Product structure Adjustment China's gaming industry seeks to accelerate

Last year, China's gaming industry was mixed with worry, HI is the game industry has experienced many years of development, in the overall maintenance of a stable growth rate, and in the overseas market breakthroughs, and gradually become a cultural industry in the field of a strong driving engine; The problem is the homogeneity of the serious, innovative,　　The lack of a masterpiece is like a magic spell to keep the local gaming industry unhappy.　　In the annual China Games Industry Congress, the industry's top talent brings together, will be the Chinese gaming industry to point out what kind of road? The digital gaming industry broke through 30 billion yuan all year in 2010, the gaming industry experienced a slow climb, and the winter of the market, which continued from 2009, has been accompanied by the gaming industry through the first two quarters, until the three quarter began to recover slowly. According to authoritative data, the 2010 gaming industry achieved sales revenue of 32.37 billion yuan a year, compared with 2009 still 26.3% growth, is the "Eleven-Five" early 2006 the entire game industry income of 6.5 billion yuan 5 times times. Gaming industry has become the leading industry of Internet economic development in China.　　At present, China's online game enterprises have 12 enterprises in the successful listing at home and abroad, according to the most conservative estimated annual growth of 10%, to "Twelve-Five" at the end of our online game market, the actual sales revenue will undoubtedly break through the 50 billion Yuan mark. In the game export, 2010 China's independent research and development of the online game market real sales revenue reached 19.3 billion yuan, accounting for the network game market sales revenue of 60%.　　National original network game has been in the market for 5 consecutive years to occupy the dominant position. At present, there are 34 Chinese online game Enterprises independently developed 82 online games into the overseas market, to achieve sales revenue of 230 million U.S. dollars.　　than the "XV" period only 6 companies independently developed 7 games compared to achieve a huge leap.　　The policy of overseas original export focus encouraged the Deputy Director of National Press and publication, Sun Shoushan, said in the General Assembly that online games will be the press and publication department, one of the key areas of support for this year's relevant policy formulation, support will continue to spare no effort. Sun Shoushan said that the promulgation of the publication Network game approval management rules and other regulatory documents are urgent. Press and publication administration will be on the domestic network games, import online game approval rules and workflow to refine, standardize, the current network game industry in the development of some new conditions, such as new data, new version, small games, joint operations, off-site operations, conversion operations, and so on, must make clear provisions to achieve practical,　　Operable. In addition, the Press and publication administration is working with the Public Security department and other ministries to further improve the implementation of the network game anti-addiction system, the Community games, mobile games and other new forms of network game into the coverage.　　And will be in this year to promote the National civil identification number and the identity of the user identification work, in order to more effectively curb the problem of minors addicted to the game. In support of national network games, will be through the continuous implementation of the Chinese national NetworkContact Game Engineering and other means to support 50 domestic animation game key items, continue to increase the national network game publishing enterprises to support the efforts to promote business models, service levels and management tools. This year, the press and publication administration will launch the Chinese original National Network game Overseas Promotion program.　　Choose Excellent National original network game with Chinese culture connotation to participate in international competition, meanwhile, the press and publication administration will strengthen the cooperation between the two sides of the game publishing company through the hosting of the Summit Forum of the Cross-strait games industry, integrate all the resources and exert the army's advantage to develop the international market together. The crux of homogenization, player diversion caused growth slowed 2010 China's game industry's overall growth rate of only 26%, which is not only the peak period of nearly 70%, but also with the early last year, many industry forecast more than 30% of the increase some distance.　　So, what are the factors that led to the slowdown in China's gaming industry, industry experts gave their own judgment. Homogeneity is serious, innovation is insufficient, although it seems to have become cliché, but still objectively reflect the current situation of Chinese game industry. In the giant network President Liu Wei View, in recent years, almost the market has rarely been published, on the one hand, because of the lack of innovation, on the other hand, the major enterprises concentrated strength, spend a long time research and development brought about by a delay effect. For example, our "Journey 2" could have been launched in 2009, but we continue to improve, upgrade, is to maximize the quality, so that the game is not out, a must become a boutique.　　"said Liu Wei. At the same time, in the Rice net CEO Wang Haibing, Innovation is not only reflected in the traditional theme of breakthroughs, but also should pay attention to the development of subdivision areas. The success of the rice net is based on the attention and development of the children's virtual gaming community. So far, the rice net is firmly seated in the field of the boss, but also embodies the innovative thinking of the field of subdivision. "We are too little attention to alternative universal gamers, we are all concerned about the mainstream, only the rice net attention to children, why no one pay attention to housewives, why not pay attention to the elderly, the elderly leisure time is too short, this Part I think now thinking less."　　Wanghai said. In addition, more rich forms of entertainment, but also diverted the player's loyalty to the game. In perfect space-time President Zhouqi, now Online entertainment more and more rich. "5 years ago in the Internet, in addition to looking at Sina, can only play games." Now the Internet in the building to watch movies, reading novels and other ways to divert the game time.　　"Blue Harbor Online CEO Wang Feng also agreed with this view," more alternatives, everyone's entertainment content diversification, this is an inevitable result. And Shanda Game President Ling does not think the game industry slowdown is a bad thing, which can promote rational thinking and exploration.　　In his view, the product is the same, will inevitably lead to the industry in a time period bottlenecks, the poor performance of the market can allow enterprises to think to do some meaningful innovation, but also promote the development of the entire industry changes. Sohu Tour Vice President Huang, the image of the game productionIndustry is like iron, to a certain extent, the blacksmith will be burned red pieces in cold water quenching, after countless times after the beat of a piece of iron will become steel. "So the slowdown is a more mature industry symbol, the most important thing in this industry is to solve the problem of homogeneity and quality deficiencies." 2010 is too short of a masterpiece, probably because everyone is ready to play, and now can see a lot of games that are worth looking forward to, I think this is the return of 2010. "The way out of micro-innovation to promote change and upgrade innovation is not an overnight, compared to revolutionary, subversive changes, the industry is more through a number of small changes in the accumulation of the essence of innovation."　　In this conference, the industry people frequently mention "micro-innovation", let the eyes of a bright. Wang Feng said that the game company said "micro-innovation" seems to be in the hype, but compared to the industry prone to homogenization of the hat pressure on people, in the enterprise is good at the field of a little intention, can skillfully avoid the homogenization of the mire more realistic. In fact, the homogeneity of this is not so serious, for example, in the online games, the developer's inertia from the equipment, the player social relations and other traditional ideas, we think this is the magic weapon to win the game. But a little heart can be found, in fact, can be a single game of excellent creative elements of integration into the online games. This seemingly minor change can bring a different experience to the player. "Ling that any enterprise wants to be a big innovation, but not every enterprise has the conditions, opportunities, strength to complete." Industry leaders can invest heavily in innovative research. But what about small and medium game companies?　　They only start with some small ideas, through micro-innovation, sometimes can achieve unexpected results. In the game snail CEO Sihai, Innovation can also start from the depth of the game, a game to do deep, do through, the same can be recognized by the player. "Big companies can do more in innovation, and small and medium-sized companies can do more, these are worthy of our reference." "In the children's game segmentation market to do deep, do well, do strong is the purpose of the rice net has been, for this reason, Wang Haibing said that the subdivision area is very dependent on innovation." "This year we will be bold in the children's game market innovation, although the risk is great, but we will firmly do so." And Huang more emphasis on the importance of service. "Innovation is also the breakthrough in service innovation, now the products are very rich, can be a fist in the market to fight, but who can stick to the end, the final competition or service." ”