Online games manufacturers compete for hand Tour: Different rules of the game

May 10, Grand game CEO Chandonghai in the Global mobile Internet Conference announced that Shanda's mobile phone card game "million King Arthur" in the overseas daily income has reached 10 million yuan.

Traditional games in the client game (hereinafter referred to as "End of the Tour") and web games (hereinafter referred to as "page Tour") growth has slowed, the current several major traditional game manufacturers have begun to layout mobile games. According to the reporter understands, in the second half of this year, the traditional game manufacturer will launch the mobile game competition.

The crisis of traditional games

The 2012 China Game Industry Report, released January 8 this year, shows that the end of the market 2012 sales revenue of 45.12 billion yuan, an increase of 23%, page travel income of 8.11 billion yuan, an increase of 46.4%, mobile gaming revenue 3.24 billion yuan, an increase of 90.6%. Visible, the mobile game market growth rate far more than the previous two.

Chandonghai, director of Shanda Games for overseas and mobile operations, told reporters that the biggest hand tour manufacturer in Japan even believes that the 2015 global mobile games and PC games may be 8:2, because the mobile end game in two or three years reached the level of PC games for ten years.

The same for the game Working group released the "2012 China Network Game Research and Development Force Survey report," the 2012-year end of the income is still the largest, but the market share has slipped, growth slowed down, while the market share of the page tour continued to rise, user growth has begun to slow, and the end of the

"Although the Web game has not brought about a design revolution, it has had a big impact on the business model," he said. "Blue Harbor online CEO Wang Feng believes that page tour is the last dividend of PC Internet, when many manufacturers are no way to do a page tour, seized a huge flow of excess in China market opportunities."

"Mobile phone can meet a lot of play and experience of web game, and with the development of HTML5, the page swims is hit by the mobile game to be bigger." "Chandonghai thinks.

And the traditional game of the PC-side social games, a few years ago enthusiastic response, but because of the decline of traditional social platforms, currently few manufacturers continue to invest. According to Analysys international analyst Shillon told reporters that the way out of social games is to transfer foreign and transformation of mobile games. According to the "2012 China Game Industry Report", the social game market real sales revenue of 3.73 billion yuan, an increase of 101.6%. Shen, the Nineth City vice president, told reporters that the main part of social games is still moving.

"Terminal mobility is a trend and the content of the game is bound to change," he said. Chandonghai explained to reporters that the rapid mobility of intelligent terminals, the sales structure of traditional game manufacturers and industrial structure has been damaged, or there is a great crisis.

Chandonghai said that the smart mobile end of the current basic to meet the needs of all users, the traditional PC end of the number of game users are bound to decline. "And in the promotion aspect, the traditional game manufacturer has been in each major portal website advertisement, after the mobile user does not have the computer, before the user attracts to the PC the cost is far higher than we can imagine." ”

On the other hand, the domestic mobile game market outbreak, entry threshold than the end of the tour and the page swim a lot lower. At present, the hand tour market has appeared a group of small emerging companies, the monthly income reached tens other already a few.

In the face of this market opportunity, traditional game manufacturers can not be indifferent. Shanda Games Vice President Liu that, according to the grand internal data, the development of hardware and the expansion of user needs, hand-tour consumption power of deep excavation.

All the Princes brewing the market of hand tour

Shanda is a traditional game giant with an earlier layout. It is understood that the Grand 2011 began to prepare mobile gaming business, in the channel and market environment relatively simple overseas market layout.

According to the introduction, "Million King" in the overseas single day total income has reached 10 million yuan, since December 2012 so far, in the South Korean region has been ranked top of the App Store, March 2013 in Taiwan online Traditional Chinese version, currently in the local also entered the top three. "A game of success does not represent the control of the entire industry, later will continue to do market segments, the work is still in preparation." "Chandonghai said.

Chandonghai said that this July Grand games will be in the domestic mobile game market, the main development of RPG (role-playing) and card games, as well as other companies to provide agency services.

