Sun Shoushan, deputy director of National press and publication administration

Sun Shoushan: Distinguished guests, ladies and gentlemen, comrades, friends, everyone good morning, the beginning of the new year, especially the national publishing industry elite gathered together, looking back, looking to the future of our game industry development is very important, I to the press and publication Department of the annual meeting to express warm congratulations, To participate in the Conference of the Central and national government ministries and industry associations leading the leadership of the Beijing Municipal leaders, the head of the game enterprises, as well as the relevant industry representatives, journalists expressed warm welcome to the long-standing concern and support the development of China's game publishing industry, business experts and scholars and practitioners to express heartfelt thanks.　　Sincere greetings to the comrades who have been working hard for this meeting. 2010 China's online game publishing industry in the context of international financial form warm, the development of the expected challenges, but the overall situation is still good, industrial income continues to maintain a steady growth, for the 25 period of rapid development of a successful conclusion, 2011 is to achieve Twelve-Five development planning start year, the key year. The development of the network game publishing industry should be a good head, a good step, to set a good tone, lay the foundation, continue to provide more content for the people, promote the culture of the Chinese nation's products, meet the needs of the public, especially the young, through the content of healthy, colorful and informative, interesting,　　Experience as one of the boutique online publishing products, and strive to improve the spread of Chinese culture, the following I explain a review of the online game publishing industry in the 25 period, the achievements, on Twelve-Five development direction, talk about a few ideas for everyone's reference. During the 25 period, the online game publishing industry maintained benign and rapid development, as an important part of China's 21st century emerging industry and digital publishing industries, online game publishing industry after five years of rapid and stable development, has formed a better industrial chain and relatively mature industrial development environment. While maintaining rapid growth, coping with the crisis and increasing self-regulation ability. During 25, China's online game publishing industry has achieved the following results, primary income to maintain a continuous growth situation, 2010 China's online gaming market, although experienced at the beginning of the adjustment, three quarter has begun to rebound, the whole year to achieve sales revenue of 32.37 billion yuan, than 09 still 26.3% growth. It is 5 times times of the total income of the game industry in the early Eleven-Five 06, especially in the global financial crisis, China's economic development has been seriously affected by the trend of growth, has become the leading industry of internet development in China. At present, China's online game enterprises have 12 enterprises in China and abroad successfully listed in the Internet economy of our listed enterprises, the highest proportion. According to the most conservative estimate, the annual growth of 10%, to Twelve-Five at the end of our online game market, the actual sales revenue of the real world to break through 50 billion grand, continue to lead the development of China's Internet publishing industry, two national original network games dominate, press and publication department concerned about publishing network games to grow, Pay attention to support and cultivate the development of national original power. In particular Xi.Five during the implementation of the Department of China's National Network game Publishing project a series of industrial policy guidance, China's national Network game of the original strength of the growing, domestic network game market share has surpassed the import of online games, completely reversing the initial development of the network to import online game development situation, 10 our independent research and development of online gaming market real income accounted for China's online game market sales revenue 60%.　　National original network game has been in the market for five consecutive years to occupy the dominant position. The pace of overseas expansion of Chinese-made online games is accelerating during the 25 China network game successfully entered the overseas market, expanding the number of enterprises, the continuous expansion of corporate capital, brand influence constantly improve, the first is the expansion of export scale, at present, we have 34 Chinese network game Enterprises independently developed 82 online games into overseas markets, Achieve sales revenue of 230 million dollars. More than 6 Chinese online gaming companies have developed 7 online games at the end of the final stage. We have achieved tremendous strides, second, some Chinese network game enterprises have set up branches overseas, operating independent research and development of online games, or acquisition of foreign companies, direct access to overseas market operations, participation in international competition,　　From the product input to the transformation of the capital service output, it shows that the whole operation ability of the network game enterprise in our country is improved greatly and the international competitiveness is improved steadily. Four game forms and business model of continuous innovation, 25 with the rapid development of modern information technology, the type of online games are increasingly diverse, web game Community games, mobile games and other new forms of play are constantly emerging. China Mobile and other three major telecom operators have established professional mobile phone game base to carry out relevant content services.　　