Why hand the market charge so serious? -Hand brush, and recharge-IT information

Related reading: the CCTV chaowentian Super strength under exposure you hand brush list: it was "heinous"

Hand charge still become recently popular phenomenon, as far as I know, mobile gaming industry charge more serious than many people think. Bestseller in the TOP20, about half of the tour product for the action-filled, some budget even in the millions every day. In my opinion, has caused such a serious charge behind the phenomenon, there is a mature commercial model-driven.

, Gaming capital environmental needs drive

So-called filling, is game makers own prepaid or paid a third party to help in their game consumption, in order to achieve a higher degree of popular rankings. Now known as "the monthly flow of tens of millions", or even "Moon water to billions of" game, in fact, water .

On a number of listed companies or listed companies, whether products make money or lose money, since the charge has a great temptation. Intent of the capital companies, whose valuation mainly production or profits of the company. If it is water, is better used to charge up the carrying amount of the company, not only is able to complete "VAM", and paid out will be many times the price reflected in the valuations, the temptation it will be difficult to give up.

If the valuation involves the overall profit, recharge methods can still be achieved. Used for the cost of products from the top, by the enterprise and outside the "gray income" to fill, which can be used to hide the grey practices in enterprises, profit deducted in normal revenue; also showed a healthy feeling of the whole enterprise. This use of capital into many of them, I will not enumerate here. This shows that the recharge formation behind the false book, and feline very much.

Currently on the market, some loudly since the charge is very serious, since the filling product is often lost money. But can ultimately be paid for by capital such as flowing water, profit, can join create real return on capital challenge unlimited running backwards. Beautiful water data, stability, investor confidence and enhance the company's size and brand, makes "acquiescence" charging practices . The game similar in filling, a tacit understanding, crazy hand industry data to attract hot money and capital into, making it a vibrant appearance. As a layman's shareholders, in the case of information asymmetry, becoming the final buyers and back.

Second, home recharge cost is not high, or even cost-effective market behavior

Game makers brush in the past never considered the top bestseller list, because that means real 30% "income" to Apple. However in the case of research and development costs, marketing costs increased, 30% loss gradually firms "accept". Of course, at this stage, apart from certain manufacturers, does lack its products takes a lot since full data, most game manufacturers choose "modest charge." In the case of products can make money, set aside part of their income in advance since the charge, will act as a promotion, and not distort the pure rush of data.

On the part of the manufacturers, with recharge to brush bestseller high ranking, ranking after pulling the product can bring many nature users, and most of these users have a more mature game and pay habits. Top ranked players on the choice behavior of the game still has enough clout, so that despite early user acquisition costs are high, but later the player activity and pay rates high enough, since the full cost is recovered.

In addition, the ranking not only brings to the game flow, can add much to the game and the company's overall brand value in marketing has a story to tell, and data are available. If you are using the traditional Promotion Act, millions or tens of millions of marketing expenses are also "without a flower", which brings traffic, and even mix a lot of moisture .

Third, so the Android platform is fully

I mentioned in a previous article, Android channels filled with even more so than iOS madness and complexity. Some channels even filling the price behavior, the resources is divided into three, price of 5 million, 1 million and 3 million respectively, as long as the game makers to be completed within the stipulated time this level of charge, channels will be given the appropriate resources.

In addition, Android channel filling there is Association of "help". Game makers pay to the Association, Association of recharge to the platform, then returned again to the game manufacturers, Association at around 2% per cent on the Commission, which has formed a complete industrial chain.

Hand filling behind got Android channel's "acquiescence". Starting from the second half of 2015, and value have a certain impact on the status of the channel, in the case of assuming certain KPI, workers had to walk an additional shortcut to revenue. Meanwhile, the decline in hand, makes some channel hit the "shortage", whereas manufacturers in the hand filled temporarily alleviate the plight of the channel.

四、 revenue capacity "there are roads to follow", giving protection of recharge

Since the recharge is often based on a masterpiece, only quality tough enough charge is valuable and necessary. And in ensuring sufficient Act brings out the benefits, some tour companies also found the routine of product research and development, which is to a large extent providing basic protection for recharging.

