Optimizing the pay experience is a key part of Android TV games

Internet giants such as Alibaba, Tencent, Baidu, Xiaomi, LeTV, and 360, as well as telecom operators such as China Telecom Love Games, China Mobile and Gaming, and China Unicom Xiaowo, have actively deployed in the field of video games and sent strong signals to the market: “Based on The TV market segment will be the new game market in the future."

Before 2015, the prominent phenomenon in this market was that there were few Android TV game developers and there were few game products. The reason for this phenomenon was that developers did not make money, and the main troublesome factor for developers not making money was the player’s fees. Experience is not good and control experience is not good. In particular, the charging experience is the most important part.

The person in charge of the "Australia Bird Games" dedicated to developing Android TV games said: "According to our actual operational data, players of Android TV games are not willing to pay, but have a high willingness to pay. We noticed that each downloading user would send 4.5 requests for payment on average. This is a lot higher than the hand willingness to pay for mobile games, but the payment success rate is not high, which is much lower than that of mobile games."

This information from the operational frontline illustrates two issues: First, the willingness of TV game players to pay is very strong, which is very important for the future development of the industry. Second, there must be improvements in the payment process or payment methods. It leads to the willingness of the players to pay for the game, but the success rate of payment is not high.

It is understood that a number of video game channel providers have opened up paid sdk to game developers and provided fee support. There are two main types, one is Alibaba, Xiaomi, Leshi, etc. The main payment methods are Alipay, UnionPay cards, etc. The other category is telecom operators such as Telecom Love Games, Mobile and Games, Unicom V, etc. The main payment method is SMS. The author has actually experienced the two types of charging methods.

(1) Alibaba

After choosing to purchase props in Ali Meng’s monster beast, it is indicated that the Taobao account has not been registered yet.
The other is to use the remote control to enter the Taobao account and password.
When the Taobao account is bound, you do not need to enter the account multiple times. However, each time you purchase, you need to enter the payment password, which is the same process as buying goods on Taobao.com.

(2) Telecom Love Games

Love games provide three payment methods: The first is "Love beans payment", this love beans is a common secondary currency on the love game platform, players need to purchase beans in advance to pay for various game props;
The second is Alipay; the third is to dial 168 voice calls, and then follow the voice prompts to enter the 6-digit number in the screen to purchase.
It is understood that Telecom Love Games is developing more payment methods, including SMS payment and broadband collection.

(3) Mobile and Games

Mobile provides three payment methods. The first is SMS payment. When the player enters a mobile phone number in the screen, the mobile phone will receive a 6-digit text message. After the 6-digit number is entered into the screen, the payment is successful. The author noticed that after entering a mobile phone number, the number will remain on the screen, and it is not necessary to enter the mobile phone number again every time it is purchased. It is very convenient.
The second is the QR code payment, provided that a software "play with you" is installed in the mobile phone, and "play with you" scans the QR code in the picture and immediately pays for success. The third kind is very interesting "sonic wave payment". After the player enters a mobile phone number, the mobile phone will receive a phone call. After the player confirms by voice prompts, the payment is successful.
Through the charging experience of these three typical channels, we can see that each channel has made great efforts to enhance the payment experience, and at the same time it has made efforts on the charging methods that it is good at, and Alibaba.com mainly pushes the Alipay method, and telecom operators push the mobile payment. However, there are some obstacles. For example, Alipay requires players to bind account numbers. Young children and teenagers generally do not have Alipay. This will block some of these players. Mobile payment is relatively more convenient, and a mobile phone is also required as a carrier for charging. The younger players of the mobile phone need to ask for any help from the parents when paying.

Comparing the charge channels of mobile games, one is the bank account, the second is Alipay, the third is mobile payment, each has a certain market share, and the mobile game market has been used to cultivate the player's payment habits for about 3 years. The time needed to cultivate gamers’ pay habits in video games may be shorter. On the one hand, many game players have learned to pay on PCs and mobile phones. On the other hand, it is believed that video game service providers will continue to improve the process. , Optimize the paid experience, so that a large number of players willing to pay for the smooth payment.

Only by resolving the payment problem and providing players with a convenient and smooth payment experience can the game developers earn revenues, so that more developers can enter the field of video games, in order to enrich the number of games and improve the quality of the game. Come to the outbreak of the video game industry.

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