Tencent has been very good at proposing some large and small concepts in recent years and implementing them as its next strategic goals. The most famous one is "pan-entertainment", a new model widely recognized by the Internet. Recently at the Tencent Game 2017 Player Festival, Tencent proposed a new concept – "Gamer".
What is different from the past is that Tencent's speech at this ceremony was like a report. From the speech to the interview, the wording was concise and to the point, conveying a spirit full of positive value orientation. To understand the new concept of "gamer", you also need to digest its meaning repeatedly.
On paper, this new concept is clearly aimed at the gamer user community. When the word "home" is used for specific groups of people, it is mostly an honorific and full affirmation, such as writers, educators, military strategists, or a relatively friendly and peaceful title, such as stores, buyers, and players. Tencent plans to upgrade players into gamers, both at the marketing level and at the strategic level. Many friends who have recharged Tencent games may not have noticed that you are already a "Tencent? Gamer".
It is understood that the term gamer has appeared on the Tencent Xinyue Club platform for many years, and it corresponds to the group of Tencent users other than Xinyue members—in short, non-VIP users.
▼ Tencent has actually used the word gamer for a long time:
So why did Tencent use this word as the name of the new concept? Let’s start with Xinyue members.
What is it like to be a Xinyue member?
On the Internet, it has been widely rumored that Tencent's VIP users – that is, Xinyue members – have many privileges. For example, the most common legend is that Xinyue level 3 can be unlimitedly unblocked. But according to my friends who are members of Xinyue and related personnel from Tencent, Xinyue doesn’t seem to have any privileges.
"The main reason is that I didn't recharge enough." A friend of Xinyue Level 2 vowed that Xinyue Level 3 will definitely be able to unlock unlimited games, and I will no longer be afraid of using cheats.
"The Xinyue official website makes it very clear, I really don't have any privileges!" a friend who works at Tencent repeated for the eighth time.
Since the experience of being a Xinyue member is not much different, what does it mean to be a Xinyue member? From the description on the official website, we can see that the fastest way to become a Xinyue member is to accumulate at least 5,000 yuan, and it is not a permanent membership. And it is almost impossible to expect to become a Xinyue member without spending any money or only spending a few hundred yuan just relying on the points given by the event.
In other words, Xinyue membership is a time-sensitive user identity with a high threshold, and its privileges are more focused on the speed of feedback from manual customer service and some game benefits. As a DNF, LOL and pesticide player who has been paying attention to the Xinyue platform for a long time, I can responsibly say that these benefits are not high in RMB and are not as valuable as a gift package worth several hundred yuan. This is also a very embarrassing point. The Xinyue Club platform does not provide additional services that are more intuitive for paying users of Tencent games, so the platform's improvement in user stickiness will obviously not be too obvious.
As we all know, in the early years, Shanda established the first customer service manager system for legendary players, and there were also extended benefits under the platform (such as coupons that can be used to consume other Shanda products). Tencent's "User Platform" Xinyue Club is independent from "Game Sales and Tool Platform" (formerly TGP), "Game Peripheral E-commerce Platform" Daojucheng, etc., and there are very few platforms other than the game business. There is intersection. Some people believe that the reason why Xinyue’s experience cannot keep up is because Tencent’s user base is too large. After all, several major popular games have millions of active users, and the customer service service can “make it difficult for a few to get through first.” "If the players on the hotline can receive callbacks for consultation," it has already consumed a lot of manpower and material resources.
But for the vast majority of players, high-end services are almost unavailable, and for games with high DAU and low ARPU such as "League of Legends" and "Honor of Kings", it is difficult to rationalize such services based on limited resources. distribute. Therefore, Tencent also re-planned the "game home" system for low- and middle-income consumer groups and even free groups in addition to the high-paying Xinyue member group.