Throughout the on-line tour of new products this year, gold is obviously of superior products "homogenization", which suggest tour companies seem to have found a workable, playing around routine and standard lines. "IP+ mature games" is one of the most secure approach, high prices to buy popular IP IP I or precipitation, and then "reference" has been verified by the gameplay on the market, making a so-called new tour. Only the "References" level has become too much, believe that the second half will be more "familiar" product launch.

However it is because of this mature, and often favored by the players, has prompted more and more vendors to imitate. Draw on others ' rules of the game, cost control on the one hand, on the other hand the market risk is relatively small, and success more likely. The development and production of routine provided confidence to recharge, the so-called big bets on IP and drawing on the play to make the most of "security" article, since charging is possible .

Five, blind pursuit of "the fast and the furious", hand the industry's inevitable road?

Tour since the charge is actually the industry is hiding behind an abnormal state of mind, all products are in the pursuit of high water, high levels of user data, product line for a wave-current situation is very serious. This is the impetuous psychology, led most of the game makers are inevitably caught in "the pursuit of data" trouble, early on in the product line must clear rushing list results in order to bring "security". Therefore major filling phenomenon is not surprising.

Conclusion

Industry during the maturing process will have ups and downs, in runaway market environment, however, more to be returned to the product itself. After all a explosions can bring marketing, brands, serial, financing comprehensive effects as compared to filling. And is a businessman or a game, and is probably bad.

Micro letter public number: hand that something

为什么手游市场的自充值现象如此严重？ - 手游刷榜,充值 - IT资讯

相关阅读：《央视〈朝闻天下〉超大力度曝光手游行业刷榜：令人“发指”》

手游自充值依然成为最近广受关注的现象，据笔者了解，移动游戏行业的自充情况比很多人想象的更严重。畅销榜TOP20的产品中，大概有一半的手游产品进行了自充行为，部分产品每天的预算甚至在百万级别。笔者认为，造成如此严重的自充现象的背后，是有成熟的商业模式驱动的。

一、游戏资本环境需要驱动

所谓自充，就是游戏厂商自己充值或出钱请第三方帮忙在自己的游戏内消费，以实现更高的畅销排名。而当下一些号称“月流水过千万”，甚至“月流水过亿”的游戏，其实水分不少。

对一些上市公司或者准上市公司来说，不管产品是赚钱还是亏钱，自充值都具有很大的诱惑。有资本意图的公司，其估值主要考虑公司流水或利润。如果是看流水，就比较好办，利用自充能把公司的账面撑起来，不仅能较好地完成“对赌协议”，而且花出去的钱将以多倍的价格体现在估值上，这样的诱惑自然很难放弃。

如果企业估值牵扯到整体利润，自充值的办法仍然是可以实现的。用来进行产品自充值所花费的成本，可以由企业内外外的“灰色收入”来填补，这一方面能较好地隐藏企业的灰色做法，将利润扣在产品正常营收上；另一方面也让企业整体呈现出一种健康良性的感觉。这其中可利用的资本注入的做法很多，笔者在此就不一一列举了。由此可见，自充值形成的虚假账面背后，猫腻非常多。

目前市场上，某些大作的自充现象非常严重，自充后产品往往是亏钱的。但流水、利润等最终都可以由资本买单，资本的加入能将创造真实利润的难题无限往后移。漂亮的流水数据、稳定投资人的信心、提升公司体量和品牌，都使得企业“默许”了自充的做法。各家在自充上玩法相似，大家心照不宣，手游行业疯狂的数据表现吸引热钱和资金进入，使其呈现一种生机勃勃的假象。而作为外行人的一般股民，在信息不对称的情况下，成为了最终的接盘侠和背锅者。

