Where are the game development opportunities? What type is the most profitable? What subject has more opportunities? What style of painting is most popular?
Editor’s note: This article is from the micro-channel public number “Game Industry Report” (ID: CNGgame) , Author: Gamma data.
Gamma Data (WeChat: Game Industry Report) recently released the “2019-2020 China Game Market Enterprise R & D Competitiveness Report.” The report shows:
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China’s independent research and development of games has been strengthened year after year, and has accounted for 84% of the entire market.
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China ’s self-developed games have grown significantly ahead of other products in major global markets.
The report conducted an in-depth analysis of the issues that the industry is most concerned about in game originality—genre development opportunities, game type development opportunities, and style development opportunities. At the same time, Gamma Data conducted a large number of user surveys to see what user experience they valued most.
The report also analyzes the competitiveness of mainstream game companies in China. It integrates several dimensions of models in order to analyze the status of independent research and development of enterprises as comprehensively as possible.
Note: Because the data presented in this report needs to be rounded, it is normal for the percentage chart (partial) data to add up to ± 1% or ± 0.1%.
This article uses only a small part of the “Report on R & D Competitiveness of Chinese Game Market Enterprises in 2019-2020”. For the report, please pay attention to the official Wechat public account of Gamma Data “Game Industry Report”, and please contact the staff (WeChat: gamashuju).
The proportion of independent research and development has increased by 84% for many years, and the growth rate of overseas rate far exceeds competitors
The situation where imported games dominate the Chinese market seems to be yesterday, but domestically produced games have the upper hand 10 years ago.
In recent years, China ’s self-developed games have occupied the absolute mainstream of the domestic market and are growing year after year. Gamma data statistics show that in 2019 this proportion reached a staggering 84%.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Another notable feature is that China ’s self-developed mobile games have a competitive advantage in the global head market. According to Gamma data monitoring, the year-on-year growth rate of China ’s self-developed mobile games in 2019 is even in multiple markets. Much higher than game products from other origins.
Data source: Gamma data (CNG)
Gamma data (Wechat: Game Industry Report) research believes that the performance of the domestic market and the global mainstream market is sufficient to prove that China’s independent research and development strength has significantly improved, and has become an important force that cannot be ignored in global game research and development.
Game users are more willing to pay for “new routines”, men are more “fair” and women are more “fun”
At the end of 2019, Gamma Data conducted a large user survey. From the results, more than 90% of game users value innovation, and product innovation has a high probability of affecting willingness to pay, which in turn stimulates investment in R & D.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Interestingly, a survey of male and female users found that apart from paying particular attention to “picture quality and style,” the focus of men and women is quite different. Men obviously pay more attention to “fairness” and “competitiveness”, and they don’t care much about “music”, while female users value “interesting” and “good stories”.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Where are the game development opportunities? What type is the most profitable? What subjects are more opportunities? What style of painting is most popular?
Gamma data through the comparison of the distribution of gameplay types and game user preferences in the TOP100 mobile games in 2019 found that the popularity of gameplay is not positively related to overall performance.
This feature is particularly obvious for ARPG games. This type of gameplay mainly starts from the user’s experience requirements of PVE and PVP content, which stimulates users to purchase values and realize monetization. Among the most popular gameplay, MOBA and shooting games are mainly competitive games. Payments are subject to restraint due to the fairness of competition, and monetization depends on the user’s order of magnitude. Gamma data believes that through game fusion, popularity, monetization, or a market opportunity.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Gamma’s “2019-2020 China Game Market Enterprise R & D Competitiveness Report” also conducted in-depth analysis of “theme type R & D opportunities” and “painting style R & D opportunities”, and interested friends can pay attention to the gamma data The official WeChat account “Game Industry Report” and please contact the staff (WeChat: gamashuju) to request a report.
Analysis of the top 15 competitiveness of Chinese game development
Gamma Data’s “2019-2020 China Game Market Enterprise R & D Competitiveness Report” analyzes mainstream game companies in China.
The R & D competitiveness model of Chinese enterprises is as follows:
Tencent Games
Early R & D layout is now leafy and multi-studios producing high-flowing products
Tencent Games ranks first among domestic companies in game R & D competitiveness, and scores high on R & D expenses, R & D input-output ratio, and product performance. From the perspective of R & D investment and self-developed product flow, Tencent’s independent R & D results have been remarkable. According to estimates from gamma data, in recent years, Tencent’s games have maintained a flow of production that is 10 times the R & D cost for a long time.
