At present, the Chinese game companies’ sea-going areas are still dominated by Asian markets such as Southeast Asia, Japan and South Korea.
Editor’s note: This article is from Tencent Technology. Authorized to publish.
With the continuous fermentation of the 5G boom, 5G and cloud games became the stage before the conference. During the conference, Qualcomm built a 5G pavilion with a coverage of 12,000 square meters and 5G, which became the first in the history of ChinaJoy. In addition, the game health system, games go to the sea, etc., have also become the key words repeatedly mentioned in this conference.
Compared with the slightly cold atmosphere of 2018, this year’s ChinaJoy finally recovered after the revision of the edition number.
Tencent is still the highlight of this exhibition. In addition to its various masterpieces such as “Code: Vital Machine” and “Dragon Valley 2”, as the first appearance after the announcement of the Nintendo Switch, its meeting with Nintendo will undoubtedly become one of the biggest focuses of this conference.
Another big game giant Netease also announced a number of masterpieces during the conference, including “Whole War”. For a long time, the “Total War” series has been shaped by outstanding war scenes and has a high popularity. This year’s “Comprehensive War: Three Kingdoms” sold more than 1 million copies in the first week of the release, making it the fastest selling series. game.
In the industry trend, with the continuous fermentation of the 5G boom, 5G and cloud games became the stage before the conference. During the conference, Qualcomm built a 5G pavilion with a coverage of 12,000 square meters and 5G, which became the first in the history of ChinaJoy. Mobile phone manufacturers such as OPPO, vivo, Yijia, Xiaomi also joined the exhibition army to provide cloud game demos in the trial area.
Tencent Cloud released the “Cloud Game Solution” to the world, and brought games such as “Tianya Mingyue Knife”, “Chinese Parents”, “Three Kingdoms Kill” and “Iron Armor” to the cloud. Users can use the computer or mobile phone to open the WeGame client in the field to start the game without downloading, installing and other processes.
In addition to this, the game health system, games go to the sea, etc., have also become the key words repeatedly mentioned in this conference.
5G and cloud games will welcome growth opportunities
In the view of many industry insiders, the deep integration with 5G technology will profoundly change the form and ecology of the entertainment industry, change the user experience mode of game entertainment, and promote the traditional game industry to AR/VR games, cloud games, mobile games. Rapid evolution, network operations, chips, network equipment, cloud platforms, terminals and application development companies in the game industry chain will face new opportunities.
This year, ChinaJoy also held the “China 5G+ Entertainment Industry Conference”. Lin Biao, vice president of Fast Hand Technology, said at the meeting, “The 5G era will bring great changes to the game video industry, enhanced mobile broadband, massive IoT5G application scenarios such as network connection and augmented reality promote the development of VR cloud games, ultra-high definition desktop cloud games, and game live interactive design.
The cloud game, which is repeatedly emphasized, is now a new direction for game development.
It is understood that the graphics processing and data calculation of the cloud game are carried out in the cloud, and the interface of the player interaction is only transmitted after the cloud is processed. Although this model perfectly solves the limitation of mobile phone hardware to the top game, it has extremely strict rate and delay and requirements for the cloud network, which makes it only stay in the imagination stage for a long time.
With the advent of high-speed, low-latency 5G, this idea is finally likely to become universal.
At present, both C-side and B-side manufacturers have a very high enthusiasm for this field. During the conference, 5G and cloud games became the gimmicks of many terminal manufacturers. It is understood that vivo provides more than 10 game demos such as “Assassin’s Creed” and “Easy Water” under the 5G mobile phone at the exhibition site. One plus mobile phone provides “Need for Speed 17” demo; at least from the live experience, at 5G In the environment, the experience of cloud games has been quite smooth, enough to be put into commercial use after the popularity of 5G.
Tencent Cloud’s release of “Cloud Game Solution” is the first domestic technology solution to achieve “multi-end access, seamless update”.
Tencent cloud said that 17G’s “Tianya Mingyue Knife”, 2MB/s speed download takes two hours, and the space after installation is 32.4G, but in cloud game mode, you only need to open the browser and open it directly. play. With the launch of cloud games, Tencent Cloud will also use the intelligent dynamic coding technology of “Tencent Minghao Extreme HD” to continuously provide high-definition images with low-rate and jittery conditions through network control algorithms and error recovery mechanisms.
In addition, in the cloud game mode, players can also “multi-end seamless switching.” According to reports, “Tencent-RTC” technology allows developers to achieve multi-end access to PCs, mobile phones, tablets, etc. without the need to customize the SDK.
It can be seen that the layout of the industry chain for cloud games has taken shape. In the next year or two, with the continuous popularization of 5G, cloud games will soon be officially on the game stage.
The National Bank Switch is still the focus
On April 26 this year, Tencent and Nintendo issued an official announcement announcing that the two companies will cooperate to launch the Nintendo Switch game console.
However, for a long time, the partners have not been involved in the cooperation in public. This made this event during ChinaJoy the first media meeting since Tencent announced its agent Nintendo Switch in April.
Ma Xiao, Senior Vice President of Tencent GroupAt first glance, as one of the most important game companies in the world, Nintendo has become a representative of game culture.
