The increase in user scale has almost stagnated. Where can I find the increase in the game industry in 2022?

Kelvin

January 2, 2023 at 3:34 am

Only a small number of long boards are not enough to succeed.
The text/Yiguangliu
If you use a word to describe the game market in 2021, Grape King feels "stock".
Is when the Internet population dividends are attenuated, the competition for users has accelerated the competition within the game market. The "inner rolls" of game companies and the surge in game research and development costs are to grab a place in the stock environment.
The general manager of the sales operation and operation of Tencent's advertising industry, describing the current characteristics of the current era, namely (prone), (uncertainty), (complexity), and ambiguity. In his opinion, in such a major environment, the game's success can no longer rely on the "single long board to leverage the market" model, but must improve the ability in all aspects, otherwise it will inevitably be at a disadvantage in fierce stock competition.
The changes in demographic dividends are closely related to traffic, and Tencent advertisements that focus on changes in the traffic market are more sensitive to the trend behind. Last week, at the "2021 Tencent Advertising Game Industry Annual Summit", Huang Lei and leaders and guests shared their judgment on the future market. After the meeting, Huang Lei also accepted a number of media groups and further shared the various response strategies they tried.
01 challenges brought by the stock market
The game market will continue to expand this year.
In the data of the "2021 China Game Industry Report" recently released by the China Institute of Working and the China Game Industry Research Institute, the actual sales revenue of the Chinese game market in 2021 was 296.513 billion yuan, an increase of 17.826 billion over last year Yuan, a year -on -year increase of 6.40%. Among them, the domestic revenue of self -developed products reached 255.819 billion yuan, an increase of 15.627 billion yuan from 2020, an increase of 6.51%year -on -year.
The is worth noting that the growth rate has slowed down, the former increases by 15%, and the latter slows down by 20%. It can be seen that the distance between the domestic game market is not far away. This phenomenon is inseparable from changes in the environment. First of all, according to data from the National Bureau of Statistics, the domestic birth rate fell below 1%in 2020, and the demographic dividend gradually disappeared.
followed, the size of domestic Internet users has also stabilized. According to data, as of September 2021, China Mobile Internet monthly active households have reached 1.167 billion, which has become saturated. Correspondingly, the growth of mobile game users has also slowed down sharply. According to the "2021 China Game Industry Report", in 2021, the number of Chinese game users reached 666 million (including 656 million mobile game users) %.
Chat Huang Lei judged that in the future competition environment, the game market will enter the VUCA era.
"First of all, it is easy to degenerate. For example, the market environment will be very varied, and user preferences will be adjusted continuously; secondly, uncertainty, such as the emergencies of the epidemic always make the public accident, and the market will be affected; the complexity will be again; again the complexity; In the past, the three elimination energy fires, now the three elimination SLG is to be done. In the future, you may have to do three -eliminate SLG cards to meet the market requirements. Finally, it is blurred, just like players' preferences are often blurred. "
Specifically, the high investment in "The original God" is easy to see. In addition, we have recently excavated the layout of Mihayou in various subdivided directions such as music, operations, content, The improvement of all -round production capabilities, and the introduction of corresponding talents is closely related to the success of the last product.
It, as Lilith's new products this year, all of which have very representatively chose the charter marketing play. The 100 million budget made them a good volume. But on this, it is the polishing of product style, innovative thinking and attempts, and long -term heavy investment accumulation. In terms of perspective, there is a working model and talent strategy that is different from the industry 996 to support various businesses.
The products in the head market have repeatedly proved that the necessity of comprehensive improvement in game products in the future will be far greater than the past. It is worth noting that under this demand, the first to welcome the stock market challenge is the field of traffic. The reason is simple. This is the "first battlefield" for each family to compete for limited users.
"Generally speaking, the unit price is still rising, but according to different categories and play methods, the increase is also different." Huang Lei believes that to reduce marketing costs, it is important to follow the trend, make early fission, and seize research and development of research and development The long board: "At present, the environment will bring some difficulties, but the big waves are began to see gold, and they will show advantages in the future. Excellent quality will be a major advantage of future games. "
Themid is more challenges behind the quality. The team's ability needs to be more comprehensive, the production skills are more detailed, more diverse, and all aspects of strategies must also be. More flexible to make more influential products. "Perhaps in the future, a game will be done well and its word of mouth will burst."
