TH China International Digital Interactive Entertainment Exhibition (ChinaJoy) ended in Shanghai

This exhibition attracted 349 companies from more than 30 countries and regions, with 600 balance of all kinds of game works, covering network games, stand-alone games, web games , Mobile entertainment, desktop games, electronic athletics, Cosplay, Animation peripheral and digital interactive entertainment hardware products and other fields, the scale of the previous largest.

Ten years to achieve leapfrog development

At this exhibition, domestic games continue to occupy the vast majority, and for the first time reached more than 400. and internationally, Sony, EA, Blizzard, Intel, AMD, NVIDIA,

Crytek and other world-renowned companies also increase the intensity of the exhibition, through technology and product display for the people to bring the latest, the most cutting-edge game development results.

Reporters at the exhibition scene, "Blizzard" Company's booth front row up hundreds of meters long team, are waiting for a demo "World of Warcraft" new information film "Panda Man Mystery" experience. It is understood that blizzard in the minds of many gamers have a position, the launch of the "StarCraft 2: The heart of the Swarm," "Diablo 3", "World of Warcraft: The Fog of the Pandalia" and other games are all the fans.

The Nineth City gaming experience Area is more eye-catching, on the three floor booth, 60 high configuration computers lined up, players from around the world are experiencing war shooting new game "Planet Marginal 2", they manipulate the role of the game, or in the jungle crawl forward, or fierce confrontation with the enemy, very exciting.

In addition, the London Olympics also have business opportunities here. In China Telecom's exhibition area, a kanban specifically introduced the London Olympic Games authorized by the official mobile games, and the use of "London Olympic 2012" official pattern. field staff, the mobile phone game is divided into 5 major items, 9 competitions, including archery, athletics, swimming, etc., suitable for all ages players experience. Since the game was launched in mid-June this year, the number of downloads has exceeded 1 million, the biggest feature is the London Olympic Games scene simulation is very real.

It is worth mentioning that at this exhibition, the organizers set up an area of 400 square meters of the 10-year theme exhibition area, to show visitors the Chinese game publishing industry for ten years to achieve. It is understood that over the past decade, China's online game publishing industry has been the Internet economic development of the "locomotive", ten years, China's online game publishing industry from the initial total market income of less than 1 billion yuan of small industry, developed into a direct market scale of more than 40 billion yuan, driving telecommunications, Media and other related industries income of more than 70 billion yuan, consumption of hundreds of billions of huge industries, especially the national original network game publishing industry, has 7 consecutive years occupy the domestic market dominance, showing exuberant vitality and attractiveness.

Since 2012, China's online game publishing industry continues to maintain a good development posture, the traditional online games revenue stability has increased, web games and mobile games marketing rapid growth. According to the Chinese Zhing Game Commission commissioned by the professional institutions of the industry survey, the first 6 months of this year, China's PC games market real sales revenue of 23.55 billion yuan, an increase of 16.9%, of which, the client net income of 19.73 billion yuan, an increase of 12.5% , web game revenue 3.82 billion yuan, an increase of 46.7%. Mobile games revenue 1.26 billion yuan, an increase of 54.4%. It is noteworthy that in the first half, China's national original PC net revenue 16.86 billion yuan, accounting for the total market revenue of 71.6%, up nearly 10% year-on-year.

Mobile games is the future trend

In this exhibition, the traditional online gaming experience area, although "grab the mirror", but the emerging mobile games are also highly concerned by the players and the industry, PC online games giants have announced into the field of hand tour.

According to the domestic mobile Internet entertainment community Platform Fei Nine days in the exhibition published in the "Mobile entertainment White Paper" show, in the first half of this year, the iphone platform game ranking, online games from 6 to 14, stand-alone game from 16 to 9, more and more users from the single game transferred to the net.

Liu Fei, CEO Knangla pointed out that the future mobile platform of online users will continue to increase, mobile games is a trend in the future. In this respect, Xinsheng, an inspector of China's Ministry of Industry and Information technology, said that in recent years, with the rapid development and popularization of mobile Internet, the number of Chinese people using mobile phones has surpassed the number of Internet users, becoming the first terminal on the Internet, which will accelerate the innovation of mobile phone and online game emerging industry. Chen, chairman and chief executive of Renren, also believes that the current Internet game is developing rapidly, the future of the potential rise of the game platform is the mobile phone, especially smartphones and tablets, "more and more performance, screen more and more clear, the major carriers are falling fees and charges, are mobile game rising factor." ”

According to China's Zhing games, such as the joint release of the "2012 1-June China Game Industry Report" shows that as of the end of this year, China's online game overall user scale of more than 300 million people, of which mobile network game users faster growth rate, an increase of 70.9% per cent, The number of users up to 120 million people, as the first half of the user scale growth of the main power.

"Mobile gaming, the overall size of the market is still small, so its growth rate is reasonable." "Cyber Dragon Network Technology Co., Ltd. Executive director and chief Executive Liu Luyuan that the rise of mobile gaming" has begun, a year or two the overall development trend will be very fast, and more and more users will choose this game form.

