Web game big scuffle easy to run difficult

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"Xiao Yue Yue" event in the Internet is being spread surging, a flash games "small moon War Little W" also occasion began to become popular, this fully verified the small game developers of the rapid response ability. In recent years, leisure and fun of the web Games has developed rapidly, is considered to have not fully developed the "blue Sea", and even the analysis that its development potential will be more than large-scale online games.

However, the web games also face the bottleneck problems such as the risk of policy supervision, the serious content homogeneity and the single profit model. This issue of the business Circle invited to the industry representative of the mainstream enterprises to participate in the discussion, hope that the future of the Web game enterprises to find a sustainable and healthy development of the road.

Confusion One: content homogeneity, affect the player experience

Problem: There are many web game platforms, the content has obvious duplication and simple imitation of the trend, but as players on the game products and user experience requirements continue to improve, user stickiness more and more challenged.

Ideas: In the original some of the successful play on the limit of innovation. Innovation is not just content innovation, for different regions to design the same game of different play, for the player is more attractive.

Liu: The homogenization of web games is mainly due to the difficulty of the majority of enterprises to bear the short-term revenue pressure. When short-term profit objectives conflict with the provision of innovative fun products, often profitability is considered a priority. In fact, imitating a successful game is the best way to reduce risk. Therefore, many successful games are in imitation of innovation to achieve, but this is actually a development at this stage of thinking.

In order to stick to the user base, users play games on the 51wan, all the consumer traces will be recorded on the platform, he will feel more and more respect, this is actually a consistent service. This service includes the following levels, one is that they can choose more games on the platform; second, in addition to the game, can also experience other services, such as 24 hours of a variety of online services; third, because the platform of users more, so it formed a web game community, Users can communicate with the same players on our platform.

Zhangyanan: The problem of homogeneity of the web game, in fact, not only refers to small games, like the client game is also facing serious content homogeneity. In fact, the final test of a product of good and bad, are determined by the user, and users do not care whether you have the same quality, there is no plagiarism, they are concerned about the game is not more fun. This is actually for the future development of Web Games provides an innovative direction, that is, innovation is not just content innovation, for different regions to design the same game of different play, but for the players, the attraction will be higher.

樊帅: Web Game is now in a blundering period, most of the game operators in a circle of money attitude to do the game. For example, three years ago, many game manufacturers see the Three Kingdoms theme of the game is very fire, and then began to research and development, and then there are a variety of three-story-oriented game, but the quality of the game is uneven, and some even just for the circle of money, so the player is not interested in the phenomenon of Shanzhai games. As to how to avoid homogenization, I think, many of the domestic games are directly copied from abroad, however, the traditional theme to develop new games, in the long run is certainly not welcome by domestic players.

Chenbo: Now the Web game industry, is in a very impetuous and white-hot competitive state. In my opinion, the web game industry is ultimately dominated by large channel integrators to control the market, so from the perspective of development, platform for the company in the future will be more valuable. Of course, the product is also very important, this requires a high-quality strategy. Especially in the era of mass homogenization of the content of the game, only the obvious difference and refinement of the content to attract users, and this is a web game in the white-hot competition stage to win a relatively large opportunity.

Zoo Yurong: In the judgment of the game, the industry fell into a lost: we all think that only the world's masterpiece is a good game, but if you use this attitude to do web games, failure is inevitable. In fact, enterprises in the real game, research and development, to do business, to learn to use subtraction, that is, first of all to see what things can not be done. The problem that the net swims industry faces is how to define. When we look at the online Games team, we will first of all ask: what do you offer to the player? What is the hook that you can really catch the customer? In my opinion, to make the Chinese own characteristics of the online games, is the most competitive online games, rather than simply tend to homogenization.

Confusion two: The profit pattern is single, the development stamina is insufficient

Problem: Although the Web game easy to start, but the profit model is relatively single. Some people even think that, whether from the senses or from the configuration, the Web game is a kind of regression, this product can only be a supplement to online games, will never become the mainstream products. Obviously, the web game is facing the bottleneck test of the profit pattern.

Tips: Web games and social networking sites for joint operations, which has spawned a number of new advertising cooperation model. In addition, the combination of web games and mobile phones also provides a new channel for the exploration of its profit model.

Cai: Chinese game practitioners for the concept of the game, is still in the initial stage, some games or PK, playing the main blame. American Games focus on the future, while Chinese games reflect tradition. In fact, there are many opportunities for the Chinese gaming industry to make money, and there are a lot of ways to profit from the Web game, so we should try to tap the potential to find out what users need. such as games, animation and film is inseparable, the game can drive the development of related industries. For example, the rice net for children's online games, most of its income comes from offline, including selling network toys, selling CDs, in 2010 the income has reached 500 million.

Liu: 51wan The current profit point is mainly from user-paid props, and web advertising revenue in the short term, is not the focus. We now develop the focus is still want to have users, because users have the value of advertising. If the daily online users can reach tens of millions, the advertising effect will naturally come out.