"But there will be a large number of products that are not done well in the future." There will be more phenomenon of all -bones. "Therefore, in order to make preparations for this change in advance, Tencent Advertising has started to upgrade the platform this year and carry out a comprehensive innovation.
02 How to solve the traffic dilemma?
The judgment on the trend of "full -scale product", the core strategy of Tencent Advertising has been on "how to meet the full life cycle marketing demand". However, in the future, such demands are not large and complete, but will be fully and detailed. Specifically, the challenges of multiple levels will be welcomed:
First of all, after the concentration of single product resources, how to make each budget more detailed while taking into account the efficiency; Added the competitiveness of the manufacturer; again, after the marketing scenario is generalized, how to respond and adapt to strategies and resources; in the end, after the product category becomes more, how to support the diverse demands of differentiated categories, and reach the corresponding correspondence User group.
For these pain points, Tencent Advertising also proposes corresponding solutions:
, the platform integrated strategy improves efficiency
Tencent advertisement used a unified industry release terminal. This year, the game was launched. The industry professional version is launched to improve efficiency. Recently, on this basis, the underlying function optimization has been carried out, and changes in advertising creation average time -consuming decline and review time saving. It is worth mentioning that they have also increased the global management model across accounts, improved the efficiency of multi -account management, and solved the great pain point of the optimization division.
In addition, Tencent Advertising is still testing the function of one -stop release, which will further improve the efficiency of manufacturers in the future.
2, refine the comprehensive mining effect of "certainty"
The optimization of the bidding tool first.
The first edition of Tencent's advertising game industry, more focused on optimizing the goals, which is also the usual model of the unified investment end in the past. The disadvantage is that the customized demand is difficult to meet; In order to improve the effect, the problem is that it is difficult to cope with diversity demands, shake effects, and the tool matrix is lacking.
So the third edition of this time focused on the enhancement of the algorithm and the polishing of matrix tools. At present, for different types of payment types and different life cycles, Tencent Advertising provides corresponding bidding tools. At the same time, it will integrated operations based on mechanisms such as game category data, personalized data models, and advertising modes to maximize ECPM.
S. Specifically, the user base that is easy to miss in the past that "the first day of payment is low but the payment habits are good for multiple days" are now easier to reach. For example, an analog business product uses a paid bid model at a time, and the per capita ECPM has increased by 10%; the first day of LTV, which is corresponding to the paid group, increased by 20%, and the 7th LTV increased by 50%, with significant effects.
It the accumulation of the underlying database.
The optimization of ECPM needs to be combined with game category data, but after new categories enter the database, it is often prone to difficulty classification, resulting in inaccurate data. For example, the previous "Battle of Golden Shovel" was divided into gameplay, but it was not actually similar gameplay. Therefore, Tencent Advertising has also formulated the "industry knowledge map" strategy on the underlying mechanism. That is to collect the planning information of the overall product, from various dimensions and various information in each dimension, make a lot of information supplement to the product to strengthen the correlation between products, categories, companies, and even different information. This solution to the relevant difficulties encountered in launch.
In order to collect more accurate information, Tencent Advertising sometimes contacted different partners in half a year in advance to understand the positioning of each product. At present This team is also growing.
This is the evolution of the platform intelligence.
Prepritrimation of game manufacturers often encounter a few major problems: ca n’t catch the big R; the volume is difficult, and it can't be stable; and is the launch of the metaphysics? Behind these issues include uncertain factors, so Tencent Advertising is also targeted at this status quo, trying to use manufacturers to be supplemented by system intelligent orientation models to strengthen the certainty of the release.
It this model is different from the pure manpower model of manual direction, experience screening, and manual adjustment, and with the establishment of databases and knowledge bases, algorithm AI will be more reliable.
It in Huang Lei's view, in the future, the optimization division will become a person who formulates strategies and refine creativity. AI will be their powerful tool: "Games are cultural industries, and pitcher needs a certain aesthetic ability, material identification and identification capabilities. , This experience will not be replaced, and the more tools will be, the higher the value of the optimization division. "
3, the widening of the marketing scenario of the whole region
Diversified, productive demands, and the diversification of marketing scenarios, this year Tencent Advertising is also trying richer marketing scenarios and play.
