New business model: 18 of Grand Games

Shanda Game 18 Fund is neither a purely profit-driven venture capital, nor a billboard to attract projects, but a new business model based on industrial layout. Wen/Sinorama reporter Zhangshans Looking back 10 years ago in China's rich list, the list of entrepreneurs from the most of the market wandering in the gray area of real estate, even if the chain, manufacturing and other fields of entrepreneurs occasionally on the list, foot is also trampled by the industrial chain bully and the cheap labor of bitterness and tears, and　　The Internet and gaming industry have become the first industry in China to realize the dream of wealth quickly in the sun.　　Whether it is one-woman Chen Tianqiao, or from the portal to the Ding lei, or even suddenly broke into the game of the Strange Shi Shi Yuzhu, several years to create a few of China's richest man, to the reality of the achievements to show the charm of the industry.　　Predecessors of the legend, is still encouraging the efforts of the backward, however, in more and more mature and stable game, how many opportunities to leave self-made people? 18 Fund of the first lamp famous far-spread among the Giants, all over the lofty ambition of nobody. They rely on the strength of the team, laid a large tracts of the Jiangshan, hit the time of passion, while keeping the land is lonely intolerable.　　Entrepreneurship, they are moved in the Giants or wandering outside the giants of a hope to touch and dare not rashly close to the dream.　　Fuming is a member of the wandering person. As the first batch of developers of the grand game, he witnessed the grand game from scratch, from weak to strong short process, but also experienced a landing on the Nasdaq exciting. If at that time fuming can seal heartbeat, use impulse, cling to a gold and jade rice bowl can be food and clothing without worry.　　However, the inner impulses and external temptations are pushing them toward future gambling. 2006, China's gaming industry is going through a collective madness, the game consumption of the powerful pull, wealth myth constantly staged, are pushing more capital, more people look forward to creating a miracle in this industry, Shi Yuzhu can only from a grand dug a team and a game to do the Wind,　　What's not going to happen? Whenever you hear someone to get a sum of wind, pull a few brothers out of business, the news, fuming heart speed, sleepless.　　One day in August 2006, when he heard that a traditional industry boss decided to invest tens of millions of games, he did not hesitate to submit his resignation letter that afternoon. The investor's blindness and lack of patience for the game made fuming quit the team after a few days. However, with ideals staggered road fuming, not reconciled to turn back. One months later, he heard that Shanda is encouraging employees to start their own business, although he is not a grand staff, he still put his business plan in a ppt, to Chen sent an e-mail.　　The next morning Chen reply to his mail, the evaluation of his proposal is quite high, and about the time to interview. September 14, 2006, when fuming again came to familiar with the grand company, quite embarrassed, over the years by the free access to the work of the place, now must be someone to answerStay and receive a guest card to enter. No speculation in the sarcasm and ridicule, Chen and his "deserter" laughing. In the two-hour communication process, Chen and fuming talk more about life, career and industry judgments, in addition to the Grand investment fuming venture, did not talk about more investment and cooperation details.　　Cooperation model and cooperation details, such as follow-up matters, by the Grand game CEO Yu in the next few days with fuming to finalize. Prior to joining the Grand Yu in 2005, he worked for a number of international companies and was head of the Asia Pacific Project director at the Seattle headquarters of Tourism Business network Expedia, managing project management teams in China, Japan and Australia, as well as office at Microsoft Redmond Headquarters, Manager of Windows and Xbox start-up teams. Years of entrepreneurial team management experience, so that she is in business and entrepreneurship between how to find a good mode of cooperation, how to more fully motivate entrepreneurs and how to promote the entrepreneurial team project management, has a wealth of experience.　　Since joining the Grand Group in 2005, Yu has been the head of the Evaluation Center, Planning Center, Project Management Center and Business Development Center, and has a profound understanding of the corporate needs and strategic needs of Shanda games. More to fuming accident is, in Yu for his design cooperation model, Shanda game not to his company holding, Shanda game in fuming set up a small stake in the company, Shanda Games hope this can fully mobilize fuming entrepreneurial passion and sense of responsibility.　　