IP operations have penetrated into all aspects of the online game industry, and game companies have become increasingly competitive

The current game market has entered oligarchy, and the mainstream pattern of game giants such as Tencent and Netease has gradually been established. This has brought greater pressure to small and medium-sized Mini games developers, and the chances of developers breaking through may be further reduced.

Original title: Game companies are becoming increasingly competitive. Focusing on their own competitiveness is the key

. For some time, as many online novels have been continuously adapted into popular movies, mobile games and other works, the IP (Intellectual Property) development craze still shows that it will continue to rise.

At present, in the field of pan-entertainment, IP monetization IP carriers and manifestations are rich and diverse, mainly including animation, movies, games, music, theme parks, etc.

"Online games are considered to be the core format of the pan-entertainment industry and a key monetization channel for IP, playing a leading role in the entire industry chain." At the recently held interactive entertainment industry's first conference of the year-China International Interactive Entertainment Conference, Yu Jianing, director of the Institute of Industrial Economics of the Information Center of the Ministry of Industry and Information Technology, made the above statement on the current online game industry.

IP operations have penetrated into all aspects of the online game industry

. In recent years, my country's game industry has continued to maintain explosive growth. It has not only become an important part of the information industry and cultural industry, but also brought economic benefits that cannot be ignored.

According to data released by the Game Working Committee of China Audio and Digital Association, the actual sales revenue of China's game market in 2016 reached 165.57 billion yuan, a year-on-year increase of 17.7%, and the increase in sales revenue remained stable. In the field of online games, the IP business model has penetrated into all aspects of the online game industry.

There is no doubt that the process of IP monetization is a process of connecting the cultural industry chain.

Yu Jianing believes that games customized and developed with IP as the core have a high success rate in product development due to their rich IP material content support, which also shortens the game development cycle and improves the success rate of online launch. Because IP comes with a wide fan audience, it makes product promotion less difficult during the operation stage.

On the other hand, online games have become high-quality IP providers. Literary, film and television works based on online games are very popular. The integration of film, television and games has become a classic model of interconnection and integration of the pan-entertainment industry, and at the same time injects new vitality into these two mature markets.

Facts have also proved that 2016 has become a year of explosion in interactive video games products. Data shows that in 2016, the actual sales revenue of the mobile game market based on film and television development was 8.92 billion yuan, accounting for 10.9% of the actual sales revenue of the total mobile game market. The number of products has increased significantly, and it is expected to exceed dozens of models, including many with the highest monthly sales volume exceeded 100 million.

The strong rise of mobile games and the potential of page games is still

there. From the current perspective, the development trend of various market segments of China's game industry is gradually clear. The market share of client games and web games has declined at the same time, and the mobile game market has experienced explosive growth. Data shows that in 2016, sales revenue from the mobile game market was 81.92 billion yuan, and its market share was close to half of the game market. Its share exceeded the client game market for the first time, becoming the market segment with the largest share and fastest growing growth rate. In 2014, the mobile game market share exceeded that of web games for the first time, reaching 24.9%.

Against the background of "end-to-end games give way to mobile games","those who succeed will win the world" has become the consensus of the participants.

"For a long time to come, the role relationship between R & D, distribution, and channels will be unbreakable, and focusing on your own competitiveness is the key." Xu Zhigao, head of mobile games at game company Sanqi Mutual Entertainment, which is the organizer of the conference, pointed out in his speech that the three parties in the mobile game industry chain should persist in working intensively in their own role fields in order to seize mobile games other than Tencent and Netease. market share.

Relevant data shows that at present, the "food grab" among game companies is becoming increasingly intense. In the entire game market, Tencent and Netease share nearly 70% of the market share, while other game companies share the remaining 30% of the market is facing huge competitive pressure, and domestic small and medium-sized tourism companies may face a wave of death.

Some analysts also believe that the current game market has entered oligarchy, with game giants such as Tencent and Netease gradually establishing a mainstream pattern. This has brought greater pressure to small and medium-sized Mini games developers, and the chances of developers breaking through may be further reduced.

Xu Zhigao said that the future development of the mobile game industry must be full cooperation. Product research and development and distribution will each give full play to their advantages and make the entire cake together, which will not directly form competition. In the foreseeable one to two years in the future, the focus of the distribution category of Sanqi Mobile Games will still adhere to the idea of page-based tourism and adhere to the "product + traffic" product distribution model, rather than focusing the main force of distribution on light games, weak online games and other categories that do not meet the core elements of traffic monetization.

The mobile game market is growing strongly, while the web game sector is declining slightly.

Data shows that the revenue of China's web game market in 2016 was 18.71 billion yuan, a year-on-year increase of-14.8%. This is the first time in the history of domestic web games that negative growth has occurred. The reason for the negative growth in market size is the decline in the number of web games and the longer and longer research and development cycle.

Despite this, Luo Xu, senior vice president of Sanqi Mutual Entertainment, said frankly that 2016 is a small year for web games products. Although the demographic dividend of web games has long disappeared, its potential is still there and users are still there. Faced with challenges, the upstream and downstream sectors of the web tourism industry chain should give full play to their respective advantages and work together to warm up.

It is understood that Sanqi Mutual Entertainment's 37 game platforms have always been in an industry leading position in the field of web games, with 580 million users. As the leading platform in the industry, Sanqi Mutual Entertainment will unite upstream CPs and downstream channels to transform the trading relationship under the traditional cooperation model into a deep strategic cooperative relationship, thereby stabilizing the liquidity of the web tourism industry.

Editor: Nancy