A huge number of cloud map game versions, tapping opportunity groups and triggering new growth in the game

On January 17, the 2024 OEGC Massive Engine Game Conference was held in Guangzhou, with the theme of "Future Play". It is hoped that advanced technology and concepts can be used to build a game business model that leads the development of the industry. The conference mainly focuses on the four major directions of "intelligent delivery", "full-cycle game management", "open ecology" and "incremental new track", providing in-depth insights into the pain points and demands of enterprises in business scenarios, aiming to share insights with Chinese game manufacturers. Build a new future of sustainable growth.

At present, the overall development trend of the game industry is improving and the business environment has been greatly improved. However, marketing pain points are still obvious under the fierce competition for purchase volume. In order to better solve customer problems, Judao Cloud Atlas will upgrade the game version in 2024, aiming to provide better content creation guidance, help build users' minds, and at the same time help game customers break through the traditional purchase model and tap more high-quality Players, make more good games that users like and promote the healthy development of the game ecosystem.

Currently, more than 500 game customers have opened and are using Huge Cloud Map to manage game digital assets, and the number of games covered has increased by 96%. They use Juduo Cloud Map to solve various problems encountered in Douyin marketing, such as mining high-quality users, making good insights into game content and materials, etc. At the same time, Juduo Cloud Map is also constantly optimizing and iterating product capabilities and marketing methodologies. , continue to help game manufacturers break through growth bottlenecks.

01 The huge cloud map game version is upgraded to help good games, good content, and good ecology

Break through the traditional purchase model and help game customers on Douyin It has become the common expectation of the entire industry to realize the connection from marketing to operation and find a suitable playing style at different life stages of the game. As a data strategy platform for game manufacturers in Douyin marketing and user management, this upgrade of the Jujuan Yuntu game version will be more suitable for the game industry through the construction of core capabilities such as "game opportunity crowd" and "game ecological list" , while helping customers make marketing decisions and user management.

Among them, the game opportunity crowd has broken through the bottleneck of industry purchases and truly helped game customers discover high-quality players. The game ecological list has established an evaluation system for good games, which can help customers know themselves and their enemies better, and empower customers with good games. A game customer said after using the game version list function: "The differentiated data assets mastered by the huge amount of Yuntu provide differentiated lists. We can very intuitively understand which games have performed well on Douyin recently. , what actions have been taken."

02 Game version opportunity crowd strategy, more accurately find "new increments"

Focus on the two problems faced by game customers The problem of large users is: one is incremental new acquisition, how to find high-value groups; the other is existing efficiency improvement, how to accelerate conversion for the groups that have already been reached.

In the past, game customers were often in a dilemma when acquiring users. The crowd was defined too narrowly, which was accurate but difficult to measure, so it was not a real breakthrough; the crowd was defined too broadly, and it faced imprecision and high costs. cost issue. Judao Yuntu Game Edition accurately finds the high-quality people that the brand wants to reach through the analysis of the crowd of competing games, the analysis of the inflow and outflow of people between games, and the analysis of the inflow and outflow of people between tracks; at the same time, it can also look at the penetration rate of converted people. Pre-investment/post-investment penetration comparison, penetration comparison with competing products, etc. to estimate the target population space. Finally, formulate an integrated marketing strategy with "people" as the core.

When a certain game is about to be launched in public beta after the reservation period, analysis found that there is a certain gap between the A1 exposure and the A2 grassroots crowd, and it is urgent to maximize the number of A3 activation crowds. The game side conducts core TA mining through a huge number of cloud map opportunity groups; and carefully selects [Industry Opportunity Crowd Packs] that are close to the core group portraits of this game. At the same time, it targets the two major scenarios of content marketing and live broadcast conversion for testing, and continues to deepen the species. Grass has accumulated strength for A3 conversion; after the investment, a set of opportunity crowd evaluation system was established, which verified the value of the industry opportunity crowd package for the promotion of new games. In the end, the A3 level increased by 400% compared with the pre-investment level, and the activation cost dropped by half.

