Roundtable Forum: Mobile Game Bloom and change

Roundtable Forum: Mobile Game Bloom and change

News and information from December 20, 2012 to 21st, the 2012 mobile Games Conference was held in Chengdu, Sichuan Investment International Hotel. With the theme of "taking stock 2012 • Outlook 2013 Bloom and Prosperity", this conference focuses on the strategic layout of mobile games with a focus on mobile game bloom and change. Millet mobile phone co-founder of the Peak published "Intelligent terminal development drives the rise of mobile games" keynote speech.

This forum by 800 bird creators Lin Qing Hong, 91 Wireless CEO Hu Zemin, when the Music network CEO Xiao Yongquan, Dena China China District Prime Minister Wang Yong, Guangzhou Valley CEO Xu Yuan together.

The following is a transcript of the round-table forum:

Moderator: Next will be the forum link, please welcome our forum host 800 birds to create person Lin Qing Hong, 91 Wireless CEO Hu Zemin, when the music net CEO Xiao Yongquan, Dena China China District Prime Minister Wang Yong, Guangzhou Valley CEO Xu Yuan.

Lin Qing Hong: Thank you very much for coming here today, I'm probably breaking records, I was at home for the first time in the main forum, so I just spoke to the speakers, because I was in the United States to host a hand tour forum, which has five different nationalities guests, they asked me to say, if I do not supply their beer, They refused to give a speech, so I was afraid this time, and I quickly communicated with my guest speaker, I said that the domestic is not more serious, can not drink on the stage, they say no, we feel that there is a good drink, so thank Song Wei temporarily set up for us, we first hair wine, thank you, but also thank song Total. We've got Song Wei in particular. We have to encourage all of you to participate, wait a moment when we talk, if you have any questions don't forget to raise your hand, you raise your hand to ask, you ask a good question, we give you beer, as a reward. I'm back in Silicon Valley myself, I was originally for an Italian company to do BD, this is an Italian company, is in hand to help the app Store, I am now my own business, I am now the company called 800 Birds, is dedicated to support the hand tour of the company, hoping to help domestic companies to the United States to hit the market, Or the company over there to do it domestically, it's just beginning now, if you're interested, you can @ my microblog, this is my own part, we are honored to have four guests here today, we let each one introduce themselves briefly, start discussion, encourage people to ask questions, How many of you here are doing the game itself, please raise your hand. Are the others related to the game? What about the rest of you friends? Is it to come to the news? Anyway, as enthusiastically as I can speak, I have communicated with all the bosses and they are willing to have this opportunity to interact. Starting from here, Hu Zemin is the CEO of 91.

Hu Zemin: I'm a Hu Zemin of 91 Wireless, we 91 here are mainly two major production, one is 91 assistants and Android Market, of course, we have other like panda reading, as well as the desktop, we should currently be the world's largest independent third party download platform, the cumulative download is more than 10 billion, Every day should be 30 million to 40 million downloads, now we are in the direction of efforts to create an ecological, I think I put this part of the following to share with you.

Wang Yong: Hello, my name is Wang Yong, from Dena China, our main business is to run a gaming platform in Japan, the platform has been expanding around the world in the last two years, we also have a dedicated team in North America and China for the development and operation of games, we have about 200 colleagues in China, Mainly to do the platform in China and Taiwan, Hong Kong and Macao region operations, in addition we are doing overseas games into China's agent distribution, as well as the Chinese game to overseas distribution, so also very happy to have the opportunity to communicate with you, thank you!

Xiao Yongquan: Good morning, I am the Xiao Yongquan of music, we are founded in 04 has been to do mobile phone game download platform, a community, from the end of 09 we turn to an Android as the main game center, our products called when the Music Game Center, from the fourth quarter of last year, we are very optimistic about Android online, So we first worked with Xu Yuan, the introduction of the net effect is very good, when the music launched to the product effect is also very good, in addition to our music also in Chengdu from 2010 onwards, is also the high-tech zone in Chengdu, a large number of support, from the first year 10 team to this year has more than 50 people's team, So the whole development down very well, whether from the efficiency of the people, or to say from the environment of life is particularly good, so here today is not just Chengdu local enterprises, there are Beijing, Shanghai, Guangzhou, the Friends of these places, I just do an advertisement, I think it is really a very good game base, very suitable for the game development place.

Lin Qing Hong: Chengdu of course good, beautiful so many, the cock silk of course come over.

Xu Yuan: Hello my name is Xu Yuan, Guangzhou Valley Company, our company is a new company, the time is not long, more than a year, our company's representative game products are in the Androping platform of an emerging product, the current in the Android platforms on the results can be counted, because the company is relatively young, no history can introduce, so, What specific we later exchange, thank you!

