The turning point of the hand tour industry has come, the cottage flood hand tour developer also very hurt

Golden ten years pk winter nude swimming

In layman's eyes, the game is a "wayward" industry, which also take the hand to swim the most gold absorption ability. 2014 Hand Tour experienced a brutal round of growth, it was the circle of people dubbed "Hand travel IP Year", "Hand Tour ARPG First", "3D hand Lang Yuanying", "the first year of sailing by hand", "the first year of hand travel design" and so on. Even a netizen jokingly joked, "Hand does not have a hand to swim shares, are embarrassed to say oneself in the fry". But behind the halo, waiting for developers is gold 10 years or winter naked swimming? Beijing Morning News reporter survey found that, in a wave of singing high and singing decline in The sound, hand tour industry inflection point has come.

The environment has changed, singing high and singing decline

Smart phones in the 2014 are crazy, driving the hands of the previous tour has not seen hot. "2014 China Game Industry Report" shows that 2014 domestic mobile game sales revenue reached 27.49 billion yuan, the first time more than the web game, and twice times more than 2013.

But the industry has never had a calm observer. In the recent 2014 years of the annual mobile gaming industry summit, singing high and sing the decline of two views confrontation: to perfect the world, Tencent represented a faction of the "recycling of the game industry gold New Decade", with the music of excellence as a representative of the faction of the winter argument.

"Domestic 50% tour companies will be closed within a year, and the other 50% companies in 2 years, there is a risk of failure at any time." More than 10,000 CP, may survive only 4. "Shanhu, CEO of Excellence, said.

In fact, the "winter" argument was issued as early as last year. At the Global mobile gaming conference last May, Xu Yuan, the CEO of the Valley game, said publicly that the hot hand market would surely be awash with bubbles, and he speculated that 90% of mobile games were dead by this time next year or later. The prophecy is becoming reality.

"2013 is basically a hand tour of the small team can get the investment, our goal is like a shotgun, there are games to take, in order to win." But now it's totally different. "said He Peng, founder and CEO of Palm Travel Technology.

If in 2013, users are also satisfied with the taste of a variety of fashionable hand tour, or just replaced the smartphone, the need for their ammunition, then 2014, after a lot of app baptism, consumers become calm. Thus, the living environment of the hand that had been favored by him suddenly changed.

In addition to face the increasingly harsh eyes of consumers, large companies have entered, but also human resources, channels, and even the brush list monopoly, seriously compressed the small company's living space.

Mentality impetuous only 3% of developers profit

Relevant data show that as of September 2014, mobile gaming practitioners have exceeded 300,000, a year later than the end of 2013, the number of mobile game developers has more than 5,000, the whole year increased by more than 2000.

"We recruit a lot of new people, the experience is only a short year, or even a few months, but the wages are very high." "Under the lure of huge capital, the employee's mentality has been unbalanced is He Peng's personal feeling."

In the hand tour industry, no one is holding the mentality of selling mineral water, all want to dig gold to do tyrants, are in the pursuit of a day of water million, by the strength of the capital chasing dreams. The interests of the driving, a lot of hand tour operators mentality impetuous, no longer focus on products, and even lost.

Although the mobile Internet spawned a number of products, hand tour is a big money, but small and medium-sized hand Tour team survival environment is not optimistic. Industry insiders revealed that since 2014, there are more than 4,000 hand tour online, only about 3% of the content provider is profitable, most of the game is not very successful. Strife, founder and CEO of Visual Park, told reporters reluctantly, "in the country can not do a gold-sucking game, will not survive." This is an era of profit-driven, and it is meaningless not to prove your commercial value. ”

And India strife like the development of a few, with the passage of time, the reality of the relentless erosion of their original hot dream.

The spread of the cottage

"Chinese characteristics" makes the hand swim very hurt

Piracy accelerates the Chinese hand tour industry shuffle, but also hinder the legitimate interests of manufacturers and the development of the legitimate era.

In China Hand tour industry, a work of red, quickly be cottage, such a plot almost every day in the show. In the 2014, more veteran players raised the banner of defending their rights with the help of capital.

For example, in August 2014, le tease game parent company to create a dream world listing, but in the first half, Le tease agent's "Three Swords Hao" has been a tour of prosecution, the content of its infringement is also a martial arts Jin Yong Wu department.

Palm Tour technology is also plagued by the same troubles, the agency's Korean stand-alone game "to eliminate the stars" has 100 of the remaining cottage products, let He Peng feel helpless, users can hardly tell which is the official genuine, make it very helpless.

"Homogenization seriously led to the ' bad currency expulsion of good currency ', originally eager to innovate the game developers forced by the market environment, have to choose to drift." "said Zhang, CEO and chief producer of the Grand game.

Domestic hand Tour market rampant bad environment also blocked the introduction of overseas excellent works. The overseas team itself to the domestic company extremely distrust, very contradictory product enters China, the overseas game to the creativity class leisure game to be good, this kind of game's late technical support, the operation has many crosses cooperates the place, needs the distributor and the Overseas development team cooperation to really let the product fall, And the reality is that foreign game manufacturers will pass one-time let the exotic game alone to bear the risk of acclimatized.

Learn to do subtraction fine to kill the way out

How will the 2015 Hand tour move? Industry data show that this year's domestic hand tour size is expected to reach 38.04 trillion yuan. The number of practitioners is also rising, is not only the fertile soil for small and medium-sized entrepreneurs, but also the layout of large Internet companies-Tencent, Baidu, Ali and 360 have been in mobile gaming platform this path on the positive drop, their arrival has undoubtedly accelerated the hand-travel industry pattern shuffle. There are several said that the current domestic all kinds of hand-travel transport platform in more than 200, of which the first-line hand tour platform only Baidu, 360, UC, etc., the top five of the largest platform has been able to account for 60%-70% of the share, concentration is still increasing.

Youku Capital founder Ko Xiaowei pointed out that game companies want to do strong, IP version will become the strategic resources of enterprise competition. "IP" The word is more and more hand visitors hanging on the tip of the tongue, this is intellectual property, but also mobile phone resources "business card." Recently, the outstanding game announced with Hollywood cooperation, heavy purchase "Seventh Son" IP, and released with Mingshou tour.

360 published in the "China Mobile gaming industry Trend Green Book-2015", the novel IP prices in 2014 than the 2013 general rise of 3 times times. However, the major manufacturers are still scrambling to buy IP, chasing IP to bring the absorption advantage. In TOP100 hand tour, IP concept game accounted for more than half, its value was widely recognized by the market, has become a hand cursor matching. IP can enhance the game download conversion rate and income of more than twice times, but from the retention rate, there is no IP gap is small, the key or rely on quality and refinement of the operation.

In Hand Tour CEO Xiaojian that the 2015 Hand Tour market will enter the Cooling-off period-the market can not absorb so many products, also can not accommodate so many teams, so to "do subtraction." From product quantity, product design, team size to channel docking, all need to do subtraction.

Morning News reporter Li Xiaojuan Pan Hongjie