, the improvement of user quality and the increase of users' willingness to pay have brought new incremental space for casual games.

Zhang Yaoji analyzed the active category composition at the top of the platform and the current development performance of each game category, and believed that casual games and vivo game platforms The user compatibility is high, and the vivo platform occupies the top priority of users in downloading casual games. Since casual games have a high degree of compatibility with the platform, have a rapid growth trend, and the quality of users is also constantly improving, there is greater room for subsequent growth of casual games on the vivo platform. In addition, Zhang Yaoji also shared the specific performance of the top leisure categories on the vivo platform in the market and insightful analysis of the sources of incoming users for each category, providing a reference for game developers to carry out subsequent operational activities and new traffic strategies.

Later, vivo casual game operations manager Tao Lei shared the growth of the core distribution, activity, and turnover data of casual games on the platform, and demonstrated the platform from four aspects: resource flow expansion, recommendation enhancement, function expansion, and material efficiency improvement. Strategies and functions in casual game operations.

Regarding casual game user operations, Tao Lei divided the vivo platform strategy into three parts: user segmentation, active operations, and social development, and introduced this: vivo After completing the multi-dimensional attribute segmentation of games and users, intelligent dynamic tags are combined and targeted operations are carried out; at the same time, version reservation functions, supporting in-game subscription activities and schedule reminders are launched to achieve full-cycle operations; in terms of social development, vivo uses game clubs The group realizes efficiency improvement in multiple operational scenarios.

At the level of payment optimization, based on the characteristics of large-scale active casual games and significant payment nodes, vivo will focus on how to break the ice of user payment, continue to deepen payment, and long-term maintenance of paying users as the focus of commercial operations. While constantly optimizing the efficiency of operating gift certificates for regular users, we will continue to expand the membership benefit system and the continuous draw of flash sale gift certificates to achieve the enhancement of user welfare perception and the improvement of commercial value.

Not only that, vivo has also optimized its support policy for premium games to help premium game developers effectively solve the problems of low traffic and difficulty in acquiring customers.

Finally, Tao Lei shared the vivo game platform’s plans for the development of casual games: the platform will continue to expand system traffic and optimize resource efficiency; at the same time, the platform also plans to open up more resource operation rights to developers. As well as capabilities such as voice teaming, self-service gift packages, and payment on behalf of others. The platform eagerly awaits developers to convey their ideas and needs and work together to improve the scale of the game.

Join hands with developers for long-term operations to achieve win-win results, and centrally operate small games to promote openness

In the salon event, we invited the game "Run Away! Boy" Mr. Wu Qi, the long-term operation case sharer of "Baoyi Distribution", participated in it and shared his experience with everyone. As a game publisher, Baoyi insists on long-term operations: focusing on the "unique fun" of its products, truly serving users, and recognizing the basic market but not following the trend. When it comes to the game "Run Away! Boy", Baoyi adopts differentiated strategies for the large version and daily version of the game, focusing on both product and operation aspects, and cooperates with vivo to make the large version seize the opportunity. "Opportunities for growth"; the daily version focuses on "how to truly retain users" and "serve users well", taking advantage of the vivo game platform to improve operating methods in four aspects: activation, new recruits, return, and payment, and has gained gratifying results Results. "Runaway! Boy" will also maintain closer long-term refined operations with vivo to continue to achieve win-win cooperation.

vivo Mini Game Product Manager Huang Yongping then shared with the theme of “Innovation and Change” that vivo implements centralized operation and distribution of mini games through the Miaowan mini game app. Strategies and practices for operating with users. In addition to introducing the considerable ecological data and user portraits of the Miaowan mini-game app, Huang Yongping also introduced the product functions and operational activities created by platforms such as welfare tasks and gift certificate functions to promote mini-game activity and revenue, and demonstrated vivo's commercial Launch scenario innovation and purchase volume support policies created by customized scenarios to help developers improve efficiency. The vivo gaming platform has also built a complete user feedback response processing mechanism to minimize the negative impact of user feedback and ensure the gaming experience.

Finally, Huang Yongping focused on the introduction of support policies for vivo’s newly upgraded mini-games this year. High-quality mini-games on the platform will be available in the Miaowan mini-game APP and the mobile phone system. Received considerable resource exposure support to help developers acquire customers for the game at the beginning of its release and promote game activity after its release. For developers who purchase purchases externally, the vivo platform will also provide strong support policies, including discounts on share ratios and internal resource exposure subsidies for purchased games, to fully help developers increase the purchase recovery ratio. In addition, in terms of the convenience of placing external purchase volume on the end, the Hardcore Alliance will cooperate to unify the package names and external investment links of small games in the hardcore channel. Developers can use this unified link to externally launch games to improve the delivery efficiency and achieve Reduce costs and increase efficiency.

In the salon Q&A exchange after the sharing session, vivo actively exchanged views with major game developers and industry guests on the topic of light and casual games, and discussed development paths and cooperation opportunities. In order to actively respond to market changes, continuously innovate and optimize services, the vivo game platform has created this feast of ideological collision with game developers. The 2023 vivo game developer salon·light leisure session also ended successfully with a warm exchange of opinions and results. In the future, the vivo gaming platform will continue to actively respond to market changes, continue to innovate and optimize services, and communicate closely with game developers to achieve mutual benefit and win-win results.

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