Sun Shoushan, Deputy Director of the State Administration of Radio, Film and Television: Promote China's game publishing industry to a new level

2016 is the first year of the "Thirteenth Five-Year Plan". Overall, while the game industry maintains rapid growth, the trend of differentiation and adjustment in the industry has begun to appear. Industry survey data shows that in 2016, the domestic game market achieved sales revenue of 165.57 billion yuan, a year-on-year increase of nearly 25 billion yuan, with a growth rate of 17.7%. Among them, the sales revenue of national original online games was 118.25 billion yuan, a year-on-year increase of 19.9%.

Organized by the State Administration of Press, Publication, Radio, Film and Television, and hosted by the China Audiovisual and Digital Publishing Association, the Hainan Province Department of Industry and Information Technology, the Hainan Province Department of Culture, Radio, Television, Publishing and Sports, the Hainan Province Department of Commerce, and the Chengmai County People's Government, the 2016 China Game Industry Annual Conference jointly organized by the China Audiovisual and Digital Publishing Association The Publishing Working Committee and Hainan Ecological Software Park Investment and Development Co., Ltd. was held at the Hilton Hotel in Haikou yesterday. Company leaders, representatives, and media from game companies, Internet companies, media, third-party game service agencies and other units from many provinces and cities across the country attended this annual meeting. The theme of this annual meeting is "Big works accompany you and ride the wind", advocating that creation comes first and content comes first. Game masterpieces lead the Internet entertainment digital industry to ride the wind and waves. Sun Shoushan, deputy director of the State Administration of Press, Publication, Radio, Film and Television, delivered a speech titled "Pioneering and Innovating, Creating High-Quality Products and Promoting China's Game Publishing Industry to a New Level." The following are the contents of the speech:

1. We must grasp the new changes in the development of the game industry

2016 is the first year of the "Thirteenth Five-Year Plan". From an overall perspective, while the game industry maintains rapid growth, the trend of differentiation and adjustment in the industry has begun to appear.

Industry survey data shows that in 2016, the domestic game market achieved sales revenue of 165.57 billion yuan, a year-on-year increase of nearly 25 billion yuan, with a growth rate of 17.7%. Among them, the sales revenue of national original online games was 118.25 billion yuan, a year-on-year increase of 19.9%, accounting for 71.4% of the total market sales, and has occupied a dominant position in the domestic market for 11 consecutive years. Mobile games achieved sales revenue of 81.92 billion yuan, a year-on-year increase of 59.2%, and continued to maintain rapid growth. At the same time, the pace of expansion of my country's national original online games in overseas markets remains strong. The annual sales revenue in overseas markets reached US$7.23 billion, a year-on-year increase of 36.2%. In addition, e-sports and live game broadcasts are developing rapidly. The e-sports game market achieved annual sales revenue of 50.46 billion yuan, accounting for 30.5% of the total market sales; live game users have exceeded the 100 million mark.

In the past year, the game market segment has begun to show significant divisions. Client game marketing revenue was 58.25 billion yuan, a year-on-year decrease of 4.8%; web game marketing revenue was 18.71 billion yuan, a year-on-year decrease of 14.8%. For the first time, these two traditional game patterns have experienced negative growth at the same time, which should be regarded as a strong signal to the industry, reminding all parties to strengthen in-depth thinking on the development direction and development model of the game industry, make prudent decisions, and plan ahead.

2. There is no doubt that we must choose the right breakthrough in the development of the game industry

. Online games are one of the fastest-growing content and creative industries in my country in recent years. This is not only due to the innovation and creation of all parties in the industry, but also closely related to factors such as the surge in the number of consumers and the emergence of new technologies and new experiences. In the past year, although the scale of game users in China has increased, the growth rate has slowed down significantly; existing technological updates for mobile games have also encountered a "ceiling"; follow-up technologies such as VR and AR with high immersion and interactivity are currently immature. Under this circumstance, if the game industry wants to continue to maintain its upward momentum in 2017, it must abandon the previous extensive model of relying heavily on the number of works and the scale of users, start supply-side optimization of the game industry, and pursue quality development by creating high-quality masterpieces.

