ChineseGametechnolog yTrends small

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Information about ChineseGametechnolog yTrends small

Published on October 11, 2007

Author: Sarah


Chinese Game Technology Trends Klaus Oesch – Fenix Program Manager:  Chinese Game Technology Trends Klaus Oesch – Fenix Program Manager Klaus Oesch Finantec Oy December 2003 Contents:  Contents This slideshow summarizes the information gathered from China during FENIX trip to Asia in November 2003. If you have any questions on the contents or contacts mentioned in the presentation, please contact Program Manager Mr. Klaus Oesch, Beijing, Shanghai and Guangdong:  Beijing, Shanghai and Guangdong Beijing is the media place; the tv´s, publishing and game companies are located there Shanghai is the international financing, business and industry city – an entry point for foreign companies Guangdong/Hongkong is a little bit ahead of the other China – the home of new pilots and piracy Shanghai in growing – market is confusing Taiwanese and Koreans are investing heavily to Shanghai which is the entry point for international business Internet market dynamics:  Internet market dynamics Wireless applications of the internet are developing rapidly –250 million subsciptions to date, 317,5 million in two years time (BDA China) over 80 % of the online games played in China are foreign made – situation is changing Most of the internet portals derive from 15 % to 30% of their revenues from gaming Western style games don´t always go well with the local audience China will make up 53 % of Asia´s internet users, 51 % of internet byuers and 48 % of e-commerce according to IDC Research Company BDA China projects that China Internet population will reach to 152 million in 2005 Terms of WTO membership are leading the central planning China is preparing for the Beijing 2008 Olympic Games Chinese cyberspace – e-Revolution:  Chinese cyberspace – e-Revolution The Chinese government has been quick to adopt cyberspace as its domain for the spread of information acroos the vast territory e-government and e-commerce are happening fast The majority of governement agencies are on-line and fourth media is is fast emerging as thousands of state sanctioned news sites have already set up Mobile phone market has become the worlds largest The market place is just like Christmas every day Broadband usage is growing rapidly in China 11.6 million users at the end of 2003, and 46.2 million in 2005 Hi-tech companies have flourished free on restrictions on joint venture partnerships The majority existing B-to-B portals are funded from overseas Sanghai and Hong Kong are inventing themselves as modern day Cyberports Chinese cyberspace – e-Revolution:  Chinese cyberspace – e-Revolution Microsoft has a Shanghai Global Technical Support Center ATT has aquired a stake of Shanghai´s internet access comapany Nokia, Ericsson and Motorola have invested over ten thousand billion dollars in China Wireless communication GPRS/CDMA is the fastest growing technology sector CCTV is the PRC`s first interactive sports television China Mobile and China Unicom are the largest operators Intel P4 processor marketing trough Shandas games and Internet cafes AOL and yahoo have not quite succeeded in China – reason is that the barrier to entry is pretty significant (IDC) Chinese Phone Content Business :  Chinese Phone Content Business China passed US in 2001 to become the worldslargest mobile market with current subscibers 180 million and nearly 5 million new subscribers every month Year 2005 estimate is 320 million subscribers - wap and mobile internet users will be greater than internet users Revenues of the mobile data expected to climb over 5,8 billion USD Major sources of revenues come from prepaid cards, revenues sharing with ISP´s and online advertising Subscribers mostly middle class & male Fastest growing sector is youth – price per 30 min. = 10 yan Year 2003 200 billion SMS´s were sent Major product areas; ringtone, games, mobile music, AOL cartoons, ringback services Year 2004 estimate for MMOG is 2600 million USD Slide9:  Most Popular Mobile Games Fantasy and Kung Fu Games, Cartoons Typical Gamer is spending 20 – 50 RMB month Leading Games are produced in Korea and localized in Taiwan Massive MMOG are piracy free and generate ongoing revenue stream for operators Chinese on-line Games:  Chinese on-line Games (Prof Yang Sheng Wang, Institute of Automation Sciences) IDC; 1996 preparing stage, -> 2001 starting stage -> 2005 developing stage ->mature stage? 