New exploration of the game channel: TV Platform Association network game
Source: Internet
Author: User
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A few young hosts are surrounded by a group of younger fans, a small signature can also let fans moved half a day, this scene appeared in the game show "game" Booth before the game on the channel several not for the public familiar with the popularity of the game host is not generally popular. Game channel is the Shanghai SMG Interactive Professional channel, this is not known as the channel does not prevent it to explore the operation of the new blue Sea. "We are the first domestic exploration channel TV joint operation of this new model, so far, the country has only two game TV channels." Chen Jianxu, director of the game Channel of Shanghai SMG Interactive Television Co., said that at present, the game channel through IPTV and cable digital TV platform, can cover 24 million audiences, spread over 220 cities. Despite the vast coverage and quality of the game, the digital channel, which is based on user pay and soft advertising, has been losing money in the Red Sea, which is already fiercely competitive in the free TV channel. Since 2009, the game has been gradually experimenting with new business models. Chen Jianxu revealed that the game channel can explore the direction of the channel content fee, professional game league, film and television drama Toupai, game surrounding sales and other directions, the channel is also operating in China's largest game league G League, but the direction of the joint operation of the online games has become the focus of the current. The game is trying to create a new blue sea of digital pay channels. In fact, most of the small and medium-sized games companies are taking independent operation to find a joint operating platform model. such as Shanda, Tencent and Baidu have users, services and other platforms of the Internet platform are open to the third party to provide users and operating resources, and common income sharing. At the same time, in advertising, online advertising is the largest game manufacturers to invest in advertising platform. In Chen Jianxu view, the thousands game is full of joint operations and network advertising platform, it is difficult to stand out from the user to create a strong attraction, while the characteristics of the television platform has unique comparative advantage. and network advertising through the user's active click Guide, the advantage of television is to push information for users, the user through watching TV game program introduced after the game, the loss rate is low, viscosity increase, participation depth increase. Chen Jianxu said that through the network ads into the game's user churn rate at 90%, and through the game to watch the loss of TV program Access rate of 40%. Moreover, the use of TV platform for game operation, the relatively already popular network platform joint operation of the operating situation has a comparative advantage. At present, the game in the operation of the "Three Kingdoms" and "Pinball Hall" two of web games, respectively for the strategy and leisure battle, two games of the average single group of servers can only reach 1000~2000 players at the same time online, and the game set up the server can withstand the same time online number is higher than the average level of about 10 times times. In the search rankings, games run by the game, but also a significant increase than before. Chen Jianxu said that this is because TV channels through the introduction of games, newHand-led, set up competitions and follow-up reports, such as a series of means to increase the game to operate the exclusive server for the user's viscosity. When the player in the server finds that he or she can interact on the TV by playing a game, the player's viscosity will be considerably improved. The plan for the joint operation of online games, "The initial plan will choose more than 20 types of games, each operation of 1." Chen Jianxu revealed that the channel will focus on the field of web game first, the future will also be independent research and development, exclusive agent. Shen, the Nineth City vice president, said nine city independent research and development of the web Game "blood Ball" will be with the game channel launch joint operation, the prospects of operation, the game channel itself coverage and influence, is the most important factor in the nine city, this will be the game joint operation of a new blue sea. In the future, the network infrastructure will be further improved, the user will realize the use of TV games, and pay for TV online. And the game TV channel can also through the accurate research to the user data, understands the audience's viewing time, the game hobby, the user consumption characteristic and so on, further is advantageous to the game operation. Chen Jianxu revealed that at present, TV users on the net online payment rate of 8.3%, while the industry average level of 5%. For the vast number of network operators, based on NGB (next generation TV) of China's hundreds of millions of sets of the game market will also become their new market space.
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