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扫码加钉群 十万创业者 与你为伴

活久见,原神入驻微信游戏,推独立活动?但

要知道,微信游戏此前往往只针对腾讯系游戏开放。

渠道更缺产品,而不是反过来。

活久见,《原神》悄咪咪进入微信游戏,最近开始推活动,在微信发现页面里出现了红点提示了。

要知道,微信游戏此前往往只针对腾讯系游戏开放。

上一次这样“见证历史”的,还是2022年,字节系平台为微信小游戏开放买量。

无独有偶,近期网易封了某渠道账号“3170年”的新闻,也让不少玩家关注,背后也是渠道/平台与游戏产品运营的那点事儿。

种种现象背后,本质都是:游戏产品与渠道/平台之间的博弈、合作。

今天,DataEye研究院就聊聊,渠道/平台的开放、变革,游戏产品的地位提升,会不会催生2023年首个流量、营销机遇?

《原神》为微信游戏“打工”?看似打破隔阂,实则各取所需

“没有永恒的敌人,只有永远的利益”。

众所周知,腾讯一直在以投资的方式布局国内各游戏赛道,其中米哈游就曾是其中一个目标。当年成立仅8年的米哈游,果断拒绝腾讯的丰厚条件。至此,腾讯错过原神的声音就从未断过。

一个是超新星,一个是老霸主。外界猜测两家公司会“势不两立”,但事实是:腾讯与米哈游越走越近。

近日,DataEye研究院发现:《原神》针对“海灯节”和微信游戏合作推出相关活动,这一活动出现在了微信“发现”页里。在活动期间加入并关注《原神》游戏圈的玩家,可获得原石、摩拉等《原神》游戏道具,限量300万份。

《原神》早在去年8月就已经加入微信游戏圈,但直接推动活动作为引流、营销还是第一次。

从流量、营销角度看,DataEye研究院发现此次《原神》在微信游戏圈引流、营销有几个特点,优劣兼具:

一是游戏可以直接下载,但只有安卓能下,且只能下“官服”。

玩家可以在微信游戏圈直接搜索原神,并且可以直接下载游戏,其间不会跳转至应用宝或其他链接。游戏下载完成后直接安装打开登录游戏,登陆官服(腾讯应用宝是官服),这意味着《原神》与其他腾讯游戏享有同样的待遇。

有趣的是,微信iOS端却没有《原神》下载跳转——iOS端玩家还是只能前往app store进行下载。而安卓端直接下载的是《原神》官服,对于已在小米或B站有渠道服账号的回归玩家来说,这个下载方式意义不大。

iOS微信端搜索《原神》游戏无结果

二是举办独立话题活动。

《原神》官方在微信游戏圈发起话题活动,如最近的#原神3.4版本激励计划,通过相关奖励鼓励用户创作内容投稿。本质上,这是一次社群的征稿活动,而非游戏里的活动。

DataEye研究院对比了TapTap/好游快爆等渠道活动,发现该活动是主要针对微信游戏圈拉新、刺激达人投稿,具有独立性——主要为微信游戏“打工”。

三是相关视频内容逻辑复杂。

从目前《原神》微信游戏圈的模块内容来看,视频内容占据了较多篇幅,而点进去后发现,相关视频内容并不是独立单一,而是类似微信视频号的逻辑,支持上下滑动。

虽然相关内容关联性强,但也包括话题外的内容和其他游戏的视频内容——能在原神视频区刷到其他游戏,整体内容逻辑有些凌乱。

经测试,20条视频内有4条完全不相关且无关联标签的内容。

对于上线两年多逐渐“老化”,需寻求增量的《原神》来说,微信的流量和用户群十分重要,发现页的一个小红点,足以牵动海量下载;

而对于微信游戏这个板块来说:

①“对外开放”获取更多用户粘度,相当重要,“用完即走”在当下已经不合时宜——微信要的就是时长、粘性;

②微信游戏里有动态(达人短视频)、圈子(玩家社区)、话题(官方活动)、直播等板块,更多头部游戏入驻,或是为了盘活腾讯体系内的各业务(比如虎牙斗鱼直播就可嵌入),未来还可以接入腾讯广告进行变现。

传统渠道问题不断涌现,有账号被网易封了3170年!

《原神》与微信,背后是一个老问题产品与渠道,以及一个独特产物——渠道服——的生死存亡。

过去游戏行业一直以“渠道为王”自居,并有得渠道者得天下的说法。因为过去很长一段时间内,传统渠道就是拥有绝对的流量优势。

此外,在国内游戏发展初期阶段,传统渠道营销玩法也较为多样,包括但不限于首发福利、开屏大banner广告位以及自动预下载等服务,为产品提供大量曝光,并且自带的玩家评论打分形成了初步的游戏社区。对于过去国内移动游戏数字营销市场相对匮乏的阶段来说,传统渠道就是游戏厂商的营销主战场。