二、自充值的成本并不算高，甚至是高性价比的市场行为

以往游戏厂商刷榜从来不会考虑畅销榜，因为这意味着需要实打实地把30%的“收入”亏给苹果公司。然而在研发成本、推广费用大幅提升的情况下，30%的亏损逐渐被大厂所“接受”。当然现阶段，除了部分厂商，旗下产品确实乏力需要通过大量自充做数据之外，大部分游戏厂商还是选择“适度自充”。在产品本身能赚钱的情况下，拨出部分收入提前进行自充，将自充当成一种推广行为，而不是扭曲的单纯冲数据行为。

对这部分厂商来说，凭借自充值能刷高畅销榜的排名，而排名拉升后则能给产品带来不少自然用户，且这些用户大多有较成熟游戏习惯和付费习惯。榜单的排名在玩家的游戏选择行为上仍然具有足够的影响力，这样一来，尽管前期看起来用户获取成本很高，但后期玩家活跃度和付费率足够高的话，自充成本就得以回收。

除此之外，排名上升不仅能为游戏带来流量，还能给游戏及公司整体品牌添加不少附加价值，在营销上有故事可讲，有数据可报。如果是使用传统的推广行为，百万甚至上千万的市场费用也是“不经花”，由此带来的流量甚至掺和了不少水分。

三、安卓平台也照样自充

笔者在此前的文章中也提到过，安卓渠道的自充现象甚至比iOS渠道更加猖狂和复杂。有些渠道甚至明码标价地进行自充行为，将推广资源分为三档，分别标价500万、300万和100万，只要游戏厂商在规定的时间内完成该等级的自充值，渠道就会给予相应的资源。

此外，安卓渠道的自充还有公会“帮忙”。游戏厂商付费给公会后，公会充值到平台中，然后将钱再次返还给游戏厂商，公会在其中抽取2%左右的提成，由此形成了一条完整的产业链。

手游自充的背后，得到了安卓渠道的“默许”。从2015年下半年开始，渠道的地位和价值受到了一定冲击，在肩负一定KPI的情况下，渠道人员不得不走另外的捷径来实现营收。与此同时，手游产品数量的下降，使得部分渠道遭遇“产品荒”，而手游厂商的自充能暂时缓解渠道的困境。

四、产品营收能力“有路可循”，给自充值提供保障

自充值往往是基于一款大作而言的，只有产品品质等足够强硬，自充才有价值和有必要。而在保证自充行为能发挥出该有的效益，一些手游厂商也找到了产品研发的套路，这在很大程度上为自充值提供了基本保障。

纵观今年上线的手游新品，吸金能力比较强的产品都呈现出明显的“同质化”问题，这预示着手游大厂似乎找到了一个行得通、玩得转的套路和标准打法。“IP+成熟玩法”是最具保障的做法，高价买入热门IP或沉淀已久的IP，然后“借鉴”市场上已被验证的玩法，做出一款所谓的新游。只是这样的“参考”程度已经越来越过分了，相信下半年将有更多“熟悉”的产品推出。

然而正是因为这种成熟的玩法，屡受玩家青睐，也促使了越来越多厂商进行模仿。借鉴别人的玩法，一方面成本比较可控，另一方面市场风险相对较小，成功几率高。这种研发和制作的套路给自充值提供了信心，将所谓的大作押宝在IP和借鉴玩法上，做出最“安全”的大作，自充才有存在的可能。

五、盲目追求“速度与激情”，手游行业的必然之路？

手游自充值的背后实际上是行业目前潜藏的一种畸形心态，所有产品都在追求高流水、高用户量等数据，产品上线后一波流的情况相当严重。也正是这种浮躁的心理，促使了大部分游戏厂商都不可避免地陷入了“追求数据”的困境中，在产品上线初期必须实现明显的冲榜成绩才能带来“安全感”。因此形成大规模的自充现象也就不足为奇了。

结语

行业在走向成熟过程中必将有坎坷，然而在失控的市场环境下，更要回归产品本身。毕竟一款爆款所能带来的营销、品牌、流水、融资等综合效果是自充所无法比拟的。而到底是商人还是游戏人，或许就是一线之差。

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