ChinaJoy: A feast for the game

A boat full of "game people", slowly walking through the Huangpu River. On both sides of the ship side, one is the Waitan lights of the ten-Li Long-hidden, one side is the Lujiazui into the night skyscrapers. In Shanghai July 23, the moon hangs low in the sky, the night before the arrival of the 11th ChinaJoy in 2013.

Inside the cabin, a discussion of the hand tour is lively, even "lively" some unusual. On the stage, while several guests speak, there is no repose in the hundreds of guests. Sitting in the second row, not even completely clear to hear the guests speak. This kind of situation, a bit like the hand tour industry Status quo:

Each participant is enthusiastic, eager to seize new opportunities, there are some stars to stand in the spotlight, but no one can let the other participants shut up completely.

Hand Tour

Held yesterday in the ChinaJoy Game Industry Summit Forum, hand Tour is still one of the core topics. There is no doubt that hand-swimming is the most interesting field in the future. During this period, the game, gamma Data and IDC released a new report, listed the end of the tour, page tour, hand tour three areas of the first half of the development situation.

This includes a lot of numbers, but in fact, the most need to remember is a trend: the end of the tour, the page has already entered the mature stage, player increment, revenue growth all slowed down, only hand swim in these two indicators, achieved more than 100% of the growth. At the same time, the total size of the user's hand tour has exceeded the end of the tour.

It's hard to turn a blind eye to this trend. There is another unavoidable trend is that, as usual, small companies set off a wave of the hands of the market, will appear more and more multi-terminal tour giant cast shadow.

Shanda Games (5.65,-0.05,-0.88%) is an example of a springtime. July 18, the Grand Game agent operating card game "Million King Arthur" launched the National Service, and then the product in the Chinese region Apple (440.51,21.52,5.14%) App Store rankings quickly rise, but also to pull the Grand game's share price in the two trading days after the start of the rally close to 30%.

In this case, the most noteworthy point is that Shanda games, like most hand tour companies, rely on third-party channels to promote, but rather transplant the traditional end-travel marketing model-there is anecdotal news that millions of yuan per day. In other words, the grand game by the way of the end, alone to hold up "million King Arthur."

This is a sort of precedent. Sina Technology yesterday asked Shanda Game CEO Zhang: Is it intentional to try this way? His answer is quite frank: The reason why the use of the end of the marketing approach, one is familiar with, and the second is to catch the summer vacation schedule. Next time, the grand game may try more promotional channels.

However, the grand game of the attempt to give at least one other possibility. Hand-travel industry has been trying to avoid the nightmare of the page tour: The page is too dependent on the channel, resulting in the page tour manufacturers basically lost the right to speak in front of the channel, the proportion of income can even reach 1:9, and then lose control of the game content.

The whole hand circle is observing and learning the grand game this attempt of the step and effect. But Zhang himself has no comparative data on this. For the giant's intervention, hot cool game CEO Yong warned that the hand tour industry to a small group of the majority, it is obviously difficult to withstand the end of the promotion mode of capital pressure.

Giants, Giants

Usually the domestic game industry so-called giants, refers to the overseas market listed six home tour companies: Tencent, NetEase (66.89,0.61,0.92%), swim (39.59,0.21,0.53%), grand, perfect, giant. These six hands have a plan, simple summary as follows.

Tencent: This May, Tencent launched mobile gaming platform, integrated micro-letter, mobile phone QQ, mobile phone QQ Game Hall and other resources. In product preparation, Tencent has launched 6 of its own testing products, involving the elimination, parkour, speed and other types, and signed the agency, "Fruit Ninja", "Temple Escape 2", "Plants vs Zombies 2" and other overseas products.

Relying on platform resources and investment, Tencent has been in the end of the tour and page tour completed from behind, while the advantages of Tencent in the hands of the field is still no sign of weakening.

NetEase: Also in May this year, NetEase CEO Ding Lei in the earnings meeting made clear that NetEase will launch the hand tour platform as well as the hand tour products, which both the extension of PC games, there are individual customized products. However, in yesterday's ChinaJoy Summit Forum, NetEase game Vice President Wang Yi stressed that NetEase will still be the main end of the tour.

