From confrontation to unification Webgame and SNS social games

For any judgment question that has no absolute answer, it is not easy to make an answer. When confronted with such a judgment, the pessimist's answer may be "it's too hard to answer, so it's better to kill me." "Optimists will smile and say," Oh, the answer is colorful, different people have different answers, your answer is free in your heart. "I am not a philosopher, and I know that there is only one thing in common between these two answers, that is, there is no answer."　　Rather than thinking about meaningful philosophical issues, a practical question at the moment would allow me to mobilize more brain cells to think about it, webgame what happened? Contradictions in the 2010webgame growth of the hidden worries throughout the 2010, online gaming companies have seen a large slowdown in growth, which has been extremely rare in the past 10 years. In addition to a handful of second-generation gaming companies, traditional games are stronger than in the economic crisis in the manufacturing or luxury industry to be more gorgeous, but even if only to see the company's first two quarters of earnings, know that even the most profitable companies, it is inevitable to feel the "chill." So the transformation became the key words of the 2010-year online games industry, changed research and development ideas, improve the quality of the game, abandon the impetuous mentality, focus on game innovation, standardize the industry competition, abandon the "three vulgar" marketing ... During the eighth session of the ChinaJoy exhibition, Lei, Cai and other industry people launched the "Chinese game hundred people", set up a similar industry association of China's first game between the industry organizations, as the Ministry of Culture, in addition to the following three ways to curb the game of marketing,　　In the first place, the relevant administrative interim measures have been promulgated ... Perhaps everyone's eyes are focused on the major game companies and the transformation of the various "generation" game of the relevant news? Or is the social game in full bloom? Or is it because a large number of online fiction readers who read their favorite novels on some websites are always disturbed by the pop-up ads of the recommended game, and thus are poorly impressed by these games? Unfortunately, the overlap between readers and gamers in online novels is very high, and unfortunately, most of the games recommended by these pop-up ads are webgame.　　The overlapping effect of social game's big publicity, the big transformation of the network game industry and the poor reputation of the marketing way make the traditional webgame appear the lowest attention degree since 2004 when the Chinese land became popular. As was written at the beginning, it is not easy to judge the development situation of webgame. Concern is only the appearance, in essence, by August 2010, Tencent and other large enterprises into the market impact, the Web game industry market in this year to maintain a rapid growth trend. The authoritative data center, the first quarter of 2010 and the second quarter of the data show that the webgame market size reached 500 million and 530 million yuan, has exceeded the total value of 2009, 2010 can reach 2.28 billion yuan, an increase of 131.2%. Estimated to break 5 billion in 2013Mouth, reached 5.04 billion yuan. According to the China Internet Network Information Center CNNIC released the "2010 China web Game Survey Report" shows that as of April 2010, the domestic webgame total number of users have reached 105 million. According to the game type, the number of users of single webgame is 37.91 million, the number of large webgame users is 23.84 million. But attached to the SNS website game is most popular, reached 92.09 million, accounting for the total size of webgame 87.7%.　　The root of the problem stems from the 87.7% data behind it.　　People are pretty much--most are doing this SNS game: Siege? First look at the following groups of messages: "Plant war Zombie" Developers Treasure Game (POPCAP) has been officially announced into the Chinese market, which will bring a huge impact on the Chinese game market 2007 China Leisure social network market size of 120 million yuan, 2008 190 million Yuan, 2009 reached 370 million Yuan, in 2012 reached 1.61 billion yuan; Shenzhen Area 45 webgame products only 30% can be profitable, this in the game industry, the main concentration of the city is the highest　　, the reason is simple-Tencent.　　The next fire! SNS games attached to SNS social networking site, China's SNS social networking sites are inspired by Facebook and the temptation to take root in the Chinese land and grow slowly.　　Unlike Facebook's model of social networking, the explosive growth of Chinese social networking sites is not a result of the idea of the site's operations, but of the game. Compared with ordinary webgame, SNS game advantage lies in a simple style, easy to use the operation; compared with the flash games, SNS games with social platform, friends can be inseparable from the interaction between, "stealing vegetables", "parking" and other games, are compatible with fun and can be interactive between friends. There are a lot of players because they are keen on the social networking site of the Web games, and attract friends, and friends because of the interactive and entertaining web games, and began to accept SNS. Interactive and entertaining dual factors make social web games not only become a SNS site to stick to users of an application, but also a rise to become SNS website "standard" and killer.　　