Grand Transition make annual leisure game goal annual income 100 million

After the Grand games, 酷6网 and other subsidiaries have been listed, Shanda's another piece of the rest of the rest of the leisure game business has gradually surfaced.

"Chen Flyover gradually saw the rapid growth of casual games, the winger gradually hold higher expectations." February 9, winger CEO Pan Enlin in an interview with reporters revealed.

By the industry recognized as "strategic home" Chen Tianqiao has been a dream to achieve its "entertainment empire" ideal, has layout grand games, network literature, e-books and video and a series of industrial links. In these industries drastic move forward, Shanda's chess and brand leisure games appear low-key, sadly, also not be grand as a key strategy launched.

However, with the first three quarters of 2010, China's online gaming industry suffered a general decline, MMORPG (large multiplayer online role-playing games) game business model of the old and encounter cycle bottlenecks in the situation, leisure games are gradually again by the game developers attention. Grand also hope that through the integration of the winger Group resources, expand the competitive defense, enhance the overall combat effectiveness.

"Shanda will give the winger the greatest support in terms of human, material and financial resources." According to Pan Enlin, Shanda has integrated the winger game, the game Tea court and the Hao side battle platform, will its capsule into the wing group, and intends to make it the largest in China, the richest category of leisure gaming platform. With this adjustment, the original Hangzhou winger General manager Pan Enlin as winger Group CEO, the original Grand online COO Xu Chang also transferred internally to the winger Group as President.

After the integration, the winger Group will mainly build three pieces of business: Chess business, board game business and electronic competitive business. "Our goal is to make the three major players of the wing group the largest independent third party Internet chess Company, China's most effective electronic competitive platform and China's absolute industry monopoly of desktop gaming companies." "Pan Enlin said.

Integrated Casual Games

As early as six years ago, Shanda has begun to lay out the field of casual gaming. Just compared with MMORPG (large multiplayer online role-playing game), chess and card casual games exist a large geographical difference, ARPU value is not high weakness, has been in a state of tepid development.

July 2004, Shanda Strategic Investment China online game platform operator-Shanghai Hao Fang Online Information Technology Co., Ltd. The same year, Shanda bought the winger software. December 2005, the Grand announced the acquisition of domestic leading leisure gaming platform "game Tea court." Through the above acquisitions, Shanda sowed the seeds of cultivation in the field of recreational games.

According to "game Tea Court" founder, winger Group CEO Pan Enlin recalls, "Game Tea Garden" is its 2000 founded a casual chess game company, the company headquarters in Wenzhou. Grand acquisition, "game Tea court" users up to millions of, and has been profitable. "2005, a grand surprise takeover was a sensational event. In Wenzhou's business culture, few foreign companies buy local companies. ”

Pan Enlin said: "' Game tea Garden ' see Grand is really want to play casual chess game as their business mission to do, through the injection of the grand cultural brand, funds and other aspects can be a casual chess game scale bigger." Since the acquisition, the "game Tea Court" headquarters from Wenzhou to Hangzhou, the original following to Hangzhou's team of about 10 people, with the winger Software office operation.

But at the beginning of the takeover, the winger and the "game Tea garden" were not effectively integrated. Leisure chess business has a strong regional, that is, the rules of the game in different places are not the same. The winger and the ' Game Tea Garden ' were originally laid out in a different market, so there was no immediate convergence. "Pan Enlin said.

Pan Enlin began as president of the winger Group in 2006, and began to consolidate its operations. "We mainly from the company's cultural integration, has tried to break up the people, and learn from each other." The goal is to keep both the winger and the tea court game authentic, but also to improve development and research and expansion channels to accelerate market expansion. ”

However, the company is subject to the dominance of Tencent in the field of casual gaming and the low-end and decentralized of the audience of casual games, and the winger Group has been in a steady development situation without much dazzling place.

According to Pan Enlin revealed that until nearly two years, with the casual chess game further large-scale, as well as the emergence of new business points, leisure games to find a new development basis.

Explore new business models

Pan Enlin told reporters that chess and leisure games, electronic athletics and board game essentially have the same place, even if there is no internet can also play online, but the internet to the original narrow space of the game into apart users can play in the same platform game, "the three are essentially a synergistic relationship."

Competitive games, in 2005 since the Government to increase support, the national various types of electronic sports projects in the domestic rapid development. "China's electronic Sports development scale and speed has far surpassed Europe and the United States and other developed countries." "Pan Enlin said.

Hao Fang, since July 2004 by the Grand Strategic investment, but also more stable development. According to the introduction, the highest at the same time the number of people online has reached 800,000, become China's largest electronic sports alliance organization, but also provide the richest economic game information and online games information.

"Hao Fang currently does not charge a single game fee, mainly rely on membership system and advertising fees and other income." "In the future, the innovation of the business model of electronic competitive games will be one of the important tasks of the winger group," Pan Enlin said. ”

"We are making an open interface to generate revenue for developers in addition to gaming," Pan Enlin said. When the number grows to a certain extent, the business model will naturally be clear. ”

On top of that, the winger is exploring new business models through platform integration because of the synergy of the three blocks of casual chess, electronic athletics and billiards. Pan Enlin told reporters: "We are developing a variety of real-time communication tools for platform games or information publishing tools, for example, IM, SNS and microblogging methods, so that would have played but did not play three types of games in one of the users easily get another piece of business information, so as to produce the need to try to integrate into different business. ”

It is reported that the casual chess game, the winger has also opened the API interface to increase openness. "The technical staff can modify the rules of the game locally through the interface, so that they can better reflect the local cultural products." ”

Table tennis is another key game for the winger. Last July, the winger sued Hangzhou for fun playing digital, suing the defendant's operation of the "Three Kingdoms chop" infringement. The industry saw the move as a winger who would sweep the risk of infringement and lay the groundwork for an unshakable position in the board.