Online game profit model will change enterprise advertising into a new target

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In 90 million netizens nationwide, how many people want to play online games? This number is 30 million. Like the role-playing of "World of Warcraft," Such a network of online gaming operators to bring huge profits, while the online games bring some negative effects also make the country headache unceasingly.

2005, another new online game business model in China gradually rise, the game operators no longer rely on players for a long time to profit, but the profit target on the enterprise advertising, which marks the Chinese online game into the development stage of market segments.

A network of 80,000 online users in South Korea is now expected to surpass 300,000 online users in China, the game called "Street Basketball" after the fierce competition in several domestic game operators, fell to the Shanghai joint Venture Investment Management Co., Ltd. Investment background of the days of the Alliance Century Information Technology (Shanghai) Co., Ltd. Hand, Grand former vice president Zhu Wilian as the president of the days of the Union Century Company. December 20, Zhu Wilian accepted the "Financial Times" exclusive interview, depicts a new vision of online games.

"The Financial Times": The Days of the century from South Korea's "street basketball" this game, players do not have to pay for the length of online time, then the free meal can bring to the net operators what kind of business value?

Zhu Wilian: What I can tell you is that one of the world's top 500 companies has signed a letter of intent with us, and when street basketball has more than 300,000 online users, the company will spend 1.5 million dollars a month on advertising costs. For example, the players need shoes, drinks, sports apparel, etc., are advertisers willing to do the field, which is a new form of advertising, we have benefited from the advertisers, the cost from the player to transfer to advertisers.

"Financial Times": since it is advertising, then advertisers have a monitoring advertising, the effect of good or bad by WHO to do the evaluation, what is the test of online games can rely on advertising to obtain profit standards?

Zhu Wilian: To cite an example, the Korean version of "Street basketball" a back-panel advertising bid 4 weeks 60,000 U.S. dollars, but also attracted many bidders. It is true that in addition to the number of online people is a hard target, similar to traditional advertising media evaluation indicators are difficult to adapt to online games. But the Chinese version of "Street Basketball" we do not want to simply sell back ads, we hope is a strategic cooperation, customers and our cooperation in all aspects. Our earnings for this game are expected to be 200 million yuan.

"The Financial Times": We have seen the first generation of role-playing games are disappearing, sports and leisure network games business prospects, will be beyond the similar "World of Warcraft" such as role-playing games?

Zhu Wilian: RPG (role-playing Class) game in the network game status is irreplaceable, the second generation, the third generation of RPG will also appear. Now there are 90 million netizens nationwide, of whom 30 million have played RPG. Sports and leisure games aim at people who spend a lot of time each month playing games. China's online game operators will be more subdivided into the market, online game profit model will also change dramatically, no longer single.

"The Financial Times": Since the Chinese network leisure sports games have such a big market, then as a provider of games will not take the opportunity to raise prices. Many media are saying that the union century is spent 5 million dollars to get the game, such prices will change as the market expands?

Zhu Wilian: First of all, we don't know where the 5 million-dollar claim comes from. I can only say that the price we get is lower than this. Before we took the game of street basketball, we did have a fear that Korean partners would raise prices in future projects, so we proposed a joint venture to share the prospect of the market. Next year we will continue to launch golf, street football and other games, the establishment of joint ventures to reduce operating costs greatly. We are confident that the cost will be recovered within six to 1-2 months.

"Financial Times": China and South Korea joint venture network game failed cases have also been, how the two sides to ensure smooth cooperation?

Zhu Wilian: For a joint venture, transparency is important. The Korean side can check the server's operations every day, as well as advertising revenue, if they want to. South Korea also according to China's characteristics, for "Street basketball" special customization of part of the content.

"Financial Times": In addition to income from advertising, leisure sports network games and what kind of profit model?

Zhu Wilian: We will organize the online game competition through the General Administration of sports and the sports management organizations around the world. And these institutions have expressed their desire to cooperate with us, and we want to see profits from organizing large-line competitions. Now we have seven provincial leagues.