Choose to force in 15 years, the joint public this game is a little bit long

Absrtact: Select after 15 years of exerting force, the joint public this chess game is a bit long. In the 15 anniversary celebration, the joint Public Board chairman Yangqing announced the future development direction of the joint public, since the company MBO, the Union has re-established chess and card casual games for its core business,

Choice in 15 years after the force, the joint public this game is a bit long.

In the 15 anniversary celebration, Yangqing chairman of the joint public announced the future direction of development, "since the company MBO, the public to re-establish chess and brand casual games for its core business, and other non-core business to peel off." In the establishment of the core business at the same time, the Lianzhong also vigorously develop web-side games and mobile terminal games. ”

This short statement reveals two key words: web-side games, mobile wireless services. These two words are what the Union has been doing for nearly two years.

Break out in silence

The joint public is never a publicity company, which is related to Internet properties, most of the money of the Internet companies are low-key.

What makes the union truly silent is the change in its management's shareholding. Since 2002, the market share of the joint public has begun to decline, in December 2010, the original holding shareholder, NHN Holdings and South Korea's withdrawal. The company buys the shares of South Korean shareholder NHN and Rainbow Holdings and appoints a new co-CEO through MBO (management buyout).

After MBO, the biggest change is more freedom and autonomy. Wu Guo, CEO of the joint public.

It is reported that the joint public in the two years before MBO began to lose money. At that time, South Korean shareholders NHN for their global business considerations and the Chinese market is not understanding, causing the joint public missed many opportunities.

And throughout the history of the union, the biggest loss is "no pursuit, leading to business development slowdown and let Tencent beyond." "In fact, to the audience of 100 million of the user volume, enough to compare the achievements of Tencent today."

The founder of Bao that, due to various historical reasons, the public did not grasp the development of large-scale graphics game opportunities, resulting in the later very lucrative large-scale graphics games (such as Shanda, NetEase and other MMORPG) to make a difference. But fortunately, in mobile internet this piece, still take the initiative, do a lot of work ahead of time.

Tencent's catch-up is not unexpected, strong instant messaging brings the user stickiness, can quickly successfully run any business model. And now Tencent Game Card Room desktop display, is the copy of the mode of the public at that time. "With QQ as the backing, Tencent's achievements are not easy to surpass." Wu Guo said.

However, the main reason why all internet companies try to compete for market share is to "make money". This is not a problem for the audience.

Yuyi, an analyst at Analysys International Network games, says the 15-year cumulative brand and user loyalty can still help them get the financial rewards.

The business model of the online games industry is very clear, this is still in with the profit of the video, electricity quotient cannot compare. At the same time, online gaming is the only one in the Internet that does not rely on advertising revenue as a major business model.

"We also have a intermodal model." Wu Guo said. Through their own products and users to promote the games of other game companies. This is also a key tool for all gaming companies and even for the profitability of App store platforms.

The other "money bag" of the net swims enterprise is the user pays. The data show that the subscriber pay rate of 5%, and QQ game is 4%. This is obviously related to the longer operation time of the joint public. "Many users will not change the game platform casually, he put too much effort inside and get very high results, and some user ID number can be sold to millions of dollars." Wu Guo said.

Mobile Breakout

The official microblog of the joint public has used the phrase "milestones of great change" to describe the new business direction. PC-era from the brilliant to the fall of the defeat, so that the audience must win the battle to move.

"The group has been doing mobile games for more than a year, starting from the four quarter last year, the number of hand-tour users in the terrorist growth." In 6 months, 30 million of the download users, and the growth rate of 150,000 to 180,000 per day, the number and growth rate is not seen in the past more than 10 years. Wu Guo told the newspaper reporter.

According to the data, 2012 China's hand tour market size of 5.87 billion yuan, an increase of 79% compared with 2011. 2013 China Hand Tour market will exceed 10 billion yuan.

On the PC side, the joint public is absolutely called the "originator" of the domestic game industry. The joint public in 1998 was established, at that time the game world's big guy, the Royal Network Chairman Chen also in the securities company to work. 5 years later, the audience became the world's largest online gaming entertainment site, registered users up to 100 million, of which 1 million members, peak at the same time online number 400,000. It is noteworthy that the Internet at that time has not been popular among families.

Like 15 years ago, Wu Guo The positioning of the mobile strategy of the joint public. "Chess card mainly, supplemented by other, do not do platform, multi-party cooperation." ”

It is reported that the future of the joint public only independent development of chess and hand tour, other types of games will be the purchase of copyright, or cooperation into the mode of cooperation, mainly from the hands of the development of more mature South Korea. At the same time, the joint public has moved the mobile business to an important strategic level, to the greatest extent possible, the deployment of the company's resources to support the development of the mobile division.

The promotion channel of hand tour mainly comes from each application store, the joint operation and the hardware pre-installed and so on, among them, the application store pattern is the road which all hand swims the company must go. "Android users have started paying for it, and it's the move that has made countless hand-travel companies crazy," he said. Wu Guo said.

Unlike Apple's closed iOS, Android is open, allowing more products to enter without entry, and users have developed free habits because of their multiple choices. At present, the product for Wang's agitation, the game is strong and so on a variety of factors superimposed together, Android users began to pay a large area.

Almost all game companies in cooperation with the application store, will be divided into the model, the vast majority of the proportion of 3:7, that is, the platform to take 3, the game company to get 7. "The platform is becoming more and more important. "Sadie consultant analyst Liu said.

In fact, the public itself is suitable to do platform, chess and card type of strong user stickiness, coupled with the early accumulation of user resources, it is reported that the joint platform, senior players reached 3 million. "We will not do the platform, because the threshold is too high, the cost of investment is also hundreds of millions of yuan." Wu Guo said.

However, the current market on the monthly profit of more than tens of millions of games not more than 2%, and it is that 2% of the game to earn 90% of the market profits. Whether the public can easily run out of the "Dark Horse" in the hands of the field play the old game business brand value, but also need time to explore.