On December 15th, the China Game Industry Annual Conference Industry Trend Development Forum, guided by the China Audiovisual and Digital Publishing Association, hosted by the Game Working Committee and Gamma Data, was held in Guangzhou. With the theme of "Cross-border Wall Breaking and Innovative Integration", the forum not only released the "2022 China Game Industry Trend and Potential Analysis Report", "2021 Meta Universe Global Development Report", "2020-2021 China Cloud Game Development Status and Trend Research Report", "2021 Casual Game Research Report (Jointly Released by MacroSuft and Ohayoo)" and many reports, but also invited many outstanding enterprise representatives and industry experts in the industry. Focus on how China's game industry will conform to the development trend of the industry in the future, integrate and innovate with cross-border wall-breaking strategies, and then drive the development of the entire digital content industry.
Big coffee gathered to discuss the diversified empowerment of the game industry
At this forum, Ao Ran, executive vice president and secretary general of China Audio-Visual and Digital Publishing Association, Wang Biao, director of the Digital Research Institute of China Press and Publication Research Institute, Dr. Xiao Hong, CEO of Perfect World, Wang Ziqiang, vice president of the strategic investment department of 37 Interactive Entertainment, Sun Ding, head of ohayoo distribution, Lv Chengtong, founder of Digital Technology, Liu Guanbo, deputy general manager of Tianshen Entertainment, Zhang Yan, partner and vice president of Fast Disk Technology, and Lei Ming, representative of Newzoo Greater China, Mao Yuncong, Chief Analyst of Haitong Securities and Haitong International Media Internet, Long Zhiyong, Deputy General Manager of Alibaba Game Division (Yuanjing), Zhang Junbo, President of Unity Greater China, Senior Vice President of Unity Greater China, Xiao Jian, Chairman and CEO of Cmede Games, Gui Jingjing, Co-Founder and Chief Operating Officer of Kuaipan Technology, Zhang Yaoli, Chairman of Gamma Data, Teng Hua, CEO of Gamma Data, and other industry elites participated in the keynote speech and roundtable forum, and participated in the theme speech and roundtable forum to discuss what high-potential segments the industry cares about in the future. How does the metacosmonic concept land? How can cloud gaming empower the development of the industry? ...... and a series of issues such as in-depth analysis and communication.
Mr. Ao Ran, Executive Vice President and Secretary-General of the China Audiovisual and Digital Publishing Association, said in his speech: "Under the epidemic, the game industry has faced difficulties under the guidance of a series of national policies, especially in this year, many game companies have adhered to the social benefits as the center, continuously strengthened and improved the protection of minors, strengthened the research and development of high-quality products, created high-quality content, and promoted industrial integration, so that China's games have shown a healthy and diversified development trend. ”
In view of the future development, Mr. Ao Ran also shared that "technological progress has made games and production simpler", "multi-terminal integration has become a future trend, cloud games and meta-universes will change more game formats", and "games are making culture integrate." " and other views. Finally, Mr. Ao Ran said: "The trend of future game development and the trend of the development of the Internet world must be to let technology and let our creation help mankind shape the future of a new human civilization and shape a world in which human beings have common values, which is an important trend in the development of technology and industry." ”
Dr. Xiao Hong, CEO of Perfect World, delivered a keynote speech on "Innovation and Quality, Cross-border Win-win Future" at the forum.
Dr. Xiao Hong first reviewed some changes in the game industry in the past year, and believed that "the development of the whole year has made digital cultural creation, especially the game and e-sports industry, a focus of the entire digital development." For the future development trend, Dr. Xiao Hong combined with the specific development experience of Perfect World, and believed that "expanding the competitive advantage of core categories, increasing the layout of the game segment, and better matching the preferences of emerging mainstream group players." "High-quality content is the foundation for digital content companies to strengthen themselves and create value for the market and society." Since its inception, Perfect World has always adhered to the positioning of high-quality content providers, focused on product quality, created high-quality cultural content, and provided users with high-quality game products. "The 14th Five-Year Plan proposes to adhere to innovation-driven development and enhance the technological innovation capabilities of enterprises, and the advantage of Perfect World is also to master and apply advanced technologies, and to promote the deep integration of science and technology + culture by increasing the power of scientific and technological innovation." In addition, cross-border empowerment and talent are also the key to future development, "All along, Perfect World has used its own technology and industrial advantages to strengthen the cross-border empowerment of games and promote the transformation and upgrading of traditional industries." Perfect World Education, in the form of industry-education integration and school-enterprise co-construction, cultivates professional, innovative and compound talents for cultural industries such as games and e-sports, and lays a solid foundation for the sustainable development of the industry. ”
Mr. Wang Ziqiang, Vice President of strategic investment department of 37 Interactive Entertainment, delivered a keynote speech on "Building a Win-Win Pattern and Helping the Development of the Industry". Highlighted and shared what ways 37 Interactive Entertainment can help the development of the industry.
