Gold NET swims The research report: The Handset game screen is small, the foreground cannot be underestimated

(i) Beijing time March 16, CICC released its first report on February 1, 2012 covering China's online gaming industry, and CICC said in its report that mobile gaming markets, especially mobile games, will grow rapidly, following for the "Mobile games: small screen, but the future can not be underestimated" part of the main content:

Mobile games are mainly divided into mobile phone network games and mobile phone single game. Mobile games can support multiple users at the same time play the game online, on the other hand, playing a mobile phone game is generally not the need for the Internet. Driven by multiple factors, rapid growth of mobile gaming market according to the two surveys by Iris Consulting and GPC and IDC, the 2011 China Mobile gaming market and mobile games market income reached 3.9 billion yuan and 1.7 billion yuan respectively, year-on-year growth rate of 51.6% and 86.8%. We believe that the next three years will continue the rapid growth trend, the 2011-2014 mobile gaming market and mobile games market income growth rate will be 37% and 41.3% respectively.

Mobile gaming market, especially mobile games market rapid growth is mainly due to the following factors:

Mobile Internet market strong growth: 2006-2010 China Mobile internet users of the annual composite growth rate of 105.4%. We estimate that the number of users increased by 11.8% to 339 million in 2011. In addition, according to the data provided by the IRIS Consultation, 2011 China Mobile internet Market Size grew 97.5% to 39.3 billion yuan. We expect that the next few years will continue the current strong growth trend, the 2011-2014 market size of the annual composite growth rate will reach 75.6%.

Mobile gaming is booming: information from Analysys International shows that mobile gaming is the most popular free/paid app for domestic mobile internet users. 78.4% of mobile internet users have played mobile games; 46.9% of paying users have bought mobile games

Smart-phone options are more diverse: the average smartphone price has fallen from $3,658 in 2003 to $2,401 in 2009 years, according to the data provided by Sadie's consultants. Among them, the market share of low-end smartphones (priced below 2,000 yuan) soared from 4% to 41.4%. In the 2 quarter of 2011, Android phone shipments climbed to 6.82 million from 269,000 in the 1 quarter of 2010, with an annual compound growth of 1,229. The market share of the two most popular smartphone operating system-ios systems and Android Systems has also risen rapidly in recent years. The market share of iOS and Android in 2011 was estimated at 12% and 30.9% respectively, according to data from the media network. We believe that smartphones, especially the wide touch-screen smartphones, can greatly boost the experience of mobile gamers, boosting the growth of the mobile gaming market. In addition, the IOS system and the system is popular with users, prompting many game developers on the two platforms to develop various kinds of mobile games, so that the two systems on the emergence of new mobile games.

Charging mode Diversification

Mobile phone game users and mobile network game users have different preferences in the number and time of playing games. According to an investigation conducted by Eric, we found that the preference of mobile games players is similar to that of MMORPG and other computer networks, while the Shichang of mobile phone game users play games every day less than the number of users who play the game each week. We believe that for users, mobile phone game is more suitable for playing a fragmented leisure time than mobile games.

Compared with traditional computer network games, the charging mode of mobile game is more diversified. In addition to the traditional online and offline channels (online banking, third-party payment sites and offline payment cards, etc.), mobile gamers can also pay for mobile games through mobile phone operators or other micro-payment channels.

Mobile phone Games: An investigation by Eric Consulting shows that prop charges (including charging for game equipment, tasks and information) and one-time download/activation fees are the two main charging modes in the mobile phone game market. In addition, because many users mainly in their fragmented leisure time playing mobile phone games, resulting in mobile phone game users monthly average consumption is lower.

Mobile games: Charging mode includes charging by time (mainly monthly package) and charging by prop. We believe that, because in the game more close to the general online games, mobile games users ARPU value higher than the mobile phone game users. In addition, similar to the social gaming market, the developers and operators of mobile games often inject a certain amount of embedded ads inside the game, which is also an important source of revenue for these mobile games.

Platform contention

In the domestic mobile phone game market, the game platform becomes the new focus of mobile operators (China Mobile, Chinese Unicom (600050, shares) and China Telecom), terminal manufacturers (Apple, Samsung and Nokia) as well as major internet companies (Tencent, Shanda and NetEase) competing with each other. At the same time, we believe that the recent rise of mobile internet companies have a certain advantage of the first mover.

Mobile service operators have a monopoly advantage in wireless networks, gateways and mobile phone micro-payment channels, so mobile service operators have a clear advantage in the mobile gaming market during the period when mobile gaming is emerging. However, because of the channel closed, the user experience is not enough attention and the mobile service operators and game operators and game developers, the profit sharing is not fair, mobile service operators in the mobile gaming market, the influence has been less than before. In contrast, mobile app stores are increasingly becoming the main channel for game developers and operators to launch and run games. About 60% of iphone users have downloaded mobile games from Apple's App store.