Original Title: China Joy’s Carnival of “Nine Thousand Years Old”: Cloud Game, Competition and New Culture as Key Words
Source: Interface News
Reporter | Wang Fujiao, Zheng Chaozheng and She Xiaochen
In Shanghai this summer, there may be only one annual China Joy that allows young people to go out in groups at temperatures of more than 30 degrees.
Xu Jun, Chief Strategic Officer of Shunwang Science and Technology, calls all children born after 1990 and the Millennium “9,000 years old”. They all have their own definite preferences, advocate personality liberation and independent aesthetics, and are more willing to pay for their preferences. “This year, ChinaJoy is mainly for the post-90s and post-00s, not only games, but also pan-entertainment.” Xu Jun said in an interview with Interface News.
It is precisely because of this that this year ChinaJoy has attracted some players’discontent that CJ is no longer a pure game exhibition: the proportion of IP and Pan-Quadratic Company has increased, and Skycat has appeared in the exhibition hall. With the advent of 5G, Qualcomm has even wrapped up the whole E4 venue. However, most of the major game vendors have exhibited previously released content on CJ this year, and the number of new games released is small.
ChinaJoy itself has become a big IP, with many fans in the game world. In 2019, Shunwang Science and Technology wholly invested in the acquisition of Hanwei Xinheng, the sponsor of China Joy. According to Xu Jun, after the acquisition, the first strategic proposition is to keep ChinaJoy, a 17-year-old IP, from ending. According to official statistics, in 2019, the per capita daily number of ChinaJoy reached 100,000, which is almost the bearing limit of Shanghai New International Expo Center.
On August 4 alone, nearly 20,000 exhibitors attended China Joy. From ChinaJoy, we can see the new trend of the game industry this year: with the advent of 5G era, big factories are competing for the “cloud game” market; after the domestic version is tightened, the game going to sea has become the focus of discussion in large and small forums; Shanghai has opened a special competition week.
ChinaJoy has become the vane of the game industry. According to Xu Jun, in the future, Shun-wang will make a thorough study of the whole operation system of China Joy, and will develop in the direction of miniaturization and special activities.
Young people coming to CJ to see the exhibition.
Gunpowder Flavor Behind “Cloud Game”
“Cloud game” is one of the keywords of CJ in 2019. Huawei, Tencent, Shunwang Technologies and others have released their own cloud game solutions.
Game Streaming, also known as streaming games. It means that the logic and rendering operations of the game are completed in the cloud, and the terminal transmits the user’s operation information to the cloud for real-time interaction. In this mode, users do not need to consider equipment configuration, storage space and other issues when playing games.
Cloud games are the product of the 5G trend. In the future, as long as the Internet speed is fast enough, playing games can be like watching videos and get rid of the restrictions that must be “downloaded” before. Even large games can be online in real time, and all of them can be solved in the cloud.
The most typical scenario is “trial play”.
Yang Yu, head of Tencent Cloud Game Program, gave an example to the interface journalist. The previous game promotion page, even if it reached the user, also needed the user to download and play the game again. If you click in the game without downloading, it can improve the conversion rate of the game to a certain extent. For example, in the live broadcasting industry, Tencent began to make some lightweight experience of game scenes.
At this year’s CJ, the representative cases of Tencent Cloud Game Exhibition are Tianya Mingyue Dao, Chinese Parents, Three Kingdoms Kill and Tiejiaxiong Soldier.
Participants in cloud games have their own strengths. Internet giants represented by Google, Tencent and Ali have the advantage of cloud technology and data services; Sony, Microsoft and Nintendo game console manufacturers have accumulated a large number of game inventory and subscribers; traditional game makers EA, Ubisoft and Activision, as the main providers of game content, are trying to leveling from the upstream of the supply chain. Taiwan expansion; Yingweida, Intel, AMD are involved from hardware.
There are many reasons that affect the cloud experience of a game. Tencent believes that, based on QQ’s real-time voice and video capabilities over the past years, it can also guarantee the same picture quality in extremely high definition and low bit rate, which is the technical basis for releasing cloud game solutions. In 2018, Tencent’s ability to broadcast World Cup events in the cloud is a case in point.
