How to fight the breakout of Chinese online games

ChinaJoy Exhibition site. Jenny

The July Shanghai is the world's playground for online gamers. China International Digital Interactive Entertainment Exhibition (ChinaJoy), as Asia's largest exhibition in the industry, attracted more than 30 countries and regions of the world's 349 companies, with 600 balance of various types of game works to participate. As a mirror of the development of China's online game publishing industry, ChinaJoy's growth clearly outlines China's online game publishing industry from small to large, from weak to strong development trajectory

Ten years, China's online game publishing industry from the initial total market income of less than 1 billion yuan of small industry, developed into a direct market scale of more than 40 billion yuan, driving the telecommunications, media and other related industries income of more than 70 billion yuan, the consumption of billions of huge industries. Sun Shoushan, deputy director of the Press and publication administration, said that ChinaJoy not only become a game publishing company at home and abroad to display new products, exchange new experience, study new trends, business negotiations, an important platform for the growth of the United States and the E3 exhibition, Germany, Cologne exhibition as the international game industry event.

Rapid rise

The change of the data is memorable: The first ChinaJoy show 145 works, the overseas game up to 106, only 39 domestic game exhibitors, and in the Nineth annual exhibition of 482 works, domestic game exhibitors 307, accounted for the total number of exhibition works 63.7%.

At the same time, the composition of the exhibition participants is also changing. The first ChinaJoy domestic and foreign exhibitors for 129, of which 117 domestic, 12 overseas, this year's exhibitors up to 349, of which 230 domestic, 119 overseas.

In ten years, as a ChinaJoy, Shanghai has grown rapidly into a national network gaming industry Highland. In recent years, the Shanghai gaming industry has maintained a high growth rate of more than 30% annually, sales revenue for many years ranked first in the country. 2011, the Shanghai Press and Publication Bureau reported to the Department for approval of the online game has 200 balance, accounting for nearly 50% of the total number of national approvals, with network game operations, research and development enterprises more than 200, more than 60,000 employees, realize sales revenue 13.8 billion yuan, accounting for the total sales of One-third, is 10 times times the revenue of 1.3 billion yuan a decade ago.

But after years of rapid growth across the industry, China's online games are showing signs of slowing growth. The latest "China Game Industry Report" shows that in the first half of 2012, China's PC games market real sales revenue of 23.55 billion yuan, compared to the first half of 2011 growth of 16.9%, although the net users continue to grow, but because the user base has been increasing year, the growth rate is slowing trend, In particular, the client online gaming user growth of only 4.6%, compared with the same period last year, the 27.8% growth rate, the decline reached 6 times times.

Slow down.

July 26, ChinaJoy launched the first day, the number of admission reached 39920 people. Super-dazzle new product release, wonderful interactive experience, set off the scene bursts of heat. The 4-day rollover attracted 162,000 visitors, including exhibitors, actors, and staff of the total admission of about 197,000 people, all created the most.

"Despite the variety of games that are running on the market, but similar themes, play single, variety is not rich, low technical content, and even follow the imitation, direct plagiarism and other phenomena are also quite prominent, not only the consumer's appetite, but hurt their hearts, some have thus" retired "," Ching ". "The industry has long been aware of the problem of lack of innovation, but it has been overshadowed by the rapidly expanding market in previous years, and has not attracted enough attention," Sun Shoushan. Now that the crisis is looming, the problem cannot be ignored.

What kind of net work is a good work? Sun Shoushan that the excellent online work, must be high-quality cultural content and High-tech, through the perfect combination of wonderful ideas. The Chinese net swims urgently calls "can the core value, the outstanding culture, the national characteristic, the original plot and the top technology melts into one, the life cycle is long, the applause and the big draw's large production".

Rice Network chief executive Wang Haibing recalls, four years ago to do "Moore Manor", a colleague once said, now the game 5 minutes do not play strange is not called the game. It turns out that insisting on content innovation and not playing the odd "Moore Manor" has succeeded, becoming the only online game work that won the Chinese Publishing Government award.

In Ding Lei, chief executive of NetEase, the industry's growth has slipped, indicating that "bubbles" are being squeezed away. "After ten years of glitz after the return has just begun, online gaming industry future." Ding Lei said, "does not reflect, does not innovate, does not do the fine goods inevitably will be eliminated, slows down the footsteps, only then may create a brand-new future." ”

"Although China has become a big country of online games industry, it is not a powerful country yet, although China has emerged a number of online games enterprises with some strength, but it is still not a strong international online game." Sun Shoushan stressed.

Endure loneliness

After the rapid rise of China's online games how to achieve a new breakthrough?

"Can withstand loneliness, to have prosperity." Ding Lei believes that the most core characteristics of the online games industry is innovation, we must ensure a constant flow of innovation to the user's needs, in order to bring users a better product experience for the market to create more fine and classic. He introduced, "Dahua West Tour" and other online games products have maintained steady growth, this year will also launch the independent research and development of "Dragon Sword" and other new games.

"Traditional games are losing their appeal to new game users," said Xinsheng, an inspector at the Ministry of Communications. At the same time, web games and mobile games have not yet formed a powerful stimulus. "Data show that the first half of this year, the Web game and mobile games marketing revenue is 3.82 billion yuan and 1.26 billion yuan, the year-on-year growth of 46.7% and 54.4%." Rapid growth, but still in a supporting position.

Wang Haibing that after a decade of development, Chinese online games have entered the "popular" era, the rapid growth of the number of netizens to the industry to develop a huge space, at the same time, the full media network Entertainment to bring industry expansion opportunities. The brand of "Moore Manor", "Purcell" and "Small 花仙", which is based on the internet, has been implanted into film, TV, mobile terminals and other fields. The boundaries between gamers, movie viewers, literary readers, or anime enthusiasts are blurred.

What needs attention is that, facing the rapid development and changing of the online games industry, the government's management work is still relatively lagging behind. In the support of industrial development, there is a "virtual more real less" problem. In the specific management of the content of the game, there are still extensive standards, not targeted and a knife cut and so on.

April 2012, the Shanghai government released the first provincial government special planning "Shanghai Digital publication" Twelve-Five "plan", and will release the Shanghai Digital publishing Industry Development three Year Plan of action, aspiring to build Chinese online games "Silicon Valley." Sun Shoushan revealed that the press and publication department will increase the domestic online games boutique works and the support of outstanding enterprises, for the online operation of the publication of a masterpiece publishing "Green channel."

Undoubtedly, to improve the ability of innovation, publishing more fine works will be China's online gaming industry in the next 10 years the first task. The original online games based on Chinese traditional culture, values and social orientation are the carrier of Chinese culture and Chinese spirit, and also an effective way for Chinese culture to go out and influence the world. (newspaper reporter Jenvich Jenny)