Watching mobile games: a national charge not yet ready

Good times and inflated desires for most people, mobile internet is a booming feast. The success of Rovio and Angry Birds has been an unprecedented spur to a large number of followers who are looking for wildly replicated successes.　　Triniti's success at Apple's App Store has also spurred domestic practitioners to see the hope of profiting from the gold rush abroad.　　Whether it is a personal developer or a large-scale team, all look forward to catching up with this time of the big outbreak. So we've seen where companies are predicting the rise in pay for mobile internet workers, seeing worry's report on the high salaries of Android engineers, and seeing a developer's appetite for capital market mania, up to 66% on Analysys International research.　　Developers are looking to get a boost from the capital markets, and the research Center's data also revealed last year that there were as much as $ hundreds of millions of trillion in the mobile internet sector, with a single pen likely to exceed $13 million trillion. A strong reason to be the triniti of the merger of the Bo. The final purchase price could be between 12 million and 40 million dollars (game state Note: involving performance betting), according to the announcement of the equity takeover. A report before the securities star said that the 2011-year Triniti is likely to achieve 3 million dollars in profits, but also in the 2011 Mobile Internet Peak Forum revealed by the FAI Yuet days of the expected revenue may exceed 120 million, stone interaction also has the potential to achieve 100 million revenue;　　The Asian Times said hot-cool's monthly earnings in Japan were millions of dollars. The positive information about these revenues could make the market more confident.　　While there is still a gap between these hundreds of millions of-dollar revenues, with EA Mobile or Gameloft, a growing number of companies are jumping to new levels in terms of revenue that could send a signal to a large number of developers that there is a potential for the market to continue to do a great job. The beautiful impression of the two markets the foreign moon in the overseas mobile phone application market has been five moving indicators: 1 in the global smartphone shipments, whether from Canalys statistics or IDC data, the first quarter of 2011 has reached 100 million levels, and still in a strong growth period,　　Ovum that 2016 global smartphone shipments will be as high as 650 million;　　2 The number of active users in the world's two smart operating systems, Apple has more than 187 million of iOS devices and Android user activation has also exceeded 100 million; 3 in terms of application ownership, according to Distimo and research2guidance monitoring and evaluation, the App Store and Google Android harsh will reach about 430,000 of the size of this July or August. Even though apps are smaller in BlackBerry App WorldAlso has 26,000, Nokia Ovi is 30,000, Microsoft's WP7 is 11,000; 4 in App Store revenues, Apple's App store revenue last year was $1.782 billion (2011-year increments of $2.91 billion), BlackBerry App World revenue was 165 million USD (2011 year by 279 million USD), and Nokia Ovi Revenue was $105 million ( 2011-year increase to 201 million U.S. dollars) and Google Android harsh revenue of 102 million U.S. dollars (2011-year increase of 425 million U.S. dollars), the global application revenue will be more than a year to achieve a big leap,　　From 2011 's 3.8 billion dollars to 2012 of 5.6 billion dollars to 2013 of 6.9 billion dollars and 2014 of 8.3 billion dollars;　　5 in terms of total application downloads, according to Abi's prediction of mobile apps to 2016 downloads will reach 44 billion times, the current Apple App Store total download more than 10 billion times, and Google Android harsh total download more than 4.5 billion times.　　These persuasive indicators may give domestic developers a surge of energy and covet a piece of cake that can be divided into overseas markets.　　Domestic soil Although the whole domestic application ecosystem is not as ideal as the overseas market, the existing and potential data are still quite alarming. Liu, chairman of Easy Search, said in an interview with the Beijing Business newspaper that the real eruption of China Mobile's internet was around 2013 (depending on the domestic operating environment).　　Jingwei Venture partner Wan Haoki in an interview with the Beijing News that the domestic market will not be blowout in 1-2 years, but in the next 3-5 years there may be a great company. This is not just a descriptive concept of expectations, but a practical basis, because the market is gradually developed.　　According to the Beijing business newspaper forecast data, 2011 Chinese handset Game market output value will reach 4.2 billion yuan.　　According to Iris Market Consulting Group estimates, currently engaged in mobile phone applications or game development of the individual/team may be more than 100,000, and each year a large number of new forces to join in this vigorous business. [Page] Some true or false myths when Rovio's Angry Birds series breaks through 140 million downloads, Outfit7 talking Friends series breaks 100 million downloads, backflip UBM's games (such as monitors toss)　　Also achieved 95 million times when downloading, I believe many developers can no longer pretend calm, some simple and pure entertainment captured the hearts of most of the world's users. This is a memorable appeal, because the player only wants to have simple fun. So one day the Apple App Store America chartsOnce upon a time, four silly bird images occupy the top four of the game's pay list (South Korea's Gamevil Air Penguin, the angry Birds Rio and angry Birds of the Finnish Rovio and Andreas Illiger in Germany Tiny　　Wings) makes people feel incredibly, the complex structure of racking their brains is sometimes more popular than simply pure. In this way some of the game developers to meet the simple demands of the players succeeded, Angry birds by the New York Times as the 2010 cultural