Overseas game dealers in China: Not afraid of shanzhai profit relying on the brand

Compared to Google, Yahoo, ebay and other multinational companies in China Halberd, some more light companies are flocking to the Chinese market, relying on mobile internet, with world-renowned brands, in the Chinese market to make a big profit, for them, the brand has become an important asset, and become a tool for expansion. Some Chinese companies are looking for business opportunities from large-scale overseas game developers in China, as a "leading party in China".

Expended, "the most successful instant strategy game in history," the first iOS platform game "The Hero Academy", which was created by the original group of the Empire Times, recently landed in the Chinese market, and its CEO, Patrick Hudson, was unable to get excited about the Chinese market, saying "China is the second largest world download of the Hero Academy". We don't want to miss the opportunity. ”

Before the Academy of Heroes, including "Angry Birds", "Plants vs Zombies", "Tom Cat", "Fruit Ninja" a large number of foreign popular games landed in China, their executives are regarded as China's "second home", Gesanchaiwu to China "string drop".

These overseas game makers are reaping a lot in China. The Great Wall will unite founder Song Wei, "Fruit Ninja" in the second half of last year since China has earned more than 6 million U.S. dollars in a short period of time, its profit mode includes advertising, prop charges and brand licensing.

The brand is the magic weapon of these overseas game business "recruit Money". Take Rovio as an example, not only set up branch offices in China, but also opened a number of theme parks. Rovio China general manager Chen Boyi said, "Angry Birds" do not care about piracy, the most important thing is to do a good brand, and rely on the brand to seek maximum development.

It's not a simple release game, but a big brand.

Compared to Chinese game developers, overseas players pay more attention to brand value, brand licensing and product extension has become an important way for overseas players to earn revenue. Rovio China general manager Chen Boyi pointed out that the Rovio design of the game's starting point is not simply to issue a game, every one of the things are thinking, how to make this brand bigger, whether it is stand-alone version, Social edition.

Chen Boyi says Rovio Many experiences spend on branding and how to tell stories. Rovio has been positioned as an entertainment company, including games, movies, anime, brand licensing and so on. According to him, Rovio plans to open stores or theme parks in hundreds of cities in China, and will launch a series of new products in the Chinese market, such as games and cartoons featuring Chinese culture.

James Gwertzman, general manager of PopCap Asia Pacific, points out that PopCap in China is mainly based on "zombies" as the core, expanding products, including product licensing. PopCap currently has a 65-member branch in Shanghai, which has been profitable in China for several years. James Gwertzman said that the more PopCap China, the PopCap company is doing the right thing for the Chinese market, rather than just making the Chinese market an outsourcing base.

Halfbricks's "Fruit Ninja" in China familiar, not only with the domestic advertising agencies, in the brand also make a fuss, and Amoy and other electric business enterprises, brand licensing push "Fruit Ninja" shoes. After the first time last year, Halfbricks Global CEO Shainiel began to visit China.

COO Zhang He (Micro-Bo) revealed that Halfbricks's "Fruit Ninja" every moonlight advertising into income can reach the million level. "Otherwise why come to China so frequently." "The Great Wall will unite founder Song Wei to explode material," Fruit Ninja "half year time already made more than 6 million dollars in China.

It is reported that PwC's latest annual forecast report shows that by 2016, the total number of mobile internet users in the world will be increased by more than twice times the current basis, that is, to 2.9 billion, of which nearly 10亿来 from the Chinese market, accounting for 34% of the total. With the "Angry Birds" and other games successful, more and more overseas games into the Chinese market.

Restricting piracy is not realistic for shanzhai products can be ignored

At present, "Angry bird" download has exceeded 1 billion times, the Chinese market download volume of 150 million times, because of its strong performance, Rovio last year to gain 67.6 million U.S. dollars in profits. "Fruit Ninja", "Plants vs Zombies" and other large users, which makes these games piracy and Shanzhai phenomenon is very serious. But overseas developers are optimistic.

