Text/Qiuqiu

On the fourth day of the launch of "Heartbeat Town", Huang Yimeng moved the channel again.

He said on Twitter that "Heartbeat Town" does not rely on purchases and channels, and still has 3 million downloads, of which the vast majority of the game's increment comes from TapTap - it can be said that the success of "Heartbeat Town" once again proves the traffic value of TapTap.

It's 10 million downloads now

Speaking of traffic, TapTap has actually done a lot of homework in this regard, including editorial recommendations, algorithm recommendations, TapAD, and the fire/bonfire plan to support high-quality products...... You will find that although they have a lot of related businesses, the traffic has always been flowing, and manufacturers have to learn to operate in multiple scenarios if they want to get better on this platform.

And many people may not know that in order to integrate resources and capture the flowing traffic, TapTap has secretly made a strange and traffic-related new business: manufacturers can exchange game materials, brand content, soft copyright and other resources with TapTap for traffic.

It is said that it is secret, but in fact, since the launch of this business called REP, there have been more than 3,000 manufacturers in total, with an average of nearly 1,000 monthly active manufacturers, and the value of resources provided per month exceeds 1 billion.

After seeing these data, I was a little puzzled, what is the difference between REP and traditional buying and marketing business? Why has it only been more than a year, and it has been "remembered" by so many manufacturers? To this end, Grape Jun had a brief chat with Song Ce, the head of TapTap REP operation.

01

Opened "Xianyu" in the game circle?

Think about it carefully, isn't this form of barter cooperation a bit like opening an Xianyu App in the game circle for manufacturers to replace resources? It's just that the replaced resources have changed from second-hand idle to diversified exposure opportunities.

For a simple example, if you have a game that needs to be promoted, then in addition to spending money to buy volume, you can also hang the TapTap download/reservation entrance on the official website, or allow the display and jump to TapTap's activities in the game, and REP will correspond to the estimated value given according to the amount of resource exposure and conversion.

For example, a one-time subsidy of up to 30,000 yuan will be given to the manufacturer, and then the flow will be given according to the manufacturer's replacement behavior, and the general coverage of more than one million users can get 100,000-500,000 traffic money, which manufacturers can use to promote heating. "It's kind of like asking manufacturers to work with us on their own."

Like Genshin Impact

The process may seem simple, but there's more to bartering than that.

On the one hand, the resources provided by manufacturers can be diverse, including brand, operation, and effect resources, such as promoting TapTap on the official website, community media, and games, or doing some operational activities within the TapTap platform, all of which have the opportunity to receive REP's traffic support - simply put, you help me, I help you, and win-win cooperation.

For example, the TapTap email of the TapTap open beta of "Persona: Phantom of the Night" is a resource

For example, I believe that many vendors have already configured full-time operations in their teams, and even subdivided the operation positions responsible for TapTap, so they will carry out many TapTap-related operation activities on a daily basis.

Moreover, the difference between REP and buying volume is that "it will not let manufacturers play internal friction through bidding, and the game of REP lies in how to balance the demands of manufacturers and user value." ”

For example, it is understood that since 2024, "The Strongest Ancestor" has received more than 10 million exposures by providing materials, in-game jumps, welfare activities and other resources; Back to the Future: 1999 provided a similar resource, garnering more than 15 million impressions.

In-game jumps and events in Back to the Future: 1999

On the other hand, there are many types of resources that vendors can exchange for. The tens of millions of exposures obtained by the above cases are not directly paid for by TapTap itself, but promoted through multi-scenario operation activities inside and outside the platform, such as the information flow delivery on the Home of TapTap site.

Even manufacturers can use the resources provided by REP to promote users who have installed TapTap through mainstream delivery channels such as Tencent and Toutiao, and these users will jump directly to install after clicking on the ad - although this has an extra layer of conversion funnel, Song Ce said that they are more about giving the platform's judgment on the value of various resources, which is equivalent to providing some public value exchanges, but manufacturers need to judge and explore whether it is cost-effective.

02

Official-led, one-hand trading?

Compared with the second-hand transactions between "Xianyu" users, REP is more like a "first-hand" trading platform with official protection and official leadership.

First of all, the manufacturer's transaction partner is TapTap rather than the third party, which can allow the manufacturer to avoid pitfalls in promotion, such as mismatch between resources and users, difficult to detect the effect, and slow conversion...... After all, REP's promotion plan has been verified by TapTap, and the promotion scope is also its own platform, so many things are much more transparent and efficient.

