Multi-Play Network construction "media + platform" mode

Gem is a black horse to advocate "more play games, more friends," the more play network to 5 of the N times to grow.　　4 years ago, NetEase content former director Lee Colling founded more play network, it began in 2005 five or six people's team, developed to today's more than 240 people. Recently, more play Game network Vice President Cao Jin told reporters: "' play more ' to move." As the Learning Ling said, (we pan) netease Guangzhou's original office to bring us a blessing. "2005, more games to play the network start-up, positioning as a game vertical portal, similar to a large portal site of the game channel."　　Today, the range of services extended to more pan-entertainment derivatives, forming the current "Media + platform" model. "We're giving the game ' water, '" Cao Jin.　　For "Water delivery", Cao Jin defines it as a resource platform that provides all the information, tools, and peripherals to the game's products. For the "play" of the future, Cao Jin quite confident, "the current domestic top ten game companies have been listed, the future of the game industry will be bred one to two games for the service of the company listed."　　"Last year the entire game market has 18.6 billion revenue, Cao Jin analysis, in accordance with the online gaming companies to invest 10%-20% of the cost of the calculation, more play nets and other professional media, will have 1.8 billion-3.8 billion yuan" menu "to share." Play more games The net current income mainly comes from the net swims the enterprise and other manufacturer launches the advertisement, second for the webpage game aspect cooperation. This model will be extended in the future.　　Cao Jin revealed that now more play network has begun to profit. Two-way channel: Online games media + player platform this year 39-year-old multiplayer network President Lee Colling, in the media for many years, from China Youth newspaper it reporter, Sohu it editor, to NetEase content director, in addition, he was the largest online picture trading website photocome.com director and founder.　　It is so many years of media experience, Lee Colling for gamers to do "content suppliers". Cao Jin said that more play network is a product-driven enterprise, mining products business value is the key. With the concept of game information media gradually fade, more games will strengthen the future "channel" this platform.　　Let the player to play more network not only can see information, look up data, find Raiders, play games, make friends, but also to meet more needs.　　According to the introduction, more play network has already covered the game user's One-third share, established more than 200 net swims the area, has more than 100,000 guild groups to join, they form more play network core competitiveness. Multiplayer network of users to the 16-30-year-old young people, many are in school students, just graduated from the work of young people, as well as stable work about 5 years of white-collar workers.　　It is reported that the proportion of male and female users of more than 2:1, many guild leaders are women. For such users, more play network currently provides information mainly online games, stand-alone games, and Tv-game game information. Many of them play new game channel daily update superOver 200, original and translation of more than 15 articles, to provide domestic, Japan and South Korea, Europe and the United States and other global latest online games related news and information. After perfecting the setting of the online media, how to stick the user?　　Cao Jin said, "Intervene in the interactive industrial chain." In the game manufacturer-operator-media-user This industry chain, Cao Jin said, play as the third part of the media role, to give users the value of virtual assets, that is, quickly assemble new games, let the player first time taste.　　To gain a foothold in a web game, it is necessary to have a mature war strategy game. In the April this year, more play network spending huge sums of money to win the new war strategy game "boiled Jiangshan," the exclusive agent, want to use the "boiled Jiangshan" this game, to consolidate its own in the Web game circle position.　　At present, more than the game has a mature 10 of the balance of the web game products, including "Pinball Hall", "more play skew", "more play martial arts hero" and so on. Multi-Play network currently has the largest number of registered associations, Cao Jin said, more play nets will be 100,000 of the registered association group for the Organization, to carry out Guild guidance, guild competitions and other interactive.　　According to the survey, more play network is stuck is a large number of games Guild members and the president. As a network media, more play net besides original report, more content comes from the player's contribution. On this basis, the introduction of the game to play a reporter editing system, laying the foundation of content, and then through professional editors, Moderators screen interactive topics, participate in organizational management. "Play with a high popularity of the game forum, ' The Eternal Tower ' has set a 2-hour, 120,000-post record."　　"Cao Jin said.　　As of October 08, the total number of games to play the net Average daily view of up to 50 million, independent IP reached 5 million, with 15 million users, in the Alexa global rankings ranked 500, the Chinese site 50 strong, Chinese game site first.　　Profit Way: Advertising marketing and joint operation of domestic online games industry, from the business model, value-added services and embedded advertising is the two ideal models.　　