The new ten-year outlook of Chinese online games will enter the era of big production

All the way to China's online gaming industry, in the first decade of the development of the perfect data, and in the training and support of the players, in 2009 finally boarded the world's largest consumer market throne, but since the Chinese games industry has begun to face the plight of slowing growth. The decline in data for two consecutive years has led to a variety of pessimistic rhetoric in the industry. Although the Chinese online games industry has been faced with the bottleneck of the debate is still continuing, but the major game companies have begun to adjust the strategy, a change of speculative product development model.　　From the current main online game company's product plans, the introduction of more pragmatic, more comprehensive "big production" has appeared in the major online games enterprise product schedule. Online games Market Growth slowdown: Product "homogeneity" as the main cause according to the report, the 2nd quarter of 2010 online game market size of 7.34 billion yuan, although compared to 2009 2 quarter year-on-year growth of 8.8%, but the chain fell 1.8%, and Analysys International data also shows the chain decline of 0.5%. This is the first time the Chinese online gaming industry has seen a decline in market size. At the same time, the China Internet Network Information Center survey reported that from the end of 2009 to the first half of 2010, China's online gaming users only increased by 11.9% at the end of 2009, the lowest growth in nearly 5 years.　　Time "bottleneck theory", "Saturation theory" four. The industry generally believes that the growth of online games in the development of a decade after the slowdown in one of the reasons is that the industry's rapid growth in the past because of the demographic dividend factor, that is, the entire Internet users and game users of the rapid growth of the industry to promote the development.　　Secondly, the diversification of entertainment content, micro-blog, SNS community and web games have caused the user's diversion. "Homogeneity", "cottage" is also a bottleneck restricting the development of online games industry. The first 10 years of online games, the market has not yet saturated, which from the objective cause of the capital into the online games to earn fast money psychology, rapid development, rapid launch of the "short, flat, fast" mode to make the game content lack of creativity, rules, play the same. In addition, the domestic operators in the South Korean game, and did not pass careful testing, blindly introduced, coupled with the South Korea's follow-up research and development, version delay can not be updated, technical problems have been delayed to resolve, resulting in loss of players. In the operation of the promotion of the lack of innovation, network reds, grassroots stars, or even star-Yan star, become the mainstream of the game of propaganda, the product image and the game of word of mouth to build help very little.　　Q coins, ipad, car, house and other formalism of the marketing campaign is more to the player false, big, empty impression.　　In addition, at the 2010 gaming industry annual meeting, major companies considered that from the product line, the lack of masterpiece in 2010 was one of the important factors in the market slowdown. Fine-quality, masterpiece: The Sign of the enterprise to mature in such a market environment, only by marketing means can be profitable days are gone. Chinese companies are also beginning to focus on "fine" and "masterpiece" to positively respond to increasingly fierce market competition, China's main gamesThe firm's response was more pronounced. Between 2010 and 2011, major companies announced or disclosed a high profile of the "big production" timetable-grand "star Change", The perfect "smile Proud River", Sohu swims "Deer ding ji", Snail's "Nine Yin Canon", the Target Software "Heroes 3" and so on have begun a large number of publicity exposure; and from Japan and South Korea　　There are rumors of "Jian Ling", "Ancient Century", "TEAR", "C9", "Rocky Hero Biography", "Final Fantasy 14" and so on entering the Chinese market. In addition to this product cooperation, has been through the transition phase of the Korean game, but also aimed at such opportunities began to China gold.　　First of all, gold in the tiger joined the "Deer Ding Kee" research and development team, and recently known as the father of "Heaven" song in Beijing, is said to be in this year to board the platform of the Chinese Game Developers Conference, become the first Korea to China's important speaker. Grand CEO Tan's comments can almost represent many game enterprise's view: "The Masterpiece" is one of the Grand game product layout direction, is also the global net swims market present development tendency. And the major companies operating decisions also give us the answer, simple plagiarism, shoddy game is no longer like a few years before the same access to market opportunities, in the market saturation situation, only in the product on high investment, painstaking effort to create "big production" is the only way. (Digging the shell net)