Online games Market scale growth slowdown breakdown and innovation to extricate the key

Last year, China's online gaming market achieved sales revenue of 32.37 billion yuan a year, although still maintain double-digit growth, but this is the third consecutive year of growth slowdown. Homogeneity, lack of innovation is still a common problem in China's gaming industry, if not addressed, in the next few years, industry growth will continue to slow down, and may even have negative growth newspaper intern Foncy According to the Beijing Business Daily Report, recently, 2010 Chinese network game in Beijing, 192 manufacturers, 389 games, More than 85 million online votes ... All created seven years of China's network game history record high, online games are still widely watched. But at the same time, the net swims also faces "the growth stage stagnation, the market enters the consolidation stage", the future entire net swims market expectation is still not optimistic. According to Sun Shoushan, deputy director of the National Press and publication Administration, said in the industry meeting last year, China's online gaming market to achieve sales revenue of 32.37 billion yuan, an increase of 26.3%.　　Despite double-digit growth, the figure has fallen considerably in the previous years, slowing for the third consecutive year.　　Lack of innovation limit the development of online games in the market for the third consecutive year slow growth, the reasons, there are insufficient product innovation, homogeneity of serious, plug-in rampant, policy impact. Eric Consulting analysis that 2010 is China's online game to face the reality of the year, after 10 years after the Blue Sea market, the first time in 2010 to see the industry crisis, and the main cause of the crisis is the lack of the game industry the necessary innovation: the first is in the business model, when the 2007 free mode was born, Most enterprises will be free as the main charging mode, but in recent years, the user gradually to the free mode of resistance to the mood, ARPU value gradually slipped. The second is product research and development, China's online game products homogeneity problem has caused a certain impact, but also plagued the industry and users of the stubborn disease, operators are mostly holding to reduce risk, cost savings, repeat the introduction of similar products, resulting in user aesthetic fatigue, and can not give users a sense of freshness.　　Third, marketing, or by the impact of the policy, or by cost, the major operators in the Internet advertising outside, there seems to be no more effective way to promote. In fact, the homogenization of products, lack of innovation, has long been the topic of Chinese online gaming industry, whether it is a business model or product development, or promotional methods have no better means, users lack of freshness, stickiness and willingness to pay decline, which to a large extent limited the development of the entire industry.　　Therefore, if the game industry can not solve the above problems, then the next few years, industry growth will continue to slow down, and may even have negative growth.　　In this respect, Eric Consulting, operators can innovate within the game business, including product innovation such as 3D games, improve the user experience, to attract more users to the game product upgrades. For the problem of homogeneity of online games, swordsman Father Qiu shared the practice of Chengdu Dream Factory. Qiu revealed that, in addition to the product itself innovation, DreamWorks's current strategy is to make the game light, while pushing the end and the unprovoked version, so that "clients doMay be small, players get started as quickly as possible, play as easy as possible. The cross-border marriage becomes the market of the net. At present, the online game market growth trend is slow, some large companies began to try the Cross-border marketing strategy, especially the game company and film and television cooperation intensified.　　The end of the year, the grand Don't forget to catch "Zhao orphan" surreal the last bus, Shanda's online games "demon World 2" and "Zhao Orphan" to expand the depth of cooperation, the content of the screenplay will be copied or other forms of the game, and "Zhao's orphan" director Chen Kaige will personally on the entire process. Compared with the grand, perfect time and space although start relatively late, but also in the network literature, film and television play have a great time.　　Perfect time and space Chi decided to grasp the film and television part of the business, perfect time and space with the help of TV dramas and movies adapted "Wulin" and "Chibi" two online games, also photographed the "very perfect", "Hot Dance Party" of the relevant elements of the film, while watching the film, but also to the perfect time and space games bring great publicity. At the beginning of 2011, the new version of the "Water Margin" is also playing a close contact with the online game. January 19, China's top ten game developers Kirin Game officially announced that it has obtained a new version of the "Water Margin" TV series of the same name online games development rights. According to introduction, Kirin games and production of Beijing Ruyi Auspicious Film Co., Ltd. jointly launched a new version of the water Margin, the same name online games, Kirin game in the game development process, the use of TV drama stories, scenes and star figures such as portrait material resources, while in the new "Water Margin" TV series, including screen logo, film tail,　　The end of the set frame and so many places have been reflected in the game "Water Margin" elements. In fact, the entertainment industry with the game and film, television has a high degree of relevance, can use different carriers to convey the same cultural themes, and enhance the influence of this cultural theme.　　Online games can also be from the content of the film and television play a great support. Online games to transform or promote market recovery in the domestic market competition in the fierce, the attack overseas market has become a lot of new online business breakthrough. In addition to such as perfect time and space, Jinshan and other pioneers in the overseas force, Blue Harbor online, Kirin games, such as a number of Up-and-comer also tried to enter the overseas market. At present, there are 12 enterprises in China's online gaming enterprises listed at home and abroad, in China's internet economy, the highest proportion of listed enterprises.　　In addition to overseas gold, the layout of wireless internet, market segments, and so on, but also the transformation of the company's other key direction. In 2010, the network Dragon has basically completed the direction of mobile Internet transformation. According to Liu Luyuan, CEO of the network, mobile Internet is a new breakthrough opportunity for online games, which can make full use of the time of fragmentation and moving.　　Last year, the network dragon in the mobile internet has mainly done three aspects of work: the introduction of SNS open platform, the introduction of mobile phone assistants have series of products, electronic mall and other business. Industry insiders believe that the market segment is also a breakthrough in online games. South Korean experts have predicted that "the game will become oldAfter the retirement of the preferred leisure style, "on this, Shanda seems to have been aware of, it is reported that Shanda is planning a special target for middle-aged and elderly users of the game products." In the user segmentation, Moore Manor is undoubtedly a successful classic case, in the public see the big adult game hot, while the rice to target users locked in the 8-14-year-old children, rice in April 08 launched the "Moore Manor" game, a short span of a year in the domestic major cities of primary schools, Registered users reach an astonishing 30 million! In the market segment, the innovation of subject matter is also an important direction.　　In this respect, the green treasure in a new, will be the force point for the red Online games, Shenzhen, China Green Bao Interactive Network Co., Ltd. Chairman Li Ruijie revealed that will launch the "anti-Japanese War 2", "Liang Jian 2", "World War II", "Long March" and other red games. In fact, whether it is innovation or subdivision, is to increase the player's game experience, online games in the theme and Game group expansion and the extension of the industrial chain, will eventually bring more economic value to operators.