The H5 game's shanzhai pitfall cannot be skipped

If H5 games want to curb shanzhai, there is no way to solve it, but it is difficult to implement it. After all, the ultra-low threshold, ultra-low cost, and ultra-high conversion rate have attracted more opportunistic locusts that have been raging over online videos, web games, group buying, and mobile games.

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Text/Zhang shule

Published in legal person magazine October 2014

Enclose a nervous cat, watch you have multiple colors, beat penguins, pinch bubbles... Since the beginning of this year, similar abuse games have dominated the circle of friends one by one. The rules for these games are extremely simple, and the game time is extremely short. The game can end in a minute or two. But they are full of temptations, and some people in the circle of friends share their own game results.

Most of these games that only last for less than a week, such as dewdrops, are pushing people's attention to a brand-new HTML5 game (hereinafter referred to as "H5 games. At the same time, a large number of opportunistic locusts are also entering the H5 game field and turning it into a treasure pit for the moment.

Potential for activating mobile games

Among the H5 games that have emerged this year, the most prestigious is the "enclose a nervous cat", which burst into popularity overnight at the end of July.

Throughout the late July S, the circle of friends was "painted" relentlessly by a cat with a poor facial expression and a enchanting figure. The game rule is simple. On an alienated go interface, all players need to do is to click a dot to enclose the nervous cat. However, its default shared template settings have led friends to fall into the "show IQ" model. You can catch up with the minimum number of times to compete. In the words of game publicity, it means "you cannot stop ".

The biggest advantage of a game created with H5 technology is that it can be played with just one click. That is to say, you don't need to use it like the crazy guess image or the cute day in the past, you need to download an app to play the game. This greatly improves the user conversion rate. According to data, it is also a red game shared in the circle of friends. In the popular Week, the highest peak value of increasing users is only 0.3 million; in 2014 and August alone, "Searching for family name" was played for 60 million times in two days, and "seeing you have multi-color" was launched for 2 days, with 30 million users, "enclose a nervous cat" creates a miracle of 5 million users and 0.1 billion million visits in three days. These are all games created by H5 technology.

According to industry insiders, H5 is a collection of technologies used to create interactive web pages. Simply put, it can make Animation effects that cannot be done by flash on the Mobile End, that is, H5 is the web page of the Mobile End. It is not hard to know that H5 games are actually web games.

The huge influence of H5 games has made many entrepreneurs who have been using mobile games feel hope and attracted the attention of well-known game companies, it is a scene that has taken place in many game types in the past-shanzhai. Just less than a day after the popularity of neural cat, a variety of fake games have emerged, and a variety of fake games that enclose the xxx stream are also frequently seen in the circle of friends, including many well-known companies, for example, if you play more games, you will immediately have a "YY Bear". Low technical content is a key to making it quickly available. Qin Chuan, the creator of the neural cat, estimated that the cottage neural cat had approximately 5 million of the traffic.

The reason for this is that the H5 gaming threshold is still very low. Insiders pointed out that: it takes only one programmer and one designer a whole day to enclose neural cats. The development cost is cheaper than the app games that are already very low. Note, A simple game like crazy guesses also costs nearly 0.1 million yuan.

Ultra-low barrier, ultra-low cost, and super-powerful conversion rates have attracted the opportunity-based locusts that have been raging over online videos, web games, group buying, and mobile games.

Copyright dilemmas of neurocats

However, even the copyright of the neurocat itself has the original sin. According to the Beijing Morning Post, some netizens spoke. "Neural cats" mimic a "black cat" game developed by a Japanese game designer in 2007. In addition to the Cat image and page color, the two games have little difference. The neural cat in the game uses the Japanese cartoon "All cats", but does not obtain the cartoon image authorization. Lawyers have already pointed out this problem on the Internet, which means that the game faces a huge risk of infringement.