The first step is to open the bottom of the marketing scene. Open Tencent Advertising with products in many fields such as entertainment, socialization, and information, and optimize the effect.
In terms of effect optimization, the first is to screen high -quality traffic, such as WeChat, QQ small world, and many video video strategies; preferred mechanisms for excellent exchange; WeChat, QQ shopping number, Tencent's dynamic strategies, etc. The second is to explore more interactive forms, such as interactive advertisements such as the circle of friends, selection cards, and other interactive advertisements; incentive video suspension pendants, QQ highlight posters large cards, excellent exchange style preferred advertisements, etc.
In the optimization of the linking link, such as the mechanism of reservation, large bag reduction, interactive efficiency and effectiveness around the game life cycle; Ending improvement and conversion rate functions.
It products based on the mechanism of "resonance caused by user cognition to resonate". On the one hand, Tencent Advertising will continue to increase the support of mini -games, such as encouraging mixed monetization and long -term business strategies, and consumed platform strategies such as consumption of cashback; on the other hand The commercial models such as mutual choice and small tasks will gradually open up cooperation with game products.
4, digging more and more abilities to cope with various scenarios
This is the ability to expand category first. In addition to the continuous expansion of conventional traditional categories, it is worth noting that this year Tencent's results in women's orientation and two -dimensional segment category. For example, "Love of Light and Night" helps Tencent based on the current women to the market, and also proves that Tencent's research on the category is enough to form a business.
The success of this product is inseparable from the systemic scheme given by Tencent Advertising on the recommendation of the launching proposal, and the proposal of these solutions stems from the results of the category infrastructure strategy mentioned earlier. "At the beginning, everyone felt that Tencent's users basically did not play" Love and Producer ", but in fact we also helped" Love and "matched with a suitable user group."
After full research, after the completion of the knowledge base infrastructure, Tencent Advertising can also reach more efficiently to reach female groups with different attributes. "For example," Love of Light and Night "will use the male lead's cosplay to invite potential user bases, or integrate with online interactive methods such as gift giving, and its play is not a purely buying strategy. "
It is the ability to accumulate multi -scenario operation marketing.
The current marketing plan for Tencent Advertising to the full life cycle of the game has corresponding response strategies, but the changes in gameplay, the birth of the category, and the evolution of user demands will give birth to more changing scenarios and corresponding marketing marketing Strategy. Therefore, Tencent Advertising is also connected to resources that can be called, learning different products on the one hand, and establishing a more comprehensive response.
Huang Lei believes that although the current examples are still most, they are still conducting research and analysis to deepen understanding and establishing knowledge bases.
In general, Tencent Advertising in 2021 conducted a comprehensive and targeted innovation, and more importantly, they were trying to meet and cope with future market changes. Only by continuously upgrading can we satisfy the full -scale marketing demands of the game. Presumably, there will be more successful cases born on Tencent Advertising in the future.
03 changes are approaching,
Itfuel can win
In the expected future, the stock market will inevitably become the normal state in the future, which may be a double -edged sword for the game industry.
The disadvantage is that the ceiling of the market within a certain cycle is difficult to increase, the opportunities are limited, and the competition will continue to increase. At this time, a single play and extreme strategy may lead to failure.
The benefits are that each product can gather more resources, and they are more likely to form a strong potential energy and even become classic IPs. At this time, the game products will not only be an online application, but also move closer to the "content of a circle of online and offline and even the user circle.
"Therefore, the future game manufacturers will also focus. Because the cost of trial and error is too high, it is more intensive. Carefully do one or two products and serve their users well. This is the impact of the stock." Huang Lei Judgment: "But there is no increment. On the one hand, the cross of the game and games in various fields will have new opportunities. On the other hand, there will be incremental overseas. At the same time A new direction. "
Due to the change, it is necessary to plan ahead. No matter which category, which platform, and what playing, for domestic or foreign users, only by preparing more comprehensive can we increase the chance of breakout. Fortunately, such as Tencent Advertising, a platform that is very sensitive to changes has taken the lead in response.
So, for future products, see the trend well to make every choice, take the power of all parties in the industry, and believe that you can get out of a more solid way.

1 thought on “The increase in user scale has almost stagnated. Where can I find the increase in the game industry in 2022?”