However, the factors such as the network environment and delay of the players will also directly affect the user experience, which determines the business model and payment effect. Yang Yu, head of Tencent’s cloud game program, believes that, under the immature market environment, Tencent cloud and WeGame platform have released cloud game solutions, but mainly to B, and have not yet figured out the profit model.
Cloud games are still a new industry, and traditional game developers need to add additional costs to the cloud. To persuade manufacturers, we can only increase the cost of users to download a little more, and use the actual effect to bring all kinds of players into the industry. Only when manufacturers invest more will this trend continue.
For traditional offline scenarios, cloud games can enrich the game content of Internet cafes, while saving operating costs.
When some Internet cafes are not ready to download some new big games, cloud games can be solved. Internet cafes can save a large part of hardware costs if they can rely on their own infrastructure in the public cloud market. In other words, the procurement cost can be transferred to cloud service companies.
Tencent cloud game “Three Kingdoms Kill” trial scene shooting: Wang Fujiao
According to the interface journalists, there are at least three teams working on cloud game service related products within Tencent.
Even with the entrance of a giant like Tencent, Shunwang Technologies still launches “Cloud Game” as a strategic product of the company. Private cloud in Internet cafes has been doing before Shun-wang. Since last year, the company has transformed the cloud service market as a whole. In 2018, Shun-wang proposed to transfer the original private cloud services of Internet cafes to the public cloud level.
In June 2019, Shunwang released a cloud computer product, claiming that its cloud game service can meet the needs of competitive products – 144 hertz, that is, the display displays 144 frames per second.
Zhao Liang, director of Shunwang Technological Products, told Interface News that the quality of cloud games would depend heavily on a company’s ability to locate locations and compute edges. The stronger the edge computing power, the easier the cloud processing of large games will be.
In 2019, Huawei participated in ChinaJoy for the first time, releasing cloud mobile phone service, cloud computer service, cloud VR service and cloud hand-travel service in one breath. Deng Tao, president of Huawei Cloud Global Market, said in his speech that after Huawei’s testing and using cloud game services, the conversion rate of games can be increased by 2-5 times. In the past, games that required high configuration can be played, but now ordinary mobile phones can also play, greatly reducing the game threshold.
Deng Tao told Interface News that Huawei Cloud will jointly launch one-stop mobile application service platform APP Gallery Connect with Consumer BG, providing mobile application developers with life cycle services ranging from application development, distribution, operation and analysis, and opening up the link from developer to final player. Huawei hopes to package and integrate all Huawei cloud resources, including 18 categories of cloud service resources, covering the global market.
Huawei’s clouds are coming fiercely. According to the Q1 report released by IDC in 2019, Huaweiyun ranked No. 1 in the overall market share growth rate of IaaS and PaaS among Top5 manufacturers, exceeding 300% year-on-year. In an interview with Interface News, Deng Tao stressed that Huawei does not play games, but still does to B services, providing the underlying ICT voice services and artificial intelligence services needed by manufacturers.
Now cloud games are still in the stage of building infrastructure, pursuing lower latency and higher bit rate. In the future, cloud games will be widely used in mobile games, even in VR and AR fields.
Eliminate the information gap and transfer the bow to “go to sea”
Game going to sea is not a new topic.
According to the “China Game Industry Report of January-June 2019”, as one of the important revenue sources of Chinese game enterprises, the actual sales revenue of overseas market of self-developed games in China amounted to 5.57 billion US dollars in January-June 2019, an increase of 20.2% year on year, higher than that of domestic market of self-developed games. Among them, role-playing, strategy and multi-player competitive games (MOBA) are the most popular, accounting for 83% of total overseas revenue.
Domestic games have become the “Red Sea”, with fierce competition among big factories and tightened edition numbers. Many companies see overseas as the next growth opportunity. From a regional point of view, mobile phone manufacturers generally grab the market, but also the preferred destination for games to go to sea, such as Southeast Asia. The large population base and good mobile phone updating provide a good background for some small and medium-sized manufacturers going to sea.
