22 mobile game companies were named. Will the high growth of mobile games come to an end?

Yesterday, the Ministry of Culture released the 20th blacklist of illegal and irregular Internet cultural activities: 14 mobile game platforms such as Wandoujia and 91 Mobile Assistant and 8 online game companies such as Quyou Technology were named by the Ministry of Culture for operating 41 illegal game products or promoting pornographic content in their promotions. The relevant person in charge of the Ministry of Culture said that the supervision of the "mobile game" market will be strengthened in the future. The industry predicts that if the supervision is further strengthened, the bubble of the mobile game industry may gradually burst.

The vulgarity in the gaming industry has always been prevalent and has been repeatedly banned. The mobile gaming industry, which emerged as a new force last year, has maintained a nearly crazy growth in the first quarter of this year. However, this emerging industry is also not immune to "vulgarity", and has played the pornographic card in game content and marketing promotion. Many mobile game manufacturers have produced vulgar games and even invited Japanese AV actresses to promote the games.

Vulgar content becomes a magic weapon for attracting money

According to a person in charge of a mobile game company, mobile games "are meant to make money from children." The payment rate of adult players who stay in a mobile game is generally 5% or even lower, while the payment rate of teenage players who stay in the game can reach at least 10%. Adult players generally pay less than 1,000 yuan, and teenagers account for the vast majority of large payments of 1,000 yuan or even more than 10,000 yuan. For growing teenagers, pornographic content is undoubtedly an important means to stimulate them to pay.

A relevant official from the Ministry of Culture's Cultural Market Department said that as mobile games have rapidly become the Internet's "gold mine," some game developers, driven by short-term interests, have developed a large number of small online games with no technical content, and used pornographic content as a gimmick to attract players to download and use them. Some mobile game platforms have lax control over the content of games on the shelves, and have turned a blind eye to games that clearly promote pornography, resulting in the widespread dissemination of illegal games and a bad impact.

It is understood that in the next step, the Ministry of Culture will take various measures to continue to urge and guide the comprehensive law enforcement teams in various places to increase the supervision of the "mobile game" market, continue to publish blacklists of illegal and irregular Internet activities, and severely crack down on illegal activities such as promoting pornography in the game content itself or during the publicity and promotion process.

Mobile game concept stocks

Will it continue to prosper?

Last year, the acquisition of mobile game companies became a mainstream trend in the A-share market. There were 22 mergers and acquisitions involving mobile games, involving a total amount of 20.3 billion yuan. At the same time, the secondary market was also extremely popular with "mobile game-related" concept listed companies, which experienced a sharp rise and fall after being hyped by market funds. In the first quarter of 2014, nearly 19 mobile game concept stocks continued to be "increased" or "newly acquired".

The supervision of mobile game concepts has been further strengthened. On April 25 this year, the China Securities Regulatory Commission issued the "Questions and Answers on Major Asset Restructuring Involving Game Companies", which explained the relevant matters of restructuring involving game companies, and specifically required listed companies to analyze and disclose specific business data in the restructuring report based on the characteristics and operating models of game companies.

The mobile game industry has been undergoing rectification one after another. Wang Ke, vice president of Feiliu, believes that the mobile game industry is currently in a bubble period. As the bubble gradually bursts, the mobile game industry will usher in a major reshuffle in the future. In addition to channel advantages, differentiated services will definitely be a breakthrough in the development of the mobile game industry. Some companies may be acquired and exit the stage of history, allowing the industry to develop towards centralization.

There are also views that, backed by a huge number of mobile phone users, mobile games are still the most promising industry in the mobile Internet. At a recent performance meeting, Qihoo 360 CFO Xu Zuoli judged that overall, the scale of the mobile game industry this year should expand to 2 to 3 times that of last year. Perfect World CFO Liu Yongji said, "The gross profit margin of the mobile game business is about 40% to 50%."

The first quarter results of some game companies showed that mobile game revenue still doubled year-on-year.

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10 mobile game platforms

A total of 113,000 yuan was fined

The Ministry of Culture recently released the 20th blacklist of illegal and irregular Internet cultural activities: 14 mobile game platforms such as Wandoujia and 91 Mobile Assistant and 8 online game companies such as Quyou Technology were named by the Ministry of Culture for operating 41 illegal game products such as "Aoi Teacher Shooting the Plane" and "Ravaging Actresses", or promoting pornographic content in their promotions.

At present, 10 mobile game platforms including Wandoujia have completed administrative penalties, with a total fine of 113,000 yuan, and ordered the relevant platforms to remove illegal games and carry out comprehensive rectification; the other 4 platforms have also been filed for investigation and will complete the administrative penalty procedures in the near future.

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.