Mr. Wang Ziqiang said: "In recent years, the entire 37 Interactive Entertainment has carried out diversified development and complementary influence around the upstream and downstream of the industry, mainly to build and improve the content chain, make multi-point exploration and layout for the growth points of the company's new business, empower the invested enterprises and partners to develop together and grow together, and further amplify the superposition effect of the investment ecology. Wang Ziqiang also highlighted that 37 Interactive Entertainment has invested in many excellent game developers and some upstream content companies in recent years, and with the help of cooperation, "expand and deepen the strategic layout of high-quality, global and diversified game business." For the future, Wang Ziqiang said that he will further "increase investment in science and technology, set up and participate in science and technology industry investment funds, participate in promoting social scientific and technological innovation, and promote the sustainable development of society, and we also hope that we can work with the companies we have invested in to further improve the entire ecological layout, with an open mind, everyone can get win-win cooperation, with the help of the power of investment ecology, through the mutual empowerment of industrial chain value and cultural value." ”
Sun Ding, head of publishing at Ohayoo, delivered a keynote speech on "New Opportunities for the Development of Casual Games in the Digital Economy".
Mr. Sun Ding said: "As an important part of the game industry, casual games have become a favorite entertainment method for the majority of users due to their simple start-up and wide audience. "For the future" how to achieve the combination of science and technology and digital industry, so as to better build the casual game industry ecology. Mr. Sun Ding believes that "on the one hand, it helps more small and medium-sized developers to enter the casual game ecology." On the other hand, it is through the advantages of the Douyin light cartoon IP in terms of content to make up for the lack of creativity in casual games. Mr. Sun Ding also focused on the problem of "how to improve commercial monetization of casual games", believing that to solve this problem, it is necessary to "focus on the three key points of ecological construction of developer production capacity, creativity and monetization; to this end, our plan is: to build a self-service publishing platform for developers of Ohayoo casual games to help more developers' products can be launched, thereby improving the ecological production capacity of casual games; at the same time, the introduction of light cartoon IP for IP full-link layout to broaden the source of ideas; finally, We will carry out special budget introduction and monetization exploration for casual games to enhance the commercial value of casual games. ”
Lv Chengtong, the founder of Digital Technology, brought a keynote speech on "Data Drive Injects New Impetus into the Development of the Game Industry".
Lu Chengtong believes that "data plays a very important role in the life cycle of the game's operation cycle, and enterprises that use data well have achieved good business growth." As for how to use data well, Lu Chengtong believes that it is necessary to fully do a good job in "data collection, data-driven and data analysis". "Counting Technology first created a most professional and advanced data analysis system in the industry, and then we went up, we opened a counting class, produced a professional data analysis course, and a lot of data analysis best practices are shared with the entire industry, in this way, we come to improve the data awareness of the entire industry and use the data well." "Helping the entire game industry company and helping everyone use the data well is the biggest mission of digital technology." At present, we have served more than 500 game tools, more than 3,000 games, covering the whole category, we hope that in the future, the entire concept and method will be exported to the world, driven by digital, and inject new impetus into the development of the global game industry. ”
Liu Guanbo, deputy general manager of Tianshen Entertainment, delivered a keynote speech on "Meta-universe - The Ultimate Form of E-sports" at the forum.
