The Millennium Semiconductor Survival Guide.

Chapter 125 User Stickiness

User stickiness is a very new concept at the moment. Some Internet companies may have mentioned similar meanings, but no one has put forward this concept systematically.

It will not do data analysis and questionnaire surveys like fist games.

Most of the investors who are interested in Riot Games have experience in Internet investment, but the difference is the amount of experience.

Coupled with the great popularity of the Internet this year, you have to take the initiative to understand what the Internet is and what changes it can bring.

As for the chairman of a Hong Kong-listed company who is still saying in 2023, "I am the only person in the company who doesn't use a computer, and sitting in front of a computer for a long time will lack creativity", his understanding of digitalization is not as good as that of the millennium. .

"Fist Games has a user stickiness that far exceeds that of other online game stores, and this is our biggest moat.

There are countless hamburger restaurants nowadays, why is McDonald's still the first choice of users?This is also caused by user stickiness.

Competitors will definitely appear in the future. The distribution channel of video games is a huge market. Riot Games cannot occupy the entire market, and the Federation will not allow us to do so.

At the same time, user stickiness determines that even with countless competitors, Riot Games can still have a place in the field of video game distribution.

I just said that we have user stickiness, and then I will talk about why we can maintain user stickiness. "

The investors here nodded frequently. They can fully understand the point of user stickiness and abstract its internal logic.

This is a basic skill for the elites on Wall Street. The hot money of the big A in later generations can be associated with the Year of the Rabbit immediately, and the stocks with the name of the rabbit will rise. This is all leftovers from Wall Street.

The long-short showdown on Wall Street is even more gossip.

Investors quickly realized that user stickiness for the consumer industry is a combination of brand recognition, brand perception, and brand loyalty.

Users are willing to buy the brand's products repeatedly, and these elements are perfectly summarized in just one user stickiness.

They also think of the success of Quora, why Internet companies such as Yahoo, AOL, and International News Corporation, as well as traditional media companies, have launched their own knowledge question-and-answer communities.

However, these knowledge question-and-answer communities are completely unable to attract Quora users, and the root cause can still be summed up in terms of user stickiness.

Therefore, everyone is more interested in the next content of Zhouxin Roadshow. The definition of user stickiness is easy to understand, but it is the first time someone has described it in detail.

But how to make the company's products and services have user stickiness, and even maintain user stickiness, is very valuable.

All the investors present forgot to applaud, and all sat up straight and pricked up their ears.

"The three points of community, service and feedback behind me are the indispensable parts to determine user stickiness.

Before the Riot Electronics community, there was no game community specifically for users.After the emergence of the fist electronics community, many products imitating ours appeared, but they only learned the shape of the fist game community, but did not learn the essence of fist.

Regarding the specific gap, I believe that Riot’s competitors have done more than one round of product analysis. I just want to briefly summarize. The game forums made by other companies are based on functions, while Riot Games is based on user experience.

Other game forums have seen what functions Riot has made, and we have to do similar functions. The first version of the functions is often just a function, and the user's specific experience is not known to them.

Have to wait until the user feedback to realize what needs to be modified.

In the past, there were also traditional offline game magazines that made online websites, and their websites only moved the content from offline to online.

Part of the content of Riot Games is created by Riot employees, part of it is created by the game publisher’s own operators, and at most it is created by the users themselves.

Users use the community to meet other users and develop a friend-like relationship where they can add each other as friends.

You can see what games the other party is playing, buy games, and connect to some games.

He can go to the Riot Electronics community and post comments based on the corresponding game. With the existence of a personal homepage, other players can clearly see whether he has purchased the game.

This complete ecology cannot be replaced by other Internet companies in the short term.

They can copy the functions of Riot, but they cannot copy the content generated by users, they cannot copy the friendships that users have generated during the use of the Riot electronic community, and what they cannot copy is the good memories that Riot games bring to users.

To describe it in the words of Wall Street, this is the biggest moat for the fist. "

After Zhou Xin finished speaking, the audience finally started to applaud. Although Zhou Xin did not specifically say how to build user stickiness, every sentence mentioned can provide arguments for the argument that Riot Games has strong user stickiness.

"My son is like this. For the same game, the price is obviously lower on the Yahoo game store, but he wants to buy it on Riot Games.

There is no way to get badges, no way to get honor points, and no way to rate the game when you buy it on Yahoo. "

"Doesn't Yahoo Games also have a game scoring function?"

"I don't know about Yahoo. It seems to be there. I don't know why he insists on scoring on Riot Games."

"Maybe this is what Newman means by user stickiness."

"Speaking of this, both Quora and Riot Games do have very high user stickiness. Even the electronic payment software, I think NewPay is better than other electronic payment software."

After Zhou Xin finished speaking, some investors in the audience chatted in low voices.

Not only investors, but also journalists are present here.Different from the private roadshow two days ago, today's roadshow at Nasdaq Square is a public event, and a lot of reporters came after getting the news.

"The essence behind this is feedback, and Riot Games has a sufficient user base to provide users with feedback.

The same is the rating function, why do users like to use the fist rating?Because any user in other game communities can rate a game, the rating loses its authenticity.

At the same time, the number of users is small, so their rating is only one point.

As for the rating of Riot Games, you can write a paragraph to comment after completing the rating, and you can even upload pictures with a file size within a certain range.Other users can comment and like your review.

Even other users will follow you because the reviews you write bring them value.

There's a wealth of feedback that's not found in other video game communities and electronic stores.

As for the service, the components of other game communities are simple, users and administrators.

In the Riot Electronics community, the constituents are divided into ordinary users, celebrity users, officially authorized users, official personnel of game developers, official personnel of Riot Games, and many other components.

The degree of differentiation of users themselves will not make users feel that they are treated differently, but will make them have richer playability.

At the same time, we continue to iterate and optimize functions, including scoring system, game badges, friends list, attention and likes, etc. This series of function iterations and optimizations make other game communities have to follow us and imitate.

There is a saying in our internal conference room: always imitated, never surpassed.This is also my request to the product manager of Riot Games.

Community, service, and feedback complement each other, and together they have created the current high stickiness of users to Riot Games.

This is also the biggest reason why it is difficult for other companies to copy the fist game model. "

There was a round of applause among the audience, and the round of applause was very enthusiastic on the reporter's side. Everyone felt very rewarding after listening to it.

These contents alone are enough to make them a special topic.

In the area of ​​​​investors, the applause is polite applause.

For the investor group, what Zhou Xin said is also valuable, at least let them realize that Riot Games is a good company.

Have their own unique competitiveness, but this is not their biggest concern.

What they care about is the future growth space, that is, the gimmick, and they only care about this.

Because everyone present here is old fried dough sticks, and today, everyone can vaguely feel that this is a bubble.

It's just that I don't know when the bubble will burst. They are all playing the game of drumming and passing flowers, thinking that they will not be the last to succeed.

So this question is important, and it is important for investors who intend to hold positions in Riot Games for a long time.

But for most investors who just want to participate in this IPO and become the winner of the drumming game, they don't care much about this issue.

　One more chapter, maybe a bit late
　　
　
(End of this chapter)