Hand tour may not cool, video games or will inherit

Guide: As an industry that began to rise two years ago, the growth of the hand-travel industry is staggering. And for the game industry, the second half of the year will be a golden period, the second half of the increase is bound to be greater.
As an industry that began to rise two years ago, the growth of the hand-travel industry is staggering. And for the game industry, the second half of the year will be a golden period, the second half of the increase is bound to be greater.

Since last year, in the capital of the industry in the ripening effect, a large number of team Denver hand tour. In Shenzhen, the city, both Tencent and other big taps, there are burson interaction, in the green treasure, the appropriate search, the days of the cube, such as a group of "small faucet", a large number of small and medium-sized dark Horse enterprises and teams have continued to enter this field. Industry insiders believe that in the industry into the outbreak period, the hand-travel industry chain of an important change is in every aspect of thinking about their core value where.

This January, Shenzhen private Enterprises-Boya Interactive, "Forbes" "China's most potential SME list," the top, causing industry concern. In fact, as early as last November, the exposure of the game company in Hong Kong successfully listed as the "new shares in the market," when the industry has become the eyes of a "black horse".

Also as a Shenzhen hand tour industry, for the development momentum how all the way up, Burson Interactive CEO Zhang Wei in the South Daily interview, said its experience summed up only "focus" two words.

"Companies that are able to do so long tend to be involved in new areas early in the market development and occupy the market in the medium term," he said. He believes that the development of Burson has undergone three transformations, and the logic behind it is based on the judgment of the industry. In the three transitions, the tour company has been "less is more" philosophy-put most of the focus on moving the end of the layout, deep into the chess game, actively try new terminals.

Three transitions of a hand tour enterprise

"Burson's first transformation was in 2008, from doing chat rooms to playing games." At that time the company did not go on, do not change, is forced to transition. The second transition is 2010, from doing web games to mobile Internet, the transformation is relatively successful, today's Burson results from that transformation. Zhang Wei said.

2001, Zhang Wei resigned his business, set up a Boya studio, focus on the development of chat room software. 2008, a clear sense of the advent of the mobile Internet tide, Boya Interactive set up a hand-travel research and Development Department, the initiative began to explore the hands of the tour. In those years, Burson Interactive launched more than 10 games, covering children, leisure, such as heavy class.

"Mobile game is a new field, mobile internet just up, Shenzhen immediately have a group of enterprises to follow up quickly." Zhang Wei said, Shenzhen hand tour industry has Huawei, ZTE, cool, such as mobile phone manufacturing enterprises strong production capacity, coupled with mobile and other three major operators in the network infrastructure resources Rich, for the Shenzhen Hand tour industry development created space.

"Companies that are able to do so long tend to be involved in new areas early in the market development and occupy the market in the medium term," he said. Zhang Wei believes that the logic behind Burson's transformation is based on the judgment of the industry.

"The key to transformation is the transformation of thinking." Zhang Wei understands, the hand swims has own characteristic. Need to adapt to mobile screen, make full use of the characteristics of mobile devices, such as vibration, the screen and so on. The only way to get these features right is to be a real mobile product. At the mobile end of the operation to be as simple as possible, the button can not be complex.

Just beginning to try to develop the Burson Interactive, did not really understand what is called mobile games, the development of thinking has not changed, the initial launch of the hand tour "can hardly occupy any market." "Many products now look like mobile versions of PC games, just moving games from computers to mobile phones," he said. The early hands of the enterprise almost all have this problem, who first lose the traditional thinking who will be able to win the opportunity. Zhang Wei said.

In the past, team members were doing PC games, with a strong PC thinking, in order to change the situation, Burson Interactive set up a special mobile gaming department, to recruit people, the researchers made a big adjustment, completely cut off the relationship with PC games.

Over the years, the tilt of the mobile end has been increasing, with 70% to 80% of the current Liberal-arts interactions in hand. From the income structure, the mobile end of the revenue from the market accounted for about 30%, up to the current more than 50%.

"For a game, there is a big difference between paying and not paying for user loyalty," he said. "In order to adapt to the characteristics of mobile internet users pay habits, Burson interactive access to mobile phone text messaging channels, but also adopted a strategy to reduce the fee threshold--previously on the PC to encourage users to spend 50-100 yuan, now the PC side to encourage one or two dollars in consumption."