"For the Pirate" Angry Birds "problem, Rovio approach is ignored, Rovio most concerned about the game itself, to have enough innovation, enough differentiation. "Chenbo a pair of Tencent technology, for Shanzhai products can be ignored, of course, always understand." "If you find that Shanzhai products are faster than you, you are in danger." ”

In fact, Rovio's marketing director Peter Vesterbacka, who visited China this spring, saw a number of counterfeit "Angry Birds" products, but he was delighted: "We realize that some of the things that happen in China are good for us." ”

Critics point out that Rovio is mixing tactics: using legal weapons against some pirates, but also working with some pirates and seeking their advice. "It is clear that Rovio is not taking the traditional approach," says one legal person. ”

"Fruit Ninja" in China agent, Le Tease Executive president Gao Linton said: "How to deal with the piracy problem?" You have to consider your market, your price can restrict the piracy situation. "Some user groups are willing to pay for the fruit Ninja," says Gao. Many people like free games, so do some free games. "It is unrealistic to limit piracy. ”

China's "Leading party" hot: acting overseas games into China

Although the Chinese market is very large, but many overseas game developers are not familiar with the Chinese market, the local operation of the game is not so simple, in order to allow the game can do as the Romans, more to cater to local players taste, the content of the game needs to make a deeper change, which also makes the Chinese "lead party" has a living space

In fact, in addition to a small number of companies such as Rovio, PopCap, and so on, many overseas players adopt the agent model. such as halfbricks will "Fruit Ninja" localized overall operation to Le fun operation. Shainiel said, "The Chinese market is very messy, must have a landing company, tell us how to cooperate with the market, find someone to cooperate." ”

It is understood that the agent "Fruit Ninja", le Tease will get props and authorized products revenue of 20%. In other words, the user in the game each purchase a new fruit knife or doll, le Tease will get a profit of 20%.

Recently entered the Chinese market "hero Academy" will also be in Greater China's exclusive development and distribution rights to the travel lane easy, its "hero Academy" in the Chinese Theater for comprehensive localization improvement, in addition to the complete Chinese game text, the server has migrated to the country. At the same time, the "Heroes College" Chinese war zone has also been implanted in the local social network.

"Heroes College" developers, Robot Entertainment CEO Patrick said, even if the "Hero Academy" English version does not make any changes, there are many downloads in China, the Chinese market user base is very large. So "Hero Academy" simply launched the Chinese war zone, more in-depth in line with domestic players accustomed to development.

For the Chinese players do not pay the habit, the cruise Road easy CEO, said, "Hero Academy" main profit model is advertising, the game page advertising revenue is relatively high, another way is the game to buy props.

According to the Great Wall Association co-founder Song Wei revealed that "Tom Cat" is with the mobile Internet enterprises have rice to discuss cooperation, the future may be delegated to have the right to operate the rice. Song Wei pointed out that the Chinese market is very large, overseas players need to have institutions to maintain partnerships in China, localized layout, to prevent piracy.

Song Wei that for overseas game developers, to rationally think about whether to enter the Chinese market is to do their own or to find the right third party, if it is their own to do all of the need to explore their own, like "Angry Birds" set up branches in China, and actively build theme parks around, may be to find suitable landing opportunities.

"Some Chinese mobile phone game companies also do well overseas, should be held to form a Chinese concept, such as overseas game developers use Chinese enterprises to open up the Chinese market, Chinese enterprises should also hold a group to go out with each other channel." This will make the ecology more balanced. Song Wei added.

For Chinese mobile games to go to sea, some enterprises also find opportunities. I-free Asia Pacific CEO Evgeny Kosalapov said I-free introduced the Chinese game to Russia and introduced Russian games to China, both of which have very unique places. For example, Google's official mall in China no one, but with the local mall. Russia also few people use Google Official mall, they also have their own set of methods, so I-free value is to do two-sided market bridge.