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Yongcheng Liu's Blog

 

Yongcheng is the director of NetEase Games Thunder Fire User Experience Center, with 14 years of experience in game industry.

He graduated from Peking University with a master's degree in computer science. He leads a team of more than 100 employees, including 17 GDC speakers, and is responsible for the UX research/design and big data support of many well-known titles: Ghost Mobile, Justice, Naraka: Bladepoint, UNO, PHASE10, Conqueror's Blade, etc.

At NetEase, he is also an expert in the field of data analysis and user research. In addition, he has rich experience in game planning and has multiple years of experience as a game design director, being responsible for the development and publishing of multiple titles.

In the Core Concept of GDC 2020, he gave a lecture on MMORPG's economic system.

 

Member Blogs

User Research: What a player means when saying "I don't like the art style of the game"?
Posted by Yongcheng Liu on Tue, 12 Oct 2021 11:07:00 EDT in Design, Console/PC, Social/Online, Smartphone/Tablet
In this article, I will take players' evaluation of the game's art style as an example, and show you how to get deeper into players' real thoughts by splitting and refining the "art style" in the interview question design and practical use.

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User Research: Game for fun: negative emotion compensation mechanism
Posted by Yongcheng Liu on Wed, 29 Sep 2021 10:29:00 EDT in Design, Production, Console/PC, Smartphone/Tablet
Have you ever felt lost, angry or desperate in a game? Whether it's because the game failed due to the death of the character, or we cannot get the desired items because determined "fate", we will always experience a variety of frustration in game.

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User Research: How to achieve IP collaboration success through User Research
Posted by Yongcheng Liu on Tue, 28 Sep 2021 12:25:00 EDT in Business/Marketing, Production, Console/PC, Smartphone/Tablet
Collaborations in similar areas such as collaboration between game IPs are common. There is another kind of collaboration which is cross-field. What can user research do during the process of collaboration?

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User Research: Players complain about weak characters because of too little damage?
Posted by Yongcheng Liu on Tue, 21 Sep 2021 10:59:00 EDT in Business/Marketing, Design, Production, Console/PC, Social/Online, Smartphone/Tablet
Skills adjustment planning is often very careful. Because the adjustment of characters will have some collateral effect on other characters/heroes, which in turn leads to the potential affection of character balance of the entire game.

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User Research: How players in competitive games socialize?
Posted by Yongcheng Liu on Fri, 10 Sep 2021 11:21:00 EDT
Generally, in MMO, SLG and other types of games, the social relationship between players is extensive and deep, and we can even say that it is social activities that allows many MMO games to stay in market for a long period.

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User Research: Utilizing Octalysis in Game User Research
Posted by Yongcheng Liu on Fri, 03 Sep 2021 10:02:00 EDT in Business/Marketing, Design, Social/Online, Smartphone/Tablet
In fact, the factors that drive players to behave are complex.In the case of players who want more social functions, some of them may want to build specific social relationships in the game and exert some influence that way.

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[More Yongcheng Liu Blogs]