Some community game users have more than tens of millions, scale over the traditional large-scale network games, completely broke the industrial development in the early days of traditional large-scale network game Monopoly single situation. In addition, the joint operation has become the network gaming industry Advantage Resource integration, as well as the mainstream model of enterprise cooperation. Many operators also launched on the basis of free game on time long billing standards, both high-end and low-end user needs. Five Chinese network games corporate social responsibility awareness is generally enhanced, 25-period network game publishing enterprises in the rapid development, but also gradually recognized their own needs to bear the social responsibility. 07 in the department and other eight ministries under the joint promotion in order to protect the healthy growth of young people, online gaming enterprises began to implement network games to prevent addiction system, after more than three years of practice has proved that this measure significantly changed the status of minors addicted to online games, minors in the online game accounted for a significant decline　　A survey by the China Youth Social Service Center showed that nearly 60% of minors were positive about the effectiveness of their addiction prevention system. In particular, it is worth affirming that the online games enterprises are enthusiastic social public welfare undertakings, actively engaged in public welfare activities, in 2008 Wenchuan earthquake, 10 Yushu earthquake, Zhouqu debris flow to Tencent, NetEase as the representative of the National Network gaming enterprises through various channels to the earthquake-stricken areas to donate 200 million yuan, These practical actions highlight the growing social responsibility of online gaming companiessense, get the widespread attention of the society, the whole maintain benign and rapid development at the same time, we also want to soberly realize, our country network game publishing industry still has some problems and deficiencies. From the game published content, on the one hand, vulgar problems remain outstanding, some of the network game mixed with a large number of vulgar content, distorted youth outlook on life, values, and even may induce juvenile delinquency, on the other hand, innovation is seriously inadequate,　　The proliferation of content homogeneity has become a constraint on the long-term development of China's online game publishing industry deep-seated problems, although the past few years this problem has been rapidly expanding the market to cover up, but the market region saturation more and more exposed to harm, last year, a lot of game industry profit decline, the root cause is innovation. Game content is similar, on the one hand, some enterprises one-sided pursuit of economic efficiency, unauthorized operation of online games or unauthorized to add to consumers, especially adolescents with bad-inducing functional content, to seek improper benefits, and other parts of the enterprise anti-addiction system set substandard, or implementation is not in place,　　The problem of teenagers indulging in network games still exists, which seriously affects their physical and mental health, from the view of network game copyright, not only causes serious loss to enterprise economic benefits, but also seriously blows the enthusiasm of independent innovation of enterprises, greatly influences the benign development of industry, and has bad influence on our international image. From the game industry talent training, on the one hand, China's network game publishing industry high-end research and development talent and excellent management and marketing talent is still lacking. On the other hand, there are quite a number of network game enterprises, there is a lack of good talent training mechanism, quick success, the industry to dig the corner phenomenon is still prominent, which is not conducive to the training of outstanding talents. Continue to maintain a good momentum of development at the same time, efforts to solve the industrial development of the exposed problems and deficiencies, even if the government departments responsible for the management of key points and guide the focus, but also all enterprises and practitioners of online games should seriously think, and strive to assume the responsibility.　　We should seriously analyze and study the law of the development of game publishing industry, grasp the trend of industry development, solve the problems that still exist, draw negative factors as positive factors, and change the challenges as opportunities to realize the healthy development of China's online game publishing industry. Second, to enhance the scientific development ability and promote the healthy and sustainable development of the online games industry, the party's 17 session of the V plenary proposed 35 period to develop the new cultural industry, enhance the diversification ability, meet the diversified social demand, prosper the socialist cultural market, promote the cultural industry to become the pillar industry of national economy We should strengthen the foreign propaganda and cultural exchange, innovate the cultural mode and enhance the international competitiveness and influence of Chinese culture. As always walking in the forefront of the cultural system journalism and publishing industry, after 25, the future Friday ushered in scientific development as the theme, deepen reform, accelerate development, and industrial restructuring and upgrading of the critical period. At the same time, the people's spiritual and cultural needs are more and more exuberant, the content is more and more rich, higher level. These for China's network game publishing industry to create a good environment for scientific development, but also for the industry to develop the ability to put forward higher requirements, I think Twelve-Five times,Still is the net swims the industry unceasingly to discover own potential to maintain the steady