Wenrui Research Gao Dongxu: 2013 China light game Market Trend outlook

Gao Dongxu, chief analyst of Wenrui Research

News and science and technology the fifth session of the Webgame Congress and the second Light Game Summit Forum held in Beijing on January 22, the General Assembly based on Webgame, Socialgame, mobilegame-oriented light game field, gathered a large number of industry elites. News and science and technology to the General Assembly for full coverage.

Wenrui Research chief analyst Gao Dongxu do 2013 China light game market trend outlook.

The following is a transcript of Gao Dongxu speech:

Today, I would like to share with you the 2013 trends of the young game market, based on the Wenrui survey and the annual report of the study, we summarized the 2013 Young game trend analysis.

First of all, 2013 the overall size of the game will continue to expand, page and mobile games is the main backbone of the 2015 the entire network game market size reached more than 100 billion, the annual growth rate of 48% or so, which mobile games and web games will be the main growth point.

Second, the increase in online game players continued to slow down, the 2012 network game players in the online game of the penetration rate dropped, the growth rate will be 3.5%, once again created a new low. We analyze the page tour, with the development of the 56, the entire market stock has been to its certain stage, the future growth will be slowed.

Third, 2013 the entire product competition more brutal, there are several trends, the first product for the King trend, in the entire online game industry chain, research and development power chain will be highlighted, the entire industry chain of web games, the single generation, the joint venture led to the web game as long as a boutique products, there will be a good platform and your cooperation, received a good effect. The competition of the fine game will be white-hot, the threshold of research and development products is more and more high, the power, personnel and funds that need to be invested will be more and more high. High-quality IP contention will hand-to-hand, Tencent recently signed the "Fire Shadow" copyright, Industry scale disease copyright plagiarism, Tencent can say to us to do a good role model, this year probably some good IP, including some of the previous IP will be large manufacturers, developers occupy. This year in particular, Tencent side, will be some animation adaptation of copyright litigation.

Four, this year the page tour market will complete shuffle, the pattern will be stable. The pressure of capital, some manufacturers of investors have been to the return period, they will invest in the team and companies, if not listed in the hope that may be transferred, mergers and acquisitions, some of the listed potential companies will be in the domestic gem, Hong Kong or Nasdaq listed on the United States. Intensified competition, with Baidu, 360, Tencent traffic platform for online game revenue growth, so that the non-owned flow of the platform, including other platform operators more competitive pressure. Industry, the original industry speculation manufacturers will be the whole market wash away.

2013 the entire game market, we express recognition.

Five, the mobile game market broke out, but what? This morning also discussed the mobile game market Heat, 2013 mobile games will be a big outbreak, but we have some ideas, we all come to do mobile games, the market will be increasingly fierce competition, will be a fire, the market only so many plates, everyone will compete for increased competition. Bubble risk, mobile gaming, such as false traffic performance for some bubbles.

The state of industry is gradually mature and the brand marketing is prominent. The whole industry chain of online games is more mature, in this development, the means of marketing promotion will become more mature, including cross-border integration and so on.

The game cloud becomes the preparation of the big platform. Interested comrades can see, this morning Tencent Hou speech, Tencent Cloud is the main focus, we also understand that Baidu Cloud is the strategic transformation of Baidu this year, become the basis of all products, there are 360, grand, including other platforms also began to cloud as a major preparation. We also study the network music industry, digital music industry like this year Baidu's MP3, Tencent's QQ music, they also take the music cloud as the main focus this year.

Eight, the light game of the sea, barges, undercurrent surging. Although it is very important to go to sea, but the difference between culture and values, and different countries fusion habits, in the European and American players Psychology and Japan and South Korea, Taiwan, the Chinese region are not the same. The need for the game product creative design ability to put forward new requirements, foreign manufacturers product art design quality is very high, our products need some upgrade to meet the requirements. Players have long formed the habit of the players need our products in the design and creative innovation.

Overseas channels and markets are not too familiar, we have about 100 products to go abroad in 2012 years, the number will increase in 2013, but the entire overseas market channel is originally app and other models, if the march to Turkey, Brazil market, their channels and pay are different.

Facing more and more policy barriers, the 2012 Taiwan market is suddenly difficult to enter, because there are some policy provisions, such as the need for local certification of some qualifications, including Vietnam's restrictions on Chinese online games, causing us to go to sea obstacles. In addition to our own reasons, as long as there are Chinese places, will become the Red Sea, this year, Japan to make money, we all of a sudden to Japan, Korea good money, we have to Korea, which will lead to their own people's competition is rather fierce.

Ninth, the industry policy will be frequent, the market will be regulated. This morning the Ministry of Culture's director of Han gave us some share, we understand that after the 18, the industry-specific chaos, especially board games, the board game is now the main product of light game, accounting for the entire game products 50% of the supply, board games are full of gambling and other deceptive user behavior, This year the Ministry of Culture and other publishers of the gaming industry have integrated board games.

In addition, mobile game although the development of increasingly fierce, the market is good, but the relevant departments have been no relevant policies issued this year can be expected to have relevant policies, for our industry operations, need to pay more attention to the risk of policy. Virtual currency will also become the focus of this year, a field of regulation, but also related to the introduction of policies, I hope that we do a good job in the day-to-day operation and production research and development process, but also pay attention to some policy risks.

Tenth, the network game culture influence enhances, the network game culture connotation obtains the attention. From 2001 to 2002, import games dominate, we mainly absorb foreign, after 2003, the domestic game has some reflection, after 2008 a large number of cultural products output. This year Tencent in some brands to enhance the culture, they introduced the top of the domestic arts masters as their advisers, from fine arts to plot design, as well as well-known film director cooperation. Online games products are different from other products, the biggest feature is that it is a cultural thing, pay attention to the cultural content of online products will become the focus of the future.

The end of the market is far from so bad, most people give up, just because the threshold is too high, to give everyone a reminder, end of the market in the size of the inside, it is also occupying an important share.

There is also a view that the mobile gaming market is far from looking so good, because the threshold is relatively low. Thank you for listening, the above is some of my share, thank you!