ChinaJoy's 7-year Itch: a feather in the back of the din

Wen/It Gossip Girl for 7 consecutive years to participate in the ChinaJoy (hereinafter referred to as "CJ"), the game as the name of the digital interactive entertainment show, has gradually been on the topic. There is no doubt that CJ is the game industry vane, from the annual summit of the theme and exhibition of game companies, you can basically judge the game industry some big direction this year. We don't need analysts and extras to give it to us.　　　So, in the past 7 years, from the eyes of an experienced person, CJ in the end what has changed? 1, the changes in the industry pattern of 2007 years of CJ, the client swims surging, the big online games giants, Shanda, NetEase, Tencent, Giant, nine city, Perfect, Jinshan, Sohu, net Dragon and many other game companies flourish. At that time, Shanda is always at the core of the pavilion, the booth Showgril is also the most imposing. Giants, nine cities, perfect, Jinshan and other established game companies are not outdone. and the second-line game company Long tour, Century Tiancheng, Moliyo tour, snails and other game companies are also gearing up. Time to move the world easily. Now grand already no longer that year Yong, Jinshan game, lost Warcraft after nine city never come out, long tour also with the dance group Basic Game Over, only later Tencent occupied the game industry half, and soared. Ningyu, who was in charge of Tencent's game, has also been promoted to Tencent's COO. From the following two map basic look out, online gaming company experienced great changes. 2007 Q3, easy to view the data show, Shanda, NetEase, Giants respectively 19.3%, 17.1%, and 13.5% ranked top three. Tencent, with only 5.5% per cent of the market, ranked 7th after a long swim. In the view of the same is easy to view the data, 2014 Q1 data shows that Tencent game 51.43% of the market share monopoly of the game industry, a grand fall of 6.29%, although ranked third, and that year still in front of Tencent only 1% of the long tour market share. From these two pictures, it is easy to see that the industry pattern has undergone great changes, especially Tencent's market share is growing.　　Although Shanda in the client market can also be ranked second, but Tencent's market share = Grand + NetEase + giant + perfect + Sohu Tour + Jinshan + network Dragon ... 2, investment return to rationality and 2007, the capital for online games, compared to the investment in these years compared to a lot of cold. In 2007 CJ, you can grab a Morgan, IDG, soft silver, Temasek, Sequoia and other big-name investment bankers, they have a keen sense of smell, unwilling to give up this distance to observe the opportunities of China's gaming industry. I remember a bureau in the same year, a Merrill Lynch chief representative in China earnestly consulted Sohu game of all kinds. 2 years later, Sohu game is renamed after the tour listed Nasdaq. Merrill Lynch is one of the joint main underwriters. 2007 seems to be a Feng Shui ridge, the heat of the capital investment net gradually fade away, not just do not invest in the client game company. An Intel investment director said that the money that was invested was not going to come out, exceptIt is not realistic to expect the listing to exit after the company has made a profit after buying back. Many investors have expressed the same point of view, or as a financial investment, a few more, the pressure of a continuous financial return is also very considerable. Such companies also have a very high likelihood of buying back their shares in the future. In fact, from 2007 onwards, the successful listing of the United States only two games companies, one is the 2009 Sohu Tour, a 2011 listing of the Rice network. Of course, Chen a boat everyone can barely count. However, the valuation of Chinese games in the US capital markets has dropped to freezing point, from dozens of times to 4-5 times the valuation.　　Then, there are a number of online games companies began to buy back shares, privatization, transfer of industrial distribution, adjust the Vie institutions return to the domestic and so many other phenomena. 3, the shift in the industrial center of gravity compared with previous years, CJ's theme is a single palm machine online games, and even a lot of the characteristics of the online games industry, such as Internet cafes channels, point card distributors and so on. Then, online games for several years, followed by 2008-2009 years of Web pages, mobile game Blowout 2012-2013, and this year began to target home entertainment host game market. The annual Summit forum and exhibitors you can see where the wind blows this year. Companies in the gaming industry are also typical of the wall grass industry, where the wind blows to where to pour. Compared to domestic, foreign game companies more focused, especially those who have feelings and moral integrity of the game companies, such as the French Ubisoft, the United States Blizzard, Japan's Nintendo, and so on, although these years also a little bit of moral integrity of the signs, but also basic adhere to their own ideas. Speaking of this, have to mention the once famous "third-generation online games Company" Blue Harbor on-line. In Jinshan out of business after Wang Feng will give himself a label, also very will give the company label, in 2007-2008, there is no place for them to speak, abruptly created a third-generation online gaming company concept. Blue Harbor also deserved to do the third generation of net swims the representative of the company, subsequently coerced some company and public opinion. However, the development of Blue Harbor is not smooth, after the net game failed, see the Web Games Live, embrace the web game, the Web did not do, and transformation to do a mobile phone game. Regardless of whether or not, this homeopathic and for the concept of true and lei.　　It is no exaggeration to say that, starting this year, the home entertainment market, gamers will gradually rise, with the opening of the Shanghai FTA and the ban on the host market, you will see the domestic proliferation of host games opened. 4, "player" diversification of this player is not that player. Players here are more and more companies that covet game market cakes, from operators in recent years to film and entertainment companies to electric companies. The three operators are easy to understand, web games and mobile gaming market, they have channels and flow advantages, on the one hand, the use of platform for the game to do, on the other hand, can operate jointly, using the flow dividend, to do value-added services is the simplest and most money business. Moreover, the days of operators in these yearsis not good, the indicators between the major bases are also very heavy, value-added services has become an urgent need for operators to seize the mountain. The film entertainment and the game's grafting actually very early has. Game company set up a film and television entertainment business also has several. If there is anything different this year, the ambition of film and television entertainment is more obvious. For example, the Huayi brothers, who invested in Silverside, have a shine on CJ this year. Huayi Brothers not only in CJ on the exhibition, but also invited numerous artists platform, especially the boss Zhongjun pushed off the film and television industry will, but appeared in the CJ Summit Forum, which can be seen to Huayi to the game's attention should not be underestimated. This year, electric companies are also investing heavily. In addition to the traditional Taobao, Alipay involved in the CJ business, this year the cat also appeared CJ scene, not only there are ubiquitous two-dimensional code shopping, there are many and game company marketing activities.　　The electrical business has no other fancy player in 3C digital this piece of consumption potential, especially after the host market open, hardware peripheral products are further activated. 5, marketing Large-scale 2007 that will, the game company still attaches great importance to CJ. Of course, now also attaches great importance, but the direction of attention is different. As a game industry event, regardless of the size of the game company, are regarded as CJ to show the company's games, customer service, as well as with players, peers face-to-face communication opportunities. Game companies will be the basic quality of the game open to play, will be a new game to the player to the first experience, will also arrange staff to explain the introduction of the player and the usual game problems encountered. This is actually a good time to improve the game through the consumer to achieve C2B. Now these are supporting roles. In each major game platform to become the protagonist is always wearing exposed showgirl ("SG") in order to win the attention of the player, the game companies do their best to find the most exposed SG, arranged in the bottom of the stage performance, as well as deliberately arranged topic propaganda. This makes the noisy CJ become more noisy. Often a CJ down, may be red a certain SG, incidentally brought out to please this SG game company. As for what new games the company has released and what games it seems to be, it's not the most important thing. Behind the noise, CJ gave us only a feather.