Blue Harbor online Wang Feng: Game company's biggest culture is player culture

Wang Feng, chairman and CEO of Blue Harbor Online

News and science and technology the fifth session of the Webgame Congress and the second Light Game Summit Forum held in Beijing on January 22, the General Assembly based on Webgame, Socialgame, mobilegame-oriented light game field, gathered a large number of industry elites. News and science and technology to the General Assembly for full coverage.

Wang Feng, chairman and CEO of Blue Harbor Online, said in a speech titled "Innovation and Learning of mobile games", to be a good game company, playing games is the best corporate culture, game company's biggest culture is player culture.

The following is a transcript of Wang Feng's speech:

My speech topic is the opportunity and the challenge, greets 2013 mobile internet market tide, today General Assembly theme is the light game, my innovation and the ponder is not mature, since has come, is willing to carry on some sharing with everybody.

Our company has made 12 products in the past six years, start to do the end of the tour, the beginning of the page, we are still throwing money to do the end, the game industry is a very unique industry, the game industry to do a good job of the product people do not come out to speak, the product to do the company is also particularly unwilling to come out to interview. The internet PM is hot, there is a big part to share the success of the PM, in fact, the success of the game industry rarely share. Some people think that may be successful experience is not willing to tell, in fact, this is not the case, the industry has no evergreen tree, just successful people to do the report, he is doing a failure of the product. I talk about doing games like playing Mahjong, want to and cards, a lot of people finally made the game, are at the table constantly torturing themselves, constantly lose money, and finally to a Yamato. You continue to learn, constantly tortured, only possible and cards, if come up and cards, then go, such people are very few, and people have not played a lifetime of success.

COC team did a lot of games, until they in today's era to make a landmark products, some time ago I have a friend to talk to me about Korea's most fire game, I said this team who did? This team I know, they have never been successful in Korea. The game industry has a large number of people are ten years ago in the game, but did not succeed, does not mean that they do not have professional ability, each new platform has to shuffle the process. Recently, the most popular mobile games, the most popular is webgame, web game to make money, but today we find that mobile games more money. The biggest problem is who also said not clear themselves, who are in the process of Mongolia, are confused, hand travel companies think they can make money, there are many companies rushed up. Many people say standing on the cusp, pigs can fly up, we are really that can fly up the pig? What if a fat pig can't fly? May be too big, body is not light enough, very loaded with the dream pig can not fly up.

Take my previous industry, the traditional tour company scenery no longer, not a game on 100,000 people online, recently, I read my colleague's speech on the internet for many years, he said that five years ago you do 50,000 people online tour is embarrassed to say, today if you end up doing 50,000 people online, he said that the staff to celebrate it. Why? 50,000 people can make a lot of money, the number is lower, continue to live in the face of survival problems.

The first-line page tour company continues to maintain market dominance, but there is no startling explosive force like the next generation.

Now mobile games hot, we almost became the Chinese game industry and developers simply, we swim from the end to the page to swim to the hand, is always slow and half beat, we play across three times. Last year our company became lighter, I like the theme of today's meeting light game, we do heavy game last year performance status is three games last year over 30,000, because we have no tens of millions of-month game, we have 10,000,001 months of the game, but my mentality and the whole company's pace, Including each project team found a direction to do the game. Later we concluded that we might have grasped the times, in the past our accumulation may have begun to produce chemical reactions.

We had a particularly big change last year, because I found that many of the game company's employees did not really play games, do not know how many companies are now very serious, early I saw some people do not play, some people say I am marketing personnel, not play games, just sell games. Later I found that to be a good game company, play games is the best corporate culture, game company's biggest culture is the player culture. Everyone's efforts to become a master of the game, means that everyone desperately practice class, experience games, to the market, to the front desk, to the president and any level, want to join the game company, do not like to play the game of the people do not, games companies play games is very important culture.

The opportunities for light games are getting bigger, the opportunities on smartphones are very clear, the Android market in China's rise in the second half of last year, more and more good games, the App Store and Google Play become the most important overseas leading force, micro-letter last year very impressive results. There are several things in my opinion that are important, first, the company has a familiar and easy-to-use engine, in the past, we have noticed that many companies use a variety of engines, we have tried it in the past, there are a lot of engines inside, and then we find that time is wasted. Within a company, the engine was made so much that the engine was only on the ground, including special effects, basic interface editing, and environmental use. The game does any kind of subject matter, completely depends on the designer, the engine performance is same, the game is same, completely is not such.

Our art quality gap is a big shame, if the future of mobile gaming into foreign markets, now the level is not reached.

