Moving forward in the cracks: the mobile game market under the new audit policy

Developers in the fog

Li Jianhua is the head of an independent game development team. These days, in addition to being busy preparing for the launch of the new game, he is also troubled by something that other people in the mobile game industry are currently concerned about - the application for game licenses.

"The problem we are facing now is that we don't know whether we can release it in China by then (after July)." Before this, the team, like most "independent games", always operated its own games. "We don't want to make every game so complicated (find a channel agent), so if there is a version number agent, we still prefer to spend money to apply for a version number. For CPs with relevant qualifications, we mainly talk about agents. They will have some requirements for the game's launch date and the details of the game itself, which will make us very passive."

Li Jianhua consulted some "version license agents" and said, "Someone has already quoted us a price of 18,000 yuan, but we don't have an ICP certificate, so we are planning to put it on the App Store first." Li Jianhua said that some developers without online publishing qualifications are in the same situation as them and are facing the problem of applying for version licenses.

App Store recommendation position, this is the best result for many games with themes that are not popular in channels

A similar situation happened to another developer. Their game was a TCG that was not popular with channels, so they had difficulty finding channel agents. After struggling for a while, they decided to operate independently and put their hopes on the recommended position in the App Store, which is the best result for many games with themes that are not popular with channels.

However, the SARFT's "Notice on the Management of Mobile Game Publishing Services" disrupted their pace to some extent. "It still has an impact on the launch time. It was originally scheduled to be launched next month, but now it seems that it will be delayed by about two months." Because of the requirement for a game license, independent operation is no longer the best option, and now they have to put their hopes on the channels again. "The second test data is better, and there are operators in talks, and we are also trying to get the game license."

These developers have more or less some misunderstandings about the new policy. Chule reporters found that in addition to official announcements, the main information developers get comes from the interpretation and reports of the new policy by various media.

During the interview, most of them repeatedly asked Touch Music reporters whether they had reliable information about the "new policy". Their general consensus was that the App Store should not be affected or restricted by censorship.

"change"

But just today, a notice on the App Store dashed these developers' hopes.

"To game developers in China: According to the announcement issued by the State Administration of Press, Publication, Radio, Film and Television on May 24, 2016, mobile games need to be approved by the State Administration of Press, Publication, Radio, Film and Television before they can be released." This notice appeared prominently at the top of the developer's backend and carefully reminded developers of the operation method. "Please enter the game app approval number and date in the note field of the App Review Information section."

"It can't be true?" a developer asked Chule, "How will Apple deal with it? If it is not filled, will the game be directly offline?"

Before this, most people believed that with the scale of Apple and the App Store market, developers would still retain the right to upload games to the App Store. "If it really doesn't work, just release it to Apple," a developer told Touch Music. In fact, in all the previous movements, the App Store has always maintained an aloof attitude.

Apple made things clear in a way that game developers least expected.

But today, Apple's statement made the situation clear, the kind of clarity that developers least wanted.

Developers, mainly independent game developers, are panicking. For many developers, the App Store is their last choice. They don’t want to have difficult negotiations with publishers, channels, and business, nor do they need to put too much effort into getting their games on the shelves. They can even voluntarily give up the Android market, but now, the last hope has disappeared and they have no way out.

What is even more troubling for them is that this announcement from Apple, like the previous notices, is open to thousands of interpretations. "Do all games developed by domestic developers need a version number, or do games launched in China need a version number?" a developer asked the reporter. "How do we review it? What happens if we don't fill it out? What about games that have already been launched?"

Many developers have been forced to choose to give up the Chinese region: "If we must get a version number, we can only go overseas first." But this is certainly not a good solution. Independent games based in the local market will face the challenge of a sharp drop in revenue. At the same time, Chinese users may not be able to play some independent games.

An independent developer placed his hopes on Apple's official "review on his behalf". "We have also consulted some agents, but our team is understaffed and we don't have the time to argue with managers. If the App Store can handle this, it will be a relief."

Developer Shen Qing is confused about these issues: "I don't understand these issues. In fact, I don't need to understand them. Now I am required to understand them, which increases my learning cost. I am a technical geek who writes code at home every day. It can be said that I know nothing about the policies."

He asked the reporter: "Do you think my game should be removed from the App Store on July 1 or October 1?" Because he was worried that the game would be removed from the App Store later and he had no way to apply for a version number, Shen Qing decided to remove his game from the App Store China at any time. "I started selling at rock-bottom prices before I received the warning to remove the game!"

Compared to these small developers, the big companies that have already reached a large scale are quite calm. The calmest among them are the manufacturers that have obtained online publishing qualifications. Some people don’t care what the “notice” is. This indifference has reached a very interesting level: “It doesn’t matter. Our company is very formal, we have all the qualifications, and the game images are all authorized.”

