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Kenny from TON Foundation: TG Ecosystem Gameplay Discussion: How to Get More Traffic?

BlockBeatsBlockBeats2024/09/27 06:27
By:BlockBeats

What can you bring to users in terms of value feedback?

Original title: "Crypto Growth Theory | TON Foundation Kenny: Discussion on TG Ecological Traffic Gameplay"
Instructor: Kenny, TON Foundation
Editor and Compiler: BeWater


Preface: On September 21, the second Growth Hacker Camp co-organized by BeWater & PANews came to a successful conclusion in Singapore. In this event, mentors from top projects and VCs in the Web3 field discussed core topics such as personal branding, growth strategy, community building, user retention and conversion in depth, bringing valuable insights and inspiration to the audience.


This growth training camp has been well received. BeWater has compiled the content shared by the mentors into articles and set up a series of "Growth" topics for readers! The first article in this series is "TG Ecosystem Introduction and Gameplay Discussion" by Kenny of TON Foundation. The following is a summary of Kenny's speech:


1. Basic Introduction to TG Ecosystem


TG: The Third Largest Overseas Social Platform and Regional Market Distribution


TG is the fastest growing social platform in the world in absolute terms in the future. The MAU has recently exceeded 950 million, making it the "WeChat" in the CIS region with a population of 240 million.Now there is a billion-level APP, and the target in the next three years is to reach 1.5 billion, which is an absolute growth rate of 50%. It is hard to imagine that WeChat and Douyin will have a growth rate of 50%. Compared with the top 2 WhatsApp and Facebook Messenger: TG is more flexible in openness, more complete in functional infrastructure, and more tightly closed in ecological loop. It can be benchmarked as the platform closest to WeChat ecology overseas.



In addition to developed countries, TG is the "WeChat" of the CIS region with a population of 240 million. In addition, key markets include India, Indonesia, Nigeria, Iran and other populous emerging markets in the third world. Telegram has nearly 1 billion users, but the proportion of Crypto users is not that high. In many countries, it is a national IM software, not a marginal or underground communication software.



TG Ecological Function Construction


Channel (official account), Story (friend circle), etc. have become important infrastructure and growth means for TG ecological developers.


A certain Chinese project on TON should be the most well-known. In the early stage, the creative short video played a relatively good role in user stickiness and community atmosphere. From more than 100,000 users in March to now, a "magic" friend circle has hundreds of thousands of views every day. The live broadcast function is similar to the WeChat group live broadcast, and the event-related projects are being tried and developed. In addition, as the god of the TG world, the founder Durov's official account channel has great reference significance for TG ecological entrepreneurs. Wallet function will focus on promoting decentralized Ton Space in the future. The TG mini-program ecosystem has developed rapidly, and has basically achieved full coverage of the types of WeChat mini-programs, and new categories that WeChat cannot achieve have emerged. Recently popular mini-programs include TADA taxi, e-commerce, ticket purchase, short dramas, etc.


TG advertising system has not yet seen an industrialized way to obtain volume, so TG has also seen a private advertising system to solve the problem of the data layer. TG advertising system is divided into official and private advertising systems. At present, there are only editors' manual selection and what's new functions in TG App Center. In addition, Appbar has personalized recommendations. At present, the official advertising system advertising position only supports public account graphic insertion. The delivery effect cannot be accurately delivered without the official collection of user information. This is related to the product concept of the founder of TG, and the disagreement with Facebook's behavior of delivering advertisements through mobile phone user information. Therefore, TG has also seen a private advertising system, which is solving data layer problems through various forms such as on-chain data and group performance.



II. Discussion on traffic growth on TG


TG is a huge traffic depression for small games going overseas


TG is a huge traffic depression for small games going overseas, and the future penetration rate and users may show a Davis double-click. TG The form of small games is constantly evolving. Everyone will think that small games are very popular now, and the traffic cost is also very expensive. I have listed this picture for the development prospects of small games. In terms of penetration rate, it may be difficult to reach WeChat's 45%, but I think it can exceed Facebook's 12%.


Facebook's problem is the lack of an active gaming ecosystem and commercial closed loop. Compared with the current penetration rate of TG mini-games (of course, my definition of mini-games does not include the most primitive pure tap type), we can predict that the penetration rate of TG mini-games can at least double.


On the user growth side, the platform will have an absolute growth rate of 50% in the future. The mini-game penetration rate plus the user growth driving force is equivalent to a Davis double-click. The second point is that the form of mini-games is still evolving, and the current form of TG mini-games is still relatively mild. If you look at the development history of mini-games in WeChat, there are many forms of games that are worth looking forward to, and everyone should still have this confidence. The third point is that TG will continue to iterate its products. The speed of official products is still relatively slow compared to domestic commercial software, which leads to the release of new dividends in each iteration.



How do TG project parties go to market?


