Culture Department "09 China online game Market white paper" Summary

BEIJING, January 19, a day ago, as the online gaming industry authorities, the Ministry of Culture for the first time published the "2009 China online game Market White paper" (hereinafter referred to as "white Paper"). The White paper reviews the overall situation of the development and management of China's online games in the 2009, publishes the authoritative data of China's online game market in the 2009, predicts the basic ideas of the development and management of the network games in the future, which will be of great guiding significance to standardize the network game market and promote the development of

The following is a summary of the 2009 China online game Market white Paper

China's online gaming market is booming

2009 is the tenth year of the development of China's online gaming industry. In the past ten years, under the guidance of relevant competent departments of the state, Chinese network game enterprises have been pioneering and innovative, making China's online game market develop rapidly and become one of the most important parts of the global digital entertainment market. In the 2009, China's network market continued to maintain a better operating posture, the market size has maintained a more stable growth, product types are constantly rich, overseas export growth accelerated, market competition is more intense.

In terms of market size, the size of China's online gaming market in 2009 (which includes only game revenue for gamers, excluding overseas export earnings and income from other profit models) was 25.8 billion yuan, up 39.5% per cent year-on-year. Among them: Domestic network game market size reached 15.78 billion yuan, an increase of 41.9%, accounting for the overall market size of 61.2%.

From the number of products, as of the end of 2009, the Chinese market a total of 361 large online games in the open test or commercial operation phase, compared with the same period in 2008 to increase 68. 2009 a total of 115 large-scale online game products through the Ministry of Culture review or record, including domestic games 80, import game 35.

From the market structure, the large multiplayer online role-playing game (MMORPG) is the dominant force in the market, 2009 MMORPG accounted for the overall network game market ratio of about 79%, the market size reached 20.38 billion yuan, compared with 2008 growth of 35.2%. Advanced Casual Games (ACG), the growth rate is accelerating, 2009 senior casual games accounted for the overall network game market scale of about 13.8%, the market size reached 3.55 billion yuan, compared with 2008 growth of 49.7%.

In terms of overseas exports, China's online gaming overseas exports amounted to $106 million in 2009, up 47.2% from 2008, compared with a year-on-year growth rate of 30.9% per cent in 2008. At present, China's independent research and Development network game export mainly MMORPG, advanced casual games less. By the end of 2009, there are already 51 domestic large-scale online game products have been exported to Asia, Europe, Africa, North America, South America five continents, throughout the United States, Britain, France, Germany, Italy, Saudi Arabia, Brazil, Korea, Japan, Thailand, Singapore, Vietnam, the Philippines, Russia, Taiwan, China, Hong Kong, China, nearly 50 countries and regions.

From the market competition pattern, as of the end of 2009, there are 499 network game operators nationwide. 2009 Network Game Operators market share rankings have been adjusted, Tencent replaced Shanda to become the first, grand and NetEase separated favorite, the top three total accounted for 52.9% of the market share. The top 12 enterprises in order Tencent, Shanda, NetEase, Sohu Swim, perfect time and space, Giants, long tour, Guangyu Huaxia, nine cities, Jinshan, net dragon and Century Tiancheng, they occupy a total of 87.7% of China's online game market share.

In terms of investment and financing, the global financial crisis has reduced the total private-equity investment to Chinese companies in the 11 months to 2009 years ago by 12.3%. But the online gaming industry remains a major concern for all types of equity investors: in 2009, children's virtual community games and social games were favored by venture capitalists.

Second, the network game for China's social and economic development has played a positive role

From the above data is not difficult to see, after the development of the past decade, China's online gaming industry has developed into a large-scale industry. Moreover, as an important part of the cultural and creative industries, the online gaming industry is constantly merging with the traditional cultural and entertainment industries such as film, TV and music, further expanding its influence on China's social and economic development.

First, as a new cultural and entertainment products, online games have actively promoted the inheritance and development of Chinese culture. On the one hand, the content of the online game itself has a strong cultural color, game world outlook, scenes, figures and so on without a strong "Chinese wind"; On the other hand, through the integration of film, TV, music and other cultural and entertainment industries, the cultural radiation power of online games is further expanded. At present, online games have actively assumed the mission of cultural communication, and are contributing to the dissemination of Chinese excellent culture to China and even the whole world.

