CHINA TECNOLOGY

CHINA TECNOLOGY

1:02 AM

"Separated" Joy

One is in the eyes of the audience and the player, and the other is in the eyes of the exhibitors. For two people, ChinaJoy is split.

 On the one hand, ChinaJoy in the eyes of the players will never lack hotspots, a large number of novelty products, handsome men and women, stage performances, and game demos; but in the exhibitor lineup, some small and medium-sized teams have begun to choose to wait and see, even fleeing ChinaJoy.

Always chasing hotspot hardware

ChinaJoy's full name is "International Digital Interactive Entertainment Exhibition", hardware manufacturers here are justified, even if you have little relationship with the game. Hardware manufacturers, whether they are giants or entrepreneurial teams, have been happy to come here to paint a sense of existence. After all, crowded people mean natural exposure.

Two or three years ago, ChinaJoy ridiculed ChinaJoy as “ChinaVR”, because in the hottest years of VR concept, the entire ChinaJoy venue, whether it was To B or C, was filled with VR game booths. Dialing the queue and experiencing the scene, the scene is quite magical.


But the hot spots have come and gone, and the weather has become faster than the weather in Shanghai.

This year, VR has also been exhibited by manufacturers and games, but it has already become a supporting role. The booth area of HTC Vive is also a small circle. Today's hot spots are 5G and cloud games.

Mobile games occupy a dominant position in the Chinese game market today. As a carrier of mobile games, the upstream and downstream manufacturers of the mobile phone industry are naturally the main force here. Qualcomm Xiaolong has packaged the entire E4 pavilion. Exhibitors of OPPO, Vivo, Xiaomi, ROG, Nubia and other Qualcomm camps have set up booths on the spot. Qualcomm also cooperated with ZTE and Telecom to realize the entire pavilion. 5G network coverage.

Of course, since it is Qualcomm's exhibition, Huawei is naturally not here. In fact, in the To C exhibition hall, Huawei does not have a booth. Only in the To B exhibition hall, there are some cloud technologies such as cloud games and cloud computers. Based on Huawei cloud technology, in addition to mobile cloud games, PC-side cloud games are also provided. business. Different from Qualcomm, Huawei's technology is more to provide a platform, and some game developers can also be seen at the scene to discuss the application of cloud technology in PC games with Huawei.

Connect the mobile phone to the TV through the docking station, then connect the mobile phone to the mobile phone via Bluetooth. After synchronizing the cloud server, the mobile phone can simulate the host. Games such as FIFA, "Naruto Ultimate Storm", which can only be run on PCs and mainframes, can now be streamed to display devices via mobile phones.

The staff of Qualcomm live demonstration said that Qualcomm's cloud game solution, at 5G network and 1080 P resolution, can achieve tens of milliseconds of delay, almost no difference with local games. Cloud game technology has given mobile phone manufacturers a "counterattack" host and won the hope of core users. No one wants to miss it.

However, mobile phone manufacturers participating in the the exhibition, "hearts" are not all in the game, the content of the the exhibition is not necessarily related to the game. The first exhibition of Xiaomi moved the entire "grocery shop" to ChinaJoy site, OPPO It is the biggest area left to the display of Reno's ten-fold zoom technology, which is the same as what mobile phone manufacturers did at the press conference.

But ChinaJoy is not a trade show for mobile phone manufacturers. Sony Playstation will always offer purchase discounts at ChinaJoy and the game will be available on-site. But mobile phone manufacturers don't sell goods here. The things you can take away from here are either gifts or prizes. For manufacturers, ChinaJoy is more of an exposure platform as a display of the brand image.

After all, the game is the most serious scene of the mobile phone. Grasping the game users have stabilized the basic audience for each performance update. The 5G is the hotspot of the whole society. The most popular ChinaJoy has become ChinaCloud.

The player is very hot, the manufacturer is very cold

Hall N is a pavilion for players, general audiences and game makers. It is also the place where ChinaJoy is almost like a game show. At the same time, it is also the area with the most traffic and the longest queue. Nintendo participated in ChinaJoy for the first time. It is one of the hottest booths in Hall N. Microsoft, Sony and Nintendo are also gathering for the first time in ChinaJoy, Sony and Nintendo's demo area. The queues are all starting in 2 hours.

But third-party vendors of console games are still a bit shabby. Compared with the third-party vendors that have status, only Ubisoft still insists on coming to ChinaJoy every year (because it also has a certain magnitude on the PC side), and the on-site Yubi CEO announced that it will launch the "Assassin's Creed" in the future. The whole audience is boiling.



This is another trick for ChinaJoy as a game show. The host platform is the most concentrated platform for 3A masterpieces, and China's mainframe market is not prosperous. There are a large number of third-party vendors and ChinaJoy, which is the starting game for eight games. There are still gaps between well-known exhibitions such as E3 and Cologne Game Show.

