Mobile gaming market suspect in slow growth

Introduction: The mobile gaming market has not been performing well in recent years, plunging into a slow-growing state of long-term growth. According to a research organization issued by the domestic mobile gaming market in the second half of 2014 by high-speed growth to stable growth transformation, the three quarter quarter-on-quarter growth rate fell sharply.
The recent performance of the mobile gaming market has been slower than before, mired in chronic growth. According to a research organization issued by the domestic mobile gaming market in the second half of 2014 by high-speed growth to stable growth transformation, the three quarter quarter-on-quarter growth rate fell sharply.

According to a study released by the Chinese mobile Game Market Quarterly Monitoring Report 2014 the 3rd quarter, although the overall size of the domestic mobile game market has reached 7.265 billion yuan in the three quarter, but the chain growth rate has dropped to 9.2%.

It is noteworthy that even the game giant Tencent's hand-travel income has also been significantly reduced. According to Tencent's three-quarter earnings, the biggest driver of revenue growth in the last quarter has moved from 3 billion US dollars to three quarters of 2.6 billion dollars in the two quarter. The cold of the mobile gaming market also weighed on the earnings of Tencent, which is worth 154 billion of billions of dollars.

The mobile gaming market has been growing at a slower pace since last year's peak growth. Analysys International In this regard, said that the current mobile game market still exist competitors excessive participation, product life cycle is short, research and development cycle compression, manufacturers trial and error Opportunities limited, product homogeneity of the phenomenon of serious problems. And as the smartphone shipments decrease and demographic dividend fades, the mobile gaming market will enter a rational growth phase and will not grow too fast in the short term.

According to Tencent executives, the main reason for the decline in mobile gaming revenue is related to Apple's demand for new games online. Apple since this summer began to require all games have a tourist model, that is, the use of the Apple account login mode, without a third party account login can play to the game. This allows many games to make a lot of adjustments and changes, but also seriously delayed the launch of new products, and the social relationship of Tencent has been a certain degree of impact.

After a big six-year shuffle in the domestic mobile game development market, many small and medium-sized developers have faced the problem of being eliminated. Analysys International believes that in the future market pattern, the veteran end of the tour, the page tour companies will further accelerate the layout of the field of mobile gaming, become an important player in the market competition.

How to realize the growth of mobile games is the problem that the whole industry, whether big or small, needs to think about.

Veteran game companies have to have the user base of the classic game IP (intellectual property) into the form of mobile games, in the market effect is very obvious, there are reports that there is IP game download conversion rate is no IP game 2.4 times times.

Analysts believe that, compared to last year, many excellent IP value has doubled, the major companies are robbing high-quality IP. The traditional end of the trip after nearly 10 years of accumulation, itself has a great IP value, so the end of the manufacturers are beginning to dig their hands in the "gold mine."

On the other hand, Tencent, which occupies half of the mobile gaming market, has embarked on a policy shift that will no longer target revenue growth but foster more differentiated segments of users, expand the game mix and increase user participation.

In fact, Tencent's investment in the mobile gaming business is almost all in the middle, light game and lack of heavy games. And the heavy game is the immediate layout mobile end of the old game enterprise advantage. Therefore, it is also a feasible way to turn the focus to the heavy game that can get more users.

Unlike giant companies with superior conditions and established gaming firms, small and medium-sized game developers need to find breakthroughs in the game product itself. Only creative is not able to form the user stickiness, the fact that some phenomenon-level game applications can not be long-term retention of players. How to obtain the user's support while having the ability to play is the problem that the game product needs to solve. In the fierce market competition, only through the quality of the strategy to avoid being eliminated.