"Serious game" or "new nuggets" for ten years

Related reports: The hero's late years: the first overall market downturn in the last decade, the concept of serious games introduced into China for a year, most people first heard of the "serious game" concept at the first serious game of Beijing Innovation Summit. But in fact, as a type of game mainly applied to business-to-business business models, it has been proposed in foreign countries for only 2004 years.　　Serious games, though a new type of game, are growing fast in China.　　China's serious game market broad Rui Guang Education Technology Co., Ltd. in charge of Zhang Junjie recently busy for his company's new game products to do the final public test work, this is called "PK English" game is the first serious education class game, is also the only selected national education science "Eleven-Five" planning key results of the game products.　　As the current professional to do education class serious game players, Zhang Junjie for the "PK English" as the representative of the education serious game of the future market full of confidence, in his view of the domestic education serious game market is almost blank, this may be more gaming enterprises open a new development ideas. "In fact, we've been developing a serious education game since 2007," he said. Zhang Junjie told reporters that although the concept of serious games had not really been introduced to China until last year, some gaming companies had started to test water serious games before.　　Zhang Junjie This time 3 years of development of this product is mainly aimed at the current primary and secondary school English education model is too single defect, the game and education combined. The "PK English" will take the lead in the national 150 primary and secondary schools to launch the pilot, due to the "Eleven-Five" Group of support, Zhang Junjie can easily open the school sales channels, in his view, after the pilot, if the "PK English" extended to all the schools in the country, it will form a huge market. "Because this is a very new concept, so in the promotion of early stage we will take a variety of means, such as part of the product will be school purchase, part of our gift, such as buy a gift first, and for the price of products we will take a great discount." Initial plans for the school to launch more than 20,000 sets of our products.　　Zhang Junjie to reporters. Zhang Junjie also through the form of regional agents to the market to promote the product, "has been in the good and several regional agents to discuss cooperation, the future of each regional agent is expected to reach more than 1000 units per week sales volume."　　Zhang Junjie said.　　The potential of the business-to-business model is unlimited at the same time, Hanbing also continues to bring its own serious game to the market, as the first company involved in serious game of Shanghai Ji Long Information Technology Co., Ltd., the general manager of the serious game in the traditional business-to-business market to try. One of the biggest differences between serious games, compared to traditional entertainment games, is that the business model is not the traditional consumer, but the business-to-business model.　　Hanbing explains that the business model is enterprise oriented to individual consumers, while the business-to-business model is the marketing model for enterprises or institutions. "We 2005 from a customer to really know what is serious game, then 2007 we set up the JI Long company full-time development of serious games.　　"Hanbing is acutely aware of the future of serious games in the Chinese market, and he believes that the current market for personal entertainment games is quite mature, but the utility game for large enterprises and institutions is completely blank in China." "Serious games are more about giving businesses or institutions practical operations to help them achieve specific goals, such as the recent development of a public security school to simulate a variety of scenarios, so that students can learn more easily through computer simulation of the relevant skills of serious games."　　"In fact, serious games are virtualization of tasks that are difficult to complete or more energy-intensive, helping trainees complete their training," Hanbing told reporters. Therefore, because this kind of virtual reality can combine the entertainment with the study effectively, undoubtedly has saved the huge capital for the enterprise and the organization. "In the foreign serious game market has been very broad, the type covers military, medical, skills training and other aspects." "Hanbing said," This market potential is very large, France now has 66% of companies rely on this kind of skills training serious game to complete staff training, and the Chinese market is not up.　　Hanbing said.　　It is understood that the current foreign countries have a very mature serious game, a "U.S. Army" serious game is used in the United States government to attract young people to join the army. In Hanbing's view, the biggest advantage of this model is that the customer group is relatively stable, and has a strong ability to pay. "In fact, institutional or corporate customers will be happy to spend if they realize that serious games are going to cost them a lot," he said. "Hanbing said.　　[Page] Serious game development although serious games with its new concept in the Chinese market opened up a new field of game enterprise development, but the new concept and business-to-business business model for the first Test water people repeatedly frustrated. "First of all, the concept of serious games is very vague," he said.　　"Hanbing to reporters," although at home and abroad, many serious games in the field of experts have been defined, but still can not be said clearly. Because the concept of serious games can not be accurately defined, resulting in the promotion of enterprises encountered problems, "often I explain to customers for a long time, but they still do not understand." Hanbing said.　　