Web game: Whether the mode of stealing food can be a lifeline

Feng, a PR manager for a company, recently had a crush on "stealing food" with his colleagues. In order to steal a friend's food, he even forgot to work all day tired.　　3 o'clock in the morning he climbed up from his bed and stole the food from his colleagues and friends, and watched the stolen things in his warehouse, and he went to bed happily. The above "stealing food" is not the real life of stealing, but a happy net on a section called The Fun Farm Web page game. It is reported that the game was officially launched by the five-minute company in November 2008, and then quickly became popular on the internet, the tens of thousands of netizens turned into a diligent "farmer"-vegetables, vegetables, and friends of the dishes to their own home cut.　　Public data show that the current Happy farm daily active users up to more than 16 million, almost equal to the population of Shanghai. It is reported that there are more than 400 online games on the market, and the number of new web games launched each year is almost at this level. Can web games really be so hot?　　Why are so many businesses and individuals entering this field? Web game ushered in the second spring web game is the earliest appearance of the network game form, its embryonic prototype for MUD (ListBox user Domain, multi-user virtual space) game.　　1995, operating the "voice of Music" large-scale national networking telephone game "laughing proud of the lonely Master" Ludos Working Group began to enter the Internet domain, by the original phone game upgrade, launched the earliest simple graphics mud game "laughing proud of the loyalty". But limited by the browser, the early form of the web game is relatively simple, mostly in the form of text, and later because of the rapid development of client-side games, this form gradually by people "abandoned."　　In the last two years due to the rapid development of browser technology, many of the actions and images can be realized in the web game, so the web game ushered in a new opportunity to develop. August 10, 2006, China's first in the browser can play MMORPG (multiplayer online role play) game products "Cat travels" began a large-scale public test. "Cat Travels" is the real meaning of the domestic scale of the first web game, while the number of online people reached the highest 200,000, as 2007 accounted for half of the domestic market share of the game products.　　"Original MOP net deputy editor-in-chief is Beijing Light Point Dream Technology Co., Ltd. CEO Long told reporters." Half of the companies shut down because of the low entry threshold, since 2007, a large number of internet companies, personal websites and studios have flooded the field of web games.　　and has not realized the profit by VC burn money to live video site, at first it is regarded as life-saving straw, have independent research and development, joint operations or the introduction of information channels to promote web games. Yau See NET, 56 nets, six rooms and so on are involved in the Web game in different ways, Yau Network CEO Li Zhu in the media interview told reporters: "The reason to enter this field, mainly to provide users withA value-added service to meet the needs of our different users, the equivalent of using the remaining traffic to promote some web games, but also received a number of revenue-each month from the business revenue has reached millions of dollars. "With the High-profile entry of large sites, in Guangzhou, Hangzhou, Shenzhen and other sites, some personal websites and studios also want to be able to profit from the Web game, but few winners." Xiao (alias) is a Guangzhou web game company programmer, see the Web game so hot, he resigned his job, with his many years of work saved 100,000 yuan to hire 5 technicians, in their rented two bedroom began his web game Gold Rush dream. Because of his small reputation in the industry and have a certain experience, so in the development of almost no detour, three months after his first product came out.　　Although during the development period some big websites have expressed the willingness to purchase his product hundreds of thousands of yuan, but to the future hopeful Xiao thinks the webpage game once on line will obtain the million yuan or even tens of millions of dollars return, therefore he rejects all the acquirers. But when his game was officially on the line, he found that the same kind of game in the country will be dozens of. Because homogeneity is too serious, many operators will only choose a product to operate, if the game to normal online only to buy the server, bandwidth and the early advertising, and at this time has spent all the savings of the Xiao has no money to continue to invest.　　And it came to negotiate the acquisition of the site has already been acquired and run a competitor products, around for help without door he finally can give up. As a matter of fact, such encounters as Xiao are not cases, and many technical teams have had to disband due to financial problems when the game has not been developed. Industry insiders believe that this is largely because developers expect too much from their products.　　Because of the low threshold of web game technology, so the quality of the game on the market is uneven, coupled with mutual imitation of plagiarism led to the homogeneity of serious, the final will inevitably lead to the industry confusion. The above argument has also been long recognition, he told reporters: "Web game to make money must have three prerequisites: the first is a good product; "While these two conditions are not easy to do at the same time, since last year, about half of the web game companies have shut down."　　[Page] less money to make a big game CEO Yu said that the web game in attracting users at the same time, it will become the loss of users of the gap, the need for a new effective user trust and maintenance mechanism, so as to make up for the negative effects of low threshold. In fact, many big websites still have uncertain feelings about the future of web games. Li Zhu said: "There is no plan to make a special effort to play. Because after all, the main business or network video. The same is true of the 56-net CEO Jianjun, who also dabbled in web games. Jianjun said: "The experience of web games and large-scale online game is very different, and its entry threshold is low, also means that the user's flowHigh loss rate. The existence of these two situations leads to the willingness of users to pay much less than large client online games. No matter how the future of the Web game market, at least now do not meet the expectations of the web game. "" A web game of 80,000 people online at the same time, the current one months of income is only about million yuan, and client games can achieve a monthly guaranteed income of tens of millions of dollars.　　