Lin Qing Hong: I have been to the country many times, 11 months, I this is the fifth time to come, I talk to a lot of friends in the gaming world, like small, medium independent developers, one of our problems is to see in the country and abroad very different, foreign game festival has a lot of big faucet, so I would like to say now in iOS, Android this, The game is a bit Shijiang, of course, because the threshold of development is relatively low, but because of the impact of U.S. stocks, Facebook and so on, we all know that the stock is not very good, so we feel a little depressed, I would like to ask four CEOs from the development of the 2012 perspective, What is the biggest challenge for each of them? Then mainly to see from this, to analyze that they are in their perspective, their status, how to help small and medium-sized game developers, how to develop a whole ecological environment, we all have the space to win, so we are starting from this topic today. Because they represent four of four ecological environments, like Xu Yuan, although he started last year, the game is very successful, like Shaw always they do Android, they also do the App Store platform, I think also done very successful, they have a lot of their success factors, such as Wang Yong in Japan also has a great impact, Hu is one of the largest app Store in the country, and I want you to talk about the biggest challenge your own company faces in 2012, in other words, you don't think you'll make that mistake again in the next year.

Hu Zemin: I think you have a bigger problem, because I often say, this year should be the best year, or perhaps the worst of the year, and the worst year may be the whole big environment, whether it is the global financial environment, or the whole capital market is really bad, shrinking very badly, The best year is when we see the whole mobile Internet, especially in the game, it's an explosive year, and if it's a total income ratio, it's 10 times times bigger than it was last year. I have always felt that, in fact, at the beginning of this year I mentioned in different places that we want to build a mobile internet ecology, if I want to do better, is to make this ecological better. If I remember correctly, I was published in the Great Wall, 100 million to the developer, so far I believe that basically can do it, today divided into a billion to developers, whether through our game, or through our ads Click System, we have been trying to make this ecological more healthy.

Lin Qing Hong: The domestic environment in the past is the most fish, and competition is a life-and-death, we are not the same as foreign, large companies eat small companies, they want to suck in foreign consortia, he does not want to kill you, so in this respect, you share, Do you see whether there is a healthy growth trend in China?

Xiao Yongquan: I think the biggest change in 2012 years should be the rise of Android games, to Xu always as the representative of the first shot, this is actually the biggest change, and rapid transformation, more game developers, starting from Android first product, and then also let more developers to the previous full attention in foreign markets , or focus on the market in the App Store, into the domestic Android market, you know there's one of the biggest things in China, often a product fire, and everyone will think of me quickly replicating a product like this, and what we see is that everyone uses a quick copy of the past, Then quickly on the platform or channel to wash volume, quickly open the mode of service, this model is very mature on the web, even if the web also reflects some of its drawbacks, which in the current mobile phone games also have such a sign of development, this may be a potential problem.

Lin Qing Hong: Is this copy too much?

Xiao Yongquan: A simple copy of a product that says, the second channel to promote the model, the rapid use of the past web Open service mode, the end of the user has not been precipitated, the user did not precipitate to a community relationship, such a user relationship does not precipitate down, just say I constantly through new clothes to expand my number, This is the biggest price I've seen now, and it's a new challenge for all of us.

Lin Qing Hong: Domestic also should pay attention to this aspect, like in the United States or Europe very much attention to one thing, is your relationship with the player, to very very much respect them, and with very good, as far as I know when the music network to do very strong, so like Xu, you are only started last year, I also do not know Xu General background, just talked about before we know Last year, but has he actually been in the gaming world for more than 10 years?

Xu Yuan: The game is 06, mobile game is 06, about the mobile phone game into the industry is in 06.

Lin Qing Hong: In fact, behind the successful people have a lot of experience, I would like to ask you how you will in a year so quickly to play out the game, why you will see such a market, there are many in the game industry mixed for many years, not necessarily to make a successful game, how do you analyze the market, How to decide to go in this direction, put so much energy to go on.

Xu Yuan: Actually this topic is also quite big, I want to say briefly, at that time based on this positioning, why to do the world this game out, why based on Android to develop, I know we develop this game, because the world's games belong to many MRPG games, of course, is the trend of the market is ssNS, Social, think this represents the future of mobile games, I heard the most words is this, you do a lot of games is no future, is this view. Our views may be the same as the prevailing view of the industry is the opposite, we believe that every market, the type of game, the game has its own market, we think MRPG such a game, no matter how development, in the future market will have an important market share in the inside, That's one of the main reasons why we're doing this MRPG game, and then what is positioning Android? I think we're positioning for Android, it's September 10, we're positioned to develop Android, Android is also because of this big environment, Google launched a free source application promotion, vigorously develop the mall, based on this premise, we think this market will come, the truth is very simple, A closed system and an open system, bringing the market result is certainly different, although we can not see how this market, based on your judgment on the future, you judge, certainly live, we judged that at the end of 11, the market will rise, and our product positioning is also in the end of 11 out.

