Hand travel industry crevice eyeing: Channel and copyright Operation Easy Breakthrough

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Every journalist Xiaixiaoping from Beijing

In the hands of competition to reach a white-hot three years ago, everyone's game has been aware of the current page of the industry has entered a crisis, and this today's hand tour market situation, somewhat similar.

With the development of the hand tour industry, the channel has become increasingly important, even has become a game between oligarchs. As one of the hand-seekers of the game found that the hand tour of the profit more and more from research and development to the channel transfer.

How to break through the hands of the tour operators to become an urgent problem to be solved.

Hand tour repeat page tour path?

Although there is a big difference in product form, the mobile game shows a striking similarity with the popular of the web game a few years ago.

In the 2010, the Web game was still on the surface in boom times. China Internet Network Information Center (CNNIC) May 27, 2010 released the "2010 China web Game Survey Report" shows that, as of April, The scale of Chinese web game users has reached 105 million, among them the social class webpage game user is 92.09 million, the large-scale webpage game user scale 23.84 million, the single page game user scale 37.91 million. At the end of the year, the report said that the total web game market was 2.8 billion yuan, an increase of 127% compared with 2009.

Hochang, senior vice president of Renren and director of games for everyone, recalls that in that year, the page-touring market was showing a downward trend in the growth rate, in contrast to the slowing of end-travel growth. More importantly, the spread of the page tour also showed signs of runaway. "The page Tour window is very powerful because we are going to be listed at the time (3.42, 0.04, 1.18%), so we do not do this kind of promotion, although its conversion rate is indeed very high." In fact, the user's view of the entire industry of web games, including the view of the ad is very poor. Continuing to do so, I think the conversion rate will certainly continue to decline. ”

Everyone game in research and development more than a year later, in 2012 launched a "cross-screen strategy", launched a number of PC-side and smartphones, tablets at the same time on the game, the web game resources through the background cloud computing and front-end technology transplant, gradually transferred to the smartphone platform.

At the time, the move was risky. But the success of the games, such as "The World in the Wind", which can be operated on Web pages, tablets and smartphones, has also brought a steady income to everyone, and has become an important force in driving performance.

Cao Xingbong, director of game operations for everyone, told the Daily economic news reporter analysis that the current Android game market, in fact, with the current page of the market has been a bit like, that is, highly dependent on the promotion of the channel capacity. In the age of the page, 37 games and other operating platforms to buy a lot of traffic, and then import the page tour, get a high number of registrations, and then through props to obtain high profits.

At the end of the mobile phone, because Androping users do not have a unified download channel, so all kinds of third-party markets and channels to flourish, Baidu to buy 91 wireless, everyone games Ader advertising platform Rise, is based on this "control channel" reasons.

Channel becomes the focus of preemption

Cao Xingbong Analysis, now a large number of companies are seizing a variety of channels, they are trying to infiltrate from different levels. The bottom is directly to do the mobile phone hardware, their own mobile phone. This point millet has been walking in front, "Millet opened up this big idea, now it seems there will be more companies to go this way, because the cost of mobile phone design has been very low." ”

Second, after a layer of mobile phone hardware, such as 91 wireless application market, is the bottom of all kinds of smartphone applications, between the market and mobile hardware, there are many layers. These layers, such as doing ROM, are equivalent to doing the operating system on the phone. According to the Daily Economic news reporter learned that Tencent and other giants in this piece made a very large layout, for the brush machine and do ROM manufacturers, they have a lot of control.

"But there is also a difference in the space, that is, no one to form a larger advantage, in this layer is actually a chance." "Cao Xingbong points out.

In addition, Cao Xingbong that there are some things on the ROM, such as the desktop or some of the necessary app, can make features or advantages, will cut out a certain market. And that's a bit like Facebook's home.

According to the Daily Economic news reporter, home distribution is not very successful, but, Cao Xingbong think, it is actually in the middle of this layer to do some cut. "Everyone games in this piece has the advantage that there may be some more characteristic applications to launch." And this area is currently the most optimistic about the micro-letter is undoubtedly. ”

In Cao Xingbong's view, the current status of the Android Market is that the resources to large companies and cash-rich companies gradually become an oligopoly game. In this process, as the channel gets more and more discourse power, it gains more and more.