"Stealing vegetables", "parking" and other social class web games, become the main force of Webgame. The driver of big city should more play this SNS game can have how fire? In the 2009, social game products such as "Happy Farm", "Sunshine Ranch" of the popular is unexpected. Thousand Oak in its two strong SNS platform----Mop and Renren, the low cost of social networking net income to achieve 77 million yuan. "Happy Farm" since login Tencent Qzone Community platform, and finally reached a monthly revenue of 50 million. In the most crazy SNS game, the players involved in it is crazy to unparalleled: the newspaper can see because of "stealing food" caused by familyContradictory news, serious even divorce. Young people love to sleep late, let the old people in the home to help the internet to steal food, some people set a good alarm clock, often in the middle of the night up to steal food, drivers steal vegetables caused by traffic accidents, about good stealing vegetables by the police misunderstanding caught into the police station ...　　Although this was last year's event, it was limited to "stealing food". The 2010 China SNS industry unexpectedly fell from heaven to the world, the industry's stealth fighting, profit model of the question mark makes this newly arisen industry become difficult. October 11, 2010, Ministry of Culture Marketing Department announced that the Ministry has been involved in the "stealing food" game of the study, may be canceled, or further improved on the existing basis. The player's madness is also contained, as a result of the game's single lead to a large loss of players, the social networking sites have a sharp decline in game activity, people gradually tired of old farm and pet games. In addition, SNS social networking site has also been the impact of the media, such as micro-Bo, June 2010 China SNS website monthly coverage of 180 million people, Internet access rate of 51.1%, down 7.3% from March, Renren and other major SNS Web site coverage of the decline in the trend, Renren and the network merged,　　Many people increasingly worry about China's SNS prospects.　　July 2, 2010, China's first SNS Web site-360 laps in the official online release of information, the closure of the site; July 14, the Ant network due to venture capital not in place to lead to a broken capital chain, stop operating. Ant Gateway Stop is called "Chengye Xiao", in any case, social gaming has played a huge role in the rapid development of social networking sites in the last two years, but the development of social networking sites has been a bottleneck in a combination of weak innovation and the lack of clarity in the external forces and profit patterns of microblogs.　　And putting the above messages together can really give people the results of the pessimistic outlook of SNS social networking sites. But if the view is limited to the webgame industry, SNS social game position has undergone a fundamental change. SNS website Social page game users have a large proportion of income, up to 76.8%. The monthly income of 1000-3000 yuan of users accounted for 45.8% of the total user. Social web game users have a higher proportion of income than large webgame, more than 100 million players, but nearly 90% of SNS game users.　　Especially in the background of the transformation of network games in the 2010, Webgame was also affected. including Tianya, happy Net and 360 security guards and many other companies have entered the webgame joint operations, trying to be unable to immediately cash flow through the webgame way into income. The domestic webgame development and operator Kunlun Worldwide CEO Zhou Yahui that the future webgame to be tied with SNS have a future.　　He even predicts that SNS will be all webgame competitors, all the web game manufacturers will become SNS of the offline. Industry conference Open-Bundle seems to be, the transformation of SNS games in addition to the "Content for the King" of "traditional innovation" way, 2010 through the bundling of traditional webgame, with the help of social networking site platform advantages, to the sea Na Chuan attitude, leading interactive game entertainment trend, has become a webgame portal intention. Do not underestimate the seemingly "no brain" SNS game.　　87.7% is simply data; SNS is simple and simple. The story behind Webgame's "streamline" 87.7% may be more complicated, but what about the first impressions of this data? Believe this is not difficult to judge, the traditional webgame market has been the strong sniper game, this is the following such as homogenization of traditional webgame own problems outside the biggest challenge! So as a traditional webgame, is it to the SNS social game to bow?　　The answer is, of course, negative. The proportion of traditional web games is not optimistic although the webgame itself has the same problem with large client-side games, plus the promotion means to the player to create a "low-grade" impression. But by Tencent, Shanda and other large enterprises into the market impact, large-scale webgame in the online games industry is facing the bottleneck period and the transformation of the background, the production level is increasingly sophisticated, has a side of the trend of the client online, the original nine-dimensional, Kunlun and other webgame manufacturers also gradually, compared to the past "golden period" Webgame manufacturers ' quality and "internal strength" has been greatly improved.　　