At the just-concluded Chinajoy, what muscles did BAT flex?

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The four-day Chinajoy has officially come to an end, but this carnival in the gaming industry has encountered some troubles this year: According to the "2015 ChinaJoy Designated Agency Tripartite Service Agreement" issued by the CJ competent department, "female models who expose their breasts more than 2 cm, wear low-waisted bottoms that are 2 cm below the navel or the hem of their short skirts is higher than the bottom line of the hips, wear see-through clothing and clothes similar to underwear and swimwear, etc., will be fined between 5,000 and 20,000 yuan." However, judging from the subsequent statistical data, the loss of players is not that exaggerated. The total number of CJ visitors in 2014 was 250,000, and the total number of visitors in 2015 was 270,000, and the enthusiasm of players has not diminished.

In a sense, CJ is a mixture of players, game manufacturers, show girls, and the media. The big guys are busy giving speeches, the media are busy interviewing, and the manufacturers are busy discussing cooperation. The show girls, who pay 500 to 1,000 yuan per share, meet the photo needs of players who spend less than 100 yuan. In a word, "each seeks what he needs."

Compared with E3, GameStar, GAMESCom, and Tokyo Game Show, Chinajoy, which has a history of more than 13 years, has become the biggest feast in the Chinese gaming industry in a sense. At each CJ, game manufacturers will spare no effort to promote their new games and products in order to gain word of mouth and users. At the same time, CJ is also a weather vane for the gaming industry. New trends in the gaming industry, company strategies, etc. will all be reflected at CJ. So let's change the angle and take a look at what changes BAT experienced last year and what chess pieces they have laid out this year behind CJ.

Alibaba: Make the gaming platform like Taobao

Jack Ma said publicly a long time ago that he would rather die of starvation than make games. But it turns out that the words of bigwigs are usually unreliable. In January 2014, Alibaba officially announced its entry into the mobile game field, and then acquired several game companies overseas. However, Alibaba's real layout in the game field was after the full acquisition of UC, when Yu Yongfu led the integration of Alibaba Mobile Division. Alibaba has a total of six major businesses on the mobile side of Ali Mobile: UC Browser, Shenma Search, AutoNavi Maps, 9game Games, Ali Literature, and pp Assistant. In addition to the existing game business on TV boxes, 9game has become Alibaba's most important chess piece in the game field. In other words, you can directly call 9game Ali Games.

Alibaba has made a relatively detailed division in terms of channels. pp assistant mainly distributes apps, while 9you mainly distributes games. Although 9you tends to focus on heavy games and shared more than 900 million yuan in revenue with developers last year (according to the industry standard of 5:5, it can be inferred that the turnover of 9you platform last year was about 1.8 billion yuan), objectively speaking, there is still a certain gap between 9you's distribution volume and user base and 360 and Baidu Mobile Assistant. Under such circumstances, 9you has launched the concept of a player platform.

For example, when you open the 9game app, the homepage is a guide and news about a certain game. In traditional app stores, this is one of the most expensive advertising resource locations, and these contents are not from advertising, but are pushed and presented based on the player's interests and clicks. In addition to game recommendations, the 9game app also has a game community forum where you can find your favorite games and interact with other players. According to the official definition within 9game, 9game is not a game distribution platform, but a comprehensive game platform that combines communities, game guilds, and game information.

Lin Yongsong said that 9game's advantage is that there are many experienced players on the platform. Judging from the products connected, user retention and ARPU value (revenue contributed by a single user) are relatively high. According to 9game's vision, the platform will be closer to the model of Taobao or Tmall in the future. Each game company will open its own "store" on this platform to promote new products and gather players. 9game is mainly responsible for the operation of the entire platform ecosystem.

In fact, in the process of being integrated into the Alibaba system, Alibaba gave Jiuyou a lot of resources, including many apps including Tmall and Taobao, etc., for diversion and distribution, but the effect was not obvious. The answer is very simple. E-commerce and games are essentially two different categories. No matter how high the traffic is, the conversion rate may not increase.

Therefore, although Alibaba has high traffic, it cannot directly help 9game. It might be the best way to utilize existing users and union resources, integrate game manufacturers, and do some marketing and agency.

Tencent: How does the world's largest gaming company play?

There is no doubt that Tencent can be described as a single-handed company in the gaming industry. In 2010, Tencent became the largest gaming company in China. In 2014, Tencent became the largest gaming company in the world. According to the 2014 "Ranking of Listed Game Companies in the World" survey report released by NewZoo, a gaming industry research organization, Tencent topped the list with a revenue of $3.476 billion in the first half of the year, surpassing Blizzard and EA to become the world's largest gaming company.

But Tencent also had its failures. Last year, the extremely popular "Dota Legend" became the biggest dark horse with a nearly 3 billion performance, and created two companies that entered the capital market: Lilith, the developer of "Dota Legend", and Zhongqing Longtu, the publisher of "Dota Legend". Wang Xinwen, the core of "Dota Legend", also came from Tencent. Subsequently, Tencent Interactive Entertainment announced the adjustment of its structure, splitting the original 8 studios into 4 studio groups: Tianmei, Photon, Magic Cube, and Northern Lights, with a total of 20 studios under its jurisdiction.

