With the continuous improvement of people's lives and the continuous improvement of living, the current entertainment and cadecing telecommunications business have become more and more markets. Online games have been developed from 2000, and in 2004, it can be called the year of mobile games. And according to preliminary estimates, the market size of these two business in 2005 is around 5 billion yuan, and they will also drive the development of related industries while become operators' income growth.
Mobile phone game front gradually revealing
In 2005, mobile games will present the following major trends.
1. Develop rapid growth period, market size, users have an upward trend
According to relevant estimates, in 2005, mobile game market will reach 1.2 billion, WAP, Java / Brew, etc. The scale of mobile game market will increase. The game business that has just started in 2004, in 2005, will be in the rapid growth period, and the growth rate is more than 100%. In September 2003, the domestic mobile game industry was launched in China Mobile Treasure Chest business to formally launched, and only a few months of users reached 2 million. In 2004, it was more known as the Chinese mobile game year. The user exceeded 16 million, and the user group will be further expanded in 2005. Studies have shown that if the existing 325 million mobile phone users are upgraded to the playable game, the mobile game users will reach 108 million, and the China's annual game market will reach 12.1 billion yuan.
2, users have increased the level of game requirements, speeding up speed
In 2005, when choosing the game, more is based on the quality rather than the country of production. Compared with foreign games in China, it is generally seen in quality, and there are still differences in quality, so foreign games still have a certain advantage. With the increase in new games, people's life rhythm is accelerated, and the game will be further shortened, and the frequency of users replace the game is accelerated. Some surveys show that 67% of the players are played around 1 week, with an average of 33% of the average and more, indicating that the game consumption is rapid. Extend the life cycle of one game. Higher requirements for the upgrade and update of the game producer.
3, mobile games become income growth points, consumption expenditures may increase
In 2004, mobile games have protruous, becoming an important income source business for mobile operators and SP. However, on the income contribution of mobile game revenue for operators, only 1 to 2%, I believe that this ratio will be expanded in 2005. According to a survey, the average monthly spending of the game players is 30.5 yuan, and 93% of the players are below 50 yuan, and 100 yuan and more than 100 yuan are 3% and 4% respectively. (See Table 1). With the increase in game market competition, the improvement of user living standards, the boost of the game, the spending spending spending of mobile games in 2005 will increase.
Table 1 Survey results of mobile game players
Biographical proportion of mobile games (%)
Urge 10 yuan 43
50 yuan within 50 yuan
Within 100 yuan 3
More than 100 yuan 4
4. Foreign games are still the top leading, domestic games are expected to break through
Due to foreign games in production experience, good work is better than domestic enterprises, game development experience is richer, the mass foundation is strong, and the competitiveness of foreign games is significantly higher than domestic. According to a survey, there are currently 58% of foreign countries in the domestic market, and domestic products account for 42%. It is foreseeable that 2005 foreign games are relatively popular, but domestic games hope to break through.
5, mobile phone online games early show, but the key points affecting development should grasp
After the mobile online game is launched, the market demand is strong, and the market is developed to people with great imagination. Although it distinguishes on traditional mobile games, popularization, convenience and operational impact games. The development of mobile phone online games depends on users, mobile terminal platforms, network, industrial environment, competitive landscape, industrial chain and many other factors. Take the terminal platform as an example, the traditional platform does not adapt to a simple hardware condition. At the same time, there is still a certain constraint for hand-on mobile games, and how to adapt the tariff of mobile online games. These problems must face 2005 because they will have more or less impact on the development of mobile phone online games. 6, mobile games SP showed it, borrowing online games halving
Based on GPRS and CDMA1X business development, the mobile SP market has been initially formed. SPs with high market operations, the market operations are: air network, Shenzhen Xuntian, Navi Communication, Tom, Temporate Wanwei, etc. Below the Java game market is small, but the development speed is amazing. From the business market share analysis, air network, palm, magma, digital fish, and group winning network. This pattern will continue until 2005, and the air network will still maintain a certain competitive advantage in the mobile game market. For mobile games SP, due to starting with online game SP, it can fully learn from the successful experience of the latter in development, while playing the mobility of online games that cannot match. We believe that mobile games will have a good development prospect.
