360 game platform to become the ability to show a new transport game "thousand Army" monthly income 20 million

TechWeb Jing December 18 Report

This January, Qihoo 360 announced that its 360 safe software and the domestic game Portal network for the merger and reorganization, the establishment of a joint venture company "360 Long." This year's 360 Q3 earnings show that the web game-oriented Internet value-added services revenue amounted to 25.54 million U.S. dollars, an increase of 110.8% per cent year-on-year, strong growth has also led to 360 gaming business, the ability to gradually become market verification.

But unlike the rest of the group, the 360 gaming business has been quite low-key for nearly a year. Recently 360 long tour CEO Liuliang received TechWeb interview, disclosed by "360 incorporation" before and after the story happened.

The first trial of the "Thousand Army" monthly income of more than 20 million

Nangju Network was founded in 2004, with 17173, more play network with the same batch of game portal, providing game information, downloads, community and other content. But unlike the latter, this year the network was not dependent on the independent business of the game developer, nor did it accept any gaming company's investment. Coincides with 360 to set foot in the game field, the acquisition of such a game site seems to be one of the fastest ways to integrate resources.

Zhou, chairman of Qihoo 360, described the company's future as such: by consolidating 360 safes and the gaming content resources of the network, 360 wanted to provide security services to game users while helping game makers to deliver product information to target users more accurately.

"For then 360来 said the whole company started late, security attributes overweight, in the field of the game is a novice, choose to buy a long time, and will be with its 360 safe to do the integration of the establishment of a joint venture, the purpose is to" make up "," a lapse of nearly a year later when it was 360 incorporated, Liuliang said, " And the media properties of the long swim, also for the next 360 in the game field to bring the right to speak. ”

Only portals and software are clearly not enough, 360 travel long began to build enough to support the future development of the backbone of the business game transport platform.

During the chinajoy of July this year, 360 travel long in Shanghai Media communication will be held, 360 chairman Zhou and giant President Liu Wei announced with the giant's exclusive transport "Journey 2" of the special version of the "Thousand Army", which also marks the beginning of 360 games officially involved in large-scale client online gaming field. And according to Liuliang revealed that after the merger of the new company, the first time to do the integration, build a team, and the Safe deposit box business and Nangju network information docking; until July, the official will reach the field of the game, the September "Thousand Army" officially on the line, a group from the grand, perfect, giants and other companies from the backbone of the combined transport Platform, 360 transport platform only slowly onto the track.

In fact, 360 of the layout in the game area includes a page-opening platform, a premium gaming platform, 360 game-safe software, and a cruise portal. 360-page Tour open platform adhering to the 360 open platform strategy, is seen as the group's huge flow of the game to the current channel, and Tencent, Baidu and other competitors games open platform similar to the platform, which is mainly aimed at the field of page tour. In addition to providing traffic and platform, the platform does not participate in game development and specific operations, mainly in accordance with the 3:7 (game open: 360 platform) of the proportion of income sharing. In the third quarter of this year, 360 of the Internet value-added services based on web games revenue amounted to 25.54 million U.S. dollars, page tour operating platform contribution rate is huge.

In addition to this, the 360-game transport platform is 360 with the target game of the customized Transport Cooperation window, the "Thousand Army" is the platform's first attempt to project, in fact, the game in the content and "Journey 2" has no change, only change the play and rhythm. With 360 of the major promotional channels, the game online in the first month after the income of more than 15 million, the second month more than 20 million. This product is currently the team is still in two weeks a version of the speed of continuous updates, "since it is a client product, we will like to do 360 software, small steps run, to meet user needs." ”

Liuliang said that, compared to the page tour platform, 360 games intermodal platform currently aimed at the large client games the intermodal market is a virgin land, before doing the client-side transport companies have few success stories, and the platform is to walk the fine line and meticulous operation, "want to get a ticket away products do not come to cooperate with us, We want to provide users with quality games. We also believe that, through the past few years of the education of the market, the next game depth and play will be more important to the players, but also can be long-term adhesion to the user's foundation, a more shallow level of users will be on the phone to try fragments of time to bring pleasure. So next year the client game micro-end market and hand-market will be the outbreak of the year. ”

"Next February, the platform will launch a second game, but the details are not yet available," Liuliang said. "This is a new game for a public company, and it is believed that revenue prospects will also be significantly higher than the market level." ”

Be "The Steam of China"

In addition to the end of the tour and the operation of the page, 360 long time also began to dabble in mobile game development. In the second half of this year, 360 cost millions of to buy the original Gameloft a more than 10-person Shanghai Research and development team, up to now 360 travel long Internal mobile game team has expanded to dozens of people. At the beginning of December, this team developed the first mobile game landing micro-gaming platform, which is similar to the "Huarong Road" HTML5 game, support page no jump experience; In addition, the team is also responsible for the mobile version of the 360 Game safe box development.

Liuliang said that the Hand Tour team is currently in the micro-letter platform Stable release of 2-3 free games each week. "Mobile gaming is not currently the main direction of 360 travel, our goal is not to make money, is to explore a new game development model, including new resources and channels of understanding, hope to give more game developers new reference." ”

Mobile gaming in the field of 360 for a long time is only a "small test", on the PC side, the company's operating model is still based on the platform, "Do not do game development platform" is also the next 360 games for a long period of time the guidelines. In fact, the 360 game business model draws on the American game Integration platform Steam, "Becoming China's steam is our goal".

Steam is the world's largest integrated game integration platform and Distribution center, created by Half-Life (HL) development company Valve development. Initially just as CS, HL2 and other valve under the game immediately updated, but has now developed into a full game comprehensive download platform, from all over the players in only 10 seconds can be used to buy games and BT-like speed to download. So far, the steam has become more widespread and countless games are operating on this platform.

The data show that steam has more than 40 million active users, accounting for about 70% of global PC game Web downloads, and has accounted for around 70% of the world's game downloads. According to Forbes Statistics, 2010 Valve Company Market value of about 4 billion U.S. dollars, steam platform 2010 sales revenue reached 1 billion U.S. dollars, steam model has become the world's most successful game platform model.

Liuliang this pattern to "cinema line", "game research and development is equivalent to a simple film production, the audience is not their own, each film's market response and earnings can not be estimated, but with the cinema line, do not worry about the film will limbo, all the market good movies can be broadcast in my place. 360 game to do the platform of cash flow than do content output more controllable, as long as the whole industry go up, 360 as a platform will grow with it ... This is the current game industry's healthiest mode, the company standing on the platform of the entire industry can become the highest market value of the company overseas. ”

Liuliang revealed that 360 travel long as an independent subsidiary of 360, the goal is to be able to seek overseas independent listing, "I believe there are 360 parent companies to do endorsement, gaming business will be relatively smooth listing." ”