Online Games: The Coming Chinese Wave

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Startonomics Beijing - June 11, 2009
Frank Yu, CSO/COO, Shouji Mobile Entertainment

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Online Games: The Coming Chinese Wave

  1. 1. History, Overview and Trends of Online Games in China (in10 minutes)
  2. 2. •Chinadotcom Ion Global (CDC) •Principal Researcher Wireless and Games •Microsoft Xbox (PC Games, Mac, Peripherals) •First Asia Regional Business Manager •Microsoft Research Asia •Researcher Asia Cnter for Interactive Design •MS IE 7 /MS Media Center •Program Manager •MS Casual Games •Producer / Started first game team in China •Shouji Mobile Entertainment •CSO/COO Columnist •Gamasutra (China Games) •South China Morning Post (Beijing Byte) •China Tech News •Asia Pacific Management Forum
  3. 3. Only about 10 years old as an industry Born from rampant piracy and low disposable income Similar to Korea in industry development and market 3 Waves but all still operating Licensing / Portals / Korean-Taiwanese Games (2000-2003) China MMORPGS / Communities (2003-2007) Web Games/SNS (2007-Present) China Online Games becoming mainstream media Youth Media Regulated
  4. 4. Korean/China MMORPGs hierarchical and structured China /Korean follow 80/20 rule China Game market regulated like Korea Console ban .PC type games and UI (one handed gaming so players can smoke) China and Korea gamers love Blizzard Starcraft, Warcraft, Diablo (1 and 2) and DOTA are all still favorites on LANs because they are well designed and free in Internet Café/Bangs. WoW benefited from player familiarity
  5. 5. Subscription Service based Localized and operated locally
  6. 6. Sohu (spun off online games unit twice) Sina Netease Shanda Kingsoft (China’s MS made no money on productivity software but profitable on games)
  7. 7. •Free to play •Monetization from avatars •And virtual goods
  8. 8. •Free to Play •Virtual Items •Avatars •Special Levels •Appeals to women •Audition •Kart Rider
  9. 9. Chinese game companies have Created their own versions of Korean advanced casual games
  10. 10. •Zhengtu Online shifted the industry •Online/ Offline Event based gaming •.Cafe Channel marketing and promotions •Designed to be addictive/gambling •Perfect World •Export MMORPGs tech/licenses •Blizzard/the9 •First to break ban on broadcast adv. •Western game design and backstory •Pre-paid cards
  11. 11. Kaixin001 Parking wars Friends for sale Trevian & Clones Browser vs. Client
  12. 12. Main Overseers Ministry of Culture Ministry of Information Industry General Administration of Press and Publications Also… State Administration of Radio, Film and Television Ministry of Commerce Public Security Bureau JingJing and ChaCha Internet Cops
  13. 13. Virtual transaction / avatars Business model impacts game design Games as Media and Social Facilitators Games as FMCG consumables Channel marketing Online and offline events Fill lifestyle role
  14. 14. Contact: Frank.Yu@ShoujiMobile.com FrankYu@Gmail.com Twitter: Frankyu Thank you

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