Theme: "Based on the long-term goal, lead the release of innovative production capacity of casual games"
Head of Ohayoo Publishing Studio-Li Cong
Ohayoo released a series of explosive products based on the overall platform traffic advantage, but also found some problems: high screening standards made it difficult for many developers to enter the game and missed some good games. Therefore, it is a top priority to accompany developers to set up projects and optimize products. How does Ohayoo help developers do casual games well? From the essence of distribution, maximize the commercial value of products. While users obtain cost-effective products, they empower developers in the stages of project establishment, optimization and distribution. Solve the fundamental problems for developers from the aspects of charging test, charging performance and charging solution. After that, the problems of liquidation and retention are solved by optimization. Enhance product value by all-round marketing means such as brand and drive.
Theme: "Starting from the" zero "burden, talk about the new future of international business of casual games"
Oha yoo- Head of Overseas Distribution of Schoberlin
80% of the games we downloaded come from casual games, which is a market worth exploring. At present, some well-known domestic manufacturers mainly focus on actions or heavy categories, and have not really explored them. Overseas users themselves pay more attention to the core gameplay, and the core gameplay itself is universal.
So how to play overseas games well? The marketing of project establishment, optimization and growth has become an essential basic skill. The big data platform based on Ohayoo regularly combs and monitors, and the data released based on the game is precipitated to developers, helping developers to establish projects has become the first step towards the explosion. Refined training to increase income has become the second step towards the explosion. It is an important third step to increase the purchase volume through publicity close to local culture. Creative foundation has also become the key to cooperation, and incentive policies have become better support. I hope more developers can join in and try to go out to sea.
Theme: "Create a benign ecology and empower leisure game innovation"
Ohayoo China Commercial Director-Li Kaixuan
Because of our past experience, Ohayoo tried to realize this very new business model through advertising, which stimulated the whole casual game market again. In addition to nearly 80% commercialization rate, we are also pleasantly surprised to find that this game based on advertising realization has truly achieved the perfect unity of game fun and commercialization.
Ohayoo is a mobile native casual game: this kind of game is completely developed for mobile terminals, with some characteristics of vertical screen design, fragmentation time and hang-up element.
Compared with other platforms or publishers, Ohayoo has the following advantages: First, relying on the industry's first content platform, Ohayoo has a large number of creative creators and extreme algorithm distribution, which provides the best platform for our game announcement. Second, Ohayoo's understanding of advertising commercialization is still relatively advanced in the industry. Whether it is a huge engine and a huge customer budget, or a pangolin advertising platform, we all think it is the best partner to innovate the business model of casual games. Third, Ohayoo uses a data-driven methodology. We introduced data-driven research and development methods in the process of game project establishment and optimization. From the reality, we can judge the player's interest in the game through the most basic gameplay video.
Ohayoo is also committed to helping developers upgrade their anti-risk ability, improve the retention rate, provide players with deeper games and bring more lasting happiness.
Theme: "Helping the new development of smart economy and creating a new infrastructure for the game industry"
Zhong Le, Head of Pangolin's Overseas Game Business
The increasingly explosive and growing casual game market has become a challenge for the industry. According to the data of the third-party research report, in 20 17 years, there were only1100,000 monthly users of global super casual games. However, since 20 17, the user scale of super casual games has exploded, reaching 860 million monthly users, and the user scale has increased by more than 700%.
With the launch of pangolin platform in 20 17, the advertising revenue of leisure games in 20 18 increased by three times compared with that in 20 17. Among the TOP 100 games, the number of games realized by advertisements has also increased by 50%, and casual games are at the forefront of the download list all the year round. It is precisely because of the entry of Pangolin platform that the entire leisure game industry in China has also ushered in explosive growth. Recently, the scale of users in China market tends to be saturated, and the growth rate of mobile game revenue is also slowing down, which makes the commercialization of applications more and more important. How to achieve the perfect balance between user experience and commercialization benefits and maximize the value of the game is a realistic problem faced by developers.
We can see that the whole game industry faced many challenges in the past year, but the pangolin platform rose against the trend and still made great achievements. In Pangolin, the share of game developers has increased by more than 200% on average. Behind the growth and data, a larger and healthier benign ecology has been formed. Pangolin has helped its partners achieve good results through high realized income and accurate customer acquisition, and also made developers get the greatest return.
In the future, the platform will provide developers with better advertising monetization services from the perspectives of budget, products, services and market. I hope to inspire innovation with all developers, bring joy to global players and help developer by going up one flight of stairs.
Theme: "Diversified income channels promote a virtuous circle of game ecology"
Zhao Yingying, head of Pangolin's domestic game business
One of Pangolin's solutions is to realize the refined operation of the whole life cycle of the game, that is, to maximize the flow value in all aspects such as game selection, advertising interaction and cashing, so as to help the user scale grow continuously and healthily.
How to maximize the value of traffic? Pangolin provides opportunities for game developers to display advertisements and materials for advertisers, and its formula is revenue = advertisement display ×eCPM/ 1000. On the one hand, explore high-quality interactive forms that can improve in-game advertising display, from screen opening to stimulating videos, and balance user experience and benefits. On the other hand, constantly optimize the recommendation technology to improve the advertising conversion rate. At the same time, based on the traffic diagnosis tool, you can gain insight into the realized income of all different user groups, get reports from different dimensions to guide the next purchase and realization, help the game optimize the ROI of each channel, and realize omni-channel purchase and closed loop.
