Plants vs Zombies 2 in China circle Money: Difficulty Turn 3 times times price double twice times

The 7-hour line rose to the top of Apple's app download list, while the ratings dropped from 5 stars to 2 stars. "Plant vs Zombies 2" in the Chinese market localization of the road is the download volume and scold Sound Qi. The reason for this "good download bad Word-of-mouth" Contrast is the "Plant vs Zombies 2" Chinese version of the game difficulty and the price of the purchase is several times higher than the English version, this differential treatment angered the Chinese players. Whether a game in the overseas market can realize the "localization" of the transformation, access to local consumer recognition, is the key to its success. To this end, the industry believes that a good game to successfully landing overseas, borrowing power of local companies is imperative, which will help the game of "overseas Gold" road to go more smoothly. Three times times more difficult than twice the price is double for the player, July 31 is a day to look forward to, because this day is the game "Plant vs Zombie 2" Official Chinese version of the day. But after the sixth pass, the skiff was stumped. "This game is a casual game, but the difficulty is too big a bit, feeling a few customs is set out to let the players pass." "The skiff in the micro-Borrie said. Be baffled not only a person, well-known game commentator Cai Linghong told Beijing Business newspaper reporter, Chinese version of "Plant vs Zombie 2" is 3 times times the English version of the difficulty, 80% of the players in play to the sixth level must pay to buy props to enter the next pass. The Chinese version of "Plant vs Zombies 2" and the English version of the difference also reflects the purchase price, for example, in the English version, the plant "ice shooter" price of 18 yuan, and in the Chinese version, "Ice shooter" but need to use "diamond" exchange, worth 400 diamonds. This is equivalent to spending 40 yuan. In addition, in the English version of the free plant "double shooter", in the Chinese version of the need to spend about 10 yuan to buy. Cai Linghong revealed that the game of all the price added up, the Chinese version is the English version of the one-fold. "It's more difficult to set up a pay point." "When Xiao Yongquan, CEO of the Music network, said. Such "double standards" infuriate Chinese players. The Chinese version of "Plant vs. Zombies 2" landed in China just 7 hours and jumped to the Apple Store for free application, but as popularity soared, the game's rating dropped from 5 stars to 2 stars. In the "Plant War Zombie 2" release will be the scene, the Treasure Open game Greater China General manager Kun once said: "Our love and care for players will be reflected in the game." We add new content and create new ways for players to experience the plants and zombies they know and love. "The player is obviously not very receptive to the" love and care "approach of the game. To this Xiao Yongquan said, the treasure opens the game the practice to be understandable, but did not grasp the good scale and the heat, "many Chinese players play" The Plant vs Zombies 1 "When did not spend money, suddenly the game makes the difficulty to adjust so high, unavoidably will cause the Chinese player's dissatisfaction. It is the consensus of the industry to "guide" and not "dig" the Chinese players to pay for the game. Industry analysis, "Plants vs Zombies1 is a one-time purchase pay model, which allows many players to escape from the free access to the game, so although the "Plant vs Zombies 1" has swept the country, but did not get too much of the proceeds, so the game in the "Plant vs Zombies 2" in the Chinese when the use of free download plus the model of the purchase fee. The game has been for "Fruit Ninja", "Temple Escape" and other well-known games have done localization, in its co-founder Gao Linton, foreign games in China when the localization of the time should be more to guide consumption, "such as we in the" Temple escape "this game to do localization, The domestic and foreign version of the game is the same, all depend on the player to buy Resurrection ' skill to earn income, the difference is that the foreign version of the game can only be raised by buying gems, and in China many players at the beginning did not understand how the resurrection is going on, and do not know how many gems to buy to achieve the resurrection, so we provide a rapid resurrection method-players can pay two dollars directly to the resurrection, Equal to these two dollars is to guide the player to understand what is the resurrection, then can be assured to buy gems, we do not add extra points in the game, such as players run to 1000 meters to pay to continue to run. Gao Linton, for example. In his view, it is not difficult for the game to gather a large sum of income quickly, but how to extend the life cycle of the game is the most important, so the fun game in the localization of foreign games more focused on improving the brand value and market position, the two are done, the game can be a long period of continuous profit. The localization of Angry Birds has always been a delight to people. When Le Net was the first company to introduce "Angry Birds" into China, Xiao Yongquan introduced the Chinese version of "Angry Birds" to give up the download fee model, and to use the free download, the game embedded advertising profit model. "Foreign games rely on downloading fees to earn a fortune, but this is basically unrealistic in China." Xiao Yongquan said, according to the experience of the network, the game in the localization or domestic games in the setting of the pay point, do not give users a "hard threshold", so that users can spend money to play better, but do not allow users to play without spending. Overseas gold needs alongside the "bully." In recent years, with the popularity of smartphones and application stores, global users can play the same game with the same devices, for game developers, each game has a chance to face the global market. On the one hand, foreign game developers are staring at China, a large market with a market size of 60 billion yuan; On the other hand, more and more Chinese game practitioners are eyeing the world. Data show that 2012 China's total of 40 online gaming Enterprises 177 independent research and development games exported overseas. Among them, the number of Web games exported overseas reached 103, an increase of 78.9%. Mobile games have also achieved good results in terms of exports, with real sales rising 33.3% from last year. "Plants vs Zombies 2" Chinese version of "acclimatized", more or less for foreign games into and domestic games to go out to provide some referencePredefined。 "Foreign game development companies if not fully understand the Chinese market, it is best to find a Chinese partner, domestic companies have large data accumulation, the user's understanding is also relatively deep, can provide data and opinions." Historically, no foreign game developer has been able to manage the game very well without working with Chinese companies because the foreign business environment is very different from China's. "High-Linton believes that the local players mentality, pay habits are different, and local companies to promote the game can better avoid the" Plant vs Zombies 2 "This" acclimatized "phenomenon, which for domestic games to foreign distribution also apply. In this respect, the Global Mobile Game alliance Secretary General Song Wei, said that the foreign game to find local agents to do localization and promotion, then they can concentrate on products, in the long run, the division of the game industry will be more and more subdivided, so that more can be used to do their job. "With 9 words summary is to learn advanced, alongside the big guy, go the right way, the game overseas gold rush to respect the local game rules, at the same time can find each field has rich resources and experience partners to help the game landing." "Song Wei suggested. Beijing Business Newspaper reporter Shao