Online game giant layout mobile games: In the groping stage more from the PC side transplant

Mobile gaming has been described by many players in the gaming world as "the next growth force driving the development of the online games industry".

In the tenth session of the ChinaJoy, mobile games by a number of big guys described as "to drive the development of the next online game industry growth momentum."

Although, now mobile games is still in the early days, making money is still very difficult, but the games giants now have to "do", Shanda, NetEase, Tencent, Giant, the perfect world are in this field layout.

According to China Zhing Games (GPC), IDC released 2012 1-June "China Game Industry Report", since 2008-2012, the client game market share has been decreasing trend, respectively, 94.4%, 92.7%, 84.6%, 83.6%, 79.4%, And in the last two years, the market share of mobile games has become an upward trend, with 3.9% and 5.1% respectively in the first half of the year. In the first half of 2012, the real sales revenue of China Mobile's online gaming market was 1.26 billion yuan, up 54.4% from the first half of 2011.

Compared to the client game sales revenue, the mobile games sales revenue is only a fraction. But in the face of the smartphone terminal volume blowout, the user pays the ability enhancement, the handset end has become the game manufacturer strategy important one link.

Online game giant layout mobile games

In the face of the blowout of smartphone terminals and the promotion of users ' ability to pay, mobile phone has become an important part of game manufacturer strategy.

ChinaJoy is called "The wind vane of the game industry". This year, the net swims big guy conveys the information to show, will enlarge to the handset game's input and the layout.

Grand games have been launched "Jag handed Down", "Rainbow Island" and other mobile games, Shanda game CEO Tan revealed that the second half will launch a variety of mobile games; the perfect world President Chi said that web games and mobile games are the focus of future research and development, Tencent game from last year began to layout mobile gaming market, launched the "Three Kingdoms Tower defense--Wei , "QQ Happy Kingdom" and other mobile games; West Hill in Beijing set up a company specializing in the development of mobile phone games; NetEase last November launched a collection of mobile phone game "book Big Battle", Ding Lei said that attaches great importance to mobile games; The giant is working with the technology to develop mobile phone games Blue Port Online CEO Wang Feng said the next quarter will launch two mobile phone games products ...

"I think the page tour and hand tour will be the future growth of Chinese game products." Wang Feng regrets, blue Port online 5 years ago from the end of the tour, catching up with the tide of the page, and catch up with the rise of mobile games. "I can't even answer my own questions when people ask me what the game company is." ”

What is the attitude of each family to do mobile games? Wang Feng's answer is "try": "Many entrepreneurs in the mobile phone games, I also invested a few, but into a very small, 100 successful 1, making money is very difficult." ”

"Now mobile gaming is still in the early stages of exploration, much like the 2007 when the Web game was just rising." At that time I did not want to do web games, I think not to make money. They bet, so they made it. Wang Feng believes that although the hand tour is still in the early stage, but now have to do, the major manufacturers in the layout.

More "porting" policies

Compared to the client game sales revenue, the mobile games sales revenue is only a fraction.

Online games giant Test water mobile game has two main roads: first, the net has been successfully transplanted to the mobile phone end, the second is targeted at the mobile phone to develop new games.

For example, the Grand Hand Tour "Jag handed down" originated in the MMORPG "legendary World", the official disclosure of the two-day download total reached 300,000 times, the cumulative income of two days exceeded 200,000 yuan. The hands of the public tour "up to Mahjong", "Every day" from the web version of the landlord. Blue Harbor Online CEO Wang Feng said the next quarter launched the mobile game will be through the web version.

"Transplant" strategy is also a large online gaming company's innate advantage. "The page tour manufacturer will migrate the page to the mobile phone the most smooth, direct mobile phone game is very difficult." Wang Feng said.

"So far the most successful product of the net is" World of Warcraft "," World of Warcraft "from" Warcraft ", it is a strong user base and fans, have such a success. "The transplant is a viable path," said Wu Guoliang, the CEO of the joint public.

Wu Guoliang that mobile phones are an important vehicle for recycling IP. Because of the short development cycle of hand travel (3-6 months), when a good idea heat is still in, quickly launched mobile games to form the cycle of IP use.

However, the "transplant" strategy also shows that the game business rivals Swim is only the test water period. "Game companies do not want to focus on the mobile phone platform to develop products, but to face the same problem with the client-side game: The innovation of a product is difficult." We invariably first to do the transplant, with the future intensified competition, will soon be forced to do the online business innovation, mobile platform development products. "Net Dragon Company CEO Liu Luyuan said.

Networking is more promising than stand-alone

"Do online games, do not do stand-alone games." "West Hill resident CEO Zou."

"Are you still playing Angry Birds?" No play, Angry Birds also have anger for a short period of time. Do you still cut fruit? Not cut. We are from the stand-alone era to do, stand-alone game you do a year people play one months. It's more promising to do online games. "Zou said.

"Chinese people do the most powerful game is not a creative, stand-alone games with the global people than creativity, it is difficult to succeed." More should play the advantages of the original experience of China's online games, to hide their short version. "Zou said.

Wu Guoliang, the chief executive, also believes that a stand-alone game is not good to do. "The mode of charging is mainly download, the income is limited, there are hundreds of thousands of people download, the income is only millions of." But if hundreds of thousands of of people pay for online gaming, then ' get rich '. ”

In addition, networked games are good for product update prompts and can prolong the product lifecycle.

Big guy dabbling in intensifying competition for small companies or being acquired

"Mobile internet is a chance for Dick Silk company to become a high handsome man. "At the Summit Forum, CEO Chen of Renren made this point. But the West Hill CEO Zou does not agree: "Small companies can not do mobile phone games, although I also appreciate Chen said the decline of men how to become high handsome rich, but I do mobile phone games These years feel that the loser can not become Gao." "He believes that the global mobile Internet has been developed for many years, international competitors are numerous, for domestic halfway companies, it is difficult to kill a way out."

Wu Guoliang CEO of the company in cooperation with a number of start-up companies to discuss investment or acquisition, in his view, start-up companies face the problem is that the hand-travel fee model in the initial stage, to make money of a handful of companies.

"Startups don't usually have a single ending unless they have the money to sell to someone else." Unlike startups, big companies have lucrative business, can keep mobile games, a year not two years, two years not three years. It is difficult for small companies with insufficient funds to do so. "Wu Guoliang said.

According to "China Game Industry Report", the current mobile network game enterprises market share relative average, TOP10 enterprises accounted for less than 60% of the market share, small and medium enterprises or entrepreneurial teams have enough space to develop and grow. However, with the entry of client network game and web game Enterprise, the competition of mobile game industry will become more and more serious, which leads to the problems of increasing cost, scarcity of channel resources, fierce competition between talents and products.