Speed up the transformation Hand Tour Grand game mobile platform layout

Absrtact: August 20, Shanda Games (Nasdaq:game) launched mobile gaming operations Platform G Home (g.sdo.com), further to the mobile gaming business transformation. It is understood that the grand game of the launch of the G home is mainly integrated content, services, users, and so on, the next year will have 36

August 20, the Grand Game (Nasdaq:game) launched mobile gaming operating Platform "G-Home" (g.sdo.com), further to the mobile gaming business transformation.

It is understood that the launch of the Grand Game "G Home" is mainly the integration of content, services, users, and so on, the next year will have 36 products released, while the Grand game announced to the third party Open G family system. This is actually a way to take the fine route of the mobile game distribution and operation platform.

It is noteworthy that, whether it is the traditional game market, or hot hand tour market, many companies seem to be speeding up the platform.

Mobile gaming Platform launched

Shanda Game CEO Zhang said, the grand game since 12, the cumulative registered account number reached 1.8 billion, the cumulative active account 1 billion, the cumulative number of paid accounts reached 100 million. Among them more than 20 million active VIP users, accumulated contribution income of 24 billion yuan.

"Shanda games in the near future also plans to integrate Shanda Online account security, customer service, point card channels, payment billing, user behavior data platform, membership and information dissemination System." "Zhang said.

and Shanda Game President Chandonghai stressed that the G home is different from the common application market, but vertically integrated the "boutique content, boutique services, boutique users as one of the Hand tour boutique." Including the specific account, Gong Bao, customer service, G asked the community, G-products and other functions and services.

According to the grand introduction, the G Home "will be used to screen large-scale network game program carefully selected 1% of the fine hand tour of the market, like the operation of large-scale network games with 100% of resources and energy to provide quality operations and services." At the same time, Shanda also announced that it would open up the entire boutique system to other channels and markets, with developers, markets, channels to share up to 90% of the revenue.

Zhang said that the Chinese hand tour is still in the initial stage of barbaric growth, early due to the low threshold of access to the market flooded with a large number of homogeneity of the Shanzhai products, has seriously affected the future development of the industry.

For game developers, once the game has been screened as a boutique game, G home will use the minimum guarantee, commitment to the highest proportion of the industry or even buyout to protect the interests of developers. At the same time, developers can ensure that resources are invested to increase the success rate without paying extra advertising fees. G will also open user data and user access for developers.

The Grand game Aspect introduces, the partner may according to own need, draws lessons from the franchising pattern, will the G home whole or the single section G product game to implant own channel and obtains the income to divide.

"Shanda games will be in Korea, Japan, Taiwan, Singapore (Southeast Asia) and other countries and regions to launch the G home." "Chandonghai said.

Gaming company Platform

Grand Games began to expand the mobile layout since three years ago. Shanda Game agent, the Japanese game Enterprise Square Enix Research and development of card player tour "Million King Arthur", July 18 officially opened the National Service test, said the online two-week income has reached 30 million yuan.

Chandonghai said that the grand game in the next year has prepared up to 36 boutique hand tour (G products hand tour) in the G platform release. These include "Guardian Cross", developed by Square Enix, and works such as "Eyedentity Lord" and "The Valley of the Dragon: Maze", developed by the Korean subsidiary of the Shanda Games Actoz and Hell.

Analysys International analyst Shillon, in an interview with the Economic report 21st century, said Shanda games This release of mobile gaming platform products, in fact, is similar to the implementation of the honeycomb game "fine route" to the dozens of game products for distribution and operation, and 360, 91 wireless channel platform is different.

Previously issued by the grand agent "spread million King Arthur" mobile phone game, in the process of the release of traditional online games, and did not and 91 wireless, 360 and other game channels to cooperate, causing the hand travel industry heat.

"Shanda has its own brand, market and operational capabilities, and marketing has a lot of resources." "Shillon to reporters, because the grand in the end of the main walk is the agent route, independent research and development of the product is less, this is grand will traditional game strategy put on the mobile game on another embodiment.

In fact, in the end of the market, Tencent game already has its own mobile end of the game platform, and the perfect world has already represented several mobile phone games. According to anecdotal rumors, NetEase, nine cities and other traditional game companies also have plans to build their own hand tour platform. The NetEase CEO Lei Ding in this May analyst conference Call had said that the future NetEase in the mobile game market layout both includes the platform, also will carry on the product research and development. When the major companies enter the hand tour, the platform of the strategy is increasingly prominent.

In the hands of the market, the previous "fishing Tatsu people," the developers touch-control technology has transformed the publisher, touch-control technology CEO Chenhao, said the media, the current touch-controlled technology from the research Hand tour and agent distribution of income accounted for half of the business.

A mobile game developer, who declined to be named, told reporters that the development of hand-travel products has always been riskier, and that "hit" star products are rare. "On the one hand to the mobile game market to increase horsepower, on the other hand, to do product development is too slow, which is now a lot of game manufacturers transition to do the cause of the platform." ”

"Distribution Agent mobile game business, need to have a strong choice of game ability, must look at the game and development team." Shillon to reporters, on the other hand, the channel's resources are also essential, including third-party channels or operators to cooperate, this is the Grand current mobile gaming platform disadvantage.

"If there is no channel resources, it will lead to the promotion of the game to spend more cost, so that the platform's gross margin appears lower." Shillon told reporters.

And Zhang told reporters, at present Shanda game is also in with 91 wireless and other strong channels to discuss the specific details of cooperation.