First half of the domestic games market size of 15.6 billion yuan into consolidation period

Yesterday, Analysys international Enfodesk easy to view the first half of the 2010 Internet Data Report, the report shows: 2010 The second quarter of China's online games market size of 7.783 billion, the chain down 0.5%, the first half of the Chinese online games market size of 15.6 billion yuan, Compared with the second half of 2009, the year-on-year growth of 8.3%, compared to the first half of 2009 33.4%.　　China swims the market growth stage stagnation, enters the consolidation phase. Online games market downturn is required by the process of the international summary of the first half of the Chinese online games market, and made its own prediction: on the one hand into the video game experience of many new games into the player's vision, accelerated the old game's life cycle to early warning stage.　　On the other hand, the innovation game is pouring into the market, and has not reached the peak, this period will still be the market education stage, the game market will be warmer, but the outbreak at least 2011 years. User demand is not clear, pay is overdrawn. As a result of independent research and development capabilities, the market supply and demand imbalance in China's online games products, a large number of new games flooded the market. On the other hand, the value of the game is too single, full of all kinds of consumer traps, and the rapid depreciation of virtual props, making a wide range of users to pay more and less, the core user ARPU more and more, the user's pay by the manufacturers profit mentality overdraft. With the landing of the policy, the self-discipline of the enterprise, consumer consumption will gradually tend to rational, ARPU gradually diluted, APA gradually improved.　　After the adjustment period, the market will be stable and rational growth. Enterprise Division of Labor refinement, the return of proxy mode. Yi Forecast 2010 will be the operation of enterprises and research and development enterprise differentiation of one year, "net game management interim measures" on the operating threshold of the improvement more clearly this direction. Innovation firms are pouring into the market, there are a large number of original game outsourcing companies, and operating enterprises are speeding up the excellent research and development enterprises at home and abroad capital integration, and actively in the overseas market layout, at the same time, the production process of online games products more refined, the various links of professional outsourcing companies gradually surfaced, the industrial chain surrounding links also benefit　　At the same time, because the domestic online game product planning level than the United States, Japan, South Korea has a certain gap, the market lack of new types of online games boutique, in order to seize the new market, Agent mode will return again. Policy to the ground, leading the market rational development. "Online game management interim measures" issued, online gaming supervision has been the law. Although implemented on August 1, the first half of the year had a smaller impact on the market as the approach raised market access thresholds and strengthened protection for consumers and underage players.　　However, according to the implementation of the second half, the "method" of consumption traps and other content supervision, will affect the performance of the manufacturers.　　Analysys International analysis that the Chinese network game market is in the growth trough, is the development of the process, the adjustment will take about 1 years time, the second half of the game market overall growth will remain at 4%-8%, gradually warmer. (Edit Zhang Xing)