The hand swims the market needs the heavy game, the end tour company Collective exerting force

"National Miracle Mu" is not the only representative of the end of Nirvana, after the on-line "Tianlong eight 3D" first month water 230 million, "journey" 24 hours to pay 9.75 million yuan.

"Miracle Mu" is back in another mode.

13 years ago the beginning of the era of online games, the South Korean 3D online games affect a generation of Chinese players. Because of the omission of the plug-in and many failures of the operation strategy, "miracle mu" gradually fade out of the player's view. The current generation of 20-year-old players have not even heard of the name of the miracle, but the endless servers can prove that the game in the old players still have super high. This kind of popularity in the hands of the field to continue: the first day 13-hour recharge breakthrough 26 million, in addition to the 360 platform not on the line, "The National Miracle Mu" in all game class platform to download ranking number one.

"National Miracle Mu" is not the only representative of the end of Nirvana, after the on-line "Tianlong eight 3D" first month water 230 million, "journey" 24 hours to pay 9.75 million yuan. After the rise of the Hand tour, "decline" has become a lingering label on the end of the tour giants, it seems that these highly profitable internet companies in the overnight deadlock. However, with the slow pace of light hand travel slowed down, hand-travel has become the latest trend of heavy, and in this field the traditional end of the company has a natural advantage.

Veterans do not die, do not want to slowly retreat.

Hand Tour market needs heavy game

In early 2013, Stone founder Wu Gang Bo said mobile phone games should not be afraid of the end of the company: "Most of the end of the company walk is the path of software engineering, individually, by pressing a lot of work, complete the project, emphasizing the function." and mobile gaming companies from the beginning from the core play and prototype Yan into the starting point. Want to let the end of the company give up the years of development model completely change? Do you think it's okay to swim in your hands? ”

This is at that time mobile gaming company's most common view, and those who research and development for several years of heavy-duty, hand-travel development technology is low, the cost is not high, but in the user experience and the freshness of the play is higher than the end of the tour. Under the siege of these light cavalry, the giant end-travel companies look like lumbering dinosaurs in the Late Jurassic period, hard to turn around in the ice of the market. At this time, the king of the Hand tour market is "My name is Mt", "The Sword of Kings", "Big Master", "Fishing Tatsu people", "Plants vs Zombies" even "Angry Birds", these markets crazy pursuit of the name behind does not end the shadow of the company. In the comments, this will be another chance for the tour companies to miss after the page tour, or even a fatal opportunity.

End of the company also keenly aware of this point, the perfect World CEO H. Tencent Technology points out that the game market into the mobile era, the end of the enterprise structure, the transition is slow, distribution channels and the way and hand travel, in front of the change, the end of the layout is slow. But H. also said that the end of the tour also has its advantages include: technology, products, capital, brand and IP.

With the performance of mobile devices, the end of the company found opportunities to appear, at this time to card games for the typical representative of the mild hand tour has been unable to fully cover user needs. For game manufacturers, heavy games can attract a large number of users, at the same time more viscous, and the ability to pay more powerful. Snail Vice President Sun Dahou on Tencent Technology said: "With the mobile phone hardware upgrade, the end of some of the ideas will be integrated into the hand tour, heavy games will be more attractive to users." ”

The current hand parade industry is in the market segmentation of key nodes, single hand tour, social leisure, chess and even single game transplant, until today's heavy hand tour in different areas to seize the market. Sun Dahou said that heavy mobile games will have two development direction: first, the design will strengthen the core combat game play, which is very similar to the end of the tour, the other direction is to focus on the growth structure and depth of the design and entertainment, not as easy as casual games. A senior practitioner of the industry to Tencent Science and technology, hand travel to the fundamental interests of the benefits of the pursuit is the profit, fishing talent, defend the radish such a game in the short term is not to see benefits, it is very difficult to become.

These realities make it possible for the end companies to see opportunities.

End Travel company Collective exerting force

CJ the hottest topic this year is IP, but at that time the main mode focused on the literature, film and television and other IP adaptation into the game, and when the CEO Zhang (Weibo) Tencent Technology said: "Good game can become a good IP." ”

A word into the prophecy, the second half of a variety of end of the tour was adapted into hand tour. According to incomplete statistics, this year issued with the end of the tour with the background of the heavy hand tour will be grand "decisive battle", Tour "Tianlong Eight", snail "Taiji Panda", The Perfect "magic Baby" "Smile Proud", giant "Journey" and "The Miracle of the people" and other dozens of. One of the perfect, giants, such as a few traditional end of the company is a breath launched a variety of end-travel adaptation of the hand tour.

