Middle Hand Shang plunge 93% in urgent need of transformation traditional giants cautious layout

Traditional giant careful layout of the smart machine game every reporter Tao Li from Shanghai smart phone hot, the first hot mobile internet business is mobile games. But the hand tour industry in the seemingly prosperous behind, but deep in "applause not draw" embarrassment. Recently, the first to Nasdaq-listed hand tour company Champion Entertainment Group (NASDAQ:CMGE, hereinafter referred to as China Hand tour) surrendered a "abnormal" performance list. The company's 2012 third-quarter earnings showed revenue of 43.6 million yuan, less than 63.1 million yuan a year earlier, and a net profit of 1.6 million yuan, which plunged 24.2 million from a year earlier. Performance drop, due to the Chinese hand tour business too dependent on the functional platform, to the Intelligent Platform transformation has been urgent. Meanwhile, domestic game giants are experimenting with smart-phone games. The Platform transformation encounters the difficult problem champion swims was established in January 2011. According to a report by the mobile Gaming Development company, China's hand tour accounted for 18.7% of China's mobile gaming market share in 2011, while the second-largest handheld flight market share was only 4.9%. Due to the rise of smartphones, China's hand travel business constitutes an unreasonable situation gradually highlighted. The company's revenue mainly by the function of mobile phone games, smart phone games, mobile phone design, such as three components. In the first half of 2012, China saw net revenue of 115 million yuan, down 10% from a year earlier, and a net profit of 35.29 million yuan, down 43% from a year earlier, mainly because of the serious decline in revenue from functional mobile gaming and phone design. Third-quarter earnings data year-on-year decline in further increases. In this respect, China Tour chief executive Xiaojian in the interpretation of the money, the third quarter of the financial performance basically reflects the functional mobile phone market environment and the reality of the transformation of the company's business. He revealed that the functional mobile phone market has been shrinking, in response to the challenge, China's hand tour began to focus on Android and iOS smartphone social gaming areas, while trying to expand distribution channels to develop third-party gaming capabilities. "At present, more than 80% of our staff are working on smartphone-related projects, compared with 50% a year ago." By the end of 2013, smartphone gaming could account for more than 80% of our total revenue from mobile gaming. However, a game industry analyst who declined to be named bluntly the transformation of China's hand tour will face great challenges: "In the era of the functional machine, the company relies on binding operators to deduct a lot of revenue, now this part of the revenue accounted for half of their company's income, now the transformation of smart machines, to explore new profit model is not easy?" "The champion Zhang newspaper shows that the company's transformation is not smooth. In the third quarter of 2012, the number of smartphone social gaming subscribers was 30,357, compared with 216,423 and 126,301 in the previous quarter. For smartphones, the average revenue per user in the third quarter of this year was 4.06 yuan, less than 4.7 a year earlier.3 Yuan and 4.79 yuan in the previous quarter. Some analysts pointed out that the function of mobile phone platform most of the game is shoddy, screen and structure are very simple, and smart phone games on the screen and technical requirements are quite high, the Chinese hand tour to the smartphone platform from the "0" start. In addition, the promotion cost is immeasurable. The giant tentative layout at present, the hand swims the market revenue in the entire net swims market the proportion is still very small. According to Analysys International statistics, the first quarter of 2012, China's online game market size of 11.268 billion yuan, and mobile gaming market size is only 1.01 billion yuan, less than 10% of the former. In the face of a market with enormous potential, the Giants have already laid out the layout. Sohu Tour in the third quarter of 2012, the company has set up more than 100 people's team, specializing in mobile phone game development, and will be in 2013 to devote more resources to stage development. Shanda Games and Giants Network also launched a mobile internet strategy, 2013 will be intensive online variety of hand-travel products. Among them, most of the original multiplayer large game transplant works. For the giant layout hand tour market, the famous game producer, Shanghai surplus Travel Network Technology Co., Ltd. COO Wang Shiying said, "PC-side game and mobile game mode of operation is completely different, the original advantages may not be very good continuation." "In fact, for game developers who want to switch to smartphone platforms, the high cost of promotion is the biggest stumbling block," he said. Cheng (a pseudonym) who has been playing games for a long time has gained quite a lot in the field of Web gaming, but he is not ready to transplant the game to the smartphone platform anytime soon. He said, "Now the cost of access to the hands of the user is too high, on average to get a user about 8 yuan, while the web game to obtain a user's cost of only about five cents." If the handset game product is not attractive enough, cannot charge, the investment basically has to go no return. "In fact, many game giants, including Shanda, Giants and Tencent, have misgivings about the transition to smartphone platforms," he said. A developer inside the game told reporters, "mobile phone game is very popular, but now the profit is not clear." So at present, the company will not risk the best people to pull to develop mobile games, so no good products out of the normal. The person told reporters that the company's strategy for mobile gaming is not yet clear, but will be more inclined to play platform, rather than pure game developers. Tencent's earnings seem to have revealed its intention to lay out the game platform. In May this year, Tencent disclosed its first-quarter earnings, costing 403 million yuan to invest in South Korea's mobile chat app KakaoTalk, and gain a 13.84% per cent stake in the latter. Data show that KakaoTalk users more than 42 million, has launched a mobile social gaming platform Kakaotalkgame, users can play games with friends on the platform, so popular. Industry analysts, Tencent may be willing to kakaotalk in mobile gaming experience to copy the development of its products on the micro-letter. However, Tencent game-related peopleIn an interview with the Daily economic news reporter, he was not able to, but said the inconvenience to disclose more information.