Online game prospects are good
1. The scale of online game market continues to expand, online game users also look up
In 2005, the scale of online game market was estimated at 70-8 billion yuan, with a growth rate of 108.33%. Online game users are approximately 30 million, of which online users exceed 20 million, and the user is 10 million. The average growth rate is more than 30%, and some people are expected to be more than 50%. Online game manufacturers are close to 300, of which the game developers are about 150, second only to Korea, ranking second in the world, the number of games in the market will be around 200. Various development indicators have shown that China's online game development has entered a maturity period.
2, domestic games may change the market pattern, the advantage is obvious
According to CCID research data, China's online game market has 59.5%, accounting for 40.54% in China. From the analysis of the market, South Korea accounted for 48.65%, the market share was the largest, and the second is 16.22% in Taiwan, 6.76% in Europe, USA, 2.70% Hong Kong, 21.62% in the Mainland. From a profit point of view, South Korea accounted for 68%, with 28% of China, and other 4%. The above set of data shows that foreign online games still account for a certain advantage.
According to the industry, the 2005 domestic online game winning probability is extremely high, and the amount is changed to the quality change. The market share is further increased. It mainly has the following four reasons: First, the local advantages of domestic online games - understanding the domestic market, you can instant According to different regions, develop different market strategies; Second, independent research and development - R & D and online activities cooperate with autonomous control, the game is more convenient, rapid; third, cultural connotation - local cultural accumulation, make developing players familiar with habitual traditional theme Near water reservoir; four, government support - various signs, the state will involve this emerging industry, and related policy support. In 2005, the number of domestic games will continue to increase. It is basically flat with Korean game growth. The number of games in Taiwan will not change much. More and more new products are robbed to the market share of old products, causing domestic online game aging speeds.
3. The development of new changes in the development of game companies, competition and winning fittings decided to survive
In 2005, domestic online game manufacturers have gradually gradually transformed into autonomous research and development, and estimated that 80% of the market will gradually focus on 20% of vendors. The market share of 3 game companies in China, Jinshan and Netease will be close to or higher than 80%, forming a three-legged situation. Since market gains are generally optimistic, there will be more investors' intervention. South Korea's domestic market is full, numerous game companies have targeted the huge China market, in 2005, China is still the main overseas foothold of Korean online game manufacturers. European and American games are well-known, and the connotation is well known, but the cultural differences have affected its expansion in the Chinese market. In 2005 it will come to the localized roll. Japanese game strength exceeds South Korea, advocating boutique, but in China is extremely limited, to occupy a place in China, the most fundamental, most effective trick is also localized. In summary, the importance of the imported from the Korean game, and the domestic original dispute represented by NetEase and Jinshan will become a focus. Europe and the United States and Japan may also have a certain threat.
Since the development of online game markets enters maturity, in 2005, the company will decrease in the new joined game industry, mainly some of the funds and strong companies; on the other hand, the market entry threshold is raised, lacks independent research, market channels, agents South Korea's second, three-flow games, manufacturers such as single products, etc. may be eliminated. At the end of the year, it is estimated that there will be nearly half of the manufacturers to exit online games. Online game manufacturers have been integrated with resources, talents and resource streams will flow to mainstream original game manufacturers, and the competitiveness of manufacturers has increased, and the scale operation is formed.
4, online game demand has a new feature, created new profit opportunities for the manufacturer
In 2005, online game demand will have the following new features: 1. Online game users realize the leap from 2 million to 20 million in 4 years, users have become increasingly demanding game cultural connotation and quality; second, work pressure and Life needs, will make the casual game very hot; Trend; five, localization, games with Chinese characteristics will be more popular, especially martial arts games; Sixth, with the continuous improvement and improvement of domestic original games, original game demand is gradually become a consumption trend ........................................... ..