Internet watcher Chen bluntly, mobile phone game research and development threshold is low, means that the audience will be more and more fierce looting. "We predict that the one-month-old mobile gaming game is just a matter of numbers," he said. At the same time, because of the simplicity of the content, mobile games update frequency far more than online games, how to maintain high-speed, high-quality game updates, the company will be a challenge. At the same time, how to realize the offline commercialization of online products has always been a relatively weak link in Chinese games. From this, Chen that "channel-oriented, content is King" is the truth of mobile games.

Shanghai seizes the high ground of online gaming industry

Undoubtedly, the rapid development of online gaming industry is inseparable from the government's high priority and support. Sun Shoushan, deputy Director of Press and publication, in a recent "China International Digital Interactive Entertainment Industry Summit" revealed that over the past more than 10 years, the Department of Press and publication department and other departments in strengthening the game approval management, promote technological innovation, enhance enterprise original ability, encourage game enterprises to more products, guide the development of overseas markets, The implementation of network games to prevent addiction to the system, to combat "illegal", "plug" and other copyright infringement, and investigate various types of laws and regulations of the game publishing activities have paid unremitting efforts.

According to the introduction, in order to promote online games and other digital publishing industry development, in April this year, the Shanghai Municipal government released the first provincial governmental special program "Shanghai Digital Publication" Twelve-Five "plan", and will release the Shanghai Digital publishing Industry Development three Year Plan of action, the Shanghai urban Area two government accumulated investment in supporting funds 300 million yuan, Driven by the social capital of about 800 million yuan, funded by the construction and construction projects accumulated up to more than 700, rapid upgrading of industrial development, of which "Jiangdong" won the propaganda department of the "Five Engineering Award", "Net Died" became the only one of the network Literature Award of Lu Xun Literature, "Moore Manor" became the only Chinese publishing government award of online game works , boutique works are constantly emerging.

At present, Shanghai has become the highland of the industry field. Statistics show that last year, the Shanghai Press and Publication Bureau reported to the Press and publication Administration approved the online game 200 balance, accounting for nearly 50% of the total number of national approvals. Shanghai has an online game publishing license of about One-fourth of the total number of enterprises, up to 41, to achieve sales revenue of about 13.8 billion yuan, accounting for the total national sales of One-third, than the 2003 1.3 billion yuan growth of 961%.

In addition, Shanghai continues to maintain its leading position in the new media sector. The Shanghai Network original literature represented by the grand literature realized sales income of about 700 million yuan, grew nearly 30%, and continued to maintain more than 70% market share in the country. The Internet game publishing industry has developed rapidly, has more than 200 network games operations, research and development enterprises, more than 60,000 employees, to achieve sales revenue of about 13.8 billion It accounts for about One-third of total sales nationwide.

The slowdown is a temporary adjustment

However, it has to be pointed out that the growth of Chinese online games has slowed in the first half of this year after years of rapid growth across the industry. According to the survey published in the China Game Industry Report (January 2012-June), the first half of China's PC games market actual sales revenue of 23.55 billion yuan, compared to the first half of 2011 16.9%, although online users continue to increase the size of the user base, The growth rate is slowing down, especially the net client swims the user to be 4.6%. Therefore, the actual sales of the client net income growth rate of a significant decline, the real sales of Chinese online games year-on-year growth rate is lower than the historical level.

"China is a big country, but not a powerful country, its traditional games are less attractive, while web games and mobile games do not stimulate growth." "Xinsheng said.

For the slowdown in growth, Sun Shoushan that the lack of quality is the reason for restricting sustainable development, "innovative capacity is insufficient, the market homogeneity of the phenomenon of serious, some game technology low, or even direct plagiarism." And as the market slows, the problem is emerging. "He pointed out that the Chinese online games industry has always been the problem is that the outstanding national culture and technology combination of products, the lack of long life cycle applauded the works, the lack of core value game culture.

But others argue that the slowdown in the online gaming industry suggests that bubbles are being squeezed out and are now on track. In the international trend, more and more Chinese games with cultural branding overseas, market investment and mergers and acquisitions business increasingly active. Duyonbo, managing director of Huaxing Capital, said some web games and social gaming companies were eager to rush into the open market as some veteran game makers dived and performed poorly on capital markets. He pointed out that in the capital market, foreign capital

VC in the early mobile phone game area is still frequently submunitions, but in the growing period of high valuation projects generally cautious, and RMB funds actively concerned about a certain income and profits of the game companies, domestic launch (listing, mergers and acquisitions) will become increasingly mainstream.

"Online gaming industry is now walking into a brief self-regulation phase, a decade after the return of the vanity has just begun, some people say that the online game is not, resulting in a panic in the industry, everyone worried, and I think the future of the online games industry is a promising career." "NetEase

The CEO Ding Lei is obviously confident in the performance of the industrial development.