On the Xinyue Club platform, gamer members are also included in the Xinyue system and are divided into four levels: L1, L2, L3, and L4. From my personal experience, L4 level gamers can enjoy some of the benefits of Xinyue level 1 members. Through information on some social platforms, it can be found that many players simply default to this new system as "Xinyue L1 – Xinyue L2 – Xinyue L3 – Xinyue L4 – Xinyue Member 1 – Xinyue Member 2 – Xinyue Member 3", there is no longer a too abstract sense of psychological gap with the high-paying player group. To give an intuitive example, in some popular games, those welfare rewards that once could only be obtained by charging tens of thousands of yuan can now be obtained at least for less than 1,000 yuan.
▼ Due to the expiration of the statute of limitations, my membership level has now been reduced to Gamer L2:
From Xinyue to a game player, what changes have taken place in Tencent?
L1-L4 is the range from free players to 1,000 yuan paying players, and L4 can enjoy some of the benefits of Xinyue members. From the perspective of consumer psychology, this is a very smooth transition range. Moreover, through the personal attempts of our fellow editors, and with the help of platform activities, deposits and transfers, etc., it only cost less than 500 yuan to reach the L4 level of gamers.
Having introduced so much of Tencent's user platform system, let's go back and re-examine the new concept of "game home". It is not difficult to see what kind of plans Tencent has for its huge user groups – described as "integration and improvement" Couldn't be more appropriate.
Putting aside the stereotype that "Tencent users are all primary school students", in fact Tencent has dominated the online games and mobile games business, and has successively launched four major branches of animation, literature, film and television, and e-sports. It can be said that Tencent Interactive Entertainment has now covered In most areas of China's Internet entertainment, users also include people with different incomes. Zheng Lei, assistant general manager of Tencent Interactive Entertainment Operations Department, also said that it will link up with other user platforms in the Tencent system to provide game users with more comprehensive content rights. In addition to Tencent's own Green Diamond, Tencent Video, and QQ Reading, we also found that Xinyue Platform has reached cooperation with external companies such as Meituan, SF Express, and Mobike. In other words, Tencent's "Gamers" not only intend to integrate users from different consumer groups, but also hope to integrate richer resources from other manufacturers and build themselves into a platform that provides services to both parties.
▼ Currently, the Xinyue Club platform aims at players’ rights and interests other than gaming:
Therefore, Tencent needs to target all users of its games, based on game benefits and customer service content, and extend to broader levels such as membership points and life services. Tencent also stated that the specific function implementation methods and follow-up plans will be announced one by one in the future.
In addition to integration, Tencent also aims at improvement as its next goal. Before 2008, Tencent Games mainly focused on casual games. After 2008, it relied on "Dungeon and Fighter", "Crossfire", and "League of Legends" to gradually gain a foothold and dominate popular PC games and e-sports, especially The popularity of "League of Legends" has made a great contribution to promoting the public to take the e-sports industry seriously. Even if some players and practitioners have been critical of Tencent, we must admit that Tencent has greatly improved the social status of the game industry and the game itself.
However, the work of "de-demonizing" games is still in progress. For example, the incident in which "Honor of Kings" was collectively denounced by traditional media was another mainstream demonization attack on the game industry-this is in line with the criticism of "Honor of Kings" that the content of "Honor of Kings" is copycat. Completely different nature. To this end, Tencent’s response is to devote itself to spreading more positive spiritual values to the public and demonstrating the development and progress of the gaming industry (such as the minors protection platform). Therefore, at this player festival, Tencent put forward the slogan "Nothing is child's play" and awarded awards to many players. It tried to use these positive cases to release its attitude of "hoping to gain the understanding and recognition of everyone in various traditional fields."
In other words, Tencent’s concept of “gamers” has begun to assume more responsibilities on the social level in addition to the commercial level. This is a problem that China's game industry has gradually begun to face head-on since its development. It is also an additional obligation for Tencent as one of the most successful game companies in China and even the world. Of course, while trying to make the mainstream public understand and recognize
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