China's successful game four: simple to play, the pursuit of clarity, high art and the pit infinite depth

"China's successful game can be summed up to four points: simple to play, the pursuit of clarity, high art and the pit infinite depth." "This is the hot cool game." Chief Product planner Deng Chun recently in the first "China game product Manager meeting" in the speech, due to a slightly spit style of vivid narration, as well as a deep understanding of the game products, access to the scene hundreds of audience enthusiastic response.

Hot Cool Game Chief product planner Deng Chun

More than 10 minutes of speech time passed quickly, Deng Chun chose to this passage as the end of the speech, "I hope you do a long time after the game, a long time by a variety of KPI oppression, do not forget the beginner, do not forget why the initial start." "Compared to previous speeches, there is a bit of contrast, and the reasons behind it are thought-provoking."

Forgotten beginner from China games Four pain

In Deng Chun view, the Chinese game has a lot of pain points, so that the original creation of a happy game lost the original face, the original simple game people often forget the original game of mood, this is the most need to reflect the Chinese game place. In an interview with reporters, Deng Chun The pain point of the Chinese game to four points:

Pain point One, create space closed lag

Compared with foreign counterparts, Chinese game producers are in the high pressure of overtime, always have an urgent need to achieve the next goal, the time and space relative closed lag, there is very little time to reflect on their own behavior. This situation is not only widely in the small and medium CP team, but also in a number of groups often "internal communication" of large companies, because everyone in the organizational thinking is similar to each other is not a good burst of thought Sparks, which in fact hinder the production of quality games.

Because behind closed doors, foreign game producers often think they have been very advanced very cattle, in fact, strong people are many, invisible between the lag. "Deng Chun believes that to participate in the exchange activities similar to the ' China Game product managers ' Conference" can see more good products and ideas, see other people's problems, and how they will make promotion games, will be a good opportunity to improve.

Pain point two, "innovation = death" thinking Taboo

Japan's gaming market has left a deep impression on Deng Chun. No matter what type, the goal is to create happiness, so the Japanese games always emphasize independent innovation, in their ideas to take others ready-made things to use is shameful, for a field of game development, they will carry out very in-depth research, the degree of perseverance is often reached an amazing point.

But in the domestic situation and on the contrary, under the strong reality pressure, the game often degenerate into a simple tool, we are willing to do market-proven game type and play, and even have "innovation equals death" consensus. Long-term homogenization of competition and simple plagiarism has brought great innovation inertia, but also make the domestic game notorious.

Pain point three, collective "quick success disease"

Domestic games from top to bottom are filled with the breath of quick success. The first is the vast number of player groups, with Deng Chun words that they are "typical B-type blood users", often require simple and rough, self-centered, hoping to be recognized by others, like to take shortcuts, do not care about the process, greedy for petty gain.

In this case, many of the game products are naturally designed to be a fast, pit infinite fast extinction products, in fact many times the creator is hoping to make the game fine, want to make the product perfect to show to the player, and despise to do the product of quick money, "but the final data often show that the user value is not these , it is very helpless. "Deng Chun said.

In addition, Chinese game producers often need to face a businessman-style boss, from the beginning of the need to use a profitable product to prove themselves. After the success, the boss will ask to make a more lucrative game, and dragged a big help to make money to support the family, and then senior producers can not "indulge" their own ideals, and then began a new round of the Circle of money movement, and cycle.

The pain point four, the game needs the society to be more tolerant

Different from the Japanese society to the highly cognitive and support of the game, the current Chinese game core users also focus on the young group, in their elders eyes game is a similar to the "scourge" of heresy, the whole society does not fully rational treatment of the game.

China doesn't lack people who love games, but can really adhere to the game for the dream is not much, the Chen and Shi Yuzhu also finally chose to leave this business opportunities unlimited industry, not to mention those who are forced to live the young people, this is the Chinese game is still not fully integrated into the mainstream society the most true portrayal.

Don't forget beginner Chinese game will keep coming near to dream

Compared with the general game people, Deng Chun's game experience is unique, at the time of the university entered Jinshan to do part-time, from the after-sales service, anti-virus engineers, product managers, and then to the hot cool game is responsible for the release of product planners; footprints from home to Japan, and then to the global market; types from the end of the tour, page, function hand, intelligent hand Tour , HTML5 game, in his own words is "what kind of game and players have seen." ”

In Deng Chun view, the Chinese game in 2014 has a gratifying change, not what kind of mode of making money swarmed all to do, but really began to take the route of the fine.

The reason, on the one hand has been washed countless times the Chinese players have a higher pursuit, hope to see better and more innovative games appearing; On the other hand, game makers have reached an unprecedented level of investment in boutique games: the emergence of small and medium teams with creative and entrepreneurial spirit, and the rise of independent games is a typical example, They provide the source of creative power for Chinese games, and big distributors and channels are responsible for tapping their potential, and help them finally achieve successful commercialization, such as hot cool there are "s-Class product Formation program" and "Small God Program", from the need to release the support of the CP to the dream of college students, can become cooperation or support of the object, Use their enthusiasm and creativity in exchange for resources, channels and experience to guide the support.

From the government's support level Deng Chun also felt the obvious change, "the previous game audit is very strict, I remember a game before, there is a strange long like pandas are asked to modify the reason is that national treasures can not be killed." Now this is a lot smoother, there is a clear trend towards international standards. "Recently, the news and publication Sarft said it will introduce a new" Network publishing Services Management regulations "to encourage the support of more original outstanding game works published, and will greatly simplify the game approval process, that is the best corroboration.

With the state of the cultural and creative industry to support the growing, the game industry to support the new heights, which also for the Chinese players to achieve their dreams to provide a favorable condition.

Games in the past 10 years, Deng Chun for the production and distribution of the game has formed its own set of complete system, he objected to the simple understanding of the game as a simple commodity of how much money to make, how much water, how high the Apru value, "To create happiness is never a secondary thing, do not forget why you have to enter the game industry, Want to do what kind of game, that's why I want to talk about beginner. ”