Entertainment game Chen Xiaoying: platform to win for the small and medium developers disadvantage

Entertainment Gaming Platform Executive vice President Chen Xiaoying

News and technology The eighth session of the global mobile games and channels conference held in Beijing on April 10, the conference will be "dry goods and contract" as the theme. Entertainment Game Platform Executive vice President Chen Xiaoying in his speech, said that most of the platform is to win, no matter how many games, may not be tested at all, without screening, will let you on the platform. However, in fact, this platform to win the volume, will make some small and medium-sized developers of the product is difficult to attract users, it is likely that the game in the online after not much time, will have gone down the drain.

The following is a transcript of Chen Xiaoying speech:

Entertainment Play is a completely new platform and name, so in fact, today, I may not be like the top net said that the topic, do dry goods pure share, I am here to share with you the whole project to do, our products and operators of the original intention and we can for so many here, Today, the CP in the country do what kind of service.

First of all, we are entertaining and playing hand tour platform is Beijing Bo na Tongcheng Technology Co., Ltd., the second project, Beijing Bo na Tongcheng this company is subordinate to the China-Sai Fu Investment Group, China and the rich investment group in 2012 investment performance is very prominent, we invest in the field of mineral resources, financial industry, consumer industry, Cultural media and other major industries, industrial and financial capital have done a good docking, the investment amount reached 10 billion. That Bo na Tongcheng is a wholly-owned subsidiary of China-Sai Fu Investment Group, is also the only one for mobile Internet applications and technology development companies, last year we did a project is called Buy, is to do two-dimensional code sweep code consumption software, and this year we also watch the hand tour this industry, Into this market to do entertainment play platform.

Before I did this project, we actually experienced about three months time, many people in the industry will often ask me two words.

The first sentence: hand tour industry So good, your vision is really good, so you chose to enter this industry.

The second sentence: there is another voice said to me, the platform so much, you enter the time is too late.

I want to tell everyone here today why we chose to enter at this time, I do not feel very late, because we have done enough preparation, has been in the previous three months to integrate a large number of resources under the group, can provide the whole parade industry to bring innovative marketing model ideas, we decided to do such a thing. You can see now on the big screen is our whole entertainment play platform of the first interface.

You can see that we have chosen to do with some of the industry's major platforms do not quite the same choice, the common platform may be like the App Store this type, to make large stores, large platform, and the UI, logo completely not much innovation. So you would think that every platform might be just your name, but at least I think we're going to take the first step.

Entertainment game platform positioning is to do focus on the interactive entertainment platform of mobile games, we hope that through this platform to integrate our own internal marketing resources, so that more small and medium-sized teams and well-known manufacturers to join our long-term partner. Today in fact we have our own entertainment outside the booth, a lot of friends have just been able to download our Android and iOS version. In fact, our release today is only beta, not the full version, we fully add the integration System version, will be formally user-oriented in early May. and the current beta version is only for our own hand tour of the industry, the face of CP and we will do a small scope of the test.

This shared some of the things I did for this project for three months and I got some deep ideas from some CP, from some small platforms. Why do we want to do different positioning, not the same thing, because I feel that there are now in the industry of these kinds of situation.

First, I think most of the platform is to win by volume, today I no matter how many games you have, I may not be tested at all, without screening, will let you on my platform. However, in fact, this platform to win the volume, will make some small and medium-sized developers of the product is difficult to attract users, it is likely that your game in the online after not much time, you will have gone down the drain. And some platforms are what products are connected, I think the user experience will be very poor. Although this inside actually we on the on-line this Android's 100 variety game, we have passed my lowest threshold test to come in the game, everybody under the frame two, because what? Because we think the user experience is very bad.

