China Mobile game market industry chain analysis is still in the market incubation stage

Mobile game refers to all the games in the mobile phone terminal running, the development of Chinese mobile games in chronological order roughly experienced the following stages:

The first phase (1997-2000) with built-in stand-alone games, such as many Nokia built-in Snake game, this is a lot of mobile phone users have played a simple game. This phase of the mobile phone penetration rate is relatively low, not to mention the development of mobile phone games, nature is also in just the beginning stage, mobile phone game developers will sell the game products to mobile phone manufacturers, the mobile phone factory built in the main game.

The second stage (2001-2004) appeared SMS word games and downloadable stand-alone games, WAP mobile phone network games, such as downloadable stand-alone games have mobile treasure single game, "Rob Red Envelopes" is a typical SMS word game.

Phase III (2005-present) is based on java/brew technology, such as the representative of the CS (client–server) framework of mobile phone network games and stand-alone games, although the mobile phone network game has appeared, but due to mobile phone network speed, the applicability of mobile phone products and other issues and not rapid development, And still the main single game.

From the development process of the mobile phone game, although the mobile phone game industry after more than 10 years of development, no longer than the development of PC network games, but from the industrial scale, mobile games far behind the PC network games, mobile gaming market is still in the market to nurture and grow the process. 2009 Domestic mobile gaming market size reached 1.8 billion yuan, an increase of 38.5%. But the overall size of the mobile gaming industry remains small, with fewer than 20% per cent of mobile gaming users in the overall number of mobile-phone users, and less for paid-phone games. Bayes Consulting that the current Chinese mobile phone game's main income or from a stand-alone game, mobile games accounted for a smaller share. Mobile game industry chain is basically formed, but there are still many problems to be solved.

The mobile games industry chain mainly includes the game content copyright, the game Developer (CP), the game operator (SP), the mobile operator, the handset terminal manufacturer as well as the user. Mobile games from the development to provide services to users, need to participate in the industry chain parties.

Mobile game Copyright--the provider of mobile game content

Game copyright is at the low-end of the industrial chain, because of the short development time of Chinese mobile games, far from mature, in the early development of copyright unclear, unauthorized development of the situation, resulting in mobile phone game market on the issue of copyright disputes occur. In order to create a healthy industrial environment and protect the interests of practitioners and consumers, it is necessary to strictly define the copyright of mobile game content and the copyright of mobile games, and crack down on piracy.

Mobile game developer--the producer in the mobile game industry chain

Mobile phone game developers are the main industry chain, is the industry chain of producers, due to the qualification of developers with a low threshold, the current large and small number of mobile game developers, leading to fierce competition, the results of the competition is mixed half. Bayes Consulting that, on the one hand, the real power of the developers in the competition to stand out, developed by the game players recognized products, promoting the rapid development of the industry. On the other hand, some poor quality developers, fish in troubled waters, plagiarism of other developers of the results of the real mobile phone game developers caused a loss, but also led to mobile gaming market products similar, not conducive to the development of the entire industry.

Mobile game developers at the bottom of the industry chain, their main task is to develop game products, and then through the channel of game operators to the mobile operator's channel, and finally consumers through the mobile phone network to download. Either work directly with the mobile operator or set up your own operating platform. Because the developer does not direct contact with the game player, the game effect feedback is through the game operator and the mobile operator obtains, therefore the timeliness will have the lag, does not facilitate the tracking service.

In view of the above, some strong game developers also run the game, bypassing the full-time operators, and direct cooperation with mobile operators, faster and more effective tracking game market, timely feedback market information, timely adjustments to meet the needs of consumers.

Mobile game operator--the link of mobile game industry chain

Mobile phone game operators in the chain of industrial links, it plays a connecting link between the developer and consumer role. Because of the large size of the country's mobile phone developers, mobile operators can not one by one with a large number of game developers to contact, so the mobile phone developers commissioned or sold directly to the game operators, game operators as plenipotentiary and mobile operators to work together to provide the game products to consumers. At present, the domestic relatively large mobile phone operators have a grand digital red, Sina mobile games, digital fish, Dragon International, Friends of the Century, air network, handheld, the palm of the MiG, the apple of the eye.

With the gradual maturation of the mobile game industry chain, game developers gradually grow up, with the hands of the game products can be directly with the mobile operators to work together and put aside the game operator link. Game operators to consider this threat, many game operators through a stake in the acquisition of mergers and acquisitions of mobile game developers to qualify for the game developers, set developers and operators in a body.

Handset terminal Manufacturer--carrier of mobile game industry chain

Handset terminal manufacturers in the mobile game industry chain equivalent to the mobile phone game carrier provider, but given the difference between mobile games and PC games, the same mobile phone game is not compatible with different brands of mobile phones, and even the same brand of different models of mobile phones do not have compatibility, which increases the cost of game developers, Need to develop the game according to the different handset brand handset model, causes the handset game the development cost to increase greatly.

On the other hand, when mobile phones are used as game tools, its operability, visual perception, intelligence and other aspects of the PC game with a certain gap, so at present many mobile phone manufacturers in order to enhance consumer satisfaction in the operational, visual effects of the introduction of large-screen, touch screen, high-resolution smartphones to meet the needs of consumer entertainment.

Mobile operators--the channel in the mobile game industry chain

Mobile operators in the mobile gaming industry chain in the absolute leadership position, it and the game operators, developers are leaders and the leader of the supervisors and supervisors of the relationship. They rely on the absolute control of the mobile network, effective billing channels and mobile phone game needs of the application platform (such as SMS Platform, Java Platform, brew platform, etc.) to support the mobile gaming industry to control the power of life and death. Mobile game as the bright spot of mobile data service has caused widespread concern of mobile operators, how to use mobile game to pull ARPU rise to become the focus of all operators.

At present, mobile operator's mobile game content platform is far from satisfying the majority of mobile phone users to facilitate the understanding and easy to download mobile game needs. In this case, some mobile phone game operators operating platform to make up for the mobile phone game platform, so that users to achieve a more convenient way to access the game and download.

However, mobile operators are unwilling to only exist as the download channel of mobile games, mobile operators actively organize their own game development, operations team, conducive to their natural advantages of network channels and mobile game developers, operators to compete. 2009, China Mobile in Jiangsu investment in the construction of mobile gaming products base to enhance their mobile game development and service capabilities; China Unicom has also started building six value-added business bases, including mobile gaming. In addition, the development of 3G network for mobile phone network game to lay the foundation for the speed of the channel has a great improvement.

Mobile game User--the consumer in the mobile game industry chain

The whole development of the industry chain is to meet the needs of the final consumer, mobile gaming consumers present three low status, that is, low-income, low age, low education of mobile game players, from the gender perspective, mobile phone game users 92.8% of the proportion of men far beyond the female mobile phone game users. Bayes Consulting that, in view of the above game user group's present situation, the handset game market still has the big development potential. Mobile game developers can according to the female game user's preference to the game, develops more suits the female game user favorite product, expands the handset game the consumer group scale. In addition, can also be based on the different age of the game product preferences, to develop a suitable for different age level of the game products, improve the game products of different age layer infiltration.

Bayes Consulting that the Chinese mobile game industry chain is basically formed, but mobile gaming industry still has a lot of problems, the need for industrial chain from the bottom to every aspect of the efforts and cooperation for mobile gaming industry to create a healthier and smoother industrial environment.