SNS usher in New wave of social game development

Fu Shing Leslie Two years ago, "Happy Farm" the heat still make five minutes Network Technology Co., Ltd. chairman Gao Shao Fei aftertaste: "At that time everyone did not play social games, the farm is the first, their emotional concentration erupted."　　"Nowadays, people have been less interested in growing vegetables and stealing food, and the social gaming industry has changed dramatically-what does 2011 mean for game developers who have been in the social networking service (SNS)?"　　The scenery of overseas market is no longer? Before he became chairman of the hot Cool, Yong had partnered with people to create billions of friends.　　After the acquisition of the Yong in 2006, the company was formally engaged in social game development. Although happy net lets many people see the hope, but it's a less-than-beautiful industry--at a moment when "everyone has a platform dream", app developers look so grassroots: neither the ambitious ambitions of social networking builders nor the huge games that rocked the players, and the electronic ecommerce sites that burned money, Even more obscure.　　However, playing games is one of the most understandable business models, and developers who have done well have actually made some money. Hot cool is one of them. At present, the Hot "Sunshine" product series including sun pasture, sunny deep-sea, Sunshine Town and other games, annual profit in the million dollar scale, especially since August 2009 into the Japanese market after the performance.　　Currently, hot cool is one of the best performing companies in the Japanese social gaming market.　　Another developer five minutes is also the domestic social game company's leader, but mentions the income, Gao Shao Fei does not care: the domestic social game industry is still in the immature initial stage, the current income scale is not worth mentioning.　　As the industry progresses, "five minutes" now has to face the reality that the days are not as good as they were two years ago. In the first half of 2009 years or even 2010, sailing to Facebook or other national platforms for gold is the main profit point for domestic social game makers. Compared with the domestic platform, the foreign market is more open and the users ' willingness to pay is stronger.　　Redatoms, Lin Peng's chief operating officer, is a social gaming manufacturer created by several Chinese students in the United States. But the ideal period has passed, and Redatom, who grew up on the U.S. mainland, has found changes in overseas markets, especially Facebook. Facebook is tightening its grip on the platform. As soon as it tightened, our costs went up.　　"Lin Peng said. Social gaming industry Observer, Game State founder Zhengjin also noted the deterioration of the social gaming environment within Facebook, saying 3 issues have limited the further development of game developers, especially for small and medium sized developers with insufficient financial resources: one is blocked by viral transmission channels The second is to distinguish between gamers and non-gamers, directly to the new users listed as the latter, the spread of the developers is rather unfavorable; third, the virtual currency system after the launch, and developers to split, directly lead to the developer's camp shrinkage water.　　Like five minutes of domestic small and medium-sized social game developers, in overseas markets have to face another problem: now in the company, the team has been a lot, the user's request is also improving.　　Open the Facebook Game Users list, the top 10 most of them belong to large developers, small companies are now more difficult than six months ago, which makes Lin Peng feel a bit helpless.　　The domestic market is opening to the outside world despite the resistance in foreign markets, at the end of the past 2010 years, developers have welcomed the good news: they finally hope that the domestic market open. "We did very well in Japan, but I don't feel that the overseas market is a Chinese company should use 100% of the energy and resources to do, there is no competitive advantage." Yong That game companies must be based on the mainland.　　In fact, the huge number of players in the domestic market has long been coveted by developers, helpless to cooperate with a few platforms. "In 2008, only a handful of the Chinese markets were open, and their strategy was not very clear," he said. "In 2010 years, Gao Shao fly to see the situation has been a lot of clarity."　　In particular, Tencent announced the opening of a six-year period of open transition, the pace of the opening of various platforms are also moving faster, gold mining in front of developers slowly show. Hot and cool of course will not let this opportunity.　　In order to connect the Sunshine Town game to QQ alumni, the hot cool will provide the product in the Japanese market data to Tencent to prove its quality, just started heavy volume already has millions of users. Memories of the two years since the open environment of the domestic platform, Gao Shao Fei also feel that there has been a great change: at the beginning of the time who do not know how to do, we sit down to talk about the topic are very elementary.　　But now that the big picture is set, openness is the only option, and we are all going to be honest and sincere in our cooperation. While working with a domestic platform will cost developers more than Facebook.　　But the terms of cooperation are complex, the proportion is harsh, and the huge number of users is sufficient to compensate.　　Shanghai Kai-UK's game skyscrapers in July 2010 after the QQ space, the number of active users within 4 months to reach more than 10 million, far more than the number of other platforms, and even the same game on the Facebook data a large scale. "There has been no contact with such a large amount of traffic before.　　"Kai-UK chairman Wang that marketing is not currently on the Tencent platform should be considered most of the issues, but also need to pay attention to the quality of service and cooperation with the platform." Stop making excuses. "External factors are no longer exist, and then do not do a good job is not their own." "In the domestic social gaming industry for more than 2 years, Gao Shao Fei felt that for domestic developers, there is no excuse to find." "All sorts of things have been tried, and 2011 is the time to settle the pattern." "Gao Shao Fei said," See who precipitated a better model, faster to clear their own strategy, who can get advantage. "For social-game makers, it seems to be divided into two camps: the first one depends on the product and the second is run." Gao Shao FeiBoth of these core competencies are feasible, and a company can hardly have two genes at once, but a company that does not have a bottleneck in long-term development. In the two modes of choice, Lin Peng feel redatom more suitable to follow the road of products.　　The Chinese-created social-game developer in the US is now actively expanding the Japanese-Korean market outside the English-speaking world. "Our team is not so big, but also based on the English market, the first choice of Japan and South Korea, it is closer to the European and American market distance."　　However, although in Lin Peng's view, the domestic user's pay concept, product development and the European and American market is far from the difference, but he still eager. "The industry is growing too fast, and our current plans are usually no more than 3 months, and it's no use." For example, we do product design spend three or four months time, and then spend one months to adjust, the results of this product, the platform features have changed, do not apply to the design, but also to make changes quickly. "In the 2011, social game developers need to be more agile in coping with industry changes," says Lin Peng.　　The most important of these is probably the mobile Internet, if not the strategy, it means that the initiative to give up a large part of the market share. And in the face of the beginning of this year, Gao Shao Fei's attitude is more calm: all the game companies, from the traditional online games to the web game, are basically involved in the field of social games. The threshold is further enhanced, and the new entrants will find it difficult to walk without a particularly large capital. Entrepreneurs should be more focused, not to be impetuous plagiarism. "Everyone began to sink down and work together to make the industry go in the right direction, and gradually the building will be built." ”