Long told reporters, the reason why many large commercial web sites in the operation of a period of time after the web game has been removed, because the large-scale commercial sites to invest in the resources and output is not directly proportional to the operation of the game's income is far less than selling ads faster. The biggest difference between web games and traditional client games is that because of the relatively easy access to the game, the user churn rate is very high, so keep advertising or through other forms of promotion.　　Although the threshold of Web game entry is lower, its operating threshold is relatively higher. To a video site for example, the monthly operation of the web game cost of the promotion of five hundred thousand or six hundred thousand yuan, excluding human costs, hardware costs, and so on, the monthly joint operation of income only a mere tens of thousands of yuan.　　For the video site, tens of thousands of yuan money is obviously not much significance.　　After a heavy regulatory crackdown August 27, the head of more than 50 online gaming companies from Beijing, Shanghai and Guangzhou gathered in the conference room of the Press and Publication Administration (hereinafter referred to as the publishing department) to attend a meeting of the publishing department to clean up the network games. The publishing department in the 3 months of special renovation of the online games, 71 of the network game was investigated, and 27 online gaming enterprises issued a warning notice of non-compliance. The total of the "United States 1930" and other 45 of unapproved overseas online games were ordered to close, stop operation service; "Music lovers" and 26 of the existence of vulgar content of the network game was investigated, to "I Want to Play" (51wan) and other 27 network gaming Enterprises issued a notice of non-compliance warning, and rectification of the deadline　　10 online gaming business executives were cautioned to talk.　　All of the objects were reorganized to the web game, 80% of the web game companies are called to the meeting, Beijing, Shanghai and other large web game companies are in the scope of rectification. "A lot of small businesses, no qualifications, only need a ICP number, they put their own shoddy game hanging online." This kind of web game brings a great impact to the industry. "Entertainment CEO Huang in a recent media interview, said that the Ministry of Culture and the press and publication Administration recently issued the relevant regulations and the regulation of web game management."　　This is the only way to bring the emerging market of web games to twenty or thirty times times in 35 years. Chengdu Leaf Network CEO Liu Mingtao said, "The current web game industry atmosphere is not very good, entry threshold is relatively low, we all want to spend the least time to catch money, this is not conducive to the healthy development of the market." "In Liu Mingtao's view, the government regulatory authorities to increase the qualification and content of the examination, so as to create a healthy environment." [Page] with the SNS combination mode is recognized with parking spaces and happy farmsThe popularity of stealing food games, web games +sns social networking site model began to be widely accepted and recognized. It is reported that the current Facebook registered users around the world has exceeded 300 million, the user's activity is very high, every day more than 50% users log in, the average user spends more than one hours a day. "Facebook has so many people logging in every day, so it's better to promote and showcase a wide variety of games that traditional gaming companies can't reach," said Mrs Lau, the joint chief operating officer of the Oak Interactive Group. In China to achieve such a scale, that is, QQ a company. QQ revenue has a huge leap, is the game this piece in the continuous leap. "At present, on the platform of thousands of oak on the network plus thousands of happy farm players to reach 9 million to 10 million people a day." Tencent has reached 30 million to 50 million people a day, and these figures add up to almost 20% of Chinese netizens. "The happy Farm has become the world's number one online game, the game is from China, it was first out in the net," said Mrs Liu.　　"And before the media reported that Renren can profit from the happy farm 100,000 yuan a week, but Tencent's revenue on the game is much higher than this number." The report, released recently by Main Securities Hong Kong Limited, shows that the QQ happy farm earns 50 million yuan a month.　　At this rate, QQ Happy Farm will pull Tencent's third quarter sales growth of 3%, pulling space and QQ show revenue growth of 16%. Pine WO Capital Investment director Zhang Chunhui that: "SNS independent operation is not likely to survive, it belongs to ' no root application ', the most suitable for the community already has user capacity." SNS in the various functions have this attribute, including Happy farm These games for Tencent is the most appropriate, the game manufacturers to face is only to do their own, or to buy a more simply proposition. Because these community games originally is the API form existence, the docking, the user transition is more convenient, therefore buys the simplest. "There has been a recent news that Tencent bought a happy farm developers five minutes, but five minutes coo Xucheng in the media interview, said:" Tencent and five minutes indeed to reach a special cooperation agreement, according to the agreement, Tencent will pay millions of yuan to five minutes of cost, with Happy farm in the highest use of Tencent network. " "But he also pointed out:" Tencent's particularity now, five minutes can stop other SNS website at any time to use the happy farm, but Tencent can independently decide happy farm open and closed. But we will not sell happy farm products themselves, and will not consider selling the company for five minutes. Kunlun Worldwide CEO Zhou Yahui told reporters: "In terms of long-term asset investment, I have always admired the model of happy NET, which was well validated in 2009." Happy net income comes up very quickly, every month has tens of millions of dollars of income. Market capitalisation also quickly scrambled from $10 million or 20 million trillion to the current $300 million or 400 million trillion. "AboveThe argument has also been long, and he believes that social networking sites and social game (social game) models are now well validated on the net and Renren.　　Since social gaming in social networks is more focused on interaction between people, the growth of social games accelerates the scale of social networks, so they complement one another.　　Industry insiders point out that although the form of social networking site social game proved to be correct, but this does not mean that all the web games are suitable for the SNS platform to operate, SNS plus Web game mode still need more time to explore and experiment. But it is undeniable that the future of web games is still bright, according to the recent release of the "2008-2009 China online gaming industry Development Report", the 2007 Chinese web game market size of 100 million yuan, 2008 to 500 million yuan, thereafter will maintain more than 20% annual growth rate, is expected in 2010 Year can break through the 1 billion yuan pass, reached 1.26 billion yuan.