Web Game Living Environment embarrassed: policy guidance uncertain tingling nerves

Article | Sun Source | The January 2010 issue of "Excellence" magazine Zhang received a "strange" task from the CEO-she was arranged to help "take care" of a web game called "Business tycoon" at work tea break. The boss gave a lot of cash, and as long as needed, he could hit the money. "Business tycoon" is a business simulation business class web game. Players will play a zero-starting entrepreneur, struggling in "Free city" until they become famous celebrities and build a strong business empire.　　"The boss will never allow the virtual city to become a wage earners," Zhang Bare "pay" psychology.　　According to the "Business tycoon" founder, dynamic network President Wu revealed that he knows the web game to hit the A hundred thousand of Yuan "real tycoon" is also a minority. The power behind the rise of Chinese web games is the Internet consumers, behavioral patterns and psychological needs with Chinese characteristics.　　Unfortunately, the web game has fallen into the traditional circle of China's big online games-the lack of sustained innovation and success.　　The same is the cultural and creative industry, Hollywood to "2012" shocking, China can only from "Crazy Stone", "bullfighting" and other small cost of the film to get a surprise. Similar to the movie, the United States has "World of Warcraft", South Korea has "legends", China's gaming industry will go?　　Chinese web game is similar to the small cost of the film, how to hatch a meaningful, independent culture, in the global attractive products?　　The backwardness of the commercialization of creative technology does not prevent the Chinese web game team from developing a way to commercialize innovation. "China's first batch of three games, design models are borrowed from foreign Travian and Ogame."　　"The Ashes level" game player Wu to "talent" reporter admits. However, the lag of technology does not prevent the Chinese web game team to open up a new way of commercialization of ideas.　　"Chinese web games are more like a commodity," says 51wan founder Liu.　　The full and necessary conditions for the commercialization of Chinese web games are available: On the other hand, the world's largest Internet users and broadband netizens are in China, and in two, large online games have helped China develop more sophisticated paid users, and web games are more convenient and casual than client-side games, and do not take up too much of the player's time. According to statistics, China's online gaming revenue has accounted for half of the global net income.　　White-collar workers and students are the main force of Chinese Internet paying users. At present, creative works packaging, positioning crowd, user segmentation, customer service, revenue and game life cycle, and so on, become the Chinese web game commercialization transformation of the pipeline.　　Liu this metamorphosis as "turning cucumbers into cucumber facial cleanser". Not only that, SNS in China's explosive development of web games is also a strong catalyst.　　"Everyone is too familiar with the ' stealing food '," Wu, who thinks that the popularity of small social games, such as parking spaces and happy farms, is a fight for web games. "The web game has no shortage of money, the lack of people,SNS lack of money, but just can ' sticky people '; at the same time, the web game selling props, the community to sell ads, two business models just complementary.　　Said Xufeng, senior analyst at Eric.　　According to IRIS Statistics, relying on Renren to pull the web game of the world in the third quarter of 2009 China's web game market revenue ranked first, up to 77 million yuan. The profit model with Chinese characteristics has to mention joint operations. Some web game entrepreneurs think "joint operations" is only icing on the cake, such as "51wan", which specializes in platform operation.　　However, for the independent operation of a single web game of the entrepreneurial team, or even 60% of revenue from the joint operations, such as "Business tycoon." According to Wu, there is no joint operation mode abroad.　　Most foreign web games rely on prop fees and small embedded advertising profits, even in China is also a proxy mode, failed to do as the Romans did.　　Awkward living environment for more small and medium-sized Web game creative Team, policy-oriented uncertainty is really stinging nerves. "We are light Company, not small company", "Swordsman Love Web" Master planning Zhang Small Butterflies so read "51wan".　　2009, "51wan" staff only dozens of people, but created a per capita value of nearly 1 million yuan; "Business tycoon" single game year revenue broken 100 million yuan, net profit margin of more than 30%, and the first development team only 8 people. The game industry has an unwritten law: Most producers can only make one or two products in their lifetime.　　The lookout of creative talents in the online games industry is particularly prominent.　　In Liu Heart, the excellent research and development team must have three kinds of people, the first is a rich social experience, noble personality and understand the macro-structure, game core and virtual money and other economic knowledge of the leaders; the second is the young developers who hold the player's wind vane at any time, and the third is the high level of computer, the quality of research and development experience. However, the most embarrassing thing is that when the three types of creative talent together, but found no continuous innovation in the soil-many research and development teams were 1.5 can do a boutique, the result 1.5 made 5 garbage products.　　In the effort to shorten the development cycle behind, is the pressure of investors, partners, and even the survival of research and development staff pressure.　　So, "creativity is the most worthless", Xufeng so re-invest the current Chinese online gaming industry plagiarism phenomenon. "A lot of web game teams see the success of SLG (strategy game), and they all go up and down."　　He Xudong, vice president of the nine cities, told the press that the history of client-side game blindness was repeating itself.　　For a high-speed profit of the web game industry chain, for more small and medium-sized Web game creative Team, policy-oriented uncertainty is really stinging nerves. According to people familiar with the matter, the Ministry of Culture and the press and publication Administration on the management of web Games has not yet been clear, for web game manufacturers, the most embarrassing thing is to face the contradictions of the laws of the implementation of the heart is not enough.　According to the people familiar with the analysis, strictly according to the provisions of interpretation, 90% of manufacturers are illegal operations.　Prospects and money secretly brewing the listing plan for more than one web game company, and most coveted Nasdaq.　　Policy issues for web game makers is clearly powerless, can only wait for market incubation period after the gradual collation of the industry rules. But the capital markets can't wait. I D G Shong told "talent" reporter, he has even been thinking, how to let the Web game company successfully landed China Gem. In fact, it's not just one of those who secretly plans to go public, but most covet Nasdaq.　　According to the market of large clients, the chance of 9 listed companies, the emergence of 5 in the field of Web game is also common sense.　　All web games must now think about, how to bypass the product life cycle of only 3-6 months of dead points, how to avoid the "step is gold" and other excessive commercial design of the loss of players, how to maintain the balance of various indicators of the game, and how to overcome the plug-in through innovation. To this end, Wu invested a large amount of money in the "business tycoon" operation, and even developed a set of background analysis system, statistics players game habits and pay habits, for detailed analysis, and on this basis, follow-up product development to extend the game life cycle.　　and "51wan" efforts to improve the quality of gaming community service, trying to "platform to the world."　　However, Zhaoxu Maple, who has studied the market for many years, believes that "the final competition is the competition of capital".　　At present, Shanda, Giant, nine cities, NetEase and other large-scale online gaming enterprises without exception to the involvement of web games, but also launched a joint operation and incubation of Third-party web game mechanism. Only, deep pockets of large-scale online gaming enterprises are also difficult to get out of the large client online innovation, the cycle of weakness, the future opportunities still grasp in the hands of small and medium-sized web game manufacturers.