Tencent’s self-developed products can haveThe performance at this stage is inseparable from its early R & D layout. As early as 2007, Tencent Games built its own R & D and construction. In the following less than 4 years, Tencent Games established a total of 4 R & D studios (groups), which provided important information for the quality and quantity of its independently developed products Support, each studio currently produces multiple game products with high market performance. In addition, Tencent Games is also actively investing in game developers around the world, which will also enrich Tencent’s game research and development capabilities to a certain extent.
Data source: corporate financial report, gamma data (CNG)
Note: The estimation method of Tencent’s game R & D expenses is the percentage of Tencent’s game revenue in the game’s revenue multiplied by its total R & D expenses for reference only.
Break through technical barriers and establish head position in mobile game market
In recent years, the rapid development of the mobile game market and gradually replacing the terminal game market has become an important driving force for the growth of the domestic game market. By breaking through technical barriers, Tencent Games has taken the lead in occupying the market segments of MOBA and shooting in the domestic mobile game market, providing important support for the overall market share of Tencent Games. In addition, in terms of new self-developed products, Tencent Games also maintains a certain amount of self-developed output each year, and the number of products that have entered the TOP100 list of iOS bestsellers each year remains stable, which is also an important reflection of its R & D competitiveness.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Fun games
Continuously strengthen the R & D layout boutique strategy + IP expansion to cope with future markets
Shengqu Games scores high on R & D expenses and self-developed income. 2018 and 2019 are two years of great changes in China’s game market system, but Shengqu Games has not reduced its research and development costs, but has continued to strengthen its research and development layout. In 2020, the multi-core products of Shengqu Games will be tested online, including the mobile sequel “Dragon Valley”, the popular literary IP product “Celebrating the Year”, the innovative horizontal ARPG product “Rainbow Lianmeng”, etc. Multiple booking platforms have high score performance, and the overall market performance of Shengqu Games in 2020 can be expected. In addition, while the Shengqu game has been over-developed, it has also continued to expand in the direction of IP. In addition to the “Dragon Valley” and the legendary IP that it had earlier, it has also obtained “Radiation” and “Qing Yu Nian” in recent years. IP authorization, which provides important support for the design of the product’s worldview, storyline, art and other aspects. In addition, the traffic of IP itself can provide protection for the market performance of the product.
Data source: corporate financial report, gamma data (CNG)
Maintain the advantages of MMO category and open new tracks in multiple segments
At present, the gameplay of the MMO category in the game market is very mature, but user needs are still growing and changing. The game market needs more innovative products with differentiated content to meet the increasingly diverse needs of game users. In this context, Shengqu Games chose to continue to consolidate its R & D advantages in the field of MMOs, and relying on the experience of a number of end-of-sale products, it focused more on IP features in different fields.To differentiate users, customize more diversified gameplay and better interpret IP from the perspective of R & D. In addition to the MMO category, Shengqu Games is also constantly opening new tracks in multi-segment fields such as two-dimensional and cloud games. Through investment in research and development costs, it strives to establish a competitive advantage in the early development stage of the segment.
Perfect world
Maintaining high R & D intensity and digging into MMORPG revenue benefits
Perfect World scores high on R & D expenses, R & D manpower, and product performance. In terms of R & D investment, Perfect World spent more than 1 billion yuan in 2015. In recent years, it has maintained a high level of research and development. Currently, Perfect World has a R & D team of about 3,000 people, covering R & D, mobile games, console games, and VR games , Client games, and continuously output high-quality products for them.
In terms of products, Perfect World has long been engaged in the MMORPG category. Its self-developed engine, Angelica 3D, pioneered the flight system and image customization system, providing a basis for its product quality. In recent years, MMORPG category games have always been the largest market segment in China. With continuous investment, Perfect World finally ushered in a burst of performance in 2019. Its self-developed MMORPG mobile games accounted for 15.2% of the market segments of its own category .
Data source: corporate financial report, gamma data (CNG)
Data source: corporate financial report, gamma data (CNG)
In the year, all 4 MMOs successfully topped the iOS Top 10 list and added the popular “New Swordsman”
MMO products mostly require a longer R & D cycle, which requires higher comprehensive strength of the R & D team. Perfect World Games launched a total of 4 MMO game products in 2019, and it has always sold to iOS TOP10 shows its accumulation and explosive power in the field of MMO games. Among them, the “Perfect World” mobile game and “New Swordsman” are more powerful and stable. The “Perfect World” mobile game has been on the top of the iOS bestseller list for almost 1 year since it was launched;
The “New Swordsman” is another strong MMORPG product after the “Perfect World” mobile game. It has been ranked within the top 20 of the iOS bestseller list since it was launched for 2 months. With the benign market and user data feedback, it is expected to further upgrade its products and gain stronger market competitiveness in the future.