As the number of payments has increased, the Burson-interactive pay-for-user base has widened, from 366,000 last June 30 to 1.436 million people in the same period in 2014, up 292.3%.

Chess game life cycle is relatively long

After the successful layout of the mobile end, Burson's third transformation is to focus on the chess game. In Zhang Wei's view, "Most game life cycle is very short, on the line after a few months slowly without sound, we want to find long-term value." Compared with other types of games, chess and card games for all ages, life cycle is long, do more than 10 years no problem. ”

In fact, the biggest value of chess game is to satisfy the fun of game between people. Game is a person's very essence of fun, game mentality is everyone's needs, and chess game from ancient to now is to meet the needs of people. Zhang Wei said, want to become the "evergreen tree" of the Boya interaction, has been insisting on the chess game "deep".

As for the overall revenue from the world's liberal-arts interactions, nearly 90% from the "Texas Poker", only a chess game how to be competitive, Zhang Wei explained, "Texas Poker" There are many kinds of products, "the landlord" and other games have a variety of versions, they in many languages, multiple versions in many regions to generate revenue.

In Zhang Wei's view, the market of chess and card games is far from being fully tapped. "Now the localization of chess and card games, the division is still far from the current interactive products can only do to cover several provinces, there are a large number of ' local characteristics ' has not been excavated." He believes that the next step, chess and card games of the division, localization of the development will become a trend.

Not only is the Burson interaction, the current industry for the chess game market prospects are also very optimistic. By 2017, China's overall online chess game market will grow to 8.6 billion yuan, of which 90.7% comes from the mobile end, according to a consultancy report by market research agency Eric.

Just a short time ago, the game giant Tencent launched a micro-letter version of the chess game "every day in Texas", and Burson interactive form of direct competition, while its "Texas Poker" daily average download volume has doubled several times. "This competition is actually beneficial to us and has the effect of nurturing the user." Zhang Wei said optimistically.

Future prospects of TV game

From the explosive growth of industry to the capital competition, the hand-travel industry has earned enough attention since last year. And this year, whether the hand swims will return to the rationality? Will the future tour industry continue to explode?

In Zhang Wei's opinion, the hand swims the heat short-term not to cool, but along with the industry development, the population dividend reduction and the user contention further intensifies, leaves everybody the opportunity not to be many. If the previous product and enterprise is crème, the future is to choose one. We all do hand tour, but make money is a minority, the future will certainly be so, this requires enterprises to take the fine route.

"Our core strategy is to do chess game, the content of the same, but in the terminal will follow the trend of the times, the new terminal to try the aspect of no ambiguity." Zhang Wei thinks, the One direction that can see more clearly now is the video game.

Earlier, Shenzhen, China Mobile gaming base, Shenzhen Development Day Salon, Xiang Yi, product manager of China Mobile Gaming base, said that in the era of intelligent television, home TV games will usher in a new era, the future home video game market or up to 39 billion yuan output value, and this is only the hardware output value, accounting for the entire industry 14 %, plus the game content, can form a hundred billion yuan market.

"Chess games are especially good for playing on TV terminals, and there will be a large number of customers coming together." This and chess game of the user base is mostly related to the elderly. He revealed that the current Burson interactive active layout of the TV terminal, set up a special team to develop video games, has launched four products in Jiangsu and Zhejiang Smart Set-top box more popular regional pilot, in the future will be with Huawei, Konka, Hisense and other manufacturers to carry out in-depth cooperation.

In addition, the second quarter of this year, Burson completed the two internet companies-Shenzhen Hong Kong Cloud Technology Co., Ltd. and Shenzhen Network Technology Co., Ltd. Equity investment, the shareholding ratio of 12% and 15% respectively.

It is understood that the core business of Hong Kong cloud technology is the camera photography effect beautification system, its main customers for domestic and foreign mobile phone brand manufacturers. The core business of the world is the development and operation of Internet Protocol TV Android STB channel platform and the development and operation of Lottery. Through the above two investments, Burson Interactive hope in the mobile phone brand manufacturers channels and domestic IPTV channels to further development.

"The promotion of home TV terminals is mainly driven by operators, many people feel that they can watch TV, this market demand has not been excavated." While watching the future of video games, Zhang Wei believes that the market will take at least 3 years to break out. "At present, the bottleneck of video games is mainly in the cost and market intelligence set-top box is still in the process of shop, most families use the traditional set-top box, Smart set-top box is waiting for a ' initiation point '. ”