Cloud Joint Technology "thin client" play lifting game

Dundee has a few of the founders of the calm, this calm is in line with his entrepreneurial way: first breakthrough technical problems, and then with the official background of the telecommunications operators to cooperate.

Dundee is the founder and CEO of Beijing Yun Lian Technology Co., Ltd. (hereinafter referred to as "cloud-linked technology"). In 2009, he led the team to develop a cloud based gaming platform technology that allows players to play the most popular high-end games, without having to upgrade any hardware devices, by configuring terminals such as computers, mobile phones, TV set-top boxes, netbooks, etc.

This seemingly "Arabian Nights" in the cloud game, in recent days with Intel, soft silver and other strategic investors with tens of thousands of dollars of funding. The young founders were confident about the future, so they moved the company to 798 of Beijing's famous literary and creative gatherings. Dundee hopes the company will be able to draw on some of the creative ideas that are not tied to the technology and business model.

"Thin client" play lifting game

The game from the game machine or computer separation, freeing the game development and hardware limitations, for users, no longer need to play for the game to purchase a top-level configuration of the computer.

2009, China's cloud game began to wake up. At the China Joy Show in July, cloud-linked technology released the latest GODHD (HD-game-on-demand) technology, which, like American onlive, could be used to run the latest high-end games on a general-purpose computer that had previously been available only on high-end computers.

From the user feel, as if in a 3.3M only client to play the need for high configuration to give the power of the heavy game.

"A simple explanation for cloud games is to run a variety of games on our cloud server, and then the remote server will compress the images and send them back to the player's computer in real time." This is the new game mode, to the cloud Way, the original game market barriers broken, computers, mobile phones can play. Dundee to the "China Business Newspaper (blog, Weibo)" reporter introduction.

To separate a game from a game machine or computer free game development and hardware limitations, for users, no longer need to play for the game to purchase a top-level configuration of the computer, even with debris time can pick up the phone and "comrades" to fight together, which seems to be a good game experience, but "thin client" The weight-reduction problem is not easy.

Like Google, the front end looks simple and convenient, from the background of complex programs and large operations. For startups, what is sometimes missing is not technology but the company's operating and adapting to the market environment.

The cloud-linked technology cloud gaming platform is self-developed, says Dundee, with the collaboration of Intel and Nvidia (one of the world's leading graphics vendors) using compression technology to solve the game picture problem, but this is only the "tip of the iceberg", the bigger question is: How to deal with the situation in the real network environment.

In the ideal network environment, the cloud game technology can be shown to be lightweight and smooth and perfect. However, in the imperfect network conditions, the user experience will be greatly compromised. For example, China's domestic universal bandwidth is still low, compared with the United States, Japan, South Korea, the network environment is much more complex, but also telecommunications, Netcom's north-south interconnection and other issues. Therefore, many people of cloud-linked technology can be successful in the domestic promotion of cloud games, raised the question.

To these questions, Dundee said: Although very urgent, but also to face up to solve the problem. "OnLive in the east Coast, the West Coast, Canada to set a computer room is enough, but the domestic telecommunications operating area segmentation is very complex, for this purpose, cloud technology is expected to be in each province will be installed Cloud game Server data center, these servers will use the allocation of mechanisms and algorithms, in the player playing games Assign the game it runs to the server closest to him. In this way, the transmission delay between the user and the server can be ensured to be controlled in a very small range.

Open an Apple store on the cloud

In the user promotion, cloud-linked technology from the beginning of the game through the channels of the partition, in the PC, TV, mobile phones on the promotion respectively.

The partitioning pattern created by the App Store gives people a glimpse of the great value of the platform, but it has to be something of the first magnitude. "Our platform does not need to download, even open a flash can start to play, this is the cloud gaming platform to provide users with a new experience." The next step, says Dundee, is to attract developers to put the game on their platform and reduce the technical barriers that developers enter.

In China, it seems difficult for users to pay for a new thing, cloud technology can be profitable is still very little, basically in the trial phase, so cloud-linked technology in the early days of domestic operations can only use a free model. Dundee said that if the roaming show can bring users a better experience and unexpected value, so that users pay extra money, should not be difficult. But for the platform, there is content to attract users, users can attract developers to enter. "In the future, I want the cloud gaming platform to allow developers to price themselves and choose a charging model." ”

At present, the benefits of cloud-linked technology are mainly from two aspects, on the one hand from the cooperation with the telecom--ADSL package, the other part from the interests of the game manufacturers to share. "Our revenue this year will reach 5 million dollars. "said Dundee.

In the user promotion, cloud-linked technology from the beginning of the game through the channels of the partition, in the PC, TV, mobile phones on the promotion respectively. For example, with China Telecom bandwidth upgrade binding program, users only need to pay 200~300 yuan per month, bandwidth can be upgraded from 2M to 4M, while free to enjoy cloud-linked technology cloud game services. As for the specific partitioning pattern, "If the operator provides server and bandwidth, the other side takes 60%, we take 40%; if we provide the server, we take 60%, and the operator takes 40%." "said Dundee.

On the other hand, cloud-linked technology is also actively expanding the new profit channel, that is, user fees. Dundee revealed: The current cloud-linked technology registered users 150,000, monthly service, users will contribute 40 yuan per month. In terms of the stickiness and payment habits of game users, the cloud gaming platform model can realize the charge from the user if it overcomes the difficulties of network restriction and real-time delay.

Dundee says now they have access to more than 200 games at home and abroad, the future wants to open the background, set up similar to the Apple software store like the game store, whether it is big game manufacturers, small studios and even individuals can be on their "cloud game" platform to publish, and then divided between the two sides.

In addition to this, Dundee also hope that their own "cloud" not only to cover the game area, and more applications should be placed on this platform, such as online viewing rooms, test drive, virtual fitting, telemedicine, etc. in the PC or set-top boxes difficult to achieve smooth service. "Now, the cloud game is still in the stage of building a platform, as long as the future is not only the three aspects of income, and the surrounding value-added service applications, advertising services will follow up." "Of course, Dundee also admits:" cloud-linked technology in the Chinese market has just begun, is only the first to seize the opportunity, but can really make the industry subversive, still depends on its operators, developers in the implementation of Multi-angle push.

Investment language

Chao Hong, Intel investment director, believes Cloud gaming will become a "killer" application in cloud computing or cloud services. In recent years, a group of similar start-ups have sprung up abroad. The advantages of cloud-linked technology are first: The company's positioning is very clear, that is, through streaming media video push, to provide consumers with cloud gaming experience, without considering its electronic terminal equipment maintenance; In addition, the company through the various terminals for a comprehensive layout, to provide users with seamless connectivity across the screen cloud services, Thus can effectively open up the target market. But the company still faces two challenges: one is the need to continuously reduce the background technology costs, and the second is to explore the Chinese national conditions of the business model.

Micro-perspective

Analysys International analyst Cangian that the development of the game cloud for the game industry is only the meaning of a development in the direction of the idea, will ultimately be a way to make the end of the game. But for now, the incentive of technology is much greater than the actual impetus to the industry. In addition, the current domestic network bandwidth restrictions, but also makes many users can not enjoy the convenience of cloud services, and the concept of game cloud from the promotion of users to accept and use, but also a process.