The rise of social games "stealing vegetables" detonated the network economy

"Wang, do not go home to collect food?" "Such dialogues are common among white-collar workers nowadays," he said.　　This theft is not stolen, said is currently very popular "farm game."　　"Happy Farm" as the representative of social Games, despite the popularity of white-collar, but the domestic social games in general, still in the primary stage of development. Industry insiders have pointed out that SNS (community site) is most likely to appear next to Google's domain.　　Happy NET, Renren (original network) and so on in the domestic internet market, but also makes for this kind of website development game components of the company hot.　　But in fact, most of the developers of social games are not as beautiful as the surface, facing the game of SNS and the shortage of operating funds.　　Success stories "Happy Farm" The birth road there is news that Tencent will spend millions of of the domestic hot "happy farm" income bag. Although "Happy farm" developers five minutes Limited (hereinafter referred to as five minutes) COO Xucheng to deny the above rumors. But he then confessed to reporters at every economic news, five minutes and Tencent on the "Happy Farm" in fact, reached a special agreement, "Tencent's particularity now, five minutes can be withdrawn at any time ' happy farm ' in other flat Taiwan's right to use, but Tencent can independently decide ' happy farm ' open and closed.　　"Tencent, which has a huge domestic user population, can see" Happy Farm ", at least to show how popular social games are now.　　According to the latest statistics of Renren, five-minute development of the "Happy Farm" total number of users have reached more than 23 million people, daily active number of nearly 3.8 million people.　　In fact, the popularity of social games is now five minutes of surprise. "The first, five-minute, more than 10-person team, all day, is tired of making web-favorites apps and network outsourcing tedious work, making enough money to keep the team."　　"Xucheng said.　　2008, the Internet market, one of the most sensational event is the birth of happy net, in the fierce market competition environment, by virtue of the site platform on several new game plug-ins quickly in the SNS market open to expand soil, and once beyond the industry boss Renren and 51.com. At the same time, an accidental opportunity, a five-minute network outsourcing client asked the company to make social applications. Company founder Gao Shao Fei, Xucheng contact with social games, happy Net's crazy expansion let them realize the development potential of social games, from five minutes began to enter the industry.　　At first it didn't go well, and before the "Happy Farm", five minutes had developed three social games, but all ended in failure. The success of "Happy Farm" completely benefited from the originality of the game, Xucheng quite proudly said: "So far the company has not invested 1 cents in advertising costs, nor any promotional channels, are relying on the user's Word-of-mouth legend."　　According to an industry personage estimates, five minutes this year's profit can reach about 3 million yuan. Development bottlenecks social games face heavyStress however, not all social gaming companies can catch up on a five-minute day. SNS Application Consulting service from the beginning of the rise of domestic SNS Shangzhiyuan imagined the CEO to be independent to the daily economic news, said: "China's social game developers are mostly facing the pressure of capital." In fact, these games are not difficult to online, but with the increase in the number of users, server and bandwidth corresponding increase in the funding from where?　　"When all kinds of costs to rely on game fees collection, but also often face the pressure of user loss."　　Take five minutes as an example, the initial expansion of the server, the communication between the platform spent five minutes a lot of energy, the original game on the line on the plan to take the model of "Happy Farm", the fee will be changed again, the final discussion decided to start charging on Christmas Day in 2008. Xucheng admits: "In deciding to start the charge of that period of time we are very disturbed, do not know what will happen, will not because of the charge and lead to a large number of users lost." "These problems, along with the" Happy Farm "charges the first day of the unusually smooth and disintegrated. Five minutes CEO Gao Shao Fei has been in the interview revealed that in the "Happy Farm" to launch the first day of fertilizer props received 8000 yuan, and at that time the most fire poker community games, props daily sales of the highest also only 2000 yuan.　　Later things we know, Xucheng by the "Happy Farm" to dig "first bucket of gold." "Happy Farm" popular, so that other developers are a large number of imitation, a time of various "farms" springing up.　　In Renren's "Most popular apps" list, the top 10, in addition to the "Happy Farm", have 2 games that are very similar to the "Happy Farm". In addition, social games also face a shorter life cycle.　　In general, social gaming is believed to have a life cycle of only 3-6 months. Analysys International analyst Yuyi pointed out: "This market is not small, we all want to horse rodeo." The degree of homogeneity is very serious, the life cycle of the product is worrying. "Ren self-reliance also admits:" The overall development of the early stage of the domestic developer team is generally relatively small. And more or less there are traces of cloned foreign-quality games.　　"[Page] survival status developers and platform quotient game Tencent's" Happy Farm "of the acquisition of rumors, revealing the industry platform and developers delicate game relationship.　　The relationship between the two is complementary, a good platform is the premise, developers creative games will also bring more users to the platform.　　