For fuming, this is an ideal mode of cooperation, he has not only won the venture capital, but also received a variety of resources to provide a grand. In the early days of wheat and stone development, Chen I will communicate with fuming once a month, talk about the company's progress, entrepreneurial mentality, to do business experience. And Yu almost every day to meet, and Chen, Yu communication opportunities even more than as a grand staff time. Fuming said: "I can not solve the difficulties, I will be to the grand game for help."　　And the Grand game is full of support. Shanda in game engines, quality management, functional improvement, security design, commercial design, operational resources and framework preparation, market media and channel resources, customer service, and other aspects of the fuming team to provide a package of support, a strong resource driven by the support of considerate services, wheat stone company was founded 20 months on the successful launch of the product, This speed is not uncommon in the industry.　　At present, its development of "ghost blows" has access to a grand platform, performance in the top of the platform.　　Although the Shanda game invests in the fuming team, the grand game outward investment 18 Fund has not yet established, but in fact fuming team enjoys the capital investment, the pioneering work guidance and the internal resources support, is the 18 fund for the game pioneering team to provide the most core resources since then. Two times after the labor pains "Cao", "want to be a general not a soldier", in our common values, regardless of whether there is talent, such employees are not reusable, because they lack ofIndustry loyalty, there is too strong uncertainty.　　However, in the value system of the grand game, the impulse of undertaking is fully respected, the grand game is more to conform to the call of the staff, the pursuit of a personal value and enterprise value in a highly unified premise of common growth. Chen once said: "Shanda can not always be as a game company to operate, we have to run on a higher runway." We don't compete on the same runway with other game operators or game development companies in the industry, but through our platform, we build a leading gaming company through our investments. "In fact, no further sounding grounds can disguise the crisis that preceded the change."　　Shanda Game official for the birth of the 18 fund, gave too many corporate strategy and the national righteousness of the annotation, can not dispel the in-depth discussion of this newspaper reporter. The 2006 Grand Network is at a delicate juncture.　　May 2004, just set up five years of grand Network landing Nasdaq, into 150 million dollars of cash, so that Chen confidence, the web of Disney's dream seems to be in sight. As a result, a series of acquisitions, mergers and partnerships that cost billions of yuan have been staged, including the acquisition of winger Games and the start of the Chinese web, the investment in Shanghai and the holding of Sina, and the cooperation with a wide range of content providers. However, the Internet world, one step ahead is the sage, leading two steps is the martyrs.　　Too ahead of the product concept of the lack of market demand for the pull, harsh and complex policy and supervision around the ban, the hardware involved, software, content, markets, channels and other links are unsustainable, directly caused by the defeat of this advanced strategy.　　Career to continue, Chen overpass back to find that, from the end of 2005 to the first half of 2006, more than 2000 employees of the grand, due to a variety of reasons to leave as many as hundreds of people, the main business of the game is also nine cities such as the chase. The loss of talent at the same time, game products, especially the lack of independent research and development games make Chen Tianqiao difficult to accept. Since 2003 grand release of independent research and development of the "legendary World" after the grand launch of the "Heroic Age", "Dream Kingdom" and other games, but still lack of a masterpiece published. And in the process of the grand transformation, other net swims company NetEase and nine city and so on is immersed in the development network game, and so on the grand turn back, NetEase and nine city already catch up.　　Grand past hegemony has been shaken. Crisis time, but also the achievement of the network game Chen overpass a solo savior.　　From the dream back to the reality of Chen flyover to the development of the center of gravity again put on the top of the game.　　Shanda urgently needs two times to start a business. However, the risk of external entrepreneurship, not all employees are willing to bear, so encourage employees inside the "20 plan" to start the implementation of entrepreneurship. The so-called 20 plan, is to rely on a sound operating system and user platform, the grand creation of "game team internal entrepreneurship, Shanda and the project team into" the innovative mode of operation, with up to 20% of the proportion, commitment to the best game talent with the highest returns and benefits. In fact, 20% is exactlyThe grand introduction of Korea mature game of the proportion, the grand game is willing to bear all the human cost and research and development costs, and 20% of the proceeds to hand over to employees, is to be able to have independent intellectual property rights in the original game has a breakthrough. Waiting for the story of the fund fuming is not the first beneficiaries of 18 funds, far away from the Grand game investment fuming 2005 years ago, a young man holding his own development of a martial arts game to find Grand, hope Shanda can support the development of this game.　　