Data source: Gamma data (CNG)
Netease games
Emphasis on R & D, investment, research and operation to create long-term self-developed products
NetEase games have high scores for R & D expenses, R & D input-output ratio, and product performance. According to the financial report, the R & D expenses of NetEase games have shown a steady upward trend. In addition, NetEase Games has more mature research and operation experience, which makes it have more long-term performance products on the client and mobile terminals, such as “Fantasy Westward Journey” Division “and so on. In addition, the long-term product “Best of the Land” through continuous optimization and coordinated marketing to achieve long-term contrarian growth. Out of control over product research and development and operation optimization, Netease Games insists on the advantages of self-developed and self-operated products, and more than 89.4% of its revenue comes from independent research and development products.
In 2019, from the perspective of Sanqi Mutual Entertainment’s research products, its self-developed product types are more abundant, and the accumulation of multi-category research and development experience will also accelerate the improvement of Sanqi Mutual Entertainment’s research and development strength, and the future market performance is expected.
Youzu Network
Precise control to move the market
Youzu Network has a high score in terms of R & D input-output ratio and product performance. Compared with self-research expenses, Youzu’s self-research products have higher returns, and self-research income in 2018 was more than 8 times the research and development expenses. Youzu network self-developed products can obtain higher market returns due to two factors. On the one hand, Youzu network’s product line focuses on gameplay. With a good numerical system accumulation, the product has a strong ability to monetize.
On the other hand, youzuo network still maintains more R & D manpower for long-term maintenance after the product is launched. Taking “Three Kingdoms of Youth” as an example, in addition to the regular activity updates since its launch, it has maintained a large monthly activity. The expansion of the expansion pack and a small version update to maintain the product’s numerical stability, art and special effects with the times and other characteristics, so as to maximize the long-term product revenue.
In addition, by observing the financial report, you can find that Youzu Network expanded its R & D team nearly doubled in 2017. In recent years, it has continued to strengthen the R & D layout. With its years of technology accumulation, the expansion of R & D layout is expected to be transformed into more Strong market performance.
Data source: corporate financial report, gamma data (CNG)
Note: The self-developed income is estimated by the combination of gamma data (CNG), corporate financial reports and product data.
Data source: corporate financial report, gamma data (CNG)
Deep-cultivating card-type gamers may be one of the big beneficiaries of the C2B concept
In terms of products, the card game of deep plowing has brought high market returns to the Youzu network. Among them, the “Juvenile” series products have the most outstanding performance, especially the “Juvenile Three Kingdoms” series. As of the end of 2019, the “Three Kingdoms of the Youth” has been online for almost 5 years, and the accumulated turnover has reached more than 6 billion yuan. The achievement of this achievement is due to its excellent product quality in the early stage of the mobile game market, and on the other hand, it depends on the Youzu network. In the early days, he paid more attention to user information and data feedback, and was diligent in long-term maintenance and tuning. Product operation was based on the “customized” concept of C2B, which also kept the “Three Kingdoms of Youth” in the refined upgrade of the game market in recent years. Certain market heat.
At the end of 2019, also based on the development trend of boutique products in the market, Youzu Network launched the sequel “Three Kingdoms 2” of “Three Kingdoms of the Youth” in a timely manner. The products have been upgraded in terms of gameplay and fine arts. Once the IP effect is launched, it will get Good market feedback. In addition, in 2020, Youzu Network will continue to launch new games with high-quality differentiated card games such as “Shanhai Mirror Flower” and “Three Kingdoms: Zero”, and the market performance can be expected.
Data source: Gamma data (CNG)
West Hill House
Research and operation integration to extend the core product life cycle 3A heavy research projects benchmarking international masterpieces
Xishanju has a high R & D expense and product performance score, and is a typical R & D enterprise. In terms of products, Xishanju also advocates the strategy of independent product research and development and research and transportation. Xishanju continuously stabilizes its long-term performance by continuously updating the optimization and balance values. Take the end game product “Jian Wang 3” as an example. By the end of 2019, “Jian Wang 3” has been online for more than 10 years, and the flow has been stable for a long time. In the fourth quarter of 2019, due to the promotion of the new materials of “Jian Wang 3”, the monthly flow in December hit a record high, and DAU also experienced a relatively large increase.
According to the past operational performance of “Jian Wang 3”, this product still has nearly 2.7 million active players within a week, reflecting Xishanju’s strong research and transportation capabilities.
In addition to the products that have been released, Xishanju still has research projects on benchmarking international 3A masterpieces such as Xie Yun Chuan and Code B.R.E.A.K. “Xie Yun Chuan” is a heavy-duty 3A end-tour work by Xishanju, which is a deep-cultivated martial arts theme. “Code B.R.E.A.K.” is an international game product for the mech theme blue ocean market.
