The page tour projection behind the hand tour joy

Sina Science and technology Menghong over the past four days, more than 200,000 people have been in the ChinaJoy exhibition field shuttle. Although the total number is slightly higher than last year, many game makers feel the "heat" has fallen. Perhaps this is not unreasonable, on the one hand, the industry forum few traditional big or amazing language appeared, the other one day the highest number of exhibitors is indeed inferior to last year. However, the degree of attention to hand-travel has increased. During this year's ChinaJoy, almost every industry conversation talks about hand-swimming, and almost every night has a hand-ring party. In this period, the Huayi Brothers and other A-share listed companies, in the concept of hand-swim under the impetus of stock prices soaring, like a "fuel". Therefore, some hand-tour practitioners Spirited said: "Hand tour will enter the Golden age." However, there are other hand-travel practitioners who would be very cautious: the door to a hand tour has been closed. Hand tour in this time last year, a hand tour single month revenue over 5 million, has been able to become the focus of attention. A year passed, the threshold was ready to rise to 50 million. Games, IDC and other published reports show that the first half of this year's online game market, only the hands of doubling growth, end of the tour, the page is almost stagnant. With the rapid development of mobile Internet and intelligent mobile terminals, online games have become a sharp weapon again without suspense. It is said that a lot of data hot hand tour enterprises, are in close with the capital entangled pull. Then there is the voice of doubt: if it is so good, why to seek investment, why sell? And deep pockets of the end of the enterprise compared to the hand tour companies are often weak. Those hand Tour team quickly set up, and then buy a house to buy a house gossip, in fact, is the industry's subconscious sense of insecurity mapping. For example, page tour over the past few years of development process, is a hand swim can not escape the projection. It's even like some kind of fatalistic omen. Culture is the first driving force of the game. However, hand travel by the mobile terminal hardware and size restrictions, in the construction of the entire game architecture has a congenital weakness. The thickness of the game content is closely related to the life cycle of the game. The page swims past has been criticized the short life cycle, now the hand swims also faces the same problem. A hand tour, if only stand-alone version, even if the fire all over the world is soon into silence, online version can extend the user's life cycle to some extent, but at least it is still difficult to compare with the end of the tour, compared with the page is still inconclusive. That is, the end of the tour itself, in the overseas capital markets also because of life cycle problems, it is difficult to obtain higher value recognition. Leave aside the content does not say, the page swims leaves the hand swims the biggest psychological shadow one, is with the promotion channel game. Excellent game launched this year's hand tour "My name is Mt" great success, currently active users 2.3 million. Excellent game CEO Shanhu told Sina Technology, in the North American market "early one dollar can buy five users, now three dollars can buy a good", and in the domestic "early is a few cents a, now stable buy is seven dollars a". Get the cost of users to upgrade, so that the game content production companies are particularly worried. However, even more let the Hand tour companyThe heart is that one day they and the channel relationship, recreate the page tour now scene. Now in the page tour industry, game production companies tend to be sad reminders, most of the revenue by the channel grab, the two sides 1:9 of the proportion is not uncommon. Over the past few years, Blue Harbor's business priorities in the end of the tour, the page tour, the transfer between the hands. Therefore, the Blue Harbor CEO Wang Feng will have the opportunity to each kind of channel (platform) to shout: Must hold 55 to divide the bottom line. Hand tour from the beginning to face a more powerful channel, even more difficult than the page tour situation-the internet has enough residual traffic for page travel consumption, and the hand tour discourse right more concentrated in several channels. Wang Feng's ranking is: 360, UC, 91 (Baidu (127.56,1.71,1.36%)), Tencent, while the rapid growth of millet and oppo two. And the same as the page, the hands of the developers, there is little to the slightest confrontation with the channel of capital. At present, Blue Harbor's hand Tour products "Sword of the King" Monthly water 40 million yuan, he hoped that the number can be doubled. At the same time, Wang Feng also said to Sina technology: "I today than the January before the product online more fear, the market into the eve of disorder." Together with the end of the tour giants. That is to have listed overseas six companies: Tencent, NetEase (65.73,-1.35,-2.01%), swim, grand, perfect, giant. In the previous report, Sina technology has outlined a number of hand travel strategies. These end-tour giants hold heavy money, in the subject matter, research and development, promotion has a general hand travel company is difficult to shoulder the investment. "Hand tour industry is not optimistic, the field of the top ten companies have been clear," Wang Feng said that the future development of hand tour, can not use the course of the end of the comparison, each participant in the hands of the participants, especially developers, the prospects are not optimistic. The page swims to change in the final analysis, the page swims the past few years of development, cannot but let the hand swim beware. In fact, the page parade itself is rethinking whether the current model should be adjusted. "Two years ago the introduction of the Web game, we do not particularly value the quality, but the importance of the profitability of the web game." Everyone wants to convert the flow into money, the first week can not make money, no one to push, new entertainment brother (ie 51wan) CEO Liu recalls. 2007 51wan Since its inception, has been focused on the page tour industry. Compared with the end of the tour, the page and hand tour is the development of low cost, fast cycle of products, it is also easy to lead to a large amount, and then develop into vicious competition. Unlike the end of the tour, the page is often short-lived because of the life cycle, and try to let the game charge point forward, so as to allow players to pay. These two aspects are mutually reinforcing and aggravating each other. Therefore, the web game is often a high rate of user churn, to the end are paid players playing. Last year, when the "Immortal Road" jumped, 51wan also emulated its model, for example, in its own "martial arts 3" product to remove the player trading market, all items must be traded through the official store, so the funds are in the hands of the official. The copycat action now concludes: "Wulin 3" even appeared in the single-service online less than 10 peopleConditions。 Although this server has a significant amount of recharge, the 51wan decided to change this way. The previous product performance, based on small and non-paying players, also led to a 51wan decision to make a change. "Now we are more interested in later retention," Liu said, "players continue to play, in order to bring enough benefits." According to this idea, "martial arts 3" in the early test of the next day retention rate of 54%, the industry average is about 20%. Of course, the game is still in the early design of enough pay points, otherwise it is difficult to impress channels and platforms. The idea of the channel is also changing, ChinaJoy 360 Vice President Chen said that the essential feature of good games is the high retention rate, she pointed out that the long-term retention of the user value is several times in the short term. At this stage, whether it is a page or hand tour field, 360 are the best one of the promotion channels. The tour gives another possibility. Cruise President Chen Deven revealed that the company's Seventh Avenue, which focuses on its page tour, is a 21 million-dollar water flow that accounts for half of Seventh Avenue revenue. and the Seventh Avenue Tour overseas Main market is not Southeast Asia but Europe and America. That's good news, of course. Overseas development, can still be for the hand tour companies can learn from. When the page tour started booming, there are also a lot of capital operations, there are a pile of page tour companies are expected to be listed soon. Almost the same scene, now in the hand tour industry. "This may not be a good thing", said Wu Gang, chief executive of the company's rock, in a recent note: "Hand travel is a big advance in China's capital markets."