Only cut people and leveling? Chinese online games need to be out of homogeneity

Recently held the Eighth China International Digital Entertainment Products and Technology Exhibition (ChinaJoy), as the highest level event, attracting countless eyes, but also cause controversy. Some people say that E3 is technology, TGS (Tokyo Game Show) is the game show, GC (Germany Leipzig Game Conference) is the scale of the show, ChinaJoy show is exposed beauty. Some people can not help but regret: If after ten years of struggle just to show these, the survival of China's online games will become a doubt. Cut people and leveling? Chinese online games need to walk out of homogeneity Elasticity, the development of Chinese online games has been 10 years, but also means that we can sort out the past and look to the future. Strong to survive, or to consider the death, in the next 10 years into the cross, we need to explore the answer. Entertainment you and I share the success from the first, victorious state of mind, and now the main leisure, entertainment first, online games have become the modern society decompression and leisure. After graduating from Liu Mian, I realized my desire to work in Suzhou and became the sales manager for the foreign trade company in the West Asia market. "I spend my daily quotations, phone calls, orders and emails. It is my only goal to complete monthly sales volume. Liu Mian said. Sometimes for a list, he has to work continuously for a few days, only by relying on the instant noodles. But even then, he had to squeeze out time for his favorite "online game." "Playing for a while has become my ultimate luxury," he said. Liu Mian is a "senior player", as early as seven or eight years ago when he went to college, he began an online career, "At that time in the dorm and classmates play games online, it is crazy, very successful, once" plot " Still almost fights with people. "Liu Mian said with a smile," It is not the kind of mentality now. Online games is still the favorite, but by no means obsessive. My colleagues around there are very addicted, but most are moderate , After all, not a child. "In the eyes of Liu Mian, playing online games like shopping, clubbing, K songs, just personal leisure. Compared to seven or eight years ago, the player's mentality is changing, the online game industry is also changing, when most online game companies pay more attention to professional market segments, some of the pioneers of online games business has entered the horizontal entertainment platform expansion , That is through the means of online marketing marketing comics, film, music and other cultural resources, to achieve a comprehensive interactive entertainment industry chain. With the general trend of triple play, from game to movie collaboration, and then to create music album, this game and film and television cooperation is the online marketing is known as the only way to win the "attention economy." An online game company marketing planners pointed out that "At present, the main force in the Chinese online game market after 80 and 90 mainly their early online game player is different from too many choices lead to a strong sense of self, they spend money to buy entertainment ". Comments: Entertainment public, popular entertainment, online games to take root, germination of the reason is that the reality has explained everything, the public needs online games. Who can ignore the charm of wealth creation In 2009, China's online game sales reached 256 billion yuan, driven 55.5 billion yuan of revenue. 2010 industry sales will remain about 30% growth. Surprising annual growth rate, tens of billions of dollars in market size, online games is called the first gold tool for the Internet. In 2009, the online game market in China maintained a good running trend. The market size continued to grow steadily. The market share of domestic online game products expanded significantly. Overseas product exports achieved good returns. The online game market generally showed a steady and orderly development. In the context of the international financial crisis, China's online game industry has become a safe haven for the financial turmoil and has made remarkable achievements. In 2009, the actual sales revenue of online games reached 25.62 billion yuan, an increase of 39.4% over 2008, maintaining a strong growth momentum for the fifth consecutive year. The growth of web games and casual games in 2009 was particularly noticeable with actual revenue reaching 1.2 billion yuan and 5.99 billion yuan respectively. Particularly noteworthy is that the original national online games began to play a leading role. Data show that in 2009 China's independent research and development of national online games real sales revenue of 16.525 billion yuan, an increase of 50.1% over 2008, accounting for 64.5% of the actual sales revenue last year online games market. In early 2010, the "White Paper on China's Online Games 2009" released by the Ministry of Culture showed that the market size of online games in China reached 25.8 billion yuan in 2009, far exceeding the traditional three major entertainment content industries - movie box office, TV entertainment program and audiovisual Product distribution With the second and third tier cities in the construction of the Internet, China's online games market is gradually rolled out. Analysys International analysts said that China's low-cost consumer entertainment products is indeed small, online games is a major consumer goods. According to Analysys International survey, the main customer online games are young people aged 18-25, they have a certain spending power. With the improvement of network infrastructures, the online games industry has formed a "long tail" effect - heaping meager profits and forming a huge profit snowball. The online games not only stop here, the industry chain is still constantly extended, the scale has also been expanded. Comments: In the once brilliant and will continue to lead the co-star in the Internet economy, online games will continue to play an important role, who will not be willing to have the eldest son of the top households out of the house? Innovative effect of negative expectations When someone asked the foreign game industry's impression of China's online games, the other's answer is very interesting: China's online games are little women wear, men wear a armor, everyone's hands Knife everywhere cut people. Industry famous person, DCCI Internet data center general manager Hu Yanping, once "does not make great efforts to develop online games will be the biggest mistakes regulators" as the title, summed up China's online game industry eight social and market value, especially pointed out that online games can bring Surrounding industries and related consumption, boosting GDP, not only bring direct revenue to telecommunications and IT industries, but also have broad prospects for derivative products, services and consumption. The development of online games can also cultivate a variety of useful personnel, especially the original painting talent, 2D talent, 3D talent, game planning talent and programming talent. The popularity of Internet applications, online games also contributed, especially the development of 3G, a variety of software store application platform will greatly stimulate mobile phone users game consumption. Through game spending, more than 1.3 billion people have not yet touched the network began to enter their own network life. In addition to the promotion effect brought to the society and the market, the online game has also placed great hopes on the content and technology innovation. In the 10 years of development, despite the outstanding achievements made in China's online games, the lack of innovation has become increasingly apparent. Sun Shoushan, deputy director general of the Press and Publication Administration, said in a recent article that from the perspective of publishing content, the innovation capability of online games in China is still inadequate and the phenomenon of homogenization is still outstanding. The online games industry "follow the trend of" a long time. "Follow the trend" of course, can shorten the development cycle, reduce costs and risks, but also make the Chinese online games into a homogenized predicament. Out of the mentality of rapid profit, ignoring the promotion of independent innovation, will be long-term constraints of the development of China's online games. Due to the lack of innovation, the prevalence of China's online game enterprises huddled with each other, the flow rate of core research and development staff is quite high. Online game developers, "be hired corner" often lead to the collective team's job-hopping. These people after another for the club, and soon will launch a similar development and the old club game in the product. Mao Haibin, vice president of target software, suggested: The key lies in how to control the loss of core talent, because only to prevent the loss of core talent in order to keep the core strength of the enterprise unshaken. How to implement the strategic protection of core human resources, and continuously enhance the capability of independent innovation, there is still a long way to go in China's online game industry. Comments: online games is not a trick, it is the crystallization of high technology and high intelligence, in a sense, online games are also responsible for China's scientific and technological innovation as part of the task.