Kelvin
January 2, 2023 at 3:34 am

Only a small number of long boards are not enough to succeed.
The text/Yiguangliu
If you use a word to describe the game market in 2021, Grape King feels "stock".
Is when the Internet population dividends are attenuated, the competition for users has accelerated the competition within the game market. The "inner rolls" of game companies and the surge in game research and development costs are to grab a place in the stock environment.
The general manager of the sales operation and operation of Tencent's advertising industry, describing the current characteristics of the current era, namely (prone), (uncertainty), (complexity), and ambiguity. In his opinion, in such a major environment, the game's success can no longer rely on the "single long board to leverage the market" model, but must improve the ability in all aspects, otherwise it will inevitably be at a disadvantage in fierce stock competition.
The changes in demographic dividends are closely related to traffic, and Tencent advertisements that focus on changes in the traffic market are more sensitive to the trend behind. Last week, at the "2021 Tencent Advertising Game Industry Annual Summit", Huang Lei and leaders and guests shared their judgment on the future market. After the meeting, Huang Lei also accepted a number of media groups and further shared the various response strategies they tried.
01 challenges brought by the stock market
The game market will continue to expand this year.
In the data of the "2021 China Game Industry Report" recently released by the China Institute of Working and the China Game Industry Research Institute, the actual sales revenue of the Chinese game market in 2021 was 296.513 billion yuan, an increase of 17.826 billion over last year Yuan, a year -on -year increase of 6.40%. Among them, the domestic revenue of self -developed products reached 255.819 billion yuan, an increase of 15.627 billion yuan from 2020, an increase of 6.51%year -on -year.
The is worth noting that the growth rate has slowed down, the former increases by 15%, and the latter slows down by 20%. It can be seen that the distance between the domestic game market is not far away. This phenomenon is inseparable from changes in the environment. First of all, according to data from the National Bureau of Statistics, the domestic birth rate fell below 1%in 2020, and the demographic dividend gradually disappeared.
followed, the size of domestic Internet users has also stabilized. According to data, as of September 2021, China Mobile Internet monthly active households have reached 1.167 billion, which has become saturated. Correspondingly, the growth of mobile game users has also slowed down sharply. According to the "2021 China Game Industry Report", in 2021, the number of Chinese game users reached 666 million (including 656 million mobile game users) %.
Chat Huang Lei judged that in the future competition environment, the game market will enter the VUCA era.
"First of all, it is easy to degenerate. For example, the market environment will be very varied, and user preferences will be adjusted continuously; secondly, uncertainty, such as the emergencies of the epidemic always make the public accident, and the market will be affected; the complexity will be again; again the complexity; In the past, the three elimination energy fires, now the three elimination SLG is to be done. In the future, you may have to do three -eliminate SLG cards to meet the market requirements. Finally, it is blurred, just like players' preferences are often blurred. "
Specifically, the high investment in "The original God" is easy to see. In addition, we have recently excavated the layout of Mihayou in various subdivided directions such as music, operations, content, The improvement of all -round production capabilities, and the introduction of corresponding talents is closely related to the success of the last product.
It, as Lilith's new products this year, all of which have very representatively chose the charter marketing play. The 100 million budget made them a good volume. But on this, it is the polishing of product style, innovative thinking and attempts, and long -term heavy investment accumulation. In terms of perspective, there is a working model and talent strategy that is different from the industry 996 to support various businesses.
The products in the head market have repeatedly proved that the necessity of comprehensive improvement in game products in the future will be far greater than the past. It is worth noting that under this demand, the first to welcome the stock market challenge is the field of traffic. The reason is simple. This is the "first battlefield" for each family to compete for limited users.
"Generally speaking, the unit price is still rising, but according to different categories and play methods, the increase is also different." Huang Lei believes that to reduce marketing costs, it is important to follow the trend, make early fission, and seize research and development of research and development The long board: "At present, the environment will bring some difficulties, but the big waves are began to see gold, and they will show advantages in the future. Excellent quality will be a major advantage of future games. "
Themid is more challenges behind the quality. The team's ability needs to be more comprehensive, the production skills are more detailed, more diverse, and all aspects of strategies must also be. More flexible to make more influential products. "Perhaps in the future, a game will be done well and its word of mouth will burst."