As a result, many potential customers are not willing to take the risk of trying this completely unfamiliar "cake". Second, serious games are an emerging area, lacking enough success stories. The biggest problem for serious gaming companies at the moment is financing, and although many VCs are interested in Hanbing's serious games, they are not at risk. "A lot of VCs meet the first question about whether this serious game has a successful case abroad," he said.　　"For this reason, Hanbing said," although foreign serious game development is relatively good, but also lack of enough to allow the market to understand the success of the case, so we can hardly get financing. " Zhang Junjie is also deeply touched by this, before "PK English", Zhang Junjie as the first introduction of the concept of serious gamesOne of the people in the industry, developed a serious game called "virtual Life", but due to limited market awareness and lack of financing, had to fail. In fact, "PK English" is currently facing the biggest difficulty is also financing.　　"At the moment we have invested more than 8 million dollars in the development of the game and have been investing continuously," Zhang Junjie said. In addition, the most important business marketing model of serious games business-to-business also brings great difficulty to serious games in the early stage of marketing. Unlike the business-to-business model, which can be put directly into the market through a large number of ads, the strong targeting of the business model makes serious game companies unable to advertise a lot before they have formed a stable product. "Because our main customers are enterprises, institutions, so in the early serious game has not been widely known in the community, open the market still need more efforts."　　"Hanbing said. Education training or become serious game breakthrough the current serious game in China is still in its infancy, the Chinese game Business Congress will also explore the serious game in China's future road.　　In fact, the industry is currently in the serious game of education and training games to take the lead in opening the market to maintain an optimistic attitude.　　Zhang Junjie agrees, in his view, that China has a vast educational consumer market, and that the perfect combination of education and games will set a good image for serious games as a whole. And the industry Serious game analysis report also pointed out that industries should first choose the focus area to make a breakthrough.　　According to the analysis, school education, skills training and cultural tourism are the most important aspects. In Hanbing's view, in particular, the skills training class serious game will be very promising, "our first contact with serious games is to develop a logistics skills training game, and this time we have just launched the police skills training game is also focused on the trainees in different circumstances skills of the exercise, coupled with foreign countries, especially France has been a model,　　The future of this market may be a serious breach of the game. In addition, in the market segment bigger and stronger, will be the future serious game major success model.　　Zhang Junjie said he will focus on doing the "PK English" series of serious game products, the current product has been developed in the second quarter, and has a stand-alone version, the network version of a number of versions.　　And Hanbing also believes that a serious game of a product to bigger and stronger, or in the business-to-business segmentation market will be easier to achieve success. Beijing Zhonghai Creative Animation Game Technology Incubator Co., Ltd. general manager Jiangke said that as the first serious games Creative summit, they will launch the second serious game Summit in August this year. Jiangke said: "Because the current concept of serious games is very broad, we will be the theme of this session in serious games in the category of popular science games, hope that through specific case studies to promote the whole serious game development." "Some analysts believe that because of the strong demand for special education resources and uneven distribution, serious games in China have great market potential, China's traditional education field is facing the mixed educational resources, geographical distribution is uneven, which gives distance education a greatMarket space, and the reform of education system, the progress of educational ideas, but also make the serious game of traditional education gradually in the market recognition.　　The serious game of the traditional education will give priority to the market stage, and the special education serious game needs the manufacturer to educate the market and the government to promote the market. RELATED LINKS 2002, the Wood Rowelson International Scholar Center in Washington, D.C., launched a "serious game plan" (Investigative Games Initiative), designed to encourage the design and development of game-solving policies and management issues. In 2003, the director of the International Game Developers Association (IGDA), Jason Della Rocca, spoke on the theme "Serious" games: the potential impact of games on social and economic issues at the National Joy Conference, and he defined "serious game" as "　　Not entertainment as the main purpose of the game, and listed for training the mayor of the "simulated city", training chairman of the "virtual leadership", training staff "outspoken", training Marines "DOOM" and other classic game works. In the 2004 and 2005 "Serious Game Summits" (investigative Games Summit), most of the participants in the Conference defined serious games as: 1. Interactive technology applications that go well beyond the traditional gaming market, including personnel training, policy discussion, analysis, visualization, simulation, (a) Education and health and medical care; 2. Can solve other problems, such as training soldiers to adapt to foreign culture, let people work in a team spirit, teach children understand scientific principles.