In less than 20 days, WeChat game users broke 300 million, using data to tell you how to create explosive models

In today's WeChat Open Course PRO, Zhang Xiaolong lived and played "jumping" before the official speech. He scored more than 900 points in one breath. This was due to "a bit nervous" and his highest record was an amazing 6,000 points.

On December 28, 2017, "Jumping" appeared in a special way: "Playing a small game is a serious matter" appeared on the WeChat startup page. Like the "Classic Aircraft Wars" of the year, "jumping" instantly detonated the entire circle of friends, but unlike flying a plane, this time it is no longer a simple H5 game, but a category of small programs - small game. For a moment, many people who didn't know the applet before did know the little game by jumping.

In the total ranking of "jumping", there are more than 30 of more than 3,000 points, and there are various plug-ins on the Internet. Such a small game can cause such a big sensation in less than a month, enough to prove the great potential of the small game hidden behind it.

In the less than 20 days after the release, what results did the game have achieved? What changes have you brought? Where is the future going? We may find the answer in the data and cases that WeChat just shared.

Less than 20 days on the line, the cumulative user is 310 million

How hot is the mini game? WeChat announced the data for the first time: less than 20 days on the line, the cumulative number of users in the game was 310 million, and the DAU of “jumping” exceeded 100 million.

Many people have game needs, but the steps of downloading, registering, etc. can easily keep users out. In the WeChat ecosystem, small games do not need to be downloaded and registered, that is, click-to-play, which greatly reduces the user's threshold for use. Backed by WeChat's 980 million months of live, the user base of small games has a lot of room for development.

WeChat announced to us a set of data: 37% of the game's user sources are active game users, 41% are game loss users, and 22% are non-game users. In other words, in addition to the expected game lovers, the small game also attracted 60% of the users outside the circle. Among them, the ratio of male to female of small game users is 1 to 1, and the age structure is also very uniform. It should be known that the male-female ratio and age coverage of ordinary games are difficult to achieve such a balance, especially for a platform of a billion-level user such as a small game, such user coverage almost meets the game needs of all people.

Sun Chunguang, Director of WeChat Game Products

This is why Sun Chunguang, director of WeChat game products, said: "The future 980 million WeChat monthly users may be users of WeChat games."

Retaining a successful mobile game, a small game with small muscles

In fact, before the game, some H5 games can also get a good exposure through viral communication, but small games as a category of small programs, its purpose is not only short-term benefits. Relying on WeChat's social communication and small program capabilities, small games also have more room for development than H5 games.

Take "jump" as an example. It stays 65% the next day, 60% on the 3rd, and 52% on the 7th. This is comparable to some successful app games, compared to the 20% retention rate of H5 games. It is a world-wide change. As long as you identify the user's point of interest, understand social and understand the game, it is not a fantasy to get such data.

In the H5 game, calls, text messages, and message pushes interrupt the game at any time, and in the WeChat ecosystem, the combination of social and game has more possibilities. At the time of the release of the mini-game, WeChat also opened the entrance to the drop-down message for the applet. This convenient entry allows the mini-game to adapt to more scenes and also bring more retention. In the first 17 small games that were launched, an average of 30% of users came from sharing. 20% of users in the daily life were shared. The average share of all users sharing games exceeded 10%, and for those with The social integration is more closely related to the landlords, tank battles and other games, and the performance of these data is even better.

WeChat game development director Ma Huafeng

As a category of small programs, small games can enjoy many advantages of small programs, such as association with public numbers, and mutual jumps between small programs, so in the future, small games can also be used to realize advertising and realizing traffic. Secondly, the most important social relationship chain on WeChat is open to all small games. Friends ranking, group ranking, PK, onlookers and other modes can all be completed in the WeChat ecosystem, and the WeChat relationship chain will bring great communication power.

Small games will be open to all categories in the future

Like small programs, small games are the first to attract developers of App Eco. Many of the first online games are ported from App games. As mentioned above, after joining the social relationship chain, the game can increase the activity and retention rate through the leaderboard, PK, etc. In the view of Li Qing, the director of WeChat game products, the game and the app are a win-win ecology. These leaderboards, invitations, and more will be available to all mini-games.

Among the first 17 small programs on the line, the categories are mainly light, but WeChat said that the game will open up more capabilities and gameplay, and will open to the whole category in the future. In the early days, it was mainly based on social and leisure products, in order to cultivate users' habits. After releasing more categories, the business model of small games will be more abundant.

WeChat small game product director Li Qing

You can create high-DAU games that adapt to WeChat's ecology through creative and social advantages, relying on advertising to realize. It’s not so complicated to create a burst of money. The WeChat team’s independently produced mini-game “Star Way” has reached 5 million DAUs, and the developers have only four people. This small team will complete and launch the Star Way in one week. You can also create beautiful high-quality games to ensure that users stay and rely on virtual items to cash in. The user and income between the two are actually shared, so no matter which game type, you can find a business model that suits you in small games.

In less than twenty days, we saw a single item explosion in a small game, saw the power and potential of the entire platform, and for small games this is just the beginning. One month after the Spring Festival, the most natural close friends and relatives gathering is the best scene for the outbreak of small games.