Grand Game Zhang on 2013 strategy: transforming MMO to promote multi-platform

"TechWeb Report" January 8 News, 2012 China games industry annual meeting opens today, the Grand Game CEO Zhang in the speech link share the Grand game in 2012 practice and the ponder. Zhang said that for the Internet industry, especially the gaming industry, the drastic changes in the 2012 just past, and 2013 will have more variables.

Zhang revealed that the grand game in 2012 mainly has three major strategies: adhere to the company's core advantages of MMO, the introduction of high-quality MMO games, increase to mobile games and other new areas of investment, increase the expansion of global operations.

In the end of the field, Shanda games on the one hand will transform large clients, reduce the threshold and continue to renovate, so that the MMO to the slight end, the page to swim, hand swim to do cross-platform transformation; In addition, the original MMO games will be implemented to enhance the gaming strategy, and constantly based on user needs to launch a new version and improve the experience of new initiatives.

Zhang revealed that in the hands of independent research and development, Shanda games using the "Grand whole manufacturing" model, and literature, film and other brothers to play a synergistic effect. "Although our revenue contribution to mobile gaming is still less than the PC platform, we believe it will have a broader future," he said. ”

In the speech, he also unveiled the latest hand tour "Magic", which is the first in China based on the same period of grassroots literature of the Hand tour, will be in iOS and Android two platform synchronous launch. (Chuck)

The following is the full text of Zhang:

Leaders, distinguished guests, ladies and gentlemen,

Good New Year! First of all, I would like to thank the gaming industry for providing such a good exchange platform, it was at this time last year that our grand game and game snail announced the double core operation of the nine Yin Canon at the annual meeting of Xi ' An, which proved that the dual-core operation model based on open cooperation has achieved very good results, I would like to believe that the choice of Suzhou is the nine Yin in 2012 to achieve the affirmation of the results, it means that if the 13 our introduction game "space-time Rift" performance is good, whether the leaders are invited to consider the annual meeting to the United States.

From Xian to Suzhou, change is the time and place, the same is all of us here in the game industry attention, and I want to share with you today is the theme of "2013 Grand Game Change and unchanged."

For our internet industry, especially the gaming industry, the drastic changes of the 2012 just past, I believe 2013 will have more variables.

One of the Web games in the last year to maintain the momentum of growth, and mobile games is also a steady development, the current domestic mobile game has nearly 200 million users and more than 5 billion yuan market size, what will be 2013? Below I from the Grand game 2012 years of practice and thinking and colleagues to share.

Shanda played a few things in 2012:

First, adhere to the company's core strengths unchanged.

Where are our core strengths? More than 10 years of operational experience tells Shanda Game core competencies in MMO.

The current gaming industry is becoming more complex than ever before, with nearly two years of talking about web games, mobile games, and even a lot of people guessing that the era of big MMO is over. But as a game enterprise in the online gaming industry for 13 years, we did a player survey not long ago, the result is unexpectedly and in reason, we found that the core players did not reduce the expectations of high-quality MMO, but the degree of expectation is far higher than the web game and mobile games.

I think that the big MMO era is definitely not over, but the players to play the game, content and quality requirements are higher, the same quality, low quality MMO can not meet the needs of users, but also the need for quality games to continue to launch. This requires US practitioners to be more serious about their products and users, focus on the user experience and the game itself, to design and develop products. 2012, we released a variety of MMO, the harvest of players and industry acclaim, we and the game snail dual nuclear operation "Nine Yin Canon", the release agent of the European and American 3D "dynamic online Games" "time and Space Rift". We are about to release the new game also always maintain high expectations, including: The World's first online game creation platform 0 worlds (Zero), according to the grand literature of the same name of the popular network novel adaptation of the 3DMMO masterpiece "Bright era." These two independent research and development games although not yet launched, but we in 2012 years to increase their investment in research and development, hoping to a higher quality early and players meet.

How to tamp our ability in the core advantage? Just grabbing new MMO is not enough, online gaming companies also need to constantly upgrade the existing brand's version update and operation services, to extend, update, and do well on the core of MMO, and not only will the MMO not go downhill, but the opportunity to rely on new platforms, new users, and more robust performance.

This update showed a very significant trend in 2012, mainly in two different ways.

