Double transition: Blue Harbor to join the mobile game Wang Feng denied himself

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Blue Harbor Online CEO Wang Feng

Sina Science and Technology Menghong

Yesterday evening, Blue Harbor Online CEO Wang Feng stood straight in the game company's office area, wearing light-colored shirts and dark jeans, a red-coloured hoodie like a big scarf tied in front of the chest. He waved his arms, his words pitched, his glasses black, and he could not conceal the excitement of Wang Feng's outward bubbling.

"Blue Harbor!" Wang Feng shouted loudly.

"Win!" Close to the hundreds of employees gathered nearby answered and.

Wang Feng again shout, they again and, as many times.

The scene should be remembered by Wang Feng and the Blue Harbor online staff for a long time. In fact, in Wang Feng's impression of the 2007 Blue Harbor online since the establishment, such a state has probably appeared six times before, mostly for a client or web game, and this time is for freshmen. Wang Feng said: "Blue Harbor today officially become mobile gaming company."

Plunge into the mobile

Humiliation, was used to describe the Blue harbor these years. In the fierce competition of the client market, Blue Harbor to catch up with the tail of the boom; in the fast-growing web game market, Blue Harbor missed the first wave of opportunity; in 2011, the launch of the "Crazy Hamster" on the ipad platform has rushed to the top, Blue Harbor has not decisively embrace the new trend

"We always think we should get up, but no", Wang Feng said "We are stupid." In stark contrast, Wang Feng's investment in the game company, often can achieve more eye-catching results.

Past experience, often let Blue harbor a kind of "hunger", and constantly find the way to survive. Last July ChinaJoy, Wang Feng threw a point: "Page Tour will be the last dividend on the PC Internet." At that time, the page tour has accounted for more than half of the income of Blue Harbor, but Wang Feng has never said that Blue Harbor transformation into a page tour company.

Because Blue Harbor wants to find a more reliable direction.

Wang Feng analyzed several directions. In the end of the tour, the industry pays more and more attention to the heap of resources, push the luxury version, blindly pursuit of perspective, screen, rather than in the play, and produced a lot of fake games and fake producers. As an extension of the end of the tour, the page is also immersed in the plight of transport, most of the revenue by the platform side away.

"And the page swims the process of the hand, the biggest change is to push the game, in the limited space release play", which makes Wang Feng very interested, but technically not too many thresholds. The important thing is that the mobile gaming industry is still a better place to compete, and companies are often instrumental to each other and trying to build industry organizations.

More let Blue Harbor to mobile game favor to increase is, the mobile internet agitation is strong, have several allegedly this year domestic iOS equipment's quantity can be over billion. "This is more than the national PC," Wang Feng recalls.

So last year, Blue Harbor, the first mobile game "Sword of Kings" in the internal project, Blue Harbor from various departments from the backbone of the patchwork team, including front-end, server, art, planning and other positions, the establishment of Mobile gaming division responsible for this matter. The earliest beta version took 10 months of development, followed by multiple content adjustments.

The Sword of the King

According to the disclosure, the end of last year's online Android version of the Sword of Kings, the current monthly income has nearly 15 million yuan. "We do not do mobile phones for speculation, when the development of the game did not think one months to earn millions," Wang Feng said. In fact, Blue Harbor does not have enough experience in mobile games, the first to launch an Android version is regarded as a proof.

But this also brings a benefit, that is, the Monday on the iOS platform on the line, "Sword of Kings" after version iteration, can provide players with the game content support has been raised from 1.5 months to two or three months.

Blue Harbor every week will be intensive product analysis will be held, end of the tour, page tour, hand tour three themes will each occupy a day. "We spend most of our time looking at products, more comfortable in project control, not a model for the programmer to develop," said Wang Feng, who is trying to stay sober on the project.

From the framework, the Blue Harbor abolished the research and Development Center, the operation center concept and the structure, the related personnel flattened to the project team. So each project has a corresponding research and development manager, Operations Manager, Customer Manager, Master planning and so on. Weekly projects are discussed in game products, including customer service participation in the late production of the game.

For mobile games, Wang Feng summed up a few points: first, to excavate social attributes, the second is to have differentiation, the third is to carry out compound innovation. "Do not do micro-innovation, to do compound innovation", Wang Feng explained that a lot of Japanese games is this way, such as card licensing clearance and the combination of three, he also stressed that game innovation can not see the United States.

The Sword of Kings is based on this logic. For example, the game draws on the horizontal version of the arcade model, referring to the Blue Harbor prior to the page in the form of the system, and the rhythm to fill the user's debris time, in addition to the development team from the "Torch Light" in search of inspiration. Of course, this "hodgepodge" model has also been a question.

But lets Wang Feng quite satisfied is, these two years Blue Harbor game Research and development system project management Ability Gradual enhancement, "we from the project to come out, just the time length has the adjustment, but did not push back the detours", Wang Feng said.

Deny yourself

Blue Harbor is changing, and Wang Feng is changing.

Six years ago, the founder of the Blue Harbor online only half a year, Wang Feng, has released Hao said: a year of development and expansion, listed in two years, three in the first camp. At that time, the perfect space-time (after renaming the perfect World) after the establishment of 40 months on the Nasdaq listing of the story, but also constantly stimulate the Chinese online games counterparts.

Six years later, Wang Feng for that year said "so silly x words" and feel "disgrace." He said this not because the beginner didn't come true, but because of the loss of "the".

"Do not care about the status of the river," Wang Feng is now the idea is to make money, the listing is not important, he hopes to gain a good reputation in the user. "If the player thinks we are reliable game company, may also jump out one or two very good game, this is the success", Wang Feng wants is makes the game to bring the happiness.

This is not without consideration of benefits. In fact, the income still can bring to Wang Feng quite excited feeling. For example, he said, the iOS version of the Sword of Kings late yesterday 10 o'clock in the morning data showed that Apple users pay penetration is three times times the Android, and the ARPU value is twice times. Wang Feng estimates that the total billing capacity of the iOS version is three times times the Android version.

The game in the Android platform by 55, on the Apple iOS platform can get 70% revenue, so Blue Harbor is expected to "Sword of Kings" monthly income of 25 million yuan should be no suspense.

"Six years of research and development and promotion of 14 games, involving end-trip, page tour, hand tour, Blue Harbor to become a living fossil," Wang Feng yesterday afternoon to all employees frankly, startups do not need to see the foundation of Evergreen, but should be afraid of tomorrow's breakfast there. Wang Feng said: "To become a mobile gaming company, we are the most crazy, the most daring, the most no retreat of the transition."

Speaking of this, Wang Feng suddenly shouted: "Blue Harbor!"

"Win!" Employees should be.