Cloud games and multi-category products have huge potential for future user growth.
“Jian Wang 3” cloud game opened the internal testing of Xishanju last year. In February this year, officially launched the PC-side cloud game test for players. “Jian Wang 3” cloud game mobile terminal will also be tested in 2020. Cloud games can break the limitations of hardware and allow high-quality heavy end-games to appear on more devices. Mobile cloud games that will open in the future will have a greater impact on the traditional mobile game market. As the first echelon of domestic cloud games, Xishanju in the era of cloud games is expected to capture a larger share of mobile users by virtue of high-quality and heavy end-game cloud gamification.
At the same time, the multi-category parallel self-developed product boutique strategy also helps to cover more vertical users in various segments, and the user growth potential of Xishanju is huge in the future. The “Swordsman” series, represented by “Jian Wang 3”, is the core product of Xishanju’s martial arts theme. At present, there are nearly 20 products of the same series. In addition to the layout of the “Swordsman” series of theme products, Xishanju also has layouts in the fields of two-dimensional themes, mecha themes, and pets. With the advantages of product research and development, tuning, and multi-subject product parallelism, Xishanju will have a greater opportunity to produce explosive new products in the future.
Duoyi Network
Improve your research and development capabilities and continue to produce high-quality games
TOEIC scores high on many aspects such as R & D input-output ratio and product performance. On the one hand, TOEIC pays attention to technology investment. From 2016 to 2018, R & D expenses accounted for more than 16% of operating income. The higher investment enabled TOEIC to obtain more than 1,000 intellectual property rights, including patent information and copyrights, helping it Maintain research and development technology advantages. On the other hand, TOEIC Network attaches great importance to the cultivation and accumulation of R & D talents. At present, TOEIC Network has more than 1,200 R & D personnel and has established its own staff training system to steadily transfer talents for product development and maintenance and continue to improve its R & D strength. The new and old products of TOY Network have been recognized by users.
Data source: corporate financial report, gamma data (CNG)
Strengthening and maintaining the user experience product market segment position has been strengthened
Shenwu series mobile games have been online for more than 5 years since the first generation. According to Gamma data calculations, its market share in turn-based RPG mobile games has continued to increase. This self-developed product has brought to the benefit network. Extremely long-term market returns. The Shenwu series mobile games continue to innovate in terms of graphics and core gameplay, and continuously meet the quality pursuits of users due to market changes. On the other hand, it also maintains the consistency of fan user game experience, making the Shenwu IP series always maintain market competition. Force, and constantly increase.
On the mobile side, the enhancement of the competitiveness of the product market is inseparable from the high-frequency version maintenance and update of the product. From 2015 to 2019, the average number of updates of the Shenwu series mobile games exceeds 12 times per year. According to a survey of Gamma data products, the user satisfaction level of Shenwu 3 (4) is as high as 77.9%.
Data source: Gamma data (CNG)
Data source: Gamma data (CNG)
Mobile games
Many years of issuance and accumulation of market experience and layout of research and development “immediate effect”
China Mobile Games scores high on R & D input-output ratio and self-developed income growth rate. In game research and development, China Mobile Games chooses to strengthen its R & D strength through investment and mergers and acquisitions. Based on its understanding of the market and users accumulated through years of publishing experience, China Mobile Games has completed multiple investments and acquisitions between 2016 and 2018. Self-developed game revenue is exploding in 2019.
According to the monitoring of gamma data, the self-developed revenue of mobile games in the first half of 2019 was close to 1 billion yuan, and the improvement of the flow mainly benefited from the wholly-owned acquisition of the interactive interactive development product “Thunder Domination” and page games “The Creation of the Bloody Song”. In addition, the financial report for the first half of 2019 shows that the R & D expenses of China Mobile Games have exceeded the whole year of 2018, and the performance of research products has not been expected.
Data source: corporate financial report, gamma data (CNG)
Expanding R & D strength around IP matrix, key products hit new highs
By the end of 2019, the total number of owned and authorized IPs of China Mobile Games has reached 99. In recent years, China Mobile Games has accelerated the R & D layout to release the advantages of IP resources. In terms of IP product development, China Mobile Games expands its product line through independent R & D and cooperative R & D, and at the same time understands the R & D process of IP products. At the end of 2018, China Mobile Games ‘wholly-owned acquisition of the subsidiary’s product “Thunder Domination” was officially launched. Depending on the product quality and the advantages of China Mobile Games’ distribution channels, the high performance of the products in 2019 brought business to China Mobile New high income.