Over the past decade or so, with the joint efforts of all parties in the industry, and the guidance, support and effective supervision of government departments, the quality of game publishing in my country has indeed improved significantly, and many interesting, healthy and progressive, cultural connotations, and deeply loved by consumers have emerged. Game works. However, there are also a large number of game works that are still taking the homogeneous and vulgar "turning back" in the increasingly competitive market environment.

During daily supervision, the State Administration of China found that some game companies lacked innovative capabilities. In order to gain "visibility", they did not hesitate to launch similar products repeatedly, or even imitate or copy other people's works; some game companies blatantly set up unfavorable functional applications and sold unfavorable inducement props and equipment to encourage players to experience illegal, criminal or vulgar behavior; some game companies use built-in video systems to indulge pornography and gambling activities to attract users; There are also some game operating platforms that change the same game with different names to deceive and mislead consumers. The above problems are particularly prominent in the field of mobile games. Acts such as "skin changing" plagiarism and vulgar marketing have always been criticized by consumers. They not only greatly shorten the life cycle of game works, make it difficult to effectively expand the market and form a brand effect, but also cause consumers to lose trust in domestic games. Many truly Excellent national original game works were implicated in this and were lost in a large number of junk games. To this end, the State Administration decisively issued the "Notice on the Management of Mobile Game Publishing Services" in the first half of the year, which will be officially implemented on July 1. According to statistics, in the six months since the implementation of the "Notice", with the cooperation of various game companies, especially mobile game channel operators, tens of thousands of "skin changing", plagiarism, and zombie game works of various types have been cleared, initially purifying the market environment and protecting the interests of legitimate enterprises and consumer rights.

Pointing out these phenomena here is not to deny the achievements that have been made, but to remind everyone that we must face up to existing problems, objectively analyze the causes, and jointly eradicate the soil where they exist and flourish. As an important part of the content creative industry, games also shoulder the important mission of reflecting the national spirit, promoting the theme of the times, spreading the concept of civilized society, and inheriting excellent traditional culture. Especially with the growth in consumption scale, the frequency of technological updates and the significant slowdown in marketing growth, game companies must examine their role positioning from the perspective of spreading civilization and inheriting culture, and consciously shoulder the social responsibility of content producers. The breakthrough point for sustainable development of the company is to cultivate hard work and strive for excellence. With the "craftsman spirit" of "ten years to sharpen a sword", we will create more progressive themes, healthy content, and excellent "double effects". A masterpiece that is well received. Only in this way can it be possible to meet the people's needs for spiritual and cultural diversity and high-quality, and to ensure the long-term sustainable development of enterprises and industries.

3. To promote industrial development to a new level,

the vitality of industrial development comes from having a large number of proactive and innovative enterprises. The vitality of enterprise development lies in the continuous introduction of high-quality and high-grade products to meet consumer needs. The important responsibility of government management departments and industry associations is to create a healthy, excellent, orderly and sustainable development environment for this purpose.

First of all, the majority of game companies must consciously use Chinese excellent culture as the source of creation and research, continuously improve their independent innovation capabilities, and enhance the quality of their works and brand image.

In the historical process of more than 5,000 years of civilized development, the Chinese nation has created a splendid culture with a long history, profound and profound history; since the reform and opening up, contemporary China is undergoing the most extensive and profound social changes in history and is carrying out the most grand and unique in human history. Practical innovation. General Secretary Xi Jinping pointed out in his important speech: "There is no shortage of vivid stories in China, and the key is the ability to tell good stories; there is no shortage of epic practices in China, and the key is the ambition to create epic." I believe that all game companies with high aspirations must not only pay attention to the in-depth development of traditional culture, extract its essence, take inheriting excellent national culture as their own responsibility, deeply explore the connotation of advanced culture, sing the main theme of the times, carry forward core values, and effectively work on the ideological connotation and cultural quality of the works. We must also focus on enhancing innovation awareness. We must not only explore and explore new areas, but also work deeply in subdivided areas based on existing markets to meet user needs. In the process of game publishing and operation, we must constantly strengthen the awareness of moral laws and social responsibility, and establish a correct view of the market and justice and interests, that is,"we must endure loneliness and be stable in the face of the tide of the market economy, and not be impatient for temporary benefits." Shake, not be impatient for temporary fame ", and use practical actions to create excellent works worthy of our great era, our great country, and our great nation.