Innovation is the most important to grasp the original game, the Real Player experience the most core part, most of the planning is not clear, as long as a little fun on the line, that a bit of fun to catch is the game prototype. "The Sword of Kings" The game came out in two months, last February successfully finished the prototype, we believe that only after the prototype is done, can really put into research and development, it is regrettable that the development of large-scale games, the first year to do resources, a game company, a team sometimes to seventy or eighty people, or even hundreds of people, the first year to do resources. And the first year in the engine, Koreans rarely do their own development engine, the Korean people did not put the game research and development team on the engine. Chinese game companies have two major problems, the first is to spend the team on the engine, the engine to standardize a bit like a movie, why reproduce photographic equipment, with a mature engine to allow more staff and engineers familiar with your game, the game is very important circle.

There are a group of art team and planning to do most of the resources, large maps, decisions and effects, we first put the resources piled up to say, one year to do the engine, another year to do resources, two years later, where to play? Say we are very good fun, very rich, you slowly play it, in fact, is nonsense. Light Games is a game based design ideas to expand resources, mature companies have an advantage is that it can be in the mature engine, mature development process, as well as a large number of existing system experience.

There is no micro-innovation in the game industry, the first is innovation, the second is complex innovation, circular design, and then use the mature module support, this is the composite innovation. This phenomenon in my many years to do the game process, I more and more strongly experience the establishment of systematic experience, and then there is a mature module application, this is the composite innovation. The first thing we want to do is not innovation, but learning, recently I talk in the company is to develop first innovation, to a team with learning ability now to force him to innovate, but for the new person is you have no in-depth play a game. Do the game if they do not spend money, they do not experience, it is difficult to do, some people say I do the game, I spend money to play, it is not two? I say it is your consumption, you go to experience, you know how bad your design, in fact, in the moment of your impulse to consume, you found that the original dream is wrong. You do not like, they do not like, do the game if they do not go deep play, must not do well, our company's internal culture is all the producers play in their own game is very very deep, otherwise the player with what you walk.

The internet is particularly like to say that attention to small white, pay attention to the user base experience, the game industry only focus on small white can be successful, then the streets are flying pigs. Why are a lot of games not successful? They spend a lot of time in the company, in a lot of games, and if you can't play all of your grades, it's impossible for the player to follow you, if you're not in the deep experience.

What is the culture of the game company? I later summed up in the interior, upper body art, lower body technology, Heart is the player's heart, do fine.

What is a light game? System simple, easy to operate, there is consumption impulse, play not tired, there is a strong mobile game characteristics, and no gravitational induction, and no based on mobile phone location, a variety of different characteristics of the game. There is internationalization, the recent "Big Masters", recently COC highlight game is still a lot of. Benchmarking in the game company is very important, our industry particularly popular cottage, cottage culture how to come? I succeeded on a platform, but did you get to Tencent? No, I can go to Tencent, I have a cottage to go up. In fact, Tencent also did not have so many Shanzhai games, but a lot of people fantasize, I this game can not Tencent, cottage to go up, I very despise this practice. If come up to be the cottage to solve, no one to develop the game, no one innovation, platform do not put the price up, and then rose up, no one will do the developer. Developers do not follow the person behind the study, learning will not live, can only make a living, will not become a big game, page tour and hand swim absolutely do not do the follower.

What is a game brand? I have talked to Wu Gang, "Paladin" is a game brand, Brand is not to take money, Brand is the concept of fine, it must be the current market segmentation, it live in the reputation of the segment players, live in the memory of a generation. A company should have adequate technical reserves, but also have artistic talent, more and more new platforms, if there is no good show is difficult to succeed. Many foreign game companies are Disney's ideas, talent is very important to find the elite, good game companies must do a good job of elite culture, and I just said the player culture is not contradictory.

I think a lot of teams play games and I'm not really sure about the big company investment Holdings to do the project, and I've noticed that in the past five years, it's easy to say that all the big-line vendors have failed to make a success of the so-called developer program. Today, a lot of small teams run to the big group to do the model, are blind, lame theory, to a certain extent, the process of the blind in the inside, want to do the game, in the company to nurture the elite, in the elite team of any combination and patchwork, method clear, encourage innovation is the real king.

What is a game master? A wide range of research app Store focus on the list, in-depth study of one or two games, this is too important, play to be very deep, to high play, do not white, the game company's small white culture is not needed. We always solve the wastage rate, the old in doing log tasks, if the game experience is not good, these are deceptive, the players are still lost, your game is not enough, it will not. If your depth is not enough, the year is not enough, must not be able to retain the player, these and the so-called tricks do not have a great relationship. Many people are particularly concerned about the wastage rate, thinking that some novice guidelines will not be lost, in fact, the loss, because he felt no meaning.

Finally, our company's summary to share with you:

1, we fully transform the hand tour, and strive to become the leading mobile gaming company

2, spare no effort to promote the game culture, consumption of small white, become a game Master

3, Boutique and so on players heart plus art upper body and technology lower body

4, unified inity engine, the game prototype design is the game of this

5, APP store and Google Play become the core of the overseas leading force

6, focus on mobile game learning and thinking, talent training.