Female economy of online games: Left Heaven right Hell

There is no doubt that women can hold up half the sky, but it takes skill and the bottom line to make money with beauty and how to earn it.　　Our correspondent Shanyun the beginning of March, "New Shui Hu" for the first time opened a large beauty draft activity "The most beautiful Coser PK" Prologue, the manufacturer took out 100,000 yuan cash to attract the participation of beautiful women, and similar to rely on beauty Bo eyeball activities in the online game industry has been common.　　Online games is one of the most lucrative industries in China's Internet, but it has been controversial, and one of the most important is the mention of online games, it will let us instantly associate with "beauty."　　Not only every year ChinaJoy fair beauty such as Cloud, the game company launched a new game will also be accompanied by the beauty of the endorsement and beauty players to attract attention, online game propaganda has contaminated some of the eye economic characteristics.　　There is no doubt that women can hold up half the sky, but it takes skill and the bottom line how to make money out of beauty and how to earn it. "God" or "tools." Market Research data show: 2003, the proportion of female players accounted for about 8%, 2004, the proportion of female players rose to 16.61%, by 2006, the proportion of female players has risen to 49.6%, female players in the card class, The number of online games such as chess and recreational competitions has surpassed that of men. The average online time of a woman on a network game is about 2 hours.　　Female players have been playing the online game of half the sky, in the future how to tap the value of female players are all online companies need to explore.　　The network game company has not neglected the female this special group. March 2008, the large-scale modern war theme network Game "giant" announced will be tested on March 28.　　Giant Network Chairman Shi Yuzhu (micro-blog) announced that the "giant" to make the most beautiful Chinese network games. And in the game to give "beauty" special care, the giant will be identified as "beautiful" players sent a high recharge, 500 yuan a month, a consecutive year, the total amount of 6000 yuan. And the certification method is female players holding my ID card to the giant network in the country's offices for certification, once confirmed as "beautiful", you can get recharge.　　Shi Yuzhu said, "beautiful" standard must conform to eight words: The facial features are correct, the stature is symmetrical. Everything goes too far, many media criticized online games to promote "pornography", "Violence", which is called "pornography" with the abuse of the eye economy and beauty effect has a close relationship, now online games, whether it is a small production of the web game or large cost of large MMORPG games,　　It has been almost conventional practice to attract players to an exposed human beauty or virtual beauty. At present, many online games, especially web games rely on beauty photos of the eyeball effect to attract potential users, nine interactive marketing director Shanting that: "In the early days of online games products together, the game through the beauty effect of rapid promotion of visibility, it does have a certain effect." But, most players value the quality of the game itself, and will not become a loyal user of inferior game products because of the beauty marketing. At this stage, the industry continues to appear in the beauty marketing events, has let the player produce aesthetic fatigue, the results are more players focus on the beauty and ignore the game itself. Obviously, this kind of beauty marketing often outweigh the gains. "For this, fun Travel Group senior Vice President Zhang that should be viewed from two aspects: the first is that the main user of the web game is still a male player group, to beauty photos, pictures to attract potential users is a more effective means of marketing, as long as the law allows the scope,　　As long as we can adhere to the most basic moral standards, then this is in line with the nature of "opposites attract" law is not "shameful", nor should be blindly criticized. But on the other hand, when the use of the same marketing tool is too rampant, when the number of new users to cover the image of beauty, pictures as the main content of the text can be covered by the decline, the effectiveness will be gradually reduced. In addition, some small and medium-sized web game makers in the early stages of development are often limited in their use of such marketing tools, taking into account the factors of their own development, so there are copyright issues in the content, or the suspicion of violating laws and regulations, or there is a serious discrepancy between the contents of the promotional materials and products "trickery" phenomenon. It must be said that the above phenomenon is also widespread in the current market. In fact, the consequences of such a practice is not only the operators themselves may face the laws and regulations, but also damage the entire industry's social credibility and reputation, in the longer term, the entire page of the industry will bring harm.　　