120 on-line games are played in China 90 % male players 75 % 16- 28 years old some chinese manufacturers have begun to develop their own games on-line games sales year 2000 38 million yans, 2003 2 billion yans year 2002 on-line games total contribution was 10 times higher than the sales Shanda – MMORPG developer and content operator:  Shanda – MMORPG developer and content operator ”Chinese culture is interaction between people - on-line games are the best interaction” Very rapid growth from year 1999 in MMORPG area Target areas 1.MMOG 2. Casual Games Legend of Mir II, World of Legend, Fortress II are historical, mythical battle-adventures MMORPG´s – Virtual China Shanda is also producing a movie – advisor Chen Kaige and He Xuntian (Crouching Tiger, Hidden Dragon) Over 1 million users – over 80 % of the chinese players are the customers of Shanda BNB , Basket Ball, Tactic Commander are the best selling casual games (pay card distribution) Most players are playing in 350 000 Netcafes Shanda – leading game operator in China :  Shanda – leading game operator in China ”China´s most successful online entertainment company” Year 2003 Shanda has 140 million registered users Concurrent users 1 million across 22 provinces over 40 major cities over 500 clusters of 7000 servers as well as 350 000 Internet cafes Technology coming from Korea - Actoz soft, Legend of Mir II, Taewool Entertainment, Lord of Heroes, Nexon, BNB and Tactical Commander After two years development and testing period Shanda launched SMS on a united on-line platform, World legend and e-pay business Spending 10 million $ on creating it´s own games Linktone – wireless games:  Linktone – wireless games ”Everyone wants to feel smart” 200 employees in 9 places in China A leader in Chinese wireless Games aggregating branded content Wap over GPRS/CDMA, MMS, locaton based content Current focus on SMS games allows the potential access of Chinas 185 million gsm subscribers ”Asking customers which marilyn Monroes co-star said kissing her” – trivial quiz – Linktones trivia game generated 2000 % growth rates per month Local quizzes ; Shanghai general knowledge, Chinese culture, standard driking games... Shanghai Game Committee :  Shanghai Game Committee ”The Spring of the Interactive Industry” Shanghai has become the best and leading place in the terms of interactive Industry – ”How to create a good environment” Shanghai Information Service Industry Association On Line Gaming Committee – first local gaming organization Shanda as chief committeeman, Secretary is Foreign Trade Advertizing company Operative companies occupy over 80 % of the markets Target Areas: 1. Invest&Research 2. Local&off-shore companies 3. Exhibitions 4. Game infrastructure building Beijing Game Association:  Beijing Game Association ”China will be the pioneer market in the world – New Rules in the Central administration” Controls the state publishing business 32 departments – games and multimedia is one of the most important divisions Internet publishing division – new media activities Concentrating on net media, games, net publishing and supporting the industry Taxation instruments are used to support to developing industry;, games portal 2001 IPO and Nasdaq listing Acquired the leading Chinese game portal Sohu – the frontrunner in the making internet available in China Sohu is China´s premier on-line brand SMS & MMS messaging, news, search, browsing, games and shopping WAP and K-java based platforms Other developers Sinohome; Silk Road – gateway to China: – gateway to China Three major business – on-line media and entertainment services, Sina online consumer fee-based online and wireless VAS and - small and medium sized enterprises 83 million registered users worldwide The leading VAS provider in China and for global Chinese communities 15 localized web sites targeting at greater China and overseas chinese 3 content channels of online contents through partnerships with over 600 international breaking news, sport events, entertainment and fashion, financial and IT industries Ranked #4 after, Hotmail and AOL Netease:  Netease Pioneered in applications, services and other technologies in China Netease is one of the China´s biggest three internet companies and the best performing stock on Nasdaq Net income of 8,3 million $ Instant messaging, Multimedia MMS services, ring tones 144 million registered accounts Average daily page views for the month exceeded 330 million Developing three original games spending between 1 –4 mllion $ game to the development China Mobile:  China Mobile Monternet is a platform which enables companies to develop and roll-out services to users which can be billed by micro payments By outsourcing these value added data services to their subscriber base of over 100,000,000 (75% of the market) China Mobile gains increased SMS traffic Ability to get high quality services to their users at minimal cost in order to reduce user chirn and increase ARPU In 2001 over 13 billion SMS were sent creating revenue of 157 billion revenue for operators in China China Telecom:  China Telecom (Xu Jun, Strategy and Policy Research Division, China telecom) ”The yestérday of Europe is the Future of China in telecom services” Beijing olympics 2008 -> MMs communications will fly -> compare to Sydney Australia -> breaktrough of SMS Fiber Optics platform is growing 200 % yearly 350 000 Internet cafes are the place for games growth No e-government – it means that there is computers installed in Ministeries You have to become a partner:  You have to become a partner Players; CMCC = China Mobile, CU = China unicom, CNET = China netcom, CT = China Telecom, CSAT/China Railways The 3 g licences awarded 4Q2004, 3 G Technologies WDCMA, TD SCDMA, CDMA 2000 A telecom content provider pays 1-3 MRMB for nationwide services Only as a partner You can get billing for VAS CMCC has 100 partners The barrier for entry has raised during the