Web game becomes capital new battlefield internet companies scramble to get involved

As of last week, all Chinese listed online games company 2011 reported have been released, the net swims Tencent, NetEase, grand three strong pattern unchanged. According to the Ministry of Culture data, the market size of China's online games in 2010 for 32.6 billion yuan, 2011 for 42.85 billion yuan, market size growth of 10.25 billion yuan, an increase of more than 30%.　　What force attracts a large number of internet companies to dabble in the game?　　Internet companies are scrambling to get online. At present, China's Internet in the United States, China and Hong Kong and a-share gem has nearly 40 listed companies, of which the main business or online games in the earnings accounted for a considerable proportion of the company has 18, accounting for half of the share.　　In the stable business growth trend, cash reserves sufficient companies, in addition to Sina, Phoenix, Baidu, Art dragon, worry, music, such as a very few companies, all other companies in the earnings list of the net game income.　　In these companies, in addition to online games for the main business or the only operation of the company, NetEase, Sohu, Tencent, such as positioning itself as a portal or platform for the company, its net income also broke through more than half of the total revenue, NetEase's online games revenue in total revenue to reach more than 90% proportion. In some of the most high-profile companies that went public last year, the online gaming business is also taking on an increasing share.　　For example, Qihoo 360, which specializes in network security and Web site navigation, has surpassed One-fourth of total revenue in the fourth quarter of last year.　　Qihoo 360 Chairman Zhou at the beginning of the IPO that the Internet value-added service, which is based on the joint operation of web games, has a great potential to surpass the advertising business in the future.　　Renren, the main social network, earns more than One-third of its revenue in online gaming in the fourth quarter. Market share to the Giants even some companies that have not explicitly included online earnings have tried to run online games in a variety of ways.　　Self-positioning in the portal Phoenix, in its own platform to build a web game "love to play" on the joint operation of a variety of web games.　　In Phoenix's fourth quarter of 2011, there was no specific revenue from the Web game, which included only 119 million yuan in the mobile internet and value-added services.　　Portal ads in the main business income of the first Sina network, in a repeated in the agent and independent research and development of client-class online games, also will focus on the web game, its game operating platform called "play", Sina fully built the "Champions Basketball manager" and other web games on its operations. In the Sina earnings, the income of the webpage game is not yet reflected. Also using the platform to operate the Web game and Baidu's "Baidu game" platform.　　Liu, founder and president of 51WAN, a pioneer in web game research and Development, said that with the addition of Tencent, Baidu, 360 and other giants, the field of Web game is not only "blue sea", but also becoming "Inferno".　　Even in the flames of Fire, China's online games still show a growing concentration of industry, the larger the trend. According to the 2009The Ministry of Culture released the "Chinese online game market white paper", when the market size of the top 12 online gaming enterprises accounted for 87% of the total market share.　　By 2011 years, the top six of the top four giants, its total revenue of 35.3 billion yuan, has reached the total market size of 82%, Tencent, NetEase, Shanda, the top three of the Giants, the market share of the sum is reached 64.64%. The profit model of online games industry is simple since Shanda's successful operation of the legend in 2002, the market has been growing substantially by 60% a year in the past few years, except for individual years, after the formal creation of the industrial form of online gaming in China.　　Sohu, NetEase, Tencent and other early rely on for mobile operators to provide SP services profitable website, by entering the network gaming industry, successfully realized the rapid growth of profits.　　A senior venture analyst said that the legitimate profit model on the Internet is not many, including the advertising fee to the Enterprise revenue model, to collect money from the E-commerce model, and the same need for users to pay the online game and value-added service model. Advertising revenue is actually the media model, the need to invest a lot of labor costs for content construction, while facing a strict regulatory environment and other uncertainties; e-commerce is the main mode of profit in foreign Internet industry, but in China due to poor infrastructure construction,　　Credit chain has not been fully established and production enterprises can not be quickly converted from exports to domestic demand mode, and so on, the need to pay a large number of non-technical costs for industrial chain through.　　Only online games, in the Grand founder Chen proved "with the aid of telecommunications operators, put into the server and customer service, through the point card sales channels" can be normal operation of the industrial law, become "almost pure only need to invest money and technology can be established industry."　　