Shanda to come to the project very seriously, so put it into the game Evaluation Center "three funnel" for evaluation. The so-called "three funnel", is a grand game for research and development products, agent products, a set of measurement models. Yu was the only Chinese in Microsoft's Xbox management team to take on the game selection and certification work on the Xbox platform. Just joined the grand time, Chen told Yu, Grand to build the largest game center in Asia. The newly formed department only Yu one person.　　She will be the game selection and evaluation of the rules and experience, through innovation and optimization, in the grand game of the creation of the Evaluation Center, and set up a huge "three funnel" evaluation system.　　The first "funnel" of the grand selection game is to test product design, there are three aspects of the adaptability of the game and the technical framework; the second "funnel" is an investigation into the company level of the developer, and the third "funnel" is a business decision that Chen personally with a dedicated "Product Planning committee" for discussion and voting. Over the past few years, the "three funnel" platform for a total of 5,000 game products tested, and finally passed the test only 50.　　And after the market test, the game listed six months or even a year after the development of the situation, are consistent with the evaluation data. Shenyang lad this game after the Grand Evaluation Center of the evaluation, scores are not high, but the grand fancy of the lad's technical strength, expressed hope that he can do it, if not enough money, Sheng provided.　　He soon made a business plan, and once again found a grand, grand and then invested him millions of, his company on the right track. In the past, Shanda operated game products, nothing more than two kinds of channels, one is the South Korean game development company developed products, one is to recruit domestic game development talent self-development. Both models have advantages, but the flaws are also obvious. Agent of the game has a greater choice of freedom, and the success rate is high, but to sacrifice a large proportion of the agent divided, and product controlled, while the independent research and development of products, although the profit margin is very high, but also to bear a large cost of failure.　　The success of the first external investment enabled Shanda to start thinking about a new source of product sourcing. 2005 Grand only after the IPO, the Fund reserves abundant. Chen Flyover began to consider new ways to attract game development talent, customized excellent game products. Shanda plans to invest 100 million yuan, to provide 10,000 square meters of office space, to finance 1000 people to develop their own games. "Every month 18th, Shanda listens to you to tell the story." "This is a slightly romanticColor advertising language, become a grand "petajoules plan" selection game Project and Team window, began to spread in the game industry.　　As long as you have a good team, a good project, or even just a good idea, there is a chance to get millions of to tens of millions of dollars in investment.　　For different investment targets, Shanda will be divided into Petajoules plan: For internal Staff Entrepreneurship 20 plan, for the external team to start the 18 plan and for the mature game team, game products of the cloud plan. July 11, 2007, at the beginning of 2009, the Grand game will be the cloud plan, 18 plans to merge into 18 fund brands in the ChinaJoy Summit Forum put forward 18, the wind and the clouds, 203 major plans, grand to open posture to find "peer partners." Chen meaningfully said: "China's gaming industry has gone through the vicious competition stage, followed by the game of the national era." Game developers can step on a grand shoulder, together to create a world-class immortal. "At that time, it seems that the three plans of Chen Tianqiao also some of the elements of the dream, however, just two years later, the 18 fund has become a new environment to decide Grand game proud of the forefront of capital." Through 18 fund investment, Shanda games not only mobilize the company's internal employees entrepreneurial passion, but also the whole country and even the world's creative, and special needs to develop their own space, willing to bear the high risk of talent and team.　　Over the years, Shanda Games 18 has invested more than 40 teams with 500 million yuan, and has been rewarded with rich and excellent products. According to Yu, the next three years 18 funds will invest at least 500 million yuan, and 18 funds will gradually move to more stringent investment quotas will be more focused, more mature, successful game products.　　