Fun Games: A localization service for Star Games

Zie Jie "Angry Birds" Fruit Ninja "Temple escape" in the App Store (Apple for users to create the application shop) the most popular five games we signed three. "Shenzhen Technology Co., Ltd. (hereinafter referred to as" Le Tease Game ") co-founder and CEO Gao Linton told the China Business newspaper reporter. Catch up with the scarcity of the most popular games overseas, like chasing stars to sign the popular game, take to domestic to do the local operation distribution, is a fun business mode of operation. After three years of development, when it comes to the number of users, the fun game COO Sumeng lists a set of data that, as of April 2013, more than 200 million Android smartphones and 130 million iOS smartphones have been installed in China, with more than 10 million daily active users of the fun-play games. The company, which was originally launched by four people, demonstrated the market potential in the field of hand travel. However, now in the hands of the cloud to swim the Red Sea, in the face of the squeeze from Tencent, Shanda and other platforms, how to continue this model and deepen the control of the brand in the game, is always the challenge of fun to face. Think of the game as a multi-Habitat star fun game has been released near hundreds boutique mobile games, such as the popular global "Fruit Ninja" (Fruit Ninja), "Temple Escape" (Temple Run), "Bird Blasting" (Birzzle) and other international top mobile phone games have been officially entered the Chinese market through the fun game. In the mobile internet world, there is a saying that almost everyone agrees: The channel is mastered and the cash flow is mastered. Le tease into the field of mobile gaming is to operate the role of distributors as a channel business. "As the channel of the game, the right to speak is now heavier, this is determined by the current market supply and demand relationship, the number of games products exceed the total demand of users, game products, as a help game to obtain users of the channel will be more hard-line." "Sumeng for the current hand tour channel business prospects are very optimistic." Le Fun was founded in Shenzhen in 2009, initially from overseas game product outsourcing began, with its unique brand communication and operational capabilities, developed into a leading mobile phone game distributors and operators. Le tease game has released nearly hundreds boutique mobile games, such as the world's popular "Fruit Ninja" (Fruit Ninja), "Temple Escape" (Temple Run), "Bird Blasting" (Birzzle) and other international top mobile phone games have been officially entered the Chinese market through the fun game. What is the core competitiveness of the domestic distribution of these popular games? Gao Linton revealed that the market advantage of the fun itself is to obtain these game agent right to win the magic weapon. In particular, the average competitor most value "own" the market, lacks the game operation and the development experience. But the key to winning the Star Game is to set up a business Operation team that understands the product. From the team, this is a product development experience of the business team, through the product development perspective and developersCommunication is recognized. As an agent, the face of the App store in the ever-changing mass of games, how to choose the signing of the game? Gao Linton throws a notion of chasing the game like a star entertainer. Gao Linton says the fun game is more like a record company or an entertainer to the stars, you should not think of it as a game, but as a star, when you think of it as a star will explode, a star can be a singer, can also be a movie star, like "Fruit Ninja", can be a very red game products, But also can produce very red peripheral products. When making these products, it is not only to promote their own brands, but also to promote other people's brand. Many international boutique Leisure games star concept is very heavy, with our competitors are different, what attitude to treat these games, is one of the biggest difference point. It is understood that the current Le Tease game decision-making by Gao Linton is responsible for the decision-making efficiency of the game, when some competitors are still in consultation with the company's leadership, the fun game has been the fastest speed to make decisions. From localization to customized fun games has been in order to not understand the cultural differences, do not understand the Chinese market overseas Star Game open channels, access to market development game users. "Previous years of cooperation have certain limitations, are the original game introduced." This year there will be a new direction, each star-level game for China to make a Chinese version, including pay, game style and content will have a customized version. "High-Linton told the China Business newspaper." From the introduction of such as "Fruit Ninja" and other overseas star Games to help them adapt to the localization of Chinese players, to the customized version of the Chinese market, the fun game has been in order to understand the cultural differences, do not understand the Chinese market overseas Star Game open channels, access to market development game users. What is the market