In this respect, we should strengthen the industry self-discipline, call for the improvement of relevant laws and regulations, and establish more effective supervision and punishment mechanism. At this point, Zhang said that the fun tour for all of its platform marketing methods are strictly defined, what kind of content, what style, what kind of promotional materials, both strictly comply with the policy and regulations, but also to meet the characteristics of the product itself.　　But it has to be said that these images of women to be materialized and as a means of attracting male users in the industry is widespread.　　From another point of view, the user is God, online gaming company is the beauty as God or just as a "tool" to attract male players? The female role became the driving force of the male gamers ' obsession with the game, and became the profit growth point of the game developers.　　The feminization of online games is also an inevitable trend, in addition to the feminine character of the game, it is the female of the player. Female players in the current online game is the main consumer or attract male users to enter the gimmick, Shanting: "In recent years, the number of female players has gradually weakened its role in the game to attract male users." At present, from the whole market of online games, the positioning of female players is to focus on the main consumer. "From the value of the entire online gaming industry contribution to see, male players are still the real consumer, this point in the large 3D role-playing and shooting games, as well as netThe field of page gaming is particularly evident. But also can not be ignored is that in the Web games, SNS games, leisure games, the proportion of female users and the proportion of female paid users, even in individual games, female users than male users have a stronger desire to pay.　　But even so, in many SNS games, music and dance theme of casual games, female users are still used to attract male users into the gimmick. Zhang said: "The current female players still fail to become a consumer subject, in more cases is still as a gimmick to attract male users to enter." But this conclusion is only for the industry as a whole, for a single product is not absolute, such as the Fun tour of the ARPG Web game "Fairy Domain" of the core users, female players are not a few.　　"Leisure online games and women in fact, women began to appear in the online gaming industry from the casual network games began." In the past a long time, the game has been regarded as a male hobby, the reason why male users occupy the dominant position of online game users is that MMORPG occupies a dominant position in the market, and the complexity and rhythm of the play is inconsistent with the experience demand of most female players. Therefore, the proportion of female players in traditional MMORPG games is not high. At present, in the traditional MMORPG game, the proportion of female players is obviously more vulnerable, because the traditional MMORPG in the content and play rules are often more complex, easy to start difficult, often make many female players deterred. On the other hand, male users have long been in the traditional MMORPG occupy a monopoly position, and game products are undoubtedly more to serve the main users, so most of the traditional MMORPG in the research and development and design of the target crowd locked in a male-dominated traditional online games users, for female users of "　　Care "is often not very in place and comprehensive. Female players in the traditional MMORPG, can be said to be a kind of "embellishment" of the existence, they are not consumers, but their existence is indispensable.　　Female players play a role in the game to strengthen the main user of the game, that is, the emotional experience of the male players in the game and fetters, for the extension of the game product life, improve the user's adhesion plays an active part. But the rise of a group of dance, racing community Leisure Games has greatly promoted the growth of female users, Tencent can become China's largest network game companies rely on is a casual game.　　When Le net Xiao Yongquan (micro Bo) also thought: "The female player own own consumer demand, especially the Chess card class, the recreational athletics class, the simulation management and so on social class swims, the female player occupies the extremely important position". Before, Korea Samsung (micro-BO) networking Technology Co., Ltd. and Enforever in China joint venture, the establishment of a company called Enforever.china Inc., the Chinese name is called "Touch I Generation", the online gaming community is mainly for women and development. Similar to the development of the online gaming community for women is illustrated, in the socialThe importance of the female players in the District leisure games. In the traditional MMORPG game of male players, the consumption power of female players is not obvious, but the ratio of male players ' consumption is not underestimated. For casual games, female players have become the main body, and their consumption has become the key to the expansion of the game market space.　　Similar to casual games, in the field of mobile internet gaming, female players are also more than male players, with the development of the field, female players will become the backbone of the force. The rise of SNS and leisure games is the development of Internet technology (mainly embodied in the improvement of Internet communication technology and product innovation ability to meet the requirements of users more entertainment interactive experience, such as network video interaction, and the rise of Weibo and Facebook), And the acceleration of urbanization process is an inevitable result on the basis of the promotion of the user's individual in the digital entertainment demand.　　