As one of the derivative markets of online game products, such as playing games nets, 17173, Sina games such as professional media, as well as online games theme website, the main way of profit in addition to advertising, what can expand the model?　　Cao Jin that, in addition to the common advertising model of hard advertising and soft advertising, a number of flexible interactive marketing activities is also an important guarantee, in addition, more play and HP, Samsung, Pepsi, such as the different industry cooperation is one of the sources of profit. In the interactive marketing, "play" at present mainly from interactive entertainment, brand promotion, effect experience, offline activities to carry out. Cao Jin said that there are dozens of forums on the Internet each week, while online, it is more likely to have influential players to meet.　　For example, January 2008, more play network organization Blizzard in China fans first meeting. Web game agents, joint operations, but also "play" the current focus on a profitable site. January 2008, more play net start Agent first page game "God of War World", after the agent of "XBA basketball", "Three martial Arts", "Warcraft war" and other eight classic web games.　　Among them, more play the first exclusive agent of the Web Game "Warcraft War", the beta is less than half a month, the highest online number on the breakthrough of 8000, register the amount of breakthrough million. Rely on the "play" of the user precipitation, more play in the Web game management gradually accumulated a set of effective joint operation mode. The joint operation mode is generally owned by the developer responsible for technical maintenance and game update, while the operators into the server, bandwidth, and responsible for market promotion.　　In general, the consortium does not need to pay the initial grant to the copyright owner, but only to pay the operating income, the proportion of operating income is generally 55, which expands the profitability of small and medium-sized Internet enterprises to some extent. According to the industry estimates, more play net 2008 annual income of 20 million yuan. To this, Cao Jin not a positive answer, "our speed is quite fast, at present more play net already started to profit, this year estimate also is more than last year."　　"Value to dig deep, no listing timetable for more games by the industry listed as" is expected to become the first batch of gem listed Enterprises list, "Cao Jin said," after two rounds of financing, we are not short of money, we have a bigger strategy to consider. " The first investment in playing more nets is from the original Jinshan CEO Lei 1 million dollars angel investment. 2007, the first round of investment (morningsideventures) of 4 million dollars was obtained from foreign venture capital.　　By August 2008, Steamboat had completed a second round of funding ——— Disney's $6 million trillion capital injection.　　Cao Jin Frankly, the beginning of many games and several financing, is to the listing of ideas, the company's legal structure is also based on the overseas blue-chip model, but there is no specific timetable for listing. The reporter observes the joint operation expands the webpage game profit pattern 08 is undoubtedly the webpage game development Golden Stage.　　and in November 07 to enter the field of Web games more play Game network, whether also entered the so-called gold development stage? Because of the popularity of web games, joint operations began to be the concern of the industry.　　As more play net profit another leg ——— web game, it is also the joint operation mode. In fact, a few years ago, Shanda has done similar marketing methods.　　Insiders said that the online game market profit model is also worth learning from the web game. At present, the domestic web game profit way mainly has the following three kinds: the first: VIP Monthly Membership System. Early Popomundo (character formation + community type of game), martial arts and so on. This is the current web game market is the simplest and most common, most effective way to profit.　　However, from the present point of view, the effect is general. The second type: VIP monthly plus related derivative products. This model is mostly because the use of VIP monthly way can not get the expected benefits, in the user scale stability, the online game enterprises through derivative productsSales to achieve high returns.　　However, most of the online games are modified by the previous settings, forcing players to pay the way to achieve, this model can go far, is still unknown. The third type: joint operation mode. For example, now more play Ares, 17173 basketball manager and so on. This way requires that the web game has a mature profit model and user base.　　Through the cooperation between the two sides to achieve complementary advantages, strong alliances, to achieve a win. The third mode of "joint operation" has a positive impact on the market: holding marketing. More play network is in this mode, their own user resources into income, thereby expanding the profitability.　　At the same time, this mode also let Shanda such operators can better meet user needs, more in-depth mining user value. However, as a new mode of operation, the joint operation has not formed the industry standard, and the mode of cooperation between copyright owners and joint operators, such as responsibility and rights distribution, communication mechanism, is still groping. Because of the lack of industry norms, web game operations also triggered a number of chaos, such as the promotion of content suspected of obscene pornographic ingredients, the promotion of rogue, ignoring the protection of the rights of the players.