Fish digital: Rely on military games to conquer the war

To make the game a stable and fun business, it is necessary to form a brand, in the next ten years will still stand. Article | Shen Lingli because of "The Battle of the Sky" (War Wings) This 3D air Combat hand Tour, Chengdu move Fish Digital (hereinafter referred to as "moving Fish") the company set up more than two years into the vision of more people. Earlier this year, the South Korean Nexon to 3 million U.S. dollars won the "Battle of the Sky," the European and American iOS and Android dual platform exclusive agent rights. Although in the High-yield card game The big line of the day, flying game is only a relatively small game type, but Nexon this has launched the "Underground City and Warriors", "Rocky", "Run kart" and many other online games boutique Korean game industry giants, but chose to "battle the Sky" The first mobile game as its agent in China. Apart soon, in the 2014 Unity Game and Application contest, "Battle of the Sky" won the competition business class game top prize-gold cube gold. Many hard core players sigh, the original air combat mobile phone game can be so fun. And this game refracts is the mobile Fish Digital CEO Shang rival tour Field two big question ponder: FPS (first person shooter game) or military class and so on more complex game can make good expressiveness and usability on the handset? On the other hand, does this relatively small game type have a higher market value? Do not be surprised to do the flying game players on the phone, in a single game, page tour, end of the platform, and so on there have been some good air combat or shooting games, but in the mobile phone this new platform is still very small. The Flying combat game is one of the most important types of game which can embody the hardware ability, which is very high in the rendering, manipulation and network. At the same time, flying games easy to make dizzy, this is the experience of many players, almost become the test of flying game production level of the ultimate death hole. In addition, flying games often appear more complex, even give people the feeling of procrastination, how to reverse this inertia in the user experience is also a big test on the production. But the moving fish seems a little buxinxie, not only to do, but also to do from the World War II period of anti-Japanese air combat theme, for the Army fan group to make a realistic-oriented game. It seems to be hitting the muzzle. To be aware, military fans pay attention to history and the experience of approaching the real battlefield, the details and authenticity of the research is very strict, any point does not conform to historical facts and military operations of the flaws may be their reason to spit out the game. Therefore, the history of World War II, military knowledge of the detailed mastery of the developers in front of a barrier. The game was originally launched by two people inside the fish. Because they are military game fans, they hope to be in the most popular mobile gaming platform, to create a not to cater to the big environment, easy to play, with rich plot content of high-quality games. In their spare time, they do a good job of 4 months of research: holding history books to study the entire World War II aviation history and learn from everywhere, while searching for nearly 20 years of all the air Combat games, a section to play and write analysis report, repeatedly demonstrated the title of the game set.4 months later, they applied to the Shang to develop a 3D mobile phone game with the theme of air combat in China, Burma, the South Pacific and Europe during World War Ii. Shang has always stressed that the purpose of moving fish is to develop a good game, he felt it was "a sense of", flying games, despite the small audience, but there are still "wings of Flight", "Ace Air Combat", "Pacific Heroes" These popular red, impressive sales, and even was rated as the annual game of the masterpiece. Like "Through the FireWire," is still the domestic market, one of the most profitable online games. So he gave the two colleagues a little bit of resources-a programmer, an art design, a planning, asked the 5-person temporary team to make a demo first. And before the demo, the small team did a lot of prototype aircraft. This is different from the demo for demo, which is used to find out how to achieve the best results. At the same time, in order to be realistic and accurate, let the fighter, mission, terrain and other aspects of the real World War II features, in addition to their own access to a large number of books, publications, historical materials for research, production of a variety of solid model measurement data, the team also visited the China Aviation Museum chief Senior Arts and Crafts and aviation history consultant Chen Chunming old gentleman. The 93-year-old old gentleman is the Flying Tigers mechanic origin, can be called the Chinese space History of "Walking Dictionary", and finally promised to do their "strategist", holding the manuscript, looking at the fighter model, over and over to explain to them. Now into the "Battle of the Sky" studio, can see flying rocker, rudder and other professional analog flight equipment. This is the mobile fish Company for the "Battle Sky" team added equipment and equipment to assist the game to achieve professional military players experience requirements. "Military fans of the age background, aircraft parameters, etc. are very serious." The game is not only real aircraft design, including maps are also real restoration. "Shang said. In order to be close to the truth in flight and combat experience, the fish invited a group of loyal army fans to try, constantly debug the value, the average of almost every aircraft to debug about 2 weeks. The current "Battle of the Sky" research and development team has expanded to about 30 people. Research and development of the core members of 8 people, are senior "military fans", most members have personally developed military games or related game modules, and are Unity3d's first generation of game producers, has a wealth of home computer game development experience. The rate of elimination is as high as 70%. Accompanied by "The Battle of the Sky" was born with "fingertips China"-through the 3D model of China's topography, and with full voice commentary and local characteristics of the music to 4-8-year-old children to introduce the motherland and civilization. This is the use of the development of the "big battle" in the process of collection of historical data produced by children's education works, for moving fish in the 2014 Unity Game and application contest won the best non-game award silver. "What you end up seeing is the tip of the iceberg of the many items that move fish," he said. If one day we no longer have new ideas and ideas, then we can casually from the project libraryTake a section out, are very innovative. "Shang