Due to the user's fixed consumption monthly, plus hardware, broadband costs continue to decline, a network game to maintain the balance of the online number of people, from the early 20,000, down to the current 5,000 people.　　At the same time, there is a so-called "lipstick effect" in economics, in which people compress spending when the economy is depressed, but the resulting "extra money" may increase sales of some cheap non-essential items, such as the rise in lipstick sales during the 30 recession in the US. The most widely covered areas of lipstick effect are often in the entertainment sector, such as the film industry, which is often born in a recession. In the new economy, online gaming is the most obvious beneficiary of this effect, analysts said.　　Because most of the online games on time, the spending can be expected, and cheaper, but also to meet consumer access to entertainment, social and other needs.　　Web game becomes the new battlefield according to the data released by Eric, in the third quarter of 2008, when the global economic crisis was most severe, the total income of Chinese online gaming operators increased by 50% Year-on-year. NetEase's spokesman Jasmine Liang said: "When the economy is depressed, you may think that spend 100 yuan or 200 yuan of moneyIt's a little pricey to go to a meal or a movie, but spending dozens of of dollars a month on the game may not make you feel that way.　　"After the influx of hot money and the proliferation of online gaming companies, the industry was briefly stalled in 2010, and the easy data suggest that some quarters of the year had even seen a stagnation in the size of the market." 2007, the online games industry growth rate of 68.3%, to 2010 years, the industry's annual growth rate fell to 21.5%.　　Some industry media at that time, the analysis that China's internet population growth has slowed down, at the same time the generation of a marriage, life changes, online gaming population affected by this, will also appear to decline.　　In the second half of 2009, web game This new form of industry is known to the industry, stealing vegetables, parking and other small games to the success of the market to see the charm of social games, Tencent, 360, Baidu and other giants have entered the Web game operating battlefield, so that the market size of online games after a short period of stagnation again with the growth. Hong Kong investment bank future assets in December 2011 announced the findings of the Marvel Tiger 360 operating a web game, users pay the average monthly amount of up to 380 yuan.　　This figure is much higher than the ordinary on-time long charge game per user dozens of monthly, hundreds of income. Government subsidies last year to reduce the size of a number of online gaming company employees have said in an interview, "the community's view of the online industry is still biased."　　The reality is, as a kind of internet enterprise, the net swims the enterprise from the government level has received a lot of support and care. 2010, the net swims the enterprise obtains the government subsidy to be in the form of the earnings analysis first by the media public.　　In the 2011 report, the amount of subsidy received by most companies declined in varying degrees. The annual report of the company shows that the government subsidy income of the first and second fiscal quarter of 2011 was 33.2 million yuan and 10.4 million yuan respectively, and the earnings of the three or four quarter did not reflect the government subsidy.　　In this way, the 2011 grand year-round access to 43.6 million yuan government subsidies, compared to the 2010 232 million yuan has dropped significantly.　　Another net subsidy Big giant Network 2011 government subsidy income amounted to 47.7 million yuan, compared to 2009 of 88.46 million Yuan, 2010 57.4 million Yuan, also presents a declining trend.　　Unlike the two companies in Shanghai, the company's annual report, which is based in Shenzhen, shows that it received a subsidy of 101 million yuan last year, a slight increase from the previous 96.537 million yuan, but Tencent's annual report did not mention how much of the subsidy was paid for online games.　　A network of online gaming company, said that the net swims the company obtains the government subsidy the way, is usually according to the project application corresponding cultural industry support Fund or the High-tech industry tax rebate preferential treatment, for instance Tang June has controlled the joint travel net, its first half year only income is the local government injected 20 million yuan subsidy. The giant network made clear in its earnings reports that the 10 million-dollar government subsidy received in the first quarter of 2011 was aBusiness tax; the perfect world reveals that its 6 million-dollar government subsidy for the first quarter of 2011 is a tax rebate for local concessions.　　The Perfect World CFO, Liu Yongki, said at an analyst meeting, "when we launch each game, we apply to the government for subsidies and, in general, we get subsidies." The company has received a subsidy of 15.5 million yuan, the Department of Local government-specific High-tech industrial development funds and online games project funds.　　