Theme: games, content, culture.
Bi Li Bi Li Zhang Feng Company Senior Vice President
Zhang Feng, senior vice president of Billie Billie, delivered a speech at the game industry innovation summit:1995-The Z era born in 2009 has three remarkable characteristics: First, the aesthetic awakening. They no longer passively accept aesthetic education, but know what they want. Second, they live in the era of the highest disposable income of material culture in China, so their awareness of copyright and paying for content is very strong. Third, they are willing to pay for their strong feelings and express their feelings. Therefore, the most needed game in the Z era is content-based products. There are three key indicators of content-based games: first, content quality, including its world outlook, artistic style, role setting, numerical balance, technical stability and so on. Second, the life cycle of content-based games needs to be extended by constantly putting in high-quality content, constantly updating versions, constantly putting in new characters, new plots and new levels. The third is the audience size of the game. An important factor in whether it can become an explosion is cultural compatibility.
How is the daily operation of Li Li? First of all, Li Li uses the concept of IP to play all the games. We believe that IP is the long-term value, which can span hardware and time, so a company can achieve sustained and long-term success. IP is basically an element that is difficult to bypass. Secondly, we will continue to sign products for stand-alone, mainframe and indie games. We believe that content-based products will occupy a very large share in the game industry in China in the future. Thirdly, Billie believes that content-based products are highly dependent on creativity, and even large-scale manufacturers need small and medium-sized teams to provide enough creativity, so Billie continues to cooperate with various small and medium-sized teams.
Because of its diverse forms, games will be the most important content scene and cultural carrier for future content production and cultural output. I believe that China will soon become the largest producer and exporter of content in the world.
Theme: "john young goes out to sea with rice"
Head of overseas game distribution of Xiaomi Games-Wei Wang
Opportunities to develop global games can be viewed from two angles: one is to see where the users are, and the other is to see where the money is. The countries with the largest number of users are China, India, the United States, Brazil, Russia, Indonesia and Japan, and the release of user groups is basically proportional to the global population distribution. It is worth mentioning that when you are in a low-income country, if you account for a very high DAU, the whole income will change dramatically. The largest part of income is China and the United States, followed by Japanese and Korean, and then European countries. The characteristics of China, Japan and South Korea are that the local R&D strength is strong, while the head CP in the European market is less.
Xiaomi mobile phone ranks in the top five in about 50 smart phone markets around the world, and 25 countries have entered the top three. There is also a strong growth in market share in the distribution of Xiaomi APPStore, which reached 280 billion in September 20 19 and will be nearly 400 billion in 2020.
How does Xiaomi Store expand users? First of all, for many users in third world countries, this may be their first time to buy a smartphone, so we will tell users about this APPStore when installing a new machine, where you can find the latest and hottest applications and games. Second, Xiaomi Store supports no account downloading. In many countries, many people are unwilling or unable to register accounts. We can provide a very convenient and fast download for Xiaomi mobile phone users. Third, Xiaomi also focuses on making game evaluation articles and videos. Fourth, Xiaomi will regularly push less active players. Fifth, Xiaomi will gradually expand the game center to the whole world, and the game center will carry game-related evaluations and videos. Sixth, Xiaomi also pays attention to the information flow in overseas browsers. Seventh, pre-installation, which is divided into factory pre-installation and application recommendation. Eighth, offline experience stores and Xiaomi fan groups.
Xiaomi has a special website where manufacturers can find all overseas related laws, regulations, resources and access conditions, so that manufacturers can make good use of Xiaomi. I hope to establish contact and cooperation with various manufacturers in the future.
Theme: "Technological Innovation Helps China Games Go to Sea"
Pei Meng Yan, Vice President of Curvature on Cloud
The global network environment is more complex, and the network development in different countries is different. When data is transmitted between countries, it will be regarded as data delay, packet loss and other problems. Curvature on Cloud has developed a RTM system, which is a global real-time message service. The average domestic delivery time of the system is 20ms, and the global message delivery time is100 ms. ..
Games also carry culture, so the optimization of translation is particularly important. Real-time translation system is a model based on tens of millions of game corpora and the latest neural network technology architecture. The translation system supports translation between 23 languages, collects a large number of online terms used by players, and even the spelling mistakes of players can be accurately translated. The translation system also supports speech-to-text and speech translation functions in more than 20 languages.
The security and audit of game content has always been a problem that game manufacturers need to solve. We have developed a content review system, which combines natural language processing and deep learning to deal with pornographic, political, religious, racial, pornographic, abusive, discriminatory and scary advertisements in intelligent identification, texts, pictures and audio and video. First, it will recognize the language, and then do some corresponding processing.
Now the game pays more and more attention to the integration of research and transportation. We developed a data analysis platform to integrate research and cloud. This data platform can pay for the integration of research and transportation. Mainly for game planning, game operation, game research and development, game customer service, and even related algorithm students to make good use of data and facilitate use.
Curvature on the cloud hopes to serve more customers and more industries.