The self-redemption of mobile games in ChinaJoy

The annual ChinaJoy (China International Digital Interactive Entertainment exhibition) also set off the passion of gamers, manufacturers of new games and strategic release also conveys the industry's future direction, and in the mobile gaming field, its fiery seems more than in previous years. On this chinajoy, China Mobile gaming base High-profile debut, joint Grand Group of Friends of the "Dragon Valley of the Sky War" new tour first activity, so that mobile gaming has become the biggest highlight of the ChinaJoy, but also sparked the game industry to China Mobile in the exhibition on the first published "Pan game　　"The product strategy of the applause and wide attention. Meanwhile, Zehnder, vice president and general manager of the Asia region of the American Art Power Company, has been cooperating with the company in Shanghai to develop mobile games. Not long ago, the domestic game developers Nine City company announced with the United States mobile phone games and platform company Aurorafeint to reach an investment agreement. Another domestic game manufacturers NetEase CEO Ding Lei also said recently, more and more debris time, mobile phone games will be a new trend in the future, and NetEase has started the technical reserves.　　But Ding lei worried about piracy will be mobile phone games in the development of a relatively large problem. In fact, many big manufacturers optimistic about the development of mobile phone games at the same time, also saw the development of mobile phone online problems.　　Ding Lei is concerned about the piracy problem, in the current development process, is not mobile phone online development of the biggest bottleneck. According to the recent published "2010 China Mobile Game User Behavior Research report" data show that in the survey of mobile internet users, "worry about the flow costs" and "poor play" and so become users do not play mobile phone network game the main reason.　　From the overall survey, the higher game costs and poor user experience hinder the development of mobile phone network games. The plight of mobile games after more than 5 years of development, in the 2009 3G concept of foil, as if into the golden period of development. But the mobile game has not yet reached the status of high-speed development.　　Compared with PC games, the users of mobile games are still relatively small, less than one-tenth of the PC games market. Data from the air network shows that the overall market for mobile phone network game this year still maintain the size of 250 million to 300 million last year, the number of active users around 500~600 million, or a smaller market, the current mainstream or MMORPG as the main form of the game, nearly 80% Mobile phone network game is not to make money or even loss of the state. In the absence of rapid expansion of the market situation, a large number of new game influx, product differences are large, mainly in the stability of the server, the screen, the smoothness of the operation of three different aspects of the difference. A better game accounts for about 10% of the market.　　A lot of the games that occupy market share did not appear.　In recent years, there has been a single manufacturer and SP into the mobile phone games market, accelerated the speed of the mobile phone games, but in quality is difficult to ensure that the profitability of more than 10 of the products in millions.　When the music network President Xiao Yongquan in an interview with our correspondent said that the current mobile phone games to maintain relatively stable development, but not to everyone's expectations of the outbreak point.　　In fact, to reach the outbreak point, mobile phone games must also break through a variety of bottlenecks. When the music network recently released the "China Mobile phone network game user Behavior Survey Report 2010" shows that the speed of the network and game fees is to restrict users to participate in mobile phone network games are the main factors.　　Survey data show that the current restrictions on users to participate in mobile phone network games, the most important factor is the network speed is not ideal, as well as the cost of the game is too high, the ratio reached 69.9% and 69.8% respectively, and mobile phone configuration and operating inconvenience is also restricted users to participate in mobile phone network game main factor Watson century, general manager of wireless products Takanami in an interview with our correspondent, said, "High cost is the main bottleneck restricting mobile phone games, but also the biggest bottleneck."　　"Takanami that the mobile internet tariffs are too high, as well as the user's opaque tariff, reduce the mobile phone users to use mobile Internet, so that the total number of users of wireless internet development slow, so that the number of users of mobile games online development slow." In addition, due to hardware and technical reasons, most of the mobile games manufacturers launched products are more concentrated and similar, the main game type or to turn system and real-time system of two types mainly, the main theme is magic, martial arts category popular, the main manufacturers of the product quality difference is small, the quality of similarity is higher.　　The choice of the user depends mainly on the operation and service of the individual. In the current situation, to make breakthroughs, but also from product quality, charging mode, platform expansion and so on, and, as far as possible in large game manufacturers into the mobile phone games market, do a good job of technology and product accumulation, in order to obtain a stronger competitiveness. [Page] Innovation source power "to break through, the key is the product and charging mode of innovation, change now a knife-cut MMORPG game type and prop charging mode.　　