Mobile game Channel Chaos: 90% Ping-tai or will fail

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In just one months, the sweet cooperation is broken and the two sides become enemies.

March 29, the mobile game "Palace burst granny" Development team Bluefir Media author, accusing its sole agent Anwar media existence "lie trap". In this regard, Anwar media has not responded.

It is understood that the cooperation between the two began on February 25, when the Anwar media and Bluefir media reached a cooperation to become the App store more than weeks Champion "Palace explosion granny" exclusive advertising partners.

"Palace explosion Granny" is a August 2012 launch of a Gravity induction class hand tour. Launched soon, it will be a long time to live in the forefront of pay game. Six months, a total of 60 days ranked 1th, 150 days Top 15. Anwar Media is one of the largest intelligent mobile advertising platform in China.

The focus of conflict between the two sides is that background data is opaque. In fact, with the domestic market diversification of the channel, as well as the industry rules are not clear, developers and channels of conflict between the outbreak of more and more intense.

Channel confusion

"The Palace explodes granny" always pays. Now, we want to launch a free version, so find Anwar media to do the agency. "Bluefir Media team COO Zhou," the two sides promised to pay by CPM (per thousand cost), but the final penny of the money was not received. ”

Lotus Venture partner Liu Jin in an interview revealed: "This phenomenon is very frequent, the PC era of the background data modification of the ' Yin Recruit ' now in many mobile channels still exist. "The financial disclosure of many channels has made investors need to be cautious," he said.

In addition, entertainment and play games Executive vice President Chen Xiaoying told reporters: "Now, with more small platform of the emergence of the arrears of the income of the developers have occurred repeatedly." Even the game development team because of the channel pit, the money is not back, do not go down and be other game company mergers and acquisitions. ”

"At present, the market is too dispersed, some small channels of their own money problems, even with developers have problems." Chen Xiaoying said, however, the big channels generally do not appear this problem, and, the proportion is very public.

Last year, with a large influx of game teams, the hand-travel market entered into the 2013. However, similar to the page tour market, hand-travel market dependence on the channel is also very large, and even "the success of the hand tour half rely on products, generally by channel" argument.

From the channel market, since Apple launched the application store, in recent years, telecom operators, terminal manufacturers have launched their own application stores. Traditional mobile phone game channels such as Tencent Wireless, UCWeb, when the music network, Jifeng nets, 3G portals have also entered the channel market. In addition, there are a lot of coveted game market, small channel vendors can not count.

It is understood that the current mobile phone game channel type is broadly divided into three kinds: one is the application of the mall, including Tencent and 360 platform, the second is the terminal manufacturer channel, that is, the terminal store, pre-installed, such as Apple's App store, etc., the third is the carrier channel, that is, the content base, including China Mobile game Hall.

"In addition, there are a number of flow aggregation, including the large flow of the app, Smart Mobile Ad Alliance and other mobile advertising." "Hand Tour star products Angry Birds, the temple fled the domestic exclusive agent Qingshang Tease Game CEO Chen Yuyu to accept this reporter interview."

Chen Yuyu told reporters: "At present, most channels are very difficult to profit, can only feed themselves, only oligarch platform to make money, but the market competition under the operating costs are gradually rising." ”

However, the Hive game COO Lu Dong told reporters, because the heat of hand travel is still growing, every day new users are millions of levels, for the channel business still has a certain appeal, continue to pour in will not be reduced.

Integrating the merger and acquisition tide

Recently, the outgoing Tencent Micro-trust game platform has entered the first beta stage of the news, sitting on 400 million of users of the micro-letter if the game will be on the current hand-Travel Channel sector a major impact. "Tencent has not really played its channel value yet. "Chen Yuyu said.

"The fragmented channel market will be integrated. Chen Xiaoying said that because many large platforms have the support of capital, this year began to hit heavily, focus on game incubation, marketing, etc. to improve the operation effect. "The big platform is getting bigger, the small platform lacks the fund to support, this year, some small-scale platforms will collapse." ”

"In the case of app stores, users don't use several stores at the same time, and what's serious about homogenization is the best." The small channel lacks the high quality content the first, the channel value reduces. "I think there will be a wave of mergers and acquisitions this year," Chen Yuyu explained. ”

Liu Jin admits it will be difficult to observe the small channels of Android's mobile gaming that may be 90% this year. However, Android smartphone shipments will continue to grow in the future, channel diversification is particularly strong, the impact of the current effect on the integration and these growth is relatively small changes, this part of the need to wait for some time.

At present, mobile game industry chain, distribution, channel and operation of the boundary is very vague, some simple channels to accept content without the threshold, not to operate the game, and the distribution of the collection of most channels, but not necessarily operational.

"Really good channel, not all content without access to the threshold, the quality of the game on the channel brings little value." Chen Xiaoying said that the game developers should choose a large platform, more integrity, but also relatively to the developer more resources, including advertising, recommendation, and the introduction of the flow.

"If a developer has enough money to find a channel and run it on its own, it should find a reliable operator to broker the content." "Chen Yuyu said.

Lu Dong said, the current stage, the channel is still relatively strong, to make a real good game or have the bargaining power. and the quality of the game has channels will find their own door, will get more words and resources.

From the point of view of the Hand tour developer, Zhou that the channel cooperation before the need to carry out the contract and so on, and now there are many channels of data has been tampered with, the third party to detect is also very urgent.

"Channels should give developers resources, including user feedback data." "Many platforms to engage in their own registration, in fact, there should be a unified industry standards, the need for all aspects of the industrial chain to do these things together." Lu Dong said.