At the same time, the Grand game itself will further deepen the system, and continue to innovate in the game research and development.　　The change of business model in fact, the change of Shanda game business model is based on an understanding of the future development of the game industry.　　Network game is a constantly staged creation myth of the field, and the industry competition form itself has experienced the competition of product influence, also experienced the competition of business model, and then developed to revolve around creativity, talent, capital and resource management platform competition.　　Shanda Game is the leader of the domestic network game, not only from scratch to cultivate a huge online game consumer market, but also led several network game industry upgrade. The first stage, in the early days of the domestic network game, mainly to agent overseas game companies to develop products, products for the king, the channel to win the opening of China's network game industry door; The second stage, further competition to promote the game companies to try to change from the time charge model to prop charging mode, this change to cultivate, Expand the online gaming consumer market provides the impetus, also on the game's profit model, research and development strength and product life cycle put forward the test; The third stage, is the platform of competition, around the network game industry chain of all aspects, from the creative to the script, from the development to the channel, from the talent to the team, from the tubeTo operate, from capital to resources, and so on, have become this platform covers the whole industry chain competition. Shanda Group's strategy, Shanda play the role of product development, product operations and product distribution, which determines the grand game is destined to be a content for the king of the Enterprise. And good content is inseparable from good talent, to step faster, must be content for the king, talent-oriented.　　At the present stage, Shanda games by virtue of years in capital, management, channels and products have completed a deep accumulation of products and talents are included in the platform competition key elements, yu it as a grand game forward development of the left and right legs. On the surface, Shanda's 18 funds may play more like a VC role in the game industry. But this venture is not the same as a traditional venture. The traditional venture capital takes the interest as the drive, quickly invests the object to carry on the large-scale expansion, then pushes quickly to the capital market to go public, finally quickly sets out. "We also aim for profit, but not just for profit." "Yu more emphasis on the difference between 18 funds and VCs," the first difference between us and VCs is focus, we only make investment in the game industry; The second difference is that we do strategic investment in the industry, and strategic investment itself has strategic value. "In addition to the difference in the purpose of investment, the 18 fund and VCs are the biggest difference, but also for the team and the project itself support details." As we all know, venture capital generally exports only capital in the process of investment, which can be supported in management and finance is rare. and Shanda 18 Fund, to provide financial support, just a beginning, in the follow-up cooperation process, the grand accumulation of many years of script, engine, users, experience, channels and other resources will accompany the joining team, and even kill the team energy personnel, finance, law and other business operations in the routine of the trivial,　　Can be handed over to the relevant system of Shanda games to take care of, join the team can focus more attention to the game development and other creative work. One is the straightforward pursuit of benefits, one is the patient accumulation of talent and products, this is undoubtedly Yu to show us the 18 funds and VCs the biggest difference.　　Venture capital investment is more based on a rule, and the 18 fund is a model to accumulate talents and products.　　Industry to promote the growth of 18 funds has become a game industry can not be suppressed strength, even the most arrogant competitors, but also have to carefully look at the original slightly more hype color of the organization.　　Thus, the giant network of "win in the Giants", Sohu Tour of the "Treasure Plan", the "55 plan" of the Games, Blue Harbor Online "Condor plan" and other game funds have launched. However, the atmosphere is not a look-and-feel style choice, but a dive of the deep impulse, because of the inner impulse to become a habit of thinking, because of thinking habits and become a business model. Grand game for the smooth advance of the 18 fund, the whole company from top to bottom all carried out the system reform, to this set of resources and the system to adapt to external talent and team, and the follower compared to the starting point and end pointNature is not the same. Forward this text to Weibo