Mobile game revenue reached record high in 2017, and game companies will explore overseas markets

Currently, affected by dividends such as the number of users and the replacement of mobile devices, the mobile game industry has entered a period of rapid development and has a trend of globalization. According to relevant research reports on the game industry, global game software and hardware revenue in 2017 will exceed US$150 billion, and mobile game revenue will exceed US$50 billion.

compete to compete. The Shanghai New International Expo Center has returned to calm with the end of ChinaJoy, but a new round of competition among various game exhibitors has just begun. Interviews by reporters from various sources found that more and more listed game companies have begun to focus their layout on the field of mobile games (mobile games), and the development of well-known IPs has become the best model for these companies to add mobile games. "Top IP is the real engine and engine for the development of the entire game industry." Shanda Games CEO Xie Fei said so.

The mobile game market is getting bigger and

bigger. Currently, due to the impact of dividends such as the number of users and the replacement of mobile devices, the mobile game industry has entered a period of rapid development and has a trend of globalization. According to relevant research reports on the game industry, global game software and hardware revenue in 2017 will exceed US$150 billion, and mobile game revenue will exceed US$50 billion, both reaching historical highs. The performance of mobile games in China is also worthy of attention. In recent years, driven by the development of the China market, Asia has occupied the largest share of the global game market.

Recently, the Game Working Committee of China Audio and Digital Association (GPC), Gamma Data (CNG), and International Data Corporation (IDC) jointly released the "China Game Industry Report from January to June 2017." From January to June 2017, the actual sales revenue of China's game market reached 99.78 billion yuan, a year-on-year increase of 26.7%. Among them, against the background of declining page game sales, the actual sales revenue of the mobile game market was approximately 56.1 billion yuan, accounting for 56.3% of the total game revenue, showing a continuous growth trend.

Not only that, the concentration of the mobile game market also further increased in the first half of the year. For example, sales of mobile games in the top 10 rankings account for more than 50% of total sales revenue, while games published or represented by Tencent and Netease account for 70% of the total market share. A senior market person said that although data shows that large companies such as Tencent and Netease account for about 70% of the mobile game market, the game industry, as a cultural and creative industry, like the film market, is difficult to have absolute monopoly. Even small companies may launch hit games. Therefore, companies of different sizes can find their positioning and development space in the game industry.

Surveys show that in 2017, 60% of industry people are optimistic about the mobile game industry. Relevant professionals said that the popularity of mobile games is expected to continue, and the mobile game industry may further develop in the second half of the year driven by population (user) dividends. According to its introduction, the advent of the phenomenal product "Glory of the King" has lowered the threshold of games to a certain extent. After continuously acquiring new players, this mobile game not only cultivates users 'consumption habits, but also makes it a habitual consumption method for the masses. Many people who have not played games before start playing games. For the entire game market, this creates a demographic dividend.

The

high growth and large space of listed companies competing to grab food in the mobile game market have caused many listed companies to increase their prices.

During the ChinaJoy held last week, many companies launched new original and classic IP mobile games. For example, Shanda Games plans to launch the original mobile game "God Without Moon"; Giant Network is promoting the 2017 strategic new product "Journey 2"; Sanqi Mutual Entertainment has won the domestic Android channel of "King of Avalon", which has achieved great overseas results. Proxy rights, etc.

The reporter interviewed a number of game companies and found that mobile games have become their key area of strength, and developing well-known IPs has become the best choice for creating high-quality mobile games.

In terms of creating mobile games products, Giant Network has chosen to take the high-quality route and adhere to user-oriented. Relevant people from the company believe that the mobile game market has passed the era of barbaric growth and racing, and has changed from the past "no one has me" to the current "no one has me". With more and more homogeneous products and increasingly fierce competition, how to capture users and gain their recognition has become crucial. Only high-quality game products have the opportunity to establish reputation and gain more and more users. Therefore, making high-quality products king is the strategic essence of Giant Network.

During the production process of the mobile game "Journey 2", Giant Network targeted "to attract users by" rejuvenating this classic IP ". Specific measures include: customizing various novel and interesting systems for young users, and adding game elements such as" anchor, live broadcast, home, house, sworn marriage "that are in line with the habits of young players.