Secondly, the competent government departments must effectively improve the level of management, simplify administration and delegate power, combine decentralization and management, optimize services, and continuously improve the industrial development environment.

Improving the quality of games and promoting the healthy and sustainable development of the industry requires not only the unremitting efforts of game companies and employees, but also government management departments to improve management levels and optimize the development environment. In the new year, as the only government department authorized by the central government and the State Council responsible for pre-approval of online games and approval management of imported online games, the State Administration of Press, Publication, Radio, Film and Television will focus on the following aspects:

1. Promote streamlining administration and delegating power. The State Administration will resolutely implement the reform requirements of the Party Central Committee and the State Council to "decentralize, regulate, and serve". On the premise of strictly performing relevant approval management responsibilities, the State Administration will promptly summarize the experience in game publishing approval management work, conduct in-depth research and discussions on reducing application materials, shortening review time limits, and improving approval efficiency., gradually expand the scope of classified approval management currently implemented in the field of mobile games, promote Beijing, Zhejiang and other places to carry out pilot reviews of local content of domestic online games, and at the same time strengthen in-process and post-event supervision. Optimize game publishing approval management.

2. Improve the management system. On the basis of the "Regulations on the Management of Online Publishing Services" promulgated this year, the State Administration will study and formulate the "Measures for the Management of Online Game Publishing". In response to new situations and new problems that have emerged in the game industry in recent years, the State Administration will clearly refine the corresponding management rules and promote online game publishing. Management work is scientific, standardized and transparent. At the same time, we will start to formulate relevant standards for the online game industry to ensure and encourage the online game industry to innovate boldly and improve quality from the institutional level, so as to create and launch more high-quality masterpieces.

3. Highlight regulatory priorities. On the basis of relatively sound and mature supervision of end-games and web games, we will shift the focus to rapidly developing mobile games. Due to the huge number, variety and complexity of mobile games, although it has been nearly half a year of special cleanup, it is still difficult to fully implement mobile games. In the new year, on the basis of continued regulation, we should focus on supervising mobile game works with a large number of users and high market visibility, and strictly prevent illegal and illegal publishing of content that disrupts normal market order. During the annual meeting, the competent department of the State Administration will organize a special meeting to specifically deploy the supervision of mobile games in 2017.

4. Support high-quality masterpieces. Promote and implement various measures determined in the "China Original Game Premium Publishing Project", increase policy support for domestic online game premium masterpieces, and provide special guidance and priority arrangements for game research and development companies whose works have been selected when applying for game publishing approval and applying for online publishing service qualifications. At the same time, local publishing administrative departments will also take the lead in considering the selected works of the "Game Quality Project" and related enterprises in terms of preferential policies, project support, commendations and rewards, education and training, etc.

5. Optimize the service platform. The State Administration will continue to increase its support and guidance to the Game Working Committee of China Audio and Digital Association, so that the Game Working Committee can effectively become a connector between the government and enterprises, a defender of the legitimate rights and interests of member units, an advocate of industry self-discipline conventions, and a booster of healthy industrial development. The Game Working Committee must also keep up with the trend of industry development, strengthen its own construction, change its work style, innovate service methods, improve service levels, enhance cohesion, enhance influence, and serve member units and game companies with solid and effective work.

Dear friends and comrades, although China's game industry has made great progress, it is also facing fierce competition and challenges. This will certainly bring tremendous pressure to us, but it is also a powerful driving force for further reform and development. I believe that as long as we adhere to the correct orientation, focus on content quality, inherit excellent culture, carry forward the spirit of the times, and continuously launch high-quality masterpieces, we will surely be able to push the development of China's game industry to a new level.

Thank you all!

Editor: yvette