The relationship with Blizzard is another advantage of NetEase. Not long ago, NetEase announced the agent Blizzard card game "furnace Stone legend", NetEase hinted that this product will be launched in China in the near future.

Swimming: The progress in the hand tour, the swimming is not fast. Last week, the trip just to the outside world to spend 20 million yuan, signed the 10 works of Jin Yong's hand exclusive adaptation rights, including "Tianlong Eight", "Deer ding" and so on. Currently the fastest tour of the development of a hand Tour "pocket Tianlong", the fastest will be launched next month.

At this stage, however, it seems quite satisfying to be on your own page-surfing system, the Seventh Avenue. Tour President Chen Deven yesterday did not talk about hand tour, but disclosed the Seventh Avenue page tour revenue number: Overseas monthly water up to 21 million U.S. dollars, the Seventh Avenue income half, and the main market is not Southeast Asia but Europe and America.

The recent dip in share prices has also significantly increased, from June to the lowest 27 U.S. dollars, up to the current nearly 40 U.S. dollars.

Shanda Games: Three years ago, the grand game began to have a layout, their path is the first Korean holding company into a mobile gaming company, but again with the Japanese Hand tour business Alliance, the so-called "mature team + mature products." "Millions of Arthurian" is actually such a path.

In the second half of the year, Shanda Games has more than 30 hand tour products planned to be released, more than half of which belong to independent research. At the same time, Shanda games in China and South Korea to establish funds, dedicated to the investment support hand tour.

Perfect World (21.59,0.94,4.55%): In the recent online games in the process of rising stocks, the perfect world is the most obvious one. The May perfect share price was around $12 trillion, now more than 20 dollars per share. This to a certain extent with the perfect end of the force related to travel, the recent launch of the "Holy Warrior Star", "Smile Proud" and other masterpiece.

On the other hand, the perfect in the hand tour aspect also has the quite big investment. Sina Technology previously understood the situation shows that the perfect interior has more than 10 hand tour projects at the same time advance. Before the perfect once low-key test hand tour products.

H., the perfect World CEO, revealed yesterday that it would launch Pwin's global investment in mobile-phone-focused products and technologies, while hinting that a perfect hand tour would try a variety of innovative models. H. stressed that the perfect will be further with the industry chain synergy, such as strengthening the game and film, network literature and other industries such as cooperation, and ultimately the formation of the relevant benign ecological environment.

Giant: This June, the giant in the field of hand tour of the first investment project "The end of the Han warlords" exposure, which is also the giant's Angel investment "win in the Giants" for the first time involved in the field of Hand tour. Subsequently, the giant also announced with South Korea Ntreev Joint research and development of hand Tour products "Project Panda", next month will be published in China.

The Giants are relatively cautious in their progress in hand travel. Giant President Guixe in the ChinaJoy Summit Forum, said that the future of the online games industry should be clearly judged, and he also stressed that the end of the tour is still alive and well, with the industry center to the hands of the migration, the end of the tour will get greater survival space.

For the relationship between the end and the hand tour, Guixe said one is fast food, one is a big meal.

Hall, outside the field

Just yesterday during the forum and the meeting, ChinaJoy in Shanghai New Expo Center Layout, also entered the final sprint stage. Yesterday evening, Sina Science and Technology in the exhibition to see, both actors, showgirl last rehearsal, there are staff gas drums of mutual blame, and even the construction workers on the scene of a fight.

In any case, to today's most attractive to ordinary players ChinaJoy exhibition will be completed, the impact of the visual and auditory effects, will be in the next few days, echoed in the crowded, sultry exhibition field.

Speaking of players, during the ChinaJoy, every night, there are more than one game theme of the party staged, but most of these are game industry participants, not many players. Yesterday evening, the joy of the Great feast, inviting their players to meet in Shanghai, not only to provide food and drink and a variety of games and gifts.

The Joy of Excellence is "My name is Mt" This hand tour developer, "My name is Mt" is the first half of this year's most successful hand tour. Shanhu, a brilliant CEO, has a "doting" on the user because it is the player who has pulled the company from the brink of death when he is in a no-win situation.