Micro-end online game aggravating page tour: Traditional giants to lift the trend of slimming

has been in the traditional client game (hereinafter said: End of the trip) on the Tangled Giants Network (NYSE:GA), finally make a choice. May 8, in the first quarter of this year's earnings points and business operations of the Analyst conference call, Guixe, vice president of giant Network research and development, revealed that the "Journey 2" of the micro-end technology has been tested for about 2 months, may also be half a month to be released, mainly in the hope that the client reduced to the original one-tenth, Can still provide users with the same picture experience as the full client.　　The introduction of micro-end mainly to reduce user access to the threshold, to attract more users. The giant's approach is not a case. Now, Shanda Games, Jinshan, blue Port online and other companies have aimed at this new game of "Newland." Along with this, is a massive end swims "thin body" the trend.　　It is not difficult to find, in the "small, fast, spirit," the impact of the web game, the traditional end of the company realized that the huge "body" is no longer suitable for fast-paced society. However, the web game in the first few years after the high growth also into the bottleneck, low technology threshold led to a large number of enterprises, the industry into a low gross profit situation. For the traditional end of the company, this time to enter the field of Web game and not fully grasp the profit, moreover, the traditional end of the flow of business for many years and the popularity of people is difficult to give up.　　In this case, the traditional end of the trip will be expected in the client "slimming" This compromise, that is, through the client compression to ensure that players through a short time to enter the game, using the end of the exquisite user experience to enhance the adhesion of the player to resist the "invasion" of massive web games.　　At this point, embark on the "micro-end era" of the traditional end of the tour began their "counterattack". It is no coincidence that the focus of this year's game is on the web. Earlier, the cost of research and development is very low, almost no technical and financial threshold of the web game is really a fire, "make a vote run" is quite popular.　　Typically, 35 of people's small workshops will be able to secure revenue through massive viral bombing campaigns. Because the web game is stuck in the browser and flash two big frame limit, cannot provide the player a fair game platform, the player's stickiness also can drop greatly. "The drawbacks of the web game has been highlighted, the endless plug let players lose interest in it."　　"Guangzhou Wind God Software Technology Co., Ltd. founder Huang pointed out."　　In addition, the average profit level in the field of web game industry fell to about 10%. 51wan founder Liu Blushes the current dilemma of web games. "At present more than 90% of the game companies are doing web games, resulting in channel costs by introducing a single user is already 10 times times higher than before." On the other hand, the source of the product was wantonly robbed and the profit was diluted.　　"In Huang view, the micro-end game in nature and the traditional end of the same, the server vitality, high load, coupled with the continuous promotion of operations, to ensure higher gross margin." And NetEase's first quarter of this year's results also showed that the reporting period to the traditional end of the game net profit margin of 73%, this margin level comparedGiant network Peak period of up to more than 90% gross margin appears more "civilian", only for the industry average level, this and the web game more than 10% of the level of Maori is simply different. Not only that, the web game relative to the traditional end of the "short-lived", the player is very easy to a web game to produce boredom, resulting in game developers, operators constantly looking for new games to fill the rich product line.　　In this case, the product line repeated innovation and the search for venture capital, is in the fierce competitive environment of the best survival rules. Zong Ning, a former state investment strategy director, often encounters the "harassment" of the Web game project team.　　In his view, the current web game project group Change is too crazy, even some attention to the non-Internet investment companies have been "lying in the gun."　　The micro-end of the evolution faced with chaos of the game, Huang decided to do another. When the Chaoge was developed a year ago, Huang decided to define it as an end trip.　　In his view, the quality of the game in addition to the computer hardware and other restrictions, but also by Flash and browser led by the nose.　　In addition, the capacity of a game is very large, not all players will use all the tasks and props, for them, there is no need to download all the clients down to play, completely can play with the download synchronization.　　Based on this principle, Huang gave up the development of web games and threw themselves into the end. This is quite similar to the view of Tan, chairman and CEO of Shanda Games. In his words, "micro-terminal technology is a combination of traditional clients and a comprehensive page tour, both the quality of the client game experience, but also has a low threshold of the page tour, can be said to be an evolution of the carrier of the Times online." "From this point of view, the micro-end game has undoubtedly acted as a" spoiler "role, with the intention of the traditional end of the tour and the web game to subdivide a new blue ocean. The overall market size of China's online games in 2012 is expected to reach 49.63 billion yuan, according to the data released by Eric Consulting (Weibo), which means that even if the future of the micro-end only accounts for 10% of the market share, it can reach nearly 5 billion of the scale, enough to support a new market segment. And the user group that the micro-end game aims at, then is "to play the traditional end of the tour, but also focus on the web game" in the middle of the crowd. "They can quickly enter, play games, and enjoy the quality of the game screen." "Another car," the micro-end game research and development strength of the investment is not in the traditional end of the tour, compared to the web game or have a certain technical threshold, you can circumvent the kind of web game small workshop operation.　　"Huang said. In the opinion of Eric analyst Cao Di, the micro-end game is only a compression of the client technology, in essence and the traditional end of the tour is not much different. and the micro-end game is a traditional end-trip for their own lack of a repair, that is, as the traditional end of the separation of the sub-brand to regain the web game swallowed up the lost ground, but in the form of a new market segmentation-this new form of both the traditional end of the gene, and the convenience of the web game is a bitSimilar。