Second, we will also see a number of large platforms, they will require some CP can continue to provide a continuous batch of games to them, the game of a single manufacturer of the pressure is very large. We got some feedback when we contacted some of the top European manufacturers, he said that every year you want me to take hundreds of games to come in mainland China, it is very simple, but a single computer and online games is completely different, the life of a single machine may be relatively longer, and manufacturers will want to say that my game may be a year, two years, there are people playing, Others are paying, they are unwilling to give up such a good quality of the game. But because in this batch on-line platform, it is impossible to give a lot of CP to do follow-up promotion and marketing cooperation, now there are many mainstream platform, you will find more and more large manufacturers, well-known CP, its ranking ratio has begun to grow, very high.

In fact, the following will be the capital operation, we believe that the big manufacturers and small and medium-sized developers of the gap between the larger and bigger.

In addition, everyone is very painful, each platform will have their own SDK requirements, in fact, we also have, but we may be more different, because our way of cooperation is very flexible, I do not have to access the SDK, and I am not completely closed resources can not be opened, We are now completely free to disclose some of the marketing resources we are going to introduce below. I am very grateful, very disturbed. My entertainment play hand platform has not been online, we have been many large platforms in the industry as a competitive object. And do not accept us to do any advertising, nor accept us with some simple initial cooperation mode of entry.

Here I would like to say that we are not the same, we are more open, I even welcome the same type of platform with me to cooperate, the mode of cooperation we can discuss.

The other is that there will be a lot of small and medium-sized companies, in fact, very lack of such funds, operational capabilities caused by this innovative attempt, just Wang, 邝 go all mentioned, hand tour industry we now do not need to change the skin, cottage, brush list and so on, because we are not in the flow of the current, product set, this platform will not do, The game is not done, the company may have made money ran, these things are not what we want to do, our company hopes to be able to give more support to small and medium-sized teams, so that everyone has the energy to do better, original quality games.

Some people will ask me, why choose Entertainment to play such a company, your innovation point where? In addition to our own very distinctive product features, including today everyone around the venue, including our ads can be seen, we stand out to play the first gun is not the same, I only hit my logo, But our logo is also different from other possible design ideas. We want to be able to bring some very distinctive UI to you first, you have to be very good, and then some of our products feature something to attract you again. It must be very important that we have a very good quality, very able to pass the game resources.

In addition to our strengths, our company has a very strong marketing promotion model support and our resources. So why do we think we have a chance to enter now? Because a lot of mobile games you will find that the quality of the product itself is only a foundation, in addition to this foundation, I believe that many of the following companies, your game requires us to provide marketing, branding and other follow-up support, You have a chance to succeed. Then we have a platform like this. So I would like to share my resources first to pull you, or both sides have done a successful case, so that our platform can also be rapidly developed.

Below for everyone who did not install our client's friends to see. The first interface we entered first was a very interesting definition of what our product people were doing, we called the Thunder Grant page, and the whole interface opened with a sense of mine, and we had three main function keys on the top of the mine, which is less than the other interfaces. Interface we hope to do very stylish, fast, convenient underground download all the software. On our platform recommended page here all the game button, is a long hold down can be directly downloaded, may save a lot of your game after the selection of the cumbersome steps to download, can be more justified underground load. In addition, we in my favorite this inside, our product staff carefully designed a set of algorithms, you can select your sex on the label, the type of game you like, and so on, and then recommend the appropriate game.

In addition, we will have other platforms have the introduction of video and so on, but we are only to do their own exclusive content. All of our games can be online on my platform, must be through our own strict quality of the game standards, our current standard is from DCBA four, C-level above the game will be possible to enter our platform, our platform game standards are used in Europe now top manufacturers test standards. I also heard a number of platforms said, may now because of the game too much, they may ignore the game test link, without screening the game on the platform, in my view it is very harmful to the user's experience. So we are in the quality of the game, at present, I have confidence to say that our testing is very strict, you can see now in my client inside the 120 game, although we talk about the BD time is relatively tight, about one months time, But we guarantee that each game will be online after our test. In addition our game is guaranteed by green security, we do not do any of the cottage.

We'll have our own exclusive game video, we already have a signed strategic partners, signed the five European competitions in the video game, we will be in accordance with this variety show, Japan and Korea, the video program, the psychological interview and so on after the game of the exclusive video of our customers. In addition, we will have exclusive gift package, including our regular consumer feedback and other activities.

