Last year was a year of explosive growth in mobile games, but all listed companies affiliated with mobile games have seen their stock prices have been doubling. China Mobile Games (the first domestic mobile phone company to list on the NASDAQ), technology, CYTS, Aofei Animation, Huayi Brothers, etc. are all the same. A large amount of capital influxed into the mobile game industry. According to the hand-operated company, both coal sellers and cabbage sellers wanted to make a living.

This year, the mobile game market is relatively flat. Even large-scale mobile game companies have recently reduced the size of the team and tried hard to increase revenue and reduce expenditure. From the point of view of the capital market, domestic touch-control technology (scrolling information) has given up its intention to go public in the United States this year. Outsiders believe that this may be due to valuations that do not meet the expectations of touch management and investors.

At the same time, the voices of the industry's bad-mouthed pages have come and gone. Some companies used too much force in the transition to mobile games, causing the company to turmoil and causing a greater negative impact. Some people think that mobile games represent a trend, but competition is fierce. Page travel is relatively mature and there is still room for growth. The key is to produce excellent products. What is certain is that no matter the mobile game or page tour, the timing of shuffling is coming, and the tide is back. Who is the naked swimmer?

Low hand travel success rate 2013 was the most popular year for mobile games. Hand travel has also become a hot spot for investment, and investment agencies are madly laid out. According to a rough calculation, in 2013 alone, more than 20 A-share listed companies completed 22 game mergers and acquisitions, 14 of which involved mobile game acquisitions.

According to incomplete statistics, there are currently more than 10,000 teams and companies engaged in mobile game development in China. There are hundreds of new games introduced to the market every month, but only a few are truly successful. According to data previously disclosed by UC Jiuyou Platform, the odds of success in domestic mobile games are around 4%. This is considered optimistic. According to the management of an overseas-listed mobile game company that does not want to be named, the success rate of domestic mobile games is only 0.3%.

Dong Zhanbin, founding partner and managing partner of Qingsong Fund, once believed that 90% of companies are difficult to break even, while only 5% of companies can survive and have a slight surplus. A mobile game operator told IT Weekly that the mobile gaming industry this year has not imagined the beauty. Most companies support the team through capital operation and have poor capital operation capabilities. They have chosen to lay off staff and reduce costs.

One side is the low success rate of mobile games, while the cost of mobile games is soaring. The above-mentioned hand-travellers believe that the R&D costs, operating costs, and promotion costs of mobile games have increased significantly compared to previous years. Taking the channel as an example, the industry is also confusing. There are a lot of unspoken rules inside. If you do not have a good relationship with the channel, even if it is a good product, you will not get the key recommendation. This means that most mobile games products have no potential .

It is worth noting that not only mobile game companies are confused, but channels, agents, and publishers are at a loss, and product screening is a big problem. Some mobile games that are bought heavily, millions or even tens of millions, will not bubble up.

“After the first round of the Internet bubble burst, thanks to the large-scale rapid growth of domestic Internet and mobile Internet users, the game industry, which includes e-commerce, cloud computing, Internet of Things, and domestic Internet users, has actually entered a rapid pace. The growth of crazy growth model, in this case, capital, entrepreneurs, commercial companies caught a new industry, new models come in like a burst, it will create a phenomenon of false prosperity.” Although 37 games president Li Yifei thinks, Difficulties in the operation of mobile games are expected, but he also said that the success rate of only 0.3% is somewhat exaggerated.

“The change of the external environment will have a certain impact on the opponent travel industry, but it will not be too big. The fierce competition in the game industry is not a bad thing. The cost is pushed up to a certain extent, but it raises the industry’s access threshold and keeps speculators out of the game. It is more conducive to the healthy development of the game industry." In Li Yifei's view, "The cost is so high, but you can still invest in the game, either a strong company, or it is full of love for the game, no matter what kind of Can better promote the industry's metabolism and benefit the players."

The page tour has entered the deep water period. "China's mobile game market research report for the first half of 2014" published by iMedia Consulting Co., Ltd. shows that during the period, the scale of China's mobile game market reached 11.78 billion yuan, a year-on-year increase of 63.4%; mobile game users reached 448 million, a month-on-month increase. 16.4%. The CNNIC data shows that about 39.6% of mobile game users have more than 30 minutes of playing time per day, and the upward trend is obvious.