Lin Qing Hong: What you value is that Google has developed this market.

Xu Yuan: The second is the trend of the MRPG, we think that the domestic terminal market will rise in 11 years, how the speed will be, we have no bottom. We think that the market will get up and enter the 12 we think it is a very optimistic market.

Lin Qing Hong: That's because your team has a lot of experience playing games, probably because of this.

Xiao Yongquan: Our team, because in some industries may also be more clear, but also more recognized that the money to vote for you, success seems to have some protection, maybe they are also gambling ah.

Lin Qing Hong: I think there is such a trend in the country, the team has experience, sometimes game has not come out, you can get financing.

Xiao Yongquan: We take the price is very high, specific how much money will not say, then they are very worried, I said since signed, I said you will not regret, now they have turned over eight times times.

Lin Qing Hong: That is you regret it, there was no more.

Xiao Yongquan: In more than a year's time, the value has turned over eight times times, at the end of the year we did the first game out, based on Shaw's total support, we were doing a good job in the market, and Shaw combined with some of the other large portal site cooperation, according to our statistics some information, we are in Android the first million revenue, The world is also the first product to be thousands of dollars. I think there are a lot of people in March this year wondering whether Andrew could make a profit, in fact, we are relatively low-key, we do not want to put the news out of the, we have actually tasted the sweetness, we want to keep a low profile, the results until May, Shaw always released this message, the buyer's game released. The low-key.

Lin Qing Hong: What do you do next? Because this market is now very crowded, in the country everyone said the whole so big, we only want to go to China, I just take 1% of the share, the bill is not finished, but everyone wants to take this 1% share, in the domestic is the same, this Android market is very big, you see all the numbers, high, But how much is the real money? Wait a minute, everybody talk about, how to increase a lot from the handset machine, but this share is also increasing? From your point of view?

Xu Yuan: I think you have a very good question. But I have an idea is that a market really want to get up, it must first row into the city, that is, we put the resources are here, whether it is money or manpower or other, this resource is put in, called into the city, so as to make business bigger. But once you're in town, the first thing you can't avoid is competition, even very fierce competition, I think a competitive market is not bad, first of all prove that the market is a market, its market share is done big, of course, how to get this point, or a number of points, to point to the problem, I think the answer to this question is more complicated, because each of your business strategy, positioning and implementation may not be the same, if these three if you are very good, you may get a good result, almost my point of view.

Lin Qing Hong: Please Wang General, Hu, Shaw always talk about See, you these few, like Wang always do is to bring good game in, bring the good game here to Japan, Korea's market, you to these independent developers, you choose to say which game team I want to invest, or I want to have a special depth of cooperation with him, What advice would you give to these teams? From what angle do you choose, say this game is good, I want to prop him up, because I know that Shaw's total music has been to foster loans to small and medium-sized games, Wang always with Hu they are also doing this kind of behavior, no is very much want to foster a lot of small and medium-sized companies out, your choice, your trend and your strategy is what kind of? What is a special view?

Wang Yong: Because we are in Japan, the United States, Korea, and recently in Taiwan.

Lin Qing Hong: Dena is also very large in the United States.

Wang Yong: a big advantage for platform operators is data mining, which means you can see which games are making a lot of money when you haven't seen which game has made a lot of cash.

Lin Qing Hong: you will see his trend?

Wang Yong: Yes, you will see its trend, so when I answer your question, I think our most fundamental choice is the analysis of the user in the local market, and then based on this analysis, we will think of which type of game, such as the style of the game, the painting of the game, and ultimately the strength of the team, It is not suitable for it to go overseas development, the past year we have a learning process in the Chinese market, compared to last year, we choose overseas games to China, we are more confident or more accurate.

Lin Qing Hong: You say do digital analysis, you all the game so much, thousands of species in the country, do not know how much out every day, you several in the look, especially Shao, Wang, Hu, you in the election, like Hu, when you choose, you think what is the greatest potential? Did you decide to cooperate with him in depth, or did they come by themselves and knock at your door and say our numbers are so good?

