2014-year end travel revenue growth rate of 13.5%, the weakness has now been differentiated to go further

With 2001 years of Grand Agent "blood legend" as the starting point, China's client online gaming market has gone through nearly 15 years, in this 15-year period, ebb and flow, tens of thousands of products on the stage, among the millions of online clubs, the fleeting people have, the unknown, it can be said that the 15 years, China's end tour industry is very exciting.

But in recent years, the mobile side of the rise led to user time distribution diversion, the development of the end of a bit of a struggle, according to the relevant data show that the beginning of 2011, the number of home play growth of 10.1%, since then began to hover around 10% growth rate, until 2014 growth rate of only 3.9%. Even as strong as blizzard, the research and development of the MMORPG masterpiece "Titan" in the cost of enormous human resources, 2014 announced the abandonment.

And in the revenue, although the end of the game is the biggest market revenue, but the growth rate has slowed markedly. 2014-year end travel revenue growth rate is only 13.5%, compare hand Tour 144%, the page swims 58.8%, obviously has the exhaustion state, this kind of weakness also manifests in the market share, from 2008 the highest 90% the market occupancy rate, by 2014 53.2% 's market occupancy rate, the end swims in repeatedly declines.

Self-cultivation and upright quality "The breakthrough way of the lower end of the boutique era

2014-year end-trip revenue growth rate of 13.5%

The exhaustion of the end trip

From "Legends" to "World of Warcraft" to "League of Heroes", in fact, every era has a phenomenon of the end of the product appearance, review history, we will find that, in fact, we have defined the quality of the end of the tour generally contains the following 2 points: Play can not be innovative but the quality must be in some respect above other competing products, A stable operation ensures that the lifeline is long enough. These standards were set up 3 years ago, but they are biased if they are used to define boutique-side tours in the age of fragmentation.

People's Way of life in the past is relatively single, the choice of entertainment is very little, at that time people's mentality is not so impetuous as now. Take the game, in the past for "World of Warcraft" in a prop, we can every night in the computer before 3 hours, only to accumulate that little poor dkp, and then at some night, will one months to save the DKP show hand an empty, only for that prop.

But now that the market has changed radically, the whole entertainment environment has changed the attitude of the new generation of players to the game.

The variety of choices makes players a bit impetuous, they have no time or patience to spend too much time on a game. Compared to the thrill of starting a trip for hours or even days, hand tour can be done in minutes, so that we can see, even the "World of Warcraft" are becoming fast food, "League of Heroes", "DOTA" so does not take too long time, fast 20 minutes can get the game of pleasure by the players love.

Therefore, the biggest cause of end-trip fatigue is the diversification of entertainment, choice.

At the same time, the whole game industry is moving towards a rapid upgrading of the evolution of the end of the tour is no exception, if we take the previous standards to measure whether the end of the tour is a boutique, is clearly outdated.

Differentiation can go farther

Now the game is evolving towards a finely differentiated trend. Therefore, aiming at the fine differentiation of the crowd, optimize product structure, take the differentiated development route is the end of the real breakthrough road. And there are many successful cases, to MMORPG this one of the oldest end of the field, Tencent's "sword", "Fighting God of War", "Imperial Dragon in Heaven," and so not only in the past 2 years to fill the end of Tencent, its online number also far more than this front-end tour predecessors.

Imperial Dragon in the sky

"Imperial Dragon in Heaven" as the 3D National War benchmarking, once to 100,000 people with the service, 5000vs5000 War field and so attracted the favor of national war enthusiasts. 2013 "Imperial Dragon in the days" online number of people to break through the 800,000 mark, creating a new MMORPG of Tencent's own research and development milestones. After a succession of large versions of the update, and urged the online number of steady rise.

Jian Ling

"Sword Spirit" the highest number of online people have broken through 1.5 million, no doubt become a market in the end of a star, this and "Jian Ling" adhere to the differentiated route is inseparable. "Jian Ling" and the birth of a breakthrough concept, fashion, film, combat martial arts, symphony and other traditional forms of art, so as to truly become a very infectious atmosphere of the Nineth art, but also MMORPG products from the traditional concept of the game extended to open up a new world.

Fighting God

Since the establishment of the project, "Fight the god of war" adhere to the "reinterpretation of the West Tour" direction, in the Red Sea has been in a long period of competition in the MMORPG game market segments, with unlimited testing more than 600,000 of the highest at the same time the number of online attracted the attention of everyone. To do this, the Battle of God by the unique play and continuous careful polishing. "Battle of God" original Combat 2.0 system will MMORPG combat experience pulled up to a very considerable height, while in the plot, copy and even sectarian play in all aspects of the same time exerting force. In the polishing game, the Battle of God never slack. 2013 launched the annual version of "The City of the demon", so that the first time in the game to see a rare team raid play, improve the game viscosity. The new professional Holy Monk was launched in 2014. In 2015, the first year of the war, "The Battle of God" launched the annual theme station, March 26, the new information film "Heaven to Attack" chapter I "Real World" official on-line, new copy, new play and the introduction of the Magic Weapon system, will bring a new game experience.

Self-cultivation and upright quality "The breakthrough way of the lower end of the boutique era

The era of fine quality comes

The rise of the 2013 hand tour brought a great impact on the end, but this does not mean that the end of the tour has entered the end of the law era.

The hand and the end of the game is only the existence of two ways, there is no one to replace who. Hand tour of the capital market frenzy led to a sharp increase in the number of hand travel, but the boutique did not keep up. Back to the end of the tour, although at this stage to see the output of the end of the continuous decline, but the tide of sand, leaving is gold. On the other hand, the player to the end of the demand transfer rate is still far below the end of the content of the decay rate, from these two points, who mastered the quality of the end of the tour content, who mastered the end of the "New Blue sea era."

End of the quality of the era has come, in the future, accompanied by a new round of market competition shuffle, inferior works will be eliminated, only the masterpiece can break through, in the market to survive. And the time and the end of the tour and the hands of what kind of competition, we have to wait and see.

This article only for the operator's official transmission of information, does not mean to play the point of view or have confirmed its content.