Pattern – : mobile game channels appeared three variables


hunting cloud network (note: if the traditional enterprise do mobile game A year ago the topic or the laughing stock of words, as many a-share listed companies for game developers to the completion of the merger, the traditional enterprise is over rob development stage, and direct invasion of mobile game distribution of the market. Mobile game distribution channels -!

the author: 方堃

“was lack of IP, is lack of high-quality goods, although market growth at high speed, but did not carry tripods work support, channel is hard to make this year.” A person working on the tour to distribute hand regrets way to us.

in his view, although the size of the mobile game market this year has been more than pages to swim, but with the growth of the market, the lack of high-quality goods, as well as from traditional industry to sweeten distribution channels especially difficult this year. We’ve learned through the information collection, mobile game channel this year are the following three changes:

1, the traditional enterprise invasion hand swim distribute

if the traditional enterprise do mobile game A year ago the topic or the laughing stock of words, as many a-share listed companies for game developers to the completion of the merger, the traditional enterprise is over rob development stage, and direct invasion of mobile game distribution of the market.

a, hand move manufacturers and long time announced its products in suning stores and offline stores to distribute, become the first domestic given up 360, baidu Internet distribution channels for traditional offline channels of distribution.

according to a person not to be named, head of mobile game development enterprises revealed to us, not only su ning, including huawei, zte mobile phone factory Even the sea er home appliance enterprise are put forward to the company the exclusive to own cooperation invitation distribution platform. According to the source, with baidu, 360 of these Internet companies hand tour distribution platform, compared to traditional enterprises to more rich, such as haier and divided into proposals have been proposed, in which developers can get 9 into income, and can obtain the haier multi-platform promotion resources free of charge.

“in the past, a mobile game to be successful, must have 360, baidu, millet this platform, and traditional enterprise now come in, not only to free resources, and put forward the divided into the proportion of very low, this let us very move.” The source said.

2, developers say: tencent a strong 360, baidu gradually weakening

crisis not only from the invasion of traditional enterprise, with the application of treasure, micro letter, such as distribution platform, in the domestic tour distribute hand market, tencent has been in a strong position, and very strong, 360 a year ago, baidu and other distribution platform is a weakening trend.

market-research firm App Annie to provide according to the latest data, in the IOS platform, the top ten game seven from tencent. In addition, online only 1 year time tencent mobile gaming platform in the user login, length and quantity of the three indicators respectively increased by 104%, 44% and 117%.

“says tencent’s distributing platform how strong, said give you an example, as long as the tencent’s platform, even if you don’t have good IP, game quality is general, basically can also ensure that the game will not fail.” A tour practitioners hand made the remarks when talking about tencent.

the other side, the distribution platforms, including baidu, 360, still depends on three factors of the success of a game: the game quality is good, IP is well-known, the style is novel and. But on tencent distribution platform, a no longer depends on the three factors of the success of the game, or even a quality general game, tencent will give resources, will not fail. Tencent mobile gaming platform advantage is through the multi-dimensional social networks and account resources, realize the application of rapid spread, many times.

each other also revealed that for developers now, as long as the company promises to resources, there will be a lot of people are willing to even require exclusive, but a year ago, developers still prefer multi-platform promotion, to sign a sole more exclusive. This can explain tencent strong position in the present, and 360, baidu and other distribution platform gradually weakened.

3, IP value highlights distribution channels in hand tour development

in fact, the value of IP has been distribution channel height, with many distribution channels have begun to develop their own games and developers for your job.

a few weeks ago, hand swim announced in the “sea king” (one piece), “naruto”, “clever ikkyu”, “the king of fighters 97” and “nuclear warhead gold 2” IP and cooperation of the product. Announced a few days later, baidu mobile games for Japanese toei animation “slamdunk” animation image of the cell phone game film, and at the same time open activism.

it is understood that, along with distribution channels such as baidu, 360 started spending a huge sum of money for IP, the IP or is authorized to developers for development, or is he formed independent mobile game development team of hair. Is responsible for the 360 games, senior vice President of distribution business, kit is the truth, in the past 1 year 360 have signed a lot of IP, the future to get the IP will share to the 360 platform developers.

Conclusion

a year ago, the tour industry basic hand in a weak developers and distributors strong market pattern, and with the tour industry the size of the market do big hand, the invasion of traditional enterprise, tencent’s strong rise, make the distribution channel has started to take the initiative to change, and change the attitude in the past just into money, to buy IP, positive, and attract developers to join their platforms. Predictably, with the deepening of the change, the game industry will enter to the market situation.