“I believe that today, Tencent and Nintendo’s cooperation on the Nintendo Switch will be an important start. In the future, how to better help the development of the host game market in mainland China, how to promote the host game ecosystem in mainland China Perfect and mature, under the common vision, I believe that Tencent and Nintendo, the two companies with different game genes, will surely collide with more new sparks and bring many wonderful chemical effects.”
For the specific details of the cooperation, Qian Tong, general manager of Tencent Games Nintendo Cooperation Department, said that Tencent will work with Nintendo to improve various localization services.
In game localization, Tencent will work with Nintendo to improve the localization of well-known games. In the future, more Simplified Chinese games will be listed in mainland China.
At the same time, Tencent will also assist Nintendo in setting up a network system suitable for China’s mainland network environment. Through Tencent Cloud, set up a localized network service to let everyone enjoy a more convenient and smoother gaming experience.
In addition, Tencent will work with Nintendo to optimize the “Nintendo e Store”, which provides WeChat payment as a means of payment, lowering the threshold for purchase and reducing cross-border procedures.
In addition, Tencent is also planning to assist Nintendo in setting up offline purchase channels and player exchange centers.
Finally, for after-sales service, Nintendo will provide official warranty service, provide one-year warranty for Bank of China host, and provide corresponding three-pack service for Nintendo’s peripheral products.
In addition to the introduction of Nintendo Switch host hardware, Tencent will also introduce game software for the Nintendo Switch platform. Qian Wei said that Tencent as the issuer will be the agent to introduce suitable Nintendo games and other non-Nintendo-produced boutique games. At the same time, Tencent and Nintendo as the Nintendo Switch platform of the Bank of China also welcome all kinds of suitable high-quality games to land. Line Nintendo Switch.
Health systems, games are frequently mentioned
On the other hand, with the approval of the revision of the edition number, the industry has brought benefits. At the same time, practitioners also have many discussions on how to regulate the industry and ensure the sustainable development of the industry during the conference.
Taking the health system promoted by Tencent as an example, Ma Xiaolan once again emphasized the determination to promote this initiative during the conference. At present, the health system has covered 97.3% of active users including Tencent and mobile games. The goal is to complete the full coverage of the health system this year. If there are games that cannot be accessed due to old architecture, etc., we will gradually stop and remove the shelves, ensuring that all underage users are included in the strict protection of play..
In his collection, digital cultural content has a lot of positive value, but also always pay attention to the hidden dangers and challenges, especially the issues related to the protection of minors. Up to now, Tencent has taken the lead in applying the new technologies such as “Public Security Real Name Verification” and “Face Recognition Verification” in the whole industry, and has started the “16+” pilot work. It has already preliminarily constructed the pre-existing behavior of covering minors’ game behavior. The protection system in all aspects of the event and afterwards.
In terms of game going to sea, along with the gradual disappearance of the domestic demographic dividend, the game has been a topic that has been repeatedly mentioned in the industry in recent years.
According to the “China Game Industry Report from January to June 2019” released by the China Music Association’s Game Working Committee on the eve of the opening of ChinaJoy, the overseas revenue of domestic independent research and development games reached 38.13 billion, which is higher than that of independent research and development games. The growth rate of income in the domestic market.
Liu Wei, president of Giant Network, said that the game is being loved by more and more young people when talking about the significance of the game, and the game becomes a new carrier to spread excellent Chinese traditional culture to young users and overseas users.
This initiative is also significant for the business itself.
Perfect world CEO Xiao Yu said in an interview with Tencent News “Plough” that going out to sea can reduce the systemic risk of business. “Many times when you are in the global layout, a certain market is better. Another market is not so good, there will be a lot of hedging, so globalization is a hedge layout for business.”
However, Xiao Yu also stressed that going overseas is not a shot for a place, and there should be a longer-term sustainable development strategy overseas.
The need for a long and continuous layout makes it difficult to stick to the game’s strategy.
At present, the Chinese game companies’ sea-going areas are still dominated by Asian markets such as Southeast Asia, Japan and South Korea. Among them, the Southeast Asian market is especially concerned.
According to the Southeast Asian game market research report released by market research institute Newzoo, thanks to the rapid spread of mobile devices, the Southeast Asian network population will continue to rise. The size of the Southeast Asian game market is expected to reach US$4.6 billion in 2019, an increase of 22% year-on-year. , become the fastest growing game market in the world.
The “Dragon Valley” mobile game, such as the game of Shengqu, has achieved good results in the Southeast Asian market. It is understood that “Dragon Valley” in the Hong Kong, Macao and Taiwan regions, ranked first in the iOS free list, the top three in the best-selling list, and in the country of Thailand, Malaysia, the Philippines, Indonesia, Singapore and other countries in Southeast Asia, GooglePlay free list, And achieved the first iOS free list and the top three results of the best-selling list.
However, wanting to behave in the global market is still full of challenges. 2018 App Annie Global Top1000 mobile game publisher source country distribution data (according to user spending, excluding ChinaThe mainland market shows that Japanese manufacturers account for the highest proportion, up to 30%, the United States 21%, and China’s share is only 16%.
However, the company has not stopped to try the sea in a wider area. Tang Yanwen, CEO of Shengqu Games, said in an exclusive interview with Tencent News “Peak” that the upcoming “Code: Expedition” will not only continue the “Dragon Valley” main Southeast Asian issue area, will be targeted at the global market, and ultimately Hope to achieve full coverage of the global market.