Depth | mobile Internet lottery jedi survival way
Author: Mia
Battleground Secret no. 1: Know the terrain
How important is it to know the terrain of a battle to win it?
Speaking from the ancients, Han Xin’s desperate battle and the burning of Cao’s camp in the Red Cliff war are based on full understanding and use of the terrain. Even today’s Chicken Eating game also pays attention to battlefield exploration strategies. For example, xiaobi once parachuted into the enemy’s encirencirement and was directly KO!
So from ancient times to today, from battlefield wars to the current market wars, understanding the “terrain” is the most basic premise to win a “hard battle”.
In the past 30 years of reform and opening up, China’s economy has developed rapidly, and the trend of Internet-based development is unstoppable. Many traditional industries have been transforming to the “Internet” model, including the lottery industry.
China’s first welfare lottery was launched on July 27, 1987. By the end of 2017, the number of lottery users in China had exceeded 200 million, and the sales volume of lottery had exceeded 400 billion YUAN, ranking second in the world.
Statistics from 2009 to 2014 show that the annual sales of Internet lottery showed a rapid rise, and the scale of Internet lottery in 2014 was as high as 85 billion.
Growth of China’s Internet lottery sales since 2005
Battlegrounds Secret no. 2: Pay attention! It’s not an individual fight. It’s a team fight
In China’s entire lottery industry, the sales volume has been on the rise since 2010, from 166.248 billion yuan in 2010 to 426.669 billion yuan in 2017.
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Chart of market size and growth rate of Chinese lottery industry from 2010 to 2017
In 2012 Olympic Games, European Cup and other events have a preliminary and relatively positive impact on the annual sales of sports lottery;
In the 2014 World Cup in Brazil, Internet lottery sales exceeded 10 billion yuan in just one month. Sports lottery sales increased by more than 35% year on year, of which more than 70% users completed purchases through mobile terminals.
In 2016, a big year for sports, total lottery sales increased by 12.263 billion yuan compared with 2014 due to the impact of the European Football Championships in June and the Rio De Janeiro Olympics in August.
It can be seen that the proportion of sports lottery in lottery is increasing year by year, and the huge market breeds endless opportunities.
Growth of Sports lottery and welfare Lottery sales in China from 2010 to 2017
The upcoming 2018 World Cup in Russia will be held in June, 32 national teams will play 64 games in a month, in addition to staying up late to feel the World Cup, the score/winner guessing is an important channel for the public to deeply feel the passion of the World Cup. As the lottery sales figures above show, the World Cup is the equivalent of an airdrop supply box in the popular game PubG, and a perfect growth opportunity for many mobile Internet lottery companies.
Lottery keyword query data through kuaiaso.com
Through the “fast ASO” list data query function, only “lottery” as the keyword search, so far in the AppleStore lottery applications have reached more than 800, now how mobile Internet lottery survive under the bombardment of the ban “RedZone”, stand out among many applications, Finding a way to survive is the main goal of the future.
In the current policy is not clear, the promotion environment is more restrictive, mobile Internet lottery in the way of jedi Survival?
We combine our observations of the Internet lottery industry in recent years with a few small directional suggestions.
Battlegrounds secret number three: Be well-equipped and well-planned
1. Know yourself and know your enemy
The essence of Sun Tzu’s art of war is to know yourself and know your opponent without losing the battle. It boils down to practicing your internal skills and recognizing your strengths and weaknesses.
The official data of apple shows that 65% of apple users download apps through the AppleStore search. Through the fast ASO platform, they can accurately query the real-time ranking of their APP and the keywords covered. They can also add competing products for synchronous comparison and provide optimization suggestions for improving the search ranking of the APP store.
Kuaiaso.com query “lottery” keyword index in the past year trend chart
Kuaiaso.com query “lottery” keyword index trend chart in recent three months
From the ranking data of the keyword “lottery” in the last year and the last three months, except for the abnormal fluctuation of the word “lottery” in August 2017 due to the adjustment of Apple algorithm, the search index of the word is relatively stable on the whole. With the arrival of the World Cup, the search index is an inevitable trend, so lottery related keywords can be combined with the index for optimization.
Two, dig a hole and store grain
It is widely known that the best way to obtain traffic is to promote APP. If the number of channels is the direct reason that affects the size of traffic, the promotion matrix must be an important reason that affects the size of traffic.
Mobile Internet lottery APP, especially affected by the policy, should build its own traffic system in a multi-dimensional system to ensure that APP can obtain more traffic in a timely and effective way during promotion. Kuaiaso has made a simple promotion matrix for current lottery APP promotion, which is mainly divided into the following six promotion methods:
1. ASO optimization
Better visibility, better ranking in the Apple store, better downloads from natural users
– Disadvantages: It can be time and effort
ღ Recommended index: ★★★★★ ★
ASO refers to the ranking optimization of Apple App Store. In other words, ASO can be used to improve the ranking of products in the app store and increase the exposure of products, so as to download and transform products and increase natural user traffic.
At present there are many influence factors in ASO, mainly keywords, application name, comment, the three parts are need to choose hot words related to the product, and take the word ranking and emitting heat, three dimensions screening, to achieve the ideal effect of optimization, may not be a one-time completed, but need to plan to adjust for many times, So this process requires a certain amount of time and effort to be carefully screened and analyzed.
But the investment of time and energy is basically proportional to the effect, so xiaobian highly recommended!
2. Video apps
✔ Advantages: accurate positioning, high quality users
– Disadvantages: High cost, strict audit
ღ Recommended index: ★★★★ ★
Before and after the World Cup, video apps are bound to have World Cup-related programs, while lottery apps naturally fit in with such programs. Therefore, it is suggested that lottery apps can be arranged in advance and put into relevant video apps to obtain the most accurate users.
3. App Stores
➤ List ranking, high quality display position is conducive to exposure, cost-effective
– Disadvantages: High risk
ღ Recommended index: ★★
Due to policy and qualification problems, it is suggested that lottery APP take non-standard resources to launch, so as to achieve a good ranking and position in the list. Non-standard resources have a high cost performance ratio, but will involve security issues, so you need to prepare corresponding plans.
Other supplementary channels:
4. Large-scale APP cooperation
Generally, large apps need to be commercialized, and their cooperation modes are diverse and flexible, so we need to choose a cost-effective cooperation mode acceptable to the other party. Lottery APP can make some breakthroughs in this aspect.
5. Interactive advertising
It is suggested that lottery APP put a certain proportion of interactive advertising before and after the World Cup as a supplement to the traffic, after all, the quality of interactive advertising is a little poor.
6. Small programs
It can be used as a means of daily operation of lottery APP before and after the World Cup, and can figure out different ways and patterns to give full play to social value.
Right place, right time
From the sky to see the World Cup is approaching, from the people and people’s enthusiasm for the World Cup, is bound to have a strong role in promoting the sports lottery industry, so the mobile Internet lottery in this battle with the geographical survival adversity is an inevitable. In the whole world lottery industry, Internet lottery permeability increasing, mobile technology in China and the advanced payment technology is to let the mobile Internet lottery has a bright future, the country will be the near future time will be a corresponding policies, and mobile Internet lottery will also usher in spring, the reform of the sun.
And in the next is the prime time of the Internet lottery, do you think how to grasp?