We do n’t just look at financial returns when we make games, and we take “globalization” as the project standard
The mobile game thing: As you mentioned before, Heartbeat will continue to increase investment in research and development after the IPO. But in fact you now have 8 studios and a R & D team with more than 550 people.
Huang Xiwei: Yes, in fact, we have invested a lot now.
That's the point of mobile games: How would you evaluate your R & D capabilities at this stage?
Huang Xiwei: Heartbeat is a company with its own preference category, it will be more diffuse, not limited to a certain field. There is a big difference in product types between different studios.
But the essence of making games is to make some innovative products in the market. This is the same concept as our agent distribution. Of course, we also need to bear some pressure on innovation.
Therefore, we hope that by increasing investment, the team will have less worries and dare to make some innovative products.
A little bit about mobile games: What is your approval process?
Huang Xiwei: Our studios have their own areas of expertise, they will propose ideas and do demos.
Then the boss of each studio and we will set up a jury for the project, and ask some detailed understanding and opinions on the demo. If it meets expectations, we will push this project down.
But if everyone thinks they don't think enough, we will stop.
A little bit about mobile games: Is there a demo that has been cut and then cut off?
Huang Xiwei: Yes. Because even if the demo has passed, it may be cut off because of progress issues or due to misjudgment of the market, which will all happen.
But overall, it is relatively small, and we generally get stricter when setting up projects.
The mobile game: How many demos can you see in a year at your current scale?
Huang Xiwei: 4-5, our demos are relatively complete.
The mobile game: What do you value most about self-developed games?
Huang Xiwei: First, the satisfaction of players, and second, whether it can bring brand benefits to the company.
We don't value pure financial returns, we want fame and fortune. We will make products that players like and have a certain commercial value.
The mobile game thing: If the scope is extended to agency distribution, will this standard change?
Huang Xiwei: The difference between the two will not be too big. Generally speaking, we dare not do things that destroy brands, because players are becoming more and more savvy, and once they feel cheated, it is difficult to deliver trust.
What we want to do for games is lasting, and after communicating with players, he has already positioned our brand and can't do something unexpected.
The mobile game: According to IPO data, you will have 5 new self-developed new products next year. Can you tell us?
Huang Xiwei: Let me briefly talk about a few.
The first is a major product, developed by our B Cat Studio. This team has done "Wonderland RO: Guarding Eternal Love" and is good at MMO. What they are doing is an original, two-dimensional MMO.
The second one is two products developed by our Wangbei Studio in Chengbei. Because this team has made the card SLG game "Sweeping Thousands of Armies" and has a certain understanding of cards, so the first is a cyberpunk-style card game; then the second is our cooperation with Perfect World, based on " Torchlight's IP product.
(Codename: "Torch Light: Infinite")
The third is that we are making a competitive product of gun battle type. Otherwise, some war chess are still being done.
The mobile game: More and more people regard "global orientation" as the product approval standard. How would you define the concept of a global product?
Huang Xiwei: The core of global products is actually "culture" and "art style". As for different themes and gameplay, I feel that there are opportunities.
For example, the Japanese market can only be a Japanese-style card game, but then "Wild Action" went in, and "Fifth Personality" also went in. Also, before "Girls' Frontline", no one in South Korea sent ACG, and there were mainly MMOs. But after we went in, many products followed.
In fact, after each market is solidified, new products can get the opportunity to break through, because players are tired of local.
Mobile game that thing: So every single product that I'm interested in now will take globalization as the standard?
Huang Xiwei: This is for sure. Our current definition is that each product is made with the goal of globalization. Basically, we do not make products in a single market.
"Traditional buying of volume-type products is not significant, but it is very helpful for products with content."
The mobile game: According to the data, according to the 2018 top-up flow calculation, Heartbeat is the # 1 Chinese manufacturer in the Korean market. Can you roughly review your journey to Korea?
Huang Xiwei: The first time we went out to the sea was in the traditional region, and the first time to succeed outside the traditional region was "Girls Frontline".
In fact, "Girls Frontline" also did traditional Chinese first. Before Korea went online, it had been in the traditional region for half a year. We have a deep understanding of products and know the differences in this category, so we have done a lot of localized and community-based things in Korea.
We feel that we must do this to have a chance. Then Google ’s help is also great. After all, we do n’t know enough about the Korean market. Through communication with them, we have obtained a lot of information in advance.
The mobile game thing: specifically what kind of help?
Huang Xiwei: First of all, the percentage of Google Play in the Korean market is very high. Then, for example, its A / B Test function may allow us to make a few sets of materials in advance to observe the player ’s reaction, and then Google Play can see the conversion of players in different regions.
Through these analyses, we can prepare things that certain players like in advance. We wo n’t say that we will adjust them when we have a big exposure. We must finish the basic work before.
And every local government will have some requirements. For example, there is a game committee in South Korea. They will communicate with you through Google, so your contact information must be correct.
A little bit about mobile games: Did you step on the pit during the distribution process?
Huang Xiwei: Yes. For example, some social trends in South Korea, as well as other international and cultural issues.
Then the differences in versions and activities in different regions are also. Because the players we are targeting are very young, they will go to see versions and events in other regions, so we need a unified version.
We will negotiate with R & D in advance for many activities. What do I need to change, but if you can't change it, I will not change it. We don't want to make a difference, because the difference is either noisy here or nowhere. In the end, everyone is bad.
A little bit about mobile games: Nowadays, many overseas products put forward the announcement, how do you think of this trend?