Therefore, Zhang to the rise of these types of games as a "female game users began to become a consumer of online games," said the statement does not negate, but can not fully agree. No matter how fast the development of SNS and leisure games, the game industry has accumulated for decades, and the online games industry with more than 10 years of high-speed development, its user base is still a large group with male as the main body.　　The proportion of female players in the net plays a more and more important role, which is beyond doubt, but to let the female game users become the main consumer of online games, still in the traditional social concepts and consumer habits need a considerable development across, not overnight can be reached. Like Zhang said: "Female players in a short period of time can not become the main consumer of online games, but how to meet the needs of female players, will become the online game industry in the increasingly fierce competition in the market to seek user growth and market expansion of the important means, a large number of female players pay will likely become an important growth point in the Shanting also told reporters: "Female gamers are the main force of Social leisure games, the rise of this type of game, there must be female players to improve the consumption factor." At present, although the relatively low pay users of social leisure games, but based on the female players and games of higher viscosity, more likely to produce the habit of consumption, as well as the development of the type of game market, female players become the main trend of consumption of online games. "In addition to casual games, Zhang that in the field of Web game female players may also become the main consumer groups:" and the traditional client online games, web game products are usually less difficult to start, the user's online time requirements are also lower, these characteristics are more suitable for those who are interested in the game, But there is no female player who can devote as much time as a male player. So comparatively speaking, although the proportion of female users in the web game is still lower than that of male users, the proportion of them is much higher than that of the client net. "In casual games, mobile Internet games, and web games, the role of female players is no doubt, for game manufacturers to contribute more value for the revenue, they are an extremely important user group, and still can play a role in attracting the male player group and improving the product adhesion of male players. As Zhang said: "In these types of products, female players are more meaningful and valuable."　　"In addition, women are born with a habit of spontaneous transmission of consumer goods, which is also an important way to build a reputation for many game products." Zhang to the reporter introduced Fun Tour under the many of the web game inside is active many female loyal players, their enthusiasm for a game is no less than male players. At the same time also found that the female players compared to the male player of a "advantage": "Often female users of the product more ' long love ', they pay more attention to product content in the appearance and the player interaction experience, once like a product, will become a loyal user of the product. "Online games beauty economy's Straight path for online gaming companies, in the future how to correct and better tap the benefits of female players is worth exploring, Shanting that:" Pay attention to women's rights and interests, to meet the needs of women's entertainment, in the production of games combined with women's value orientation, psychological characteristics, hobbies and so on, In order to better tap the benefits of female players. For example, personas are not designed to be exposed, and female gamers have more options for clothing.　　"But how?" Zynga, who just came on the market, told us to use data to do everything, the game is not a simple beauty and eyeball effect, the game attracts people should not rely on the original desire but sophisticated algorithm, for Zynga, the game is the algorithm, is the software, is for the user's behavior habits have planning purposeful human-computer interaction.　　This is contrary to the fact that most European and American gaming companies emphasize gameplay and even artistic traditions. Zynga CTO Cadille Li Hu told reporters how Zynga uses data to play games: "Data tells us what users like and what kind of pictures they like." When we have a game release, we let the user to the other game to find, to play, and then there is a game image. Through the analysis later, found that the user is very much like this user avatar display. Then we put the user's avatar everywhere to use, if there is no data analysis and tracking, this is not done. "Chinese gaming companies may be more focused on improving the quality of the game than on the beauty of attracting attention, whether it's the same as Zynga relying on accurate data analysis to improve the quality of the game or, like jobs, by intuition, calm down to improve the quality of the game is the network game beauty of the economic road.