Six months to talk about the game: Capital warmer domestic games to improve the original strength

When the internet on the "Internet game is not drugs," the discussion gradually Mousche, online gaming industry in the first half of this year ushered in its own development of another golden period, the external environment of the financial recovery to invest in the Chinese online games company's funds to upgrade, but also further stimulated the Chinese online games Enterprise original productivity promotion, Make the talent war between enterprises intensified. At the same time, with the increasingly rich online games products, looking for new economic growth point, the development of a new online gaming surrounding industries, thus opening a new "blue sea" market has become a lot of games company's new goal. But on the other hand, this also spawned a part of the online game company's quick success, in order to quickly realize the profitability of new products, vulgar marketing, the whole industry to wipe a layer of shadow. How to see the first half of China's online game market development?　　The new "online game management interim measures" in early June may give an angle. Large peripheral products looking for a new "blue sea" first half, with more and more online games companies and online products into the Chinese market, online gaming market gradually showing a thin state of profits. First-line online gaming enterprises began under the oppression of a sense of crisis, looking for a new "blue sea", and the game surrounding products in a lot of online gaming companies forgotten many years later, restart the return, but, this time back is no longer such as fluffy toys, cartoon posters such as the narrow peripheral products, "big peripheral" concept quietly formed this year.　　One of the more representative of the enterprise is grand and perfect time and space. It is understood that at present Shanda has 40 game products, of which 30 games have started operation. Despite all the time, there has been criticism of the operating standards of Shanda's games, but Chen flyover is clearly not only focused on the game, but his entertainment empire built on a broad front: the acquisition of the music of the Hua-century, set up to do film and television, holding the video, the music and film to provide network distribution channels, cool 6. and the existence of Shanda literature, Shanda games, the former can provide a variety of materials and platform for the popularity of the advantages, but also with the latter, cleverly mixed publicity.　　Of course, all of this can be a grand game of "peripheral products", thus forming a huge peripheral product industry chain. Similar to the perfect time and space, with last year's film "Very Perfect" box office success, this year, the perfect time and space began to transfer the goal and its online products directly docking of "the", on the one hand, launched a new online product "Dream", on the other hand, "Toupai" film and television drama also in the near future.　　The grand and perfect time and space operation, all explained one point: the net swims the company already started the multiplex development, through the big periphery concept, to own product creation more "blue sea". The first half of the new beginnings of talent war, the domestic game industry job-hopping event has more than 10, Jinshan company management personnel's drastic change, Jinshan Fire Workshop dissolved, the main research and development personnel scattered other company, as well as NetEase "Dahua West Tour 2" the creative team resignation and so on, the game executive frequently leaves or the project team to switch to become eachThe challenges that home gaming companies face at all times.　　To this end, many domestic online gaming enterprises began to introduce some foreign well-known game developers as a "Chinese team" foreign aid, which is the most interesting is the introduction of the blizzard main planning, to build its long difficult to produce the online game products "World". In fact, the domestic game industry talent war, is not simply the flow of talent, its deep sense of the Chinese network game enterprises on the importance of talent and the value of the original ability, and they began to upgrade the talent as an original online research and development capabilities, and strive to abandon the single relying on foreign excellent game as the main pillar of the old mode.　　Although there are several allegedly, China's original online games in quantity and market share as early as four years ago has occupied the domestic market for half of the game, but "10 of the original first-line games against a foreign game income" situation, or let a lot of Chinese online gaming enterprises feel a profound crisis. In fact, we also see that in the first half of this year, the flow of talent, unlike in the past to dig horns, online research and development personnel in the competition to recruit talent to become the protagonist, companies have to develop a more stimulating incentive mechanism to attract research and development staff for their own services, such as giant network to the start-up companies to provide 49% of the Sohu Tour launched the "Treasure Plan" and so on, this incentive mechanism and the expansion of the talent war, so that the company not only pay more attention to the development of the training and protection of researchers, but also more and more prove that the domestic game companies to the original research and development of attention. [Page] Vulgar marketing wind online games to standardize the network game in the first half began to appear vulgar marketing of the concentrated outbreak, this chaos seems to have been widely criticized by the public opinion of the online games, bringing more heavy moral shackles, while some of the online games companies are happy, and frequently a series of "problems"　　Celebrities to introduce their own product publicity, so that the entire online game industry marketing has been a vulgar trend. In fact, this kind of online games vulgar endorsement phenomenon is not only this year, last year has begun to emerge. The reason is vulgar more and more strong, on the one hand is the game of Shanzhai and speculative trends brought about by the ills. As a result of domestic game production of widespread imitation of the phenomenon, resulting in the game manufacturers to the acquisition of a game of interest in a sharp decline, on the contrary, the importance of marketing more strongly. On the other hand, this kind of vulgar pornography marketing at present quite a market, with the help of marketing force, let a part of the low quality of the technology content can be said, low input game products "stand out", profit margin even more than the investment tens of millions of dollars in the net.　　It is because of the interest-driven, so many game manufacturers on its game products are not good and bad, all carry out such packaging, and thus formed a whole industry of unhealthy atmosphere. No rules Savages, June 2, the Ministry of Culture announced the "online game management interim measures."　　As a superior department, in this time the introduction of this approach, can be regarded as a game to the market disorderly Bureau to standardize a new beginning. According to the "method", the game players will be required to register with the real name of the identity card, enterprises are not minorsProvide virtual currency trading services, while in virtual currency trading, network real name and the prohibition of PK and other social concerns of the online games focus, the entry threshold of the network gaming industry in the "method" was designated as "registered capital of not less than 10 million Yuan", which may be to a certain extent to prevent the existence of a large number of online gaming industry opportunistic "locusts "To the game market disruption behavior, thus to the domestic net swims market" very yellow very violence "the phenomenon has played the extremely containment function. At the same time, as the first part of our country, specifically for the management and regulation of network games, the "method" for the first time systematically on the entertainment content of online games, market subjects, business activities, operating behavior and legal liability to make clear provisions. It can be foreseen that after the formal implementation of the "method" on August 1, the development of the online games industry will be more orderly.