Chinese gaming companies dilemma: sweet and bitter-perfect world of globalization, Shanda games, Tencent-IT information
Games at sea is not a new topic, but game makers this year have not satisfied with sea view, preferring to use a higher level of "globalization" or "international" instead.
ChinaJoy as an important barometer of industry just ended, obviously. In addition to the universal entertainment, globalization has become a big brothers often talk about the topic. In the perfect world games CEO Zhang Yunfan said: " Chinese game before our main target group is the China overseas company is marketing the game, very few said globalization ".
The globalization here, not just a product overseas distribution, including consolidation of capital, and participate in the global IP development, as well as overseas research and development, and so on. Even traditional product overseas distribution, the game company serious polarization and audit under the stimulus of the new rules, more attention.
Overseas publishers at ChinaJoy this year is particularly popular, but overseas really is spring?
Xishan overseas marketing director Celia Lee to Sina science and technology says blue ocean of the global market is not what we want, to go overseas and the world's pre-eminent gaming competition, and overseas distribution on capital requirements are high, are to be real pay "real money". If your product is not good enough, does not have sufficient funds and resources, as well as familiar with foreign business or distribution, may die faster.
No sea was out?
To game out the matter, there was a game company shouting "no sea was out." On this year's ChinaJoy, blue Harbour Group CEO Wang Feng also expressed the same meaning, "future game market, slim chance only localization, globalization is a general trend."
If you want to understand the game manufacturer's such anxiety about the local market, and the desire for the overseas market, a set of data may reveal problems.
Gaming industry released by the Games Committee report shows that China's growth rate has fallen for 5 years the number of users of the game, Games 2010 China growth rate reached the highest 71.1%, after declining by 2014 and 2015, the annual growth rate has been less than 5%. First half of 2016, Web game appeared dropped 8.7% new.
Gaming revenue, 2015 growth hit its lowest value since 2008.
And the slowdown is, big business dominate the scene all the more serious, Tencent and NetEase game revenues reached the two companies 52.3% of the game market as a whole, and tour revenues accounted for more, up to 60.5%. TOP10 games accounted for 59.4% of the mobile games market.
And compared to the worst domestic data overseas markets that seemed to give people some hope.
China's self-developed online games sales in overseas markets, in 2008 only US $ 70 million, 2015 has reached $ 5.31 billion, revenue surge almost 75 times in 8 times. The latest data show that early 2016, overseas market sales revenue reached US $ 2.53 billion, an increase of 43.7%.
Version of the new rules, audit strictly and elongated, exacerbated the anxiety. ChinaJoy, toB (corporate) area, Publisher at sea being the most busy people.
One publisher told Sina science and technology with all due respect, although recently he was asked a lot of things at sea or see a lot of products, but many manufacturers for "sea" a little taste of rush drops medical service, a number of relatively poor quality game products in China live without, to also live without overseas, products for the domestic market to go abroad is difficult. Overseas distribution become standard and the mainstream, there is still some way to go.
To the world, "Hai Tao"
While their domestic game companies, but also with intensive "scouring the sea" show global ambition.
First half of the year, there were two games to focus the world's takeover. A Tencent to developers of the $ 8.6 billion acquisition of the Royal war-Finland tour company Supercell. One is Yunfeng Fund, including giant, the Chinese Consortium, announced a $ 4.4 billion takeover of Israel Playtika casual mobile games company.
Company acquisitions large and global, is the most attractive place in the two acquisitions, can also see new changes of Chinese gaming companies ' capital to the sea.
Starts from the end during the tour, led by Shanda games acquired their own tradition of game developers. Tour times, "Hai Tao" this broader and denser.
In the first half of this year, Kunlun group United States developer of artificial intelligence Woobo 37 mutual entertainment investment Canada Archiact virtual reality company, acquired travel zone net Germany game developer Bigpoint, Palm fun technology investment Korea game company Webzen Webzen and many investment cases.
Tencent crowned as "Hai Tao" Hao buyers, not only set a maximum amount of purchases and buy buy buy up companies, bought 17 overseas investment and gaming company.