August 2010 held the eighth session of the ChinaJoy exhibition exhibitors to 6-7, compared to 2009 years only 2 exhibitors have been significantly improved, indicating that webgame enterprises in the Chinese game market has been recognized and began to take a firm footing. Webgame "Jedi counterattack Trio" although the traditional webgame has its own "vanguard", in the SNS field can be with "stealing food" and "Plants vs Zombies" such as "big production" casual game competition, but also with large client game.　　However, at the industry level, both products and operations are facing a transition problem. Transformation of nature is to more lasting development and promotion, nature can also give a large number of players fun, players are willing to pay to play games.　　How can we get there? Since Webgame become a separate game classification, because the game content, art screen, system architecture and other compared to the client game has a certain gap, so always give people "cottage" "troupes" such as the image. The current emergence of the Webgame "vanguard" game in these areas has been a great upgrade, system, screen, balance can be with the client a higher, this is due to Tencent, Shanda and other large-scale online gaming enterprises into the market impact, these enterprises in human resources, engine development, Investment in the past with small and medium-sized enterprises as the main colleagues do not have the advantage, becauseThis product has also improved the previous game products "crude" "shoddy" image, such as the aforementioned "seven-male hegemony" and the Grand "stars change" and other products, have the previous characteristics of the client online games. But because the big enterprise's game research and development inevitably will embark on "the pipeline type" The road, therefore appears insufficient in the game innovation degree, also did not launch the new game mode. At present, more creative games such as "Pinball Hall" and so on are mostly agents, but this direction to the mainstream client online games is correct, as long as there are more surprises in the game creative (this is the vast number of small and medium-sized market opportunities), webgame can enter the leap-type development, even with the help of " Open the browser to play "features and replace the client online.　　This is the webgame transformation of "a duet." In addition to the quality of the game to the client close to the game, Webgame Enterprises also increasingly pay attention to their own brand promotion, due to the previous promotion of the way the problem, webgame in the player's image has been poor. But in this year's second and third pavilion of CJ Exhibition, also appeared nine and Hangzhou Pan-City as the representative of the Webgame manufacturers figure, enterprises also began to pay attention to the overall brand promotion. In addition to the above mentioned in the industry well-known enterprises in the listing preparation, webgame manufacturers have gradually started to take off the "troupes" thinking, increasingly pay attention to and improve the overall brand-building and promotion, began to build their own stage, really sing their own voice.　　Overall branding and promotion, this is the webgame transformation of the "duo." The "Trio" of webgame transformation is also a place-platform construction which can truly embody Webgame's own characteristics. Large client games are mostly single-handedly, giving the impression of the player is always what the game is fun, what game is not fun or and what the game is very similar. SNS game is also so. However, web game companies can use a variety of large and small webgame to build their own game platform. At present, most of the webgame through the large portal, game media and SNS site for joint operations, these initiatives to promote and stabilize the player group, but the user has only become a transport platform resources, restricting the possibility of autonomous operation of enterprises. Although this is the early stage of development due to small market size and take to avoid the greater risk and accumulated experience of the helpless, but in the face of the transformation of the background, some companies with sophisticated quality products have begun to use a variety of new models to cultivate user groups.　　Nine-dimensional on the design of a SNS similar to the user community platform, SNS through a variety of functions and business practices to increase the user's viscosity and attention, so firmly grasp the excellent products brought by the user resources. The rise of SNS social network games, in addition to the interactive and simple game, the participation of all factors, but also on the market on the current phenomenon of excessive homogenization of a silent protest. The game on the market is not you copy me is I copy you, you have a special system, I change the packageContinue to use, when SNS this kind of interactive small game which mainly takes the leisure as the main appearance, the player's eye inevitably will be attracted by it, the simple operation, the direct game experience, the extremely strong interaction is tired the upgrade to play the strange game the player, is tantamount to discovered a new continent so important. Add this kind of small game theme wide, especially to the social hot reaction quick, production cycle is short, so the emergence of such as "Nail House War Demolition team" such casual games and quickly occupied the traditional webgame only market, as for the small "farm" game to achieve 50 million revenue, 87.7%　　The page of the play home is playing on the SNS website Social game is taken for granted. Nail game SNS game is not without weaknesses, simple play means repeated operations, repetitive operation means boring, although there is interactive "fun compensation", but also only delayed the arrival of boredom.　　