Everyone will have channel choice of sleepy, here I would like to appeal to you, I hope that in the following a lot of CP in the choice of platform, the rational choice, do not blindly follow suit. A lot of people will think we say this, is not the content of your CP, you can say so, in fact, is not. Why? Because now I understand, there are a lot of not to say that these 10 mainstream platform you are on, you must have very good results. We must be very understanding of their product positioning, choose a high degree of cooperation with the platform to cooperate. We hope that all of you will choose to entertain and play because we have the advantage of being irreplaceable and irreplaceable, and we can use our own influence on the market and the control of the mobile internet entrance. The so-called now often talking about the mobile internet portal, perhaps two-dimensional code has become a major means, and we are a two-dimensional code technology companies, with our mobile Internet access control, we want to be in their own channels with other platforms to carry out a number of differentiated operations.

Here is a brief introduction of our company's resources, first of all, we have reached a long-term strategic cooperation with the Chinese Youth newspaper, in China more than 20 provinces, more than 200 colleges and universities, put a direct to the University Dormitory magazine, this magazine has 16 pages of content will be specially taken out for the game industry services. This can be soft text, advertising, branding, sharing, even the game directly recommended download. We all know to do the end of the tour with a lot of industry people know, game a lot of things want to enter the school, has been very difficult, and really can get into the dormitory, I believe we will be the first, and we are the first Chinese with regular issue number can sell the magazine, but this year we all free, We hope to have more students from college to experience our magazine and experience our own original content.

Beijing Bo na Tongcheng city has a Fangshan County, Changping, also Zhuang County and so on seven subway lines of advertising resources, subway line advertising resources, in addition to the subway escalator next to the ads are not used outside, all the rest of you can see the ads on the place, we can open to provide to the game manufacturer.

There is also a very fresh one, which I believe has not been tried before, we will be on the whole Beijing subway line, next to the passengers buy tickets, there is a place called Beijing Subway passenger convenience welfare point. This benefit point we will use for the game and the application of the free installation, that is, when the passengers at the end of the exit, you can enter our service point, there will be dedicated staff for your game and the application of free installation. We hope that all of these outdoor media to share the precious resources to the CP for all-round three-dimensional promotion and cooperation.

We also have Beijing 8000 bus resources, bus we can now cover more than 360 lines, is in the Beijing urban area and the surrounding suburbs can be used. And the advertising on the bus, that is, we are more familiar with the chair back, the rise of the advertisement, and so on, even the body ads, we have taken out this year to share. More We also have some such as campus installed alliances, such as we signed back to the national chain of catering groups, including KTV and so on group resources, this year I hope we can see in the market we have a different game marketing promotion of the new model to try.

And just now you've heard us introduce so much, is our advertising resources, may be very happy to have so many resources can be used, but we will give you a professional market segmentation, may be more suitable for your game in schools to promote, your game is more suitable for white-collar people, is in the subway, public transport promotion. We all give advice and solutions to this kind of marketing effort.

Here we also have a focus this year, we have proposed that we should do nesting plan, including a center, two plans, six kinds of means. A central nesting program is derived from the meaning of Sarch, we hope that we have a new platform for the on-line, to attract more and better small and medium-sized developers and partners, become our long-term cooperation, we can coexist, win, and a total growth.

As we run through the whole project, there are six ways to support, we will have free games regularly on the client with some of the site to do some activity support, it is important to cooperate with us game settlement cycle stability, because we have the rich, so we give a lot of small and medium developers do not be afraid. The other is just mentioned online, offline and 30 million of the incubation fund, can be taken out in all directions for everyone to support.

Actually said a lot of our advantages, our resources. Here in the end I would like to thank those who appear on the big screen of these partners, may not be very complete, but here basically these partners, is our early on the line, gave me and my team a lot of support.

I am very grateful here, because of you, this year we will certainly do better. We entertain and play hand platform only to do the ultimate, I hope that with all of you to do symbiosis, win, a total of growth, thank you.