Terminal market growth slowed significantly Micro-light online games into a new growth point

According to the "China Game Industry Report 2012" released by the China Games Association Games Commission, the actual sales revenue of the terminal travel market was 45.12 billion yuan last year, an increase of 23% over the same period of last year. Compared with the average annual growth rate of 40% -50% In 2012, the growth rate of the terminal market dropped significantly. After more than 10 years of rapid development, China's terminal market has entered a period of adjustment. Analysis of the industry believes that the end-travel product has been facing life-cycle issues, which is the game companies face the problem. Many online games giant began to force pages and mobile games such as micro-light online games in the field, to solve the weak end of tour status quo. 23% VS 40% -50% Last year, terminal sales growth slowed In recent years, the Chinese online game market has maintained rapid growth. Relevant data show that in 2013 the domestic online games market is expected to reach 68.5 billion yuan. At present, the game industry is mainly divided into three camps: client game camp, web game camp and mobile game camp. Among them, the client games still occupy a large proportion of share. According to iResearch Consulting released 2012 China online games industry report shows that annual online game revenue of 51.8 billion, of which terminal travel accounted for 77.7% of the share. In 2012, in the domestic game market, Tencent, Netease and Sohu visited the top three. Specific to various game manufacturers, according to Shanda Games recently released annual report shows that in Q4 2012 operating income of 172 million US dollars, down 29.6%. As a veteran game company, this is the grand game for the first time out of the game industry outside the top three. The same period of its competitors to travel the world revenue of 173.5 million US dollars. In fact, the changes do not just rank the game company. After more than 10 years of rapid development, the Chinese game market is entering a period of adjustment. Which, at present still occupy the bulk of online games market growth is slowing sharply. According to the data from China Game Association Games Commission, the actual revenue from the terminal market was 45.12 billion yuan last year, an increase of 23% over the same period of last year. Although it is still growing, the 23% growth rate is 40% -50% average annual increase over the past Compared to the speed, the port growth in 2012 significantly decreased. Into 2013, has been in a stable period of end-travel, nothing wrong is still the main force in the Chinese game market competition, but in the face of web games and mobile Internet games, how to break through this year has become the crux of the terminal travel can come out of the doldrums . Be cruelly hit by touring and mobile games caused by the slow growth of the terminal market There are two main reasons. On the one hand, the client game is facing the diversion of web games, mobile games and other micro-games. First look at the data comparison. Today's terminal market has been sluggish for a year, and the growth rate has slipped more clearly than the previous years, both in terms of market revenue and size. At the same time, the market for web games and mobile games is rapidly expanding. According to the latest analysis released by Ereli Analysts, the domestic online game users in China paid 51.8 billion yuan last year and the growth rate dropped below 20%. However, the web games and mobile games have driven the entire game industry to grow rapidly in 2012. In addition, from the concept of think tank recently released "2012 online game market annual inventory" data can also be seen today's market structure. In 2012, the broad-based online game market in China represents a 19.5% increase in the size of the client games market, 76.6% in web games and 41.8% in mobile games as compared to 2011. Can be seen, the terminal market has been gradually page games and mobile games eroded. In short, in recent years, web games have mushroomed rapidly, page games market unprecedented prosperity, web games increasingly large-scale, standardization, specialization and diversification of their products have greatly affected the client network game market. As practitioners continue to work hard, page games and mainstream games have been playing games and end-game 2D products comparable, but with the convenience of playing with the point of entertainment, making page games more and more popular online game players and Recognized. The rapid popularization of smart phones and tablet computers makes mobile games gradually become an integral part of people's lives and work. Because of its ability to effectively segment people's fragmentation time, plus easy-to-use, easy-to-use features, mobile gaming is the number one choice for non-professional players. Under both the strong attack, the terminal market decline is not surprising. On the other hand, from the end of travel itself, due to the core gameplay and the form of aging, lack of innovation, can not meet the changing needs of users, resulting in loyalty to reduce the player, per capita consumption decline, thus reducing the revenue of manufacturers. The transition to micro-light online games is the trend of the face of the decline of end-games, as well as page travel, hand-travel and other micro-light online games rise, the game manufacturers is imperative. First of all, in terms of end-games, it is necessary to carry out further subdivision of the subdivision game market. By seizing the market segments, the introduction of different styles and differentiated products in the market segments is a major breakthrough for online game manufacturers in 2013 The essential. Today, the main competitive battlefield of domestic online game manufacturers has shifted from the mass MMORPG to the game market segment. Intensive cultivation and innovation have become the inevitable trend of market segments. Tencent has always been focused on market segments in the action, shooting, MMO, sports, leisure, travel and other six major segments of the market conducted a more detailed product layout. Second, the desktop game users gradually move to the mobile terminal. Active users of the tour have become the low-end players of this era, and mobile gamers, especially large mobile game players are often high-end players of this era, the general hand will have a good iOS or Android devices, these High-end players are from the early start of the terminal market. In today's market environment, the cost of making a tour is extremely high and can easily be hit by a quantitative bottleneck. Leveraging the existing user resources of the client product, users can be quickly attracted and reduced, and the user acquisition cost can be reduced. It can be expected that competition in online games will be heated, the player's choice of the game will also be diversified. Is the so-called break under the attack only in the crisis to break through the development of page travel and mobile games, a very big impact on the terminal market. Under such circumstances, how to cater to the market demand and gradually introduce products with different styles or differentiations is bound to be a major breakthrough for online game manufacturers this year.