When the game is once again in the public eye, new potential is being stimulated.
Under the wave of compliance in the game industry, the accompanying play industry that has been rectified for more than 8 months has ushered in a recovery. Many of the popular accompaniment software were re-launched around June. This marks the restart of the game escort track, and the new potential of the game industry is also being stimulated.
There are also many emerging occupations that accompany the restart of the play industry. New career names such as e-sports instructors and game attendants came into view and received official endorsements. One signal is that on the basis of providing users and the industry with better game experience and technical service support, the industry should actively promote the establishment of standards, systematically cultivate relevant talents, and send a large number of high-quality e-sports practitioners to the "flexible employment" policy.
Re-examining today's game industry, "misunderstanding" runs through the development of the industry. From illegal transactions and controversial disputes to today's standardized industry standards, the accompanying play industry has eliminated people's misunderstandings with practical actions, and while winning recognition, it has also extended a broader commercial value and social value.
When the public takes off the colored glasses, the play industry is also fulfilling a new mission.
01
Once misunderstood games to play with
Game companionship plagues the game industry – companion play has suffered the worst misunderstandings.
The ununderstood relationship between supply and demand has become the cause of the crusade against the play industry. From the perspective of the business logic of the industry's start-up, the accompanying play industry is a supplement to the entire game track. A part of the group combat attribute of the game requires experienced gamers as a supplement to enhance the gaming experience. In addition, the unbalanced gender ratio in some game communities has led to a disharmonious game atmosphere, and the addition of game accompaniment has improved such a situation.
For users, playing with them is closer to a kind of value consumption. Many gamers also have negative emotions such as loneliness and inferiority when they get the happiness brought by the game. The addition of accompaniment is a blessing for such players and promotes a good atmosphere for the entire game community.
The accompanying play industry, which has the original intention of optimizing the user's game experience and promoting employment, should have played an "auxiliary" position in the game track and promoted the progress of the entire game industry with technology and service support.
When words such as men and women, trading, and games are frequently mentioned, the playing industry has become the "focus".
When accompanying play has become the target of public criticism, "chaos" and "gray industrial chain" are often used as keywords for crusades. In the eyes of opponents, accompaniment is an improper game service that destroys the atmosphere of the entire gaming community while excessively improving the social nature of the game. Strength and fun are no longer the core criteria for judging players, and the game will "change flavor" with it.
Essentially, this controversy targets the grey industry triggered by the consumption of value. With the essence of the transaction of accompanying services, there is indeed a risk of illegal transactions that deviate from the platform. When more and more eyes are set on the play industry, the risk is infinitely magnified, overshadowing its own business logic.
The public's prejudice against the game industry also makes the accompanying play industry bear the weight. In the past, the game industry has become the antithesis of student learning, and for many parents, the love of playing games is even equated with misguided, which makes the play industry have to suffer some negative comments.
In fact, in the test of the industry's leading APP, no so-called gray content was found, and e-sports guidance and sparring occupied the mainstream of the platform.
Mr. Wu, an e-sports instructor on a head platform, said that playing with him is not only a corner of his life, but also an indispensable part of his career: "I myself am doing foreign trade, and after returning to my hometown from unemployment, I began to find some part-time positions. At the hardest of times, it was playing with me that gave me a chance to support myself. It is reported that after Mr. Wu lost his job, he used to play part-time every day to make money, working about 3 to 5 hours a day, and his salary could range from 5,000 to 8,000 yuan a month, which was enough to pay for the expenses of small cities.
With the progress of social thinking, more and more people realize that games can also become an industry, and e-sports can also become a compliance movement. However, the society's acceptance of the e-sports industry is still in its infancy, and the accompaniment play located in the downstream of the game industry is still in the hardest hit area of public opinion.
"For me, companionship is closer to a video membership subscription." A veteran game industry player described the accompanying industry in his eyes, "There are many games that are not single-player games, and they really need to work together as a team. When there is a shortage of people, they will often find a companion to play with almost a segment, and usually when they play alone, they will also find a companion to play. Playing with me is an important part of my gaming life. ”
Take off the public's colored glasses, the game industry needs to be justified.
The gaming industry is on the orthodox path, which is a positive signal for the entire major track. After 2018, China's e-sports ushered in rapid development, the industry output value increased from 83.44 billion yuan to 140.181 billion yuan, and the number of users reached 489 million people at the highest. In 2020, e-sports was also officially recognized and officially included in the competition items of the 2022 Hangzhou Asian Games, becoming an internationally recognized sports event.
As an important part of e-sports, after 8 months of compliance rectification, accompaniment has also actively participated in the establishment and improvement of the standards and standards of the game industry.
The public's "misunderstanding" of the play industry has not become a resistance to development, on the contrary, it has become a powerful driving force for the compliance development of the play industry. In the long-term sense of industry upgrading, compliance has a positive impact on the play industry and even the game industry.
The industry guidelines built after compliance also enable the play industry to provide users with higher quality and more standard-compliant services.