growth the opportunity period, we must cherish grasps the good opportunity period of development, continues to maintain the development situation, must increase the capacity construction, unceasingly enhances the product core competitiveness. There are a number of such a point is to enhance the content innovation ability, innovation is the core of the vitality of online games. Only the subject matter is outstanding, the content is splendid continuously innovates the network game work, will have the lasting exuberant vitality. Network game enterprises should stand in the industrial development and Enterprise's own survival height, focus on content creation to increase innovation, deep excavation of Chinese history and culture of outstanding subjects, and strive to explore through a variety of ways will carry forward the traditional virtues, cohesion national feelings, enhance cultural taste, leading a harmonious fashion ideological content, into the content of online game publishing, improve the spirit of the game works and cultural realm, to meet the growing spiritual and cultural needs of consumers, enhance the dissemination of works, network games have a modern means of communication technology, game enterprises should be good at using this advantage, and further analysis of market law, search and market Law transmission mode To further improve the communication ability of online game works, in the past two years, network game Enterprises, web game enterprises through the establishment of a joint, through the enhancement of the ability to spread the work, promote the development of a favorable exploration, the development of centralized platform to build and explore, enhance the ability to enhance the game works, the third is to enhance the consumption pull ability, after 25 , online game publishing industry has become China's digital publishing and internet economic development of the locomotive, to achieve significant market results, the next step of the network game enterprises to seriously analyze consumer demand and market needs, enhance the content on the basis of further improve the appeal of game works and operational services,　　Through the provision of better service to attract consumers, and further expand market capacity, improve market share, industrial development is to achieve lasting momentum. Four is to enhance international competitiveness, as a new publishing industry, network games not only carry the traditional Chinese historical mission, set up the Chinese cultural life, show the important window of Chinese cultural charm, the network game enterprises should take a look at their responsibilities on the platform of China and the world Culture exchange, and continue to strive to expand overseas marketing channels, Expand the international market sales scale, to build that embodies the Chinese cultural characteristics, but also have the international competitiveness of brands and enterprises, the five is to enhance the sustainable development capacity, game enterprise research talent is difficult to find, the cost of talent is too high, from a side reflects the current game high-end talent shortage, talent training mechanism is incomplete　　Flow disorder and technical innovation are not enough, these problems have caused serious restriction to our game publishing industry's rapid development of order. To this, the network game enterprise should in the reasonable introduction foreign outstanding talented person, at the same time, vigorously strengthens own talented person training, must expand the mentality, the exploration establishment and the university social Strength joint training including the game research and development, the management, the marketing talented person training mechanism.　　Conditional enterprises should increase the investment in research and development, strengthen the independent innovation, improve the quality of the game publishing industry in China. Third, innovate management, optimize environment, provide for industry developmentSupport and protection. In the Twelve-Five period, the government Administration department will continue to increase the support to the online games industry, and further optimize the policy environment of sustainable development of industry. Specifically, in promoting the development of online Games publishing industry to continue to adhere to the principles, adhere to the scientific concept of development throughout the online games industry, to meet the broad masses of youth diversification, multi-level, multifaceted spiritual and cultural needs for the fundamental purpose. Adhere to the content construction of this central link to improve the quality of online publishing products, enhance the independent innovation research and development capabilities, enhance the game content of international communication influence. Adhere to the government guidance and market mechanisms to promote, to enterprises as the main body, give full play to the basic role of the market resources.　　To disseminate advanced culture and meet market demand as the leading, strengthen market supervision, optimize the market environment, promote the healthy and sustainable development of online games industry. We will vigorously promote the publication of the original online games, improve the quantity and quality of domestic online games, vigorously support the content of mobile phone as the main channel and carrier, the game publishing product development and development, encourage the support of national Games products to create research and development, expand the culture of national Games to develop new space. In order to encourage the work of the Internet game, we will be in March this year to recognize the second China Publishing Government awards, we will be the game enterprise, also launched the game works. In innovative management methods, we will specifically do the following several aspects of work, one of the implementation of the central requirements, and further strengthen the management of network game approval, as the Central and State Council authorized only responsible for network game approval and import network game approval management government departments, in order to promote the network game approval work, further scientific,　　, transparency, the general Administration of Press and publication on the basis of years of work experience, will soon promulgate a network game approval management rules and other regulatory documents. Details of the Internet game including the scope of online licensing license approval, domestic network games, import online game approval rules and workflow to refine the specification.　　