End-Travel market growth slowed down, micro-end light online games into a new growth point

According to the Chinese Game Industry Report 2012, released by China Zhing Games, the actual sales revenue of last year's end market was 45.12 billion yuan, an increase of 23% per cent, compared with the average annual growth rate of 40% to 50%, the market growth of 2012 year-end tourism was significantly reduced. After more than 10 years of rapid development, China's end-travel market into the adjustment period. Industry analysts believe that the end of the product has been faced with life cycle problems, this is the game enterprises to face the problem together. A number of online games giants began to force the page tour and hand-swimming, such as micro-end light online games to solve the situation of end-travel weakness. 23% VS 40%-50%, last year end-travel sales growth slowed in recent years, China's online gaming market has maintained a high-speed growth. Relevant data show that the 2013 domestic online games market size will reach 68.5 billion yuan. At present, the game industry mainly divided into the client game camp, the Web game camp and the mobile game Camp three camps. Among them, the client game still occupies a large proportion of share. According to the 2012 China online gaming Industry Report, released by Eric Consulting, the net income of the whole year is 51.8 billion, of which the end swims occupy 77.7% of the share. 2012, in the domestic game market, Tencent, NetEase, Sohu tour of the top three. Specific to each game manufacturer, according to the recent annual report of Shanda game shows, its 2012 Q4 operating income is 172 million U.S. dollars, year-on-year decline 29.6%. As a veteran gaming company, this is the first time a grand game has fallen out of the game industry before three. And its rivals ' world-touring income was $173.5 million a year. In fact, it's not just the rankings of game companies that change. After more than 10 years of rapid development, the Chinese game market is entering the adjustment period. Among them, still occupy the net swims the big head of the game market the growth of the end swims is slowing down greatly. According to the Chinese Zhing game of the data, last year end of the market real sales revenue of 45.12 billion yuan, an increase of 23%; Although still growing, but 23% of the growth rate and the past 40%-50% per cent of the average annual growth rate, 2012-year end of the market growth significantly. Into the 2013, has been in a smooth period of the end of the game is still the main force of competition in China's market, but in the face of web games and mobile Internet games, how to break through the end of this year can swim out of the trough of the key. There are two main reasons for the slow growth of the end-travel market caused by the double attack of the tour and the hand. On the one hand, the client game face web games, mobile phone games and other micro-end of the diversion of the net. Let's take a look at the data comparisons. Today's end-markets have been less than a year in a year, with growth rates falling more pronounced in previous years, both in terms of market income and size. At the same time, the market size of web games and mobile games is expanding rapidly. Last year, Chinese online gaming users paid up to 51.8 billion per cent and growth slowed to below 20%, while web games and mobile gaming led to a rapid growth in the entire gaming industry in 2012, according to analysts ' latest analysis. In addition, fromThe current market pattern is also seen in the 2012 annual inventory of online gaming market, published recently by the Analysys think-tank. 2012 China's broad web game market than 2011, the client game market size increased by 19.5%, web game growth of 76.6%, mobile game growth of 41.8%. It can be seen that the end of the market has been gradually eroded by the page tour and hand tour. In short, in recent years, the rapid development of web games, page tour market unprecedented prosperity, the increasingly large-scale web games, standardization, specialization and product diversification have greatly impacted the client network game market. With the continuous efforts of practitioners, page tour of the game screen and the mainstream play has been and the end of the 2D products are comparable, and its point with the convenience of entertainment, making the page swims more and more by the popularity of online gamers and recognition. And the rapid popularization of smart phones, tablet computers is to let mobile games gradually become people's lives and work inseparable from the part. Because it can effectively segment people's debris time, plus the advantages of easy to operate, easy operation, mobile games become a large number of non-professional players preferred. In the two strong attack, the end of the market to decline is not surprising. On the other hand, from the end of the tour itself, because the game's core play and form of aging, innovative, not enough to meet the changes in user needs, resulting in reduced loyalty to the player, per capita consumption decline, the company's income is reduced. To micro-end light Online games transformation is the trend facing the decline of the end of the tour, as well as the page tour, hand tour, such as micro-end of the rise of light games, game manufacturers are imperative. First of all, in the end of the game market, the need for more in-depth segmentation, by seizing the market segments, the gradual introduction of market segments of different styles or differentiated products, is a 2013-year game manufacturers to break out of a major key. Now the main battlefield of domestic game manufacturers, has been from the MMORPG to the game market segmentation, Precision tillage and innovation has become the inevitable trend of market segments. has always focused on the market segments of the Tencent game, in action, shooting, MMO, sports, leisure, page tour, such as the six major segments of the product layout more refined. Second, move the desktop game user gradually to the mobile end. Active users have become the low-end players of this era, while mobile game players, especially large hand-tour players are often the era of high-end players, the general hand will have a good iOS or Android devices, these high-end players are from the early end of the market. In today's market environment, the cost of making a trip is extremely high, and it is easy to encounter a number of bottlenecks. and leveraging client products already have user resources, can quickly absorb users, reduce user access costs. What can be expected is that the competition will tend to the white-hot, the game will also be the choice of players to diversify. Is the so-called under attack only to break through, in the crisis in order to breakthrough, page and hand tour development, very great impact on the end of the market. In this case, how to meet the needs of the market, and gradually introduce different styles or differentiated products, is bound to be the net game manufacturers this year a major breakthrough.