Only chopping and practicing? Chinese online games need to come out of homogeneity

Recently held the China International Digital Interactive entertainment products and Technology application Exhibition (ChinaJoy), as the highest level of domestic events, attracting countless eyeballs, but also caused controversy. It is said that E3 (American Electronic Entertainment Exhibition) is the technology, TGS (Tokyo video game show) exhibition is the game, GC (Germany Leipzig Game Conference) exhibition is the scale of the future, ChinaJoy exhibition is exposed to beauty.　　Some people can not help but regret: if only after ten years of struggle to show these, the survival of Chinese online games will become a question. Cut people and practice class?　　Chinese online games need to get out of the same quality of a flick, China's online games has been developing for 10 years, also means that can comb the past, looking to the future.　　To live a strong life, or to consider death, we need to find the answer when we enter the next 10 years.　　Entertainment features you and I share from the success of the first, competitive mentality, to the present leisure-oriented, entertainment first, online gaming has become a modern social decompression and leisure mode. Liu Yan After graduation to achieve the desire to work in Suzhou, the foreign Trade company responsible for the West Asian market sales manager, "every day in the quotes, telephone, orders, e-mail, to complete the sales of each month to become my only goal." "Liu Yan said. Sometimes for a list, he had to work a few days in a row, only to live on a blister surface. Even so, he has to squeeze time for his favorite "online game". "Play games for a while and become my most luxurious enjoyment."　　"he said. Liu Yan is a "senior player", as early as seven or eight years ago, he started the online game career, "at that time in the dormitory and classmate networking playing games, very crazy, very competitive, a" plot "and almost fight with people. Liu Yan smiled and said, "now is not that mentality." Online games are still the favorite, but not infatuation. My colleagues around me also have a lot to indulge in, but most of them are restrained, after all, not children.　　"In the eyes of Liu Yan, playing online games like shopping, Bubble bar, K song, just a personal way of leisure."　　Compared to 78 ago, the player's mentality is changing, online games industry is also changing, when most of the online gaming enterprises pay more and more attention to the professional segmentation game market, the tentacles of some of the enterprise pioneer has entered the horizontal entertainment platform to expand, that is, through online games marketing means to integrate comics, film, music and other cultural resources to achieve a comprehensive interactive entertainment industry chain With the three-net convergence of the general trend, from the game to film cooperation, and then to the production of music albums, this game and film and television cooperation is online marketing is known to win the "attention economy" begotten.　　A game company market planners pointed out that "at present the main force of China's online games market to the main and the first, they and the early game players are different, too many choices lead to a strong sense of self-awareness, they spend money is to buy entertainment."　　Comments: Entertainment, public entertainment, online games to take root, germination reason lies in this, the reality has explained everything, the public needs online games. Create rich charm who can ignore 2009, China's online game sales revenue reached25.6 billion yuan, driving 55.5 billion yuan of income.　　2010 sales revenue will remain about 30% growth.　　Annual astonishing growth rate of tens of billions of yuan market size, online games are called the first weapon to do the Internet suction gold.　　2009 China's online game market to maintain a better running situation, the market scale continues to grow steadily, domestic network game products market share significantly expanded, overseas product exports to obtain good returns, online game market overall showed a stable and orderly development trend. In the background of the international financial crisis, China's online gaming industry has become a haven for financial turmoil and achieved remarkable results.　　2009 NET Game actual sales revenue reached 25.62 billion yuan, 39.4% increase than 2008, the 5th consecutive year to maintain strong growth momentum. 2009 Web game and leisure game growth is particularly obvious, the actual income reached 1.2 billion yuan and 5.99 billion yuan respectively. Especially noteworthy is that the original national network game began to play a leading role.　　Data show that 2009 China's independent research and development of the national Network game sales revenue of 16.525 billion yuan, an increase of 50.1% in 2008, accounting for last year's net sales of the actual market revenue of 64.5%.　　In early 2010, the Ministry of Culture released the "2009 China online game White paper" shows that the 2009 China's online game market scale reached 25.8 billion yuan, far more than the traditional three entertainment content industry-movie box office, television entertainment programs and audio-visual distribution. With the construction of the two or three-line city internet, China's online games market is gradually spreading. Analysys International analyst said that China's Low-cost entertainment is really not much, online games is a major low-cost consumer goods. According to Analysys International survey, the main customers of the online games are 18-25-year-old young people, they have a certain consumption capacity. The network infrastructure is becoming more and more perfect, and the online games industry has formed a "long tail" effect-the meager profits piled together, thus forming a huge profit snowball.　　But the net swims not only stops here, its industrial chain still extends unceasingly, the scale also unceasingly expands.　　Comments: In the once brilliant and will continue to lead the Internet economy, online games will continue to play an important role, who will not be willing to keep the top door separately eldest son out of the house?　　The innovation effect has high expectation when someone asked the foreign game industry's impression of Chinese online games, the other side of the answer is very interesting: China's online games are women wear very little, men wear armour, everyone in their hands with a machete everywhere cut people. Industry renowned personage, Dcci Internet Data Center General manager Yanping, has "not vigorously develop online games will be the biggest failure of the regulator" as the title, summed up the Chinese online games industry development of 8 social and market value, especially pointed out that the online games can drive the surrounding industries and related consumption, to boost GDP, not only for telecommunications, The IT industry brings direct revenue, and it will have broad prospects for derivative products, services and consumption. The development of online games can also train all kinds of useful talents, especially the original painting talents, 2D talents, 3D talents, game planners.and program design talent. Popularization of Internet applications, online games, especially the development of 3G, the emergence of various software store application platform, will greatly stimulate the mobile phone users of the game consumption.　　Through game consumption, more than 1.3 billion people who have never net began to enter their online life.　　In addition to social and market-driven effects, online games in the content and technology of innovative results are also placed high expectations, in the 10 development, China's online games despite the outstanding achievements, but the lack of innovation is also increasingly apparent. Sun Shoushan, deputy director of the Department of Press and publication, recently wrote that from the content level of the publication, China's online games innovation ability is still insufficient, homogenization phenomenon still outstanding. Online games Industry "Follow the bandwagon" problem has a long history. "Follow the bandwagon" is to shorten the research and development cycle, reduce costs and risks, but at the same time make the Chinese online games into the plight of homogeneity.　　In view of the rapid profit-making mentality, ignoring the promotion of independent innovation, the development of Chinese online games will be restrained for a long time. Because of the lack of innovation, the Chinese net swims the wind of each other, the core research and development personnel turnover rate is very high. NET swims the developer's "be dug the angle" often causes the whole team to change jobs.　　These people will soon introduce a product similar to the one the old club is developing. Target Software Vice President Jerry suggested: The key lies in how to control the loss of core talent, because only to prevent the loss of core talent, the core strength of enterprises can not be shaken.　　How to implement the strategic protection of the core human resources, and constantly improve the ability of independent innovation, China's online gaming industry has a long way to go. Comment on: Network game is not a trick, it is high-tech and high wisdom crystallization, in a sense, online games also bear a part of our scientific and technological innovation tasks.