Eric: The second quarter of online games income drop advertising dropped 29%

In the second quarter of this year, the overall size of China's online gaming market is expected to be 7.34 billion yuan, down 1.8% per cent on a month-on-month basis, according to the latest report.　　The entire online gaming market is at a bottleneck, says Eric. The following is the main content of the report: 2010Q2 Network game overall development of the whole network game market into the bottleneck, the 2010Q2 market size is expected to be 7.34 billion, the chain down 1.8% • Game operators face operational risk and operating costs are increasing, a number of operators quarterly revenue reduction · The Web game market is affected by the overall online game market trend, the chain down 3.2%, the content homogenization is the web game market can not further expand the market size of the key to market bottlenecks, online operators are reducing their own network advertising budget, the overall game operators online advertising scale down 29.4　　% China online game overall revenue suffered decline 2010Q2 the overall scale of China's online gaming market is expected to be 7.34 billion yuan, up 8.8% year-on-year, compared to the 2010q1 1.8% of the negative growth of the analysis: China's online gaming market will suffer its first market decline in the second quarter of 2010, down 1.8% per cent. This is a negative signal for China's online gaming market, and after a cycle of listing and explosive growth, the first market bottleneck will emerge.　　In response to the decline in revenue, operators will make a reduction in operating costs to deal with market volatility, business personnel will be a certain degree of change, the network advertising market size will be affected. The centralized trend of the market scale of operators remains unchanged. The network game market centralization remains unchanged Shanda, NetEase ranked three, total share of the entire market 58.3% of the analysis that: 2010Q2 most game operators have different levels of income fall, the top three game operators market share to maintain a micro-increase, The total share amounted to 58.3%.　　Second group's income share reduces, the living space is compressed, the competition will be more intense. Eric analysis that: the first three game operators total income growth slowed, the main reason is that Tencent in the second quarter of the income fell, and compared to 2009Q2, the first three operators total revenue accounted for 10.9%, further expanding the impact on the market.　　　　In such a depressed market environment, the leading enterprises with stable user base and rich promotion platform and surrounding industry have the initiative and capital to reduce their own cost and risk. Most operators quarterly revenue reduction • Online gaming operators ranked unchanged, Jinshan, network Dragon performance is not ideal • Web game operators are affected, the content of the game to reduce the core competitiveness of the Enterprise Eric Analysis: 2010Q2 more than the network game operator revenue fell, of which, Jinshan and net DragonThe highest decline. Although Jinshan and Shanda joint operation "Sword Net 3" added a part of income, but still can not make up the overall income decline, and the network Dragon product aging problem is the main reason for its income decline, the giant in the "Green Journey" has earned a handsome income, the chain growth is obvious.　　In the second half of 2010, China's network game operators will face greater market challenges, the new game products will be the operator's biggest core competitiveness. Iris analysis that: Web game operators to withstand the market pressure more than a multiplayer online game to operate the product operators, web game products operating costs, although not high, but with the development of the market, similar products want to win the recognition of the players, it needs to pay the marketing costs will continue to increase, Web game Market Size TOP5 operators have different degrees of income reduction. [Page] Web game market synchronization decline 2010Q2 China's web game market size of 550 million yuan, down the chain 3.2%, the market share of the basic unchanged Eric analysis that: China's web game market by the overall network game environment, the market scale is lower than the 2010q1 down 3.2%.　　The biggest problem in the Web game market is the problem of homogeneity products, with the player's requirements for the game products and user experience increasing, the content is too simple and duplicate the same products gradually lose their appeal, the operating risk of web game operators is increasing.　　Eric analysis that: the Web game market in the entire online game market share will not be a big change, when the overall market size is still growing, the Web game market will also rise, but when the growth slowed down or even fell, the web game market will not mature market share can be further. Operators cut Network advertising costs • Game Operators network advertising scale down significantly, the chain fell 13.7%, year-on-year decline of 29.4% • Web game product Advertising Scale is small, the first ten per cent of products only accounted for an analysis: network advertising as a network game operators of the main marketing means, Has been a major concern. 2010Q2 Chinese game Operators online advertising scale of 133 million, down 29.4% year-on-year, the chain down 13.7%, the overall network advertising market.　　In the face of the shrinking of the income market and fierce competition, the operators of the major online games have not expanded the network advertising budget, but are reducing their own cost expenditure. Iris analysis that: At present, the online online advertising network ads in the top ten of all games are old games, the whole market is in the original main game publicity, and the whole second quarter of the new game propaganda proportion is quite small, the game operators are facing product line aging, the subsequent weakness of the situation.　　Web games, the entire 2010q2 only nine-dimensional martial arts heroes a web game into the first 10 of the amount of advertising, ranked third. China online gaming industry trend analysis in the second quarter of 2010 • 2010Q2 the whole network game market into the bottleneck, the synchronization of the web game is affected, 2010Q3 has a new game can be launched game operators in the market share will be more obvious growth 2010q3, the online game market by the summer students consumption stimulation, market size will rebound, is expected to have a total of 5% Above the growth, the market size reaches 7.7 billion yuan 2010q3, the network game operator's network advertisement intensity will increase, July ChinaJoy also can become the promotion network advertisement and the player consumes one of main factors (edit Zhang Xing)