The first way is to transform the large client, reduce the threshold and constantly refurbished, so that the MMO to the slight end, the page to swim, hand-swim to do cross-platform transformation. Mobile version, web version of the game for MMO games, to a certain extent played a "player enlightenment" role. On the one hand, the new platform of the game to draw new players, a good game experience and set by the player affirmation, that is equivalent to the MMO itself brand is recognized, the player is completely likely to try the game of the client. In addition, the page and hand tour of the player may also be introduced to the end of the tour, the platform between the user to import, and ultimately to form a more powerful brand effect. 2012 our "Legendary World" on the first implementation of the full platform on-line, has launched a micro-end, web games and mobile games "Jag handed down", 2013 we plan to be more excellent IP launch multi-platform version.

The second approach is to perform an enhanced gaming strategy for existing MMO games, constantly introducing new versions based on user needs, and launching a series of new initiatives that will help improve the user experience, including new gameplay, and more. Our legends, handed down and other products have launched a variety of innovative features of the upgrade version and play, and constantly update the game screen, users are very receptive to such a promotion.

These products because of the long operation time, the player formed a fixed community, but also a good foundation for the user to retain, so in the future we will further strengthen the game's community function, expand User social circle. Including the legendary world and the cooperation of the movie, including the legend and the cooperation of some tourist attractions, will make the brand's influence continuously extend.

Second, to increase investment in new fields such as mobile games

The importance of new areas such as mobile games and global markets in Shanda is a strategic level, and Shanda has begun a strategic layout in the field of hand travel in 2011. We use the South Korean subsidiary Actoz Soft as the center launches the handset game business The global operation, we also and the famous game company Square Enix (SE) to reach in the Hand tour area strategic cooperation, at present we and SE cooperate the first 4 models of mobile games: "Final Fantasy", "Final Fantasy II", " Final Fantasy III and the "millions of Arthurian" programs are launched in 2013 in Korean and Chinese versions, and released to the world via Actoz. Latest News: On December 20, 2012 (million King Arthur) has won the South Korean Apple store comprehensive income ranking first! The Android Market is also very strong, in the South Korean mainstream market is ranked top six.

In the hands of independent research and development, we use the "Grand whole manufacturing" model, and literature, film and other brothers to play a greater synergy effect. Last September we launched the novel "Star Change" Hand tour Creation "Meteor Tears", here I will give you a message to everyone, is about to launch a hand tour "to the Devil", is the first in accordance with grassroots literature adaptation of the Hand tour, iOS and Android two platform synchronous launch. Although our revenue contribution to mobile gaming is still less than the PC platform, we believe it will have a broader future.

We are practicing the "grand all manufacturing" mode, based on the classic MMO brand derived from the multiplatform version, through the mutual import between the platforms, will further expand the new user community, and ultimately to create a more powerful brand and user effects.

Third, increase the expansion of global operations.

Globalization has also been an important strategy for Shanda games. 2012, "The Valley of the Dragon" has become a grand game of the most successful new intellectual property, it successively in China, Japan and Southeast Asian countries have achieved success, we 2012 in Germany to acquire the Efusion company, is also preparing for the "Dragon Valley" in Europe operations, is expected Q1 can be officially online.

In 2012, we have completed the establishment of four global service platforms for greater China, South Korea, Europe and South-East Asia, and we will use them to further expand core products and services, including the Dragon Valley, to a wider global area.

With the overall pipeline of the whole grand game, our follow-up products are also aimed at the positioning of globalization, including the "Dragon Valley" team's Second product "Dungeon Striker" will be launched this year, a grand independent research and Development times innovative products "0 world" and 3D unlocked large MMORPG "Panlong" will also be officially launched this year, 2014 will also include the Virtual 3 engine technology development of the "bright era" launched, these products will be fully considered in the development phase of overseas market demand, can be quickly launched to foreign markets.

How will we change into the 2013? On the one hand, technology is evolving, triple network convergence, bandwidth acceleration and mobile intelligent terminals will be more popular, on the one hand, consumer demand will be under the new environment under the influence of big changes, I would like to use the "2013 change and constant" to sum up: first of all, we still adhere to the MMO advantage unchanged, At the same time increase in new areas of change and investment. Change in the same, unchanged in the change, to create a more intelligent and healthier game development path.

Industry ever-changing, but I always believe that no matter how unpredictable the market, enterprises should do is to adhere to the user needs as the fundamental, adhere to innovative ideas, through technological innovation, content innovation, market innovation, and constantly meet user needs. Who can do this, who will be in the fierce market competition in an invincible position.

This is my speech. Finally, I wish this annual industry conference a complete success! Thank you!