ChinaJoy, the organizing committee arranged a web game summit

In Asia's largest game show ChinaJoy, the organizing committee arranged a web game summit, but less than 50% attendance. "The first two years of the page Tour forum, under the table are full of people, this year how people so little?" "A person who has been in the IT industry for many years has been puzzled by the deserted venue. Because, logically speaking, the page parade industry should be in the bull market, began to explode in 2009, the market size of nearly three years turned 7 times times, the first half of this year is still several times the pace of the traditional client game, the past is not seen on the page of the market of online games giants are now also rushed to the war.

"Are we all in a stuffy sound, or is the industry turning point is now, began to ebb?" The people asked.

Game developers can only get three or four

The "Ebb Tide" says it seems hard to get the support of statistics.

According to the "2012 China Game Industry Report" released by the ChinaJoy game exhibition, the real sales revenue of the page tour market in the first half of this year was 3.82 billion yuan, which grew 46.7%.

"Overall revenue is growing, but corporate money is getting harder to make." "A well-known game website senior Editor Wang (alias) told reporters that the market is the 28 law, can make money of less than 20% enterprises, or even lower."

"If a user pays 100 yuan for a web game, the 100 yuan is not all in the pocket of the game developer, just like the movie box office, there is a problem of the split." "Wang explained," The Web game industry chain is "developers-operators-users," but now many operating platforms, most do not make a brand effect, so many users in the platform before entering the operator, but also through 360, Baidu and other Internet traffic entrance. ”

Analysys International analyst Sun Mengzi said, "The current market pattern is the king, these hand-held user resources of the flow of the entrance at least cut off the 100 yuan in the 20 yuan, can be said to be the biggest beneficiary of this wave of tourism development." ”

For these traffic entrance, the page swims the business quite a bit to collect money, steady earn not compensate of taste. However, the days are less comfortable for game developers and operators who have to throw money at traffic gates to get users.

According to the "2012 China Game Industry Report", the cost of promotion for each user of the web game has grown from 2-3 to 5-6 yuan. Wang said, "5-6 yuan is still well done, and now there are a lot of game single users to obtain the cost of 10 yuan." ”

What does it mean to have a 10 dollar user cost?

Wang said, a web game's pay user ratio is generally 10%-20%, that is, to obtain a paid user's cost, may be as high as 50-100 yuan, if the user for the game to pay to achieve this number, enterprises can also preserve capital, if not, it is loss.

In Sun Mengzi's view, those black-horse legends gave the industry a "quick money, make money" aura, low threshold plus the possibility of high profits, tempted a large number of developers to kill into the market.

But the brutal reality is that most people come in and do the "denominator" of the industry.

The more developers, the richer the game type, the more obvious the characteristics of the channel King. This has also led to a fall in the industry's profit-sharing difficulties for developers. "100 yuan users pay, 20 yuan by the flow of the entrance intercept, the remaining 80 yuan, but also operators streams, developers can only get three or four." "Moreover, the game revenue and advertising promotion fees are almost linearly proportional to the relationship, many times, not to fight the development of technology, but money." ”

Traditional game giant Admission

Not only that, the traditional giant's cut also to the page tour developers added a lot of pressure.

"The page tour is blue Sea, Blue is a mess." "Like Jinshan Software under the West Hill Habitat game CEO Zou so vigorously sing more than a few pages of industry big business."

Shi Yuzhu in ChinaJoy period, specially in the private club to meet a large number of page tour producer, dinner also talk about the market how to watch the page. He even joked that he now has no time for development, if possible, but also want to spend a few months to try the page tour, to see if he is not old.

Shi Yuzhu certainly does not need to battle personally, this February, the giant announced "after 85" Wu into the career of Vice president of the Giants, responsible for Web game product planning and research and development work. According to the plan, the giant hopes to create a fine page tour within 1 years, with 2 years to become the first echelon of domestic page tour production. Shanda, Kowloon City, the perfect world, swimming and other U.S.-listed game giants, this year also has a similar move.

If the game giants kill into the main development areas, then the other master of the flow of resources of the internet giant is the collective into the operation of the field, 360, Baidu, PPS, thunder and so are all belong to this column.

"These flow entrance tasted the sweetness of the game, now not only do the diversion business, they also began to try to do operators, such as Kirin game" painted 2 "game, is the joint operation with Baidu. "In Wang's view, the flow of the entrance further to the industrial chain of other links infiltration, will undoubtedly further squeeze the survival of ordinary operators space."

The admission of the "second generation" of the internet has also made the capital more cautious about the investment of the entrepreneurial team, while proving the potential of the industry. According to the Department of Statistics, the second quarter of this year, domestic game companies in the financing amount of 25 million U.S. dollars, compared with the same period last year, a sharp decline of 86 million dollars.

"In addition to the high risk, there is a problem is that people find that the capital markets do not like such a story." "A VC investment manager told reporters," single section of the page to live a year has been considered longevity, life cycle is too short, and the next product can continue the success of the previous paragraph, it is difficult to tell. Even as strong as Zynga, it has turned from a profit to a loss this year, with its market capitalisation shrinking by 70% over six months. This shows that capital markets still like the story of continued growth. ”