Similarly, other neurocats have more or less similar copyright confusions. For example, the popular one-week phenomenon-level Game "Penguin", some people in the gaming industry pointed out that its prototype came from the Yeti sports game developed by jowood, Austria, this product quickly became popular around the world after its launch in 2004. After the introduction of Chinese games, more than one company developed "Penguin" games, such as baitian, 91, Doudou game, And 6egame, all produced different versions, but the gameplay was similar, only different adjustments are made to values.

In the early stages of online games, web games, and mobile games on the client, more and more speculators are starting to get a lot of benefits through a large number of fake games. According to my understanding, there are three-line game companies that have converted a large number of old games into H5 games. More than a thousand games are expected to be released in the form of a platform to create a small game platform on mobile phones.

"The pop H5 game has created its own IP address, but with the current technology of H5 games, it is almost impossible to prevent shanzhai ." Insiders pointed out that: soon after, in the entire game industry, the exciting interests will inevitably bring off an uncontrollable H5 game shanzhai.

In the face of shanzhai, there is no way to prevent replication at the moment. What we can do now is to confuse the code and not encrypt it. In the early days, some developers tried to add backdoors and set up hidden posts, however, when some technical teams of large companies copy code, it is basically useless. In addition, the administrative application cycle for code copyright is long, while the H5 game has a short life cycle, so this is also unsolved legally.

The original sin of the system and the uncontrollable shanzhai style, coupled with the attraction of the ultra-low threshold, will trigger the spread of shanzhai behavior to the maximum extent. The emergence of a large number of fake games not only disperses the player's "Focus", but also causes rapid Aesthetic Fatigue. When other types of Chinese gaming industry emerged, has occurred.

H5 games are just a cycle of history.

The more complex it is, the more difficult it is.

"Other gaming categories are complicated to curb shanzhai. From a game like Tetris to a large game like World of Warcraft, the difficulty and cost pressure will be infinitely increased when you think about a fake game ." According to industry insiders, this is almost impossible for H5 games.

This is the biggest advantage, and it also becomes the biggest disadvantage for H5 games to prevent shanzhai. Affected by the limited technology and built-in browser functions, H5 games that are currently popular on the Internet are lightweight games. The user value created by such games is limited, and the user loyalty and loyalty are low. At the same time, the adoption of the mini-game model also makes the gaming experience monotonous and boring. This has caused such games to become very popular overnight, but it is just a few days of vitality, just like a meteor.

However, the industry still has strong confidence in H5 games. Chen Shuyi, founder of egret, who provides game engines for neural cats, believes that the demand for games to be "ready-to-use" exists with the rise of mobile social networks. Secondly, HTML5 standards are becoming more and more stable. Google Chrome, Microsoft's IE, and Apple's Safari all begin to support standardized standards. In addition, the evolution of mobile hardware can meet the needs of running games. Many smart phones were not configured enough before 2010, which made some game developers powerless. Now, even Red Rice note is equipped with an 8-core processor.

In the long run, the future of H5 games is still favored despite being besieged by shanzhai. In fact, more strength of H5 is not played on mobile terminals, but across multiple screens. H5 games are the most suitable vanguard for breaking screen cutting. Just like smart TV, which is expected to use TV games to break the game.

With H5 technology, various games originally separated by different screens, such as computers, televisions, and mobile phones, can play the same game on different screens and at different times to continue the same progress, this is the future of H5 games. An H5 game developer is confident that this is the best choice for him to enter the game field.

However, there is not much time left for developers of Small and Medium-sized games. In addition to the troubles faced by a variety of shanzhai games, large game companies are also making great efforts in H5 games. According to reports, "QQ space mobile edition" has already taken the lead in introducing third-party games, which can be seen as an example of combining social networking with HTML. A variety of H5 web games, including domineering games, westward journey Warcraft games, Xia xingxia games, qunxiong ol games, and qq nlp games, are built in. Many of them have products with more than one million users.

The big cake of H5 games cannot escape the fate of being split by large game companies after the opportunistic take on a fake game. [Zhang shule: zsl13973399819]

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The H5 game's shanzhai pitfall cannot be skipped