For example, Song Ce said that REP has a complete set of resource pricing system and credit system, and what level of resources can obtain what kind of effect can be relatively clear and fair, and it is generally unlikely that there will be a huge difference in resource flow at the same level.

Moreover, REP will also regularly announce some replacement cases, and manufacturers can have a rough expectation in their hearts by comparing ROI - for example, the above-mentioned "The Strongest Ancestor" and "Back to the Future: 1999" provide similar resources and obtain similar exposure opportunities.

The resource evaluation and redemption details published in the official help document

Another example is that TapTap itself is a promotion channel, so manufacturers that use REP promotion can obtain more intuitive, accurate and long-term performance data than third-party purchases, so as to adjust future publicity strategies or reverse game content iteration.

Some examples of data analysis

In addition, the official guarantee of the REP falls directly on the more practical subsidies.

It is understood that REP has launched novice tasks and weekly/monthly tasks for cooperative manufacturers, and you can get up to 100,000 yuan of free resources per month when you complete the tasks, and you can also get additional support for TapTap's exclusive signed games...... Low threshold and low cost are more important and attractive for small and medium-sized teams with insufficient publicity and distribution costs - up to now, there have been a large number of small and medium-sized products such as "The Brave of Another World", "Commercial City", "Dream Meets Fairy Tale" and "Drama and Resentment", which have achieved good promotion results.

An event in collaboration between Heroes of Another World and TapTap

03

Huddle together, and then win-win

Seeing this, I believe many people also have doubts: can product promotion really be free of money? REP is contributing money and efforts to do this, is it trying to be the same as TapTap, and to be a good business? Or is there another purpose?

But from another perspective, you may quickly reflect why they are doing this: REP is not only helping manufacturers to promote, but also seeking breakthroughs for TapTap itself.

For example, the form of resource replacement, including the use of sign-in benefits and operational activities to stimulate user communication; Use the game's content promotion on other platforms, the second creation, and the sharing SDK connected to the game to quickly improve the content richness of TapTap.

"Shaking Light: Princess of Troubled Times" case:

Users can share game content to TapTap with one click

Second, at the beginning of the article, it was said that the traffic of TapTap has changed and shifted, which has led to a threshold for some vendors to understand. "For a specific manufacturer, its flow is diluted, and it may lack obvious experience."

The birth of REP gives TapTap the opportunity to show the value of traffic in a more platform-specific way and deepen the cooperation relationship with manufacturers - before that, who would have thought that they would use the form of barter to open up new traffic tracks and give manufacturers more choices? Let more manufacturers take the initiative and self-help to cooperate with them?

Persona: Phantom of the Night and the TapTap Game Festival

Collaborative check-in events

Song Ce also said that the original intention of REP is not only to achieve an efficient win-win cooperation relationship with manufacturers through standardized resources and unified management, but also to convey and implement the characteristics and values of TapTap to manufacturers through this platform, "For example, the resources of high-quality games will give a higher unit price, and manufacturers with scoring behaviors will reduce the unit price, or even cancel the use of REP." ”

Moreover, we can also find that whether it is the operation and publicity within the game platform or the external delivery relying on the platform, the game and TapTap are deeply bound: the game is active, and the platform is naturally active; If the game wants to be delivered, the first layer of conversion is to download TapTap...... In this form of resource replacement, perhaps theoretically, TapTap will not lose money, and manufacturers can also take advantage of this win-win cooperation - the gold content of bartering is still rising?

Douyin promotion of Naraka: Bladepoint mobile game and TapTap

Yes, the value of REP may be much higher than the effect and benefit it creates, which not only amplifies the resource value of manufacturers, but also reorganizes and allocates resources and scenarios that are not covered by TapTap, and allows manufacturers and TapTap to work together in a new form of cooperation: as mentioned above, you help me, I help you, and then win-win cooperation.

04

epilogue

To be honest, I didn't expect Huang Yimeng's sentence "not relying on buying volume and channels" to be really not empty words.

The cooperation form of REP in barter, and the trend of guiding manufacturers and platforms to stay together, are impacting the traditional marketing system of spending money to buy volume; And this business can now attract more than 3,000 manufacturers, generating a lot of resource exposure and cooperation relationships, which also confirms from the side that TapTap's apostasy this time seems to have succeeded again?

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This article is from Xinzhi self-media and does not represent the views and positions of Business Xinzhi.If there is any suspicion of infringement, please contact the administrator of the Business News Platform.Contact: system@shangyexinzhi.com

This article is from Xinzhi self-media and does not represent the views and positions of Business Xinzhi.If there is any suspicion of infringement, please contact the administrator of the Business News Platform.Contact: system@shangyexinzhi.com