Game Market Report: Mobile games are growing rapidly, accounting for 46% of the market, and the popularity of video games and interactions remains undiminished

on the mobile side, with the stagnant growth of users and the weakening of the demographic dividend effect, although the growth rate of mobile games tends to slow down gradually, compared with the continuous decline of PC games and web games, the share of mobile games in the entire game market is still growing rapidly, from 37% in the same period last year to 46% this year.

original title game market report: the rapid development of mobile games is still the same as the interactive popularity of movie games

the first half of the game industry report card has been released recently, and a new pattern has emerged in the game market: the market share of PC games continues to decline, and the rapid development of mobile games accounts for almost half of the country. The H5 game that became popular a few years ago is not there. IP games continue to be popular, and the related video game interaction continues unabated: the new industry model of "Game + e-sports + Live" has been extended from PC games to mobile games.

< strong > there is an inflection point in the game market. Mobile games account for half of the country < / strong >

from the data released by DataEye, the pattern of China's game market has become clearer in 2016. the entire game market has reached an inflection point this year, and the share of mobile games has surpassed PC games for the first time, becoming the largest market segment.

the market share of PC games has declined for four years, from 43.5% in the same period last year to 39.2% this year. Although League of Legends is still the most popular and profitable game in China, and several other classic PC games have maintained a good market share under the fans of their loyal fans, the novelty and popularity of the newly developed PC games are difficult to compete with classics such as World of Warcraft and League of Legends, and the ability of "powder absorption" is very limited. The dilemma of "old fans are still there, but new ones don't come" makes PC games gradually decline in the whole game industry.

similar to this trend are web games that have been highly hyped in previous years. Since 2014, the share of web games in the game market has declined for two consecutive years. The share of web games, which has been less than 20%, has dropped to 13.2% in the first half of this year. Back to the origin of 2012. In the period of rapid growth of web games in the past few years, due to the imbalance between the rapid development of the scale of users and the improvement of the quality of the game itself, the demographic dividend was consumed, attracting users but failing to retain users at the same time. As a result, web games have lost a large number of users when they are outflanked by mobile games and have entered the decline channel.

on the mobile side, with the stagnant growth of users and the weakening of the population dividend effect, although the growth rate of mobile games tends to slow down gradually, compared with the continuous decline of PC games and web games, the share of mobile games in the entire game market is still growing rapidly, from 37% in the same period last year to 46% this year. Market participants believe that in the short term, mobile games are still the main source of growth in China's game market, and are expected to occupy more than 50% of the game market in the future. In addition to established mobile games such as Supercell's "tribal conflict" and hero-entertaining "national shootout", traditional PC game giants have begun to enter the mobile game market on a large scale, with "Arena of Valor" developed by Tencent and "Fantasy Journey to the West" developed by NetEase among the top hottest players on each list.

H5 games, which were highly hyped a few years ago, were once regarded as a new blue ocean in the mobile game industry, but the overall retention level of H5 games did not improve in the first half of the year when there was no advantage in the player experience and the game content was monotonous. Among them, the best-performing simulated business games, the next day retention rate is only 15.1%, the 7-day retention rate is only 5.1%, the player experience and retention is difficult to guarantee, H5 game development encountered difficulties.

< strong > IP games continue to be very popular < / strong >

in the first half of the year, as the fastest growing subdivision type, IP games continue to be popular in mobile games. According to statistics, the popularity of IP mobile games is 2.6 times that of non-IP mobile games. Among them, the PC game IP began to fully invade and continue to conquer the market with good performance. "Crossing the Line of Fire: the King of gunfights" released last year remains hot this year. The landing mobile game market of "Fantasy Journey to the West", which was once the memory of a generation of Internet cafes, performed well, followed by "ask the way" mobile games were also tested in April.

in non-game IP, animation is still the most popular IP type. While the novel, film and television IP appears to be relatively weak, whether it is last year's hit "Thousand bones of Flower,"Legend of Miyue," and "Nirvana in Fire," or this year's new "three dozen White Bone essence" and other IP games, it has always been unable to escape the strange circle of rapid cooling as soon as the boom is over. This further shows that IP games are games after all, and it is difficult to rely solely on feelings to keep fans in the game.

compared with film and television IP games to make fast money, the popularity of film-game interaction has gone beyond the simple game to borrow the simple play of film and television IP. The recent success of several Hollywood blockbusters has shown people in the industry several different ways to interact with each other.

although Warcraft movies have failed in the North American market, they are selling well in the Chinese market, proving the enforceability of the popular game IP movie game interaction, while Independence Day: making a comeback licenses its game production rights to Blueport Interactive, which makes such a shocking picture through its American subsidiary, and the plot is very suitable for role-playing movie-derived games. Some game companies have gone further on the road of film game interaction. Langang Interactive set up Blue Port Film in March this year, moving from a simple interaction on film game products to a "movie game animation business linkage." and whether Blueport interaction, which has the resources of stars such as Yang Mi and Wu Qilong, can play these three major businesses remains to be tested by the market.

< strong > "Game + e-sports + Live" from popular games on PC to mobile games < / strong >

compared with the capital market's attention to the combination of games and IP, there is nothing more new in the game industry that gamers have perceived in recent years than the game ecology of "games + e-sports + live streaming".

many people in the game industry believe that the rise of webcast and e-sports events has saved PC games to a certain extent, and the vision of more game fans has returned to large-scale PC games under the sharing psychology of live streaming and the stimulation of e-sports 's season. "Game + e-sports + Live" has become the established ecology and development model of PC games, supporting the growth of the entire PC game market.

another interesting phenomenon is that on mobile games, the "game + e-sports + live broadcast" mode has also become popular. According to relevant data, although the market size of e-sports of mobile games accounted for only 1 / 9 of the market of mobile games in 2015, the growth rate was much higher than the development of mobile games as a whole.

du Xinxin, senior vice president of Hero Entertainment, which owns the Mobile e-sports event "Hero League", believes that this year will be a year of concentrated outbreak of mobile e-sports, and future sales will also account for 60% of the mobile game industry. 70%. Hero Mutual Entertainment, as the vanguard of the domestic development of Mobile e-sports, from the acquisition of Changyou Cloud, leading the establishment of Mobile e-sports Alliance to build Heroes League, jointly with Sina and Wang Sicong to establish Sina e-sports, the acquisition of Qile Infinity, to the investment in e-sports game live content provider Imba TV, the investment in Mobile e-sports is evident.

and Tencent, the leading domestic game company, has also begun to seize the tuyere of Mobile e-sports. Hou Miao, assistant general manager of Tencent Interactive Entertainment Marketing Department, said, "Tencent firmly believes in the future of Mobile e-sports. The mobile e-sports market reached 6 billion in 2015, and this market will be even larger in the future. Tencent will compete online and offline in 2016 in MOBA, racing, FPS and other mobile e-sports games."

Edit: nancy