Scenario: A certain card management game, new game reservation/launch period

Pain point: There is no historical conversion data during the reservation period, and it is urgent to activate when it goes online. It is necessary to identify the core conversion group and complete the effective Reach

Strategy: Opportunity group New locates core users/similar groups to salvage, cooperates with brand hard advertising to achieve exposure/interaction improvement, and obtains more A3 activation groups in the same period

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A certain game has entered the flat promotion period and is about to usher in its first version update. Customers urgently need to use the huge amount of cloud images to save assets for the version update period and make conversions. There are three main types of problems faced by Focus: high activation rate but how to use it efficiently, low efficiency of paid links, and difficulty in balancing volume and cost. By creating a motivation model for game players to guide the placement, we can mine the crowd from breadth, precision, and detail, enrich customized material content, and operate game assets for thousands of people. At the same time, we deeply analyze the characteristics of activated paying crowds and use tag factories to establish game fun classifications. Create a multi-dimensional system of player type x game fun x material segmentation x content type. In the end, it helped customers achieve crowd activation and payment growth. The A3 crowd increased by 62% compared with the pre-investment period, and activation costs were reduced by 30%; crowd payment CVR increased by 387%, and payment revenue increased by 65%.

Scenario: A competitive shooting game, the first version update

Pain point: A large number of people have been accumulated in the early stage, and the first version update is coming. It is necessary to tap the value of the crowd during the big promotion period to effectively promote circulation/ Improve conversion

Strategy:

Industry insight list New, diagnose game problems, formulate new strategic goals & directions

Opportunity crowd NewRefined crowd x content characteristics, achieve thousands Advertise to thousands of people to help attract new users/increase conversions

In addition to the important life stages of game promotion and version promotion, the flat promotion period cannot be ignored. A certain game faces many problems such as difficulty in attracting new users and poor payment. It urgently needs to improve the efficiency of attracting new users and paying for it. Accurately locate the core indicators that affect new acquisitions and payment through the huge cloud map industry insight section, and find the labels of the core groups that should be reached by new acquisitions and payment; and split this part of the opportunity population into those that should not be reached and those that have been touched. Effective crowd, custom feature modeling to achieve precise efficiency improvement. In the end, the client achieved an overall improvement of 70% increase in exposure to opportunity groups, 152% increase in payment, and 48% increase in conversion rate.

Scenario: A certain Journey to the West category game, during the flat promotion period

Pain point: High-value people have been bought by competing products. I didn’t buy it; for those who bought it, expose the difference in payment

Strategy:

Industry Insight List New, diagnose game problems, and formulate new strategic goals & directions

Opportunity Crowd New helps tap high-value crowds (subject matter/game play), models game content interests, and guides the production of new materials. life cycle. A game customer entered the two-dimensional mobile game track for the first time. During the reservation period, he faced the problem of "whether the positioning of high-value groups is consistent with the core group of game development" and "how to tap high-value opportunity groups." By disassembling the decision-making of the search crowd, we build a crowd decision-making model, model and cluster the two-dimensional strategy crowd, and conduct customized operations based on crowd characteristics to match customized content and experts; during the big promotion period/flat promotion period, through dynamic Model monitoring and iterative optimization of strategies can effectively seize high-value opportunity groups.

Scenario: A new tour, reservation period

Pain point: Where are the high-value groups? What content should be used to communicate and how to reach them?

Strategy: Insight into high-value groups through opportunity groups Customization of crowd tag characteristics and content to help experts grow grass and topic marketing

##03 Game Leader Plan, allowing good games to grow significantly on Douyin

At the same time, Judao Yuntu·Game Edition targets the top 100 games in the industry, focusing on launching the Game Leader Plan, providing game manufacturers with 1V1 exclusive team support, in-depth product co-construction, customized customer service, and massive exposure of co-construction resources. , allowing the huge amount of cloud maps to become the "data decision-making brain" of manufacturers, helping to achieve the goal of "selling every game".

You can contact the corresponding direct customer sales and sign up for the Jujuan Cloud Map-Game Edition Pilot Plan

In the future, Jujuan Cloud Map hopes to join hands with service provider partners to achieve a common goal Build a good game ecology and achieve the goal of increasing game new arrivals and improving stock efficiency; at the same time, Judao Cloud Map will continue to improve and update products, continue to leverage the game version’s data decision-making capabilities, assist game manufacturers in long-term operations, and promote the rapid development of the game industry .

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