During this year's ChinaJoy period, Perfect World also carried out a youthful transformation for classic IP, and launched mobile game products using the latest technology "Dream Group","My Own Legend of Wulin Official Mobile Games","Xian Xian Mobile Games","The Legend of the Condor Heroes" Mobile Games "," The Book of Reincarnation ", etc.

Shanda Games CEO Xie Fei said that the company's transformation in its mobile business has been quite effective. Shanda Games 'mobile game business accounted for 55% last year, and this year may exceed 70%. The monthly sales of mobile games "Dragon Valley" and "Legendary World" exceed 100 million yuan, and "Dragon Valley" exceeded 1 billion yuan in its first month of launch. In terms of the combination of IP and games, Xie Fei believes that top-level IP is the real engine and engine for the development of the entire game industry.

According to the company's latest strategy, Shanda Games plans to develop IP value in an all-round and ecological way. In June this year, Century Huatong Holdings Co., Ltd. Huatong Holdings and its shareholders acquired a 90.92% stake in Shanda Games and expect to inject Shanda Games into the listed company within one year.

Sanqi Mutual Entertainment is also very optimistic about the mobile game business. This year, the company acquired two mobile game companies, Mokun Technology and Zhiming Network, and the company's mobile game products will enter an explosion period in the second half of the year. "Zitian Ji" and "Legendary Overlord", independently developed by the company and represented by Tencent, will be launched in August. The company expects to launch 18 mobile game products throughout the year, 7 of which are self-developed works.

In terms of the development of popular IPs, the tourist network, which was the first to propose "movie-game linkage", also has a lot of experience. Chief Creative Officer Cui Rong revealed that the company recently reached a strategic cooperation with Warner, obtained the authorization of "Game of Thrones", and will jointly launch a mobile game adapted from "Game of Thrones". "Game of Thrones is the first IP introduced from overseas that we have announced at this stage. There will be two other heavy-duty IPs introduced from overseas to be announced soon."

Actively explore overseas markets.

While Youzu Network has chosen to introduce well-known overseas IPs, more game companies have chosen to go abroad in terms of strategic layout, such as Shanda Games, Chinese Media, and Langang Interactive.

Wang Ji, CEO of Century Huatong, told reporters that Shanda Games has rich experience in international expansion, and overseas markets will be the key direction for Shanda Games in the future. Global distribution is not only an advantage for Shanda Games, but also a new one for Shanda Games. One of the four major strategies. According to its introduction, Shanda Games has certain brand awareness overseas, has six R & D centers around the world, and has built a distribution system that can radiate to the world. "We have subsidiaries in Singapore and South Korea, and we have no obstacles at all in terms of local game promotion strategies."

In terms of overseas mobile game distribution, Sanqi Mutual Entertainment achieved a breakthrough in the first half of this year, and its main product,"Eternal Era", ranked among the best sellers in many Southeast Asian countries. Next, Sanqi Mutual Entertainment further deployed the European and American markets.

Youzu Network also said that the company launched "Goddess Alliance: Paradise Island" for the first time in overseas markets this year and will further expand its overseas business in the future.

Hong Kong-listed company Blueport Interactive is also actively making efforts in overseas markets. According to Liao Mingxiang, president of Blueport Interactive, the company's overseas business has previously expanded to South Korea, the United States and Hong Kong, Macao and Taiwan regions of China, and will deploy the Southeast Asian market this year.

Chinese media is working hard to build a mobile game platform. The company originally had book editing and publishing, newspaper media, and printing and distribution as its main businesses. In 2014, it acquired game business through the acquisition of Smart Star Tong. According to the company, Smart Star has complete overseas distribution channels for games and has business in more than 60 countries and regions around the world. More than 90% of the company's revenue comes from overseas and is one of the strongest overseas operations in China game companies. Its popular game products such as "COK: Dispute of the Kings" and "MR: Magic Heroes" are popular in developed countries and regions such as Europe and the United States.

Editor: Mary