The tenth session of ChinaJoy in Shanghai New International Expo Center officially kicked off

As the most Grand game industry exhibition in China, this year's ChinaJoy attracts a large number of game practitioners. In the main industry and media-oriented Summit forum and various sub-forum, the industry boss's speech shows the various "trends" of the game market this year.

The 2012 1-June China Gaming Industry Report, released at the meeting, showed that the real sales revenue in the first half of 2012 was 3.82 billion yuan, up 46.7% from the first half of 2011. The growth rate of the two is almost three times times. Innovation, transformation, cross-border and sea became this year CJ talk about a few key words.

Innovative advantages of research and development highlight

"The decline in industry growth shows that the bubble in the online games industry is starting to be squeezed out and really on track," said NetEase's CEO, Ding Lei, in a speech at the Summit forum. It is now entering a brief period of self-regulation, and the return of a decade of glitz has only just begun. ”

The market slows down the whole disk, giving the real strength of the game enterprises to occupy the market opportunities, many with research and development strength and innovative products of the game manufacturers in ChinaJoy not only not shrink, but increase the strength of the introduction of new products. This time on the ChinaJoy, the snail company from the real martial arts games "Nine Yin Canon", to the new fantasy steampunk "black Gold", as well as the new shooting game "Penguin War", the introduction of a variety of the latest flagship game. such as NetEase, snail company Such "endure loneliness", has been buried in research and development and adhere to the innovation of the game company in the new round of market adjustment, gradually show the advantages.

Snail company CEO Sihai said in an interview, "Now China's online games market has to spell teeth, only with research and development strength and talent accumulation to get the market, technical strength and innovative ability is flowing in the snail's blood vessels in the gene, but also in the current market situation can exert the guarantee.

Industry big Guy March on page tour

In the client online game growth slowed, while the page and hand tour market is resorted, the number of users and the market size of high-speed growth. "2012 1-June China Game Industry Report" shows that the first half of 2012, the Chinese game market web games and mobile gaming market, the growth rate of 46.7% and 54.4%, the number of users has reached 205 million people and 78.2 million people, page and hand tour has become the main driving force for the growth of online games market.

The net swims the big guy to start a high profile to enter the page swims and the mobile swims the domain. At present, including Shanda, Giants, the perfect world and other companies are in the layout of the Web game, snail company has set up a page tour division, the second half of this year will have two page tour launch, and will launch the "Dragon War" mobile phone version, test Sailor Swim.

Many of the page tour developers have said that the traditional end of the influx of the giant to make the page tour market quickly into the Red Sea, competitive pressure will be very big. The page Tour Industry category subdivision more obvious, the industry development intensifies, the player to the page travel quality and the service request is bound to be higher. How to develop such as "seven-male hegemony" "Immortal Way" This is the innovative features and the quality of the work of the game, is the page tourism development enterprises in the competitive market for the survival of the road.

Cross-border integration has become a trend

In addition to the focus of the page to focus on the ChinaJoy, the most mentioned in this time is Cross-border integration. In this digital interactive entertainment exhibition, the first set up the entertainment Industry Cooperation forum. The Cross-border integration of online gaming and entertainment industry has become a trend, and entertainment marketing has become an important means of online games promotion.

From the pan-entertainment strategy of Tencent to Kirin "Mask 2" of the three-screen, and then to the snail company in the 2012ChinaJoy High-profile debut of the "star Entertainment" strategy. The deep combination of online games and film elements brings a wave of cross-border entertainment marketing. IP licensing as the axis, the game based on the cross-domain, Cross-platform expansion mode to become the direction of the development of online games.

Snail Company "star Entertainment" strategy for the new generation of entertainment in the crowd, the selection of a large number of princes and princesses, through the new entertainment platform to form a different theme of cultural idol groups, in these idol groups will be implanted into the game, implanted into the micro-film, video, dance, live performances and so on all aspects, Finally realize the line online and the user's full interaction. The first season's name is the Prince Constellation, this is China's first quality interactive entertainment Group, the first constellation in the background of the idol group.

Snail company Shanghai Branch general manager Wu in the Entertainment Industry Cooperation forum to speak: "in entertainment marketing become every enterprise must use the means, entertainment resources upstream entertainment resources have become a battleground, who can rob High-quality Entertainment resources, who will lead the entertainment trend." ”

More attention to overseas markets

As a new power of the cultural industry, China's online game has been surpassed in the past decade, especially in overseas exports. Especially in the last 5 years, China's online game export scale has turned six times times, in the entire Chinese culture industry out of the industry is unique! And all over the export and successful operation of domestic online games, martial arts theme occupy most of them. It can be said that the Chinese martial arts culture is using the great influence of online games to spread more deeply in the world!

More and more Chinese original online games have been successful overseas. NET Dragon's "Conquest" has become Egypt's "national game", snail Company's "Nine Yin Canon" is in Europe and the United States and other mainstream market access to the players recognized by Kungfu superstar Jet Li endorsement of this martial arts theme game will open on August 8, the global Chinese public test.

The tenth session of ChinaJoy recently released data, the first half of 2012 China's independent research and development of PC games overseas export sales of real income of 1.13 billion yuan. During the exhibition, The Perfect World, Shanda game, giant network, snail company and other domestic leading online games enterprises have announced to further go abroad, expand overseas strategy. In addition to the major listed online game companies, in recent years the emergence of web game manufacturers and mobile game manufacturers have launched a plan to go out. With the domestic game market competition increasingly Red Sea, overseas markets will be the next focus of contention.