environment for China's hand tour? Why do these popular overseas games need fun? In GMGC (Global mobile Game Congress) asked the fruit Ninja developers about the Chinese game channel market feeling when the answer is only two words: "Complex." "And that's exactly what makes fun a market opportunity to turn a product into a service." Sumeng told reporters that we help overseas customers to cover the domestic channel business, including the Chinese three major operators of six game bases, these are overseas developers can not do. More importantly, the fun game of the local transformation of the game proposal, this will directly determine the income of fun games. Sumeng introduced that the original design is more suitable for foreign countries, we have to modify the product localization, such as in the "Fruit Ninja" in the domestic release version of the Chinese elements. For example, the Chinese more familiar with the peach, adding a Chinese-style background, the knife to cut the fruit to improve, ready to buy props. So the user experience itself changes more in line with the use of Chinese users habits. It is understood that these localized adjustments and modifications for the "Fruit Ninja" user experience improved a lot. But there are some examples that make the music more regrettable, Sumeng reluctantly said, the localization of these games to improve the first to see the developerAttitude. "Angry Birds" do not want to do localization, a lot of improvement experience did not listen, cooperation speed and action will be slow, follow-up can not help them more things. "Fruit Ninja" and "Angry Birds" is almost the same period of product, but "Fruit Ninja" income is far higher than "Angry Birds", about 5 million ~600 million yuan per month. "We are more like a brand manager," Gao Linton told reporters. "For quality products, such as" Fruit Ninja "" The Temple Escape "and other product will introduce targeted game publicity and improve the plan, strengthen the brand building of the game, give the brand longer life cycle. For example, "Fruit Ninja" "The Temple Escape", the fun game announced that it will make a Chinese version of the relevant game this year, and add more in-depth content. Le tease to do more in-depth customization. It's obvious that fun is getting the developer's game resources through meticulous service, but the mobile game is becoming more and more hot and the competition is fierce. Tencent, everyone, when the music is to do both channels and investment developers, to carry out upstream and downstream integration to obtain more resources, in this case only to do the agent's fun can continue to win the market? Gao Linton confessed that the platform began to centralize and would certainly occur, always hundreds of channels, this is not realistic, the only solution is to make a deeper relationship with the developer, not only to help him develop the channel, do the development channel is Coolie live, but help him do the Chinese version, let him join the Chinese elements, no matter how the channel changes, He still needs a local development team to help him with local considerations. Analysis on the foundation of the evaluation model of the Institute of International business model to be strengthened the fun games uphold the concept of "chasing a game like a star entertainer" through an understanding of the product of the so-called core advantages of the business team, made a good game of the domestic agent distribution rights, to create an agent-oriented from localization to customization of the business model. But it needs to be reminded that the foundation of the business model that supports the development of fun games is yet to be strengthened. Le tease to the business advantage as the core competitiveness, in our view, whether it is their own training, or through the way of digging people, copy this understanding of the product of the business operations team is not unattainable. Le tease this advantage as a popular game agent to win the Magic weapon is difficult to last. Because of Tencent, Shanda These industry giants, the establishment of such a team has been almost no threshold. More critical is that the attitude of the game to play, as the difference with the competitor, in our opinion, the attitude is of course very important, but it is difficult to grasp and easily volatile psychological phenomenon as a difference point of the competition will undoubtedly be very unstable. As long as you find that the fun mode of making money, I believe that many competitors will choose the same attitude. Also, the localization of foreign games is the basis of the business model of fun games. But generally speaking, the nature of the agent decided that there is no intellectual property of the game, the local transformation of these games must first look at the attitude of developers. Let the developer's behavior tend to determine the success or failure of the cooperation or profit, this building on the attitude of others in the development model, also often fluctuate. More worrying is the funThe solution is to deepen the relationship with the developer, build the success of the enterprise in the relationship between the stakeholders, and many practices have indicated that it is difficult to achieve long-term development alone.