Second, the network game industry is in the technology innovation and research and development and other industrial value chain high-end link, with creativity as the source, at the same time and information technology close together, is a high value-added knowledge-intensive industry, is a low energy consumption industry. The data shows: the net profit margin of network game enterprise with independent research and development can reach more than 50%. The development of the online game industry plays an important role in the overall coordinated development of China's economy and the further adjustment of industrial structure.

Third, as a booming industry, network games not only in their own development at the same time create a large number of jobs, but also with other modes of economic production and operation of the combination to promote the media, IT, telecommunications and other industries, the development of indirect production of a large number of talent needs. Moreover, because the network game industry's demand for talent is from low-end to high-end multi-level demand, in 2009 only the online gaming industry, more than 10,000 new jobs.

Finally, as a new cultural way of life and an important way of cultural consumption, the network game has been favored by the masses, its 2009-year income scale reached 25.8 billion yuan, far more than the traditional three entertainment content industry-movie box office, TV entertainment programs and audio and video products distribution, Is the growth bright spot of our country economic development under the financial crisis environment, and the goal that the country expands domestic demand is consistent.

Finally, China's online game products in the overseas development momentum is good, promoting the export of foreign exchange. To perfect time and space, Network Dragon, Jinshan representative of a group of outstanding enterprises through copyright trade, joint operations, set up overseas subsidiaries independent operation and other ways, China's network games exported to Asia, the Americas, Europe and other countries, for our exports to make contributions, 2009, China's online gaming exports reached $106 million trillion, an increase of 47.2% from 2008.

Third, the current network game market existing outstanding problems

The rapid expansion of the network gaming industry, prosperity and development of the process, there have been some outstanding problems. Moreover, because the network game brings the negative influence to be more concentrated and widespread, has long been the social public opinion attention and the focus, has formed the disadvantageous network game market stable prosperous atmosphere, has destroyed the network game industry image, has hindered the industry sustainable development. Currently, the main problems in the online gaming industry are as follows:

First of all, the vulgar content of online games affect the healthy growth of minors, destroying the industry image. Some online games contain pornographic content, and some games to "gang" as the theme, and to carry out vulgar propaganda, to promote violence, pornography obscene, gambling games repeatedly banned. The vulgar wind of the network game industry mainly exists in the market promotion link, some game operators, promotional companies in order to pursue the promotion of short-term traffic effects, often to play pornographic and obscene edge ads to entice users to click, and these contain vulgar content of the game ads to the industry has brought a very bad impact, seriously damaging the industry image.

Secondly, the addictive factors of online games are not conducive to the academic and health of minors. At present, China's large network game players under 18 years of age of young players accounted for the overall proportion of 17%, to 11.783 million people, some young people addicted to online games, affecting school and health, and some even embarked on the road of illegal crime, social repercussions are very strong. The research data showed that among young online gamers, the average number of teenage gamers who played 1-5 hours and 20 hours per week accounted for 47% and 19.1% respectively, compared with two and 26.3% of adult players. Visible, young gamers in the game Time control, game addiction and other aspects of the situation is better than adult gamers, online games on the negative impact of teenagers better than people before the worst expectations. However, the protection of minors is always hanging in the network game Enterprise Head of the Sword of Damocles, must always cause the attention of industry enterprises.

Thirdly, some network game enterprises ignore the protection of users ' rights and interests and easily cause disputes. At present, some game operators provide security protection measures are not in place, player account number, virtual props lost, theft is serious, and in the player account was stolen, some operators did not actively assist the player to retrieve the account; A lot of players have been the experience of no reason, a lot of game operators to provide customer service is not in place, Seriously affected the user experience, some players also encountered the problem of network fraud in the game, in addition, the quality of the server, false publicity, recharge the process of middle-class problems also have a lot of complaints. Game enterprises in the user rights and interests of the lack of protection must trigger the player's complaints, accusations and even resistance, it is easy to trigger the conflict between the two, and may even lead to mass events.

Finally, the homogeneity of the network game is still serious, the product structure is unreasonable. At present, to "play Strange, upgrade" for the standard routine play has become China's independent research and development of MMORPG class game formula; for casual games, the domestic game companies in a casual game after a success often blindly followed by the introduction of a similar game; since 2009, the popular social network game, Also concentrated in a large number of "vegetables", "rivers and lakes" and other types of games. Just relying on "fast" and "imitating" to launch a lot of homogenization games is not a normal market, and for businesses and industries, a lack of diversified products will ultimately make it difficult to achieve sustainable development.

In addition, the existence of vicious competition in the industry, talent reserves and other issues also limit the development of the industry.