For some mature market of game industry, Chinese enterprises will face more challenges.
Take Japan as an example, a person in charge of Yahoo’s Japan Advertising Department told Interface News that Japan occupies a large share of the global gaming market, with rapid growth in hand games and an obvious growth trend in electronic games. In terms of the size of the game population, the size of hand-touring population is less than one tenth of the domestic population, but the income accounts for 70%.
In 2016, there were about 10 Chinese companies entering Japanese games, and this year it has risen rapidly to 60-70. Players in the Japanese market are mature and will find games they really like rather than follow suit, so they have a strong ability to pay. With the strengthening of the competitiveness of Chinese games in the global market, more and more Chinese companies are eager to try.
Click Tech is a Japanese branch of Yeahmobi, which mainly helps Chinese game companies go to Japan. They believe that the task of localization is to help the game to be successfully distributed overseas. The key point is to study the payment habits and pain points of demand of foreign users. The Japanese value their families, and the fragmentation trend of playing games in their spare time will continue.
“First of all, we should choose products with good data, and then go to Japan to do marketing. In the game category, because RPG and card games are the most popular in Japan, and are also made by local manufacturers, if the content of these two types of game products is not very rich, it is better to do Blue Sea products. Games like “Miracle Warm” are very popular in Japan, but local manufacturers do not make such games.” Click Tech said in an interview with an interface journalist.
What domestic manufacturers do not know is that Japanese players do not like direct inducement consumption, 70% to 80% are through cards and twist eggs. There are many VIP functions in China, which are used to. Japanese players feel that this way is unfair. They are more likely to pay for collecting favorite characters; moreover, Japanese users trust their friends’word-of-mouth more than advertisements.
These are cognitive blind spots for domestic game manufacturers. Like China, people’s ideas are changing, and games are moving in a more positive and comprehensive direction.
Shenno Group is also a company that helps Chinese manufacturers go to sea. During CJ, Shenno Group officially launched its sub-brand Game Plus, and released the Global Game Industry White Paper 2019.
According to the white paper, the revenue share of domestic hand-swimming overseas is only 16%, and there is a huge space for development. Asia-Pacific is still the main market for going to sea. India, Indonesia, including Southeast Asia, have contributed considerable downloads. Japan and South Korea have experienced revenue explosion in the past two years with a growth rate of more than 50%, which is the key market in Asia. South Korea has become the fastest growing overseas market with an annual growth rate of 84%.
Chinese games cost money when they go to sea.
Shen Chenggang, CEO of Shenno Group, told Interface Journalists that games like SLG, for example, belong to a long-term profit-making model. The early core goal was to spend all of the money, even more than 25% of revenue, and slowly reduce the proportion of money spent after a year and a half until it was even or profitable.
The core reason why the Middle East, Japan and North America will choose SLG games is that these markets are mature, and the promotion budget and cost are relatively high. But users mature, long-term can make a lot of money, manufacturers do not look at short-term profits.
Games like ARPGMMO and RTS are easy to erupt in some overseas markets. They will make a large budget in 2 or 3 months, or even lose money. Because some of these games have reached their limit in about six months.
In addition to Facebook and Google, the most popular way of promotion, overseas products like tremolo will be used by domestic manufacturers. “Globalization of tremolo is relatively fast, with almost 10-15% penetration in the top three countries and 7-9% penetration in the rest. The advantage of tremolo is that it has better business performance and can be well integrated with content. Shen Chenggang said.
Game becomes a new culture
In this year’s China Joy, the concept of digital culture has been carried forward, and games have gradually become a new form of cultural expression, from which immeasurable opportunities for development have been obtained.
Ma Xiaoyi, Senior Vice President of Tencent Group, said: “Every era is using the latest expression to carry forward traditional culture and create new cultural content. In recent years, Tencent has cooperated with the Forbidden City, Dunhuang and other cultural and exposition organizations in an in-depth way, hoping to make these cultural classics inherit and develop in the digital age and integrate them into the life of modern people.
