A watershed in multifaceted web games

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With happy net in China "atypical" popular, overnight, "stealing vegetables" red all over the north and south, but also for the emergence of web games created an opportunity. The number of Chinese web game users will reach 12 million in 2009, and the market will break 1 billion yuan in 2010, according to Eric's consulting data. In the rapid growth of user size, more and more operators have been involved in the field of web games, according to industry statistics, the current web game platform has more than 150, small and even independent developers of the Web game research and development team is far more than this number, can be said that the field of web game competition intensity, No less than the competition of large MMO.

The rapid development of the market brings opportunities, but also brings a lot of problems. Large and small cottage operation platform, a wide variety of changing the skin game, the players in the dazzling no sense of belonging to the joint operation mode, confused; research and development team in the fun of changing the skin mode, confused; operating platform in the same search for product differentiation without door, more confused. The Shanzhai model, can support the web game industry tomorrow? The author has the following some thinking, or can be to envy, the sea net-like people have inspiration.

Giants Peep, Web game entry threshold is getting higher

Following the grand, nine cities, NetEase, Giants and other large MMO game giants have announced their involvement in the web game, the industry has also burst up to date the largest single investment in the field of Web game scale: In the number of entertainment investment 60 million yuan, a strong platform for the middle-level interactive game. Web game industry after nearly 3 years of development, has gradually come to face the edge of the shuffle integration. According to the latest survey of the second half of 2009, the development cycle of the single Web game, the average elongated 4-6 months, and after the product, more important operations, with large and small platform market input, market costs gradually washed high, in the absence of product differentiation advantages accompanied by the case, The threshold of capital investment is bound to become a bottleneck in the development of small and medium operating platforms. and the establishment of the operating threshold, so that most small research and development teams will have to focus more on product development, operating platform in the absence of financial advantages, but also need to strengthen platform diversity. In the case of product differentiation can not be achieved, operational strength and platform viscosity, will become a new platform to take a firm footing must seriously consider the problem.

Joint operations or marginalization, heating each other out of the way.

Joint operation mode, in the rapid expansion of the industry users in the early stage, has his unique advantages. I have the product, you have the user, everybody together the cake bigger, the cent and eats. For its own high-quality user resources platform, such as 4399, the joint operation is tantamount to open Pandora's box, can quickly import user resources, the user advantage into profit advantage. But for more and more new platforms, the embarrassment of joint operations is believed to be experienced by practitioners. A lot of investment in the market, coupled with channel costs, labor costs, planing to be divided into few. And the viscosity of the game, from the user's experience dependence on products, all the same products, the operation flexibility was compressed extremely low level, can not achieve critical product differentiation, accidentally made a wedding dress for others. With Shanda, NetEase, Giant, nine cities and other industry giants successively exerting force, I believe that in 2010 years, the Web game operating platform competition, will be back on the road of product differentiation competition. According to sources, the middle-midstream interaction of the 60 million-scale funds injected before, has been secretly with a number of research and development team contact, to reach a variety of products exclusive agent intention, as well as an overseas heavyweight web game unique products are being prepared to launch. Product differentiation to drive a new platform, the need for a strong financial strength to ensure that the new platform has become bigger, such as nine-dimensional, strengthening the strength of independent research and development in the market facing shuffle integration stage to further strengthen product advantages, reduce costs, especially critical. Once the industry has a number of strong platforms, then the joint operation model will become the product advantage operators to diversify the operating risk of the marginalization of the model.

Platform advantages need to be upgraded and operational services become key

A successful client game is at least 10 months in the cottage cycle, and a successful web game is the shortest period of the cottage 2 months, creative good web game products, if not sufficient operational input to ensure that it is likely that the operation has not yet formed the advantage of profitability to scale, was quickly cottage off, On the basis of combining the advantages of product differentiation, the advantage of Web game platform is urgently needed to be strengthened. From large-scale MMO game field into the giant of the web game, such as Shanda, NetEase, giant, carry huge capital advantage and huge user group, for users and platform integration depth, has rich experience, will be big and small web game operating platform to create a strong competitive pressure; In the field of Web game started earlier platforms such as nine-D, relying on the deep integration of products and platforms, the formation of a better platform viscosity; for new into the web game platform such as midstream interaction, one is to have a strong financial strength to ensure that the second is to strengthen the platform function, enhance the platform user flow rate, Third, we need to enhance the quality of operation service. Midstream interactive spending millions of of the first in the web game industry to build an international standard Call-center call Center, through the strengthening of personalized customer service capabilities, and strive to get rid of the current operation platform services to the situation of the cottage, but also is not a good idea.

2010 will be a crucial year for the development of the Web game platform, some platforms will fall, more platforms will be driven by the market prospects, from envy to the net. Web game is not a new type of industry, in the law of industry development, from the client game market path, can be a preliminary glimpse of the future market development pattern. To apply an old saying: The page swims has the risk, enters the market to need to be cautious, regardless of the operation or the research and development, finds belongs to own a good hoe, to dig open the gold mine to help greatly!