Turning point of the online games market is facing web, social games, "the upper hand no points."

Liu Xin

As of the end of June 2011, the Chinese online game subscribers to 311 million, up 7.27 million over the end of 2010, the growth rate of only 2.4%. After ten years of development, China's online game industry has entered a turning point in the near future subscriber growth inflection point will occur.

The lack of subscriber growth momentum

China's online game industry in different periods have appeared new types of online games, such as early small casual games (chess-based games), large-scale role-playing game (MMORPG), a large casual games (ACG) and the late pages games, social networking web games, mobile games, despite the different game types for the groups vary, but the overall user scale analysis, the future is difficult to form a new game to attract non-game users and non-users, coupled with the overall Internet users slowdown, the new game will further shrink the size of the user.

Into the use of fatigue of the big game

Big game (including MMORPG and ACG) is China's online game industry, the main source of income, but as users increase the time the big game, combined with the homogenization of serious games, the user has entered the big game with fatigue period, which MMORPG game more apparent. Although the style of MMORPG games, themes vary, but mostly Daguai upgrade model-based, long-term use can cause fatigue. ACG gameplay is relatively more difficult, but innovation, profitability is limited. ACG games on the market today include dancing, racing, shooting and other categories, the development trend, the game shooting game will be an important pillar of ACG.

Web, social games, "the upper hand no points."

In addition to the big game, other game types are mostly in the "upper hand no points," the state. Scale analysis from the user, the late appearance of web games, social games for the growth of users has played a catalytic role, but the commercial value of these games is limited, more users tend to scale growth. For example, social games, "farms" to make social game as most online games the user types, but because of relatively high social game users (in young or middle aged, high income, educated), the game uses more sensible to pay fee will not, combined with social networking sites in the game to pay respect inadequate facilities, resulting in low profitability of direct social game.

In summary, the development of China's online game is facing a bottleneck, a major growth potential has been impossible, but online games are not the bottleneck of the development on behalf of the Chinese game industry, the bottleneck, the game will also be important to Internet users in one of the tools of entertainment , but to ensure that the targeted users to enhance the online game, while it should develop more game types, such as stand-alone games, mobile games, game products, the realization of China's flourishing gaming industry rather than online games thriving.