For this reason, Tencent has specially created the TGC digital culture theme area on the exhibition stand of China Joy, which is divided into four modules: traditional culture, literary creation art, future exploration and competitive culture.
In the theme area, Tencent directly showed the audience the beauty of murals in the Dunhuang world, exquisite handicraft works such as non-wood engraving New Year pictures, paper-cut, clay sculptures, and integrated these cultural contents into the downstream banner games, such as the Southern Song Pub Culture of New Swordsman’s Love Tour, Chinese traditional embroidery displayed in Dunhuang City and Warriors. Beijing embroidery and Shu embroidery works of craftsmanship, The Glory of the King, and “Flying Sky” Skin launched in cooperation with Dunhuang Research Institute.
In addition, Tencent also demonstrates the military, racing, science and technology, space and other contemporary cultures of modern society through games. For example, “Tencent Dream Pursuit Plan” uses eye movement technology to bring traditional poetry interactive experience contest for players, “King Glory” and craftsmen’s Club jointly build a “man-machine integrated” control technology of GANKER EX Shield Mountain Robot, sandbox creation platform “Elan Island” for players to bring space landing science and AR interaction.
In the digital age, the formation of games and culture is not only the relationship of bearing and borrowing power, but also a win-win situation of complementary and common innovation. Simply put, Chinese classical culture is actually the biggest material library for game creation.
Wang Yi, Vice President of Netease, said, “In the past decade, we have created many works that are born out of Chinese culture. Thanks to the wonderful connotation of the game given by culture, these products have also gained the favor of many users. When we use innovative Internet game technology to inherit Chinese classical culture, the new generation is not only culture, but also the product itself.
In his view, game manufacturers can absolutely get more inspiration from traditional culture and produce games with rich connotations and innovative play methods with cultural connotations. For example, the development team deeply studied the historical materials of the Song Dynasty, carefully restored the traditional festival etiquette and folk customs of the Northern Song Dynasty in the game “Adverse Water and Cold”; based on the story of the classic literary work “Strange Tales from Liaozhai Studio”, added the traditional culture of “Qiannu ghost” such as Biwu, imperial examinations, drinking orders; and the Forbidden City Museum United Netease. The interactive narrative hand-tour of green mountains and rivers, Painting True and Miaobi Qianshan, was jointly launched, and the hand-tour of Panic Dream was adapted from the famous Chinese playwright Tang Xianzu’s masterpiece Peony Pavilion.
This innovative mode of culture and games not only gives new forms of culture, but also carries forward the popular elements and re-displays them in front of the public.
“Many classical cultures were popular at that time, and culture was essentially rooted in the times and society. The core of the inheritance idea of using the past for the present is to let culture live in the present. The real vitality of the historical and cultural heritage can not only rely on the adherence of a small number of people. Wang Yi said. “This is the best time for the inheritance and renewal of classical culture. Innovative technology has overturned the way of perception and experience of culture in an all-round way, and endowed culture with a brand-new digital life.”
The classical culture can get great opportunities to develop in the new era, and it is also the experience of the new generation of young people’s ideological change.
“The new generation of young people, mainly the post-90s and post-00s, have even surpassed the majority of post-80s and Post-70s in their love of traditional culture.” Deng Pei, Vice President of Perfect World Games, said, “After 70, after 80, after 80, after 90, they began to love Chinese traditional culture. They have more and more active recognition and love of Chinese traditional culture. This is the trend of the rise of cultural self-confidence of the new generation of young people.”
This makes it possible for games born out of classical culture to rise all over the world. At the same time, by virtue of the game “borderless” characteristics, these traditional cultures have also been given the opportunity to spread to the world. For example, the horizontal action game “Very Hero”, which is based on the classic Chinese book Journey to the West, is distributed globally in more than ten languages and is welcomed by many players around the world. It has become a good product for the world to understand Chinese culture.
In the future, we may be able to see that the Games carrying Chinese classical culture are popular all over the world and promote the popularity of Chinese culture all over the world.
Unprecedented power of electric competition support
It was held in conjunction with China Joy in 2019, as well as Shanghai Electric Competition Week. Shanghai is correcting its name for the competition, providing resources and conditions to create a new “city of competition”.