"The layout from overseas also has a risk-control factor." Chandonghai to reporters that overseas markets can be opened quickly, if the domestic did not succeed, you can share a part of the risk.

Before the grand have tried to launch some of the domestic hand tour products, for example, the original PC end of the strong brand extended to mobile end of the "Jag handed down" mobile phone version, research and development period of more than 18 months, but the monthly income only millions, but also some product failure, the basic revenue is zero, the life cycle is only two or three weeks, investment can not be returned.

"18 months of research and development is because we are not experienced at first." "China's mobile gaming market is the largest in the world, but the poor environment of the 3G network coupled with the complexity and closure of hand-swim channels is not easy," Chandonghai said.

Reporters learned that several major traditional game giants in the mobile game layout slightly different pace, many companies do not have full force. But in the second half of this year, the traditional game vendors also compete for mobile games is a foregone conclusion.

February 7 This year NetEase released the fourth quarter of 2012, CEO Ding Lei said that the first half of this year should be able to see NetEase in the mobile end of the entire layout, there will be game products. And the perfect world to reporters that the message is: The end of 2012 has a small range of testing the mobile game "The Rise of the Empire", this year in May or June will be launched after the name of the Hand tour "Long Live King", this year also launched the latest mobile game "The Rose Knights." Jinshan Game CEO Zou in the Global Mobile gaming Forum, said Jinshan October 2011 began to do mobile games, most products are in the second half of the year.

Shanda Games Vice President Liu that the Internet business like surfing, to seize the time, too early or too late may not be on the wave. "Need to know how to force, content is what, in what way to integrate and exerting force." ”

Different rules of the game

"Traditional game company's operating system is a precipitation, in the game product quality assurance, technical security, strong brand and the industry upstream and downstream and even overseas resources are advantages, can be further utilized." Liu to reporters, mobile gaming operations have changed, do not put these advantages to imprison their own forward parts, if the same is not the advantage of the reference to these. We do some adaptive and targeted adjustments on the basis of the original. ”

Shillon that the social class did not have too much baggage, the transition will be relatively smooth, such as "Find Your sister," the manufacturer of hot cool is from social games extended to mobile games. And Shen also said that the business model of web games is similar to mobile games, it is not very difficult to extend to the mobile end.

Wang Feng thought, the end swims with the hand swims the development condition many different is the present traditional manufacturer's main bottleneck. "Now the development of tourism in favor of the development of resources, in the map and system to do a lot of design and deployment, but for many end of the company, play no essential changes, resulting in a lot of people in the fight resources: The picture is getting better, the game has no essential changes." ”

Wang Feng said that the game is an important element of the game, now the end of the company in prop system, economic system and business model constantly adjusted, but neglected the game of the design. "Hand tour is a new era, can completely sink the heart to do the first game: the first layer to do the prototype design; The second layer is the game; the third is the economic and business model, including the charging model of props." Wang Feng said, but "the current end of the tour companies are doing the opposite."

"Mobile games are redefining gameplay, redefining the subdivision points of each play, and having a lot of evolutionary opportunities, so the business model for mobile games and PC games is different." Wang Feng said.

In fact, the business model of PC games is that the manufacturer publishes its own products, operates its own products, and all servers are in its own list of servers, which is a completely closed mode of product plus operation. "From the beginning of the page is to split the Internet traffic, from the beginning of the hand is cutting terminal mobile phone users and channels." "Wang Feng said that the business model of hand tour has been irreversible, the past PC game manufacturer's business model has not been adapted, if which hand travel company said to the PC game manufacturer's business model to do mobile game, it is difficult to succeed.

"You have to be willing to share money with others." "Wang Feng said that mobile games need an open mind access channel, but how to profit on other people's Platform and protect their interests need to think."

"If the platform is too monopoly, regardless of the developer's interests, the Chinese game in the era of mobile phone games brilliant still no future." Wang Feng said.