Small and medium-sized game enterprises in China to open up overseas markets into a new trend

More play network in the domestic games market competition, homogeneity of serious, small and medium-sized online games enterprises survive hard at the same time, a group of Chinese online gaming companies have chosen to avoid the domestic market, direct development of overseas game market and achieved remarkable results.　　Recently, the domestic social game company Hot Cool and Japan's second largest telecoms operator KDDI in Japan formally announced the cooperation, the joint launch of mobile gaming platform, in the industry caused no small stir. United telecom operators to open up the Japanese game market September 17, the domestic social gaming company Hot Cool and Japan's second-largest telecoms operator KDDI formally announced a partnership to launch a simulation of the state of the game, friends Interactive social and the KDDI to provide a variety of services linked to the mobile gaming platform-" Auone Sunshine Kingdom ". "Auone Sunshine Kingdom" to provide users with the "kingdom" of virtual space, users can freely display plants and animals and buildings to develop their "kingdom." At the same time, the building that the user arranges also can connect with the various service webpage that KDDI provides, enjoy the diverse portal service.　　The mobile gaming platform is expected to be officially launched in October. In the view of hot-cool CEO Yong, the cooperation with KDDI is a landmark event in the Japanese gaming market in China. Yong, who attended the ceremony in Japan, told reporters that Japan has always been the focus of hot marketing. In June 2009, hot cool officially logged into the Japanese social networking platform, at the same time several game products quickly entered Japan after the three SNS platform, widely favored by Japanese users, including hot cool flagship products "Sunshine Pasture" currently registered users more than 5 million, each month's revenue to millions of U.S. dollars,　　The average monthly consumption of paid users is 47 U.S. dollars, equivalent to 300 yuan. Yong said the mobile gaming platform was launched on the one hand because the Japanese game market is very developed, the user pay ability is very strong, on the other hand, Japan's mobile phone penetration is very high, the related mobile phone value-added services growth particularly fast.　　"Mobile phones are a natural platform for social games that can play a more complete role in the characteristics of social gaming," Yong said. "The Auone Sun Kingdom can transform the mobile phone address book into a real social network, and working with operators is the best way to transplant hot and cool social games to mobile phones." Great potential for overseas game market the hot-button Japan Telecom operators began planning last year, "we started with Japanese operators in the early part of this year, and then quickly reached a deal," said Yong, KDDI, Japan's second-largest telecoms operator, occupying 30% of Japan's telecommunications market share, This hot and KDDI cooperation has helped the hot-cool further expand the user community. For Japanese telecom operators, the hot cool of a variety of popular games will undoubtedly become a veritable "gold-absorbing". It is understood that in the latest issue of the Japanese Mixi (one of Japan's three major gaming platforms) Platform game Week active Users list, the top four games have three from the hotCool, respectively, is the first "Sunshine Ranch", the third "Sunshine Town" and the Fourth "Sunshine Deep Sea". KDDI, a Japanese telecoms operator, is mainly responsible for promoting the "Auone Sun Kingdom" mobile platform and mobile gaming to its users. And, for a variety of network environment, will launch DoCoMo and SoftBank mobile phones, in order to help users without the restrictions of mobile operators can expand the Exchange circle.　　Android-oriented PCs and smartphone services are expected to start this winter. On the question of how to make a profit split, Yong said: "The game platform's profit will mainly be paid in the form of game-oriented value-added services." To be sure, hot cool is certainly the majority of the divide. "Chinese game companies compete with international giants in fact, Chinese game enterprises overseas gold panning has become a general trend."　　According to the 2009 China Game Industry Report, 2009 China's online game exports reached 109 million U.S. dollars, the growth rate reached 53.9%, a total of 29 online games manufacturers of 64 products exported overseas. In accordance with international practice, Chinese gaming companies selling online gaming products to overseas operators will use payment agents to split the operating pattern: the latter pays a hefty amount of proxy money, which can roughly reach half of the online game product development fee;　　The two sides are again divided in the form of their profits. Some people in the industry pointed out that, in fact, if there is no strong financial security and strong local operational partners to support, Chinese gaming companies are difficult to support. and the hot choice and local strong telecom operators is undoubtedly a safe way of cooperation, for other Chinese enterprises to enter into play for reference. And with the Japanese game market is booming, many international well-known game business began to dabble in the Japanese market. Zynga, the world's largest social gaming company, won 150 million dollars in Japanese soft silver and formed a joint venture to enter the Japanese market in July.　　This has caused a little pressure on Chinese gaming companies that have been panning overseas, especially in Japan. To this end, Yong also said that in order to maintain the advantages of competition, it must be in the business of differentiation. "For the cool, first we have rooted in the Japanese market, very familiar with the market, and secondly, our cooperation has won the support of local telecom operators, these are our advantages." "In addition, hot cool has been established in Japan to improve the game research and development, business operations, marketing Team System." "After this cooperation, we may also cooperate with other telecom operators, hoping to really occupy a place in the Japanese market."　　"Yong said. Fangli, an international analyst at Analysys, said the hot and cool move to bring Chinese gaming products to the Japanese market would increase the channel for Chinese developers to promote their games in Japan and bring Japanese experience back to the Chinese market. and the national development route is bound to help hot and cool countriesInter-localization, the challenge is more from foreign enterprises competition and localization of operational experience, in addition, from development to platform operations, hot cool is bound to experience in the operation of the challenges, need to make more efforts. (Edit/Zhang Xing)