According to the 2018 China Game Industry Report, the actual sales revenue of China's game market in 2018 amounted to 214.44 billion yuan, a year-on-year increase of 5.3%, of which, mobile games and client-side games accounted for the lion's share of China's game market segments. Among them, as the two giants in China's game market, Tencent and NetEase both have mobile and client games that gather a large number of players under their banners, and their own game portals have also become an important channel for new players to learn about their games and related information.
The reasons for choosing Tencent's and NetEase's game websites are as follows:
①Similar product content: Tencent's and NetEase's game websites are integrated portals for their respective games, providing catalogs of their games and related news.
②Target users are similar: from the product content, the attraction of the user is mainly interested in their respective games, through the official website as a platform for a deeper understanding of their games.
③ Similar scale: Tencent and NetEase are competitive as two giants within the Chinese game industry. According to the 2018 game industry report, among the top 50 new products in revenue in 2018, the combined revenue share of game products developed by Tencent and NetEase amounted to 44.4%.The number of products developed by Tencent and NetEase in the top 50 new products in revenue in 2018 each accounted for nine.
The age distribution of the crowd in Tencent and NetEase games is relatively similar, both focusing on 20-39 years old; the male-to-female ratio is also dominated by boys, a result that matches the size of game users in the game industry report. There is not much difference between the two in terms of crowd attributes, except that the age of the crowd in NetEase games is younger than that in Tencent games, and there are slightly more female users in NetEase games than in Tencent games, which may be due to the different attractiveness of their respective game styles and gameplay to different groups.
From the geographical distribution point of view, the crowd is mostly gathered in the Pearl River Delta and Yangtze River Delta regions, with Tencent and NetEase have set up R&D centers in these regions, and the economy is more developed, with a high degree of acceptance of the game. NetEase game crowd geographical distribution in the above areas than the Tencent game, but according to industry reports, Tencent game market share is higher than the NetEase game, and revenue is also higher than the NetEase game, the reason may be that this is the search for Tencent / NetEase game crowd geographic distribution, and can not really represent the game's user groups, but also shows that the search for the crowd has not been converted into a good game player.
The distribution of interest in games among people searching for Tencent games and NetEase games is shown in the chart, with NetEase games accounting for a higher percentage of each than Tencent games, and the willingness to pay for games is higher in NetEase games than in Tencent games, which is likely due to the fact that NetEase games are more "kryptonite" than Tencent games, as far as the evaluation on the market goes. This concept has been more y rooted in people's hearts, users have been accustomed to spending more money on NetEase games, the same may also imply that NetEase game revenue trend is higher than the Tencent game.
The source and destination of users searching for Tencent games and NetEase games are shown in the chart, with users searching for Tencent games coming from NetEase games and going to the Tencent gaming platform, while NetEase games are coming from and going to Tencent games, which is a very interesting point, and also confirms the above result of a high volume of searches for NetEase games, but a low conversion rate.
Comparing the information architecture of the Tencent Games website and the NetEase Games website, we can see that there are similarities between the two, with the biggest difference being in the categorization of the game lists and whether or not there is top navigation.
In the classification of the game list, Tencent's game website is categorized according to game types and platforms, while NetEase is categorized according to platforms first, and then adopts different classifications for client games and mobile games. At the same time, Tencent's game website provides a "more" option in the list, because Tencent's subsidiary also has QQ game, which has more types of games. Categorizing by game type is more suitable for players who have some experience in gaming and some understanding of different game types; categorizing by platform is more convenient for players who only want to play games on specific platforms. The user research can be conducted to prove which classification can bring better experience.
In addition, in terms of navigation design, the Tencent Games website does not have a top navigation bar. And the architecture of the navigation bar on NetEase's game is more cluttered and not a good experience. The navigation bar on the official website of NetEase Games is more for NetEase Games' other game-related products to attract traffic, while the official website of Tencent Games does not have a navigation bar, which is more concise and clean, and allows users to focus more on the game list and related information.
In terms of attracting traffic, Tencent's game website gives people the impression that it has a bigger pattern, and even assumes social responsibility, but some of the information should be updated in a timely manner; NetEase's game website is more focused on itself.
The homepages of Tencent Games and NetEase Games are shown in the figure, and both use their own brand theme colors, such as orange, yellow, green, and blue for Tencent Games and red for NetEase Games. The font size of Tencent Game's official website is smaller than that of NetEase Game's official website, which makes it a bit hard to look at. By stretching the browser, you can find that the Tencent Games website has a corresponding responsive design, while the NetEase Games website does not notice this.