The diversification of the huge market demand, requires operators, game manufacturers, and can provide more choices based on users 'needs, including mobile phones, games, and constantly launch new games to enhance users' loyalty, establish and maintain brand. For operators, in 2005, the new growth points brought to them were mainly: electronic game cards and new payment methods, they created a new market for China Telecom, China Mobile, China Unicom, became a game operator. The main sales model, the proportion of electronic cards and solid cards will be 3: 7 in 2004 to 6: 4 in 2005. The rise of Internet cafes will increase the profit point, drive the computer upgrade, innovative new profitable way - the bundle of game operators and Internet cafes. For game manufacturers, combine technology and Chinese characteristics, learn the experience and advantages of foreign game manufacturers to form core competitiveness, which will become the key to the market and maintain competitive advantage.
5, network game area distribution differentiation, change unreasonable structural mode
According to the research of CCID, there is a significant difference in the number of online games, the number of operators, and the profit, etc. (see Table 2). From this, we are not difficult to find, whether it is the number of online games, the number of operators and profits, is mainly concentrated in Beijing, Shanghai and Guangzhou, online games and operational commercials, about 85% and 82% respectively. Other regions are only 15% and 16% respectively. In 2005, the balance importance of realizing the development of online games is high. Through comparison, Table 2 and Table 3 can be found that there is a serious imbalance between the number of games and profits is another feature of the regional development. For example, the number of online games in Shanghai accounts for 29.17% of the market, but the profits account for 65%, and the network Games have high risk. Quantity distribution of online games and operators
Regional gaming quantity distribution (%) Operator distribution (%)
Beijing 45.24 41.3
Shanghai 29.17 29.35
Guangdong 11.31 11.96
Fujian 4.76 6.52
Chengdu 4.17 4.35
Other 5.36 6.52
Table 3 Regional profit distribution in China's online games
Regional profit distribution (%)
Beijing 14
Shanghai 65
Guangdong 16
Other 5
6. The government involves online games, online game development environment is better
Due to the large potential of online games, the development prospects are bright, and the government began to involve this area of demand for this person. It is reported that the Chinese national online game publishing project will publish 100 large-scale national online games within 5 years, and total investment is expected to exceed 300 million yuan. The Information Industry Department has included online game general engine research and demonstration products into the national "863 program", which is China's first time to incorporate online game technology into the National Science and Technology Plan. The Ministry of Culture also issued the first batch of "Network Culture Business License" to 12 strength manufacturers in online games, and increased the supervision of online games, imported game review system, restrictions on domestic affairing measures. The Ministry of Science and Technology develops scientific and technological development planning, will incorporate online games into modern service industries and support. Government attitudes and policies are a signal indicating that the support of local online games will increase; domestic game manufacturers will receive the core technical platform for development; policy is conducive to protecting the independent intellectual property of Chinese game software; Online game development has created a good policy environment.
7, online game development prospects are optimistic, but the problem needs to consider and solve
From all aspects, online games have been optimistic in 2005, but some problems need to be considered and resolved. There are:
(1) Network security
There will also be some negative things, such as harmful health content, spam, harmful information, etc., network purification is imperative. Timely and effective laws, regulations constraints do not have to say, regular guidance of control, self-discipline, social supervision and civil organization's conscious action, and the greening network is important. In addition, players and operators are increasingly disputed, and the processing operators and players have become more important.
(2) Dueinance for multiple management vacuum
At present, my country has a multi-hahead of online games. The National Press and Publication Administration is published; the Ministry of Education management culture management; the State Sports General Administration management Electronic Athletics, the management of product technology technology, it is easy to have a vacuum, thereby in these problem appear. Clear responsibility, jointly maintain the market, saying that it is easy to do, such as: division management privileges and scope, the supervision of the content, should cause attention and attention to all aspects.
(3) Control lagging behind development
Now, online games are already a billion market, and it is still growing at a very high speed. In contrast, the control is behind. For example: for online game companies, there is no single file for online game approval processes. If you enhance regulation, it is an urgent problem to be resolved.
