Zhang: The Grand Game invests the most core resources to do the hand tour

Zhang end of the tour has been a high-speed growth period, will take the fine route of Baidu News: Shanda Games in the end of the tour, the page and hand travel on the layout, now three market income accounted for? Zhang: Shanda Game 2013 Q1 Hand Tour income reached 107 million yuan (17 million U.S. dollars), for the company contributed nearly 10% of the revenue. The other main is the income of the trip. Baidu News: Grand Games started in the end of the tour, the current singing decline end of the sound of a lot of travel, grand game end of the data performance how? Is the total number of users still growing? Zhang: The performance is still relatively stable. End of the tour also continues to grow, but the growth of a lot of gentle, compared to a few years ago, the doubling of growth, end of the market has long been over the period of rapid growth, this is a normal development of the market process, I think the end of the tour will be more and more refined development. Shanda Games has been the introduction of high-quality games, the intention to do a good user experience, so that more and more users come in. Baidu News: "Legend" has been a grand pronoun, now this section of the contribution of the end of the revenue accounted for a large proportion? Zhang: In 2013 Q1, the blood legend and the legendary world contributed to the revenue ratio of 31% and 13% respectively. Baidu News: In the page Tour market, Shanda game last year announced increased investment, now have to share the classic case? Zhang: Page tour we have tried, but ultimately feel that mobile games more development potential, but also more suitable for us. So we put the strategic focus on the hands of the tour. Invest in the most core resources to do hand travel, 5 years of hand travel income accounted for 50% Baidu News: Speaking of hand tour, Shanda game "Million King Arthur," the start of the day made good feedback, after the operation of the effect? Has the expectation of tens of millions of dollars been reached? Zhang: We will disclose the earnings in the earnings, but the game has reached our expectations and become the hottest mobile game in the Chinese market this summer. "Million King Arthur" since July 18 opened the National service after the public test, just one day to win the App Store bestseller second, the first free download list of results, after the game has been in Japan, Korea, Taiwan and other overseas markets to create excellent results. Baidu News: Now to the need to balance the end of the trip and hand travel to the critical point of investment? Zhang: Looking from the whole market development trend, hand tour is the next huge growth point, the current hand travel income accounted for the entire game market income of about 20%, the next 10 years may reach 80%, or even higher. Through the success of "Million King Arthur" in other parts of Asia and in the domestic market, Shanda has already established the most suitable hand-travel strategy. The second half of this year's grand games will focus on hand tour, the company will take out the most core resources to do hand tour, next we will have more than 30 mobile phone games into domestic and foreign markets, domestic hand travel fund is brewing. In the future we will continue to increase in the hands of the field of investment, for 3-5 years, so that mobile gaming revenue accounted for more than half. Grand games from 3 years ago to determine the hand travel strategy, we are the old online gaming enterprises, the earliest successful completion of the Hand tour transformation. WeIn the mobile layout and transformation, not to say to reduce or not to do the end of the tour, but through the mobile layout to bring the company's total revenue growth. Transplant end of the mature mode of travel, expand new users Baidu News: Shanda game in the end of the operation is the leader, to the hand tour market, the original advantages how to play? How do I overwrite new users outside of the original user? Zhang: Generally speaking, although we have more than 10 years of accumulation in the field of end-trip, but in the mobile field or from zero, and there was no old end-travel enterprises began to move in the field of transformation, so we advance in accordance with some of the ideas of the end of the tour, with the way to push the hands to swim, is also groping, To finally establish their own mobile strategy. I briefly introduce the mobile strategy of Shanda games, in general, we use the Korean holding company Actoz Soft as the center, to launch the global operation of mobile gaming business, so that Actoz fully transformed into a mobile phone game as the core of the enterprise. At the same time, with Japan's leading gaming company Square Enix to form a global Hand Tour alliance, and is willing to IP resources, users, overseas channels, etc. to share, in the global scope of the construction of Grand Hand Tour Alliance, Master good IP. On this basis, we combine our own in the international and domestic market accumulation of operating experience, and then expand the broad domestic market. Can say, we do hand tour, more is to expand new users, expand our support base. "Million King Arthur" is a good example, we through a series of activities, from the animation users to attract a large number of new users. Baidu News: In the end of some of the mature operation mode can be transplanted to the hands of the swimming? How does the relationship between free and charge balance? Zhang: I think it's OK. Our promotion of "Million King Arthur" is according to the PC online games some ideas, push the end of the way to swim hands, for example, in the marketing approach, we take the animation group as the Guide to carry out a series of innovative marketing, successfully molded "million King Arthur" high-end brand effect, followed by all levels of social marketing and advertising portfolio , just one day to win the App Store bestseller second, the free download list of the first results, since then has been ranked the forefront of the list. Free and charge refers to the game charge mode of different, this choice mainly depends on consumer psychology and market acceptance, in addition, the charging system is reasonable, whether there is a high enough cost-effective, but does not affect the balance of the game, related to the success or failure of a game, which requires game developers have enough experience and wisdom, Of course, this is also part of the game design level of a big topic. Call for content suppliers and channel cooperation win-play, next week there are major news release Baidu News: Now the application distribution channels have more and more concentrated trend, which will be the promotion of the Grand Game hand tour what impact? Zhang: Talking about the channel of hand-travel market, this is also a topic that many people in the industry are discussing recently. On the one hand, more and more hands are now entering tens of thousands of months of income, on the other hand, the market traps and barriers are emerging, for example, if the channel and excellent developers betweenThe benefits of distribution did not do well, it may hit the development of enthusiasm, developers can not really calm down to do excellent products, good customer service, ultimately injured or users, this is a vicious circle. Therefore, from the perspective of the understanding of this industry and the healthy development of enterprises, in another way, we have taken the "exclusive release mode" of "Million King" to lead, joint promotion strategy, gained greater initiative, but also to the industry to provide a little new ideas, we will use these experiences, For more developers to provide quality services, to create more "million King Arthur." believe that with the continuous maturation of the industry, content providers and channels will find a balance between the interests, so as to achieve the goal of cooperation and mutual win. Baidu News: Heard the Grand game August 20 (next Tuesday) will release a mobile strategy conference, can you disclose some information in advance? Zhang: Yes, we will do a grand game mobile strategy conference next week, there will be major news release, but it is not convenient to disclose in advance. 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