symbol, Rovio is busy to create a Disney-like Super Entertainment empire, and become a master of future entertainment,　　It's like the enduring Mickey Mouse image or the countless Snoopy of Charles M. Schulz. These simple games behind the scenes because of the success of the game to get a great honor. Peter Vesterbacka, who launched the Super game Angry Birds, became one of the world's most influential 100 characters, ranked seventh, and Igor Pusenjak became fast because of the introduction of a fairly successful game doodle jump　　Company's most creative characters 100, ranked 14th. Simplicity, creating unparalleled miracles. Even some of the less influential companies or games are also considered legendary cases, such as the 14-Year-old boy Robert Nay launched bubble Ball briefly defeated Angry Birds Holiday Edition (free) or the same 14-Year-old Abdulrahman　　Al-zanki developed doodle destroy also has 1 million downloads of strength. Of course, for domestic developers, nothing is more touching than domestic success stories.　　Yangcheng Evening News once reported that Polytechnic junior students Liang Jianhui and his lonely sign in the application store also has quite good deeds. Success is expected to be replicated, Chillingo looking to replicate the cut of the rope's success, so they rolled out almost homogeneous spider Jack.　　Perhaps honor can also be replicated, and good luck always has the potential to contribute to the next Rovio and the next angry Birds.　　The Broad road and the lack of ease of departure This is a good era and can be practiced by the desire to interweave the road. Apple's App Store gives more support to mobile game developers, with 40% of the revenue generated in the App store creating games (about 800 million dollars), and the same price segment, The game also sells better than other apps: in the 0.99 dollar segment, the game gains $9600 instead of game apps, earning only 3400 dollars; in 1.99 dollars, the game proceeds to 37600 dollars instead of game gains of only 8500 dollars; In the 2.99 dollar segment, the game gains 87600 dollars instead of game average earnings of only 14000 dollars; in the 8.99 dollar segment, the game proceeds to 1280000 U.S. dollars rather than the game average income of only 24000 U.S. dollars, the difference is 50 times times.　　AppAnnie shows that China's developers also basically match the trend, the top Chinese-made iOS applications are mostly game-oriented, in January 2011 and February ranked top 15 of the paid application has 11 for the game, and the top 15 Free application also has 11 games.　　San Jose Mercury News has even claimed that Apple's App store has given China's large number of small developers a good chance of facing a global user market. But such expectations are clearly not enough.　　Although the blueprint is good, in fact, whether it is a domestic environment or a foreign environment or the developer's own creative factors, these are not ready, this is a not ready for a full charge.　　Chinese mobile game developers may also be struggling in the two best markets. [Page] from the domestic point of view: 1 In spite of the large domestic operators and even major mobile internet companies are robbing the App store this cake, but Chinese netizens from the PC era of free use of the concept will continue to the mobile Internet field, in the first place for free, the domestic application store is difficult to form Apple app　　The developer and user ecosystem of the store means that the developer's profitability in the country will be challenged by the user's habits;　　2) The disorderly and artificial elasticity of market regulation and the lack of copyright protection will cause the domestic developer environment to become more deformed, the cottage and the crack to some extent by the user and the market acquiescence, make the developer become weak lone person;　　3 There is no reasonable ecological environment, a large number of developers roamed into the overseas market, making the domestic application stores lack of competitive applications, stores, developers and users triangular relationship into a vicious circle, but in turn make the overall ecological circle more inferior.　　And from the perspective of overseas: 1 in the face of overseas hundreds of thousands of large application group, domestic developers in the work of cultural differences, game production quality, local legal differences and the lack of effective marketing channels and other aspects of the hit, it is difficult to really develop a strong market environment;　　2. Exchange rate issues and international payment links are another barrier, especially in the face of the Android harsh, which does not open the Chinese-paid model;　　3 A large number of domestic works are suspected of imitation, in the overall international open competition market environment lacks sufficient competitiveness. In fact, the 21st century Economic report reported last year that 70% or 80% of China's tens of thousands of iphone developers may struggle to make a living. This is similar to Ian Masters's view that 90% of iphone appsNothing, only 7% of apps are lucky to make ends meet, and only a few 3% of developers are profitable, and the top 0.1% games are really getting rich.　　Cottage and helpless cottage art a very obvious fact: in the public opinion of the same platform of the Shanzhai behavior is considered worse, but the different platforms between the cottage is more tolerant, and even some players will think that these Shanzhai products bring the platform does not have the thing to recognize this cottage transplant.　　Whether it's Cityzen to CityVille or office jerk to monitors toss or Rope cut to cut the Rope, the cottage has always been a disgrace to the creativity of the game. In our previous prosperity to the cottage, the cottage will be our industry development on the road a cup of poisoned wine, thirst temporary satisfaction will eventually harm the industry's normative.　　Copy to Thina (Yes) and create in (No) are fraught with worries about the future.　　