The birth of the first platform of web game

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Do the biggest thing with the smallest input, take the platform concept to lead the web game

Two of the girls who love online games, with a net game is seven years and 13 years.

Many entrepreneurial stories often start with interest. Liu and Xuemei also so, August 1, 2007, they each took out 100,000 yuan, in the living room of the Xuemei home began to create today's Beijing New Entertainment Brother Network Technology Co. A whole year later, their company won the first round of Sequoia capital of 2 million U.S. dollars in venture capital, and became the first in the domestic web game concept to get the investment of the online company.

In the global economy into the winter of the present, Xuemei is optimistic to reporters that as the first platform for web games 51wan.com is expected to create 90 million yuan in 2009, the Sequoia Capital is preparing to jointly with other investment agencies on the second round of the 51wan.

"Small input mode" is the entrance

2008, in the office set off a wave of web game, this new type of game can be directly on the IE Web page, not only without downloading and installation, all instructions are completed by the server, and quite easy to start with, just a few clicks on the mouse can easily play.

"Instant can play, easy to start, not time-consuming do not indulge, can quickly attract casual gamers." This is the important factor that attracts Liu to focus on the field of Web game, after she has served as the chief operating officer of Feng Yuan Group Sheng digital technology company, a veteran gaming operator in China. However, in the early days of their start-up, the Web game is still in the bud, so they decided to use the way of installment of other web game products, intended to use the smallest input to do the biggest thing, and the office of white-collar as the target crowd.

Although the road to entrepreneurship is difficult, but each step of the growth of their surprise. According to Liu recalls, when the director of Sequoia Capital China Fund Ji Yue first visit to 51wan, this small dwelling in the housing company even 51wan.com this domain name has not. "At that time, the more every week, but each time we will be different."

Xuemei to the China Business newspaper reporter, with some "fast money" companies to develop separate web games, 51wan from the inception of the decision to take the platform strategy, and not to do a single web game products, so they let many small web games directly on the 51wan platform, Not only the promotion and part of the operation of the trouble, but also may make money.

It is this small investment pattern that makes 51wan quickly find its own break-even point. Xuemei said that, in the upstream of its industrial chain, the main branch of independent research and development, cooperation agent and advisory platform business, including the independent research and development of products now have four or five, accounting for the total product line of 10%, investment accounted for 30%; second, the exclusive agent of 10 products in the 51wan to enjoy the unique, they generally use the "authorized gold" The way to buy up the use of the agent game products, such as a Web game product market price of 1 million ~500 million yuan, and the 51wan is the use of 3~4 instalments, so that part of the total investment accounted for 30%; In addition, there are 10%~15% game products, Some just build a connection portal on a 51wan platform, some are 51wan to provide the server, they are using the way of commission of the flow of cooperation, this part of the investment is 10%, while in the downstream of the industrial chain, 51wan has more than 10 kinds of payment methods, including virtual currency, Alipay, online Banking, This part is devoted to 10%~15%, while the rest is 10%~15% server and bandwidth hardware input. Xuemei told the "China Business newspaper" reporter, in the future with the support of capital, they will develop a number of independent research and development of products, slowly shrinking some no unique "zone" products.

To combat risk with integrated business

At present, the profit model of Web game includes three kinds: Prop charge, advertisement fee and monthly rent fee, its profit model and traditional network game are not much different. So there are investors that, although the Web game easy to start, but the current profit model is relatively single. In this respect, Xuemei said, with the development of web games, the profit model of the Web game will change correspondingly, such as the 51wan has basically no monthly rent, but the full development of more value-added charging mode, because the web game than the traditional network game ARPU value (ie per user average income) is much lower, This makes it more urgent to advertise or seek other value-added pricing models. The web game month ARPU value only 10 yuan, the traditional network game low 40 yuan, the high person surpasses 100 yuan.

To get rid of this bottleneck, 51wan began to try to expand the Web game platform to Sina, Baidu and other large-scale portal sites, and with these well-known sites to form strategic partners, to undertake cooperative web page game channel or web game technology operation Services. For this mode of cooperation, Xuemei said that the 51wan.com's operating capacity and Sina and other portals to combine the mass flow, and take the establishment of a public monitoring platform for the flow of traffic (generally 5/5), both sides will benefit.

Kai Peng Hua Ying China Foundation and president of the founding partner Ru Linchi said: "I personally more optimistic about the platform class of the Internet." 51wan is now doing is independent research and development, cooperation agent, consulting platform of the Trinity of the development of the operating platform, and the development of integrated business strength, it is 51wan and other game sites compared to the most popular place of Sequoia. Ji Yue said that as a platform operator, 51wan involved in various aspects of the web game business, its development prospects in relation to the other single platform, more advantages. Xuemei also thinks, now the market of webpage game has not appeared big alligator, so the foreground is very good. However, as the development momentum of the web game accelerated, the market competition situation of the web game is still not to be underestimated, it is understood that, such as cool dog nets, Baidu, China Network, more play, du Niu has begun to operate the web game.

Therefore, in such an industry situation, Liu Yang still feel the hidden worry: "If there are large companies in the web game to carry out a huge amount of investment, will raise the competition threshold of the industry, the most obvious is through large sums to attract operators, this is not a small test."