Xiao Yongquan that the source of the mobile games is the innovation of the product and the charging mode. In fact, in the current game type of a single situation, there have been a small number of companies to innovate.　　Mocha world of the concept of light games and China Entertainment Wireless action games have been people's attention.　　According to Song, president of the world, the existing mobile phone market MMO type game has begun to enter the bottleneck, similar to the traditional online games, labor and the user experience has not been caused by the loss of serious users, coupled with the mobile phone experience and network problems caused by the limitations of the market has been delayed. Based on this, the Mocha side hope in the "without pains, the user retained high", but there are ARPU and low pay rate of the community game has a breakthrough. They complement each other, resources, and have similar potential customer base, Mokali push the concept of light online games is the combination of the product, not only embodies the SNS community games relaxed entertainment style, but also reflects the mobile phone platform in the game fees and convenient aspects of the unique advantages. In Song's view, "The light swims" is an idea, "we give the player is trueIs the spirit of pleasure, change the traditional game to play strange upgrade, repetitive operation of fatigue, slow down the player's tired value, no longer let the game become a player's burden. In addition, in the charging mode, the traditional props and time charges for mobile phone traffic restrictions are relatively large.　　How to break through this bottleneck still need to explore. At the same time, mobile phone games manufacturers should also establish a good brand. When the music network survey found that the establishment of a good brand reputation is the user of mobile phone network game operators the greatest expectations.　　Survey data show that up to 78.4% of users expect operators to establish a good brand reputation, indicating that mobile phone network game operators need to pay attention to the establishment of their own brand reputation, and another 57% of users want to be able to deal with the game in time the problems (such as bugs, etc.).　　Grasp the high-end users of course, the game quality and fee mode changes will become mobile phone games to break through the bottleneck of the main driving force, but to expand more mobile phone platform, will also become the key to the development of mobile phone games. The view is that the number of high-end smartphone users in China is growing rapidly, with mobile phones in the 3 operating systems, especially S60v5, Android and OS, growing fast, while the earliest smartphone systems s60v2 gradually fade out of the market.　　And the current market game, are keyboard operation S60v3 as the main marketing object, the touch-screen version of the mobile phone support is not outstanding. When the survey data of Le Net shows, 55.4% of users hope that the mobile games can support universal models. Xiao Yongquan said, mobile games are still supporting Java and Symbian Nokia, Samsung and other brands of mobile phones, and MTK mobile phone network gaming experience is not good.　　Smartphones, such as Android and iphone, will become important platforms for mobile gaming and, combined with the features of smartphones, will surely create new types of games. In fact, foreign mobile game development companies have been successful in high-end machine system platform. Looptek, a mobile gaming development company in Silicon Valley, has developed near-hundreds products based on Apple's Appstoreiphone and Google's androidmarket. A variety of has been listed in the industry Top10. In its technical Director Optimus View, the development of mobile phone games not only the prospect of worry-free, but also to achieve a successful global enterprise, in the recent 2010CGDC held in Shanghai, Optimus to the Chinese counterparts introduced Looptek successful experience. Optimus describes Looptek's successful model of selling Looptek software to 80 countries around the world, using its mobile sales platform to attract iphone and Android phone users with good gameplay and specificity.　　At the same time, he believes that the success of the model is to be replicated by Chinese counterparts, because "mobile phone sales platform is an open platform." For mobile gaming development prospects, Optimus expressed his own lookMethod: In the top 100 iphone rankings, almost all of the game, because today's iphone, Android 300,000 of the software, has a version of a variety of tools, service software, and these software has a feature, after buying one, it will not buy the same type of software, But the nature of the game is different.　　So at present in the iphone, Android development software, the development of game software will be the mainstream, and for the culture of the market is still a big bright spot. But Takanami the truth about the current development of high-end smartphones in China: "The iphone is admirable in terms of the excellence of the user experience and the power of the Development platform (SDK), but the iphone is too expensive." Mobile games users, monthly income of 1000 yuan below accounted for 50%, monthly income of 2000 yuan below accounted for 80%. The iphone is good, but it's too expensive for mobile gaming users. "But Takanami thinks Android has a big chance:" Android's free and open makes it more and more popular, and Android is the best thing to look for if China's Shanzhai phones have a larger share of the Android camp. ”