Wednesday, July 27, 2011

Casual games get the upper hand no points "second birdie" when breaking the shell?

Play games on social networking sites, the game moved to the living room watching movies, listening to music seems to be "proper job", puts the future of online games and lead the development of interactive digital entertainment industry. When the "video games" has become a term of 30 years after participating in yesterday's "China International Digital Entertainment Industry Forum" in the industry predicted that "leisure" and "simplistic" will be the game to survive. The face of casual games "template" "angry bird" aspect smart phones and computer platform, the world's downloads exceed 200 million, all kinds of derivatives sales than $ 60 million; domestic game developers have begun to collectively to "casual" for all kinds of casual games across such social networking platform plug-ins and advertising. However, the industry admitted that casual games got the upper hand no points, identify profitable in the model, find the user experience before, "second only to birds" difficult to break the shell.

Casual games are big games to grab the limelight

"From the old lady next door to four-year-old child, and now no one active with a few mouse to find their own game." Shanda's Tan Zhao said that the game has now become a part of life for many people. And who "adhere imported" Chinese game industry, after a single stage of development of imitation, has been occupied for six consecutive years, Chinese online game market dominance.

Over the past five years, China's online game users has rapidly increased to 32.6 million from 75.98 million. Revenue from sales rose to 32.37 billion yuan 6.54 billion yuan. Online game publishing industry, has been described as the industry leader in digital publishing industry, as well as the Internet an important engine of economic development.

For this leader and the engine, the technology platform has been a catalyst for promoting accelerated. Twenty or thirty years ago, the game's image is "stuck in the red and white cassette machine", but now the game has no specific image of the concept of smart phones based on social networking sites and the spread of the game and life itself has been captive, so that people can not distinguish reality and virtual boundaries. "And the game tied the game development often from simple to complex, often large-scale comprehensive final game of the outlook." Tan Zhao said, tell a complex story, very nice art set, once the game industry to pursue many target; But now with the "game" the disappearance of the rise of web and mobile games, users of the "large-scale online" monotonous, repetitive play may lead to "fatigue." In the debris of time, "half-hearted" to play games on social networking sites, many people accept this kind of game style. So, easier to download and install, easier to operate the simple sense, the pursuit of new gaming experience to become fashion. "Some people need to lord it over under a false name in the virtual world, but more people started looking at the game interact with acquaintances and friends."

Do not just talk about the base, will first ask the marketing

"Game" an angry bird, "If 20 years ago is likely to fall over, when in fact there are many such games are down." Soft-World International's Wang Junbo frankly, not all of the "leisure" and "simple "of the game can become a" second only to birds. " Games and social networking integration, although to the game provides the opportunity by word of mouth, but it may be because many people mixed population, which games will be submerged. "Marketing will be placed in front of the original game in China the biggest issue."

Speaking of marketing, the domestic game industry is always full of confidence to put hundreds of millions of user base. Speaking of China has 150 million users playing casual games, "Zombies", many game development companies feel confident that the game industry, promising, as long as the products bundled in the smartphone or other gaming platforms, you can wait for returns.

"Do not think too simple marketing." Said Zhang Yaqin, Microsoft's not only smart phone gaming is likely to just social networking sites foil, and even the game itself is not able to boot-up time equivalent to game time. "In the Microsoft X-Box platform, more than 40% of users do not actually play the game, but watching movies, listening to music, watch video network. Game is becoming a collection of network television." In the Apple The AppleStore retailers, updated daily applications and games, more than 1,000. What would happen to make their games the player selected, many domestic game developers headaches. A game developer, said many people have a "bigger and poor" feeling: the bombing through advertising, online marketing promoter, a market when the game started, there may be 10,000 individuals. $ 0.99 download fee once, enough to allow enterprises to cost-recovery; but a week later, the number of on-line may drop to several thousand a month later because no one is interested and may not receive money; the end, even if it is difficult to maintain free the number of on-line.

"Online game industry used more than 50% annual growth speed, so that the face of a 30% annual growth rate of the past two years, the industry that many people will feel right." Giant network, said Liu Wei, is a large number of replication accumulation, leading to the game appear homogeneous, so that social networking platform casual games all look familiar but no personality. "Games are becoming the social part of the game for the players themselves may wish to ask yourself what kind of friend is the kind of 3 days without contact to miss a friend, or simply wait for 3 years not forget to contact friends."

Our reporter Wang Lei Chen Zhou intern window

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