2015, mobile game to see what? Category segmentation will be kingly

Tencent in addition to focus on visible products and revenue, will take out more than 50% of the energy to layout tomorrow's market, to meet the needs of users tomorrow. "It was at the UP2015 Tencent Interactive Entertainment Annual conference this afternoon, Tencent mobile game product Department general manager Liu in the" Push Tomorrow's Door "speech when the Tencent strategy mentioned, in addition to the layout of tomorrow's market, Tencent also launched 11 new products hand tour, category from casual hand to moderate and heavy hand swim, Ranging。

last year, Tencent hand tour revenue speed down, Tencent senior vice President Ma Xiaoyi in the media interview also mentioned to open the hand to swim tomorrow's door, with subdivided products to find more players. In the hand tour industry is generally still crazy brush water to make fast money, the market share has been the first Tencent, at this time the eyes have focused on the future.


before this March 18, Tencent released its 2014 earnings, earnings show, the 2014 Tencent game revenue of 44.756 billion yuan, of which the hand tour revenue 11.2 billion yuan, compared to the hand tour industry around 28 billion of the annual revenue, Tencent in the hands of the tour has consistently continued in the end of the era of strength. But if we take these 11.2 billion apart to see, Tencent from Q1 to Q4, hand tour revenue is 1.8 billion, 3 billion, 2.6 billion, 3.8 billion. According to the data released by Eric Q1 to Q4 China's hand tour market overall revenue is 4.66 billion, 7.12 billion, 79.5, 8.39 billion respectively. Compared to Tencent's share of the market in each quarter, we found 38.6%, 42.1%, 32.7%, 45.3% respectively.


in fact, the watershed is in Q3,q3 before the Tencent is basically in a steady climb, the market accounted for a rising, but in Q3 Tencent's revenue has a small fluctuation, the biggest reason comes from the changes in Apple rules, resulting in the quarterly Tencent on the number of new products reduced, Tencent in Q4 made a variety of changes, has launched the "Chinese Paladin", "My name is MT2", "The Blade of the Three Kingdoms" such head products, and then in the first quarter of this year to come up with the "national Blitz." Before the layout began to reflect the power, so in Q4, Tencent's market share returned to nearly 50% of the proportion. Combined with the first quarter of Tencent's new products and the 330 conference message conveyed, we can analyze Tencent 2015 the overall tone, and the future of the market.


channels will be more and more open?


At the end of last year, Wangbo, vice president of Tencent Games, said, "in the second half of 2014, Tencent became more open, introducing more third-party teams and more flexible ways of cooperation." Our positioning is not a channel, so there is no need to go with other channels for 2 election 1, 3 choice of 1. ”


The background of this speech is 2014 Q4, Tencent Online 19 games, of which more than half from the third party, including the "Blade of the Three Kingdoms", "Paladin", "My name is MT2", "Dragon Hero" such products.


Although we have always believed that Tencent only has a strong advantage in the channel, and the fact is true, according to Tencent Q4 earnings show intelligent terminal QQ and micro-letter (including WeChat) table monthly active accounts reached 576 million and 500 million, in the two Trump channel, Tencent has a hand q, Micro-letter Differential application treasure.


but in Tencent game vice President Lu Peng eyes, Tencent's advantages in addition to channels, "is the game itself understanding, fine operation and accurate grasp of user needs, which is the core reason for the success of Tencent gaming industry status." ”


from the payment system to the market, product quality judgment and so on, such as Tencent has accumulated years of experience.


and the Shanhu of excellence in talking about why "my name is MT2" and Tencent cooperation, it is also about these points, "there is the largest player group in the country, there are a large number of new players, mass player operating experience, understanding of the game and data analysis capabilities," Shanhu said, "We in the Tencent cooperation process, Tencent gives us the data we see. One-day new user 2 million +, an average of half an hour to open a group of 50,000 people's servers, all the core operating data is basically readily available, including the user's pay, where the user card. 24 hours for the unit, the retention data are all provided, some data things we still do not. The key reason for the very fast data is that Tencent has come from the end of the tour and the age of the page, which they already exist. In the process of running the thousands game, the integration of data for Tencent is like daily breathing air, is a necessary thing, they look at any problem from the data point of view. ”


"My name is MT2", December 16 Noon "My name is MT2" officially in the App Store after the launch of the 34 hours, respectively, the iphone paid, free, best-selling and ipad paid, free, best-selling six rankings of the first one, a new user 2 million +, An average of 50,000 servers per half hour. So far, "the Blade of the Three Kingdoms", "The Chinese Paladin", "My name MT2" The three games are ranked in the top 20 of the App Store bestseller list.


