The future of mobile gaming: Still facing a profit challenge

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the rapid pace of domestic 3G business, mobile entertainment will become an important driving force for the growth of mobile internet services. As one of the important contents of mobile entertainment service, the mobile game accelerates the development, and the industry integration is also quietly carried out. Industry insiders point out that the current mobile gaming industry needs to address an important issue is: Find mobile phone game profit model.

The market contains a huge "gold mine"

With the advent of the 3G era, China's mobile phone games ushered in a new round of great development. According to the data released by the advisory, 2008 Global mobile gaming market size of 5.4 billion U.S. dollars, an increase of 22.7% per cent. China's mobile gaming market revenue scale of 1.3 billion yuan, an increase of 75.22%.

According to the wireless Internet analysis Agency Media Research Center data, 2008 China's mobile games users breakthrough 150 million, although compared with the traditional mobile phone game, the overall market size of mobile games is still at a disadvantage, but the growth momentum is rapid. Especially in 2009 China's 3G commercial start-up background, mobile games are expected to achieve breakthroughs, into a rapid development period.

"At the beginning of 2006, a mobile phone games online hundreds of people even great, and now at the same time online users to tens of thousands of people is not surprising, can be compared with the size of some PC online games." "said Ms Ulrich, a JLM wireless analyst at Venture capital consultancy.

Large screen, the popularity of smart phones and 3G network speed is better than 2G, greatly enhance the user experience for mobile phone network game development lay a good foundation. The future of China's mobile phone network games will show a rapid development trend, and may even achieve 100% growth.

Air Network Vice President Wulin Light, from Japan, Korea mobile phone game development trend, Japan and South Korea mobile gaming revenue accounted for its value-added business total revenue of nearly 10%, but in China this proportion is less than 1%. At present, China has more than 100 million mobile internet users, a huge user base and the market gap with Japan and South Korea, means that China's mobile gaming market contains a huge "gold mine."

According to Analysys Enfodesk released the "2009 1th quarter of China Mobile games market Quarterly monitoring" data show that the first quarter of 2009, China's mobile gaming users up to 3.3 million, the chain growth of 16%, and the first quarter of 2009 Chinese online games market income of 45 million yuan, the chain growth of 40 %。 The tempting prospect of the market will attract more businesses and investors into the competition.

Mobile game ecological chain is gradually forming

Facing the huge development potential of mobile gaming market, the leading enterprises in Nokia, Apple, Shanda, DXN, Electronic Arts and other fields have launched mobile gaming business and actively laid out mobile gaming market. Mobile internet companies, such as air networks, music and fish catching, are also consolidating their leading position in mobile gaming by strengthening technology research and development, integrating high-quality resources and expanding market channels.

It is understood that when the mobile phone network game market Scale expands rapidly, the industry integration is also quietly carried out. Mobile games trend is to follow the pace of traditional online games, with the introduction of online games and the emergence of excellent game, a lot of small and medium-sized mobile phone game Enterprises will be due to the lack of user size is eliminated, and some of the mobile gaming enterprises to obtain the support of venture capital to start a good development momentum.

This year mobile gaming industry will appear two trends, one is small and medium-sized mobile phone game companies may quit the industry or its game was bought, and second, the traditional online gaming companies into the mobile game market. These will make the market gradually standardized.

From 2004, Grand to tens of millions of yuan to buy mobile phone game developers Digital Red, to 2005, the full acquisition of mobile phone game development company Tianjin Mammoth, Friends of the century to 4.1 million U.S. dollars wholly acquired mobile phone game distributor Magma Digital, and to 2006, handheld 1.8 million U.S. dollars to acquire Beijing AO Ka Unlimited company 51 % of the equity, Magic Dragon International wholly-owned acquisition of domestic top mobile game developers Guangzhou Blue Software Technology Co., Ltd.

Eric Consulting analyst Zhang HONGSU analysis that the capital operation of the acquisition of mobile phone network game development companies, is the future of mobile gaming leading companies to expand the competitive edge and new entrants into the mobile phone network game market is the main path. The entry of many well-known enterprises is bound to change the mobile phone game market competition pattern, the new mobile game ecological chain will gradually form.

The future profit model still needs to be explored

At present, from the business and profit model, mobile phone network game has become the strategic focus of many companies, referring to the Internet online games charging model, relying on props and service charges, is gradually developing into a mobile phone online profit model of the mainstream, but has not targeted the player's own characteristics, use habits and the game product itself to introduce a more reasonable classification , refined profit model.

Data show that from 2008 to 2010, the 3G era makes mobile games this phase will be the culmination of mergers and acquisitions, through the merger and acquisition industry began the first round of integration, the initial formation of competition pattern. At the same time, the whole industry has received extensive attention from venture capitalists and investment boom.

It is expected that 2011 years later, with the development of 3G in China, mobile games market into a mature and stable development stage. The Government's policy on mobile gaming will be more in place. China's mobile phone games market will be the second capital consolidation, the establishment of a new market structure, there will be a second wave of venture capital peak and exit upsurge.

But the profit model remains one of the problems plaguing operators and many mobile game makers. Although China's mobile phone game user base is increasing, but because of the user's age structure and income level and other reasons, the current mobile game profit model is not clear, is still in exploration.

According to the survey data of the consumer by the Connaught Consulting, it is found that at present, the high flow fee has become an important factor hindering the user's attempt. Whether it is a stand-alone game download generated web browsing traffic fees and download traffic fees, or the use of non-monthly networking games generated by the flow fee, all make users experience the game before the worry. Mobile game high tariff problem on the development of mobile phone industry has a lot of constraints. In addition, the current 3G network laying has just started, once the network connection is not stable on the phone when the game broke out of the network, will also affect the user experience of the game.

Link

The domestic handset game market size reaches 520 million

China's mobile gaming market has reached 520 million in the second quarter of this year, up 39.5% from the previous quarter, according to the latest release of the China Mobile Gaming market Quarterly monitoring in the second quarter of 2009.

China Mobile Two quarterly mobile gaming business information fee revenue reached 230 million yuan, mainly from the mobile launch of the new game management platform. Analysys International forecast, with the mobile phone games products rich and users of mobile gaming products pay more and more high, information fee revenue will continue to grow.

China Telecom's two-quarter mobile gaming market grew 50% to 164 million yuan in the last quarter. This is mainly due to the growth of telecom CDMA users, and the most direct reason for user growth is that telecommunications in the promotion of the day wing 3G business is also the brew download business (including mobile phone game products) included.

China Unicom's mobile gaming business has maintained its slower growth rate in the two quarter. Mainly because of China Unicom's relatively mature data services and 3G new business attention to higher, and the original accumulation of weak mobile phone game business, is still in the platform upgrade, product introduction and other accumulation stage, has not been exerting force.