SNS to the web game to get the benefit of the wind sudden turn brings great challenges

The popularity of web games is further promoted by community websites.

March 8, Tianya game platform low-key online. In the current version, the Tianya gaming platform is a collection of game products and related activities, recharge, customer service modules, but also provide other game functions. According to "it Times" understand, Tianya gaming platform is now operating five web games, the year will be introduced at least one new product each month.

In addition, a number of companies, including Renren and happy net, have been fully integrated into the field of joint operations of web games, and these social networking sites, with their large number of visits, are trying to convert idle traffic that cannot be immediately realizable through web games to profitability.

Contend

In recent years, China's SNS community website development is booming.

Our correspondent learned from Renren that by the end of last year, Renren had nearly 150 million registered users, close to 1/3 of the total number of netizens in China. Renren has also become the largest open platform in the field, attracting tens of thousands of apps from more than 1000 third-party developers, with more than 2000 third-party apps online. ”

With the increase of SNS website users, in addition to the traditional and single revenue model-network advertising, web games are also becoming a new exploration point of domestic SNS website. Data show that Chen a boat in the Thousand oak in its two strong SNS platform-mop and Renren, the promotion of Low-cost Web game products (also known as Socialgame) revenue to do 77 million yuan, it is possible to become the first single quarter of billion-year income of the web game operators.

SNS Web site in the Web game to obtain the illustrious record, often make the same model of other sites have a sense of crisis. As a result, community sites are not to be outdone, who are unwilling to fall behind.

After the game platform is online, Tianya will be operating including the "Ming Dynasty Times", "Pinball Hall", "36 meters", "Wulin Heroes" and "The Three Kingdoms", including a variety of third-party game development companies developed by the web game. And happy NET is currently in the online game hall components, has officially opened the service has two games-"Pinball Hall" and "Business tycoon." SNS website not only actively operate the Web game, Qihoo 360 Guardian's 360.cn website also came to join in the fun, early online game center, launched wan.360.cn and operation of several popular web games.

SNS website, the addition of the web game makes "social + Web Game" phenomenon become popular, the explicit proportion and the quick realizable ability also makes the game developer and the operation platform hit.

In order to encourage and support more Third-party Web game development teams, last November, Renren launched the Gold Partner Program, with a share of 3:7 per cent for Renren and gold partners, up from 4:6 per cent of the average Third-party partner. In addition to being divided into proportional support, Renren also supports partners in many resource configurations.

In addition to the premeditated giant network, the two major portals Sohu and Tencent have successively entered the SNS market, the recent news that Sina will also exert the web game, the game pool platform will be expected in April.

The challenge of integration

Analysts point out that all the SNS sites that enter the Web game have one thing in common, all have a huge amount of traffic. 360 has hundreds of millions of installed capacity, happy Net and Renren in the social field is also ranked in the forefront of the industry, and Sina and other portals of the flow of more doubt. "Rather than let some of the unused idle traffic wasted, rather than take the joint venture, in the shortest possible time to cash flow." "There are gaming industry insiders think.

According to insiders, the game revenue has become a renren and other community sites, one of the new fast money.

According to the game insiders, the difference between web games and other online games is that the former use the browser to operate, its biggest selling point is "open the browser can play", to meet the part of the love of the game no time and place players. These convenient features also make the web game become one of the ways to quickly change the flow of traffic. Advertising people also believe that, as a large number of user relations established SNS network, advertising display is the main business model. According to a survey by the IT times, 80% of web gamers are receptive to the ads that are implanted.

China's largest sports community Tiger-bashing sports CEO Chenghang also agreed with the Web game and SNS community will realize the common development of the view. "SNS in fact can be seen as a web game can play the amplifier, if it is a stand-alone version will become boring, and through the integration of SNS elements, greatly enhance its accessibility, web games will promote the community SNS interpersonal network development and interactivity." He believes that the future of web games to be tied to SNS has a future.

At present, China has nearly 300 internet companies in the development and operation of web games, the market is operating and the upcoming operation of various types of web games has more than 450, and at 3 per 4 days in the continuous growth rate.

However, the industry also has another view, that the development of web games may be due to the increasing number of portals to change, they will inevitably not compete with social networking sites in the future.

However, Tencent game President Ningyu does not think so, "when you have one hours of time, you can immerse in online games, and SNS Web page of the game only occupy even 5-10 minutes, he used the spare time for entertainment, two games for different needs of the crowd." He also said that in the rapid rise of the SNS game behind, the convergence of these two trends is more worthy of attention.

The integration of web games and social networking sites brings attractive markets while encountering investors ' indifference. From 2007 to 2008, investment in 45 cases of online games, only two strokes to the web game. In this regard, some experts believe that the most important reason why web games are not favored by venture capital is that the investment in web games is less rewarding. "Although the Web game easy to start, but the profit model is relatively single."

"A social networking site that sustains and expands on interpersonal relationships is likely to weaken the main business-the interpersonal network-and thus lead to a loss of users, eventually becoming a fringe mix of SNS and gaming centers, when too much attention is diverted to web games. The industry says so.