The significance of big data to the refined operation of games

With the advent of the big data era, what are the challenges facing the mobile Internet? How to realize the refined operation in the background of big data? Mobile games and how to combine with big data, in the future to find their own position? With this series of questions, today to see Tencent data platform department Wang Tao is how to understand.

Tao Wang (taoang): Tencent data platform department senior product manager, worked in Baidu's data department, based on big data mobile analytics architecture design, mobile APP operation and mobile information push has a wealth of experience, Tencent cloud analytics, Tencent mobile push pigeon project leader.

Here's the interview:

What are the challenges facing mobile games in the context of big data?

Wang Tao: The biggest difference between mobile games and end-game page games is that there is channel integration. In the end-game era, there is no specialized channel to put the game together, players may only know CF or DNF, but it is difficult to know what and where the competitors of these games are. But when it comes to mobile gaming or the mobile Internet era, games or apps are put together for comparison thanks to channels like the APP Store, GooglePlay and numerous domestic channels. This leads to two results, firstly, users are well aware of how many choices they have and will know how each game or app is rated. Second, the switching cost for the user would be much lower. As an example, in the PC era, everyone watching the news will habitually go to the same portal, and no one will tell you the ranking and score of each portal and other information, in the same vertical field and did not know how they rank. But in the era of mobile Internet, this pattern has obviously changed, your game or application is with many developers to compete. Especially on the APPStore, you are competing with developers around the world.

Tencent data platform department Wang Tao: the significance of big data on the game fine operation

Secondly, with the flattening of information, the global exchange of information has become faster and faster, and the time difference is gradually reduced, may be a minute after what happened in the big city, the whole village inside the small mountain people know. If 10 years ago is still earning the money of information asymmetry, with the arrival of the era of big data, information technology, your game or application to stand out, it becomes very difficult.

How can a mobile game retain more users?

Wang Tao: Now I found that many users have a characteristic, that is, they like to download all the Top5 games and then make a handsome selection. So how to do differentiation, I think the most important point to seize the players is still the picture, in fact, everyone is outside the Association, this is undeniable. So how to use the picture in the first five minutes of the game to seize players is the most important. Because at that time the player has not been exposed to the core gameplay of your game.

The second step to retain users, you can create a small climax in thirty minutes. You can set up some very gorgeous battles, or let the user to overcome some challenging copies, never in let the game is very flat at the beginning. After the first day, you can let the user touch the core gameplay, tell yourself what is different from others, and where is your innovation. Users in a level at the same time, the developer is actually in the pass, five minutes, thirty minutes, a day, how to let the user to stay, only to consider how to let the user to pay.

What are the most important reasons for players to leave the game through your analysis of big data?

Wang Tao: We did a very large amount of statistics in WeChat and other games, set hundreds of variables, through Tencent's calculation of more than a hundred million users every day, and finally found that the biggest factors affecting the players to stay are two points.

Wang Tao, Tencent's Data Platform Department: The significance of big data to the refined operation of games

1. Frustration

Frustration is the most important factor affecting user retention. By looking at data such as "number of failures", "number of consecutive failures", "completion of tasks", etc., we can see that once these values exceed a certain amount, the churn rate of players leaving the game will greatly increase. Once these values exceed a certain amount, the churn rate of players leaving the game increases greatly. Through the study of the data, found that the user through the rate than the game set when the time is low, this time can be reduced by reducing the difficulty of the game to enhance user retention.

For those users who leave the game out of frustration, we can push them back into the game with messages or operational activities. For those users who are faltering, we can send them some props or gift packs to help them get through the difficulties they face. So this requires the payment of data, for each user, choose the operation that suits them and do refined operation.

2. Loneliness

There is always a sense of loneliness in mobile games nowadays. The same is the online game, in the end-game era, similar to the guild, national war, gangs, these games, we use Q group or YY in contact with each other, we are very, very high contact. But now the mobile game are in the major lonely feeling, the so-called online games are like a single game. Every game to the middle and late most important must be social factors. So far, the mobile game in the social aspect of the social no breakthrough progress, now the social elements are only shallow social. In the end-game era, there are many medium-heavy players, every day with another player to fight copies, PvP, this is the most effective way to retain players.

It's the loneliness of players due to a poor sense of socialization that explains the relatively short average lifespan of mobile games. Some good end game and page game life up to 10 years, but in the mobile game era, the game life can have half a year has been very good, many developers make the game out to make a fortune and go. Those who have a long life game, players have feelings in it, mainly inside a group of good brothers, these are the most important factors to stay in a game. Nowadays, handheld games are also relatively lacking. Through our statistics, the number of friends of the players and the time on the game is directly proportional to the number of friends, the more the number of friends, the players in the game is the longer the time.

What is the significance of product push, and how does it work for mobile gaming?

Wang Tao: Players who have played games like COC, these games have a characteristic of using time or stamina as a payment point. A lot of players who are not willing to pay will do other things while the building is being constructed or while their stamina is returning. But when people go to do other things, it is very easy to forget the game, so this suitable for pushing plays a very important role. If there is a local message when the building is completed or the stamina is restored, players will quickly return to the game and continue to fight. We have done the statistics, a game in the case of push will have a 50% increase in the simultaneous online rate than when there is no push, these are all supported by real data.

And through our carrier pigeon Pro, we can also accurately know the payment style of each user, each player, the length of the game and so on, and then do a precise push to provide a success rate.

The above is what I have shared with you about the significance of big data on the refined operation of the game, more information can be concerned about the Global Green Ivy to share more dry goods