Second quarter mobile game market 940 million mobile phone games growth decline

2009Q1-2011Q2 China Mobile game users scale 2009Q4-2011Q2 Chinese mobile games users scale Sina science and technology news July 19 morning, according to the Yi-chi think-tank, "2011 the 2nd quarter of China's mobile game market monitoring," data show that the number of mobile game users in China has steadily increased, As of 2011 the 2nd quarter broke through 150 million, the market size reached 940 million.　　In the 2nd quarter of 2011, the number of Chinese mobile phone network game users 24.17 million, the chain growth of only 3.64%. Analysys International analysis that, compared to the overall user size of mobile Internet, can see mobile games still maintain a very high penetration rate, but the current stage with the mobile Internet entertainment application of rich, users in the choice of mobile entertainment has a significant diversion phenomenon, so the growth of two consecutive quarters trend stability.　　From the future trend, as the price of intelligent terminals lower, a large number of high-quality, low threshold, casual game products appear, the size of Chinese mobile gaming users still have a larger growth space. From the mobile game market Size, the 2nd quarter of 2011, mobile gaming Market size 940 million, the chain growth of 3.95%. Different from the steady growth in the number of mobile gaming users, China's mobile gaming market has long been affected by the policy of telecom operators, volatile fluctuations, but in the huge user size, good customer willingness to pay and the support of the capital side, China's mobile gaming market scale in the 1th quarter of 2011, after the rebound in the quarter, a new record, Reached 940 million.　　Analysys International analysis that, with the mobile phone game market gradually out of the underestimate, coupled with the mobile phone games many high-quality new products in the next quarter, is expected to continue to rise in the next quarter of China's mobile gaming market. According to Analysys International analysis, since the 3rd quarter of 2010, the growth rate of mobile phone network game users has been declining, this quarter, although the user size breakthrough 24 million, but the growth rate of only 3.64%, there is a clear growth weakness, there are three main factors: 1 smart phone prices did not fall significantly,　　Coupled with the flow of tariffs, network speed and stability has not fundamentally changed, the user's mobile phone online experience has not significantly improved, thereby hindering more new users to carry out mobile phone network games.　　2 The current domestic mobile phone network game homogeneity serious, mobile phone games operators generally pursue short-term benefits, their own brand building and new user groups to expand the strength of not enough.　　3 Mobile phone games appear obvious light network trend, differentiated some leisure online users.　　The data also shows that in the 2nd quarter of 2011 China's mobile phone network game market size reached 277 million yuan, the chain growth of 8.42%. The market for mobile gaming has hit new highs this quarter. Although still maintain a relatively rapid growth, but by the user size of the weak growth, growth has a certain degree of decline. As the channel resources tend to monopolize, the threshold is greatly improved, and the development environment is extremely difficult for the backward person. But on the other hand, because of this environment, how to expand the user size of their online gaming products and then realize the scale of the camp will be particularly strong, especially with many internet manufacturers to enter, will bring mobile phone games new ideas and play. From the angle of industrial development, simply relying on high ARPU value is not enough to support the further healthy development of future, the current "open source" space is much larger than "throttling" space.