With the changes in technology and markets, the game industry has ushered in new opportunities and new challenges. Where do traditional page tours go? People spend more time on smart phones than on PCs. It is a problem that has to be faced with the traditional page tour companies, how to achieve hand-to-hand pages, and continuously occupying new high ground while continuing to expand their existing advantages.

After the New Year passed this year, the page tour company 4399, there have been large-scale personnel changes, layoffs of up to hundreds of people, of which the backbone of the vast majority of R & D department has been cut, the game operations department has also been affected. The most concern is that this company still used BMW as a prize a year ago.

In fact, the 4399 layoffs are also a trend. After the rise of mobile games, the popularity of page travel has declined. The reporter learned from the departure of the 4399 employees that the company required some teams to develop mobile games. These teams have been developing page tours before. They think that their future is full of uncertainties, and the teams that are required to be transformed have disagreements with the company, and they finally make a mess.

The 4399 layoffs are considered to be a watershed in the domestic page tour and the good days are over. As a result, some page tour companies have transformed and focused their attention on mobile games. The game started from 37 pages, and this year it spent 1.5 billion yuan to build a mobile game market. According to the plan, it will launch more than ten S-class boutique mobile games including different themes, different types, and different styles. However, unlike other page tour companies, the 37 game still focuses on page travel. Two months passed the hot page of 320 million waters to tour “The Archangel Sword”, which came from 37 in-game teams.

“Whether it is a page tour or a mobile game, there is a chance that the product is the winner or loser of the success or failure.” In Li Yifei’s view, this does not mean that the page is finished and it is no use. On the contrary, the page tour competition has entered. Deep water period. According to the reports issued by major consulting agencies and third-party companies around the world, the growth rate of page travel is only slowing down, and the overall market size is still expanding year by year.

According to the “China Game Industry Report for January-June 2014” released by the Games Working Committee, the domestic web game market achieved sales revenue of RMB 9.18 billion in the first half of the year, an increase of 71.9% year-on-year. However, compared with the increase in sales revenue, the number of page users has grown very slowly. The number of users is about 300 million, an increase of only 6.5% year-on-year. However, some analysts pointed out that this is not a bad thing. The slow growth of user sales has increased sales revenue. This means that pagers have increased their paying ability and their viscosity has also increased. Page travel has entered a relatively stable period of development. However, the page tour has entered a brand new stage, natural selection, survival of the fittest.

Although the mobile game market has a larger body and is more in line with current trends, Li Yifei believes that page games are the basis for the 37 games. Despite the rapid development of mobile games represented by mobile games in recent years, 37 games have also been heavily invested in mobile games, but the current mobile gaming market is still in the early stages of competition. Mobile games are subject to hardware and software platforms, user habits, and development environment personnel. Constrained by a series of conditions, the successful conversion rate is not too high.

While industry analysts told the "IT Times", although mobile games represent the industry trends, user groups are large, but the competition is even more intense. The page-tour market has become more mature and continues to deepen. There are still many opportunities. In particular, game companies with R&D strengths will be the beneficiaries of this wave. If you bet on a mobile game, you may end up losing the game.

Ebb Tsang began to see gold regardless of page travel, mobile games, from this year's point of view, the rapid growth of previous years, the dividend has been significantly reduced. AiMei Consulting believes that this is related to the development of smart phones. On the other hand, it lacks a phenomenon-level single-machine mobile game to expand the boundaries of users.

"For 37 games, we can't say no effect. After all, the development of any industry will go through such a stage: rapid rise - fierce competition - industry reshuffle - the few remaining winners. This is the process of a big wave of scouring the sand and seeing gold.” Li Yifei said that in the beginning, the game industry has a “fishing” mentality. They ignore the needs of players and do not pay attention to product quality. Cards, marketing cards, all day long wondering how to collect money from the player's pocket. This is not China in the 1990s. It can be seen as a novelty in front of a dos machine. China has the largest player group in the world. The world's top game companies are staring at this fat.

Li Yifei believes that today, when domestic games are faced with competition from the world's top game makers and players’ growing game demands, whoever can come up with peer simulations can't imitate them and maximize the satisfaction of various types of BT-level players in different fields. , who can survive this brutal fight. This kind of environment has a certain impact on the entire industry, but it is an advantage for powerful companies.

Large game companies have talent and capital advantages, as well as capital for trial and error, and they tend to follow closely. For example, when heavy gaming becomes the main body of mobile games, the advantages of large game companies will emerge. The yellow sand blows all the way to the gold. This adjustment will clean out some small teams that clean the ball, and high-quality game companies will precipitate.