What is a video game?
From the current point of view, video games are mainly divided into two types. The first one is television host games. Typical is Microsoft's XBOX, Sony's Play Station, Nintendo's WII II as the representative of the host. These host companies are not only profitable by selling software, but also need to support the software vendors of the games produced by these platforms to gain more player recognition. The threshold is mainly in China, host prices in foreign countries are good, and more and more towards the "zero piracy" software market.
The second type of similar mobile games is distributed by the application store of integrated platforms (television sets, boxes, set-top boxes). Users can download and play related games for entertainment. In general, downloadable games are divided into fees and free games. According to China's national conditions, there will be a large number of games for free downloading and prop charging.
The business model of video games
For TV host games, selling hardware and software is its main consumption model.
In China, the current Play Station and WII sales are still in the non-supervised "parallel state", XBOX has been officially introduced by BesTV, parallel and licensed co-exist.
At present, there are already a number of manufacturers in China that have begun to develop television hosts. The main problems are:
1, lack of mass base, unlike the host of these world-famous factories, after more than ten years or even twenty years of development, has accumulated a lot of software vendor support, the formation of a strong internal R & D strength, its brand Has traveled around the world in aura.
2. Not only is software support insufficient, but also piracy cannot be avoided. The host and the software vendor are the relationship between water and fish. It is difficult for only fish without water. The fish is Leelay. Now China's video game market only accounts for 1% of the game industry's revenue, and it is necessary to attract software vendors to transform video games and get involved in video games. Wait for time. The problem of piracy is an old issue that Chinese industry people hate and people in the industry love. If there is no way to solve the problem, the software is basically useless and can only take the road to develop Diablo III online games.
TV network game distribution channels
According to the three orders and five applications of China’s General Administration of Press, Publication, Radio, Film and Television, only owners of Internet TV licenses in China can have absolute dominance. Such powers include:
1. The entire system may eventually use the OS system developed by SARFT
2, can determine who's application is not on the application
3, can decide on what video, not what video
4, can decide which games, not what games
5, with the game side of the transport to be divided into proportions can be negotiated
Did you see that in the future of China's official regulations, it is the licensee’s right to play what games and which games are to be combined.
Millie and LeTV, like now, are likely to fall out and dwarf a supplier rather than a dominant one.
The main source of distribution channel revenue is game-party-linkage. According to the current mobile games and intermodal market, Apple is 37 points, and Ali is 37 points. Before that, many operators had 55 points or even 73 points.
Props charges: download games for free, in the game for the sake of stronger strength, you need to continue to buy tokens to expand their strength, recharge more users are known as RMB players. In general, there are more players playing more games, more users with more recharge, and games with heavy gameplay (the difference between Pokemon and World of Warcraft), and more users with more recharge.
Video games involve key elements
Intellectual property rights (IP): The mobile game market has repeatedly referred to the word IP. For example, Jin Yong's work names such as “Ludingji†and “The Condor Hero†are IP. There are many sources of IP, such as literary works, such as “Celestial Change†and “Three-Body,†such as TV show TV variety shows. For example, “The Rumors†and “Where is Daddy?†may also be “Come to Kangxi,†such as movies. And animation "Quebec", such as online game page extension "Dragon Valley", "Goddess Alliance" and so on.
Market research shows that IP-based mobile games, players recognition degree of participation is more than 3 times the game without IP, the current IOS best-selling list resident in a large number of IP games, such as "Magic Baby" (end extension), "God The Legend of the Condor (Literature Works), Qin Shi Ming Yue (Animated Adaptation) and some pirated IP works.
Marketing and costs: Why so many game market, headless and vulgar marketing and hype, is to attract eyeballs, promote downloads, download a large base, according to a certain conversion ratio, will inevitably get a higher charge amount, is a ROI (Investment Rate) problem. In general, the more marketing expenses, the wider the marketing scope, and the greater the download volume. Nowadays, the tools that vendors use to judge whether their markets are doing a good job are mainly Baidu Index and the amount of interaction.
Product: The quality of the product is also very important, just as we will play World of Warcraft, but we will scoff about the game of the cottage game and shoddy games. In a word, it is very important for people who play games to dig into human nature. That is what Shi Yuzhu says, glory, goals, interaction, and surprises.
Operation: A good operation can bring a lot of popularity. In general, the more free players circled around, the more paid players are, and the more players pay more. You can refer to the "My name is MT" and other mobile games. Holding events in the game is also an important part of the operation.
Channel: The channel is the relevant inter-party. In reality, due to the disputes of interests, many channels hope that good games will be played in their own starting and exclusive distributions. The specific situation will often depend on the game between the channel and the manufacturer.
How to watch TV game data?
Downloads: Downloads of the game do not expand
Flowing water: Flowing water is the general ledger of user consumption, but here it is noted that these charges are also divided with the operator, and do not represent the final income of the manufacturer.
ARPU: Per capita consumption, per capita consumption level should be based on specific analysis of the number of game participants. Like Tencent Mobile Games, “Cool Run Every Dayâ€, although the per capita consumption is not high, the monthly flow of water breaks 100 million.
Active number: Users who log in the game every day and perform certain activities
Retention: In mobile games, because the user can quickly abandon a game, the commonly used assessment indicators are: the next day retention, 7-day retention, etc., to reflect the proportion of players who still play the game after a few days.
TV game speculation starting point
1. With the popularity of smart TVs, the market began to pay attention to the synchronization between the Chinese market and the international market. Overseas, video games account for about 35% of total game revenue, and only 1% in China. In other words, the increase in the proportion of video games in total game revenue will stimulate market attention. 2. There is a masterpiece similar to "Fairy Legend of the Paladin" and "Legend" appearing in the video game to activate the market.
3, end-game, page-game growth stagnation, many manufacturers announced that they entered the video game
4. Major increase in M&A TV game themes or TV game themes
5. TV application distribution channel revenue has started to increase substantially
6. Revolutionary new technologies and new breakthroughs in video games have led to skyrocketing overseas-related stocks
7, video game manufacturers listed on their own sought after
How to cut into the video game
1. Acquisition of unlisted companies or equity-listed companies through extension-type mergers and acquisitions
2. Extending the business of end-users, pagers, and mobile operators
The risks of video games
1. The State Administration of Press, Publication, Radio, Film and Television clarified the status of Internet TV licensees and will continue to restrict internet companies from challenging the power of licensees.
2. The mobile phone is currently the center of everyone's life, and the TV operating rate is lower
3. Smart TVs are not synonymous with LCD TVs. Smart TVs or LCD TVs + boxes are TVs that can play video games.
4, video games host a high threshold, the risk of piracy still exists
5. The competent authority encourages innovation, but it does not rule out a policy that will affect the entire market.
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