Otherwise, 2010 Happy net Renren active users of the decline and subsequent merger will not be the fact, after all, social is the main role of the site, SNS game is salt, cooking can not be less salt, can eat more it will be salty. Webgame's "Coalition Government" cosmic science fiction historical novel "Galactic Hero Legends," in the seventh Ichellen Fortress Strategy, Yang Weili (time) only sent a squadron of troops into the Fortress command center to control the entire fortress,　　With half the fleet's small strength and not a drop of blood of the Superman record of the Alliance millions of soldiers died also attack the fortress.　　1937, has occupied the Northeast territory of the Japanese to launch the "77" incident, and at this time in Chiang Kai-shek "resisting must first" policy guidance, the Kuomintang and the two sides also carried out a fierce confrontation, so that the Japanese have time to quickly occupy North China and continue to invade China. It's not like a military soldier. The fact is that both literary works and real warfare reflect that "the strongest fortress is always breached from the inside" is the eternal truth in the human war.　　Although China's thousands of-year history has been composed of a war and a war, the Chinese people have also learned the value of peace, the doctrine of the Golden mean in the war has become the most valuable legacy of Chinese characteristics. Webgame is also facing a civil war, how to achieve a balance and ultimately win?　　This is deeply influenced by China's culture of Chinese entrepreneurs often come out of a thinking origin, I believe that belong to the cultural industry category of the game industry is no exception. The platform mentioned above, besides the need of transformation, is also a feasible way to solve the competition between webgame and SNS Social page tour, and the joint operation becomes the forerunner of the test platform strategy. Although it has been mentioned in the previous article that joint operation restricts the possibility of some enterprises operating autonomously, the proposition of joint operation seems to be a paradox. However, if an enterprise to operate independently of the premise is to have a considerable game reserves and follow-up research and development capabilities, currently in addition to Tencent, Shanda such"Big Mac" and a certain size of the nine-dimensional, Kunlun such a page tour enterprises can operate independently, and for many small and medium-sized webgame Enterprises and new market enterprises, in the Webgame Civil war to achieve a win, joint operations also need to be the best choice. Joint benefits-Baidu Joint March 8, 2010, Tianya game platform officially launched, into operation including the "Ming Dynasty Times", "Pinball Hall", "36", "Wulin Heroes" and "The Three Kingdoms" and other games developed by the Third-party game development Company's web game. Happy net aspect currently officially opens to take two games, including "Pinball Hall" and "The Business tycoon", "the martial arts situation" and "the Paradise" and so on the game is also accessing. Qihoo 360 's 360.cn website and Renren, another social networking site, are already on the line, launching wan.360.cn and game.renren.com respectively.　　Like "Pinball Hall" and "Martial Arts heroes" and other popular web games in the above several game platform operation.　　And in the small game site through flash games or SNS social network to attract a lot of traffic, some players to webgame access and will not resent, therefore, the joint venture Webgame become one of the ways of SNS website transformation. Webgame and SNS bundled into a "coalition government" after the operation has another benefit, webgame can be built into the creative SNS game form to increase the overall attractiveness of webgame, thus becoming the main support for these platforms products, such as the previous "seven-male hegemony" The very good built-in farm system becomes the source of material collection.　　Plus many other interactive social networking games make the entire platform's product line more layered, and can also attract a wider range of players to participate in interactive games. Game platform-joint operation "fish, small fish eat shrimp", the survival of large-scale games, the player's adhesion, income relative to SNS game is still in advantage.　　And in stealing vegetables, parking spaces, farms, SNS games to achieve very good benefits in addition to the creative advantage, the only way is to enrich their own system structure, into a large-scale webgame game. Recycling the old account is a game of nostalgia camp about webgame and SNS social Games "war" analysis on the end, but there are some things to say, as people's pace of life accelerated, people's entertainment needs have changed, first, people's "debris time" increased, the demand for mobile games increased, SNS game has the trend of mobile, palm machine; the second is in the high-speed life rhythm under the pressure, people become very easy nostalgia, the past many good memories can always cause the resonance of consumers, so many old goods combined with Network marketing platform to carry out "nostalgic marketing", client game enterprises are also carrying out "recycling old account" activities, Will the 2011 of Webgame usher in a nostalgic era? (Edit/Xu Mingming)