after the "notice" is implemented, it is bound to have an impact on game manufacturers. Shen Zhiyan pointed out that under the influence of the "notice", many small and medium-sized mobile game companies will be eliminated in the future, the Matthew effect will become more obvious, and the market concentration of mobile games will become higher and higher in the future. Tencent, NetEase, Shanda and other game giants may form an oligopoly.
original title: the new rules for mobile games will not work by implementing the seductive promotion profit model today
June 2, the State Administration of Press, publication, Radio, Film and Television issued the notice on the Management of Mobile Game Publishing Services (hereinafter referred to as the notice). The "notice" requires that from July 1, newly launched mobile games will be approved first and then launched; mobile game upgrades and new expansion films that have been approved and published will be regarded as new works and need to be re-approved when they are launched; and mobile games that have already been launched will complete the formalities of examination and approval before October 1. in this regard, some analysts pointed out that the pre-approval is not conducive to mobile games to get a better opportunity to enter the market, but it can regulate the market; in addition, the examination and approval system of "notification" also raises the threshold of the industry, and the mode of profiteering by seductive promotion will not work, and some small and medium-sized game manufacturers may be eliminated as a result. < strong > there are many chaos in the mobile game market < / strong > for a long time, there are many chaos in the mobile game industry. In mid-May, a report issued by the Internet Association of China and the National Internet Emergency response Center showed that among the bad APP reported by netizens in 2015, the problem of game and entertainment APP was the most prominent, accounting for 74.6% of the total number of reports. In addition, the absolute number of security risks is also the largest. in addition to security risks, there is no lack of infringement and exorbitant profits in the mobile game market. A report released by Soochow Securities at the end of June pointed out that at present, mobile game developers are not responsible for the game experience, and a large number of misnamed mobile games flood the market, as long as they are pushed with seductive or misleading pictures and texts. Can receive dozens of times the cost of profits. 
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< strong > after the implementation of the notice, the market will be more standardized < / strong >
Shen Zhiyan, a researcher in the culture industry of CIC consultant, also said that the issuance of the "notice" can largely avoid games that scratch the edge or appear illegal content, so as to maintain the healthy development of the industry. the notice requires that the game publishing service unit should publish a declaration, apply for the game publication number before the game is launched, review and record the daily updates of the game, and stop the unauthorized addition of bad content in a timely manner. in addition, the notice also puts forward requirements for the APP pre-installed market: when all kinds of mobile smart terminals, such as mobile phones and tablets, produce and operate mobile games, they must check whether the examination and approval procedures for the mobile games are complete, whether the relevant information is marked, and shall not pre-install unauthorized or unmarked relevant information and pirated mobile games. 
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< strong > influence: small and medium-sized mobile game manufacturers may be eliminated < / strong >
" notice "is bound to have an impact on game manufacturers. Shen Zhiyan pointed out that under the influence of the "notice", many small and medium-sized mobile game companies will be eliminated in the future, the Matthew effect will become more obvious, and the market concentration of mobile games will become higher and higher in the future. Tencent, NetEase, Shanda and other game giants may form an oligopoly.
the person in charge of NetEase's game told reporters that it was inconvenient to respond to the details of the "notice."NetEase, a large enterprise like this, is well prepared in all aspects and should not be affected." The person in charge of Tencent Interactive Entertainment said, "Tencent will strictly abide by the notice and is already pushing forward the relevant work." it is worth noting that in addition to applying for the publication number, the regulations require the review time and launch time of mobile games. The notice stipulates that for domestic mobile games that do not involve political, military, ethnic, religious and other topics, and have no storyline or simple plot, the game publishing service unit shall apply at least 20 working days before the game is scheduled to be published online; if the game publishing service unit is unable to publish online within 20 working days beyond the scheduled launch time after obtaining the approval, it shall explain the reasons. Shen Zhiyan, a consultant in the culture industry of CIC, said that mobile games generally have a short life cycle, and many games want to be launched first as soon as they are developed, and most game companies do not want to waste time on reporting and approval, which will delay the launch time of the game, which is not conducive to the game getting a better opportunity to enter the market. < strong > the online games have set aside a replacement time < / strong > reporters log in to Taiji Panda and other mobile games and found that at present, many mobile games do not have approval numbers and publication numbers. Snail Game, the publishing service unit of Taiji Panda, told Chinanews.com that it was not convenient to respond to questions related to "notification". notice requires that mobile game operators should set up special pages before the start of the game and after the "Health Game advice", indicating the game copyright owner, publishing service unit, approval number, publication number and other information approved by the State Administration of Press, publication, Radio, Film and Television. however, for mobile games such as Taiji Panda, it belongs to the category that has already been launched. The notice requires that the relevant examination and approval procedures be completed before October 1, setting aside time for the game publishing service unit to go through the examination and approval procedures. Edit: nancy
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