"But there will be a large number of products that are not done well in the future." There will be more phenomenon of all -bones. "Therefore, in order to make preparations for this change in advance, Tencent Advertising has started to upgrade the platform this year and carry out a comprehensive innovation.
02 How to solve the traffic dilemma?
The judgment on the trend of "full -scale product", the core strategy of Tencent Advertising has been on "how to meet the full life cycle marketing demand". However, in the future, such demands are not large and complete, but will be fully and detailed. Specifically, the challenges of multiple levels will be welcomed:
First of all, after the concentration of single product resources, how to make each budget more detailed while taking into account the efficiency; Added the competitiveness of the manufacturer; again, after the marketing scenario is generalized, how to respond and adapt to strategies and resources; in the end, after the product category becomes more, how to support the diverse demands of differentiated categories, and reach the corresponding correspondence User group.
For these pain points, Tencent Advertising also proposes corresponding solutions:
, the platform integrated strategy improves efficiency
Tencent advertisement used a unified industry release terminal. This year, the game was launched. The industry professional version is launched to improve efficiency. Recently, on this basis, the underlying function optimization has been carried out, and changes in advertising creation average time -consuming decline and review time saving. It is worth mentioning that they have also increased the global management model across accounts, improved the efficiency of multi -account management, and solved the great pain point of the optimization division.
In addition, Tencent Advertising is still testing the function of one -stop release, which will further improve the efficiency of manufacturers in the future.
2, refine the comprehensive mining effect of "certainty"
The optimization of the bidding tool first.
The first edition of Tencent's advertising game industry, more focused on optimizing the goals, which is also the usual model of the unified investment end in the past. The disadvantage is that the customized demand is difficult to meet; In order to improve the effect, the problem is that it is difficult to cope with diversity demands, shake effects, and the tool matrix is lacking.
So the third edition of this time focused on the enhancement of the algorithm and the polishing of matrix tools. At present, for different types of payment types and different life cycles, Tencent Advertising provides corresponding bidding tools. At the same time, it will integrated operations based on mechanisms such as game category data, personalized data models, and advertising modes to maximize ECPM.
S. Specifically, the user base that is easy to miss in the past that "the first day of payment is low but the payment habits are good for multiple days" are now easier to reach. For example, an analog business product uses a paid bid model at a time, and the per capita ECPM has increased by 10%; the first day of LTV, which is corresponding to the paid group, increased by 20%, and the 7th LTV increased by 50%, with significant effects.
It the accumulation of the underlying database.
The optimization of ECPM needs to be combined with game category data, but after new categories enter the database, it is often prone to difficulty classification, resulting in inaccurate data. For example, the previous "Battle of Golden Shovel" was divided into gameplay, but it was not actually similar gameplay. Therefore, Tencent Advertising has also formulated the "industry knowledge map" strategy on the underlying mechanism. That is to collect the planning information of the overall product, from various dimensions and various information in each dimension, make a lot of information supplement to the product to strengthen the correlation between products, categories, companies, and even different information. This solution to the relevant difficulties encountered in launch.
In order to collect more accurate information, Tencent Advertising sometimes contacted different partners in half a year in advance to understand the positioning of each product. At present This team is also growing.
This is the evolution of the platform intelligence.
Prepritrimation of game manufacturers often encounter a few major problems: ca n’t catch the big R; the volume is difficult, and it can't be stable; and is the launch of the metaphysics? Behind these issues include uncertain factors, so Tencent Advertising is also targeted at this status quo, trying to use manufacturers to be supplemented by system intelligent orientation models to strengthen the certainty of the release.
It this model is different from the pure manpower model of manual direction, experience screening, and manual adjustment, and with the establishment of databases and knowledge bases, algorithm AI will be more reliable.
It in Huang Lei's view, in the future, the optimization division will become a person who formulates strategies and refine creativity. AI will be their powerful tool: "Games are cultural industries, and pitcher needs a certain aesthetic ability, material identification and identification capabilities. , This experience will not be replaced, and the more tools will be, the higher the value of the optimization division. "
3, the widening of the marketing scenario of the whole region
Diversified, productive demands, and the diversification of marketing scenarios, this year Tencent Advertising is also trying richer marketing scenarios and play.
