注册 登录  
 加关注
   显示下一条  |  关闭
温馨提示!由于新浪微博认证机制调整,您的新浪微博帐号绑定已过期,请重新绑定!立即重新绑定新浪微博》  |  关闭

红楼&游戏

一位红楼爱好者&游戏策划的blog

 
 
 

日志

 
 
关于我

我们身处在一个悲哀的国家, 我们同胞的血脉中流动着短视的劣根性, 我所从事的行业正处于黑暗的时代, 我没有热血,但一息尚存。

网易考拉推荐

OGDC会议记录  

2007-07-05 17:48:27|  分类: 游戏开发 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

上上个月第一界OGDC(Online Game Developer's Conference,在线游戏开发者会议)在西雅图召开,共有七个段落的报告session。以下是部分报告的要点摘录:


Localizing and Monetizing IP, Won Il Soh, VP of International Operations, Neowiz

The overall quality of the sessions presented by Asian publishers in terms of raw information parted per minute was extremely high.

- About 20% of Neowiz's revenue is from prepaid time cards.

- About 30% of their revenue is from internet cafe subscriptions and cafe driven premium services.

- Neowiz leads the Korean market share in games in internet cafes.

- The rest of their income is from free to play games.

The free to play sales model was a major point of discussion at the conference. An explanation of the model:

1) The game is free to download and play.

2) Premium services, items, buffs, customizations, etc are purchasable in game.

There's no monthly fee.

According to Neowiz, 90% of all online games in Korea are now on the free to play model. This represents 70% of the total market value.

This conversion from the western direct subscription and internet cafe subscription model to free to play caused the total size of the Korean online game market to rise by about 250% over a period of about two years. 250%. Two years. Z O M G!

Furthermore, free to play has so grown the market that there is now a very high level of conversion to "regular" single player games. More gamers, more people buying regular games. That being said, most publishers are interested in online, free to play games because they generate far more income for the investment than single player games.

As a result of the growth in Korea, in 2005 the Chinese publisher Shanda changed all of their games over to free to play as well. More on that in a bit, but they also saw incredible growth as a result.

He provided a case study of the power of pushing a standard game in Korea into the online market. EA was selling FIFA soccor in Korea for several years as an off the shelf boxed product...the kind of thing you'd pick up at Gamestop. Throughout the title's pre-online lifespan, it garnered an estimated 2 million exposures...90% of which were piracy. Yo fucking ho ho ho. A mere $15 million in revenue...probably making back a fraction if any of the marketing and localization costs for the FIFA titles.

EA contracted Neowiz to adapt the game into "FIFA Online." This was apparently something like a six month development process. Since launch, FIFA Online has had 40 million exposures with no piracy (you can't pirate it in the traditional sense...it isn't a boxed product). It has generated $100 million in a very short amount of time. And it's free to play!!! You might think monetizing soccor would be hard, but Neowiz is providing all sorts of customizations options for your characters to sell you as you play.

This is more or less ringing the death toll for boxed games in Korea. Online games prevent piracy, reach critical mass much faster, and provide creative options for monetization. No one wants to drop $50 up front for a game when they could get some other game free and only drop cash on the features they really want to enhance. Also: Korean PC games are apparently utterly crushing the console market there.

Another case example provided was a domestic Korean FPS game. In 2003 the Korean FPS market was worth about $8 million and was entirely composed of Western (read: American) FPS games. In 2007 the Korean FPS market is valued at $120 million largely by the influence of free to play FPS games that are designed a lot like Counter-Strike: you get in, you kill, but if you want a cooler gun you make a micropayment transaction to get it.

Many of these games are coming to the US: Maplestory is already available, War Rock and Silk Road are apparently coming over, and Free Style goes live next Friday.


Current State of the Chinese Game Market, Diana Li, VP of Global Development, Shanda Inc. & Allison Leuong, Pearl Research, Inc.

The Neowiz session was followed by a session on the Chinese market. Again, this was a raw fact dump and analysis that defied my expectations. Some of the tidbits:

- The Chinese game market was worth $1.9 billion in 2003 and is now worth $9.9 billion.

- Shanda predicts constant growth into 2010, as the large cities continue to convert more players and the publishers make stronger inroads into China's second tier cities.

- There are 8 full featured MMOs in commercial service in China today.

- Shanda is connected to 310,000 retail distribution centers in China.

- Mrs. Li claimed the company restocks stores out of game cards within 3 hours.

Regarding revenue:

- 54.7% of Shanda's revenue is from virtual game cards.

- 19.5% is from real game cards.

- 25.4% are from credit card transactions and direct sales.

Shanda runs the largest call centers in China period, not just in the games industry but compared to all other industries. They actually call VIP users on a regular basis to provide special deals and make sure those users are happy. They've won call center awards over all other industries in China.

Their game server infrastructure is at 50% capacity with a maximum operational capacity of 7.4 million concurrent players.

