Hand Tour market has no demographic dividend, great changes come to the big Hand tour giants how to deal with

September 17, Guangzhou, the hands of the channel UC Nine tour announced the launch of "new tour Expectations", and the entrepreneurial period of small and medium-sized game companies to support. Before this, 360 and Baidu 91 have also announced similar support policy, which means that the first three major hand-swim channels have started to support small and medium-sized game companies.

UC Nine tour deputy general manager Yu Xianwen said: "UC Nine is in fact the first to small and medium game companies to support the hands of the platform, but in the past has been very low-key, so the outside do not know, now need to convey to the outside world we support the small and medium game companies. ”

"There is a huge shift in the platform, which is why they have changed their position over the past year and turned their back on developers and distributors," he said. "A long-time observer of the market has made the remarks.

Through many inquiries, we understand that there are domestic hand-swim channels are changing, it is these changes, 360, UC nine tour and Baidu 91 of the three platforms began to change the past strategy, and constantly draw game research and development companies.

UC Nine swim hug Alibaba thigh

Yu Xianwen revealed that the current UC nine tour has been with the Alibaba Game Center team to select the game products, which Ali is equivalent to the role of distributors, UC Nine tour provides a platform. Both sides of the successful case of cooperation in the previous period of time is hot "Qin Moon", this game due to the extreme attention of Ali, got good results. However, due to the current UC nine products too much, so it is not possible to achieve all products from Ali to get similar to the "Qin Moon" support.

When it comes to the future, Yu Xianwen said that UC nine travel more hope to obtain the support of Alipay resources, as the current most perfect payment system, Alipay has a large number of real gold and silver users, if able to get through with Alipay, will greatly improve the convenience of hand travel payments.

"UC Nine Swim is not small, but from the volume of view is not compared with Ali, fortunately, Ali on the game this piece also attaches great importance to give us a lot of support, this point to see we are holding Ali's thigh." Yu Xianwen said.

In fact, in addition to the strategic choice to embrace Ali, UC nine tour launched the "new tour Expectations" is also a pleasing developers and players products. The list of games all for the informal public test of the new game, all based on the seal test and preheating and other early user activities to accumulate popularity. The list is based entirely on the game "expected value" for the system automatically ranked, and dynamic update, no manual intervention. For distributors, agents, the new tour of the list will be able to help developers to conduct early testing, so as to directly understand the market current potential products, prevent omissions and enhance their own product improvement.

360 Large purchases of overseas IP support developers

Chen, senior vice president of 360 games distribution, revealed to us that at present 360 has won a large number of well-known IP at home and abroad, and these IP future will be authorized to the 360 platform of game developers to use.

Chen did not disclose that 360 of the copyright costs incurred in the purchase of overseas IP, but there are rumors that 360 of the purchase cost of IP rights over the past 1 years has reached hundreds of millions of yuan.

Elvis Presley (a pseudonym) is a Guangzhou game company entrepreneur, his company has now received 3 well-known IP games from 360, if the research and development process does not delay, the first product is expected to be launched at the end of this year or early next year. He revealed that as long as a reputable development team in the industry was willing to sign an exclusive agreement with the 360, it would be able to gain a well-known IP copyright from 360 at the cost of 0.

"Do you know what these changes mean?" This was unthinkable 1 years ago, in the past we developers to find channels or distributors to talk about cooperation, resource support and the proportion is very harsh, let alone from the channel to get free IP authorization. Elvis Presley said.

Baidu 91 to increase the proportion of developers

If the UC nine tour is through the binding Alibaba, 360 is through the free supply of well-known IP to attract developers, then Baidu 91 of the practice is more simple and brutal.

A hand tour developer, who declined to be named, said 1 years ago, Baidu's 91 share of developers is generally 7:3, and even some of the unknown teams can be divided into 8:2. And now Baidu 91 to developers of the proportion can be done 6:4, if the well-known products once the exclusive contract can even give the proportion of 5:5.

"In the past is the developer to ask for channel business, now to some extent, as long as you have the strength, is basically the channel to ask you to give them the game, this is nearly 1 years I feel the industry has undergone great changes." said the person.

The Secrets of Reason

What is the reason for the past has been a strong hand-swim channels began to put down their posture, and investment funds to invest in resources to help hand-tour developers? According to our understanding, the following several important reasons lead to the change of hand channel:

Hand Tour Platform Centralization

Yu Xianwen revealed that although the current domestic hand tour platform is still showing a fragmented situation, but the most late next year, platform centralization will be the general trend.

In fact, the trend of centralized hand-platform is showing signs today, with 2013 Baidu shares 91, Ali shares UC nine tour, the current domestic hand tour platform has been Baidu, Alibaba and 360 rival the situation, coupled with a micro-letter game, the application of Bao these two major killer distribution platform Tencent, Today, the domestic market has Tencent, Baidu, Alibaba, 360 monopoly. It can be said that today's game market is already a continuation of bat+360 competition in the Internet. With the giant's involvement and the prominence of the platform centralization trend, the share is far more important than the temporary income has become the industry consensus.

Hand travel success rate is only 4%

Data show that the current domestic market, every 1000 new tour, only 40 games can be successful, that is, the success rate of new hand travel only 4%, which led to the development of hand-travel channel costs, operating costs, promotion costs are significantly higher than before. These costs increase while forcing the hands to travel channels have to draw more powerful developers to sign the exclusive, to enhance the core competitiveness.

No demographic dividend on hand tour market

It is understood that the domestic last wave of smartphone switching tide has ended in 2013, which means that the new smartphone users have been significantly reduced. As the hand tour market loses the demographic dividend, the life cycle of the hand tour begins to reduce greatly, in the past a product such as "I call Mt" The average life cycle can maintain more than 2 years, and now a good product life cycle is only about half a year. This also forced the hands of the channel to begin to change the past strategy, and began to woo developers with affinity gesture.