Two Faces of Chinese game industry: You come in and I'm out.

Xu Jieyun [Angry bird developer--rovio announced entry into China and has established its first branch outside Helsinki.　　In order to curry favor with China, this September it will launch the bird with the theme of mid-Autumn Festival, the Chinese game market, the local want to go out, foreign is squeezed in. According to the Press and publication administration figures, China's online games export revenue last year 230 million U.S. dollars, an increase of 111%.　　The perfect World, Shanda, nine cities and other Chinese game companies are trying to export products abroad, in Southeast Asia to open up Europe, America, Russia, Brazil and other markets. On the other hand, foreign emerging game makers are eyeing Chinese cakes.　　Last week, global social-game giant Zynga and the Angry bird developer Rovio into China. There is a big difference between one and the other. Zynga and Rovio are more likely to penetrate the "fragmented time" of casual gamers in the name of "light entertainment", and have strong channel support such as Tencent's open platform and many consumer electronic intelligent terminals.　　And the Chinese game industry to go to sea also need to solve the construction of proprietary channels, product form and consumption habits, cultural identity barriers and so on. You come in, I'm out. Press and Publication department official statistics show that 2010, 34 of China's online gaming enterprises self-developed 82 online games into the overseas market, to achieve sales revenue of 230 million U.S. dollars, an increase of 111%.　　Revenue has doubled 4 times times compared to 2007. At present the domestic net swims overseas output is the most leading is the perfect world.　　President Zhouqi revealed that the company's 2010 overseas market income of about 97 million U.S. dollars, accounting for the Chinese online games exports nearly 40% of the share. More followers are walking on the road.　　Although overseas markets currently account for only a small percentage of Shanda's game revenues, Tan, CEO of Shanda Games, believes the ratio will rise to 20% over the next three years. He said that in Wednesday, the company's MMORPG online products "Dragon Valley" began to be tested in the United States.　　Shanda Games released the first quarter of this year's results show that the quarter's overseas revenue reached 10.2 million U.S. dollars, an increase of 46% per cent, has been exported to 49 countries and regions.　　Nine City vice president Park also revealed that their first since the research products "the famous three" also began to export overseas.　　In the traditional online games to the Chinese delegation, foreign emerging light entertainment game operators are also speeding up their pace. Last week, Zynga entered China with Tencent's open platform and launched its first localized game.　　The world's largest social gaming company, which has officially applied for an IPO early last month, will raise $1 billion trillion, now valued at $20 billion trillion. "China is an Internet power and must not be overlooked." "Zynga China's general manager, Tian, in an interview with the first financial journal, repeatedly stressed the great potential of China's social gaming market."　　At the same time, the Chinese market is also its choice to get rid of its over-reliance on Facebook. To enter China, Zynga has spent more than a year on the layout. Last May, Zynga bought a Chinese social game to open, and set up China office in Beijing.　　Tian told this newspaper, the current Chinese team has more than hundred people, mainly engaged in technology and product development. In just two days, the Rovio, a developer of the Angry Bird, announced its entry into China and has established its first branch outside Helsinki.　　To curry favor with China, it will launch a bird on the theme of mid-Autumn Festival this September. Profit logic analyst Ningbo said the Chinese online gaming companies are enjoying more policy dividends.　　As domestic policies still do not allow foreign companies to operate in China, foreign operators can only choose to export content permits to China, Chinese companies often do not have such trouble overseas, with the help of the infiltration of authorized downstream operations, to obtain more revenue. Zhouqi to reporters. To foreign agents authorized to operate China-made games, in the local sales of 100 U.S. dollars, the general distribution to the developer only 20 U.S. dollars.　　If China's online gaming companies open wholly-owned subsidiaries overseas, this 100-dollar income will be all in the bag.　　He revealed that the perfect world overseas layout is a comprehensive transition to self-employment, has set up a wholly owned subsidiary in the United States, the current overseas revenue of the self-rate of 60%.　　Unlike Zynga, Rovio, the concept of light entertainment, the current Chinese game industry output game is still dominated by traditional client-side games.　　Research Institute Wenrui report shows that 2010 China's export of more than 100 online games, internet client games accounted for 62.8%, web games accounted for 28.3%, mobile games accounted for 8.9%.　　But in the most mature Europe and the United States, Japan's game market, pc-based client-side network games so far is not mainstream, based on home games consoles, handheld games and other proprietary terminals of the game still dominate. Domestic companies have apparently noticed this.　　Tan Prior to the interview revealed that, in addition to iOS and Android platform games, Shanda games are currently in the development of XBOX360 based on the home game platform products, is currently in contact with overseas distributors. In addition, Zynga and Rovio are standing on the shoulders of giants. Zynga's success is almost dependent on Facebook, a huge platform.　　Now in China, they have chosen Tencent on a gourd-drawn basis, and the platform has gathered more than 120 million active users. Rovio's global success has benefited from the huge intelligence terminal platform. Apple's latest earnings show that the Chinese market accounts for 13.3% of Apple's global share, apparently becoming a huge cake for the birds.　　The company predicts that by the end of 2011, China's download will reach 100 million, the current global download volume of 300 million. And China's online games export still to their own development, operation of the vertical layout, fragmented, the scale is insufficient.　　An online games industry personage thinks, the current domestic industry's brand influence is limited, the overseas strong channel still is absent.　　In addition, consumption habits and cultural adaptability seem to be a threshold. The most typical example is that, in China, game-free prop fees have become an early industry practice, while in the US market players are more comfortable with buying copies orLong-time payment, the pursuit of the fairness of the game.　　This is even one of the reasons why China's online gaming industry has been hard to get US investors to understand and the Chinese gaming stocks listed in the US are always on the low side. Park also mentioned that the current domestic online games more around the Chinese mythology and Sword Fairy martial arts theme, to curry favor with local users at the same time, overseas markets to accept it is very difficult.　　This is the reason why Chinese online games have been exported to Southeast Asian countries, such as Vietnam, by the radiation of Chinese culture. Obviously, this has become the bottleneck of Chinese online games export. Zhouqi that the Southeast Asian market has been relatively saturated, the future largest overseas market in North America and Europe.