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How Operation Influences Game Performance in Asia Market | Yuli Zhao

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How Operation Influences Game Performance in Asia Market | Yuli Zhao

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How Operation Influences Game Performance in Asia Market | Yuli Zhao

  1. 1. Era of Angels - Live Operation Strategy Yuli Zhao SVP of Corporate Development, Yoozoo Interactive
  2. 2. Era of Angels(天使纪元 ) Introduction:EoA is an independent-developed MMOARPG game by Yoozoo, featured in various characters and plenty of dungeons and challenges. With the long storyline and intensive PVP content, it presents an remarkable adventure for ARPG fans. Product launch:11th January 2018 Market Performance Era of Angels achieved 6.5 million reservations before the beta test. The total income reached 50 million RMB within the first five days and the total registered users was over 10 million in two months. ·The best selling App on Tencent application platform in January ·No.1 app on 360 game platform in January in terms of downloading times and income ·The top 10 selling Apps on Huawei Appstore ·The top 10 selling Apps on Apple store for months Keywords:Magic World, Massive-Multiplayer On- Line, Action Role-playing Game
  3. 3. Covered by Ice breaking events Covered by Long- term events Covered by Special events General consumers Premium consumers Core consumers • Important part of the game ecology • Low engagement • Prone to further explore the game by time accumulating; • Relatively slow development in the game, taking long time to unlock the whole game content (maps, functions…) • Stronger engagement in online activities; • Keen on monthly/weekly packages to increase efficiency in order to meet higher challenges • Selectively pay for proper packages (rare gear, skins…) • High engagement; • Strong challenging desire and willing to have continuous investment in order to be at the top • Love to collect various skins and frequently precipitate in Special events The Relation between Consumer Groups and Operation Strategy
  4. 4. Icebreaking Events Icebreaking Accumulated Playing time Payment Amount All game content Early content in first 5 days First Payment Package Marginal Consumers Target on General Consumers, consists of low priced paid content for consumer retention Level Investment+ First Payment Reward Goals: attempts to turn general consumers to premium consumers, so that they can reach more game content within specific time. It also provides motivations to login in the following weeks Long-term Activities Special Activities Event Name Goals Event Rules Note Level Investment Maintain continuous logging in; Increase Paying rate Players can spend 300 diamond to purchase the package. They can gain considerable diamond reward when they reach different levels. There are 8 staged reward, with total diamond reward exceeding the initial payment. First Payment Reward Increase Paying rate and small amount payment Receive the reward by any amount of payment Small rewards to guide players to this page. Words Collection Maintain high level of daily active users (DAU) Collect “Sky” “God” “Arriving” “Soon” “Dark eyes” by eliminating specific monsters/boss of certain dungeons More functions/maps experienced
  5. 5. Long-term Events Appear on Markets or activity pages for long time, mainly about low or medium priced paid content for premium consumers Icebreaking Accumulated Playing time Long-term Events Special Events Event Name Goal Event Rules Note Daily discount package Increase continuous payment; Increase small amount payment Only once per day, costs diamond It is not counted in First payment; does not increase VIP exp. Daily limited package Increase continuous payment; Increase small amount payment Only once per day, costs diamond; Containing special pets shards It is not counted in First payment; does not increase VIP exp. Daily accumulated payment Increase continuous payment; Increase small amount payment Three kinds of rewards under three level of payment Additional rewards after continuous payment (over 5 days) Monthly package Increase DAU Costs 300 diamond, gained 300 bound diamond immediatelyand received 100 bound diamond everyday for 30 days Diamond Investment Increase DAU Increase medium amount of payment Choose to buy in under three standards, gaining continuous diamond back in the followingdays Players can choose one from 680, 1280, 1880 diamond investments for only once Payment Amount Packages with low and medium prices Goal: guiding premium players to have long-term investing intention, becoming core consumers
  6. 6. Special Events Appear on Special event page for short time period, featured in high priced packages, targeting on core consumers Icebreaking Accumulated Playing time Featured in high priced packages Goal: meeting the needs of core consumers (for high challenges, high battle power and high ranking in the server) Long-term Events Special events Payment Amount Event Name Goal Event Rules Note Daily challenge Increase DAU; Increase small-amountpayment Guiding plays to try core functions/challenges Time: the first seven days of a new server Players will unlock a series of tasks in each day and will receive extra rewards when finish all tasks Players can only see the current and previous tasks Players does not need to finish all tasks within a single day but within the seven days, and cannot see the followingdays’ tasks before it comes Total payment rank Increase high priced package sales Players are ranked by the total payments with in the first seven days Consumers on the top of the list can receive corresponding rewards Mainly for core consumers, but also contains packages for general and premium consumers Total diamond consuming rank Increase diamond sales Players are ranked by the total payments with in the first seven days Consumers on the top of the list can receive corresponding rewards Daily Competition Increase large-amount of payment Time: the first seven days of a new server There will be one competition each day about one specific dimension (character level, energy consumed…) Rewards will be sent to players on the top of the list at the end of each day Battle Power Goal Increase DAU; Increase payment rate; motivate player by setting goals for plays Time: the first seven days of a new server Players can receive corresponding rewards when Battle Power/Levelsreach certain standard Level Goal