Shanda and perfect world to Sina science and technology official said from around 2010, the game companies in China to the sea from simple authorization, operate independently in several ways, including the acquisition of the sea. Strength of the domestic gaming companies with the development of industry, in the context of an increasingly competitive domestic market, to further develop the overseas acquisitions or cross-border investment is inevitable.
But Celia Lee told Sina science and technology even as overseas buying spree will continue, but I'm afraid this global platform and games company acquisitions rarely, is largely being bought up. Game companies to buy two or three lines, you need to weigh the input-output ratio. China overseas branches are mostly dominated by business marketing or distribution, research rarely, because of overseas research and development cost is high, low efficiency, and, indeed, there are issues of cultural difference.
In participating in the globalization on the IP game development, this year there is a new phenomenon.
U iOS IP products that account for most of the game on the bestseller list, IP development has become a global trend. But past global IP cooperation is particularly low and manufacturers in China, authorizing special care. This year, there have been many game manufacturers worldwide to buy IP and access to the global IP rights and distribution rights. Even if it is issued, there have been winning games and Ubisoft Assassin's creed: bloodsail cooperation from a separate issue, into a joint research and development and distribution.
Out those "hole"
While each company has a global dream, but many game companies, including Celia Lee head of overseas operations to Sina science and technology with all due respect, "out to sea" or there is a real determination to make globalization of game companies are just a few. Also has a large research and development team, specialized products for the overseas market, do well but still a minority.
Sun Shoushan, Deputy Director of the State press and publication Administration has publicly said that compared with the past, while Chinese gaming companies have made in overseas markets, but from the perspective of core competencies and other major indicators, is still in a weak position. Global revenues top game companies in China account for only one seat, and works with the international influence is still rare.
"Online gaming industry started from Agent Korea, and Taiwan products, even self developed products already account for the dominant share of the market, but the core game engine technologies such as development, CG effects, innovative gameplay, art power, domestic production still needs to a certain extent from foreign competitors introduction, reference and learning. "Says head of Shanda Games overseas.
In addition to this, differences in different global markets also caused many to game out the pit.
Perfect world told Sina science and technology challenges at sea in their eyes: " first of all, are not familiar with the local culture , cultural differences, games if not culturally, it is difficult to be recognized by local users; Secondly, does not understand the local laws and regulations , overseas vary, will encounter many unexpected problems. For example Viet Nam anti-indulged system than China more strictly, 3 hours played line, night 12 o'clock forced shut machine; three is talent of localized, perfect world in overseas are as using local employees; four is channel of localized , if to and local agents cooperation, on must share weal and woe, planning long-term development blueprint, and not to short-term money mutual constraints; last to special comply with overseas on respect copyright of traditional ".
Specifically, Celia Lee felt that each region should be targeted to localization, Hong Kong, Macao, Europe, America, Japan, and Korea, Southeast Asia, every area is different from Hong Kong, Macao is the most accessible place, relatively small localization and modification, but still need to do targeted marketing. Southeast Asia is also the Chinese culture and games used darker place. In Korea, China game business is also very good, is still the most difficult to Japan and Europe. But the two local gaming revenues and single rates of pay are first and second, wants around globalization.
AppAnnie released a report on 2016, China Mobile games play on the world stage, the report noted that China game income growth continues to rise worldwide, from 2014 1-May 2016 1 May, Chinese publishers overseas gaming revenue growth as high as 150%.
So far, the United States game publisher, China is still the largest and most important overseas market. 2016 1 in May, the United States game publisher, China accounted for overseas total downloads 20% of the 30% of the amount, overseas revenue.
" Chinese products in style, pay-point, game systems and world views, as well as Europe and Japan are differentiated, which was Japan's most difficult, European and American markets, China is a very successful case. Global gaming products to China, I am afraid that Japan is finally conquered the market, not merely a Chinese game company, game company in the world is true. "Celia Lee told Sina science and technology.