He said, for example, on the Apple platform, developers and Apple are divided into 73, while on the Android platform, the paper is divided into 55, then the Channel collection of promotional, advertising and transport costs, many times a popular game, developers may only get one, 90% are taken away by the channel. But because the channel is strong, can make the whole game plate bigger, so the developer can only accept this income status quo.

Market prospects are coveted

However, there are still a large number of practitioners to enter the industry. According to a white paper on the game industry released by ChinaJoy organizers in July this year, the global smartphone sales reached 786 million units in 2012, up 45% from 2011, with Android handsets selling up to 461 million units, accounting for 15.78% of 58.65%,iphone. 2013 Global Mobile gaming market is expected to break 18.2 billion U.S. dollars (2012 to 11.8 billion U.S. dollars).

In China, mobile gaming revenues were estimated at $1,062,430,000 trillion in 2013, and in May 2013 China's Android and iOS active devices amounted to 370 million, with a mobile smart device for every 4 people.

In the hand tour market, 57% of the user's monthly payment is less than 10 yuan, 100 yuan below accounted for 79%,1% players in 10,000 ~3 million, 2% players pay more than 30,000 yuan per month.

Everyone game Technology director Gurey with an empirical formula to explain the huge market: game groups are the characteristics of how much money each day to eat, and spend a lot of money every day to play the game basically similar.

Specifically, one months spent 30 yuan, 300 yuan, 3000 yuan, 30,000 yuan people. On average, he may spend 1 dollars to 1000 dollars a day, and in the game they tend to spend the same amount of money each month. In this way, with the improvement of living standards, China's hand tour market will continue to develop continuously.

The choice of the Hand tour enterprise

One side is more and more focus on the channel, the game theme and the way of operation competition is more and more intense; On the other hand, the market size and income of the tour are still increasing rapidly. In this fierce competition in the market to survive or sustainable development, hand-travel enterprises have what choice?

One way is to strive to become a channel and platform. In 91 Wireless is a huge purchase, a large company can hold red a hand tour of the era, channel platform value has been recognized by the market. By cultivating and excavating the value of users in the game group, some companies that enter the market earlier and have a certain scale of user groups tend to retain the user base with the new games and establish a solid base. Not long ago, the grand announced the launch of the "G home" strategy, for developers out of the "19" (Shanda take one, developers get nine) of the attractive proportion, hoping to attract high-quality hands to enter the G-Home platform, become a subdivision of the area of the "App Store."

Cao Yuping revealed that this "vertical channel" strategy has become a common consensus among several game giants in the industry, there will be several large companies to launch their own game-specific market in order to enhance their channels and platform capacity, expand the right to speak.

Once become a channel and platform, can provide large-scale standardized operation, customer service becomes essential ability. Mobile games have become more and more "formal", "huge", as a technology and entertainment technology under the dream-making industry. Some of the rules that have only been in effect in large networks and even real societies have begun to be applied to mobile gaming, allowing the mobile phone to grow into a small gaming society.

It is understood that during this year ChinaJoy, the Professional and technical website CSDN invited many game manufacturers to exchange experience in the game Big data operation. It is also in this forum, many manufacturers disclose their own in the large data layout, Tencent Mutual Entertainment, Sohu Tour, Shanda games, giant network, Jinshan network, games for all the corresponding business owners of six companies in the forum on their own companies in the use of large data technology to attract new users, mining old user potential technical solutions.

In addition, copyright operation has become increasingly important to the hand market competition. Sohu Tour, the perfect World recently announced, has won the authorization of Jin Yong, the domestic game market abuse of the intellectual property rights of Jin Yong Martial Arts fictions, some A shares of shares fell, some of the previous game also because of the virtual high turnover into "bragging to tax" dilemma. And in this kind of competition becomes normality, like Tencent, swims so early in the copyright domain invests the huge reserves the company, has the more initiative.