The hand swims in 2 years time to walk the end to swim 10 years of road, then?

Editor's note: Following the pace of domestic mobile internet, hand tour in recent years quickly jumped into the field of the game industry dazzling stars, the limelight of the Sheng so that the end of the tour and the page to avoid. Also in this short span of a few years, the hand tour industry in the creation of investment and other areas of the influx of idle funds began to go to the fanatical "shotgun" type of blind sweep mode, hand Tour project entrepreneurial failure rate high, the involvement of industry giants further threaten the new small hand tour developer's job. As luck moves away from the industry, and even the pessimistic argument that "if winter is coming, how to", Rethinking and exploring the path of sustainable development of hand-travel has gradually become a popular voice in the industry. This article is "business value" the author Ma Yi rival tour market after a long period of reflection, I believe that the opponents of the industry are not without reference significance.

2013 for many industries is a trans-era year, for the hand tour is no exception. 2013 is also known as the "Hand Lang Yuanying", in this year, China Mobile gaming users about 310 million people, up 248.4% Year-on-year, the total mobile gaming market real sales revenue reached 11.24 billion yuan, up 246.9%; mobile game market share of 13.5%, up 8.1 %.

Hand swim savage growth behind is a huge bubble, obviously this bubble is still growing, this year, China Joy, the state news and publication of SARFT released data shows that 2014 first half of the 12.52 billion yuan, the year-on-year growth of 394.9%. The industry's predictions about when bubbles will break are endless. When the time comes to the second half of the 2014, the hands of the various aspects of the tour staged a subtle change in the advent of the inflection point on the eve.

Quality games won market recognition

"All bubbles" are used to describe the domestic hands of the circle is more appropriate. Mention Hand tour company, people first thought of the key word is "tyrants". Under the lure of huge capital, the mentality of the employees has been unbalanced, and the rising wages of hand-travel workers is a typical epitome. "A lot of new recruits like us have no seniority in old people, but they are very expensive," he said. These new recruits have only a few years of experience, even a few months. "said He Peng, founder and CEO of Palm-Travel technology.

"Last year is basically a hand tour of the small team can get the investment, we last year's target is like a shotgun, there are games to take, in order to win." This year is totally different. "He Peng said differently, the most typical performance is that in the past years, developers only demo (game before the release of users to play the version) can obtain millions of copyright, and this year's market is gone forever."

Techi Interactive VP Yang Jinlin recently on a business trip in Chengdu, when the reporter explained the interview intention, he responded, "I am now a daily schedule of special tight, one day to see six or seven developers, and so I return to Beijing to say it." "Like Yang Jinlin, the company's business team still participates in the open day, the product promotion meeting all over the country, these activities as in previous years lively, but can obtain like to take the product, the promotion product such substantive progress does not have much."

From the point of view of the hand-travel distributor, the more products the agent issues in theory, the smaller the risk factor. He Peng told "for example, we used to 20 games, once one of them became, Big became, can put the remaining 19 games to resist." But now do not seriously cooperate with the operation to modify the product, the number of no more useless. There is a lot to do with how to do the product, and how much does not matter. "Not only that, the original game can get the channel to promote the location of the product is also a handful of IP (intellectual property) products have become a channel for the object of contention." He Peng told reporters that this year's flagship is a boutique game, which is the reason why IP products are popular.

Two years of hand travel to the end of the 10-year journey. This statement not only shows the rapid development of the hand travel industry, more important is the quality of the hand to travel unlimited approximation end. The former end of the big guys have entered the hands of the tour, through the PC, mobile end, a lot of research team in the game development at the beginning of the start to determine the quality of the hand tour. At the same time, the player to the game requirements are more and more high, design, production effects of the general product can no longer impress the player. Hand swim is still the lowest threshold in all games, but it is demanding higher quality.

"Grounding gas" is one of the important criteria for the internal evaluation of a game in palm technology. He Peng told business value, "the developer can go deep into the product to do research and development is the key to success or failure of the right-hand team." Domestic Hand Tour team is a lot of the end of the tour, the page tour origin, with the RPG gene, this will lead to cards together, the homogenization of serious, a fire, a lot of home to copy, this form will certainly not do this year. "In addition, he told reporters that last year many of the team to invest, or the acquisition of the team, many teams no longer focus on products, demo show at a good price of the product agent out of the situation is very small."

Unbalanced mentality in impetuous environment

Mobile Internet spawned a number of products, hand tour is a big gold sucking, but small and medium-sized hand Tour team living environment is not optimistic. "Most of the CP (content provide) is actually not making money," said the industry insider at the "Joy Mobile Summit". Since 2014, there are more than 4,000 hands on the line, only about 3% of the CP is profitable, most of the games are not very successful.

Hand tour and film similar, boutique content is always a minority, need to find out the same as the company in the haystack, the global scope is so. But the different place is, the overseas team's hand swims the quality is obviously higher than the domestic, even if is the small team develops the game quality to have certain safeguard.

For the Hand tour development team has said there has been a vicious circle, if successfully developed a product, then the second section is difficult to succeed. There's a classic theory in the circle of hands, developers think a very fun to play, and then development, in the development process will doubt themselves, this kind of play is not fun, suddenly other companies out of a similar product, will be more suspicious of their own mood also fell to the bottom. At this point, either choose to overturn the previous product, or add additional functionality to your self-doubt to try to make the game more fun, reduce the focus on the product, and the product is not the original idea. This is the process that all developers are going through, more often than not with their own psychological game.

Did not overcome the "self-doubt" product fetal death, through the "Gate of the Jaws" of the game proud dispel. and product online is just the beginning.