Liu Guanbo said: "The meta-universe is a direction that we are more optimistic about, the basic virtual person of the meta-universe is also an anchored direction for us, and the Tenjin Entertainment strategy is two parts, one is an e-sports-driven game, and the other is a data traffic-driven real economy." Liu Guanbo believes that "if the metacosm is combined with e-sports, its appearance is completely different from the current e-sports." The first is that the metacosm can actually be combined with e-sports players, which can bring a lot of immersion to the players, and second, the metacosm can be combined with the audience. We hope that through the metaverse, the audience can directly enter the game and get the perspective of the real OB. Third, the metacosm can increase the exposure of players and bring commercial value to players. Liu Guanbo also said: "This year is the first year of the meta-universe, next year's Asian Games is also the first time that e-sports has been included in the system by international competitions, next year may be a first year of e-sports, we may wish to expect that after the realization of the meta-universe, games and e-sports will have a completely different look." ”
Zhang Yan, partner and vice president of Fast Disk Technology, shared with everyone the keynote speech of "Cloud Game Technology Empowers New Paths for User Growth".
Ms. Zhang Yan mainly shared the future development trend of the cloud game industry from the different perspectives of "users, games, and scenarios". Ms. Zhang Yan said: "From the perspective of users, in the 5G era, online cloud games are an ultimate trend; from the perspective of game CP, cloud games will surely become a new distribution method of game CP; in the context of the stock market, we all need content to grab the user's market." Cloud gaming is perfectly presented as a new type of content solution. "Combining the above trends in cloud gaming from different perspectives, Fast Disk Technology offers three growth solutions." The first is the buying volume scheme, and the micro-end will gradually become a new form of buying volume. We provide micro-terminal solutions with the smallest package in the industry, the most cost-effective and the most flexible procurement methods. "The second is the distribution scenario. At present, Kuaipan Technology cooperates with more than 100 million DAUs of media, and the media cooperated by the media have opened up the cloud communication function to provide efficient and non-disturbing cloud distribution. "Finally, there is the incremental solution, at present, there are 300 million users in the middle and low-end machines in the Chinese market, and as many as 400 million smart screens." Cloud games can completely break the limitations of this hardware, cover a large number of users that could not be covered before, and then expand the reach of the above groups, bringing huge incremental space. Ms. Zhang Yan finally said: "In the cloud game track, the technology of Fast Disk Technology has an absolute leading position, and we also have a mature cloud painting system and comprehensive capabilities, and a business model that has been verified by scale. We look forward to working with more customers in the future."
In addition, at the forum, the organizers also invited Mr. Mao Yuncong, Chief Analyst of Haitong Securities and Haitong International Media Internet, Mr. Long Zhiyong, Deputy General Manager of Alibaba Cloud Game Division (Yuanjing), Mr. Zhang Junbo, President of Unity Greater China and Senior Vice President of the World, Mr. Xiao Jian, Chairman and CEO of CME, Ms. Ren Shaofeng, Vice President and Editor-in-Chief of Fun Pill Group, and Mr. Gui Jingjing, Co-Founder and Chief Operating Officer of Fast Disk Technology, to form a roundtable dialogue on the game industry's "strategic breakthrough, synergy and win-win" We delve into this.
