Game industry 5 years of Change: Hand Tour redefine industry trends

Ge Xin in the game industry in the 5 years of the big change, whether the old forces or the new aristocracy, their success of the value of the decay period is rapidly shortened. All industries must keep up with the changing situation, or they will face the fate of being eliminated. Just like "bang", the game is pushed to everyone. We don't even have a response time, we've been labeled "Player" by various research institutions--July 2012, Niko, a US gaming research agency, released a report said that year China Mobile game players will be 192 million, one more than the number of PC game players; January 2013, China's Zhing games, sponsored by the "2012 China Game Industry Report," said the Chinese game market real sales revenue of 60.28 billion yuan, the first breakthrough 60 billion scale. The numbers are always dull and unimaginative, but when we hear the child's voice around us-"mom, I want to play the game"-it may suddenly wake up and it's not the game world we understand. At that time, playing a game or something that seemed solemn to others, meant that there was a need for a professional gaming device with a PC or Xbox and a lot of playtime. But now, we are accustomed to the phone to the children to play the mother, as well as at any time out of the game to put away the mobile phone chic. It has to be admitted that hand-swimming is playing an important role in the wave of popular games. While it accounts for less than 10% per cent of the global game market, hand-swimming is redefining the broader trend around the world-on the one hand, every natural person on Earth is being brought into the game crowd, and, on the other hand, the fundamentalists who produce absolutely exquisite MMORPG games, represented by Blizzard, But could not resist the decline. In the 5-hour period in which jobs was reinventing the phone, especially for nearly 3 years, the outbreak of hand-swimming has redefined the fundamentals and details of the game industry. This change not only overturned the previous game industry pattern, and profoundly affected everyone's daily life, and even quietly change the whole social ideology. The rules of the game are changing. One of the big changes: Everyone is gamer 3 years ago in the Chinese market, whether it is client-side games or web games, they are consumers of the polarization of the crowd: rich and very busy high handsome people, and no money but very busy 3G people (Game, Girl and Gamble). Although the game industry has been imported into China for many years, the fundamentals have remained unchanged. Even in the age of functional mobile phones, this pattern remains. However, the gradual popularization of intelligent terminals has overturned this fundamental. 3 years ago, Gamer was also limited to describing the professional players who were willing to pay a lot of time to stop the game, and now everyone can be gamer, only if they have a smartphone. As the number of gamers quietly exceeds the number of PCs, gaming consumers have become the longest "long tail" in the TMT industry. There are deep social reasons behind this.。 Only after more than 10 years, the game in the family's status realized by the parents are not welcome to accept, and then to the national investment gorgeous jump. Everyone is gamer the cause of the formation of the trend, the objective level is naturally the popularity of intelligent mobile terminals and the resulting game experience simplification, access to the convenience of the game. But for subjective reasons, it seems that sociologists have no clear understanding of this, that is, in the process of rapid social development, people have a ARPU value of time. The evolution of the entire human race, and the history of human becoming busier, is not disputed. However, the explosion of the information revolution, with the Internet as its carrier, has made this accelerating trend suddenly jump. In a life when people become forced and increasingly need to bind their brains to the ocean of information and demand judgment, people's time seems invaluable, in other words, the ARPU value of time increases. At this time, with "live elsewhere" color game, in the popularity of intelligent mobile terminals quickly reduced the threshold of entertainment, catering to the psychological needs of people. As a beginner's first stage milestone, "Angry Birds", "Plants vs Zombies" and "Fruit Ninja" three of the significance of the game is to declare the new situation. Game industry in 3 years occurred in the big change in the whole society to promote the transformation has yet to be fermented, but "Spring Water plumbing Duck Prophet", this kind of everyone gamer fundamental changes, has led to the game product development ideas and channels of a series of industrial chain reaction. Big change of the second: the game becomes FMCG March 26, the Grand game released in the fourth quarter of 2012 earnings, net operating income of 1.082 billion yuan, a year-on-year decline of 25.9%; net profit of 214 million yuan, fell 29.6% year-on-year. Shanda Games CEO Zhang in the earnings analysis meeting, said: "Shanda games this year will be launched in the Chinese market mobile games." The Grand guys are finally going to change. In fact, Blizzard and grand-faced changes are not the fault of both the quality of the game and the market strategy, but the change in the atmosphere of the whole industry, and they are too slow to react to the game fundamentalism. 8 years after the end of the popular 2008, page tour suddenly rise. In the previous 8 years, through the online games business listed in China's end-travel company only 9, the operation of the net game products only 300. A page tour company that sells lightweight content has achieved the first round of generalization and rapid iteration of the product. Although the game screen and interactive content than the end of the trip are far apart, but the pace of the development of the page group is unexpected to everyone. Obviously, the mobile game is more lightweight than the page tour of the game, it was born earlier than the Web game. But the WAP and the Java Era hand travel quality, quantity and the bottleneck of payment channel, still not to the game industry's big pattern formation touches, 2009 before the hand swims the player and the page play home highly coincident, almost all is the consumer ability low-end 3G crowd. In 2009, after the advent of the popular tide of smart phones, solve the channel and pay the problem of massive high-quality hand tour, a large number of players from the groupThe PC end is attracted to the mobile end, so the number of gamer is surging. In fact, excellent page tour and hand tour ARPU value, perhaps not less than excellent end-trip. This fundamental change, the game company's definition and product form have changed radically: on the one hand everyone can set up a game studio; On the other hand, the threshold of gaming experience has been lowered to almost zero, fast has become a feature of almost all games, and the rapid iteration of the product has become the game rule of the new game era. As the mobile Internet channel Company under the Australian telecom--the bright spot time CEO Pudong Wan to "the commercial value" magazine precisely pointed out that: The game became the fast elimination product. From this point of view, if the page tour relative to the end of the tour is a reform, then the smartphone on the hands of the previous two is a revolution. Obviously, in this revolution, the e.a of positive transformation. Are much smarter than blizzard and grand. Big change Three: Channel fragmentation although each game developer is emphasizing their own game making how to fine, but the characteristics of FMCG is always: channels appear extremely important. Thus, the hand tour completely farewell to the end of the era of "production (product) canal (road) One" rule-a large number of independent channels and distribution agency companies appear, and in the channel to pay the cost of gradually overweight. And the results of the game developers to do so, and the chain led to the fragmentation of the channel, as well as the ensuing competition white-hot, multi-functional, and before the game industry and the forces are also beginning to gamer in everyone's background, infiltration into the game industry chain. These are 3 years ago in the gaming industry has not been a phenomenon. By 2013, the subversion of the whole gaming industry has not only been on the conceptual and trend level. In the 4th quarter of 2012, gamers spent the first time spending more on games in Apple's App store and Google Play than on traditional handheld games, according to a joint report by IDC and App Annie. In short, the hand tour is to the whole game industry brought about the revolutionary change. In this change, Shunzhi, Mighty. The revolution has yet to be settled, and the only thing to be sure is that the value of their success is rapidly shrinking, whether the old or the new aristocracy. All industries must keep up with the changing situation, or they will face the fate of being eliminated.