Source: Photo.com
On April 30, NetEase's "Egg Boy Party" official Weibo issued a proposal, which mentioned that when all users recharge more than or equal to 198 yuan on the same day, they will receive a rational consumption reminder before the next recharge, and the process can only be continued after confirmation; When the user's daily cumulative recharge is greater than or equal to 328 yuan or the cumulative recharge is greater than or equal to 1000 yuan every week (Friday 00:00-next Thursday 23:59), the new recharge needs to pass face recognition verification before continuing the process.
It is reported that "Egg Boy Party" launched the strictest consumption restriction order this time, mainly to effectively promote the implementation of the concept of "rational recharge, healthy game", to ensure the consumption safety of all users, and the consumption link is clear and transparent.
Previously, "Egg Boy Party" also issued new regulations specifically for the registration of the elderly, users over 70 years old, face recognition verification will be mandatory in the game registration process, and users can log in to the game normally after passing the face verification.
As of now, "Egg Boy Party" currently has 500 million young users. According to QuestMobile data, in December 2023, the post-00 users of "Egg Boy Party" accounted for 26.3%.
A panorama of the mobile gaming industry
The participants in the game industry chain mainly include game developers, game publishers and distribution channel providers. Smaller-scale game developers with no rich experience in publishing and operation mostly focus on game development, while leading manufacturers such as Tencent, NetEase, and Sanqi Mutual Entertainment adopt a "research and operation integration" business model. The downstream distribution channels of games mainly include official hardware stores (Huawei, Xiaomi, Coolpad App Store, etc.), third-party app stores (Tencent App Store, App Store, Google Play, etc.), super apps (Douyin, Toutiao, Weibo, WeChat, etc.), advertising platforms, and vertical community platforms.
The product layout of representative enterprises in the mobile game industry
From the perspective of Tencent's mobile game genres, the company's self-developed and published games are mainly MOBA, shooting, RPG (including MMORPG and ARPG) and SLG games, while the separately released games are mainly RPG (including MMORPG and ARPG) games.
From the perspective of NetEase's mobile game genres, NetEase focuses on the research and development of MMORPGs, collectible card games (CCGs), first-person shooters, competitive games and simulation games.
The total size of China's mobile game market will continue to grow
With the upgrading of smart terminals and the development of cloud computing, artificial intelligence, and AR/VR technologies, the commercial value of pan-entertainment IP such as literature, film and television, and animation continues to expand, and China's mobile game industry and other related industries will realize cross-border cooperation at multiple levels such as terminals, platforms, scenarios, and applications. In terms of going overseas, in the face of diversified overseas market demand, Chinese mobile game companies have been deeply engaged in RPG, shooting and SLG game fields, accelerated industrial layout and product investment, and continuously increased their overseas market share. It is estimated that the size of China's mobile game market will exceed 370 billion yuan in 2024 and 850 billion yuan in 2029, with a compound growth rate of 18% from 2024 to 2029.
"The quality meets the requirements of market competition, and will also make the product long-term operation, increase reputation and influence. Xiao Hong, CEO of game manufacturer Perfect World, said that game companies should take a long-term view, endure loneliness, and constantly polish their products.
Xiao Hong believes that under the trend of high-quality development, the game industry presents three characteristics: development and interactivity, social popularization, and deep integration of IP interaction. Among them, IP linkage is promoting the formation of a development ecosystem for related industries such as games, online literature, film and television entertainment.
Wanlian Securities pointed out in the theme research report of the media industry that in 2023, the domestic game market will recover significantly, and the release of edition numbers will return to normal, and high-quality mobile games will drive the market recovery. The performance of China's game market in 2023 is in line with expectations, with the normalization of the release of version numbers, the resumption of the rhythm of new product launches, and the preparation of a number of games to attract much attention, China's self-developed game overseas revenue remains at a high scale level, optimistic about the recovery of the game boom, which is expected to drive the market to achieve steady growth in 2024.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect and Investment Strategic Planning of China's Mobile Game Industry" by Qianzhan Industry Research Institute
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