Similarly, Vince McDonnell and his zombie farm are clearly more creative, and zombie farms combine Farmville with the wonderful parts of the zombies and create a relatively influential game in Apple's App store.　　If the cottage can be a little artistic, it can not be simply a rough transplant. Independent developers say a lot of developers agree to do evil first, because in the field of mobile gaming is actually very difficult to survive. The survey from Analysys International says the mobile gaming development team in China is relatively young the establishment of 2 years accounted for 63%, 20 people within the size of the company accounted for 57%, of which 17% or individual developers, most of their product development cycle is fairly short, one months to launch the work of up to 57%;　　Revenue performance is also quite unsatisfactory, is a pure loss of the state of more than 31%, monthly revenue below 10,000 also has nearly 20% of the proportion.　　In addition, as much as 66% of developers have financing needs (15% of which are financed), is it surprising whether they have financial pressure from the start or are they really in need of capital to support their continued expansion?　　The threshold of employment is quite low, the entrepreneurial team is very large, coupled with the overall ecological environment is not satisfactory, the developer community in the first evil and then the mentality may abound. But this is not a normal mindset.　　In principle, China's vast developers are independent developers (independent developers of the creative and industry exploration is quite strong), all belong to the small studio behavior, should be more consideration of creative needs to be possible from the market to explore a new opportunity for survival.　　The cottage is not a way to settle down. [Page] game-related exploration for most developers, PopCap's slow corporate philosophy buildsThe classic game like Plant vs zombies is not necessarily appropriate, after all, not every developer has a similar PopCap capital base and corporate culture. But following some basic ideas may help to get some key elements in the development and production of the game, such as Doodle jump developer Igor Pusenjak that simple and repetitive gameplay is critical;　　Oli Christie, chief executive of Neon play, believes that the game must first make itself happy to infect the player, independent game developer Alistair Aitcheson that the game's screen and image design need to impress the user at the first time. Game states have done a number of different mobile phone games, such as Angry Birds, cut the rope or tiny Wings, and collation summed up as: 1 fully consider the characteristics of the operating platform, Angry Birds success outside rumors borrowed a lot of points, including ski athletes Anja Pärson's recommendations on television, including Rovio years of industry accumulation, and so on, but actually the reason for Angry birds soar is definitely related to Apple, Angry birds for the iphone features of the game design, which is vital,　　So those who expect a game to succeed once and for all on all platforms may need to re-examine this, and each game needs to take into account the features of platform and user; 2 lock a larger range of user groups, whether it's a paid download game or a free mode game, the user download base is the premise of the application to get attention, so as far as possible in the game design can make different levels and needs of people can get the same satisfaction, those long-term control of the list of games such as fruit　　Ninja or Angry birds have such characteristics; 3 first and their resonance to impress the user, the game and other products like the need to match the needs of the user to get enough recognition, the developers themselves to the game's satisfaction and confidence is a product to market important factors, Freeverse Studio launched the top of the game　　Gun is not a success in many details even Justin Ficarrotta feel the need to improve; 4 to provide simple entertainment, we have analyzed the Birds angry from the air Penguin of Korea Gamevil, the angry Birds Rio and Andreas Illiger of Finland Rovio to Germany tiny Wings　　Four stupid bird image Why can have similar success, perhaps these are to provide users with a good template for simple entertainment; 5 has repeated the ability to play, Tiny Wings is the classic case of this model, the short wings of the birds every drop is full of luck components, can let the playerIn every experience have fresh feeling;　　6 can obtain the user's emotion input, the month active quantity and the daily active amount becomes the application following the download quantity another important index, the user's stickiness becomes one must consider the question, but lets the user return the game the decisive way continuously is lets the player to the game have the good opinion;　　7 The game into a process experience rather than task execution, the game for the player more significance lies in entertainment, if you can let the players in the implementation of the game to experience the whole process of the good will greatly improve the experience and taste of the game;　　8) Pay attention to the marketing of herding theory and sensational effect, for applications to enter the market early marketing is essential, a mobile phone game's average life cycle is only 10 days, and in a similar Apple App Store environment, the initial download will determine whether the game can be successful tipping point; 9 Reasonable pricing and promotional methods. Take the Apple App Store for example, 0.99 U.S. dollars to download more than 230 million times, 1.99 U.S. dollars to download 130 million times, 2.99 U.S. dollars to download the 70 million times, to 9.99 U.S. dollars is only 1.4 million downloads. such as Capcom's Street Fighter IV freezing point promotion strategy and the Tang Zhongning of the Three Kingdoms-shu Chuan from 2.99 U.S. dollars adjusted to 0.99 U.S. dollars are relatively successful price strategy cases. (This article for the game state/gamerboom.com, if you need to reprint, please contact: Game state)