The turn of the traditional game giants in the mobile era

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When the mobile age comes, for the world's gaming industry to bring another ray of dawn, those who once the game Empire seems to be standing under the sunset, hard to turn; at the same time, countless "FN" is busy embracing the sun, but suddenly looking back, we may suddenly find that those who seem to "lethargic" figure, Still tall under the projection of the rays.

Veteran gaming companies seem to be taking a step in the new era compared to the mobile gaming world, but when they start to make the right use of their existing strengths and resources, the path to catch-up is no longer lost.

Comparison of transformation ideas: a new song with old songs

Giant network recently announced its mobile business management team, and several other domestic companies in the end of the time listed in the same company, ready to rely on the search for teams and products to expand mobile gaming business, through the introduction of successful products to build a platform. This kind of thinking can be called "a complete stove", including the grand, perfect and several companies, are the fans of this mentality.

In Japan, Enix (Square-enix) is another pioneer of transformational thinking. The company was dubbed the "hand-traveling giant" by successfully porting classic IP, such as "Final Fantasy", to mobile platforms. Blizzard and NetEase are the practitioners of this approach. The former has just launched a "monster" IP based on the "Legend of the Furnace Stone" ipad version, the latter is vigorously promote its based on "Dream West Tour" IP Hand Tour Products "Mini West Tour".

Under the two-phase comparison, Blizzard under the guidance of this kind of thinking, walk more cautious. "Stone legend" as one of the first PC-side tour listed, its ipad version also has a more obvious end-brand, and emphasis on dual-end interoperability. The first step in blizzard product mobility is the gradual transformation of users with traditional content and the acquisition of new users.

By observing the legend of the Furnace stone, can see some blizzard for mobile thinking: Based on a strong IP, by different from the market for most card game performance to do a product, the player from the office, dormitory, internet cafes and other PC environment into the fragmented time of the mobile device environment, It is complemented by rewards to transform users-for example, by winning three innings in the legend of the furnace to gain a ride in World of Warcraft.

The concrete manifestation of the difference experience in the legend of the Furnace stone is that compared to the market (especially domestic) of most card games, "furnace stone" requires the player to come up with a relatively stable period of time (10 minutes or so), this period of time mainly focused on bedtime or long commutes and other conditions, to ensure that users think of the time and space. Instead of being like some card games, it only requires a user's occasional one or two clicks. On the other hand, because of the "stone legend" in the "confrontation" on the specificity of the single game does not force players to immerse in the game for a long time.

Blizzard of this special thinking, can be regarded as "square-enix thinking" expansion, based on its own advantages and characteristics, through a strong IP to gather a large number of users to test water.

Old game companies based on their own characteristics of transformation

Blizzard's cautious transition strategy in the mobile age is based on its full consideration of its own characteristics. The Hands of Warcraft, Interstellar and Diablo three major IP blizzard, bearing the high expectations of the game, if you are unfamiliar with the mobile game hastily shot, there is a "hit signs" danger. "The Legend of the Furnace Stone" This product, can be regarded as blizzard based on existing resources gradually achieve a cautious transformation of the first step.

In addition to blizzard, most of the old game companies with original classic IP are now taking such a path, only because of different circumstances and the company's own culture, there are some differences in detail. such as Japan SE first transplant "Final Fantasy", and then launched the original hand tour; The Taiwan company Daewoo is on the one hand to the past classic games (such as the Chinese Paladin, Shaft sword) directly transplanted to the mobile end, on the one hand, based on its own IP development adapter mobile end of the original products.

By contrast, including perfection, Giants and Shanda, the old continental gaming companies are biased to the strategy of the Self-research: first to enable the new team to open up the business, first through the agent product lead, and then into the research products, the perfect based on the end of the "Condor" development of the same name mobile phone game is the code example

Tencent's strategy is much clearer, Tencent based on its most influential social platforms in the country, relying on the huge social platform user groups to drive the development of mobile game products, and to the Agent to supplement the product line.

From the current results, the old game companies can be in the mobile game era of transition success has no longer constitute a question. Blizzard, NetEase, se Walk is a straight road, the perfect Grand walk is also a straight line, and the Judgment Road "is not" standard, it is these old game companies can see their own advantages, and for their unique characteristics to plan the development of mobile game business.