Huang Xiwei: We have done a great job in pre-processing, and started to do it about three years ago. I think this has something to do with product attributes.
The traditional purchase of volume-type products is not significant, but it is very helpful for content products and IP-oriented products. You look like "Wonderland Legends RO: Guarding Eternal Love" has been warmed up for at least a year before it is released in China; it is also done overseas, and "Girls Frontline" has been made before it is launched in Korea.
Because of this product it has something to advertise. For example, if RO has an IP and a group of old players, we can tell them what to do; ACG products are also the same. It has a lot of culture and content. We can expose it in advance, and players will pay attention. It is easy to explode when online.
The mobile game thing: what is the main content?
Huang Xiwei: Be a community and organize the content to expose to players.
The culture of players in each region is different, and you have to organize it in place. Because players have their own understanding of the unique culture of the game, you have to get their points.
A little bit of mobile games: Will it be too much investment?
Huang Xiwei: Manpower investment is large.
In fact, money is fine. You can invest more or less, but you must invest more.
A little bit of mobile games: Has this high labor cost marketing solution been verified again?
Huang Xiwei: Yes. Including the "Fantasy Simulation War" that we released with Zilong, it also invested a lot of manpower. This is an IP product, and at the same time its game of chess is very good, we need to spread on this point.
We ca n’t simply engage in TV commercials, because we ca n’t reach too many people, so we choose to go to forums for content. Including in the translation process, this product was originally translated into Korean, but its essence is Japanese IP. In the end, we chose to use Japanese version to translate the plot, and Chinese version to translate the gameplay.
("Dream Simulation" has gained 800,000 subscription users in South Korea)
Such details need a lot of manpower to spread. But I think the essence is still a bit, you have to take care. According to the characteristics of the product, think about everything in advance. According to your own understanding, do it in conjunction with the local. Then adjustment is faster, and investment in players is faster.
A little bit about mobile games: How much better would it be in advance?
Huang Xiwei: At least two or three months in advance, we will fix these things.
We will not go to the product immediately after receiving the product, because the translation process originally takes several months, and then the translation quality also needs a cycle to adjust. So at this time, whether it is localization or community, determine the direction and you can invest in it.
Mobile game that thing: Anyway, do not hurry to go online.
Huang Xiwei: Yes, although everyone is anxious to go online, but we must pass this off.
For some large products, the first wave may not be good, and there will be great pressure later. Therefore, we must be accurate in the early stage, respond quickly to problems, and handle public opinion incidents immediately. Like the Korean market, the culture itself is more intense, and player requirements are also high.
One must react quickly and the other has a good attitude.
The mobile game: In addition to South Korea and Japan, Heartbeat also refreshed the ceiling of Southeast Asian MMOs through RO. You always seem to find a way to break into a particular market. Can you share some of your experiences?
Huang Xiwei: This has something to do with the concept of our product distribution. One is to understand the product first, and the other is that each region must first invest in research, rather than buying the product as soon as it comes up.
When "RO: Raising the Eternal Love" was released in Thailand, our market announced that it was completely localized, such as "Poly Taxi". We went to Thailand and watched every day, looking for some local content that can be combined with the game, so that players felt we knew him.
In simple terms, it is necessary to understand the local culture first, and then understand the game content, and at the same time, it must be combined.
The mobile game thing: Can it be understood as a more authentic way?
Huang Xiwei: Almost.
Because in addition to translation-related content, localization is more about understanding the local culture and investing more energy to do this.
"In fact, our goal has always been to make games fun to impress players."
That thing about mobile games: How would you view the growth of heartbeat in recent years?
Huang Xiwei: My heart has grown and changed greatly under the leadership of the group CEO Huang Yimeng in recent years. From a pure "distribution + research and development" business, it has become a more comprehensive game company.
Although the weight of the heart is not large in China, it belongs to a medium-sized game company. But it's not the same as every one, it's special.
The mobile game thing: After listing the Hong Kong stock market, what are your short-term goals and long-term goals?
Huang Xiwei: Actually, our goal has always been to make a good game to impress players. The only difference is that the investment will increase.
Limited to the development of the company, we couldn't say that R & D was done very well overnight. But after going public, the company's brand and capital accumulation will be better. We will increase investment in research and development, including iteration of technology and fine arts, and introduce more talents.
The mobile game thing: the brand that you love can now bring a special feeling, how do you define yourself?
Huang Xiwei: This has something to do with the culture of the group company. We have always been so tuned.
A little bit of mobile games: just special things?
Huang Xiwei: Yes, this has an impact.
After all, my heart has been moving for so many years, and the time will not be too long or too short, enough for others to see clearly what we are doing.
We always think "what" is the most important. Although everyone will talk about it, we are also talking about it, but in the end, what players think of you depends on what you have done for so many years.
A little bit about mobile games: Will your positioning be different for R & D, distribution, and channels?
Huang Xiwei: It will eventually be a closed loop.
For example, TapTap, we hope players can find good games on it, and also download and play; then for research and development and distribution, we also hope to get more player feedback through TapTap.
The mobile game: Do you think about adding something to it in the future?
Huang Xiwei: Maybe in the future, not yet.
In fact, this is already difficult to do. You see, we have to do a good job in research and development, and then we have to do a good job in publishing. In China, we still need to carry these things through TapTap.
The mobile game: What do you think is the core competitiveness of the heart?
Huang Xiwei: People-oriented.
Our slogan is "Gathering Craftsmen's Hearts, Moving Players".