中国游戏公司困局：全球化的甘与苦 - 完美世界,盛大游戏,
腾讯 - IT资讯
游戏出海并不是一个新话题，但是今年游戏厂商们已经不满足于出海的说法，而是更愿意用更高层面的“全球化”或者“国际化”来代替。
刚刚结束的ChinaJoy作为行业重要的风向标，表现就很明显。除了泛娱乐之外，全球化也成了一个大佬们经常谈论的话题。按照完美世界游戏总裁张云帆的说法：“以前中国的游戏公司主要的目标群就是中国，海外的游戏公司其实就是做营销，非常少说全球化”。
这里所说的全球化，不仅仅是产品海外发行，还包括资本的整合，参与全球化IP开发，以及海外研发等内容。即便是传统的产品海外发行，在游戏公司两极分化严重和审核新规的刺激下，也越发受人关注。
海外发行商在今年ChinaJoy上就格外受到追捧，但是海外真的是春天吗？
西山居海外市场总监李振对新浪科技表示，其实全球市场并不是大家所想的蓝海，去海外其实是和全世界优秀游戏竞争，而且海外发行对资金要求很高，都是要实实在在付出“真金白银”。如果你的产品不够好，没有足够的资金和资源以及熟悉海外的商务或者发行，可能死得会更快。
不出海就出局？
对于游戏出海这件事，曾经有游戏公司高喊“不出海就出局”。而今年ChinaJoy上，蓝港集团CEO王峰也表达了差不多的意思，“今后的游戏市场，只做本土化机会渺茫，全球化是大势所趋”。
如果要理解游戏厂商的这种对于本土市场的焦虑，和对海外市场的渴望，一组数据也许能说明一些问题。
由游戏工委发布的游戏产业报告显示，中国游戏用户数的增长率已连续5年下降，2010年中国游戏用户增长率达到了最高的71.1%，之后逐步下降，到2014年和2015年，年增长率已经不到5%。而2016年上半年，网页游戏还出现了同比下降8.7%的新现象。
游戏市场收入方面，2015年的增长率也创下了2008年以来的最低值。
和增速放缓相对的是，大企业控场的情况越发严重，光腾讯和网易两家企业游戏总收入就达到了整个游戏市场的52.3%，而手游营收占比更高，占到了60.5%。TOP10游戏占移动游戏市场总收入的59.4%。
和国内数据的惨烈相比，海外市场似乎能给人一些希望。
中国自主研发网络游戏海外市场销售收入，2008年只有0.7亿美金，2015年已经达到53.1亿美金，8年时间收入规模激增近75倍。最新的数据显示，2016年上半年，海外市场实际销售收入达到25.3亿美元，同比增长43.7%。
而版号新规，审核的严格和时间的拉长，又加剧了这种焦虑。就ChinaJoy来看，在toB（企业端）展区，出海发行商成为最忙碌的一批人。
一位发行商对新浪科技直言，虽然最近他被问了很多出海的事情，也看了很多产品，但是确实不少厂商对于“出海”有点病急乱投医的味道，一些比较劣质的游戏产品在国内活不下去，去海外也照样活不下去，针对国内市场做的产品去国外也很难。海外发行真正成为标配和主流，还是有一段路要走。
去全世界“海淘”
而国内游戏大厂们，更是以密集的“海淘”展示了全球化的野心。
今年上半年，发生了两件让全球关注的游戏收购案。一个是腾讯以86亿美元收购《皇室战争》研发商—芬兰手游公司Supercell。一个是包括巨人网络、云峰基金等在内的中国财团，宣布以44亿美元收购以色列休闲社交手机游戏公司Playtika。
收购金额庞大和标的公司全球性，是这两起收购案中最引人关注的地方，也能看到中国游戏公司资本出海的新变化。
从端游时期开始，盛大游戏领衔了收购自己代理游戏研发商的传统。到了手游时代，“海淘”这件事更加宽泛和密集了。
就在今年上半年，发生了昆仑集团投资美国人工智能开发商Woobo，三七互娱投资加拿大虚拟现实公司Archiact，游族网络收购德国游戏研发商Bigpoint，掌趣科技投资韩国游戏公司网禅Webzen等多起投资并购案。