樊帅: There are two main modes of online games, one is the prop charge, the other is the game on a long charge, of which prop charges increasingly become mainstream. And for web games, the latest model is a joint operation, that is, web games and social networking sites for joint operations, which has spawned a number of new patterns of advertising cooperation. In addition, the combination of web games and mobile phones also provides a new channel for the exploration of its profit model. At present, high-end mobile phones in the country is showing a very crazy state of development, such as HTC, Nokia are developing high-end mobile phones, they use Android or Apple system, so that players play games is very convenient. Now, there are web game manufacturers to create a web game, not only can play on the Web page, but also on the mobile phone to play, which in fact to the development of the web game to provide a greater platform for the profit will also achieve new growth.

Confusion: tightening policy supervision, increasing the risk of online

Question: The cultural sector clearly requires the network game operating units to change to play the blame upgrade-oriented game mode, the game between the PK, marriage systems, such as strict restrictions, to take technical measures to strengthen the registration of minors and game time restrictions, which undoubtedly increased the online game operators on the line risk.

Approach: In order to avoid the risk of product postponement, the developer needs to be familiar with all the policy regulatory requirements at the beginning of the development, and consider all the regulatory content as far as possible in the game planning.

Liu: After product development is complete, there will usually be a perfect period for testing, revision of the online version of the bug and testing of on-line pressure. Game enterprises can fully in the formal test period before the launch, while the development version of the earliest available to the relevant departments for approval, in order to reduce the risk of game online.

In fact, the web game industry, is not entirely affected by policy regulation, the most crucial thing is whether they have the ability to operate. The cost of a game development, compared to the cost of operation, after all, is a small piece. For example, some research and development enterprises do not have a user, he completely needs advertising mode to pull the words, the market investment is quite large. In such cases, it is not the government's influence to sell the products, but to see who has the ability to push the product to market quickly.

樊帅: Policy supervision is a double-edged sword, the policy is more and more strict, so that some web games last year and the two years ago there are some unfair competition, there are some vulgar culture spread, I think the policy can combat the spread of some vulgar culture. March 2010 New Policy provisions: Game Research and development manufacturers registered funds must not be less than 10 million yuan, which will inevitably have a great impact on the development of web games, but from the other side, if the high number of game companies, the technical force is strong, with the possibility of, is to develop the game more and more fine, this is a good direction.

Of course, the impact of the policy should also be viewed from both directions, not one-way. Although because of some policy reasons, the entrepreneurs choose to give up some ideas, but this policy for the future development of web Games provides a very healthy and good market environment. In the next few years, small and medium-sized web game companies will continue to explore the competition in the growing, and then produce some distinctive characteristics of the very creative things. Another trend is the involvement of large online gaming companies, such as Shanda and Tencent, which have a very large user base, that are very easy to monopolize. In addition, the power of capital, some investors spend a lot of money to buy some small and medium-sized web game companies, and then merge a large company, which will aggravate the industry's competitive posture.

Cooperation or invasion?

September 2, 2010, Baidu officially announced the launch of the game application open platform, embedded in the form of modular implementation of vertical network services. At this point, Baidu has been in the "Small game" page search embedded in such as watercress, small game site 7k7k application module, but shielding these sites in the game of the relevant advertising. In fact, this is not a case, before this, Shanda, Tencent and other areas of their respective fields to dominate the internet companies have a similar strategic goal: open platform. Even after Apple and Google, Yahoo is poised to use an open platform to scramble for Chinese developers.

Faced with this phenomenon, 4399 chairman Cai that cooperation with the large platform will encounter the risk of user diversion. Small game Site A single product in the user's heart brand image is not strong, the platform is the most important. In the small game website platform, plays a game to leave the proportion of the user to be few. From the current stage, the domestic small game site is mainly based on advertising to make money, and the overall site traffic decline, will directly affect the income of the webmaster.

Zhangyanan, an analyst at the Research Center for the Qing branch, said the open platform for small gamers, "the choice becomes rich but difficult." Open means opportunity, for some small game developers, more than one platform is more than one product promotion channels. But if the Internet open platform is really capable of implementing an independent third party operation, it's good for users and for some real-world developers.

Open platforms also mean more brutal competition. Open a big company's game platform, we will find that these big platform now do is, I have to do the operation, but also to develop their own game, then you will inevitably have questions, this platform is the fairness of where. As a result, the big corporate gaming platform forms a competitive relationship with the platform's small game site, not the service relationship.

In fact, the power gap between capital and popularity makes most small and medium game websites really vulnerable. While some open platforms offer payment, advertising and other forms of liquidity, it is still unclear whether users and advertisers will buy it. Most developers who wait too long will not be able to afford the cost of research and development and the cost of upgrades, and if they can only get a slim profit over a period of time, developers will probably struggle to survive even if they take a 99% percentage point. So for small and medium web game sites, survival is obviously more important than the position.