Is heavy H5 really good?

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The effect is not much different from the expected one. H5 has exploded this year. A large number of CPs have started to develop H5 games, a large number of APP channels have started to try to distribute them, and a large amount of funds have begun to pour into this market. The market performance is very good.

The H5 game market is growing rapidly. Heavy H5 games may be fake.

According to IMedia Research's "2015Q1 China Mobile Game Market Monitoring Report", the number of H5 mobile game users is expected to reach 159 million in 2015, a year-on-year growth of 47.2%. Currently, the number of HTML5 game developers has increased to more than 4,400, and the growth rate is increasing rapidly. More and more participants are pouring into the H5 game market. As of Q2 2015, the total number of HTML5 games has reached 1,687.

Judging from the data, the entire H5 game market has experienced rapid growth in 2015. With such a strong market performance, no matter from which angle we analyze it, it seems difficult for us to find fault with the entire H5 game industry.

However, as an indispensable market segment in the future gaming industry, when independent heavy mobile games are becoming more and more popular and their ability to attract money is getting stronger and stronger, H5 practitioners are also shouting the slogan of the rise of H5 heavy games, trying to replicate the glory of PC web games. However, there are some issues that directly hinder the development of H5 heavy mobile games, and I can't help but want to raise them.

*** Crime: Heavy mobile games are not good enough, and it is too early for heavy H5 games to be popular

Although a large number of heavy mobile games have emerged in 2015, many veteran game enthusiasts believe that because many of the current "heavy mobile games" do not have perfect social and competitive systems, there are only a few that can truly be called heavy competitive mobile games.

When all major manufacturers have invested their human, material and financial resources into the research and development of heavy mobile games, even independent heavy mobile games have not yet become truly high-quality. H5 games are not worth mentioning in the entire game market. The rise of PC web games is much later than that of PC terminal games. When the industry's human, material and financial resources are still mainly concentrated in heavy mobile terminal games, it is difficult to produce good high-quality games without good resource investment and there is no good user base. The popularity of heavy H5 games is premature.

The second sin: Fragmented time is more for light H5 games than for heavy ones

With the development of mobile Internet, the rapid growth of smartphone users in China has also driven the development of the entire game market. People can now use their mobile phones to experience different life in fragmented time. After light games have become the most popular on people's mobile phones, more and more heavy independent games are taking up more and more players' time with their more fun experience.

Now that heavy-duty independent mobile games can already satisfy players' demand for heavy-duty mobile gaming, it has become very difficult for H5 games to attract players for a longer period of time than independent games, as independent games offer a more convenient entry point, better gaming experience, and a more unified user system than H5 games.

However, players have limited time to experience the game in fragmented time, and most players are light gamers. In the eyes of players, light H5 has a higher priority than heavy gamers.

The third crime: Heavy H5 games consume more network resources than light H5 games

As we all know, H5 games are like mobile web games, and web games consume a lot of network resources. Although H5 games can be played immediately, the resource loading and pulling each time is still a big flaw.

It is undeniable that the mobile network has entered the 4G era from the 3G era, and has made a qualitative leap in terms of network speed, but the network charges have never been reduced. It is unrealistic for players to play H5 games while surfing the Internet through mobile networks. Even light H5 games are difficult for users to accept, let alone heavy H5 games! Therefore, the consumption of network resources by heavy H5 games is a huge challenge currently.

Although many HTML5 game manufacturers have made huge concessions in terms of graphics and art in order to reduce the consumption of network resources, and are greatly improving the consumption of network resources by H5 games, this also indirectly shows that at least it is not the time yet for H5 games to become heavy-duty.

The fourth sin: The lengthy entrance of H5 games leads to a lower user retention rate

A lengthy entry is a common problem for H5 games on the market. Here we take the H5 game "Wanba" as an example. First, you have to enter the QQ space, then click "Wanba" in the lower right corner, then you can see the displayed games, and finally you can click to enter the game. Players may be very disgusted with such a cumbersome process. In addition, for those users who are not proficient in using mobile phones, they don't know where to start. In this way, the user retention rate of H5 games will be greatly reduced.

According to the Q1 2015 mobile game data report released by DataEye, the next-day retention and 30-day retention rates of H5 games did not change significantly compared to Q4 2014, with the next-day retention rate being 8.7% and the 30-day retention rate being 0.6%. However, the 7-day retention rate of H5 games increased during Q1 2015, but this was mainly due to the improvement in the quality of H5 games and the slight increase in the stickiness of target users.

It seems that in terms of retention rate, the performance of H5 games is indeed still very sad. Only by continuously improving the quality and upgrading the entrance from three levels to two levels or even one level will it become the original driving force to improve the retention rate of H5 game players.

The fifth sin: Mobile phone hardware may not be able to keep up with the pace of heavy H5 games

As we all know, running H5 games requires opening two or more applications to run fully. Since it is a clientless game, it needs interface support. In this case, high hardware configuration requirements are indispensable for heavy H5 games, but the development of the mobile phone market has slowed down. Is there still a chance for heavy H5 games?

According to IDC data, Samsung ranked first in the Chinese market a year ago, but its market share has dropped to fourth in the first quarter of this year. In response, Samsung once said in a statement, "There are signs that the explosive growth of the Chinese smartphone market has slowed down. In addition, there are still 885 million mobile phone users in China who are still using low-end and mid-range smartphones, which has led to saturation in the Chinese market." 885 million users in China are still using low-end and mid-range machines. What an amazing number! Under such circumstances, the development of heavy H5 games will obviously be affected to a certain extent.

To sum up, although various signs indicate that the future of heavy H5 games is bleak, they will eventually have a certain market position in the game market. It is almost impossible for heavy H5 games to explode in a short period of time.