Giant Network president Guixe: old-style end of the ship need to turn around

Key hand travel era, "ship disaster Turn" is a few established client network game (hereinafter referred to as "End Tour") giants generally face common problems, by a classic end of the era of eating the world gone. Analysys International latest data show that the third quarter of this year, the domestic end of the market overall scale growth rate fell 1% year-on-year, this is the industry's first negative growth, to sing a bad end of the time Tim a fire. The data also shows that in the current market share of the first 10, in addition to Tencent a solo show and NetEase ranked sixth, the rest of the position has been "Legend of the Sword" production company, Silverside technology and other hand travel company occupied. Giant network president Guixe in an interview with "The first financial daily", said the two-year market on a large number of mild casual games to train a group of "white game" users to play the habit of the hand, but the industry's development is an inevitable trend is to heavy hand travel, the quality of IP (intellectual property) value chain of internal and external contention, will become a traditional service provider competition, one of the focus, like the December will be online "journey Pocket Version" is the value of their own IP mining again. IP Scramble in the west of Shanghai, the remote Songjiang giant Network Park, Guixe accepted this reporter's interview. He admitted that the giant in the hands of the "slow", but said the traditional end of the company in IP, channel, marketing experience and investment has advantages, once the ship turned over, to grab the market share is not difficult. Right now, the company is in the giant's first domestic hand Tour "journey Pocket Version" of the December online busy. "From the public test effect forecast, the first month on line tens of millions of or even billions of water is very possible." "Guixe said. According to the reporter understand, after the Shi Yuzhu has rarely asked about the company's specific business, he recently fascinated by the hand tour. Not long ago, a photo of him lying on the couch playing games on his mobile phone went crazy on the Internet. The founder's new hobby is in tune with the giant's current idea of shifting hands, but it is said he hasn't played the upcoming novel. In fact, this hand tour is the journey of IP redevelopment, the former "Journey" series has contributed to the vast majority of the giant's profits. In Guixe's words, the positioning of the hand tour is to pull back over the past few years lost tens of millions of of old users, just to tell the players have complex, "mobile phone can also journey." "At present, the industry on the journey of this IP valuation has exceeded 1 billion yuan." This is like NetEase opened customer service on the line of the Hand Tour "dream West Tour 2 pocket version", but also in the mobile phone to its own dream of the West Tour IP a deep digging and reuse. In the hand tour industry chain of 4 links (IP brand, products, distribution, channels), IP often determines the value of the game brand, the game in the end of the era of the world's brand, have been placed in the phone to play the heat of the end of the expectation. Guixe revealed that the end of 2015 is expected to be online on the journey of stand-alone version, and the corresponding launch of the journey of novel and film version, deep digging IP value chain. Industry analysis, this idea and the current Alibaba, Tencent in the field of digital entertainment "Pan Entertainment" layout similar. Industry insiders also forecast, in addition toThe internal IP potential, external IP competition will be intensified in the future, like this year ChinaJoy (China International Digital Interactive Entertainment (300043, shares bar) on the fiery auction of IP rights to become the industry's new vane. Internet literature, animation, film and other IP copyright price thresholds will accelerate the large number of small companies to wash out the industry. According to Guixe, the giant is now talking to Disney about copyright cooperation, the company's IP strategy in 2015 will be outsourced and self-learning dual-line. The transformation of fine quality from Analysys International to the third quarter of 2014, China Mobile game research and development enterprise market share statistics, Tencent game accounted for more than 34.41%, far ahead, ranked second in a year ago is also unknown "knife tower legend" production Shanglili silk game, accounted for more than 7.02%, became this year's industry black Horse. Wang Xin-wen, the CEO of Lilith Games, said in an interview with the first financial daily, team is to catch up with the hand of the outbreak of a good opportunity to grow, the introduction of real-time strategic elements of the traditional card game subversion, is one of the reasons for the success of the game, but as the player's demand for quality of the competition continues to improve, the future of new products will increasingly difficult to do, There may not be many opportunities left for the latecomers. After 2013 years of the second half of the first half of 2014, after the frenzied chase of capital rivals, the market in the second half of this year began to cool, the number of new products has been significantly reduced. Analysys International analysts believe that the hand-travel research and development market after a big six-year shuffle, a large number of small and medium-sized developers have been facing elimination, the traditional end of the tour, the page tour companies will further accelerate the mobile game area of the layout, fine will be the future competition point. Guixe that there is a wrong direction from the time of the page tour, that is, through the intensive online new game to "wash users", the future of the development of hand travel will return to the essence of the game, those high-quality, community interaction good long-term hand tour will stand out, followed by the hand tour from research and development to the threshold of marketing a comprehensive upgrade, This will be a big company's opportunity, "small companies will take out 5000万来 dedicated to do a hand tour of the promotion?" "At present, domestic hand Tour" Boss "Tencent to aircraft War," "XX" series, "Every Day XX" series, such as mild games to cultivate a large number of the original game is not very cold edge users, the whole market is a good thing, but Tencent, the industry leader has also encountered the development of hand-travel bottlenecks, It is also experiencing a transition to deep hand travel. And one of the problems facing its transformation is that, like the Korean communication tool KakaoTalk and the success of the "Japanese version of micro-letter" line rivals, Tencent also relies on micro-signaling platform to drive a large number of gamers, but these micro-letter platforms on the hands of the more moderate to moderate, The combination of platform and heavy hand travel does not seem to have the effect of the former, MA also recently stressed the importance of the application of the platform as a game distribution channel. Guixe revealed that in the channel construction, in addition to continue to build is in the rising momentum of the game real-time voice platform Doodle outside, mergers and acquisitions will be the main way, the giant network will be hundreds of millions ofThe dollar buys a well-known channel platform under an Android market.