Travel century CEO Song Xiaofei: Mobile Games will enter the channel king

At this GMIC conference, it is an honor to interview Song Xiaofei, the CEO of MoWu Century. For Song Xiaofei, who has nearly ten years of game experience, he has experienced the era of texting once playing games, and later Java, Android and iOS, Song Xiaofei all the way to watch the development of mobile games, and now, he finally saw the hand-travel opportunities in the mobile Internet eruption. Next, Song Xiaofei will be a veteran with a decade of gaming experience to tell us about the situation of the entire mobile game industry: 1, the threshold is high, novice large-scale online game From the current situation of mobile game industry, with the mobile Internet The development of mobile phone online games will certainly make more and more money, but the threshold is also getting higher and higher, about another quarter or so, mobile phone online games is about to enter a buy volume, buy the user period. At the same time, startups have fewer and fewer opportunities to travel by hand and have a chance if they just want to be a stand-alone game. But the chances of doing big online games are slim because the costs are very high, at least five to ten million. Startups have a very small chance of making big bucks on small ones and die faster. 2, the network problem The biggest problem is not the biggest mobile games product itself, or network problems, at least wait half a year, and other mobile 4G began to shop only Caixing, but to wait until the popularity, have some time. Especially in the second and third tier cities, want to popularize the network is a challenge, mobile games this piece will also begin to erupt with the popularization of the network, and finally into a heyday era, is still just beginning. 3, the high cost of users, the channel will be the king Regardless of the product, promotion, or channel, we will soon be like page play, began to spend a lot of money to buy users. User costs may rise in a flash, so the threshold is getting higher and higher. Some traditional large-scale companies want to come in for a tour. They will certainly spend a lot of money in the first place to smash the channels and smash the channels, and the games will be similar. So in the end, those channels will find that they can earn hand-travel money, so soon will become a channel for the king, an era of flow king. So that is to say, who control the channel, who will be an endless stream of users. So soon everyone will find that developers will be more and more like terminal travel and page travel to operate, and finally began to hit the cost, throwing money quickly smashed the user. For example, some popular mobile games nowadays have an increase of about 150,000 to 200,000 users every day, and the growth has continued for several months because they are now doing intermodal transport. If they later want to maintain this new subscriber in such an amount, they will have to increase their share in the channel, or they will have to spend more to buy the subscriber and buy it. Otherwise, it will be very hard to reach that level again. 4, the life cycle of mobile games Mobile games now life cycle is probably even shorter than the page tour, such as card games, also three to five months, a wave of wave has passed. For example, before the big head began to fire, to the back of my MT up, immediately the big head of the thunder gave me called MT cover down, then back if there is a unique card game out, I may call the limelight MT Will pass. 5, new channels, new revenue Now my income MT MT is from the piece of Android, if you press this trend to understand, then the new channels will lead to revenue growth, rather than by the original user to drive revenue increases . Therefore, mobile games will eventually become page tours, reducing its life cycle to earn quick money. Because mobile games users did not form a platform, and finally into a channel to work, who have traffic, who will have income. 6, stand-alone game, the Chinese people must do a good job Because of the stand-alone needs creativity and innovation, but from the perspective of China's education is to stifle creativity and innovation, so from this perspective, the Chinese stand-alone if successful , But also by copying it. To truly original masterpiece, such as Plants vs Zombies, Angry Birds, you copy them may be able to get up, but imagine them as innovative real masterpiece, this thing is virtually impossible in China. In China, making stand-alone machines can make quick money, such as making a cottage, localizing famous foreign games to make quick money, but I do not believe this model will succeed because you may be able to seize a game to make money but not to represent You can make money next. At present, there are only a few charging modes on a single computer. Users' loyalty is very low. Once new single-player games come out, they may run full. All in all, stand-alone opportunities are still there, and a single game revenue over ten million also, but this is a very small probability event, the probability of mobile games than small. 7, do stand-alone operation turn platform road difficult Now the cost of stand-alone is also very high, if a stand-alone game and want to do the user, want to make money, it is impossible. If you only want to be a user, you can only think of music as a platform for transformation. However, this is also difficult. Users are highly mobile. If you can not become a channel, the platform can not have a chance. There must be a fixed entrance, and this amount has to be large and stable, so this road is not good to go. Unless you transform yourself to buy traffic, in the case of traffic flow to buy their own, more and more themselves, like snowball, monopoly, if you do not follow this model, you want to do the platform simply no chance. The game itself is not the media, the media is likely to be the entrance, but as a CP or content itself to become a media is very difficult, like the grand, giant and perfect, turn the media also turned for so many years, or no success. You as a CP or carrier identity to go to the media, basically impossible. So from stand-alone to do this thing, even more impossible. 8, the future is the proportion of mobile phone online games world and standalone games, and now half the income ratio is half, the card game has not really up, if the cards really up, such as 3G and 4G really popular, and finally the card game may Replace stand-alone. Become everyone playing cards or similar light online games, so the proportion of stand-alone may be gradually reduced, because the stand-alone thing to do is popularize the user, sweep the first batch of people who have never played mobile games, but the first After the sweep of a group, immediately these users transformed into mobile phone users online. So in the long term, the trend of smartphones is on the rise. Stand-alone computers have advantages at this time, but as the timeline evolves, these users tend to go online again, so in the end all users are running away. At present, most Chinese players have no money, so the final stand-alone will certainly be cracked unless the law is perfect, but in China is impossible. So stand-alone this piece, and finally have to take the carrier route, the first batch of users replaced by Andrews or IOS smart machine will like a single machine, but when they were washed several times stand-alone, they will begin to transition to online games to . And this time will be fast, probably three to five months time. Now stand-alone game will be very fast growth, finally went online to go. The current online games market is still the tip of the iceberg, but with the development of time, this will be a huge market, because the stand-alone crowd will eventually run this piece of online games, but at the moment the outbreak of online games in China is not yet time to After a season, it is clear that the plate is growing rapidly. Users began to become familiar with online games, including downloading, paying into a more benign situation. However, the cost is also getting higher and higher, the proportion of channels will be more and more, the market will also be bigger and bigger. Finally, the channel to subdivide the whole piece of cake, and finally into a channel to push which game, which game will be up, the game is to rely on users to irrigate, not that you can make money to make money, from this direction Look, or fight channels, fight traffic.