In addition, when the company's successful IPO, there will be a local government to give money incentives. "The amount of subsidy can not be predicted" now more and more online gaming companies, while publishing, film, animation and other cultural industries are eligible to apply for support fund, so the game companies get government subsidies is not "for granted" income.　　Shanda Game CEO Tan also said in a conference call, "the specific amount of government subsidy allocated monthly is unpredictable".　　Reporters check the Beijing online games company registered more centralized Zhongguancun Shijingshan Park preferential policies, found that its large-scale enterprises in the park, new enterprises and cultural creative Enterprises, there is a clear provision of office space concessions and tax return concessions.　　As a game in the field of the second, NetEase CEO Ding Lei has made clear to reporters, registered in Guangzhou NetEase has not received government subsidies, he will not because of this will consider the company to move to a more comprehensive subsidy policy in Shanghai: "I think those are not the core competitiveness." Subsidizing listed companies is not a net game company patent. The audit of the 2010 Annual report of the China Institute of Certified Public Accountants shows that of the 1570 listed companies, 1454 have received government subsidy and accounted for 92.61%, involving a total amount of up to 46.34 billion yuan, with an average of 31.8709 million dollars per company.　　The above 1454 companies, enjoy the government tax refund and relief of 514, involving the amount of 7.932 billion yuan, the average of 15.4303 million yuan per home. Extended online games to create rich effect more than the entertainment circle Ma and other online games enterprises rich in Hurun "entertainment Rich List" The first five in China's online gaming enterprises sustained high profit growth, Internet enterprises in the creation of rich effect in this area also reflected more obvious.　　Hurun Once in 2010 launched the "Entertainment Rich List", involving entertainment, film and television, online games and other industries, 2010, 20,112-year list of the top five are online games business tycoons. The top five Tencent accounted for two-digit list (as of last September), MA, Lei Ding won the runner-up, the former in 2011 worth 24.7 billion yuan, ding lei net worth 15 billion, Scomputer (Tencent co-founder), Shi Yuzhu and Chen separated three, expected.　　Entertainment Circle Many rich can only, such as Huayi Brothers Zhongjun, Wang Zhenglei Brothers, Phoenix satellite TV Liu and other people, have not entered the top five. Hurun did not disclose his criteria for making the entertainment rich list, but the wealth of Chinese online games is not in grey because of the disclosure of listed companies ' data. To Ding Lei as an example, he holds netease onCity company about 45% of the shares, the company's current market value of 49.3 billion yuan, of which about 90% of the income from the online games, multiplied by three, can be concluded that Ding lei from the game of wealth of about 19.9 billion yuan.　　A similar algorithm can be seen, Tencent co-founder Scomputer holds 3.76% shares, Tencent market value of 331.1 billion yuan, 2012 revenue from the net game accounted for 55%, then Scomputer from the net worth of online games for 6.847 billion yuan.　　In the Hurun list, due to the entire Internet value-added services (in addition to online games also include QQ space, QQ show and other services) are counted as entertainment income, so scomputer more than simply net worth of online games.　　Jack Ma, Robin Li on the online games is not cold in spite of the net to become China's Internet listed companies to increase the main, but in the largest three companies "bat three bats", the representative of a Alibaba did not dabble in the field of online gaming.　　Jack Ma, the founder of Alibaba, has said that "no more games for a penny," because his son has been addicted to online games, and then let his wife quit Alibaba job as a full-time housewife to help his son to withdraw. On behalf of the B Baidu has not previously expressed interest in the online games business.　　Baidu CEO Robin Li has revealed that he never play online games, a long time do not understand the online game. According to Baidu's internal data, there have been employees suggested Robin Li try to swim, SMS and other cash flow faster business, but he "need to focus on the search" reason to refuse.　　However, Baidu's attitude in 2009 years after a subtle change, at that time they 51WAN company research and development of several web games online game operation, and then built a Baidu game this web game operating platform. Hurun 2011 Entertainment Rich List 1 Ma Teng Wealth: 24.7 billion yuan company: Tencent Industry: Instant messaging, portals, online games, Consumer-to-consumer 2 ding Lei Wealth: 15 billion yuan Company: NetEase Industry: portal site, online games 3 Scomputer Wealth: 8.7 billion yuan company: Tencent Industry : Instant messaging, portal, online games, Consumer-to-consumer 4 shi Yuzhu Wealth: 7.8 billion yuan company: Giant network industry: Online Games 5 fortune: 5.6 billion yuan company: Shanda Network industry: Online games