The biggest reason for this dazzling achievement is that Tencent's platform can be shared among partners, not just channels. "Tencent has the most extensive game users, the most active social relations chain, the convenient payment method, the first-class operation ability and the technical support ability, we hoped that can share them to agree with Tencent values and the game idea partner, constructs the healthy, the high quality game platform." Liu in his speech, with the above mentioned users and resources, you can almost easily predict the success of today's launch of the product, such as "defend Radish 3", "Miracle warm", these products are characterized by the popularity of the foundation, but also its segment category market leader, Tencent platform plus external Word-of-mouth products equals half the success. Liu introduced, Tencent Mobile gaming platform has attracted more than 40 third-party developers of the single generation of cooperation, and is expected to release more than 60 new hand tour, to jointly expand the mobile game market.


IP Alliances


at the World Internet Summit in Wu Town, Tencent CEO Ma will focus on the theme of IP, and said that video, music, animation, games and so will be interwoven into intellectual property (IP) ecology. Tencent game in the end is now holding the number of IP, may be in addition to the management of Tencent game, who is not clear, just with the Japanese set the cooperation of the British society, Tencent's hand on the hands of the "Naruto", including a well-known anime IP.


However, Tencent in the IP layout and the domestic game manufacturer's mentality is very different, it does not like other companies as superstitious IP. It is based on the quality of the game at the same time, to create their own people, every day concept of IP.


in addition to their own will create IP, Tencent in fact, there are a number of not surface quality of the end of IP, these IP for game users, will have more accurate touch. Since the second half of 2104, the traditional end-travel manufacturers have begun to gradually end the tour of the Hand, "Journey" Hand Tour version, to the recent "Dream West Tour", it is not exaggerated to say that the game manufacturers are putting their own pressure at the bottom of the things out, back to Tencent, until today's press conference, to take out "dungeon and Warriors" "We have been prepared for this work for a long time and don't want to rush it," said the person in charge of the tour. In addition to the hands of a large amount of IP, these IP alone Tencent may be difficult to digest, into the 2015, Tencent on the IP is very likely to exert force.


in the interview, Liu also said to the game observation, "Tencent will not reject some and Tencent have the same idea of the manufacturers share Tencent resources on IP." ”


2015, what does the mobile game look?


After 2013 years and 2014 of two years of ripening, obviously, it has entered a mature stage, since 2015, the hand tour will certainly maintain a high-speed growth, but not the first two years as the horror, and even this high-speed growth, but also because the hand tour is about to enter the next stage of competition.


and occupy the hand tour industry half of Tencent, we can simply from its body to see the development trend of the entire industry.


for Tencent, in 2015 we can be divided into the following aspects to see.


category subdivision will be kingly


the above article has already mentioned that hand Q, micro-letter in the world has been more than 350 million months active users, the application of Bao's current daily distribution has been broken billion. And China's smartphone users, according to the latest data is 500 million.


that is to say, Tencent almost all of China's smartphone users in the hands, there will be faced with a problem, the population dividend is not.


"and in the absence of demographic dividend, how will Tencent maintain rapid growth?" "This is another question that the game observes about Liu, and Liu's answer is," although there are 350 million of users, the needs of these 350 million users have not been fully opened. ”


This speech behind, is Tencent will take the category subdivision way, that is, in each category to achieve the ultimate, the largest mining out the user's potential value, the user's needs of the ultimate subdivision, to this conference as an example, Tencent announced that 2015 will be released including the current market has RPG, action, card and other major categories, Also includes leisure puzzle, shooting, sports and Moba category and other potential category. In the demo, Liu shows the upcoming 9 new products belonging to the category, including flight shooting, board games, such as the traditional advantages of Tencent category, including RPG, ARPG and other categories, including puzzle puzzles and dress up two new categories.


and in Q4 last year, Tencent has done so, 19 products, covering 11 categories.

The trend of
quality


Tencent vice president Cheng said, "We modified 8 studios into 4 Studio Group 20 Small studios, including sharing incentives to increase efforts to make better quality"


The whole tour industry in fact from the 2014 Q3 has been in the trend of fine development, it mainly includes several characteristics: The cost of hand tour accelerated rapidly, small team was eliminated, change skin, Shanzhai products more and more difficult to succeed, more emphasis on innovation; the ARPU value of the hand swims is getting taller and higher, Although there is still a gap with the end of the trip but is shrinking ...


These all do not explain, hand tour is to fine the direction of development, and borrowed to Tencent, we see Tencent until today to launch DNF Hand Tour version, this and other game manufacturers early start to explore the resources of the end of the big difference.


move can so understand, as a fighting class game, DNF is undoubtedly a very strong brand, but the fighting technology in the mobile phone has not been particularly mature, Tencent for 5 years, only for the ultimate player to bring the best experience. Similarly there are lol, Jian ling and so on, boutique = time-consuming + intentions + capital investment, Tencent's market, the player's sincerity is indeed unquestionable.


So, the entire industry's 2015, the trend will be more and more obvious, shoddy, fast money mode will be greatly reduced, the industry shuffle will continue.


from Tencent's UP2015, we can interpret Tencent mobile game 2015, also can see the entire industry 2015, hand Tour will no longer be as a pure pass time tool, hand tour will become the real game, complete from 1.0 to 2.0 evolution.