The above is a summary of Gamma Data “Report on R & D Competitiveness of Chinese Game Market Enterprises 2019-2020”. For the full version of the report, please pay attention to the official WeChat public account of the Gamma Data “Game Industry Report” and please contact the staff (WeChat: gamashuju).
Report chart directory:
PART 01 Status of Independently Developed Games in China
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The actual sales revenue of online games in the Chinese game market and independent research and development market
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China’s self-developed online game market share in the Chinese game market
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China’s independent R & D online game actual sales revenue in overseas markets
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2019 TOP100 global important mobile game market flow Chinese game flow share
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Year-on-year growth rate of Chinese and non-Chinese R & D games in TOP100 global important mobile game market 2019
PART 02 Corporate R & DStrength composition and promotion
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The degree to which game users value product innovation
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Does the degree of product innovation affect the willingness to pay?
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TOP10 gaming experience valued by male game users
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TOP10 gaming experiences that female game users value
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Analysis of the story of users of “Ark of Tomorrow”
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Evaluation of plots by users in “Zhan Shuang Pa Mi Shi”
Analysis of R & D Opportunities for Companies in the PART 03 Game Market
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The distribution of various game types in the TOP100 mobile games in 2019
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2019 China Mobile Game User Game Type Preference
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The monthly ranking of iOS bestsellers for Ark Tomorrow & All Democracy 2
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Proportion of running water of each game theme type in TOP100 in 2019
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Year-on-year growth in game themes in 2019
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Proportion of running water of each game style in the running TOP100 in 2019
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Year-on-year growth of game styles in 2019
Analysis of independent R & D competitiveness of PART 04 game companies
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Company R & D competitiveness model
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Top 15 R & D competitiveness of enterprises
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Tencent game self-developed expenses & self-developed product flow (100 million yuan)
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Tencent game MOBA and shooting games market share in TOP100 in 2019
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The number of self-developed new tours (models) that Tencent Games has entered in the iOS top 100 list every year
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Shengqu Games self-developed games
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Shengqu game research and development expenses (100 million yuan)
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Open World View of Science Fiction Martial Arts IP
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Expansion of MMO type of classic game IP
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Shengqu Game Cloud Game Platform
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Perfect WorldValuation of R & D Expenditure in the World Games (100 million yuan)
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Perfect world self-developed MMORPG mobile game market share in its category
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The ranking of “Best New Swordsman” iOS bestsellers
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Estimation of NetEase game R & D expenses (100 million yuan)
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Netease’s representative long-term self-developed mobile game ranking changes in annual rankings
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The cumulative number of mobile games and the proportion of mobile games of Netease Games’ mobile games launched from 2015 to 2019
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R & D expenses of Sanqi Mutual Entertainment (100 million yuan)
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Sanqi mutual entertainment self-developed product performance (section)
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Sanqi Mutual Entertainment “Sanqi Game 2.0” strategy
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Some products under development for Sanqi Mutual Entertainment
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Youzu’s self-research income (100 million yuan)
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Youzu network R & D expenses (100 million yuan)
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The iOS Bestseller Ranking of “Three Kingdoms 2”
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Development of Xishan Juyun Game
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Xishanju game theme R & D layout
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TOYIC has accumulated patent information
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Market share of Shenwu series mobile games in turn-based RPG mobile game segmentation
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Satisfied users of “Shenwu 3 (4)” game experience
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Self-developed game revenue from mobile games (100 million yuan)
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Representative R & D enterprises in China Mobile Games M & A
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Product status of self-developed mobile games
Gamma data, as the producer of China Game Industry Report 2011-2018, is an authoritative digital entertainment research institution in China. Its data has been released at the China Game Industry Annual Conference and Chinajoy Summit Forum.
Gamma data has assisted local governments in producing various reports over the years. For 7 years, he has produced “Shanghai Game Publishing Industry Report” and is also the producer of “Guangdong Game Industry Report”.
Gamma Data jointly released reports with global Internet giants such as Google and Tencent. At the same time, it cooperated with global research institutions such as Newzoo to conduct market research and analysis. The data report of the gamma data has great influence worldwide.
Gamma Data and CITIC Securities, Haitong Securities, Changjiang Securities, Guotai Junan and other co-hosted various conferences in the field of finance and economics, and their views have been widely quoted in the media, brokerage analysis reports, and tourism.Show company launch conferences, and even the company’s listing prospectus and instructions.
Gamma data reports and data have also been cited many times by People’s Daily, Xinhua News Agency, and China Central Television. When the report was released, many media rushed to report and spread widely.
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