On August 3, at the 2019 Global Conference on Electronic Competition, the Shanghai Municipal Bureau of Culture and Tourism issued the “Standards for the Construction of Electronic Competition Stadiums” and “Standards for the Operation and Service of Electronic Competition Stadiums”. The two standards clearly stipulate the requirements for the construction, grading and operation of electronic competitive stadiums, as well as the equipment of electronic competitive stadiums and gymnasiums. Requirements for service facilities and equipment and updates.
“In recent years, the real realization of the industrialization of e-Competition has been achieved. There are some problems in the development of industry, such as the lack of top-level design, industry norms and standard construction. To a certain extent, the development of e-Competition industry is in a natural growth situation. It is necessary to bring the development of industry into a standardized and orderly track, so as to promote the development of e-Competition industry. The healthy prosperity of the competitive industry. Yu Xiufen, Director-General of Shanghai Municipal Bureau of Culture and Tourism, emphasized.
In 2018, the revenue of China’s electronic competition market was 83.4 billion yuan, compared with 4.4 billion yuan in 2010, which increased more than 18 times in eight years. China’s electronic competition is gradually changing from a follower of the world’s electronic competition to a leader and leader. In 2018, the scale of China’s e-commerce subscribers reached 430 million, an increase of 17.5% over the same period last year. Electric competition covers nearly 500 million people, and there is still huge room for users to grow.
At present, nearly half of the well-known clubs have landed in Shanghai, including the Professional League of Heroes League and the Professional League of Kings Glory. Thirty percent of the major electric competitions are held in Shanghai. The districts represented by Pudong New Area, Jing’an District, Yangpu District, Xuhui District and Putuo District have actively developed E-sports projects and promulgated regional support policies.
Tencent Ma Xiaoyi introduced in his speech that Tencent hoped to give full play to its own advantages, based on the city plan, to help Shanghai build a “global competitive capital” in the aspects of competitive sports, professionalization and professionalization. For example, in terms of competitions, the Oriental Sports Center and Shanghai Stadium have been listed as the official recommended venues of Tencent Telecom Competition.
At the beginning of this year, Tengjin Sports, which was founded by Tencent and Fist Game Company, also landed in Shanghai, becoming the first independent electric competition company in China.
Ding Yingfeng, president of Netease Game, said that the company planned to invest more than 5 billion yuan to build an eco-park of Netease Electric Competition in Qingpu, including product development, competitive venues, team development, talent building, user experience and matching space for electric competition, which will be fully landed here. The plan covers the first large-scale professional competition in China. Stadium. At present, the first phase of the project has been formally put into planning and construction.
Not long ago, the “Shanghai Dragon Team” of Netease’s “Watching Pioneer” League won the first prize of OWL China Team. Fans also kindly called the team “Shanghai Dragon”. In 2020, the Dragon Team will return to Shanghai for home games.
“In fact, Shanghai has built up a global leading city location advantage, whether it is good policy, upstream and downstream industrial chains, hardware conditions or the basis of mass cultural consumption. More than 40% of the competitions in the industry are held here. Ding Yingfeng said.
On August 3, the Pudong New Area of Shanghai also issued a supporting policy for the development of Pudong’s competitive industry. Supporting top clubs, live broadcasters and event operators to settle in Pudong, Shanghai Electric Competition Enterprises will receive up to 5 million yuan of support for successful listing, and awarding not more than 2 million yuan to those clubs that have achieved outstanding results in the world’s top electric competitions.
Ten days later, the 2019 DOTA2 International Invitation Tournament, Ti9, will begin its campaign in Shanghai soon, which is the highest prize in the current competition. As a service provider in mainland China, Perfect World also hosts non-professional competitions such as college leagues and city challenges to encourage players to join the competition system and cultivate fresh blood, while also cultivating more users to participate.
“The reason why DOTA2 can attract audiences like NBA is that it has the same competitive ornamental elements, and it has more generational and personal experience for the younger generation growing up in the electronic age.” The perfect world Chi Yufeng said.