said. Moving Fish is just a company that has been set up for more than 2 years, and Shang's words seem to be extremely confident in the game-development industry, which considers whether or not to have sustained innovation as a risk. It has a lot to do with the experience of the team. Shang has studied in the United Kingdom for many years, and successively in the United States 2K Games, Tencent games and other companies as producers, is the "QQ dazzle Dance" of the first generation of producers. In his decision to start a business, all of a sudden called up more than 40 people, including the original giant Chengdu Branch general manager, the Grand Kam-Day science and technology director, the current move Fish Digital vice president of the Huang sail. So, with the other game team focused on seven or eight people, to do the first product of different play, moving fish at the beginning of more than 40 people into a number of project groups, planning several topics synchronized advance. But these groups are not fixed on this, but a force will be "fish" to kill. Inside the fish, everyone can make an idea; In addition to the assigned development tasks, one day a week can do other things, and half a day is a group discussion time. Once the idea is considered feasible, the company will set aside a little resources to form a 5-person ad hoc group to do the demo first. The requirements of the demo is to show the core play characteristics, quality and the final product quality is flat, the output of subsequent content quality can only be higher can not be lower. The company then reviews the project every month and the review does not pass, and its personnel and resources are consumed by other projects. Shang Summary, do the game need is comprehensive talent. Last year, the turnover rate of the fish was as high as 70%. "The Battle of the Sky" was created in such an atmosphere. Before this, they also developed the "Meng War", "the strongest master" and other games. The mechanism of this internal competition is to stimulate the morale and vigilance of the project personnel. "A lot of projects have gone wrong after the project. For example, some people will think, anyway, the company will give time to finish this project, so relax, the lower the quality. This is a way to make the moment a sense of urgency, the higher the quality. "Shang said. Circle the Army fans in the company's overall development direction, moving fish is not everywhere, but the basic control within 3 categories. "We can't afford it too much." Shang stressed. Fish inside the current only 2 categories of products, occasionally to do an old category, such as SLG (strategy-type game), in order to take into account the needs of overseas markets. Now, military-type games have been identified as a product line for moving fish. On this basis, the fish will also do some breakthroughs at the same time, such as "fingertip China" is an attempt, it does not profit as the main purpose, but to ensure that in quality and Word-of-mouth breakthrough. "We don't start a business if we're going to make money." It's easy for us to get high returns on money when we're working in other companies. Now the game is more about ' fun ' as the starting point. "Shang said. But moving fish as a company is not without commercial considerations. "The Battle of the Sky" after the award, Shang said: "A successful game products not onlyThe market performance is just as important as the production. I hope its market performance is successful. "There is a man in his heart." Shang compared to 2K Games, one of its studios focused on the development of NBA games, only three games a year, 3 months out of one. This studio developed the game for the user groups are fixed, there is a very stable audience groups, and even annual sales are consistent, about more than 4 million ~ more than 5 million sets. Moreover, this kind of game has little need to hype, promotion is the cheapest in the fans, greatly saving the marketing cost. At the same time, the NBA game is a long-term to do the game category, it protects the company's revenue. By contrast, now many tour companies do not know their next game can be successful, if there is no good IP (knowledge copyright) is likely to die. Shang that the 2K games method is worth learning, and for moving fish, military games have the same potential as NBA games. Shang's idea is that the military games as the core target players, the military game as a product line, its iterative way can be the First World War, WWII, Vietnam and other battlefield, as well as aircraft, tanks and other different types of combat. With the improvement of mobile devices, play, performance and so on will also improve. Now "The Battle of the Sky" can be done in addition to mobile phones, smart TV can also play, including Apple, Google's handle can also be used. Therefore, there have been many people proposed, let them "big battle of the Sky" change, trying to let more small white users can come in to play. But Shang does not endorse this approach: "Any game will pick users, there is no need to expand the game user base to deliberately modify the game." "Now the game market environment has been very different from the previous. A year or two ago, a person who was hungry for a day did not eat. Now that the market has a certain degree of saturation, players become picky, and then need to provide a new experience and a mobile phone platform for the type of game. "Do not think of a game take the majority of users, in the market segment to intensive cultivation." Therefore, "The Battle of the Sky" insists on military fans as the core target users, online on the line to carry out the recruitment of outstanding players, but also in the military network, Aviation magazine to do the recruitment ads. But "The Battle of the Sky" is not entirely without considering the experience of the mass players. The game for smartphones to create a special operation, you can rely on the slide screen to complete a variety of special mobile operation, but also specifically made a "one-click tracking" System, allowing the player to fly the aircraft automatic cruise: This greatly reduced the threshold of entry. "It's very stable and playful business. "So, in the beginning, Shang already thought very clearly, he and" The Battle of the Sky, "the team said:" To do this field of products, it is necessary to think that in the next ten years will still stand, to form a brand. " This is also China's small and medium-sized companies are relatively short of things. At present, the life cycle of the general Hand Tour product is mostly 6 ~ 8 months. Shang estimates that the life cycle of a military-themed tour could be over 2.Years。 Therefore, this kind of hand-travel products, although small, one-month income is relatively not so high, but the total income is higher. Now the moving fish digital to Chengdu as the entire rear of the company, while the layout of Beijing.