2015 for gamers, a larger "war" will be staged

The 2014 Network game market, under the impact of mobile tide, hand-travel has become the focus of the entire industry, regardless of the conference, the hands of the tour has become a guest speech and the center of the topic of discussion. But last year, China's first big game player, China's once biggest game company Grand sadly away from the field, Chen will be his hands the most important cash cow Shanda games for sale, a glorious moment in the ever-changing network game market sadly exits.

Looking back on the 2014-year game market, four key words can represent the game market this year lively and extraordinary.

1. Capital Heat

2014, the game company set off a new round of the tide of the listing. At the beginning of the year, the Tour clan, 37 game to complete the first shell listing, and in the second half, and a successive game company backdoor A-share listing, such as the Nangju era backdoor love to make shares, landscape culture purchase Palm Wo Unlimited and so on. The domestic capital market has become the preferred market for gaming companies to borrow shells.

Because the crazy concept of game stock has spawned a a-share market a few huge bubbles, while the international market is relatively deserted.

Boya Interactive, joint public, flying fish Technology, Blue Harbor Interactive landing in Hong Kong stock market, capital attitude is very different, although have achieved good market reputation, but PE is not high, blue port listed PE is 9 times times, Burson Interactive 16 times times. Compared to domestic frequently 100 times times, 200 times times PE, the Hong Kong stock market for the concept of game stocks is not high. Blue Port Interactive CEO Wang Feng said on the day of the listing, buy Blue port stock is picked up a big bargain.

The United States market, in 2014 also ushered in a number of new shares, fun game of the parent company to create a dream world landing in the U.S., but after the initial hot pursuit, has returned to mediocrity. At the beginning of 2014, the touch-controlled technology which launched the listing in the U.S. was also chosen to suspend the listing process because of the lack of recognition of the capital market and the low valuation.

The indifference of international capital market, more manifested in Shanda game, giant game, the perfect world successively announced privatization. The reason for its privatization is nothing, the U.S. capital market does not like the concept of game stocks, resulting in its low valuations, investor activity is insufficient. But these companies may be able to do better by returning to the A-share market after privatisation due to ample cash flow.

2, senior executives left the internal unrest

2014 in the rapid growth of the game company, in hand tour, swim, grand, 360 games and so on are facing the internal violent turbulence. In the first half of the movement of the internal unrest uproar, leading to its President Chong led a large wave of distribution line personnel "was left". And the capital market has also shown concern about its internal turmoil, share prices also experienced roller coaster, although the last two senior executives shake hands, but the stock price can not go back to the highest peak.

The three quarter of 2014 became the most chaotic period for the gaming business, which is the main source of support for Sohu's cash flow. As the founder of the tour Wang Yu left, sparking suspicion in the industry, and the next thousand people layoffs, once complained. Tour from the end of the transition also has many twists and turns, only one by one game products "Tianlong eight" although the performance is good, but also can not hide its development in the mobile game side disadvantage.

And the Grand game also experienced great turbulence. Since Tencent pulled down the throne of China's first gaming company, the post of CEO of Shanda has become a "hot potato". Recently, the Grand game CEO Zhang suddenly resigned, as well as the founder of the veteran Chen to join the Kunlun games, but also become the focus of attention. Grand Game management for the development direction is not unified also be exposed, Zhang finally difficult enemy "bridge elder brother" Majesty, Grand from the U.S. stock market, also will play the initiative to other capital side, also directly indicates that Shanda has quit the main battlefield of China's online games.

3, hand tour IP hot protection

If anyone asks what is the hottest word in the 2014 hand tour? It is believed that most of the answers given by most people will be "IP". Admittedly, in the big situation, the industry to fine transition, copyright is increasingly valued, high-quality IP because of a large number of fans audience groups, also began to become increasingly sought-after.

In the scramble for IP, the rich and resources of enterprises never worry, for small and medium-sized developers, distributors will have to face the problem of infringement.

Shanda in 2014 to the "Legend" IP a series of rights, focusing on the market imitation "legend" hand tour. According to incomplete statistics, the grand has issued about 200 one-time rights protection letters, involving Apple, Baidu, UC nine tour, Pea pod, synchronous push and so on about 20 companies.

Blizzard Company Joint NetEase, the prosecution of another domestic game enterprise infringement of its game "Furnace Stone legend: Warcraft Hero Biography" Copyright and constitute unfair competition, and claims 1.65 million U.S. dollars (about 10 million yuan). November 6, Shanghai court on Blizzard and NetEase v. Shanghai Travel Easy copyright infringement dispute case to make a judgment, Shanghai travel Easy on the date of the judgment immediately stop the infringement of the plaintiff's copyright, remove or modify the infringement game "Wolong Legends-The Three Kingdoms." At the same time, Shanghai tour should compensate the plaintiff's economic loss within 10th from the effective date of the judgment.

This is only a more famous case. The issue of game infringement in the future of China's online game market will continue to occur. and developers, distributors of IP enthusiasm will return to calm in 2015.

4, hand Tour promotion resources to the Giants concentrated

Wang Feng in the forecast 2015 hand Tour market development prospects, said, 2015 pure "Channel flow volume" mode will no longer exist. 2014, a number of game developers to their own game to Tencent distribution, micro-trust game channels rely on large users, become the mobile gaming market the largest platform. Although Tencent mobile game leader Wangbo in an interview that Tencent in the mobile game positioning is not only a channel, but still can not block the trend of quality products to its tilt.

But in Tencent Q3 earnings growth of mobile game income slowed down, but also drew outside for Tencent mobile game development concerns.

For other developers, there are fewer ways to promote the game, after Apple's rules for the brush list changes, so many mobile advertising companies complain repeatedly. Chang Li, CEO of Li Jian, said in an interview with NetEase Science and technology, Apple's adjustment of the brush list rules has had an important impact on the entire industry. However, he also said that, as a new company, through the accumulation of experience in touch game distribution, as well as the market judgment, in 2014, the Android Market has achieved a good promotion effect.

Li said that now rely on the simple integration wall model is not lasting, but the need for a full channel, a comprehensive way to promote. Into the 2015, narrow channels, relatively concentrated resources, for small and medium-sized developers will face more severe test.

Summary：

2014 game market also appeared new market development direction, such as HTML5 game hot circle of friends phenomenon, host game ban, smart video games, electric competition and so on. As the scale is still small, this is not summed up, but the future will maintain sustained attention.

2015 for the game people, a larger "war" will be staged, who will impact Tencent's leading position? Let's wait and see.