last 12 months -> they want to avoid too small content providers SMS 0-2 rmb, MMS 0-4 rmb, wap download 2 rmb, java games 5 rmb 35 – 40 % of the Nokias download came from Guangdong Chinese experiment platforms:  Chinese experiment platforms Ministery of information ”Local SP´s only” politics -> joint ventures -> 2600 SP´s in operation East coast is the most mature market of China Shanghai and Guangdong are the leading cities China is many markets, many segments Kjava trial program in Guangdong and Zhejiang China Mobile´s ( 6 leading msp are creating the M-zone services – news/chat, dating, sports, news Mobile markets are liberalizing (after the WTO decision) Japanese and Korean teleoperators and electronic suppliers are the most actives in Chinese markets Time factor – casual games are played in the cities – MMOG in rural areas where people have more time Piracy risk – therefore MMOG is the growth area China´s Network Law is very advanced:  China´s Network Law is very advanced (Partner Philip Lu) China´s Internet & telecom´s legislation – Guide to reforms relating to WTO accession Key legislation; telecommunications regulations of the People´s republic of China State Council 2000 and WTO protocol 2001 China´s Media and Entertainment law – groundbreaking guide to PRC television, film, publishing, audiovisual products and advertizing sectors vol 1. Vol 2. Support from senior government officials and executives of state owned medias; State administration for Industry and Commerce, General Administrationfor Press and Publication, Ministry of Culture, China International Television Corporation, China Film Group Corporation Governing Authorities; Ministry of Information industry (MII), Ministry of Science and Technology (MOST) The China´s Law has to be learned by the officials :  The China´s Law has to be learned by the officials On-line gaming Governing Authorities; Ministry of Information Industry (MII), General Administration of Press and Publication (GAPP), Ministry of Culture (MOC) Key Legislation Rules for the Administration od Electronics publications (GAPP, 1997) Administrative Measures for Internet Information Services (ICP Measures, MII, 2000) Provisional Rules for the Administration of Online Publishing (MII and GAPP, 2002) Provisional Regulations for the Administration of On-line Culture (MOC, 2003) Chinese development platforms:  Chinese development platforms Zhejiang University - State key laboratory of CAD and CG, Distributed Compunting Tsinghua University – Multimedia EU´s (Germany, France, Finland) proposal for ”China media laboratory”- cross-cultural, semantic ontologies, language technology development laboratory Navigable China for Europeans Chinese Academy of Sciences:  Chinese Academy of Sciences (Prof. Yang Sheng Wang) ”Online gaming is one of the important forms of of interactive entertainment” Earlier there was government restrictions on games The national and high technology research and development in China – 121 R&D programs with 863 programs of which 18 of them can be applied to online games Administered by the Ministry of Science and Technology Two new programs for online games – same areas as Fenix game engine research, Universal gaming engine - Kingsoft interactive on-line games – Institute of Computing Technology Now the development direction is towards more natural and intelligent playing methods Research directions, Human computer multi-interface, Auto constructed game objects, On-line gaming platform in use Chinese Academy of Sciences:  Chinese Academy of Sciences Institute of Automation – 863 project Other research projects; 3 D computer animation, capture objects on playing face, on-line translation on multiple languages to gather thre players on different countries Distributed computing Network Security Artificial Intelligence; Game planning -> auto constructive of objects Strategic research group Online forum on online game technology development strategy was held by 863 and Casia in oct 2003 CASIA – Institute of Automation – High tech innovation center :  CASIA – Institute of Automation – High tech innovation center (Prof. Gongqing Zhang, Director of Casia) Zhong Guan Cun is the Silicon valley of the China Neighbors many Universities and research laboratories 40 full professors, 26 post doc fellows, postgraduates 370 Research labs, engineering centers, spin-off´s Focus Areas; Basic research, Pattern Recognition, Complex Systems -> ”Intelligence science”, Advanced manufacturinf systems, Natural language joint French – Chinese laboratory LIAMA Security targetede projects Spinoff´s of handwritten technology and asic chip development Tsinghua :  Tsinghua (prof Guanghou Xu) Leading Univeristy in Beijing ; the leading University in language and multimedia tecnologies Common project with HIIT, Helsinki Pervasive Computing; smart classroom, invisible HCI, Universal Access, Middleware and OS for pervasive computing, A large scale interactive multimedia conferencing Center for Spech; speech and language, Recognition and synthesis, simplified and traditional chinese ( Information Retrieval; Digital Library, Text retrieval, image retrieval, Chinese ancient Books (Prof Min Zhang

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