Rice Net: Let children play the game will not see the light to die

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From the rice screen selling twisted-egg products, cartoon books of the popularity of the degree can be seen, the charm of online games and commercial value is not limited to the display, mouse, keyboard surrounded by the virtual world. In Shenzhen Happy Valley, the original virtual Moore Manor deduction for the reality, the rice net profit horizons become more open.

By virtue of the online game for children, "Moore Manor", Rice in 3 years, the development of tens of millions of users, if the expansion of the online line, will probably become another game giant. But from the "Penguin" came out of the Wang Haibing selection is the edge of product and content development, his goal is very clear Disney.

Can play "cartoon"

The content is updated every weekend, the game uses the dynamic plot

Initially, the target audience for the rice wash was 3-8-year-old children, who intended to be a child education network community. By the end of the product half of the time, Wang Haibing hesitated. He learned that the American children's website "Penguin Club" after the popularity of the decision to temporarily avoid the 8-year-old group, take a "already successful" road. The target user was then targeted at the 8-14-Year-old child's "Moore Manor" online.

Moore Manor uses fairy tales as a game background, but its most appealing to children is that its content is updated every weekend and the game uses dynamic plots. This is the same as an adult who saw an episode of Prison Break every week. Because the game became very "dynamic", "Moore Manor" became a "can play cartoon."

Rice Company survey found that the Moore Manor players in the majority of girls, boys and girls like to play different things. So, Rice thought to perfect the product line.

From last year, Purcell, big play country, small 花仙, Hatch small town, Kung Fu faction and so on several games for different players group on line. However, these rich "cartoons" are not 24-hour Lianbo, in order to control the children's online time, the server will be closed from the early morning to six points.

The term "minors online" is a word that rice is always unable to avoid, and the rice is clear who is the person who pays for the child. In order to reassure parents, Wanghai set up a system of parental supervision. Through the application, can be the child's game account with the parents of the account binding together, parents have the right to check the number of children login games and recharge consumption records. If parents feel that their children's online behavior is beyond control, then you can apply to freeze the game account.

Online sale of VIP online licensing

At present, 90% of the income from the online VIP user 10 Yuan monthly fee

In early 2010, Rice was declared profitable. Their 90% revenue comes from online v IP subscribers with a monthly subscription fee of 10 yuan.

If the profit model is defined as the main direction of rice, then they will eventually suffer from the saturation of the number of users encounter the "ceiling" can not be broken.

Because of the specificity of the user base, Wang Haibing did not expect the small players to pay more money to play the game, but he will find ways to let parents and children pay for the offline products of rice.

Rice rice thought of is Disney: through authorization, the popular cartoon image and story into cash, and can be copied to many products. Rice already has the gene to take this profit model, because in 200 million primary and secondary school crowd, already had 50 million people to play the rice rice the game.

At present, the rice rice under the offline book has been with the Beijing childlike Press, Jiangsu Art Publishing house cooperation, toys with all generations of Japan, Guangdong Austrian flying anime cooperation; These offline cooperation mainly refers to the brand authorization, the rice NET is not responsible for any product production and sale.

In the development vision of the rice net, the proportion of offline revenue exceeds 50% in 5 years.

Extension: Theme park + stage play

Moving the story of the rice-washing cartoon characters into reality.

In Chinese children's impression, and Disney three words closely linked to the Disneyland is probably.

So, Rice also began to make paradise. At the beginning of this year, Moore Manor's reality version in Shenzhen Happy Valley debut.

As in the virtual Moore Manor, "small Moore" can be in the real version of the task card, to do "SMC vocational training" and "work to earn the mole Beans": Completed SM C Vocational training, obtain the "heroic Knight Certificate"; by playing the Magic Castle area "Spray Jump" and other projects to earn the mole beans, Set up a certain number of Moore beans to get free tickets for Happy Valley and Moore Manor to send out the game props such as online virtual gifts.

In addition, the rice network through the user's online search behavior observation, found that small users in the search "Moore Manor" at the same time, still searching for anime information. This gives Wanghai another inspiration: The story of the rice-washing cartoon characters is also moved to reality. Soon, based on "Moore Manor" and "Purcell" set the stage play, will be "11" during the Beijing, Shanghai premiere.

Reporter Eye

"The Childhood"

Moore Manor on line 2 weeks after the online number reached 1000 people, "Wang Haibing" The choice of celebration is: run out to buy ice cream.

From the commercial model of rice, it is really want to make the Chinese version of the "Disney", but the Wanghai office of the small Blackboard is written on the three Chinese enterprises name: Mengniu, Yili, Bright. According to the gossip, it is not known that the rice Rice wants to exceed the sales of the three companies, and the fact is that 50 million children have already chosen rice!

Business ID

Entrepreneur: Wanghai

Start-up Time: 2007

Venture capital: 10 million

Entrepreneurial opportunity: The creation of Q-Q pet has been exposed to millions of child users, children's Internet market is still "blue sea"

Business features: The largest child SN s community "let parents rest assured that children play games", Offline extension products rich