For the current development of the network game industry, some new situations, such as new data, new version, small games, joint operations, off-site operations, conversion operations, etc. to make clear provisions. To achieve practical, operational, the second to take practical measures to solve the problem of Internet game addiction. Network game Anti-addiction system implementation for three years, in order to solve the problem of minors addicted to play a clear role in the network, by the vast number of parents and teachers and all walks of life welcome. In order to further solve the problem of minors addicted to online games, in-depth implementation of the national eight ministries on the protection of Minors ' physical and mental health, the implementation of network games to prevent addiction system, the press and publication administration is working with the public security departments and other ministries are perfecting the anti-addiction system.　　And will be in this year to promote the National Citizen ID Number Inquiry Service center and Network game Enterprises to carry out the player's real identity information work, effectively curb the problem of minors addicted to the game. The department also said to urge game companies to speed up the improvement of parents-oriented query system. In accordance with law, parents should effectively fulfill their guardianship responsibilities, prevent minors from indulging in online games, and plug in online games is a serious infringement of piracy behaviorChina's network game CCB development cancer, to crack down on illegal practices and safeguard the interests of legitimate enterprises and the industry order, under the guidance of China Copyright Protection Center has been established with the industry more well-known enterprises jointly set up the Chinese Network Game Copyright Protection Alliance will be only around the press and publication administration in the Internet Publishing management focus and decision-making to carry out the work. Protect Network game works copyright as the basis, to help online gaming enterprises to provide effective copyright protection for network game enterprises, the first half of this year, the National Copyright Administration of Press and publication will jointly with the National Pornography Working Group Office, Ministry of Public Security Ministry of Industry and Commerce to jointly convene nationwide crackdown on online games infringement piracy conference　　Table chapter in recent years to combat the network of advanced collectives and individuals, summing up work experience, the deployment of the next step to maximize the maintenance of network gaming enterprises legitimate rights and interests, and create a fair and good market competition environment. Four, strengthen support, enhance the national original strength, strengthening the national original network game out of the pace, we will promote the continuous implementation of the Chinese National Network Game Publishing Project, the selection of outstanding National original network games to the National Publishing Fund to support a variety of means, supporting the 50 domestic animation game key projects, Continue to increase the national network game publishing enterprises to support efforts to promote enterprises to upgrade business models, service levels and management tools, in addition to the Department through the further running of the Chinese Game developers Congress and other measures to increase the introduction of excellent game talent training and the Ministry of Human Resources and social security joint research and development of game development personnel　　To cultivate the orderly flow of game personnel to create a good environment to promote the original level of national games. Network game publishing industry scientific development, to focus on the domestic market, but also to open up the international market, 2011 department will launch the implementation of China's original national Network game Overseas Promotion program, to take a variety of measures to encourage and support the conditions of online game enterprises to speed up the pace of going out. Choose Excellent National original network game with Chinese culture connotation to participate in international competition.　　At the same time, the Department through the holding of Cross-strait games Industry Summit Forum and other forms, strengthen the cooperation between the two sides of the game publishing enterprises, integration of resources to play the army's advantages, and jointly expand the international market. Comrades, friends, 2011 is the beginning of a new historical period, over the past five years we have achieved remarkable results, the next five years our task is still arduous, standing in the Twelve-Five period of the first step, let us continue to implement the scientific concept of development, grasp the right direction, inherit excellent culture, carry forward the spirit of the times, to create masterpiece works, It will make a new and greater contribution to the healthy and sustainable development of the online game publishing industry in China. The Spring Festival will arrive, take this opportunity I on behalf of the Press and publication General Administration to everybody New year, wishes everybody to work smoothly, the healthy family happiness thanks everybody. (Edit/Xu Mingming)