At the roundtable forum, the guests first shared the experience of their respective enterprises in the protection of minors and social welfare, and it was generally believed that "it is quite necessary to supervise the anti-addiction supervision of minors playing games, which can also allow the industry to provide more, cleaner and healthier game content to the game industry, and enterprises should take responsibility for strengthening anti-addiction measures, so as to ensure the long-term healthy development of the entire industry." ”
For the hot topic of "how to create a competitive product". Mr. Long Zhiyong, Deputy General Manager of Alibaba Cloud Game Division (Yuanjing), said: "In order to actively cooperate with the wave of boutiques, Alibaba Yuanjing is committed to using cloud game technology to support the development of more high-quality games, by transferring computing power to the cloud, so as to bring more space to game design and development, so that more players can enjoy high-quality games with low-end devices. Long Zhiyong mentioned: "Yuanjing uses cloud gaming technology to support a well-known open-world game, so that the game's players can experience the top end game quality on their mobile phones." He said: "Yuanjing will help more Chinese developers raise the ceiling of the game experience and move to the forefront of the global wave of boutiques." ”
Mr. Zhang Junbo, President of Unity Greater China and Senior Vice President of the World, said: "We hope to be able to help everyone reduce costs and increase efficiency as much as possible at the engine level. In the past two years, we have invested a lot in image quality, on the one hand, we are constantly optimizing two sets of rendering pipelines, on the other hand, we are also bringing more advanced technologies to developers through acquisitions, such as Weta Digital. We believe the world will be a better place because of more developers, and through Unity, we are working technology to help you create more high-quality games. ”
Mr. Xiao Jian, Chairman and CEO of CMG, said: "We are doing more comprehensive products, and have higher requirements for engines, art, content and other aspects. More new technologies are needed, and I look forward to working with more partners to produce higher quality content in a more efficient and lower cost way. In addition, we have the confidence and determination to build the "Legend of the Paladin Sword" IP into the first Immortal IP in China, as well as the youthful IP of the National Wind Culture, and even the national IP that will exceed the valuation of 10 billion in the future. Through the 'Xianjian Yuan universe' game, it can seize the multi-terminal xianxia theme user market at the same time, and expand to a larger national style culture user market, which is expected to attract more than 100 million players and create considerable revenue. ”
Gui Jingjing, co-founder and chief operating officer of Fast Disk Technology, said: "Boutique will bring another problem, the game volume is getting bigger and bigger, the game needs to be higher and higher, we want to make the boutique game can be low threshold, fast and seamless We push it to users, such as cloud games." But the improvement of the cloud for the game quality must not be achieved overnight, it must be gradual, requiring continuous accumulation and iteration. ”
Ms. Ren Shaofeng, Vice President and Editor-in-Chief of Fun Pill Group, gave a unique insight on "how the future of gaming platforms can transition to a universal social tool". She believes: "One of the core appeals of the game is social, and in the metaverse environment, through the underlying support provided by technology, the boundaries of the game are constantly expanding, and it also gives the social platform more imagination space." In the future, the most important thing for us to do social platforms is to devote ourselves to the expansion of different scenarios, not only to meet the social needs of users in the game scenario, but also to explore more scenarios that can provide quality services, so that the company can continue to create value for long-term development. ”
Three major reports reveal the development trend of chinese games
In addition to the keynote speeches and roundtable dialogues, another highlight of the forum was the release of the "2022 China Game Industry Trend and Potential Analysis Report", "2021 Meta Universe Global Development Report", and "2020-2021 China Cloud Game Development Status and Trend Research Report".
Among them, the "2022 China Game Industry Trend and Potential Analysis Report" focuses on predicting the dynamics and development trend of the 2022 industry, combined with the analysis of game companies with development potential, digging deep into the industrial pain points from the perspective of product and user characteristics, accurately collecting the needs of the upstream and downstream industry chains, helping practitioners make accurate decision-making references, providing scientific basis for their targeted development of products, and also combing the investment logic and capital trend of the game industry for the majority of investors.
Mr. Lu Huibo, Senior Analyst of Gamma Data, released the "2022 China Game Industry Trend and Potential Analysis Report" on behalf of the organizers, in response to the report, Mr. Lu Huibo analyzed in detail the development of the game industry in potential fields such as talents, advantage segments, consoles/stand-alone, e-sports, overseas, cloud games, and the future development trend of cloud games, meta-universes, and industrial integration. At the end of the speech, he also said: "Today's game development is not limited to becoming a commercial product, it is an art, but also a combination of high-end technology, but also a cultural symbol, and even a key for us to open the door to the future world, which I think is an important potential and trend." ”
Wang Biao, Director of the Digital Research Institute of the China Press and Publication Research Institute, released the "Research Report on the Development Status and Trend of Cloud Games in China from 2020 to 2021" on behalf of the organizers. The report comprehensively reflects the development status of China's cloud game industry in 2021 from three parts, including the current situation, development trend and future development proposals, deeply interprets the development environment, status quo and trend of the cloud game industry, and puts forward forward-looking suggestions for the health and sustainable development of the cloud game industry.
