Web Game revelation: can be used to withdraw from the mobile game only a layer of paper

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Two years after the development and operation of the game Valley Web gaming platform, Game Valley CEO Zhang Fumao got his first investment--10 million dollars from Qiming Ventures and Scarlett's investments.

This is the Web gaming industry's largest single investment so far. Previously, in this network game subdivision domain, only the operation 51wan.com Beijing New Entertainment Brothers Network Technology Limited Company (hereafter: 51 plays) obtains in 2008 from the Sequoia Capital 2 million US dollar investment.

According to Zhang Fumao's plan, game Valley will create 3 web games, the company's 2009 performance target of 100 million yuan. 51 Play CEO Liu has also made clear that, based on the financing of new game development, the company's performance in 2009 will reach 90 million. And earlier into the web game market in Shanghai nine-D interaction (hereinafter referred to as: nine-D), has been 80 million of the quarterly revenue to kill into the "2008q4 China Network Game operators market scale TOP15" rankings, become the only one of the top 15 web game operators.

"Network game after 2007 years of peak, the growth rate has slowed down in 2008, the development of web games will be far higher than the online gaming industry, by 2012, the user will increase the size of 320%, the market will increase the size of 231%." Eric Cao, chief analyst, told reporters.

"This is a returnable thing, from web games to mobile games, in the middle of a thin layer of paper, back, but also rely on the gaming community to make money." "Zhang Fumao said.

Compared with the traditional client-side large-scale network game (hereinafter referred to as: MMORPG), the biggest advantage of the web game is "No need to download, open the browser can play." Its lower start-up funds, not creating a competitive environment for the oligopoly, so that the net swims gold miners, as a shortcut of entrepreneurship. and the platform of the web game, the idea of community operation also gave the capital enough imagination space.

"Game Backwards"

The emergence of web games can be said to be a game "backwards."

Eric's research shows that compared to traditional MMORPG games, the web game has the following more obvious characteristics: 1. No client, occupy IE rather than pc;2. Weak configuration requirements, weak performance, 3. Game Monopoly is weak, 4. Game occasions and time freedom is strong; 5. Low development cost; 6 Open high Can be based on the platform, 7. Suitable for strategy, nurturance, simulation business as the theme of the game products.

Compared with the traditional MMORPG game, the biggest feature of web game is unprovoked, open IE can enter the game, close or switch extremely convenient. Do not need to download a large client, there is not enough machine configuration problem. The price is the browser this carrier can not carry too much content, "Web game in the picture, fidelity and other aspects of the reduction of requirements, the promotion of a simple and mild concept." "Analysys International analyst Chao told reporters.

In Chao's view, the "regression" of the web game is in fact a breakdown of the market demand. To the exquisite degree of the game demanding more and more high MMORPG game of the main players, web games may just be "kids" toys, but for potential players who just want to relax in the game but don't want to get caught up in the "heavy" game, the advent of web games makes them no longer required to face either an or a choice.

"Web game players, mainly students and office workers, these people do not have time to play strange online all day, they are in pursuit of easy to come out of the game form." "Chao said. In other words, the web game aims at the non-Ashes level players.

In addition to the segmentation of the consumer group, the Web game provides another way to enter the market. Leading the game industry in the field of MMORPG, Shanda, NetEase, Jinshan and other online gaming giants are driving up research and development investment, the client has become the industry's largest companies in the pitched. and the main web game is just some do not focus on the SP, this situation let just leave the traditional online gaming company, decided to start their own Zhang Fumao and other people saw the opportunity.

"We want to be a little more flattering. "Zhang Fumao said. For 4 of people started the game valley, the choice of web game as the reason for the entrepreneurial direction is very simple: a medium-sized MMORPG game investment is about 8 million yuan, need 40 people's team to operate. Compared to MMORPG, web games have a lower threshold to start up on funding and team size. Earlier, many SP operators use the Open source game engine, two or three people in a few months can develop a web game.

