How to save the game bottleneck in the game manufacturers

Zhang Ziyi's "very perfect" investor is the perfect world, "Painted Skin" also emerges behind the unicorn game figure, in the popular cross-border Internet industry, game manufacturers to play film and television drama is not uncommon, recently held a high-profile publicity is Shanda Games and Tourists Network, but it is unclear whether this strategy can save game makers in the transition bottleneck.

Recently, the grand game's 3D game "Dragon Valley" adapted from the animated movie "Dragon Valley: Broken Xiao Qi Bing" will be July 31 nationwide release. According to Shanda Games, this is the company's first attempt. Coincidentally, earlier this year, the Umbrella Bank borrowed back into the A-share market has also attracted a well-known microblogging writer Kong Ergogu served as a travel agency CEO, responsible for the production of the game's "four adorable" shoot with the same name .

Due to the natural proximity of games and audio-visual entertainment and online literature, IP (copyright) resource sharing and mutual adaptation have always been the trend of the industry, and the well-known products such as "Painted Skin" appear between them. However, in the joint marketing, cross-border integration behind the highlight is that the vexing gold business sluggish growth of the game.

Take Shanda Games as an example. Its first quarter of this year both operating income and net profit decline. In particular, mobile games, which are considered as the focus of the transition, also recorded a decrease of 45.8% from the previous quarter and a decrease of 38.7% from the same period of previous year.

In fact, this is related to the general trend of mobile games dominated the game market. Short cycle times, large fluctuations and poor user stickiness are the characteristics of mobile games. Even strong developers can not rely on "one game to eat the world." Well-known manufacturers in the field of touch technology market debut this year, "all due to the valuation of the game business investors are not optimistic" is an example.

However, cross-border film and television drama will be able to save the decline in the performance of the trend it? Some analysts pointed out that even if the brand synergies, but into the user purchasing power is unknown, but also affected by the movie quality, once you do not block, but on the contrary. Although there is a precedent that pensions and other film-based reaps can only be profitable, this is not necessarily the case.

Guojun Securities media industry analyst Wang Zheng once Huayi Brothers business unit as an example pointed out that the profitability of the domestic movie industry is actually weaker than the drama industry, the annual cinemas broadcast more than 100 domestic films, only about 20 may be true Profitable, some of those about 20 may also be meager profits. So overall the profitability of the Chinese film industry is not very strong. "Box office judgment is very difficult, and has great volatility."

Even if the drama has a good earnings prospects, but for investors, but also face the policy risks. Regulators released a new regulation in 2012, for the TV series, does not advocate adaptation of online fiction, online games can not remake. This also led to the announcement of the game was the Spring and Autumn "God Tomb" and other TV series has been unable to make its due. Despite the recent "Gu Jian Qi Tan" and other online games adapted television series, but did not clear the signs of loosening of policy, and the positioning of the drama has been "adaptation of the novel", playing the ball stroke tactics.

In this regard, observers point out that at present online games cross-border film and television "is either for cross-marketing, not for profit," "either pure financial investment, not dominated", but both models are facing the embarrassment of resource allocation. Moreover, the film and television drama this path is not good to go, but also facing Alibaba, Baidu and other more powerful capital rivals.

Beijing Commercial Daily reporter Zhang Xu Wang