02
Policy "New East Wind" Driven by Compliance
Driven by compliance, the play industry has established a solid industry foundation.
The recognition of positions such as game service provider and e-sports instructor fully shows that accompaniment has become one of the recognized new positions. In May this year, the "Final Review Meeting of the 'Game Service Division' Vocational Skill Group Standard of the E-sports Branch of the China Communications Industry Association was held in Changsha, and the specifications of the game service division in four aspects: occupational overview, basic requirements, work requirements, and weight table were given.
In June, the "E-sports Instructor Management Specification" and the "E-sports Instructor Service Level Evaluation Guidelines" led and drafted by the Shanghai E-sports Sports Association were officially released, which also covered the qualification identification, service requirements, skill level and other dimensions of e-sports instructors. Under the official endorsement, both game service providers and esports instructors have become one of the orthodox professions.
"Playing with such a large market can create too many jobs." An e-sports industry practitioner commented on the rectification, "So I am willing to invest resources to rectify the play industry, because the commercial value and social significance brought by it are immeasurable." ”
The huge commercial value and prospect of the game cannot be ignored.
According to iResearch's forecast, before the rectification, the game companion market size will exceed 14 billion yuan in 2021 and will continue to grow. This stems from the relatively flat structure of the game industry and the fixed business model. Judging from the performance of domestic game users, the paid mood for game accompaniment is also relatively positive.
Mr. Dong, who has been playing games for three years, said that the prices of the games he played ranged from 60-100 yuan per hour. According to public data, the game is priced at 98 yuan, which means that for some paying players, the game companion can create value beyond the game itself.
According to the data of Huajing Industry Research Institute, in 2021, the monthly consumption of domestic players in the play industry exceeded 200 yuan, accounting for more than 50%, and the per capita consumption reached 453.6 yuan / month.
Commercial value has also become an important driving force for the progress of the play industry. As one of the participants in the platform economy, the game companion industry has fulfilled its mission of promoting the platform economy with its huge commercial scale and actively empowered the digital economy.
Commercial value also stimulates the social value of the play industry, and truly takes it from society and uses it for society.
Creating new careers means giving job seekers more choice. After the e-sports branch of the China Communications Industry Association released the "China E-sports Sparring Standards", 40,000 people have passed the national e-sports sparring professional qualification certification assessment. In the future, with the entry of e-sports into school, game accompaniment has become one of the formal occupations, and the game industry has created more jobs for society.
The accompaniment industry driven by compliance has also come to a new corner of industrial upgrading.
03
New corners, new inflection points, new momentum
The influence of the accompaniment track on the gaming industry is expanding.
The game accompaniment market size exceeds 10 billion yuan, and it is the fourth track in the e-sports industry in addition to games, live broadcasts and events. After compliance, the accompanying play market still inherits the strong potential of the past and promotes the growth of the game track with strong vitality.
In the context of e-sports entering Asia, the government is also actively laying out, and domestic e-sports is facing the opportunity of the rise of the industry. As an important link in the ecological chain of the e-sports industry, Accompaniment has also fed back the game industry with its own healthy growth, making China's e-sports on a larger international stage.
On the other hand, after the establishment of industry standards, the accompanying play market has also played its own piece of the world outside the game track. In the job market in particular, in addition to the development of training standards and employment guidance for professional practitioners, more part-time jobs have been created. Under the guidance of the "flexible employment" policy, more talented people in e-sports can get paid by playing with this profession and alleviate employment problems.
The scale of flexible employment in the mainland has exceeded 200 million, becoming one of the important forms of employment. Relevant reports pointed out that the proportion of flexible employment after 90 and 00 is relatively high, and contemporary young people have become the main force of flexible employment.
Due to the relatively low threshold for employment and flexible working hours, more young people choose to play games with this profession. It is reported that more than 100,000 practitioners have participated in the game play industry. "It's a relatively stable income." Ms. Li, who has worked part-time in the playing industry for three months, described the significance of the profession of playing with her, "I like to play games very much, and the games are played well. Enjoying the game while being able to get paid is something that has been very fortunate for me. Playing with each other has become part of my career. ”
The flexible employment space provided by the accompaniment is still growing. Tencent E-sports released the "2022 Global E-sports and Game Live Streaming Market Report", predicting that in the next three years, the scale of the e-sports industry will grow at a compound annual growth rate of 13.4%. Tencent's vice president of Games said that it is expected that in the next three to four years, the talent gap in the e-sports industry will reach 2 million. This growth is also driven by the expansion of the scale of practitioners in the play industry.
More and more young people participate in the construction of the play industry, and they can also promote the circulation of social consumption through such employment opportunities. In the future, the compliant play industry will usher in a period of rapid growth, bringing more business vitality to the industry while further realizing its own social value.
The author | Anyu
Editor| Hu Zhanjia
Operation | Chen Jiahui
Produced | Zero-State LT (ID: LingTai_LT)