Hand Tour approval pressure weakened, will bring spring breeze?

Today on the Internet, the most widely disseminated industry news, than the state news and publication of SARFT (for short, radio and television) "on the Standardization of Mobile network game publishing and examination and approval of the management notice" interpretation. The notice said that the end of the year will be issued a new hand tour approval procedures, reduce the mobile network game approval process.

It is understood that the "notice" will strive to be issued before the end of December to implement, proposed to not involve ethnic, religious, history, politics, territory and other content, no story or plot of the simple elimination of class, tower prevention, parkour category, chess, music, dance, sports category, flight shooting category, Puzzles and other leisure puzzle domestic mobile network games using easy approval procedures for other categories of mobile network games to further compress content review time, improve the efficiency of approval.

In the general media view, the approval process to improve the domestic hand tour industry has two major positive: first, the new rules to simplify the approval process, will be to some extent attract more capital into the game market, stimulate the development of mobile network game market; the second is to simplify the approval process, will be on the game products (especially the mild leisure class) Bring more convenient commercialization process, so that users in the game products lost freshness before, can realize as soon as possible recharge profits, for manufacturers to bring more opportunities and living space.

Both of these starting points seem to be right, but you don't seem to consider the needs of the users. With the 2013 blowout and the 2014 Great Leap Forward, China's hand tour market in this year to break 20 billion yuan is on the iron plate nails. And the old approval process simplification, which will determine the next year's hand tour market promotion Progress-this for the capital level, it means shorter kapyong fast hand travel market, even if the product is not reliable also have a shorter period of visual inspection. Therefore, some industry insiders believe that the release of new regulations can attract more capital injection, stimulate the development of mobile network game market.

But if we look at the nature of the market, we will find that the new regulation is not a big event that deserves the encouragement of the industry. Experienced practitioners are bound to smell a different taste--who is the policy? The Chinese gaming industry has always been under the management and supervision of the Ministry of Culture, the general administration of credit, the Press and publication administration and the three major government departments.

Radio and television since last December began to brew and implement the "approval burden" of the machine plan. But for hand-tour manufacturers (especially developers), the real need to face the big head or version of the department. Hand Travel matrix The well-known manufacturers have disclosed that: in general, the approval of this kind of thing, sometimes very good deal with, sometimes very troublesome, depending on the difficulty of knowing the specific approval rules beforehand. For example, the version of the Department requires that the game can only be simplified characters rather than traditional characters, which for inexperienced developers is to let art redo two times development costs.

On the other hand, at the end of 2013, the Ministry of Culture issued a "no need for the Ministry of Culture approval, mobile gaming industry review of the record work to the enterprise self-audit" management measures, coupled with radio and television from last year and this year in the ongoing attempt to implement the "Hand travel publication Approval Management notice"-even in the "professional knowledge exchange" known to the platform , for this question is vague and vague answer: "There is no necessary process, but a slightly larger company will be on the Ministry of Culture for the record." ”

From the answers of these professionals and the practical experience of practitioners, does the simplification of the approval of radio and television have any promotion effect on the market? My personal opinion is "NO".

Through the data can be found that in 2013, the approval of radio and television altogether through the import network game 48, domestic network games 549, imported video games (that is, stand-alone game) 11. These are the overall quality of the products have reached a higher level, with a certain threshold of access and user recognition. But for the industry's media and distribution peers, the conservative estimate of 2013 years on the shelves of at least 3,000 and 2014 years at least 5,000 products of the hand market, this amount is certainly not a department or authority to have a strong and full coverage. Therefore, SARFT has gradually standardized the approval process in recent years, in fact just to compress and shorten the review time as far as possible, in order to ensure product quality under the premise of improving the efficiency of the approval.

So in the face of the next year management more enthusiastic investment, at the same time the market appears more giant, showing the Red Sea trend is the hand tour industry, now out of the "approval to lighten the burden" applauded sound, we should not leave more than a certain mind? In this strong domestic channel of the king, Tencent Products and other manufacturers of quality heavy hand tour to the iOS bestseller list, Domestic pay list and ushered in "1 yuan file" the opportunity of the joint-the so-called Hand tour "approval to lighten the burden" really will rival parade industry to bring great benefits?