Social game dilemma: Market dilemma choice of profit model single

Editor's note/Nearly two years, with Weibo, SNS and other new internet industry in the domestic strong rise, as well as industry giants have opened the platform, so that more and more third-party application developers to achieve the dream of a rich, and social game developers are one of the most active entrepreneurial groups, various types of investment agencies have been to their olive branch.

Third-party data statistical analysis agency CNZZ released the report shows: In early 2011, the cumulative number of Chinese social class online games are increasing by nearly hundreds monthly rate. However, while maintaining the rapid growth of the social networking games market, it also faces the existence obstacle of the domestic audit system, the product homogeneity is serious, the user is numerous but the payment rate is low. This cycle of business has gathered the most recent social game "stars" favored by investors to discuss the breakthrough.

Dilemma One: the dilemma choice of domestic and foreign markets

Problem: The platform is still a strong position, even posing as a third party with the developer competition, coupled with the domestic too strict audit system, so that most social network developers can only choose to do in the domestic brand, foreign money.

The way: To go overseas routes, if you have the conditions, you can establish their own payment system, or with the domestic platform to negotiate a higher proportion of the split.

Yong: At present our income at home is only barely maintained, so we chose to go overseas. Social games are a mass market, and the reason why we have low domestic income is not only because of the low rate of user pay in the domestic market, but also because of the irregular competition between the upstream and downstream industries. For example, as the upstream of the social platform and downstream content providers to create competition, and even some platform will impersonate a third-party developers to compete with us, which in fact created an unequal game environment, after all, the platform side of their own game will give special attention. The competitive environment in which the platform is both an athlete and a referee is actually stifling the development of a third party developer.

In addition, the domestic pay mechanism is opaque is also a big problem we face. We in Japan, have their own payment system, but at home, Tencent, everyone and other platforms are using their own payment system, there is income and then divided with us, which actually equals to our income will be subject to the platform side. If this model does not improve, the user pays the mechanism cannot guarantee the transparency, also is not advantageous for us to carry on the model innovation. Because the domestic platform is not open enough, we can only focus on moving overseas.

Khaiyu: We in the company's first year of creation, the domestic platform has been almost done, but did not earn money, and even pay the way there is no, only in everyone online a little income. With the domestic platform to cooperate, server bandwidth are we provide free of charge to them, but still make no money, I think it is a platform problem. Over the years, many of the companies we've been working with have gone bankrupt, and the key reason we've been able to stay here is because we've moved to foreign markets.

In contrast, foreign platforms have a sense of mutual respect, and the proportion they recommend is more objective. For example, Facebook's share with Third-party developers is 3:7, and many platforms in overseas markets use a 3:7-or 4:6-percent share (a smaller portion of social platforms), while in China the social platform is divided into more parts. In addition, the opening of foreign platforms is also very good, unlike the domestic has a lot of audit, appears too strict. Many foreign platforms do not intend to profit from the platform at all, but mainly in the platform operation. In fact, we and the platform is a kind of mutual assistance, rather than the relationship between the dark competition. Therefore, under the balance, our current energy is not at home, or will wait 35 years, the domestic market has a rational development, we come back to do.

Dilemma two: How to balance the development of free and pay

Problem: Advertising and prop pay is the main profit channel of social games at present, but many small and medium-sized developers in the country in order to quickly profit, copying each other, game products homogenization phenomenon is serious.

Ideas: In the implementation of "virtual props paid for implantable advertising" cooperation at the same time, can develop more entertainment forms, in the interactive entertainment of the new carrier on the big fuss.

Wang: Our current profit model is mainly virtual props, but also trying to implant ads. At present, the domestic social gaming industry's access conditions have increased, coupled with the traditional online gaming companies are also beginning to participate in this industry, so the competition will be more and more intense, compared to the profit model we are still relatively single, we have to admit: Other more mature profit model also needs the industry to explore and innovate together.

Gao Shao Fei: At present, five minutes company in the social game aspect profit scale is not big enough, but already is the domestic relatively good several companies, this mainly thanks to us to insist the original quality game positioning. In the current situation of the domestic gaming industry, from a technical point of view to do a cottage game in just a month or two, which creates a great pressure on the original game company. Nevertheless, we are still adhering to the "Product for the King" of the original idea, because only good products can continue to attract users, and bring long-term benefits to the company. At present, our profit model is not much, mainly rely on advertising.

Yong: We've explored the payment model for virtual props and ads, for example, in the game to join the green tea Group buy ads, is to cooperate with merchants, and players can use virtual props online to pay, the prize can be redeemed to redeem real goods, this is actually the same as the mode of group buying, selling cheaper than outside. Because the merchant gave us a cheaper price, we started to try and sold more than 800 green tea on the first day. In fact, advertising games as a combination of digital games and digital marketing, the use of effective game entertainment model to connect the brand with the global players, and its model is gradually separated from the simple fixed path, began to social networking platform development.

Yuyi: According to the Analysys analysis, we have two levels of predictions for the development of social gaming products: one is because the logic of social games is more concise, so it will be in the landscape with more entertainment form or content of the combination; second, in the vertical, social games will embed a variety of independent play, and introduce a deeper role to develop, Elements of competition and cooperation; third, for social networking games developers in the profit model more suitable for what kind of route, our judgment is: Social game will gradually become a media and distribution carrier, and serve the interactive entertainment advertisers, to become games, films and other use of the display (DEMO) or viral marketing tools, So the profit model based on this development trend will be imaginative.