Chapter 14 Section 3 How to find the profit model of the online game industry?

It took 3 years from the establishment of the game company to its listing on the New York Stock Exchange.Where is the secret to making "Zhengtu"?Why is it difficult for others to charge, but we have found the point of charging?In fact, it is all made by hard work. As long as you have the right way, you will continue to pour your hard work. All the good advertisements we have had in the past have rarely been a one-time success.Just think about it, come up with a good idea at once, and then realize it, this kind of rare.After the method comes out, it must be constantly tested, tried, and revised, and it takes painstaking efforts to produce a good advertisement.

The same is true for online games.When our game was first made, it was a very difficult game, very difficult to play, I played in it every day, an average of 15 hours in the game, except for eating and sleeping, I spent the rest of the time inside the game.I stayed like this for two years, and I don't have any friends outside, and I don't use a mobile phone either. Basically, I stayed in that virtual world for two years. I didn’t sleep until I saw the sun every day. I went to sleep when the sun came out.After staying like this for two years, when I found out something was wrong while playing, I woke up the technician overnight and told him to get up and fix it.

Then I went to sleep, and when I woke up, I would see if it had improved. After such a toss, first, the game has changed to be more fun; second, the business model has also come out. Because the charging model of online games in the past was all time point cards.That is to say, no matter whether you play or not, you pay first, for example, 5 yuan for an hour, if you want to buy it, you can buy it for 100 yuan, and I will let you play for 20 hours. It used to be like this. When I played in this game, I found that most of the players are students. I didn't charge at that time, because they said that they would stop playing as soon as they charged the card.

In fact, there are many people in the game who are willing to spend money, like me in the game. I once spent 7,000 yuan to buy someone else's account to play a Shanda game.There are quite a lot of people like me, and some people are more willing to spend money than me.These people think that ordinary students may rely on their parents to pay for some food to play in it. If I have money in it, my advantages will not come out, and his psychology will not be balanced.Then the rich man needs those who don't have money. The game is mainly about war, if you want to fight, if the students who don’t have money don’t want to play, who will you kill with your knife when you want to fight?So no one is happy with the rich.So I researched, it should be like this: let these people without money play for free without spending money; Your own organization, such as your own country, your own gang, and the little brothers and sisters of your gang, you can get their money, anyway, you don’t care if you have money.

Later, after a test, it was found that this method is valid in terms of the number of online users and actual income.First, the number of online users. If I use the time point card, I can only achieve 10,000 online users. Using this method, the number of online users can reach more than 100,000, and the number can be much larger.The more people there are, the more lively the game will be. The second is income. If the number of people online is the same, the previous 10,000 people and the current 10,000 people, using my method, the per capita income will be 7 times higher than the previous per capita income method.

Why? Some people are willing to spend more money, and there are quite a lot of people who spend millions of dollars.If you use the point card you used to pay for a few million, it will be enough for him for several months. Why are you willing to spend millions? Because you don't know if you don't play. In the virtual world, people in the real world cannot understand.In that world, he has his glory, he has his social relations, he has his own wife and his own house, and this wife is a human being, not a machine.Then he has his own home, which can also be furnished very well. If the wife is virtuous, hang an oil painting in this place to make the Simmons bed very beautiful; then in that country, if his energy is strong, he can become a king, and when he becomes a king, he can appoint prime ministers and generals; If a country next door invades our border, we have to teach him a lesson. He roared in the game, and thousands of troops followed him, rushing forward with knives; his sense of accomplishment, in fact, I If you feel that you can’t say it, it must be negative. To some extent, it is not negative. It is the kind of glory and pleasure that cannot be experienced in reality.

So as a kind of entertainment, someone is willing to spend this money to buy this kind of enjoyment. In the game world, anyone who has played online games should be able to understand.In reality, I feel that I can’t understand it, because you are not from that world. Ask him to spend more money, and most importantly, let him spend his money on those around him.Because in fact, the game is a society, where there are many friends and many enemies.Especially when there are enemies, he needs more friends around him, and the relationship between friends should be closer.In addition to having close friends of the opposite sex, there are actually many close friends of the same sex, so they must be like-minded.And then to do it, rich man, he's going to spend money for his little brothers.

The person who works hard in the world, the person who breaks the world, he may have no money, he may be a student, or he may be a laid-off worker, but he is very good at playing, and he plays very well with the rich elder brother.I just let rich people spend money for him. Most people are conscientious, you spent money for me, this big brother needs help, I must be doing something wrong.So the relationship between the two of them is better, and the elder brother with a better relationship is more willing to spend money for the people around him.So try to spend money as much as possible, encourage and guide a person to spend money for his friends in the game.

There used to be a lot of points for collecting money in the game, but now it is more restrained.Because others said we were too dark, so we lost a lot later. In the past, there may have been seventy or eighty items of charges, but later they were reduced to only a dozen items. The most typical of these money-collecting items is to arm yourself.For example, some girls spend money to make themselves more beautiful in the game. I remember one time, we held an event to sell roses in the game on Valentine's Day.In the game, 1 yuan is 1 rose, of course it is virtual and not real, and our manufacturing cost is also zero.

Selling roses means letting men buy them and present them to girls.At the beginning, some people bought 99 roses and dedicated them to a girl. As soon as he presented the flowers, there would be an announcement in the game, "Who gave the 99 roses to whom".Now everyone started to fight together, and some people started to buy 999 pieces, and finally 9999 pieces.Because once he likes that girl in the game, sometimes he doesn't care about money. Some people are very stingy with their money, but they are not stingy with others.So everyone will fight to see who loves the other half of their game more.

We sold maybe 50 million roses that day. How is the price determined?First of all, you can't make consumers feel expensive, but make them acceptable.For example, like the rose above, if you set it at 100 yuan, almost no one buys it. If you set it at 1 yuan, everyone can afford it.But you can rely on the mechanism to guide him to spend more money, increase the amount, and increase the amount without capping. For example, if I have a game, I want to set a gem on a knife.In our design, this knife is the best knife, and it costs him 1,000 yuan.But if you buy a 1,000-yuan gemstone and set it on, everyone will definitely not buy it. The way we designed it later was like this, let him buy a gem for 10 yuan, set it up, and the probability of success is 1%.In fact, it was 1000 yuan in the end.But this is easy for him to accept, and the consumption will be wide. This kind of consumer psychology depends on trial and error, or trial and error. The method is very simple, because I am a player in the game. Of course, those players don't know who I am, so I just chat with them. I have an idea, I first ask them from the side, of course I can't expose myself. I just said, in other games, what do you want to do, do you think this is good?What do you think about other games that want to push something? I will ask 10 or 20 players, listen to their opinions, and then I will make a preliminary judgment based on their opinions. As long as it's a consumer-facing business. As long as your company does not produce means of production or steel, as long as it is directly oriented to consumers, I think you will face this problem, and you must study consumers.