But at present, the developer feels more, the platform merchant occupies the strong position. The current domestic social games, basically through the sale of virtual currency to make a profit. Because the open model of the domestic platform is not the same, developers can only be divided into revenue with the platform business.　　For example, "Happy Farm", in addition to Tencent's products, "Happy Farm" are embedded in other websites, and then the user's consumption income to be divided. A person in the industry said that some of the community sites and game developers of the agreement as an example,The proportion is 52% and 48%, which is the higher percentage that developers can get in the industry. If the server is also provided by the platform provider, the proportion of Taiwanese businessmen will be higher.　　If Tencent is such a size site, and developers to reach a share of the proportion may even reach 80% to 20%.　　What's more, because of the relatively low entry threshold of social games, while social gaming is increasing in value, some Taiwanese businessmen choose to abandon the developers themselves. Happy net on the farm game is created by the happy net itself, in this game not only appeared the virtual currency, but also appeared advertising revenue.　　Cofco Group of a beverage advertising has been in the net of the farm game appeared. "We rely on social networks to follow their strategic development." But most social-game developers think they are more constrained.　　"When it comes to the development bottlenecks in the industry, Xucheng throws that view. Xucheng For example, "for example, we charge users, we use the toll port for Renren." We have no way to the payment group analysis, so that we will be difficult to the user a deeper step of the subdivision and research, there is no way to further improve, create better products.　　"The market prospects for the next wave of growth" fuse "so for companies such as Tencent, and" happy farm "cooperation means what? "This is a manifestation of a new sense of openness that is growing," Jinneri, an analyst at Eric Consulting. To grasp the core game, and then open a part of the Platform for income sharing, Tencent is also beneficial. "In fact, Tencent's research and development capacity is still limited to the overall development market capacity, and a large number of Internet users have a variety of needs."　　According to a statistics earlier this year, the QQ space of the monthly login account number has exceeded 200 million, more than the same period of Facebook login number. More importantly, 200 million QQ users in China is a very large group of netizens, Tencent once intended to open these customer resources to third-party software companies, so that they provide users with a wide range of products and services, its open power will be the market share of Tencent, performance and the value of markets led to explosive growth.　　At the same time, open Internet companies replace closed businesses, or will restructure the future of China's Internet landscape. 　　Abroad, there is a precedent. As of this June, Facebook, the famous American social networking site, announced that it had 450,000 applications on its platform, with more than 1 million developers worldwide offering a variety of applications.　　Facebook offers a very open platform, a policy that has never changed and the platform has not been split with developers. Foreign research firms have estimated that the entire Third-party app's revenue in 2009 is about 300 million ~5 billion dollars.　　Facebook is expected to make 580 million dollars this year. While earning a huge income, Facebook relies on an open strategyTo cover Google, the latter has also been an open strategy to defeat Microsoft's foray into the internet sector. "Facebook in the United States doesn't need to be split up with developers, and most of Facebook's revenue relies on advertising, so we're doing a good job on Facebook right now." Xucheng admits.　　However, he remained reluctant to disclose the five-minute profit on the overseas, saying that it was "similar to that of the mainland". Just a few days ago, Mackgrowen, general manager of Playfish China, a well-known foreign community gaming company, pointed out that Chinese community game practitioners were too quick. In Mackgrowen's view, in cooperation with the domestic community game practitioners, the domestic community gaming platform more emphasis on short-term profit targets and the proportion of game developers is too high, "some mobile phone game operators even require 90% of the profit split." "For the platform trader to go it alone," Xucheng said: "This is temporary, and in the long run such things will not happen often." Because the advantage of the platform is not to play games, as social games become more and more complex, the site is also more inclined to give professional team to do.　　"Because of this, there are insiders said that open, will also be Tencent and other Internet oligarchs wise choice for the future." RELATED LINKS Social games develop rapid social games (Socialgame), is the last two years in the SNS platform for the new game form. They are easy to operate, subject to interesting topics, mainly rely on interpersonal network to operate and spread, emphasizing the interaction between friends.　　Although the birth time is short, but thanks to the popularity of SNS platform, social games developed rapidly, foreign Facebook and other platforms on the emergence of a large number of active users of millions of products, domestic also appeared in the sale of friends, car parking and other social games popular phenomenon. Not only that, the landscape of Facebook and other social networking sites has also led to the development of its component companies, with the creation of a 3-year social-gaming developer, Zynga, who has received 29 million dollars in funding and claims its 2009-year income will exceed $100 million trillion, Playfish, Playdom and other companies are also very lucrative.