China Mobile Treasure Chest Business has been concerned from the industry since September 2003, and many media have made mobile games in 2004. Therefore, in 2003, the "online game" era will usher in the "mobile game" era. Industry is estimated that this year's treasure box business income will reach 100 million, so who will be one hundred million big cakes into one of the focus of the current media. Let's take a look at how the treasure chest survives and how they will travel in the future.
Refers to the ring: air network, Sina
The magic rings of the treasure chest are positions and portals, who can dominate the world.
If the current success of Treasure Box Business is marketing, the core of marketing is the location, it can be said that the current position is a strategy for Many SP competition. The aerial network is the leader of the WAP business and the MMS business, has always been a significant position in the dream network. Although the time to enter the treasure chest business is not long, but rely on the WAP portal advantage, it will occupy the first position of the treasure chest in a few months. In particular, the air game city launched, using its portal resources to integrate marketing, which is obvious to the business volume. Of course, at any time, it is successful, and the marketing of this treasure chest is gradually weakened, and the air network is cold to catch up.
Sina, don't say more, is the old SMS SP, Internet portal resources have always been its greatest advantage. In particular, the original game channel has a large-scale faithful user as a large marketing magic weapon to promote treasure chest business. Second, they have a good relationship with Gameloft and other foreign game manufacturers, "Siberia attack" is their representative, which makes Sina in a more favorable position in the treasure box business competition. However, there is no large-scale market operation, and the growth rate of traffic is mainly due to WAP PUSH download game, and the marketing means is single.
The air network and Sina have a common feature, relying on the advantages of the portal and ranking. At present, the treasure box business is still a small business compared to a small business. It is necessary to rely on the box office to support yourself. Special corporate one but listed, it is necessary to be responsible for shareholders, and the business that does not make it out of the treasure chest gives investors enough profit faith worthy of attention.
Harry Potter: Digital Fish, Magma Digital, MiG
If you don't have a magic ring, you don't have to worry, you can stand the feet in a survival magic.
Digital fish, magma digital, MiG is the old SP of the treasure chest. When China Mobile has not launched a treasure chest, they have already played the brand.
Digital fish is a few pure treasure chest business sp, giving people an impression that marketing capacity is very strong, especially in media and some large activities, can truly reflect the concept of game issuance. However, due to the restrictions of the portal, many games are called good, ranked, currently in the 6th, 7th position. But this does not seem to disrupt the digital fish in large-scale deployment in this year's market. First, it is low-profile M & A mobile phone forum wda.cn, and then passed the "Pocket Olympic" series of mobile games, and the brand is greatly improved through mobile recently. Rumor, soft silver and IDG are negotiating with digital fish for the second round of financing, the goal is to clone another "grand legend". However, there is currently a problem that the product is slow and the adaptation model is averaged, which can't be avoided for an ambitional company.
Magma Digital is a SP of the game development and distribution, although the product quality is uneven, it is good at establishing product brands. You may have no impression, but you may have a deep impression that you may be impressed, this is the two game protagonist of magma digital homemade. Almost 80% of the games are crowning the names of them, can be said to be a big feature. This is a bit like a movie's Huang Fei's series, 007 series, but few people remember which company is ranked. However, if the product brand has been established, who is not important, the audience only recognizes this signature. Magma Digital is probably this product strategy, which has a big difference with digital fish playing corporate brands. However, there is currently from its SP qualification problem. If the fund is not in place, the problem can not be solved, there is a possibility of leaving the field. MiG, a pure foreign context SP, with its cooperative relationship with some foreign CPs, MiG from the beginning, similar grand strategy: first introduced some domestic popular games, then add Chinese processing, then build your own users Group of product strategies. For example, "霹雳 娇娃", "Spider-Man", "Sunday", etc., through these crops with high box room name, attract the gameplay to download the way, can be said to be the marketing strategy of MiG. But because the red fire of the movie is only temporary, the business volume of the game will have a decline in diving, but the brand itself is a very large killing. If you do not build your own brand, the current Treasure Chest Rules break, the lack of Brand and portal resources will be first eliminated. Therefore, if there is no new initiative, it is not optimistic.
Ten-sided ambush: group win, palm, happy gold network
No one knows what they are next, maybe they don't know
Qingsheng (5wan), originally the home-based SP SP, later transferred to mobile games, including WAP and Treasure Chest game, product planning ability, has launched the first role in China Playing WAP game "Who is fighting ". Later, after the use of treasure chests, they fully entered the treasure chest game market. But the overall quality of the game is not as good as the front, lack of appeal. Recently, due to the "last elimination", it has been canceled the entire network SP eligibility by China Mobile, and the next step is not known.
Applause, the old game company, the technical ability is relatively strong, there is a great advantage in embedding the game market, and the early development of the game is often awarded in various competitions. But now there is not much original game that can be called, only the introduction of "Tomb Raidth" can cause people to pay attention. However, due to its relationship with Unicom, it has affected the development of the top ten treasure chest.
Happy Golden Network, the number of online games and the model, and the overall business revenue is also more brought. The overall sensation game quality is not high, lacking obvious products. But at present, the brand difference is not very obvious, and the net fishing is not avoided.
For small and medium tower box SP, it is often facing two major choices to survive or develop. If survive, lack other income sources, it will turn into transformation, such as Donghong, create, and turn to other high-profit value-added services, and then turn back when the market is ripe. If you choose to continue to develop, you must solve the problem of fund chain, or financing, or sell yourself.
Hacker Empire: Grand, Tencent
If you want to beat the powerful opponent, you may only need to give the rules to "black".
Some people say that Shanda is an outbreak, earn a few billion in just 2 years, but the success of online games may enhance certain confidence in the future of the mobile game. When the Treasure Chest is currently relatively weak, the largest number of domestic game CPs is acquired, which can be said to be a model of capital and technology. What is the grand next step? Is it necessary to do the Internet cafe? Or is it a boss of a treasure chest? Or intend to control the upstream of the value chain to control other SP? No matter which means, for the current treasure chest, it is a surprise. Tencent is the only SP that is likely to built a treasure chest marketing channel because he has hundreds of millions of registered users, with their own QQ client portal, with Q coins such payment platform. These three are already a huge user market. If you use the download game as a member value-added service, it is embedded in the client, and there is no technical threshold at all. The only worry is that this may give the operator to sin, and it is broken. But in the future, Tencent is a potential opponent for any Treasure box sp.