Hu Zemin: In fact, we are the same as the king, they are always the same, we have a distribution platform, the distribution platform according to the performance of the game, such as its retention rate, its up value ah, its OTB ah, six months after its recharge, we judge whether the game is worth us to continue to give more resources, Because the way we're doing this is in this 37 split, developers you get 7, I take 3, if the push of this product does not make money, I am more than his loss, because my resources have a price, if I give a very lucrative game, maybe I make more money, if I give a money-free game, maybe I lose with him, Even worse, this is from the perspective of a platform to look at a product. I was just thinking, Wang Sum Shaw always talked about a platform angle, the other is from the perspective of developers to explore this issue, there are so many products, how can I win, in fact, this truth with a lot of men chasing girls is the same truth, the beauty is there, you so many cock silk want her, why is you? Perhaps this question you must think clearly, you by what obtains this beautiful woman's heart, actually you regards the customer as a beautiful woman, or is you want to bubble the future wife's idea to look, actually the truth is the same.

Lin Qing Hong: beauty and cock Silk, this is the relationship between Gaofu and white-rich beauty. Where's Shaw?

Xiao Yongquan: I would like to say, in fact, to do products, there are several ideas, I now do a feeling system more than two functions, and then the picture better, which may be 60–70%, or even a higher proportion of developers are easy to do one thing. The second is to see what kind of products the platform needs, the second is the platform needs what kind of products, the platform sometimes know what kind of products he needs, this is fortunate, some platforms may not know what kind of products he needs, for example, in the past year, we are in line with Xu Yuan judgment, So this is the product of Android, I think the fact also proves that this year, some products of success, but you ask me next year, first of all, we look at the 3D game, a few market segments of the game, such as we recently pushed a pet game called the Monster Alliance, very good, But we later counted that his user base was less than 10% coincident with the world's user base, we guessed that such a user group is still good, for example, recently there is a game called the Big Masters, I know the 91 side is good, this game in Japan is a very hot card mode, Frankly we do not understand ourselves, we do not know that this model in China will not fire, this is what I want to say the third, is the developer to think of a subdivision of the user community, he needs at a certain point in time what kind of production batch, is really positioning a target user group, such as we recently saw a game, It's a music and dance game for junior high school students. For us, we are willing to give him more support, lend him some money, give him some more divided into proportion, this is when the music as a professional gaming platform, may be compared to some internet companies over the flow of relatively large companies, do to give in-depth , more detailed.

Lin Qing Hong: So when you nurture some other game companies, you see the potential, you will give him a variety of value added services, in addition to giving him the money, this bonus 91 also have this nature of support, is not it?

Wang Yong: We sometimes share some data with our partners.

Lin Qing Hong: Now the domestic game companies, do you think they are the data analysis is not very focused? We Chinese people attach great importance to these data, do you do well at home? You have a very, very, very, very, very, very good data.

Xu Yuan: I don't know about other companies? I guess, too, because of the game, you do the user's words, you do the operation, the data is the most basic things, like me every day is 12 of the night to see the data of the day, 24 hours of data, I will look carefully, I will look at the morning data every morning, you 0 o'clock in the morning to 9 points, I look at the 3 o'clock in the afternoon 9 to the night and then at 12 in the night I look at the data, I see more rough daily, I will see more monthly data, each month's data, the daily data is very simple, user retention, up value and so on, in a word, I think the game, or do the platform, Analysis of the user's data this is the most basic lesson.

Lin Qing Hong: Do you provide these on the platform?

Xu Yuan: No, I mean, whether it's a game or a platform, the analysis of user data is the most basic lesson, in fact I mean my angle, but we have an operations team dedicated to data analysis.

Lin Qing Hong: There is another thing, that is, the focus on the user community, how to nurture, I think 91 of this is also very focused on the user you are also special care for them? Especially the big players, you have to take special care of him, but it does not mean that other players are not important, because other players are to help you bring the success of the game to mention, this aspect I think the domestic 91 is not also pay attention to this? I think Dena has a lot of examples of this, and I know that when playing is particularly focused on this.

Wang Yong: We have a platform at Headquarters, there is a very powerful data model, statistical model of the Analysis team, on these data, user behavior, not only in each game, each of the game's CP we will see, we will watch the game trend, in China we are building such a team. For example, in the world to play a good user, in fact, there will be a great possibility of playing another game, also play very well, for these people we will have targeted the promotion mechanism within the platform, or the induction mechanism, can help new games to get more valuable to some users, this thing we have been doing.