Many people even think that this is an opportunity, because large companies can use this policy advantage to more easily obtain excellent works. "I think there is no difference. Small CPs have always been greatly affected. Taking that step will take the subsequent risks." The operations manager of a game company said this. He also believes that the regulations have provided convenience to companies that already have online publishing qualifications to a certain extent. "To a certain extent, it makes it easier for qualified and wealthy companies to negotiate agency."

"acting"

The game license agents have been busy soliciting business in QQ groups and WeChat Moments, and Apple's statement has made them even more excited. A reporter from Chule found a broker with a high promotion ranking on Baidu. According to the agency, it has been operating for 11 years, and "Legend is our game license client."

He was lying - in the game approval results of the State Administration of Press, Publication, Radio, Film and Television, the publisher of many "Legend" products under Shanda Games was Shanghai Shulong Technology Co., Ltd. In February 2003, this company was acquired by Shanda.

The staff member who is in charge of consulting and answering questions at this license agency told Chule reporters, "It normally costs 20,000 RMB to apply for a license, and it takes 60 to 90 working days."

This is inconsistent with what was stated in the notice. The other party explained: "Because the number of applications for edition licenses from publishers, the Publishing Bureau and the General Administration has increased dramatically, most of the time specified in the policy cannot be met. We can only conservatively estimate that the licenses will be issued before October. Because many mobile games are too late, it has been postponed again. The news we received internally is that the deadline is October."

These "agents" are omnipotent and even offer to sign "legal" contracts

The application prices vary greatly. An intermediary agency told Chule reporters: "The fee for the publication number is our service fee. The government department does not charge any fees for normal processing." The agency also said that the agency itself has cooperative publishing houses in Beijing, Shanghai, etc., but because the application cycle for the publication number is very long and the manpower and material resources required are not cheap, and because of the "new policy" there is a large backlog that has caused the price to rise.

Another agency that "buys game licenses on behalf of others" charges even lower prices than the previous one - only 10,000 to 15,000 yuan. They said: "We charge low prices to expand our reputation. The circle of buying game licenses on behalf of others has just emerged, and many small game companies and CPs don't know which one has the lower price and is more efficient. We hope to attract customers in this way."

They even offered a floating price mechanism: "If your game is one of the 'seven categories', which is the casual category mentioned in the notice, you can quickly get a license, saving us the manpower and resources for review, and you will get a certain discount on the corresponding price." The customer service representative told the reporter, "If you introduce other customers to us, we will give you a discount ranging from 1% to 5%, which can be used when you apply for other game licenses next time."

A Beijing publishing house also put out such an advertisement on its WeChat public platform: "Apply for publishing license, no intermediary, fast review, first order 18,000, and discounts for subsequent orders."

The paid service includes preliminary review and agency process. The staff told the reporter that they will conduct preliminary review on behalf of the game, and only if it does not involve sensitive content will it be sent to the cooperating publisher or relevant unit for review and approval. There are also ways to deal with non-compliant game content - a customer service staff member suggested to the reporter, "You can use a 'clean version' for review first, and then add relevant content when you update it later. As long as it is not reactionary, there is basically no problem."

The reporter told several agents that he was an independent game developer, with only three people in the team and no company, and no ICP certificate. Two of the agents said that they could help you register a company with ICP and other relevant qualifications and then apply for a game license. "Or, we can also help you register a company and apply for ICP qualifications."

"We have many cooperating publishing houses, and this is not the first year we have been doing the publishing license business. We pay half of the fee first, and settle the balance after getting the publishing license." The customer service staff tried to dispel the reporter's doubts, "Other things, such as how many years we have been in business, it is probably meaningless to be listed on the New Third Board. The qualification application is a cooperative relationship between the two parties. We provide services, and we also hope that you can provide support and trust."

These companies will even provide contracts. "The contract has clear rights and responsibilities and payment methods. If you think there is something wrong, you can make suggestions and we can reach a consensus in the contract. In this way, I think even if we cheat you and take the money but do not do the work, you can still protect your rights through legal means."

But in fact, this kind of business itself is in a gray area. The criminal law clearly stipulates that buying and selling certificates is illegal; and in the contract law, contracts that violate the mandatory provisions of laws and administrative regulations have no legal effect. What's more, it is hard to imagine that an independent game developer can spare the time and energy to fight a lawsuit.

"As a game developer, should I be the one worrying about these things?"

"I may have to find a company to sponsor the game," a developer told reporters. "But this will cost extra time and money, and I feel weird... Why should I find a company to sponsor the game? What if they hold the version number and say the game is theirs?"

"Of course, intermediaries are unreliable, but is there any other reliable solution for me? Is there any solution that will not increase time and financial costs? I certainly don't want my game to be reviewed by others, but do I have any other options?" he asked. "The question is, as a game developer, should I worry about these things?"

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.