由于游戏厂商高度依赖传统渠道,以至于大多数渠道运营方与游戏厂商的分成比例则高达5:5,例如华为OV为首的硬核联盟。长期高比例的分成模式,就会压缩游戏厂商的利润,带来巨大的压力。特别是2022年国内游戏行业多项数据出现下滑,人口红利逐渐消退,国内官服和渠道服抢客的情况时有发生,游戏厂商对渠道高分成不满的情绪也彻底释放。

无独有偶,近期不少网易游戏渠道服玩家的账号都遭到了封禁。其根本原因是渠道方为了获客提供了大量的福利补贴,导致“薅羊毛”或与黑色产业有所关联的情况出现,触及游戏厂商利益,才不得不进行打击。

网易《蛋仔派对》某渠道服玩家账号被官方封禁的期限长达3170年

这也正好反映出游戏厂商与渠道相对紧张的关系——原本厂商依托渠道提升收入,但渠道却为获客获利蚕食厂商利润。

可是随着近几年游戏精品化发展迅速,加上游戏数字营销的快速发展,这种情况发生了改变:

《原神》在上线初期就绕开主流安卓渠道,在公测前夕宣布未能与小米、华为等渠道达成合作条款。直到产品上线半年后才上架小米应用市场,而后与腾讯合作上线应用宝,目前《原神》也依旧没有在华为上线渠道服。同样,莉莉丝的《万国觉醒》,鹰角的《明日方舟》也没有入驻主流安卓渠道

不上部分渠道,不影响这两款精品游戏的MUA。根据QuestMobile发布《2020中国移动互联网秋季大报告》指出,《原神》排名2020年9月新游月活跃用户规模TOP1,而《万国觉醒》也进入前10。

而后,QuestMobile统计数据显示,《原神》和《万国觉醒》均在次月达到MUA峰值,前者在入驻小米商城后有MUA有小幅提升,后者则始终保持平缓状态。

换言之,够优秀的产品能够连接自己的渠道,将玩家指引到官网下载即可。而传统渠道更多的是扩宽用户圈层增加曝光,提高转化绝对值的“锦上添花”作用。

渠道为王→各自为阵,变革或在加速

DataEye研究院认为,过去的游戏公司在高分成的压力之下,需要提升利润才能更快地实现回本、盈利。这样的环境下,一些游戏公司不得不舍弃游戏品质,无奈通过“逼氪”提高流水,或者产品换皮上线节约研发成本。

这样“渠道为王”的事情更快餐,只求温饱。长期而言,国内游戏产品良莠不齐,行业环境也变得“浑浊”。

叠加存量时代持续内卷,这两年“阵地”、“关系”这类词一再被提起——抖音强调阵地。

渠道为王,转变为产品为王,当下又演化成“各自为阵”——针对性的运营各平台阵地,进行更深度的营销,或许才是王道。

还是以《原神》为例:

·在微信游戏,它通过专属活动吸引用户关注并加入相关社区,以及用激励计划鼓励普通用户投稿,完善社区内容生态;

·在B站,它专注高品质长视频内容输出,提升整体品牌格调。同时推出UP主激励计划,鼓励二创、攻略内容,提高产品内容营销;

·在抖音,它开启版本直播季活动,鼓励更多达人完成直播任务;

·而在快手,它推出多个活动,包括短视频创作、分享、观看等,让更多玩家参与到内容活动中来,形成点对面的内容传播。

渠道为王→各自为阵,变革的背后,是一系列因素共同作用的结果:

①微信、抖音、快手、头条都已变成“超级APP”,用户下载不再依赖应用商店找游戏;

②TapTap、好游快爆等第三方游戏平台的崛起,让应用商店的评分、评论功能参考意义大幅下滑;

③抖音游戏发行人计划、快手游戏合伙人计划等效果型达人营销方式,叠加数据推荐大行其道,让“人找游戏”,演化成“游戏找人”;

④微信小游戏产品形态的崛起,加之“副游”概念的兴盛,让用户玩游戏时间也变得碎片,粘度更是大幅下滑——以前是农耕民族,如今是游牧民族,什么游戏好玩就去哪玩,哪个平台那个游戏内容/活动好,就去哪个平台;

DataEye研究院认为,以目前的国内游戏行业环境来看,传统渠道仍占据大头,但话语权却越来越小了。改变形态、主动让利,牵手精品,或许是一个新趋势。

当下,游戏营销,更追求获取增量(特别是用效果广告获取增量),而忽视了内容➕阵地的深度运营,这是一种偏科。

核心原因就是,获取增量的形式,大多是有数据可衡量的,且模式成熟,可考核、可量化。但运营存量,特别是游戏之外的阵地运营、营销,其一则往往难以量化、衡量,往往与品牌营销混为一谈,或是简单当做信息发布、口碑维护工具,其二则是过于分散,抖音、TapTap、B站、微博,现在又来个微信游戏,难以兼顾。

在更加内卷的2023年,内容➕阵地,势在必行。我们呼吁各阵地平台,在阵地流量运营方面实现数据化、效果化,也呼吁游戏厂商更加重视阵地运营。