The overall feeling is that the Tencent game website is more concise and dynamic, while the NetEase game website is more atmospheric.
① Auto-switching banner
The first thing that attracts people to the two websites is the promotion of the game's banner, which is auto-switched. The difference is that Tencent's game's banner relies more on the differentiation of the colors around it to attract the eyeballs, and the style of the banner is unified, which is a solid-color background with text and game pictures; while the banner of the game is more of a solid-color background with text and game pictures. The game banner is more through the large area to create visual impact, more inclined to create a game atmosphere.
② News
In the news section, Tencent game official website news and banner arranged together, while the NetEase game official website news embedded in the automatic switching banner, but the black background and white characters, or even red characters of the negative layout, according to the book "Confessions of an Advertiser" said, will make the user look more strenuous.
③ Click to switch banner/related diversion
Both Tencent Games' website and NetEase Games' website are designed with a click to switch banner. Tencent Games' is placed underneath the automatic switching banner and news, and its content is the diversion for Tencent's other related platforms and activities; NetEase Games' is placed side-by-side with the news, and embedded in the automatic switching banner, and its content is the same as the automatic switching banner, with the same content as the automatic switching banner, with the same content as the automatic switching banner. The same as the automatic switching banner, I personally think it is not necessary, at the same time and the news side by side when the two do not make a clear distinction, the user is easy to think that this is a whole, the picture also corresponds to the right side of the text, and thus read horizontally, it is easy to cause confusion. Netease game in the automatic switching banner below also provides a card form of related platform diversion, need to slide the mouse to see, and when the mouse slide faster, it is easy to ignore, relatively difficult to notice.
④ Game list
In the game list, the Tencent game official website is designed under the click to switch banner, and the NetEase game official website provides two game lists, the collapsible game list in the fixed navigation bar and the game list designed under the popular game board. Tencent Game's interface is short, so there is no need to design two game lists; while NetEase Game's webpage is long, and since the navigation has already suggested the game lists, the second game list is placed at the back of the page, and after scrolling through the screen, we see the popular games and newly tested games. Here on the NetEase Games website I have a personal query, why not just fix the navigation bar?
Both use corner markers to indicate new and popular games, and Tencent Games also indicates beta games. You can see that Tencent's game has fewer corner markers, while NetEase's has more. NetEase provides a classification of popular and new games, which results in almost all of the games under these categories having corner markers, potentially weakening the credibility of the corner markers.
⑤ Hot Games
Tencent's official website doesn't have a separate Hot Games section, while NetEase Games has a Hot Games section, but the content of the image is basically the same as that of the automatic switching banner and the click-to-switch banner. Personally, I feel that the duplicate content on NetEase's official website is too cumbersome, but users may not pay attention to each and every section when they browse the website, as they do when they write a report on their in-depth experience.
⑥ New game test
As users' attention to this section is relatively not so high, the two new game test are designed in the sidebar. Tencent's official game website doesn't link to the official website of the game in question, while NetEase's does. The Tencent will be hovering the mouse over the board, there will be a button for the previous group and the next group, but the number of test games is limited, clicking on the next group will not result in any results.
⑦ Auxiliary diversion
Again, because this information is relatively unimportant, Tencent's official game website is designed in the sidebar, and NetEase's official game website is designed at the very bottom, weakening the presence of this part of the content.
The experience of the two sites gives me the impression that Tencent Games is too small, while NetEase Games is too much. In terms of architecture, it is recommended that the official website of NetEase games and then organize, the importance of some information level processing, both reached a relatively unified **** knowledge; interface design, can be combined with user research to verify the effectiveness of the design program. We can distinguish several types of core users from the purpose of browsing the website, and then combine the needs of core users, the needs of the company level and the brand tone of the interface design, optimize the operation process and user experience, to achieve better promotion purposes.
There are many differences between Tencent and NetEase in terms of page design, but there are also similarities in the way they handle the hierarchy of information and the layout of the pages, which is worth referring to when designing the same type of website in the future. As two of the largest gaming companies in China, the official website of the game can also be said to represent their respective facades, and there is a need for a good design. Website interaction and interface design need to consider the user experience, both interaction designers and visual designers, need to understand the user experience design, user research methods. But user research needs to pay manpower, material resources, in conducting user research, the methods used and the purpose need to make a variety of trade-offs.
Originally, I prepared for an internship, and although it didn't work out, it was an exercise. I still have a lot of shortcomings, ANYWAY, keep up the good work! /?