The import hand swims the content to become the hot pioneering direction, the domestic medium and small channel urgently needs the hand tour content

In recent years, a number of start-ups have tried to bring foreign good mobile game content into China, for example, the successful listing of the fun game last August, and other Lenovo music fund insiders told reporters that the game can be in 3.5 "rocket-like" listing, and its powerful global hand CP signing ability inseparable.

However, more similar thinking of domestic enterprises, often in the United States, such as Silicon Valley, such as mobile phone games excellent CP-intensive places to send sales representatives, such ideas, it is often difficult to sign a sufficient number of quality games. The causes of these strange phenomena are manifold.

Import Hand tour content become a hot business direction

There is no doubt about the scale and prospects of the hand-travel market-Newzoo, a Dutch market research firm, recently released a report showing that global gaming market revenues will break the 100 billion dollar mark by 2017, noting that it is mainly due to the bursting growth of Asian markets and mobile gaming.

and "PwC mobile gaming Industry Insight 2014" shows that at present, the number of domestic hand-play has accounted for more than 50% of mobile internet users, and with the further popularization of smartphones, wireless networks and 4G networks, it is expected that in the next five years, the Chinese mobile gaming market will achieve an annual composite growth rate of 11.8%.

The global and domestic mobile gaming market explosion has been breeding new market opportunities, and how to establish the Sino-US mobile phone game content in the field of communication bridge, so that more and better foreign original mobile game can be landed in the Chinese market, the United States hand tour CP and domestic channels, The winner of the Distributor is one of the typical ideas of pioneering business in many hands.

The fact is that so many startups do the import business of hand-travel content, on the one hand with the domestic medium and small channels on the content of strong demand, on the other hand, because the CP also has to export content to domestic exports demand.

The domestic medium and small channel need hand tour content urgently

Games are generally divided into end-trip, page and hand tour, which hand tour in the business model and distribution mode and the first two games are very different. For the end of the tour and page tour, research and development threshold is relatively high, so can enter the CP or distributors, the number of channels are relatively few, while the mobile phone game development cost is comparatively low, the cycle is relatively short, so the number of CP, distribution, channels involved in the outbreak trend. It is reported that at present, there are thousands of of Android hand Tour channel business.

Bricks, for the fast-growing Android trader and distributor, the most urgent is the good game content, which is the hardest place for small and medium channels without the right to speak. Young Li, a famous university graduate, is fond of mobile games, he also optimistic about the huge opportunities of mobile gaming industry opened an Android mobile game channel, but the operation of a year only found a CP willing to sign with him. In fact, there are thousands of small channels in the country with similar problems.

"For small and medium channels, it is very difficult to get ' chip source ', because of the perfect world, 360, Kunlun such a large CP, it is the channel, the implementation of the mode of production and marketing; some of the remaining good CP is not subordinate to the big channel is already with the big channel has reached the exclusive cooperation; or the agency is exceptionally high, Therefore, medium and small channels want to from the domestic good CP there is almost impossible to content, "The United States Hand Tour professional production Andy Hybels told reporters," and poor CP and homogeneity of the phenomenon is very serious, quality can not be guaranteed, medium and small channels have no agent power. ”

In fact, not only the existing many small and medium-sized channels need good content of the game, the domestic new practitioners also face the same problem. "At present, more and more domestic and more small channels of hand-tour constantly emerging, and with the real estate and other fields of the withdrawal of hot money, many traditional enterprises also see the hands of the opportunity to expand the game, and for these hand tour industry upstream of the long tail part of the industry, they have no bargaining power for CP, There is also an urgent need for cost-effective hand travel content. Andy Hybels said to reporters.

Hold hands in Europe and the United States CP: Understanding production is the key

In the Angry Birds, tribal wars and other popular domestic and American game example encouraged by the large number of small and medium-sized channels and new practitioners, the production of high maturity, high degree of innovation and business model of mature mobile phone game content is undoubtedly the most attractive, for them, If can be a reasonable price agent to foreign hand tour content is good.

In fact, the U.S. and Europe mobile phone game CP also has its content output to a large number of users in the domestic market demand, but at present it also faces a variety of problems.

First of all, it is difficult to find the right to introduce domestic partners. For many European and American game production team (CP), the game production level of attention is unimaginable, that is, its contact with the domestic partners at the production level of trust directly determines whether it is signed.

"In a word, it's not about the money," Andy Hybels said. "At present, many European and American game production teams often contact the domestic hand channel in the U.S. business representative, and in the course of business negotiations or contact, if the domestic partners can not persuade the European and American production team has a satisfactory post-production support, That is, it is often difficult to reach a contract when a consensus is not reached at the production level. ”

This is different from the Chinese hand tour industry, as we all know, domestic hand tour industry in the big channel is always the most powerful, even if these large channels and domestic CP in the production level of the idea is not exactly consistent, in order to sell performance, the domestic CP also often choose to compromise, and in Europe and America is completely different, "think of getting European and American game agent, We must first agree on the production level.

This explains why many domestic companies trying to introduce European and American games are hard to scale because they cannot talk to the mainstream producer level of the CP.

"In fact, to get more of the source, we must first is the United States DNA companies, so that we can better grasp the pain point of CP in Europe and America; second, the core members of the company, must be the EA, Sega and other core companies have served as technical director, Executive producer, master planning, etc. In this way, the CP negotiations with Europe and the United States will be a hit. Andy hybels his advice.