He Peng use "See Light to die" to describe the situation of most of the domestic hand tour. "Basically the line three days to know how the game, follow-up can cooperate with the operation, the channel to modify the product, the modification may also be able to rise, if the ability of combining the difference is basically a waste." "Game online after the effect is not ideal, will let the CP into a very passive situation, which means that the early efforts of the lost, but also walked to the fork at the junction, or to develop new products, or continue to modify products."

The founder and CEO of the Visual Park for eight years, this is the dozen parents carrying their ears from the Internet café dragged out of the people, has made a well-known "9th plan of the underground Aryan" and "Pat Your Sister". Injo from high school began to engage in game research and development, sophomore year away to the world's largest game outsourcing company-Japan Dongxing Group, involved in a number of project development. "Make a world to remember the game" is the Vision Park three founders common dream. Even in the small have become today, India strife still helpless to tell reporters, "in the country do not have to suck the gold game, will not survive." This is a profit-driven era, it is meaningless to prove your commercial value. ”

And India strife like the birth of a prominent developer, they decided to abandon the end of the company positions not hesitate to devote to eat the last meal not next to the hand tour industry. With the passage of time, the reality of the relentless erosion of their original dream of hot, VC holding large sums, listed companies to buy, in the great interests of temptation, the hands of the circle show a false prosperity, and ultimately lead to the mentality of the developers imbalance, not focus on the product, but drift.

Chinese Hand Tour COO Chong told "commercial value", "The domestic hand tour is very impetuous, too many people engaged in the work of discovering the game, there should be more people into the research and development field." "The reality is that the outstanding talent from the CP constantly flocking to distribution, the successful development of hand Luanben is a small probability event, escape CP is often unwilling to go through the nightmare of the development process, many of them are engaged in the transformation of less risky distribution work." Shenzhou Thai Yue acquired the "small Empire" of the developer Tianjin Shell, after the establishment of the Thai-odd interactive transfer to do hand tour distribution, the aforementioned Yang Jinlin is the head of the company's business team.

The cottage makes the domestic hand swim the island

Piracy, Shanzhai, plagiarism in the intellectual property protection is not strong in China, the hand tour is also difficult to escape. A hand tour popular, quickly surrounded by Shanzhai products events are staged every day. Moderate hand travel because the development of low difficulty, easy to copy into the hardest hit of the cottage. "Fruit Ninja" after the popular, the domestic market emerged 400 of the balance of cottage products, which also let "Fruit Ninja" issued Qingshang tease game helpless. Palm Tour technology is also plagued by the same troubles, the agency's South Korean single game "To eliminate the stars" has 100 of the remaining cottage products, let He Peng feel helpless, users can hardly tell which is the official genuine. In just the end of the micro-blogging operations, many players came to the Shanzhai product screenshots participate in the activity, which makes He Peng in distress.

Injo said, "The domestic cottage, is sure to see which type of game will make money, rapid replication, some traffic, some money, the cottage is spell speed." Small team can do, I think there is nothing, in the relatively bad market environment can survive first, survive is the most important, but from the industry point of view is certainly not a good thing. ”

Shanzhai products rampant domestic hand travel market and overseas markets seem out of tune. Overseas teams are extremely distrustful of domestic companies and are unwilling to allow their products to enter China. He Peng told reporters, "Now a lot of domestic tyrants, overseas developers are basically tens of millions of to you, because I do not believe you, do not want to be divided." "The one-time cooperation way lets the exotic game have the very big acclimatized risk." Overseas games to the creative type of casual games, such games in the latter part of the technical support, operations have a lot of overlapping places, the need for distributors and overseas development team to work together to truly let the product landing.

Operation is the soul of the hand tour, this sentence in the hands of the circle widely circulated. After the game is established, the later operation determines the success or failure in a large extent. Especially casual games, users will be tired after playing for a while, then need a variety of activities to maintain the warmth of hand travel and freshness. Palm Technology in March this year and "You from the Stars" to open the brand licensing activities, to give players fans meeting tickets, He Peng said, such activities will be basically every month.

"Eliminate the Stars" was created by South Korean independent developer Brian Baek in 2009 and brought into China by Palm technology. Brian Baek agrees that a prerequisite for entering the Chinese market is for the agency to solve the piracy problem. Although Palm technology is actively applying for trademark registration and legal action, the odds are slim. "We've got the best lawyers in the country, but it's still difficult," He Peng said. Not that my product code is so written, his code is so written, can prove. We haven't got it for a year unless we get the logo down. "As a very difficult single machine two elimination game, Brian Baek only spent 2 months of time to develop, plagiarism is very simple, developers write code will not be completely some kind, but the law is to protect the code rather than thinking.

Brian Baek told reporters that overseas will also have reference to other games, including his own will, but will not copy, will not use exactly the same thing, would like to play an innovative. In Korea, copyright is immediately recognized once the product is online. When you see a cottage on the platform of their own products, to the tort developers to write, the other side will be the offline product. Palm technology tried to solve the problem in the same way, He Peng said, "After contacting these people, they feel normal and even feel that the product was developed by myself and I have copyright." ”

The circle of hands is moving from disorder to order, and norms and order are being established. Small and medium teams fall in batches this is the pain that every industry has to go through. In He Peng's view, the hot market is not a bad thing, to attract more developers, the risk of bursting bubbles does exist, but whenever there is a risk. The culprit behind the real injury is piracy, which has allowed the domestic market to become closed, with an iron fortress erected between Chinese and overseas hand tours.

Of course, speculation continues about when the hand-travel bubble will break, and there are still plenty of workers struggling in the bubble.

(Responsible editor: Lvguang)