Another core issue at Hall N is e-sports. Shanghai is gradually emphasizing its position as “e-sports capital”. Netease Ding Lei also announced that it will invest 5 billion yuan to establish an e-sports an industrial park in Shanghai. In the Shanghai subway, TI’s billboards have already been established. In the pavilion, you can also clearly feel the enthusiasm of the players for e-sports. Whether it is the on-site water friends competition or the appearance of well-known players and anchors, they can make a sizzle on the scene.

But in contrast to the player's enthusiasm, it is the reduction in the number of exhibitors. According to the "Securities Daily" the report, about 30% of game makers are absent this year, and there are many well-known companies such as Sanqi Entertainment. The stacking game behind "Love and Producer" "Sparkling Warm" did not continue this year after the exhibition last year. The stack of paper said that for the first time last year, many players queued to buy the surrounding, but the investment was great. Very tired, or wait until "many hands more" to participate.

For ChinaJoy's investment and return, a giant game staff said to the tiger: "(Participation) CJ should not have much return, mainly publicity. The cost is quite high, the booth fee is one or two million, and there is decoration, Showgirl, materials and the like. Many players who come to ChinaJoy is not very core, they are all running around."

For the absence of many manufacturers this year, he believes that the overall environment of the game industry is really bad, and many small factories can't afford it. But every year, big manufacturers will still come to reveal their faces, which is a "face."

Going out to sea: the game of the lucky

Compared with the crowded C Hall, it is finally possible to get a relatively comfortable strolling experience in Hall B. The main reason for this is, of course, the reduction of people flows.

In this year's Hall B, the game is the core issue. Before and after Chinajoy, there are also a large number of game-themed forums, summits, exhibitions, overseas payment support, translation teams, overseas social media advertisements, etc. It is not uncommon, but domestic Channels, buying teams (especially small teams) appear less and less in Hall B.

At the entrance of ChinaJoy, Snapchat set up a billboard. The App has not yet entered the country. However, under the craze of mobile games, Snapchat, as a well-known social media in the United States, also participated in ChinaJoy for the first time. Hand travel to the sea to provide services for buying advertising.

Chinese game makers are accelerating the pace of going to The sea and China are also becoming an important game exporter. This is a good understanding, the Chinese market is saturated, the overseas market is the next gold nugget and the overseas channels are relatively less complicated than the domestic gameplay.

Gamma data "game industry semi-annual report" shows that in the first half of this year, the actual sales revenue of China's independent research and development online games in the overseas market were 5.73 billion US dollars, an increase of 23.8% compared with the same period last year; App Annie's report shows that Chinese manufacturers' spending on the offshore business has increased by 60%. In mature markets such as the United States, users have more ability and willingness to pay, while in emerging markets such as Southeast Asia, the growth rate of game audiences is significant.

However, going out to sea is also a lucky game. In the case that the version number is tightened and some small teams are unsustainable, going out to sea is a luxury item that the team with “remaining grain” is eligible to consider. According to the "Competitive Report on Listed Game Enterprises in 2019" released by Gamma Data, 8 of the listed companies have goodwill accounted for over 60% of the net assets, and the business reputation has a high risk of thunder, with 13 operating cash flow ratios. Negative, nine companies have repeatedly been warned by regulations and the the environment is still unclear.

To B or C?

For some large and medium-sized teams and companies, ChinaJoy is more and more like a “routine business”. Every year, it will be crowded with audiences and players. The long guns and short guns are aimed at the closer, and the queues are scanned and the surrounding is a routine operation of ChinaJoy. But vendors have begun to consider its return on investment ratio.

Hanwei Hengxin, the organizer of ChinaJoy, has been wholly-owned by Shunwang Technology. This year is also the first ChinaJoy after the merger. The entertainment business observation reported that the industry's complaints about ChinaJoy this year focused on price hikes. For the good performance report, listed companies require Hanwei Hengxin to implement a more stringent price increase investment strategy.

Many exhibitors canceled media invitations with organic wine. A public relations company employee said that this year's media activities are indeed significantly less. On the one hand is the rising exhibition costs, while on the other side is the depressed market environment. This will make some exhibitors deterred.

If you pay attention to the development of ChinaJoy in recent years, you will find that the most bizarre and most fragmented the phenomenon is that there are more and more exhibitors who have a little bit of play (even less), but the more exhibitors and activities in the game industry itself. The less you come.

As the biggest game in China, pan-entertainment, IP exhibition (you can't sum up with one word), the players in the pavilion are so crowded that it still has a certain attraction in China, no matter what it is more like... For ChinaJoy, the question to be considered in the future is how to effectively translate such traffic into industry influence.

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