Online games Company "profiteering myth" difficult to renew the profit margin gradually lower

Last year, the fourth quarter growth slowed down online games listed companies profit margins gradually lower free online games business model for the entire domestic online gaming industry to bring 5 years of rapid growth, market size from 2005 5.62 billion yuan rapidly expanded to 2009 27.06 billion yuan.　　However, although the overall market size continued to grow by more than 30% last year, it is far from the psychological expectations of the 30 billion-dollar industry.　　The Nasdaq-listed online gaming stocks released last year's fourth-quarter results showed that, although the year-on-year growth, but the chain growth slowdown is not a fact, and the online game listed companies profit margins are also gradually lower. These companies used to maintain more than 70% of gross profit margins, but since last year has begun to lower, netease to 70%, swim 55%, grand for 38%.　　These higher costs come from increasing promotional costs and the cost of a gradual extension of the game's development cycle. In the game company earnings, there is a key word "every active pay account monthly average revenue (ARPU)" much attention.　　After the free game becomes the domestic network game most successful localization business model, the high ARPU value almost becomes the number which the net swims operator in the crazy Chase, it replaces the time charge online number, becomes the net swims industry whether makes money the important measurement standard. The development trend swims toward "Pingli" however, in recent years the big swims the company but for this pattern "tired". Blue Port Online CEO Wang Feng said, in order to improve the performance of the game company, the company blindly increase the cost of props to spend the wrist, constantly promote the so-called APRU value, and reduce the player satisfaction.　　In the past, he argues, this free model has run into bottlenecks by pursuing high ARPU values. According to Iris Consulting figures, the current online gaming market, the average number of paid players less than 50%, while the other 50% of the players are called "locust type", is not in the game to spend money, but enjoy free game content of the group.　　Obviously, this kind of player will be the next step of the game company development Blue Ocean. It's not hard to see that the industry market's ceilings are approaching, and when the pursuit of high ARPU value has become a box office poison that has hindered the growth of the market, getting more paid players may be the antidote. Wang Feng believes that the ARPU value has an unavoidable trend of decline, has been online games to the "Pingli" era-driven.