The operating logic of the companion game platform in the matching market
If you think about and operate the game companion platform based on the logic of the commodity market, you will soon find an obvious problem: the business has appeared "balanced".
Here is a concept - dynamic imbalance (one of Meituan Zhang Chuan's methodologies on platform operation).
Dynamic imbalance, that is, the activity of this market is high enough that there will be no process of a single user and a single service provider reaching the same transaction multiple times over a period of time.
For example, when a user trades, he seldom buys a fixed product from a store at a fixed time, and a user rarely drives the same car with the same driver at the same place at the same time.
The foundation of the platform is to form a dynamic imbalance at both ends; only when the two ends are dynamically imbalanced can the platform have the value of survival.
There's a catch here: what appears to be a dynamic imbalance on the surface is actually balanced. Such as tutoring, beauty salons. The initial state is unbalanced, but you will often use one person's service, because the service process is mainly a communication process, so there is a lot of emotional dependence between users and service providers. Beauty has often become an emotional narrative, and naturally it will not be replaced.
When the equilibrium occurs, people will start to trade privately, and the role of the platform will become less and less obvious. Babysitting, hourly workers, home cooking, car repairs are all like this.
How to get out of this trap and make breakthroughs in the above industries?
Standardized services reduce emotional factors to a minimum; for example: 10 yuan for a haircut—standardized haircuts, the results of whichever barber you find are the same, so it becomes an unbalanced platform.
Dismantling services, and does not depend on people; for example: Keep dismantles some functions of fitness, such as chiropractic exercise, vest line 30-day training plan, and has nothing to do with personal training.
There is also a solution that treats the symptoms but not the root cause, that is, setting consumption levels within the platform to increase the value of users' consumption within the platform and block off-site transactions to a certain extent.
Before the industry explored the solution to the equilibrium trap, the mainstream game companion platform in the market generally existed in the form of auxiliary business, and it reflected three main values:
The publicity point of platform acquisition
Frame core user groups
Social Entertainment Icebreaker
In the past two years, mainstream live broadcast platforms have also begun to slowly dabble in the game companion business, such as the "open black" module set up by Douyu and Huya, which appears as a supplementary module for service content (but the current idea is still based on the idea of the commodity market. Trial operation, we can continue to observe the follow-up trends).
There is also a relatively special case, that is, Bixin's "Accompanying Play Live", which is exploring the combination of live broadcast and accompanying play in reverse, and provides live broadcast rewards + accompany play business for Yaowei anchors; the innovation of this business lies in , which can simultaneously solve the "search, comparison, and testing costs before the transaction" and "directly increase the income limit of accompanying games through real-time live broadcast rewards" through online live broadcast.
At the same time, it is a complete user tiering scheme. Free users consume live broadcast content, primary paying users become consumed content at the same time by boarding the car and consume anchor time, and high net worth users consume room privileges and atmosphere experience. The disadvantage is that the scale of real-time online users is required. very high.
1. Provide scenarios where users can stay for a long time
From the perspective of a complete matching market, the accompanying service will not appear in the form of commodity transactions, but in the form of concepts or platform tonality.
From the perspective of escort services, the value of the platform has returned from the trading platform to the information matching platform. The platform does not guarantee the timeliness of the transaction, or does not involve the transaction link at all. The core focus will be on "whether the matching parties are online" superior.
So you will find that, for example, the core of TT voice is the "room", because this is a scene that can ensure real-time online and strong scalability; at the same time, room voice can be used as a tool for game voice, allowing users to communicate with the platform during the game. Stay connected and continue to communicate with platform users after the game is over.
(Under such a mechanism, organizations in the form of "guilds" with the main goal of making profits have also been derived, acquiring users through free game companionship, and transforming them into exclusive halls for profit through GS. This kind of behavior. The enhanced version of the model is "opening a black team", which fully guilds and functionalizes the free service + GS-guided payment model).
When it comes to user retention time, game social products generally have three components:
Narrowly defined content is content community. The current content display in many product forms is to help users make consumption decisions; so the basic rule is "high-quality content and instant service", so when users choose between A and B, they country email list may be more inclined to have content The one who endorsed.
Based on such a goal, there will obviously be more content to show "strength" and "appearance"; if the goal is to increase the user's stay time, then what needs to be emphasized is the visibility of the content, simply showing the game's strength and appearance. The content will not have the corresponding effect, and more attention should be paid to the topics that can generate discussion or even debate.
The content in a broad sense actually includes voice live broadcast, video live broadcast, interaction in the hall, etc. Therefore, we will find that it is relatively easy for the game live broadcast platform to switch to the game to play with, because the platform itself can provide strong consumption scenarios .