Kylin game "Genghis Khan" will push hands to travel and movies

"TechWeb Report" September 17 news, the new wave impact, traditional game companies are seeking to gain the advantage or continue to maintain the advantage of the opportunity. Compared with competitors, Kirin's road to the game is different. 2010, Kirin Games set up a separate Kirin film and Kirin Interactive two subsidiaries, the parent company also renamed Kirin Network, began the "to play" brand building process.

To now, Kirin Network is more willing to use the "three-screen integration" to summarize the state of the company now. These three screens are: Film screen, computer screen, mobile phone screen, representing film and television, PC games, mobile phone game three business.

At the end of June 2012, "Painted Skin 2" film theaters, one months after the box office performance breakthrough 700 million mark, become this year up to the current box-office top film. But few people know, the film (including the former "painted") from Kirin network under the hand of Kirin.

At the same time as the full bowl of the movie, Kirin's namesake online game "Painted 2" is also in the build-up. September 7, large-scale 3D action online games "painted 2" open uncensored do not delete the file. According to Kirin Network senior Vice President Wei revealed that the "Painted 2" hand Tour version will also be launched this year.

This strategy will also be copied from the "Painted" series to Kirin other game products, including Kirin's famous work, "Genghis Khan." Wei said the film, which was adapted from Genghis Khan, had been wrapped, and that "Genghis Khan" was also being developed.

In fact, now the unicorn is more willing to be called Kirin nets, rather than Kirin games, its "to play" process will further accelerate in the future. "Our office is not decorated like a game company more like a bar, but also want to let you see we are not just a game company, Kirin is a comprehensive entertainment interactive company." "Wei said.

computer screen: Game of End and page tour

The computer screen is the game company's stronghold and the foundation, to the Kirin is also. But in recent years, the computer screen has emerged from different game patterns between the new game: The end of the tour and page tour.

Almost every year reflects the chinajoy of new changes and trends in the gaming industry, and this year ushered in a big discussion about the rise of the page. But Kirin CEO Shang not simply talk about the page tour, he said more or "three screens."

In Kirin's view, the end of the trip and the page is not the problem of the partition. "We are more inclined to think that there is no discernible difference between the end and the future of the page tour. "With the advent of broadband technology and web-page display technology, there is no distinction between end-and-page travel," says Wei. The game theme and the performance element's mutual reference, also can let the two user groups tend to unify, the end tour user certainly also will not reduce. ”

But for now, there is still time to be the same. Wei said, "Although the traditional end of the company are aware of the product is the king of the key to win, but we unknowingly have the product done very much like, no new ideas." Then simply did not grasp the constantly melted down, so in recent years the end of the circle almost no good products appear, this is a very important premise of the page to swim. ”

However, the current quality of the page tour of the rough, high wastage characteristics of many practitioners and users are quite disappointed. Wei revealed that the page tour is like a kind of Sanping, player adhesion is not high, attracted by a large number of non-game users, the next day survival rate is only 5%-10%.

Page Tour Market is currently the issuer of the market, traffic platform is often required to be able to quickly change the game. "Page tour in fact very much like the previous SP industry, relying on a huge dividend market, not game market or even to the end of the players disappointed, the pursuit of short-term fishing fast money, only do one-time, product homogeneity serious, lively behind the fact that hidden crisis." ”

For Kirin, the page Tour product plan is in fact continuing to prepare. It is revealed that Kirin has broken the pure 3D page tour technology threshold, is currently in the stage of production, is expected to launch a large new page tour this year. "We do not follow suit, to do is the standard of the page to reflect the quality and experience of the pure end." ”

Mobile screen: Reserve Power waiting time

Compared to the page tour, the hand tour for the traditional game companies more span, because this area of business model and profit point is still to be excavated. Although two years ago set up a company specializing in hand-tour development of the subsidiary, but Kirin in the field of advance is still slightly conservative.

In an interview with the media, Shang said that hand travel requires a certain amount of growth time, just as in the past online games. "The domestic market needs more people to create a better environment, to have enough credit and content of existence; I think we need a positive attitude and confidence first." ”

Wei said that Kirin is currently in the field of hand travel more is in the technical reserves and team hone, "We are waiting for the opportunity." According to him, Kirin once planned to line the hand tour products have 4-5, but due to product quality and subject matter of immature, at the last minute were rejected.

However, within this year, Kirin's hand tour program will include the "Painted 2" and "Genghis Khan" two brands. The former by the Kirin and Tencent Cooperation research and development, will be online in the near future, the latter for their own products, the theme of the cross-board MMO, planned for the year launched.

Movie screen: Doing more than you say

The success of the "Painted Skin" series of movies allows Kirin to taste the benefits of film and television production across the border. The pursuit of the "Painted 2" game also with the canvassing many from the film to convert the players. In fact, this kind of bundled marketing is not uncommon in the game circle, with the film and television play has become a new channel of communication and speculation.

But Wei believes that Kirin has gone much earlier and deeper in Cross-border marketing. "We have 2009 years of cooperation with the founding of the great cause, belong to the first water test game company." And later, "Painted 2" series of films from the planning, filming, production to publicity are dominated by Kirin. ”

In fact, few people know that "painted Skin 2" is the production of Kirin film, Wei said, "More people think that" painted 2 "is Huayi's work. But it doesn't matter, we now belong to do more than say. ”

After the establishment of Kirin Pictures Company, Kirin Investment or participation in film and television projects have gradually entered the stage of full intervention. "The next step is to launch the" Genghis Khan "film version, which is now in place. We are not a gaming company, an integrated entertainment interactive company. Wei again. (Chuck)