The most significant change in the Chinese industry has been a shift from (Big Buzzwords Coming) "CPS" payment models to "CSP" payment models. That is to say:

"Come - Pay - Stay" has been replaced by "Come - Stay - Pay"

In other words, the free play model. By the way this is "fucking awesome" buzzwordage. You'll sound like a marketing genius if you start dropping that "Come Stay Pay" stuff on coworkers.

Two years ago Shanda converted their entire line of games from western style subscriptions to the free play model. In one quarter they apparently saw a 33% growth in revenue. This trend of growth has continued over every quarter since and they are announcing a Q4 2006 revenue growth of 9%.

Industry structural notes:

- Shanda identifies three types of developers:

1. There are about 100 Game Development companies in China. Most are building their own team and about 30% are also doing their own operations.

2. There are a few Outsource Developers. All of whom are servicing American and Japanese companies. Most of these are apparently run and founded by ex-American/Japanese developers who are bilingual. Shanda says they aren't really a threat and are somewhat stagnant, with very low levels of innovation. On the flip side, Shanda says they recruit heavily from these studios because the level of technical skill there tends to be increasing.

3. There are also some number of Mobile Game Developers. Apparently this part of the industry is structured much like its western counterparts. Low risk, short dev cycle, most publishers diversifying with a few mobile games to draw in casual gamers.

Overall, Chinese developers are apparently:

1. Strong in technology, such as engine development. This is symbolized by the domestic MMO title "Tianxia II" from Netease. This game apparently is beautiful and is going far to dissipate impressions that Chinese games are cheap.

2. Very weak in game design. Again, this is symbolized by Tianxia II. Apparently the game design was so bad (despite the graphics being so good) the game was pulled and is being "reforged." Netease canned the designers and are keeping the engine and assets, but are redoing the design from the ground up. BTW: Tianxia II apparently duplicates the WoW UI to the nose and this is very popular in focus testing. Chinese players like the Western UI style they have become familiar with. Mrs. Leuong suggested that developers localizing MMOs to China seriously consider using a WoW-familiar UI set up.

3. Inexperiened in casual games. Mobile & "advanced casual." There's a lot of growth here and interest on the part of the publishers, but there's a limited amount of experience and skill in the casual games development industry in China.

Successful online developers in China are:

- Familiar to Chinese history and culture.

- Entirely Eastern in their art style.

- Familiar with local user habits and trends.

- Change their designs to publisher's needs. This was a key point she stressed: Chinese publishers don't take back talk from designers. Apparently designers there are much more willing to throw out entire ideas if the publisher asks them to.

- Update their games way more often then Western developers, with games receiving content patches daily or weekly. (Is this hyperbole?)

Shanda says they've organized their company to maximize internal sharing and that this is unique in the Chinese industry:

- QA centers focus on art, design, and code quality control. She made it sound like they QA design docs, but this wasn't entirely clear.

- They have about 200 people on a commonality research team. These guys break down every element of Shanda (and probably other pub's) online games into chunks. They take the successful chunks and distribute them to every team in the company for cross implementation. Particular focus is paid to successful monetized features. For example, if players love to buy custom tabards for their characters, the custom tabard feature will find its way into every Shanda game where its appropriate.

The downsides to the Chinese market:

- The network topology is really unusual, meaning you can't just take any Western or Korean game and fire it up. Extra network level localization work is required.

- Pirate servers running stolen source is a big problem.

- There is growing social unease over the negative effects of online gaming (this is what's fueling the Chinese restrictions on length of gaming sessions).

- Cheating is a big problem. Shanda apparently has hired about 200 game hackers to develop their own anti-cheating software package.

- Low PC penetration. 60-70 million PCs nation wide, with most in a handful of major cities.

- Growing regulation of internet cafes.

Other facts:

- Products from Netease, Shanda, and the9 hold about 60% of market share in China.

- WoW in China generates about $120 million in revenue a year.

- Most Chinese publishers are developing their own IPs to compete with WoW and other western titles.

- Fantasy Westword Journey is the largest online game in China. It's a 2D MMORPG. The 2D graphics mean it has much larger penetration than WoW, because it can run on the lower quality PCs found in the country's second tier cities.

- Audition, Kart Rider, Zheng Tu, and WoW are the other largest games.

- The entire game market in China is closely tied to the overall Chinese economy. Any slowing in the Chinese economy could greatly hamper the game market. Most gamers come from one-child policy middle class families (the kids have no siblings, so they play games for social value).

- American & Japanese funded outsourcing houses are supercharging game dev education, making competitive domestic games development possible.

  评论这张
 
阅读(202)| 评论(0)
推荐 转载

历史上的今天

评论

<#--最新日志,群博日志--> <#--推荐日志--> <#--引用记录--> <#--博主推荐--> <#--随机阅读--> <#--首页推荐--> <#--历史上的今天--> <#--被推荐日志--> <#--上一篇,下一篇--> <#-- 热度 --> <#-- 网易新闻广告 --> <#--右边模块结构--> <#--评论模块结构--> <#--引用模块结构--> <#--博主发起的投票-->
 
 
 
 
 
 
 
 
 
 
 
 
 
 

页脚

网易公司版权所有 ©1997-2017