Happy Farm say goodbye game business and platform vendors find their way out

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Happy Farm – A social game that began to sweep the country in 2009 and set off a "nationwide steal".

Renren told reporters yesterday that in Renren's open platform, third-party companies can be platform-compliant games and information released up, Happy Farm is the game developers "five minutes" as a third-party company on the open platform for Renren, now its offline is the developer's own decision.

If the time back to 4 years ago, Happy Farm announced that the line may be a net loss of a large number of users, but now, its offline in addition to trigger the memory of users, it is difficult to set off any waves.

The social game behind the line, has been a happy farm fame's research and development company "five minutes" has been struggling for a long time. The hit social gaming company has missed development opportunities because of its long lines, insufficient innovation and lack of focus on the mobile market, and the social platforms on which social gaming is based are facing challenges.

"Five minutes" heat

On the reason for the happy Farm line, Happy farm manager in early August this year in the group issued a notice, said because of the company's strategic adjustment and funds and other reasons, had to decide to close the Happy Farm game server on August 20, 2013.

As the pioneer of the domestic "farm" social games, "five minutes" is a star enterprise of the Students ' entrepreneurship. November 2008, five minutes of the development of the happy Farm game in the network (now "Renren") online only a week, squeeze into the top 10 plug-in applications, and in the online one months, Happy Farm Day active users rushed to 100,000, and quickly break through 1 million.

and its real access to explosive growth, is in April 2009, Tencent and five minutes to reach a special agreement, the former one-time buyout and enjoy the highest use of happy farm. After the agreement, Tencent Happy Farm has changed its surname QQ.

Everyone and Tencent platform on the user's explosive growth, so that five minutes of the scenery without two. In 2009, Shanghai China Joy, five minutes of CEO Gao Shao Fei said to the media, the company was founded more than 3 years, in 2009 has begun to achieve profitability, happy farm daily active users up to more than 16 million, almost equal to a Shanghai population.

But in the "only fast-breaking" internet industry, game development is like rowing against the tide. Soon, the happy Farm, which was modeled after five minutes by Kaixin, soon overshadowed its thunder, and the five-minute follow-up game had never been as successful as the happy farm.

When many social games turned to Facebook and Japan and South Korea, five minutes did not capture the opportunities in overseas markets and almost completely ignored the mobile gaming market.

July 2011, five minutes and Sina Weibo jointly set up a company to operate the micro-game Sina Weibo, five-minute game founder Xucheng became CEO. However, some insiders said that the micro-game by investors, Sina Weibo and Xucheng to share the way to buy, and the micro-game business is also unspeakable success.

Like its name, after only "five minutes" of heat, in 2012, the once hit social gaming company experienced layoffs, financial strains, game failures, staff turnover, and a crisis of closure.

As of now, although the founder does not publicly admit that it has closed down, but the outside world did not see it new products, the official website has not been able to open. Yesterday, an entrepreneur who declined to be named, told reporters that five minutes at the end of last year was on the verge of shutting down operations, the team dissolved, and managed to maintain a minimum base service for affiliated companies.

Social platform Anxiety

Not only five minutes, had to "steal food", "Steal Parking" and other pages of fame, also have to face from the rise of the night to the fate of the rapid slide. Not long ago, happy Net CEO Cheng to reporters, happy Net's architecture has been adjusted to three, respectively, is happy, mobile games and innovative business. Happy net inside already have Austrian God, open Teng two game development studio, expect to launch 10 hand tour in the year. In addition, it has invested in 3 game development teams and will invest 5 to 10 teams in the next year with 100 million ~2 billion.

Cheng said: "The only worry is not fast enough, the time for mobile Internet development is fleeting, leaving us perhaps 3 years." ”

And the first launch of the Happy Farm game Renren, in micro-credit, micro-Bo attack, still need to come up with practical action to prove their growth potential.

Renren's second-quarter earnings showed online gaming revenues of $22.8 million, down 14.6% from the 26.7 million dollar in the previous quarter, and 1.4% per cent over a year earlier.

CEO Chen The main reason for slowing income growth is to postpone the release of new games. At present, everyone is planning to transform the existing game from the iOS platform to the Android platform, but the time spent than expected. The bigger challenge for its gaming business is Tencent, in addition to networking with Renren as a social platform for the QQ space, micro-letter has just begun to force the mobile game has shown its power-the first micro-letter game "Every day love to eliminate" just to market one day, beyond the "Plant vs Zombies 2", rushed to the Apple App Store the first place free

In addition to the game business, there are many challenges facing everyone: externally, in recent years, its competitors from happy net into a micro-blog, and then to the current micro-letter, or even the Chinese telecom and NetEase combined with the easy letter, while everyone inside, although the game business to make a lot of money, but the growth of advertising revenue slowed, The wireless business that is being reorganized faces the problem of becoming more and more present.

Last year, everyone shouted out "A battle three battles" slogan, and then to the network for the organization of restructuring, the entire company's focus on the wireless. Among them, "a battle" refers to the introduction of one or two killer applications, trying to find the mobile internet "ticket."

But a year in the past, everyone has released a copy of "Pop" and "Beauty Mito" Application "Kiss" and "Meimei", not in the industry set off too much waves, mobile internet "ticket" is difficult to find. As for the problem of the mobile business, the advertisers ' investment has not accelerated significantly.

In such a background, the wireless division of the Department of the 3G department, has been a number of employees to the internal transfer to the game, glutinous Rice Network and other business departments.

But everyone has been actively seeking solutions. Not long ago Chen told reporters that the main task for everyone this year is to return to the social nature, a new direction is social communication, which will be in the mobile client for everyone to focus on, and he also said that this year, everyone will not add new lines of business, but also do not refuse to introduce new investment. But after these actions, it remains to be seen whether everyone will be able to gain a foothold in the social and mobile arena.