Online games, the end of the era of profiteering competition web game 3G mobile games

Known as the most lucrative industry in the fourth quarter of last year's online gaming industry, the policy red line and the cost of raising constraints on the industry's development model.　　And then, web games, 3G mobile games will become a place for everyone to compete. Recently, the Nasdaq-listed seven Chinese online gaming shares in the United States announced the fourth quarter of last year's earnings.　　Earnings showed that although China's online games listed companies still have a big increase in revenue, but the chain growth has been an indisputable fact, and profit margins are also gradually lower. Over the past few years, China's overseas network game concept stocks perfect time and space, Tencent, NetEase and Sohu swim once to 70%-95% of the profit margin to become the Nasdaq stunning miracle, nearly a year's share price is all the way ahead, a full float red.　　Similarly, the Hong Kong listing of Jinshan online games also a solo show.　　From the original 200 million to 300 million yuan scale development to now more than 25 billion yuan industry, China's online gaming industry increased by more than 100 times in 10 years, China has become a big game. But in the fourth quarter of 2009, NetEase gross profit margin dropped to about 70%, swim for 55%, grand for 38%, giant Network also has a small drop.　　and perfect time and space in the last quarter net profit of 39.7 million U.S. dollars, good results, but also fell 6.1% chain. Wall Street analysts expect seven U.S.-listed Chinese online gaming companies to remain in the first quarter of 2010, or about 10% to 15% per cent on a month-on-month basis.　　In this January, the Dalian Online Gaming Industry Forum, the industry generally estimated 2010 game industry growth rate of only 30%-40%. Over the past few years, the domestic online gaming industry to promote the "game free, prop charges" business model, to inject strong stimulants to the market, attract a large amount of netizens, online games industry fishing basin full of profits, the relevant mainstream online game company revenue, net profit alternately push high, net profit growth rate of more than 50% or even doubled, is called "the most lucrative industry."　　And in this period, the European and American countries have been wandering online enterprises.　　But the explosive growth behind the operation management model, brand research and development, content control, market channels, such as still worrying, such as the domestic online game profit model does not seek a breakthrough, China's online gaming industry can not sustain high growth trend.　　June 26 last year, the Ministry of Culture, the Ministry of Commerce issued a joint "on the network game virtual currency trading management notice," the request to prohibit virtual money to buy physical, minors to carry out virtual currency transactions, the use of virtual currency for gambling, and so on, this has plunged the game industry to make money engine. Affected by the "notice", Shanda, NetEase, nine cities, giants, swimming, perfect space and other overseas listing of the concept of online games shares on the day almost all fell.　　Analysys International published research report that the notice will directly affect the online operator's income, but if the notice is fully implemented, the impact or long-term. Now, more and more research and development costs, operating costs are also a drag on the big game company's "money." For example, now operating a stable 20,000-30,000 people online large-scale multiplayer role-playing games, 2005Cast 5 million yuan can play up, by 2007 to soar to 20 million yuan to play, now at least need to invest 30 million yuan, can operate, cost and cost of climbing to make the net swims business gradually feel laborious. Last October, Shi Yuzhu proposed a "comprehensive to the non-paying players tilt" strategy, said its giant network in the future will pursue "low ARPU value, the number of highly active users" model.　　At the end of last year, in response to the national call, Shi Yuzhu also put forward the concept of "green online games", shouting out the "interests of the overall trend of pay-free players" slogan, and vigorously promote its new game "Green Journey."　　Affected by its impact, the journey network, LAN Hong Kong online and other large-scale online games companies began from the so-called "free mode" to the "low ARPU value, high number of active users" of the model transformation, push the concept of "parity online games." At the same time, domestic online games business should also actively explore new products, expand the market profit points.　　At present, the Web game has gradually become a new operator of online games, will become the fastest growth of the detailed online games market. Although in the operating income, the Web game short-term Neinian and the client game contend, but in the user quantity and the market influence has formed the preliminary climate, has the potential from behind.　　In addition to NetEase, Sina, Baidu and other portals, MOP, my music network and many other community and video sites are also actively joining the ranks of web game operators. In addition, in 10 after the predatory development, the domestic online games market is also becoming saturated, so open up overseas markets also become the Novoliki of Chinese online games industry.　　Since the first quarter of this year, to the Grand game, the Nineth City and the perfect time and space led the three major online games listed enterprises scrambling to accelerate the pace of overseas markets, has announced to the United States, Japan, the two network game operators of large overseas mergers and acquisitions. and to develop new user groups is another key to the development of China's online gaming industry. With the full popularization of 3G, the next 3 years, mobile games will be a geometric explosion of growth, this growth at least to the new game to bring 3-5 times the current market size.