At this year's game industry annual meeting, the end of the company is to focus on the topic of the tour to the hand. Shanda's new CEO, Zhang Yi, says it's not a "worst time" for the end-travel company, but the "best of Times", with the new sharp hand travel company compared to the veteran end of the company more dynamic and ability to research and development, introduction, operation of new end products, the end of the tour will bring the old game of fresh blood. Guixe, the giant's president, said the market environment forced the end of the tour manufacturers to change hand tour. The perfect world simply withdrew from the end of the tour.

In the practitioner's view, the end of the tour into a hand tour has a natural advantage, the first is the user loyalty, followed by the pay habit. Data show that these from the end of the travel adapted from the hand-travel products are extremely strong, the first day of high income, nearly tens of millions of the first day of water become the normal. A channel of Tencent technology, said that this phenomenon is mainly due to the company's capital advantages, the major channel vendors will push the product. But the channel business also admits that, behind the efforts of the channel, the traditional end of the tour to transform the hand tour also with its own history of the accumulated users have a great relationship. According to the data from the channel, these heavy hand swim search rate is very high, can reach the same level of water other hand swim 10 times times.

This is also in line with the industry's expectations of the end of the tour, IP effect so that once lost users to accelerate the return, the end of the market to bring the stickiness of the industry to further expand the business, so that the initial income performance of the game to improve.

Heavy hand tour of another important factor is almost no competition, even if the beginning of the company's IP advantages do not talk, in the mobile gaming market, a single section of tens of millions of research and development costs of hand travel almost no. And the recent end of the company launched a few hand-travel products most of the research and development time is close to even more than a year, research and development costs are not hand-travel companies can afford.

How long will the IP dividend take?

It looks like the end of the tour company will be engraved or adapted to reproduce the glory of the past, but still full of worries behind.

and pay attention to small fast spirit of the hands of different companies, the end of the company is often a few of the game takes all the world, typical such as NetEase, an end of the operation of nearly 10 years and stable income.

The fans of these exploding games are naturally the most core users who have been transformed into hand-swimming, which have been brilliant and enduring for seven or eight or even more than 10 of years, and have lost a large number of users. The perfect relevant person in charge of Tencent Technology said that the end of the tour adapted to the hands of the crowd is the most important component of those "lost users."

End-Travel IP hand-swim can indeed recall a lot of users, but this part of the user can bring how much sustained consumption capacity but still let people doubt. Moreover, the current end of the company's accumulated IP has not been much, "The Deer Ding kee", "God Carved Man", "The Fairy", "Dahua West Tour", "Journey" and so on a number of end to swim in the company's warehouse is almost the last weapon. According to Tencent Science and technology, most of the above is being carried out by hand tour adaptation, which means that at most 1 years after the end of the company will return to the origin of the development of new products. When the end of IP resources exhausted, there is no new user source, the market and user groups in the field of hand tour for the end of the enterprise is brand new. For this market, the end of the enterprise in the market accumulation far less than the hand tour enterprises, the new user training and transformation of this problem can not be solved, very likely to lose at the starting line.

Blue Harbor Interactive CEO Wang Feng (Weibo) at the gaming industry's annual meeting said: "Today many people say that the trip is great, end swim too cow, I said don't be so excited, today many big end tour IP all cashed, first they enlarge the market, they played a few cards, next year we have to play together, the most important thing is that you like not like. "One of the company's co-founder, Tencent Technology, said that the advantage of the company is only a side-trip, but actually can operate the IP very much, in addition to the well-known animation, literature, film and television, there are many stand-alone games, host game needs to be developed, this level of the top travel companies may not have too obvious advantages.

More to arouse the attention of the end-travel giants, the high price of cold may be able to quickly accumulate popularity, but how to let these fans stay is not easy, a few years ago, "miracle World" just appeared when also attracted a lot of love miracle old players, but after playing will find a big difference, the player finally lost. See the good end of the topic can really attract players, but in the end can become a classic hand tour, or to look at the quality of the game. "Fairy Tales", "Mortal biography" of these in the end of the tour is still considered fine, but the hand tour works are little known.