Zhang He: Excitement and anxiety in the mobile gaming industry

News and Technology May 7-8th, the fifth session of the Global Mobile Internet Conference (gmic 2013) held in Beijing, its theme is "http://www.aliyun.com/zixun/aggregation/18826.html" > Redefine mobile Interconnection , Gmic 2013 will lead the world to think about the real value of mobile internet and give it a new understanding. At the meeting, Zhang He co-founder of the Alliance was invited to receive the news and technology interview.

In an interview, Zhang He admits that for the current mobile gaming industry there are two kinds of mentality, one is excited, one is anxious, excited to see the big opportunity finally came; anxiety is no one can say I launched a game must be successful, from a promotional point of view, for small and medium development team, How to choose a good promotion platform also becomes very important.

[VIDEO] Zhang He: Mobile marketing does not pose a security problem

For advertising platforms and marketing companies on the impact of the mobile internet, Zhang He said, in a sense that the entire Internet by value-added services to survive, rely on the growth of advertising, the game to boost, including the electric business to keep up. From this point of view, the mobile internet can also be seen as a very important part of advertising.

Finally, for the development trend of mobile advertising industry, Zhang He expressed his optimism, he believes that this year from the momentum of brand advertising, there are more and more new advertisers poured in, and are continuing to launch, a lot of advertisers last year will increase the intensity. At the same time, I think industry customers and brand customers will continue to exist for a long time, industry customers will also become an indispensable force, although it does not appear in the gross margin of the brand high, but it has to solve the industry value of the game such demand, so, in the long run these two are the source of advertising pillars.

The following is a transcript of the interview:

News and science and technology: everyone dispatch friends good! At the 2013 Global Mobile Internet Conference, we are very honored to invite the Alliance founder Zhang He, please Zhang and everyone say hello!

Zhang He: Hello everyone dispatch friends!

News and science and technology: Zhang, we come and news is not once, twice, recently you are busy what?

Zhang He: I'm very happy recently because the whole industry is really good. 2012 for this industry is a very critical year, the entire mobile internet industry, we advertise the platform is equivalent to "stock index futures", we have a clearer picture of the entire industry. Because my advertisers include the changes in the media, the whole netizen will have a good reflection.

Last year there were two big things. First, is the rapid rise of brand advertising, because we talk about many years of brand advertising, 2012 can prove that the brand advertisers to the mobile Internet acceptance is still very high, has been fully started to accept, and from the development momentum, 2013 years will have more rapid development.

Second, see the rise of the game. In the 2011 we saw more capital-driven, investors giving money, and market costs coming from investors ' money. By 2012, when investment enthusiasm weakened, the whole industry customer input relative reduction, fortunately, we saw the rise of the game and the rise of brand advertising, so that the development of the industry is very healthy. The investment-driven approach is not the healthiest way, because it does not rely on real earnings to drive the industry forward. 2013 I also said inside the company, things look very simple, has been on the road, just follow the rules to do it well, serve each customer, the industry's development trend will be very clear.

News Science and Technology: we to the game this piece starts the layout to start from when?

Zhang He: When we were startups, we talked about two big, more reliable business models. Mobile Internet as a whole is a very big opportunity but frankly, at least in the first five years you'll see that the real business model is not clear enough, there are two directions, one is advertising, one is the game, this is the most clear, they have their own characteristics, we chose the direction of advertising. Therefore, from the beginning of the game is our most important customer source, whether the media or advertisers.

But frankly the outbreak of the game is also a sudden, just last year, you and the people who play games, you said that the Android game will make money? A lot of people say do not know, a lot of people say not to make money, but in the second half of last year appeared tens game company, to now should have 4, 50 million or even higher other month income hand tour company come out. This is beyond the imagination of many people. The game is as scheduled, but in what way, what time we do not know, but this is normal.

Dispatch: Now the company is a lot of games are very small scale, you think to small game company, what kind of promotion method will be more suitable? Or how to make advertising more efficient?

Zhang He: Unlike in the past, when we first contacted a lot of game companies, China's best teams are doing overseas market, so far many people's income is very large from overseas, these people have a good understanding of the law abroad, what kind of people pay ability.

As the Chinese market, China's domestic market is broader, from the data just mentioned, the user's ability to pay is very strong. Of course, promotion is a problem for small and medium teams.