其中腾讯荣登“海淘”的最壕买家，不仅创下了最高购买金额，也是买买买最多的公司，投资和收购了17家海外游戏公司。
盛大游戏和完美世界相关负责人都对新浪科技表示，从2010年前后，中国游戏企业出海就已经从单纯授权、自主经营向着包括收购在内的多种方式的出海。国内游戏公司伴随行业发展实力雄厚，在国内市场竞争日益激烈的情况下，为了进一步发展进行海外收购或是跨界投资都是必然趋势。
不过李振也告诉新浪科技，虽然海外收购浪潮还会继续，但恐怕这种全球性和平台性的游戏公司收购很少了，也基本上都被买光了。去买二三线的游戏公司，需要衡量一下投入产出比。现在国内海外的分公司基本都是以商务市场或者发行为主，研发很少，就是因为海外研发成本较高，效率比较低，而且确实存在文化差异的问题。
在参与全球化IP游戏开发上，今年也有一些新现象。
欧美市场iOS畅销榜上IP游戏产品占据了大部分，IP开发已经成为全球趋势。但是过去全球IP持有方和中国厂商合作特别少，授权也特别谨慎。今年出现了不少游戏厂商全球购买IP和获得全球IP改编权和发行权的情况。即便是发行，也出现了胜利游戏和育碧关于《刺客信条：血帆》的合作，从单独发行，变成了联合研发和发行。
出海的那些“坑”
虽然每个游戏公司都有一个全球梦，但是包括李振在内的多位游戏公司海外业务负责人都对新浪科技直言，能“出海”或者真正有决心去做全球化的游戏公司还是少数。也有大厂的研发团队，专门针对海外市场去做产品，但表现好的还是少数。
国家新闻出版广电总局副局长孙寿山也曾公开表示，与以往相比，虽然中国游戏公司在海外市场中取得了成绩，但是从核心竞争力等主要指标看，依然处于较弱的地位。全球营收前十名的游戏企业中国只占有一席，具有国际影响力的作品仍然只是凤毛麟角。
“网游行业起步就是从代理韩国、台湾产品开始的，即便如今自研产品已经占据市场的绝对优势份额，但核心技术比如游戏引擎开发、CG特效，创新玩法，美术实力，国内产品在一定程度上仍然需要向国外同行引进、借鉴、学习。”盛大游戏海外相关负责人如此说道。
除了这些之外，全球不同市场的差异性，也给游戏出海造成了不少坑。
完美世界给新浪科技讲了一下他们眼中的出海挑战：“首先是对当地文化的不熟悉，中外文化有差异，游戏产品如果不符合当地文化，就很难得到当地用户的认可；其次，是不了解当地相关法律法规，海外各地差异很大，会遇到很多想不到的问题。例如越南防沉迷系统比中国更严格，3小时踢下线，晚上12点强制关机；三是人才的本地化，完美世界在海外都尽可能使用本地员工；四是渠道的本地化，如果要和当地代理商合作，就必须荣辱与共，规划长期发展蓝图，而不是为了短期挣钱相互掣肘；最后要特别遵守海外关于尊重版权的传统”。
具体而言，李振觉得，每个地区都应该针对性地本地化，港澳台、欧美、日本、韩国、东南亚，每个地区的情况都不一样，港澳台是最容易进入的地方，本地化和修改都相对较少，但仍需要针对性地做市场推广。东南亚也是被中国文化和游戏习惯影响较深的地方。在韩国，中国游戏企业拓展地也很不错，最难的还是日本和欧美。但是这两个地方的游戏收入和单人付费率都是第一第二，想要全球化绕不过去。
AppAnnie发布了《2016年中国移动游戏在世界舞台大显身手》报告，报告指出，中国游戏全球范围内收入增幅持续攀升，从2014年1-5月到2016年1-5月间，中国发行商的海外游戏收入增幅高达近150%。
迄今为止，美国仍然是中国游戏发行商最大、最重要的海外市场。2016年1-5月间，美国市场约占中国游戏发行商海外总下载量的20%、海外总收入额的30%。
“中中国国产品本身画风、付费点设置、游戏系统和世界观，和欧美以及日本都是有区别的，其中还要算是日本最难，欧美市场中国是有非常成功的案例的。中国要出现全球性的游戏产品，恐怕日本会是最后攻克的市场，不仅仅是中国游戏公司，对于全世界游戏公司都是如此。”李振告诉新浪科技。