Lin Qing Hong: So we look at the trend of the 2013, I personally have observed, I believe that many individuals here have also observed, now on the mobile phone game speaking, I personally think is like a paper clip, come and go, we all want to online games, become a net game, in turn, the trend of many games has become Morgs , as for doing the market, a lot of games in the domestic market, and now they want to, because the domestic is very not easy to play, the market is very messy, the platform is quite complex, so they design the game is playing foreign markets, but the lack of such things, do not know how to hit the market abroad, the same foreign people think of domestic to rob this 1% Share, this is like a paper clip, such a trend and form, hand swim and morgs, are such a trend. Just now Hu, Shao talked about, like micro-letter recently up to become a very big social, I am not to advertising micro-letters, but looking at the trend of 2013 years, you to these independent developers, how would you suggest? Superfine is no relation, plagiarism we do not have a relationship, we also go to see what people's ideas are, we how to do the same things better, so you see from this trend, you give these independent developers, you will give him what kind of advice, from the trend of this market should do.

Hu Zemin: I think this part of the game, just talking about cross-platform, I think it also has a cross media trend, which is that it may be from the previous TV series, or like the previous martial arts fiction, or that we mopg the popular brand, it will extend to the mobile phone, there is another, Even the idea of cross-platform means the game of beer that you just designed, for everyone to drink beer, then who answered the question, who awarded him a bottle of beer, is also a game of one, so the game of a kind, we call socialization, I think is the future popularization of a direction, I also believe that micro-letter into the game inside, I think it will only make the whole industry bigger and more active.

Lin Qing Hong: more social?

Hu Zemin: Yes, this morning I talked with the Korean total, I always think in the game group inside, from the early X, PS2 to the back of the end of the tour, the tour, the current hand tour, did not say which one put out which one, to the end is the coexistence of the relationship. Slowly it will continue to mingle with each other in this area, so it's going to be a lot of it, and it's not even about the traditional life, or the blending of other apps, it's going to be a lot of different new ideas and new ideas, and I'm hoping as a game developer, You have to think of a problem, I was flying over the time to read a book, I think it's interesting, it gives me a only point, in fact, not many, first to do the game of people, you need to have a game of mind to think about the problem.

Lin Qing Hong: The game is in the life inside every point, I remember just YY's friend in the talk, said even the music is, put a common is very ordinary formulated things, add the game element, this is also an opportunity, this is a let everyone have a chance of creativity.

Wang Yong: One is next year, this year, such as forgetting the fairy and so on the game to achieve great success, next year there are a lot of games, the first quarter of next year there are many companies will introduce more heavy products, this product will be more and more, this is not a very good thing for this small business, because this large company has resources, There is also a marketing budget for everyone to compete for the source of their customers, their advantages will be very large. In the second half of 2012 years we feel, your second question I also thought of, the small developer's living environment actually is much worse than before, because the channel cost is also improving, the advertisement fee certainly than last year has turned over several times, 10 times times above estimates have, these are not a very good phenomenon. But there's another point that you can share, and I think that if you want to be successful, you're going to have to go a little bit ahead of the big ones. So in the smartphone world, I think there is a very good place, in fact, the world is a more open and transparent market, you can in some other markets, such as the Japanese market, the U.S. market to see some good elements, you bring to China, you can be successful. I would like to cite an example, for example, there is a more popular game in the last six months called reversing the three countries, it is a very small team, because this team is Dena nurtured up, is a very small talk about, the cottage a very hot game, the same in China to achieve very great success, I am not saying this is 100% of the cottage, In fact, made a lot of changes, for small companies you look at the outside world is also very important, for example, even if the Dena, we have done so many games overseas, to China which game is suitable for me also spent more than a year of testing, which do not know how much tuition fees, so for small companies, You use your senses to find a point, using this point with your current, for example, Capet is made in Japan, and when you combine it with MMO and SAOG, it becomes a combination of a new game, something like that, a small company that tries more. Another point brave to go out, I think China is the world's most competitive environment of the country, many companies do not speak the principle, so small companies to live well, you can put a further perspective, as soon as possible to look at the foreign market, at least the App Store and Google Play, You can find a better platform to operate abroad, such as Hu Zemin play phone platform, you do not want to start to achieve success.

Lin Qing Hong: You see foreign markets are also very domestic study, there are a lot of companies, like Dena, as far as I know play phone and so on, you do not say is a foreign proposal, I know that Silicon Valley has a very successful company, they are a dime financing all do not take, then the company now has more than 170 people, It's a very successful game, they say we often watch games in China, we look, then we study every game, why it does not succeed, its shortcomings, we just do what they do not succeed, so he is still learning those patterns, he saw which game seems to be good, He studied why it did not succeed, and then they made better patterns, so I think this is also a paper clip trend, domestic also to look abroad, with good partners to do, learn to do in the U.S. market, the European market to do success, your game to do what kind of adjustment and conversion, Shaw total your opinion how?