To some extent, these studio groups are equivalent to Tencent's subsidiaries. Not only do they need to compete with the outside world, but there is also competition among the studio groups. Tencent's corporate culture is "If a project cannot be done, either cut it off or let someone else do it." Weibo and e-commerce are the best examples. Previously, there was news that two studio groups of Game Interactive Entertainment released games on the same day and undermined each other. It is conceivable that the pressure of making games at Tencent is also very high.

Tencent has the super-profitable "Cross Fire" and "League of Legends" on the PC. In the mobile game sector, there are also products such as "Everyday Cool Run", "Everyday Love Elimination", "Everyone Assault", "Miracle Nikki", "Candy Crush Saga" and so on. Tencent's current strategy in the mobile game sector is very clear, which is to subdivide and classify all games, such as cards, such as three-in-one, such as MOBA, and then benchmark the best game products in this subdivided field and cut into them one by one. For example, in the gun battle category, Tencent launched "Everyone Assault", in the action game category, Tencent launched "Everyday Xuandou", and in the MOBA category, Tencent launched "Nine Dragon War" and "Everyone Super God", and even "Brain Master" and "Miracle Nikki" are not let go of these vertical fields.

This "big and complete" strategy, reflected in games, is the hope to cover all categories and types, and rely on the huge number of users and R&D strength to quickly become the number one in this market segment.

In addition, in terms of IP, Tencent, which is rich and powerful, has won a series of gold medal IPs such as "Naruto" and "Saint Seiya", and plans to launch corresponding games in the second half of the year. In addition, Tencent's literature, film and television will also provide IP resources at the same time. It is useless to make good games without channels. The terrifying thing about Tencent is that it not only has strong R&D capabilities, but also stronger channels. For high-quality games, not only WeChat and mobile QQ, two fist products with a total value of nearly 1 billion, will promote games, but also other products such as App Store, browsers, Tencent Video, etc. will also join in the promotion of games. But in general, WeChat and mobile QQ still account for the majority, and the imported users account for 70% of the total users.

Tencent may not always be number one, but from the current perspective, it is extremely difficult to surpass it.

Baidu: Continue to do traffic business

Robin Li once publicly reflected on Baidu's slow transformation in mobile. The result of the slow transformation is that Baidu is still doing traffic business in the gaming sector.

Whether it is Baidu Games or Baidu Mobile Games, it mainly relies on its product matrix as the traffic entrance, such as Baidu Mobile Assistant, Baidu 91, Android Market, as well as Hao123, Baidu Literature, Baidu Tieba, Baidu Magic Photo, etc.

At this year's CJ, Baidu Mobile Games Vice President Gu Wei elaborated on Baidu's mobile gaming strategy, which is to use Baidu Mobile Assistant, Baidu 91, Android Market, and Baidu Game App Store as entrances to resource traffic, plus media-attributed products such as Baidu Tieba, Pocket Bus, and 18183 to complete the change from "app store" to "app store + search engine + media community."

In addition, President Gu also announced Baidu's IP strategy. The first step was to launch the IP Cube. The so-called "IP Cube" predicts the types of games that players will like in the future through the analysis of big data. In addition, it connects film and television, literature, animation, and games to form a complete ecological chain.

It sounds good, but in fact, Baidu's search business is only on its own products. Larger channels all use their own search engines, such as 360 uses Haosou and Jiuyou uses Shenma Search. It is too difficult for Baidu to use the search card to enter the channel market. As for the IP strategy, first of all, the price of IP has been driven up very high. In addition, Baidu does not have many IP resources except literature. Baidu claims to purchase IPs from all over the world, "Iron Man, Spiderman, Batman in the United States, Doraemon, Chibi Maruko-chan, and Crayon Shin-chan in Japan, and then develop, distribute, and operate IPs by itself."

Apart from anything else, just look at how difficult it was to acquire the IP of "Naruto" and Japan's perverted supervision system, and you will know that IP strategy is not something that can be achieved by just talking about it.

On August 8, 2014, some media reported that Baidu Games General Manager Liao Jun had been taken away by relevant departments to assist in the investigation after being reported by Baidu internally. The insider also revealed that the reason Liao Jun was taken away was because of improper transactions. You can read it for yourself, I won't comment on it.

as well as……

Yinhan Technology, acquired by Huayi, recently announced its official entry into the publishing field. This game company, which has been established for more than ten years, successfully transformed into mobile games with two products, "Time and Space Hunter" and "Gods and Demons", and brought Huayi 1.7 billion in revenue in 2014. Yinhan's way of entering the publishing field is to use the best team, resources and funds to make up for the lack of publishing experience. For example, it is equipped with an operation team of more than 20 people, such as a 500 million distribution fund. Generally speaking, game companies of a certain scale will open up the R&D-distribution industry, and use Huayi's IP advantages to build a full industry of film, television, games and literature in the future. #下盘大旗#

Touch Technology, which started out as a game engine company, is trying to walk on two legs. Changsi Advertising, founded in 2012, may become Touch's second business line with a scale of over 1 billion (the first is the game engine business). Currently, Changsi ranks among the top three in the domestic mobile advertising market. Touch, whose listing plan has been shelved, is trying to tell more stories.

For players, except for the show girls who are not allowed to show their breasts, every year's CJ seems to remain unchanged. But for game companies, the CEOs who are still on the stage giving speeches and sharing their success experiences this year may be replaced by a different group next year. Every trend creates a group of people and also eliminates a group of people.