The first step is to open the bottom of the marketing scene. Open Tencent Advertising with products in many fields such as entertainment, socialization, and information, and optimize the effect.
In terms of effect optimization, the first is to screen high -quality traffic, such as WeChat, QQ small world, and many video video strategies; preferred mechanisms for excellent exchange; WeChat, QQ shopping number, Tencent's dynamic strategies, etc. The second is to explore more interactive forms, such as interactive advertisements such as the circle of friends, selection cards, and other interactive advertisements; incentive video suspension pendants, QQ highlight posters large cards, excellent exchange style preferred advertisements, etc.
In the optimization of the linking link, such as the mechanism of reservation, large bag reduction, interactive efficiency and effectiveness around the game life cycle; Ending improvement and conversion rate functions.
It products based on the mechanism of "resonance caused by user cognition to resonate". On the one hand, Tencent Advertising will continue to increase the support of mini -games, such as encouraging mixed monetization and long -term business strategies, and consumed platform strategies such as consumption of cashback; on the other hand The commercial models such as mutual choice and small tasks will gradually open up cooperation with game products.
4, digging more and more abilities to cope with various scenarios
This is the ability to expand category first. In addition to the continuous expansion of conventional traditional categories, it is worth noting that this year Tencent's results in women's orientation and two -dimensional segment category. For example, "Love of Light and Night" helps Tencent based on the current women to the market, and also proves that Tencent's research on the category is enough to form a business.
The success of this product is inseparable from the systemic scheme given by Tencent Advertising on the recommendation of the launching proposal, and the proposal of these solutions stems from the results of the category infrastructure strategy mentioned earlier. "At the beginning, everyone felt that Tencent's users basically did not play" Love and Producer ", but in fact we also helped" Love and "matched with a suitable user group."
After full research, after the completion of the knowledge base infrastructure, Tencent Advertising can also reach more efficiently to reach female groups with different attributes. "For example," Love of Light and Night "will use the male lead's cosplay to invite potential user bases, or integrate with online interactive methods such as gift giving, and its play is not a purely buying strategy. "
It is the ability to accumulate multi -scenario operation marketing.
The current marketing plan for Tencent Advertising to the full life cycle of the game has corresponding response strategies, but the changes in gameplay, the birth of the category, and the evolution of user demands will give birth to more changing scenarios and corresponding marketing marketing Strategy. Therefore, Tencent Advertising is also connected to resources that can be called, learning different products on the one hand, and establishing a more comprehensive response.
Huang Lei believes that although the current examples are still most, they are still conducting research and analysis to deepen understanding and establishing knowledge bases.
In general, Tencent Advertising in 2021 conducted a comprehensive and targeted innovation, and more importantly, they were trying to meet and cope with future market changes. Only by continuously upgrading can we satisfy the full -scale marketing demands of the game. Presumably, there will be more successful cases born on Tencent Advertising in the future.
03 changes are approaching,
Itfuel can win
In the expected future, the stock market will inevitably become the normal state in the future, which may be a double -edged sword for the game industry.
The disadvantage is that the ceiling of the market within a certain cycle is difficult to increase, the opportunities are limited, and the competition will continue to increase. At this time, a single play and extreme strategy may lead to failure.
The benefits are that each product can gather more resources, and they are more likely to form a strong potential energy and even become classic IPs. At this time, the game products will not only be an online application, but also move closer to the "content of a circle of online and offline and even the user circle.
"Therefore, the future game manufacturers will also focus. Because the cost of trial and error is too high, it is more intensive. Carefully do one or two products and serve their users well. This is the impact of the stock." Huang Lei Judgment: "But there is no increment. On the one hand, the cross of the game and games in various fields will have new opportunities. On the other hand, there will be incremental overseas. At the same time A new direction. "
Due to the change, it is necessary to plan ahead. No matter which category, which platform, and what playing, for domestic or foreign users, only by preparing more comprehensive can we increase the chance of breakout. Fortunately, such as Tencent Advertising, a platform that is very sensitive to changes has taken the lead in response.
So, for future products, see the trend well to make every choice, take the power of all parties in the industry, and believe that you can get out of a more solid way.

1 thought on “The increase in user scale has almost stagnated. Where can I find the increase in the game industry in 2022?”

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