Chinese games overseas revenue growth high VR / AR games are expected to rise
In 2019, the Chinese game industry handed over a remarkable report card. Recently, at the 2019 China Game Industry Annual Conference held in Haikou, Hainan, the "2019 China Game Industry Report" (hereinafter referred to as the "Report") issued by the Game Publishing Working Committee of the China Audiovisual and Digital Publishing Association showed that in 2019, China's game industry The actual marketing revenue was 230.88 billion yuan, a year-on-year increase of 7.7%; of which, the marketing revenue of self-developed games was 189.51 billion yuan, a year-on-year increase of 15.3%; the domestic game “going global” continued to maintain rapid growth, and overseas marketing revenue was 11.59 billion US dollars , A year-on-year increase of 21%.
Self-developed game overseas market revenue growth rate is higher than domestic
The "Report" shows that domestic game companies have achieved rapid growth through deep cultivation of independent research and development and exploration of new development models and approaches. In 2019, the actual sales revenue of China's self-developed games in the domestic market reached 189.51 billion yuan, an increase of 25.12 billion yuan year-on-year, a growth rate of 15.3%. The actual sales revenue of China ’s independent R & D games in the overseas market was US $ 11.59 billion, a year-on-year increase of 21%, which is faster than the domestic market. Among the actual distribution of overseas sales revenue, the United States ’revenue accounted for 30.9%, Japan ’s revenue accounted for 22.4%, South Korea ’s revenue accounted for 14.3%, and the three regions combined accounted for 67.6%. Has become an important target market for Chinese game companies going abroad.
Zhang Yijun, director of the Game Engineering Committee of the China Music and Sound Association, said that Chinese game companies have successfully developed a number of outstanding Chinese game brands through active overseas expansion and the strategy of creating high-quality original games. With differentiated product positioning and excellent game quality.
Innovative technology makes China's game products more competitive
In recent years, the ecological environment of the Chinese game industry has been continuously improved. Local governments are accelerating the construction and layout of game-themed industrial parks, driving the local cultural and creative economy and supporting the development of the regional game industry. In 2019, the Chinese game industry is leaning on high-quality original games, and its policies have achieved remarkable results.
"Through continuous exploration of innovative technologies and cultural awareness of content, we hope that traditional culture can more vividly reach the post-90s and post-00s generation, and let each game lover establish a leap in immersive interaction. Time, borders and cultural links resonate with emotions, "said Ding Lei, CEO of NetEase Computer Systems Co., Ltd.
According to analysis, in 2019, game companies increased investment in advanced technology research and key technology applications, integrated new technologies into game product development and operation management, and provided strong technical support for the launch of high-quality games. In the context of vigorously pursuing the strategy of high-quality games, the rapid development of China's game market has also attracted the attention of more and more international institutions and enterprises, and the core competitiveness of Chinese game products in the world has continued to increase.
At the same time, Chinese game companies are exploring overseas game markets by capital going overseas. Through the acquisition of overseas companies, the establishment of a complete game industry ecological chain has strengthened the voice of Chinese game companies in the field of original games, and has improved the market's ability to resist risks.
E-sports will become a new growth point for the gaming industry
The "Report" also analyzes and predicts the development trend of the Chinese game industry. First, new technology-driven industrial chain formats are more abundant. In the future, with the development of 5G technology and cloud games, VR / AR games are expected to rise again, and become wireless and thin. In addition, the promotion of new functions, new gameplay, and new formats through technology will enrich the future game industry chain.
Second, the game live broadcast industry will develop more standardized in the future. Game live broadcast enriches the cultural and spiritual life of the masses, and is a new way to participate in games. The emergence of live broadcast has brought new development opportunities to games, promoted the integration of related industries, built a diversified industry profit model, and became a cultural and creative enterprise. Important economic growth points in the field. Game live broadcast has driven the rapid development of surrounding industries. The deep integration of the game live broadcast industry chain has led to the continuous emergence of business models and promoted the re-development of profit models.
Third, the development of intellectual property ecologically empowered game industry is becoming increasingly apparent. The "Report" shows that in recent years, in addition to traditional intellectual property protection methods, some game companies have begun to use new technologies such as blockchain and big data to strengthen their own intellectual property protection and infringement monitoring. Through the connection of intellectual property products, companies across the fields of games, film and television, literature, animation, music and related derivatives markets, and carry out cross-sector commercial operations, can obtain better income returns and word of mouth feedback. Therefore, further strengthening the construction of rules and regulations on key issues in the field of online copyright, advancing the protection of intellectual property rights, and improving the intellectual property protection system are important foundations for promoting game self-discipline and the healthy development of the game industry, and an important guarantee for purifying the market environment of the game industry.
Fourth, e-sports will become a new growth point for China's game industry. At present, China has become an e-sports market with strong influence and development potential in the world. As one of the important cultural consumption behaviors, e-sports has gradually become a new profit growth point for the game industry. Under the background of the current commercial value of e-sports and the massive conversion of game users to the audience of e-sports events, the audience ’s demand for watching the game will increase tremendously, and the mass media will further expand the spread of events. The gradual expansion of the scale of viewing users and the further release of the potential of the e-sports content consumer market will also promote the home-based process of e-sports cities.
In addition, the main venue of the e-sports club provides a way of showing urban culture. Taking the city as a carrier, the brand value of the club is deposited offline to build a more diverse channel for the club. With the support and encouragement of policies, the training of e-sports talents and the improvement of the employment system will enter a period of rapid development. Game hardware manufacturers cooperate with e-sports products to launch proprietary hardware equipment, which will further optimize the experience of e-sports activities.
[Edit: Fang Jialiang]