In the report, Wang Biao especially put forward systematic suggestions for the future development of cloud games. Including "make scientific judgments, launch new policies, or refine and improve on the basis of existing policies, strengthen the guidance of industry development direction," "strengthen quality control and management, explore new management methods", "launch cultural creations that support domestic cloud games, and encourage the incubation of high-quality content." "Promote the construction of industry standards in stages, promote the formulation of key technologies and quality key standards, and consolidate the technical base of the industry," and "encourage cloud games to go global" and so on. Finally, Wang Biao also said in particular: "We must do a good job in the above work, increase policy training, expand the scope, and broaden the channels for cloud games to go global." Guide and encourage high-quality cloud game works or platforms, encourage them to develop towards high-quality and high-end, and at the same time guide cloud games to deepen our cultural connotation, stimulate the vitality of culture with science and technology, give full play to the advantages of international expression of games, tell Chinese stories well, and realize cultural empowerment of cloud games. ”
Lei Ming, the representative of Newzoo Greater China, released the "2021 Meta-Universe Global Development Report" on behalf of the organizer and Newzoo, which was jointly released by Newzoo and Gamma Data, which conducted in-depth analysis of the development of the meta-universe in the global and Chinese markets, and did a lot of user research overseas and domestically. The core of the report is as follows: the framework of the metacosm has been established, but the authoritative definition has not yet been formed. The metaverse is more than just virtual reality. In addition to the game industry as the interface of the meta-universe, film and television, music, FMCG, tourism and other fields have taken the lead in entering the primary meta-universe, and transportation, network security, urban construction, medicine and other industries are also about to enter. Under the metaverse concept, games are about to enter the next stage of development – from Games-as-a-Service to Games-as-a-Platform. Auditing and intellectual property, privacy and ethics, accessibility and scale, these three challenges have the potential to limit the development of the meta-universe industry.
Lei Ming finally summarized the report, he said: "First, the history of games tells us that with the advancement of science and technology, more and more consumers can play games, from game halls to personal computers, consoles, and now mobile terminals, each technological innovation has brought new consumers." Second, the overall development of the game has been constantly breaking the circle, what kind of form will the metaverse be in the future? What new player requirements will be added? Deep thinking is needed. Third, platform-level games (or interoperable complexes of multiple games) will certainly have a huge user base in the future, and this virtual platform will be more closely linked to our reality, and will also create more new possibilities for our other industries. Fourth, the core needs of consumers are social in the short term. ”
It is also understood that as the most influential conference in China's digital entertainment industry, the annual China Game Industry Annual Conference is the most anticipated event in the game industry at the end of each year. This year's annual meeting is composed of the China Game Industry Annual Conference Conference, the Game Top Ten Annual List Ceremony, the Game Documentary Screening Conference, the Game Top Ten Gala Gala, the Game Enterprise Party Building Achievements Exhibition and thirteen sub-forums with different themes. The China Game Industry Annual Conference Industry Trend Development Forum is a highlight of this year's annual meeting.
As a strategic partner of the China Game Industry Research Institute, which is supervised by the China Audiovisual and Digital Publishing Association, Gamma has provided support and assistance for the "China Game Industry Report" released by the Game Working Committee for many years, and its professionalism and authority have been recognized by the industry. Its data has been released at the China Game Industry Annual Conference and the ChinaJoy Summit Forum over the years.
Gamma Data has been associated with assisting local governments in producing various reports over the years. In the past 9 years, he has assisted in the production of "Shanghai Game Publishing Industry Report". At the same time, it is also the producer of the "Guangdong Game Industry Report".
Gamma Data jointly publishes reports with global Internet giants such as Google and Tencent, and at the same time, strategically cooperates with global research institutions such as Newzoo to jointly conduct market research and analysis. The data reporting of gamma data has great influence on the world.
Gamma Data, CITIC Securities, Haitong Securities, Changjiang Securities, Guotai Junan, etc. jointly held various conferences in the financial field, and its views were widely quoted in the media, brokerage analysis reports, game company press conferences, and even game companies' listing prospectuses and prospectuses.
Gamma data reports and data have also been quoted many times by People's Daily, Xinhua News Agency, and CCTV. When the report was released, many media rushed to report it, and it was widely disseminated.