TG project parties must first find out where their users are, and think clearly about which region you want to enter the market and whose money you want to make. You can confirm your positioning from the two dimensions of geographical location and Web2/Web3. In the coordinate system of the figure below, the horizontal axis is the region, and the listed related markets have hundreds of millions of TG users. A big difference between TG and WeChat here is that WeChat is a unified large market with the same culture and system, while the TG market is cross-regional, and there are significant population and cultural differences between regions, and different regions have different resources and strategies. The vertical axis is the user portrait, that is, Web2 or Web3 users. Currently, more than 90% of the projects are off-chain users without wallets. They come to play not for airdrops. The typical portrait can refer to WeChat. Parents and elders usually need to use WeChat as a communication tool. They occasionally play casual games for krypton gold but are not addicted. This user circle has strong consumption power and high user stickiness.


Therefore, when making small games on TG, in addition to the business model of issuing assets, you can realize income by selecting the right market and user groups. For example, there are already project parties that have run through the pure Web2 IAP (In-apps purchase) path, based on the consumption power, usage time, and usage habits of the WeChat time machine version, but due to the lack of IAA, the more common model at present is the hybrid realization model of IAP + heavy asset issuance. TG's customer acquisition path is different from traditional Douyin and cannot be achieved by spending money to buy placements, so it is very dependent on the social fission of the core circle of seed users. This positioning should be relatively clear.



CIS Market


The entire TG ecosystem is based on the CIS region. The Russian-speaking region is not only based on the number of users, but also on the quality of users, the length of time they use the platform, and their commitment. This market is the most worthwhile.Star TG projects such as Notcoin, Dogs, and Hamster come from the Russian-speaking region, and Catizen has done a good job of integrating into the Russian market. Other regions such as India have the highest MAU, but their user value and penetration are not high. In addition, some markets such as Iran are worth paying attention to.




TG's off-site traffic logic:TG has a lot of traffic coming from off-site, especially the large traffic platforms in the Russian-speaking area are worth exploring, like Hamster found an agency on Tik Tok and YouTube.


Several Takeaways on Growth:


1. Compared with the traditional game industry:TG has low development costs, low expectations, but high ROI. There is no mature and large-scale customer acquisition method at present, and I hope that some advertising alliances can solve this problem.


2. At present, there is no mature growth path for scale and industrialization, and the elimination method is used to think. In 2022, a very important wave of mini-games was because WeChat and Douyin were connected. 60% of mini-games came from Douyin, and there was also an internal advertising system. It was difficult for TG officials to propose an industrialized way to gain volume because of the Web3 product concept and the founder's decentralized concept. Therefore, it is necessary to think by elimination, and other methods need to be tried and continuously improved.


3.The product does not require the best, but only the most suitable and the most matching. Many projects feel that the current product quality is average and relatively rough compared to WeChat, but I think it depends on how to define it, what is "the best". Is it a 3A masterpiece? I think there is only the most suitable or the most matching, that is, matching the current user's usage habits, monetization methods, and traffic acquisition methodology. Only in this way can you say ok this product is a good product, instead of saying ok you think these game products are also like that UI is also simple, interaction is also simple, or matching is still the most important.


4. Treat users as traffic - leverage users and grow together. For the fourth point, I believe that we still need to reverse our cognition. Users are not traffic, you still need to leverage them more. Many people have already reached a consensus on this aspect, treating users as a node and seeing how users can help you grow together. But after you have this cognition or this idea, you still need to have more attempts and actions.


5. The gradually clear new hybrid monetization, the core revolves around the value feedback link.WeChat mini-programs and mini-games are hybrid monetization of IAA + IAP. However, IAA is more difficult to implement on TG. Now it is becoming clearer and clearer that many domestic project parties adopt the model of IAP + heavy asset issuance and monetization. But now some people will ask, users come just for airdrops, as if this user is for wool anyway, or they all have their own goals. But I personally think that the core is still around your value feedback, what can you bring to users? When you are growing and want to realize, you need to think about what kind of value feedback you can bring to users.Airdrops may be a kind of feedback, and you can give them something in the game, such as sending them some unlocked props. You need to stand from the user's perspective, even if you give them entertainment value. The core is still around what kind of value feedback you can bring to users.


6. Three-layer theory of social communication.When doing social communication at TG, we think there are three layers of theory:


· First of all, the first layer is that you must have a social function on the product. Many products have not mentioned this function yet. Whether you are sitting in the tunnel or standing anywhere, I think this function must be there first.


· The second is how you design the value chain. Returning to the perspective of value feedback is how to leverage the user to help you give feedback, which can also be combined with the fourth point. For example, some small games copied Pinduoduo's Kan Yi Dao, and it is said that many domestic operations are now being copied by everyone.


· The third thing that is hard to come by is cultural attributes. You may look at how to make this kind of icon, or how to enter different markets. For example, if you are working in Russian, for example, I think you need to do a little research on the psychology of this part of users, including the icon over there.


Entering Q4, we plan to tour offline communities around the world to share more detailed information about traffic growth for TON developers, and will also invite several outstanding project parties at different stages of development to share some practical experience. Everyone is welcome to participate. Thank you


This article is from a contribution and does not represent the views of BlockBeats.

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Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.

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