In the face of performance pressure, Shanda games must not explore new channels

February 22, the grand game and Taobao announced that the two sides will be in the field of Internet all-round strategic cooperation, to create a network of online games and electric business in one of the new form of the model.

Taobao and Shanda This cooperation from the client online start. Shanda Games Vice President Chen to reporters that the combined transport will fully integrate both resources, Shanda's agent game "space-time Rift" as the first Test water.

Last year, Shanda and No. 1th Shop also had cooperation, but the result is very little. The industry believes that the outbreak of mobile internet for Shanda games caused by the negative effect has already appeared, Shanda Games should gradually open up cooperation and expand the emerging channels.

Grand expansion of sales channels

and Taobao cooperation, is not a grand game in E-commerce First Test water. Previously, users in the Shanda online home can be free to apply for or buy game clients, but this form of effect is not ideal.

Chen in the daily economic news reporter said: "This time we chose Taobao, is the value of Taobao huge traffic and user volume." At the same time, Taobao in logistics can also provide us with a more comprehensive service, the user will get a better experience here. ”

It is reported that "time and space Rift" will become a grand game and Taobao platform full access to the first game, Taobao will be the exclusive start of the game of the client test, and to 1 of dollars nationwide mailing prices on Taobao sales. "Space-Time Rift" by the U.S. Game developers Research and development, in mainland China by the Royal Game Agent operation.

Chen revealed that the two sides cooperate "shopping game integration" for all the virtual products of Shanda games. In addition to "space-time rift", Shanda games this year's key new products also include "Final Fantasy 14" and so on.

It is understood that the future of grand games will be fully launched with Taobao account docking, Taobao and grand Games pass through.

Industry insiders believe that the occasion of electricity flow, is a grand game to make the choice. After all, the game user group is small, far less than Taobao, Beijing-east and other electric platform covered by the user a wide range of users. Through cooperation with the electric business, Shanda games can get more traffic.

The latest data from the Yi-zhi database show that, in 2012, the market of Chinese online games, the market size of the client game grew by 19.5%, the web game grew 76.6% Year-on-year, and the mobile game grew 41.8%.

Taobao liquidity

In the electric business industry generally burn money under the brutal situation, from last year, Jingdong Mall, Dangdang has begun to layout the game intermodal transport.

At the beginning of January this year, Suning also disclosed the construction of the intention of the online transport, the executive vice President Li Bin said, if the time is ripe, suning easy to purchase does not exclude the game with domestic and foreign companies to establish cooperative relations.

Last June, Taobao also set up a virtual prop trading market and web game transport platform. Taobao Industry Operations Division senior Director study to reporters, 2012, Taobao virtual prop market turnover of 27.6 billion yuan, ranked first in the industry.

Study said that the grand game and Taobao cooperation, in line with the Taobao "game of electricity" development strategy, a grand game of high-quality content to join, but also help to enhance the content of Taobao platform value. "We will not participate in specific game operations, Taobao is a platform for all game companies are open." ”

Taobao game platform, online gaming clients are defined as solid products, game companies in Taobao store sales, Taobao provides transaction security and logistics distribution services. For example, the game client of Shanda Games will be sold to the user in entity form. "It's no different than selling clothes on Taobao, selling tickets, selling travel products," he said. "Study said.

Do not lack of flow of the electric quotient of the users of the game manufacturers, whether can obtain the best of both worlds effect?

Sun Pelin, an analyst with this concept, thinks that the huge traffic on the website may make the game vendors get better results, but most of the games in China still need props and value-added services to charge, the actual installation number and conversion rate is the most important assessment indicators. "For the electric business website, still stay in charge of advertising marketing fee stage, real profit is not optimistic." ”