There will still be some problems. When we launch products in the future, we will give priority to buying in North America. If we feel that the cost of water testing in North America is too high, we will use more developed regions in Europe as intermediate purchases to test materials and products. Because getting North America means getting more than half of the earth. After North America is taken down, at least most of the markets in Europe will not have much problem. In addition, materials from the North American market are used in areas such as the United Kingdom, Germany, France and Italy, and there is not much pressure.
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Regarding the choice of the market, there is no choice in regions such as Europe and North America. After all, 60% or even 70% of the income contributed by the final user may come from these regions. In addition to some major European countries, such as Britain, France and Germany, there are other countries that have also received good feedback, such as Turkey, the Netherlands and Belgium. Moreover, opportunities in Latin America, Africa and the Middle East are also very great. In fact, we were not optimistic about these regions in the early stage, because the economies of Africa and Latin America were not developed. However, it was later discovered that these regions only have a longer payback cycle. For most people who go to sea, what we evaluate is the reward. As long as we can get back the original, it is worth doing. The same is true in the Middle East, where you can try it in Saudi Arabia and the UAE.

Fourth, ultra-casual games also need to be optimized

The fourth point I want to share is about product optimization. One of the views I heard the most when working on ultra-casual games is that "Ultra-casual games should be launched quickly, tested quickly, and removed quickly. Just do it, change if it doesn’t work, don’t optimize like heavy games, it may end the market optimization. Has been preempted". But from our experience, this is not the case. The optimization of ultra-casual games is very important. A small point may also have a greater impact on the early retention and return. I mainly talk about three major areas: game retention, game localization, and game revenue optimization.

  1. Keep

For us, the game launch test is only the first step, and the subsequent optimization is the real start. A small adjustment in the early stage may have a big impact on the game.

For example, the game you make is of level, and data management is very important. You need to find out where the player gets stuck. For example, in one of our products, almost 10% of people were dropped in the 11th level. We optimized this point, and the subsequent stays increased by 8%-10%. The other is about the adjustment of the difficulty curve. There is a game developed in cooperation with "Straight Guy". The difficulty is very high. All the girls in our team have been lost in the first five levels. The audience for ultra-casual games is 8 years old and 60 years old. The game is so difficult, can the market accept it? So we had a lot of communication with the developers at that time to reduce the difficulty of the first 50 levels, the girls of the team could play it, and the retained data after the launch was also improved. So when we look at the difficulty curve of the game later, more female players may try it out. At the same time, we also found that in the US rankings, the difficulty of the front levels of the top-ranked games is very low.

  1. Incentive settings

The second is about incentive settings, such as encouraging multiple logins. The life cycle of ultra-casual games is very short, so in order to allow players to stay longer, the rewards in the game to encourage users to log in next time are very worthwhile. And after doing it, you will find that there is indeed a retention of the whole

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Pub: Feb 14 2021 11:18 UTC
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