  7. 7. VIP lv1 Criterion: spend 6 RMB VIP lv2 Criterion: spend 30 RMB VIP lv3 Criterion: spend 80 RMB VIP Lv4 Criterion: spend 120 RMB VIP Lv5 Criterion: spend 200 RMB ·Increase lucky money upper limit to 200 bound diamond ·VIP symbol in chatting channel ·100 times for “like” ·Unlock Voice messages ·Free teleport ·increase 10% exp from killing monsters ·3 extra pray opportunities ·Unique ‘nobly symbol’ ·Increase lucky money upper limit to 200 bound diamond ·150 times for “like” ·Free teleport ·increase 10% exp from killing monsters ·3 extra pray opportunities ·Double sign in rewards ·Trade tax reduced by 10% ·Increase exp by 15% from daily tasks ·Increase lucky money upper limit to 200 bound diamond ·100 times for “like” ·Unlock Voice messages ·Free teleport ·increase 10% exp from killing monsters ·3 extra pray opportunities ·Double sign in rewards ·Increase Alchemy exp by 50% ·Free teleport ·Increase 10% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·150 times for “like” ·3 extra pray opportunities ·Triple sign in rewards ·Trade tax reduced by 10% ·Increase exp by 15% for daily tasks ·Quick pass tickets for warrior challenges ·Rights to start a guild ·Increase 20% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·4 times sign in rewards ·4 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the first challenge ·Quick pass for daily tasks and guild tasks ·New Exp challenges for 3 times per day ·Able to buy arena tickets for another 10 times ·3 daily tickets for story challenges ·Unlock Special Boss challenges ·Unlock Dark Relic challenges ·Unlock new items in markets ·New ‘nobly symbol’ ·Free teleport ·Increase 20% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·4 times sign in rewards ·Increase exp by 50% for daily tasks ·Unlock new challenges ’home of the leader’, the first challenge ·New Exp challenges for 3 times per day ·3 daily tickets for story challenges ·Increase number of mercenary by 1 ·Able to buy arena tickets for another 10 times ·Increase backpack space by 15 VIP Lv6 Criterion: spend 500 RMB Goal of design: Simplify users’ operation Increase efficiency Increase daily gains Attracting payment by reducing tiredness Goal of design: Increase daily gains More benefits to induce payment Goal of design : Increase daily gains More benefits to induce payment Goal of design : Increase daily gains Opportunity to be guild starter New rights and reducing tiredness Goal of design : Increase daily gains Simplify users’ operation More sources of relevant items New rights and challenges; Further reducing tiredness Goal of design : Increase daily gains Increase mercenary (battle efficiency) Attracting payment by advantages of rules VIP Benefits Design
  8. 8. VIP lv7 Criterion: spend 1000 RMB VIP lv8 Criterion: spend 2000 RMB VIP lv9 Criterion: spend 5000 RMB VIP Lv10 Criterion: spend 10000 RMB VIP Lv11 Criterion: spend 20000 RMB ·Free teleport ·Increase 20% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·5 times sign in rewards ·4 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the second challenge ·Increase number of mercenary by 1 ·Able to buy arena tickets for another 10 times ·Increase inventory space by 15 ·Unlock gem slot on gears ·Increase 30% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·6 times sign in rewards ·5 extra pray opportunities ·Increase exp by 50% from daily tasks ·Additional Special Boss challenge opportunity ·Unlock new challenges ’home of the leader’, the third challenge ·New Exp challenges for 4 times per day ·Increase number of mercenary by 1 ·4 daily tickets for story challenges ·Additional Dark Relic challenge opportunities ·rights of message push to the whole server ·New ‘nobly symbol’ ·Free teleport ·Increase 20% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·5 times sign in rewards ·4 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the second challenge ·Quick pass for daily tasks and guild tasks ·Increase number of mercenary by 1 ·Able to buy arena tickets for another 10 times ·Respawn opportunities ·Free teleport ·Increase 30% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·7 times sign in rewards ·5 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the forth challenge ·Quick pass for daily tasks and guild tasks ·New Exp challenges for 4 times per day ·Able to buy arena tickets for another 20 times ·Increase inventory space by 15 ·Free teleport ·Increase 30% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·7 times sign in rewards ·5 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the fifth challenge ·Quick pass for daily tasks and guild tasks ·New Exp challenges for 4 times per day ·Able to buy arena tickets for another 20 times ·Additional Dark Relic challenge opportunities ·Free teleport ·Increase 30% exp from killing monsters ·Increase lucky money upper limit to 200 bound diamond ·200 times for “like” ·7 times sign in rewards ·5 extra pray opportunities ·Increase exp by 50% from daily tasks ·Unlock new challenges ’home of the leader’, the fifth challenge ·Quick pass for daily tasks and guild tasks ·New Exp challenges for 4 times per day ·Able to buy arena tickets for another 20 times VIP Lv12 Criterion: spend 50000 RMB Goal of design: Increase daily gains More benefits and challenges to induce payment Goal of design : Increase daily gains More benefits to induce payment and reducing tiredness Goal of design : Increase daily gains More benefits and challenges to induce payment Goal of design : Increase daily gains More benefits and challenges to induce payment Goal of design : Increase daily gains More benefits and challenges to induce payment Goal of design : Increase daily gains - VIP Benefits Design
  9. 9. Thanks Contact: zhaoyl@yoozoo.com

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