The open Source engine, while less costly, has more bugs and is not easily modified. In order to present complex numerical and graphic matching games on the Web page, the game Valley's entrepreneurial team decided to develop their own game engine. A year later, Game Valley launched the first web game-"The hero of the door." March 2008, Zhang Fumao with this game to participate in the Grand training and selection of new games and team hero 18 plan, Chen flyover in five minutes decided to invest in the classic single game "Heroes Invincible" of the web game, he said, the lad left to wait for notice. Zhang Fumao smiled.

Grand then with 5 million of the copyright to buy the game's IP, online after the monthly income reached millions of quickly, the grand investment in two months to recover, October, the hero of the door was Grand 18 plan as Business Operation Milestone Award. According to Zhang Fumao recalls, in the same period to participate in the 18 plan game, the web game is very few.

Relying on the capital accumulation brought by the gate of Heroes, March 2009, Game Valley officially launched the web Game "Huashan on the Sword", the "Door of heroes" on the basis of "do not do subtraction" game is currently operated by the game Valley, according to the game Valley to provide data, as of press day, the daily revenue has reached 150,000 yuan.

"The Gate of Heroes", "Huashan on the Sword" the development cost of about 3 million and 5 million, the funds became the game Valley research and development advantages.

"Light Assets" puzzle

After the investment, the game Valley claimed that it will take out not less than 80 million of the money into the game research and development, has been set up three new games are: A SLG of the Warring States game, a form of game and the 2010 will be available in action-type games. Its research and development scale is 400 person month, 18 person month, 600 person month respectively.

"These development plans are mainly to create a complementary situation, so that the game valley to cover the age of players and preferences can be complementary." Zhang Fumao added, the game Valley platform construction will also be 12 million of the input, in order to achieve all the games in the role, achievement, prestige, currency interoperability, so that the game on the platform no longer fragmented, "the line of business lines up", and eventually run the concept of gaming community. This is not a game around home goal, including Shanghai nine-D, 51wan and other web game companies are also "web game community" as a platform to operate the ideal state.

However, the former has a happy and other SNS community free game applications, after a succession of open platform of the grand, Jinshan and other traditional game companies, how to foothold among them, is placed in front of the game valley a very realistic problem.

"The Web game started very late, and it really began to pay attention to the May 2008, in fact, in the Press and publication Bureau, government regulators there is no category called Web games." "Zhang Fumao said.

If you cite a term "light asset" that VCs have been hot in recent years, web games are "light assets" compared to MMORPG.

Most of the web game is a mild game with strategy, its ARPU value is too low. Moreover, compared to the traditional game 3-5 years of life cycle, most of the web game because of small investment, too simple, so the player lost quickly, life cycle is 3-5 months. For the perfect time and space as an example, hoping to rely on constant research and development to promote the growth of the game Valley, Web game This shortcut also has tumbled rocks.

And a lot of new entrepreneurs in the online games industry, Zhang Fumao and his entrepreneurial team all from the operation of the MMORPG game of Jinshan online games. "How to bring fun games to the Web", is their natural direction, and in the operation of the game Valley platform, they gradually found that "in the game Valley platform, more than 40% of the players have never played any MMORPG game, the user positioning is completely different", with the brand of client-side games, Game Valley launched a slightly complicated game, put big but players do not buy, the result "some users into the game after feeling confused, so quickly lost, we are indeed a bit disappointed."

"We will now hire research companies and vote in the gaming community before the game is developed," he said. "The team still needs time," says Zhang Fumao, who, in his view, wants to step away from the MMORPG game mindset in his research and operations. ”

With the development of the main body gradually mature, web game has become a MMORPG in the market of online games? For this problem, Chao's view and Cao similar, that is, the development of web games mature, it may be a network game in the market segments. In children's online games and other fields more promising, but based on the limitations of the carrier, Web pages can not replace the client to provide a richer game experience.

"With the entry of capital, the 2009 web game industry is facing a shuffle, the game of the perfect, charging mode and the operation of the way to re-establish." Chao concludes.