The "owner" as the goal, Chinese and Western business models, focusing on product localization
You may already be "Bejeweled," "Zombies," the senior players, familiar with the smoke of the Inca Skull Beads resist the frog, with a cherry bomb outside the zombies get in the door, but not necessarily know the stealth of the United States later game company PopCap.
President of Asia Pacific, PopCap JamesGwertzman, 2011 for the first time alone to China, to discover the unlimited potential of the Chinese market. "At that time, China's user base has been very good." As the U.S. gaming companies, the problems they face is how to knock on the door of the Chinese market.
2011 Software Co., Ltd. established Shanghai Bao opened in 2011, "Zombies" popular white collars, all announced in 2011 to develop a new social network game. PopCap carried out carefully in the U.S. company's China game experiments, "business model and product localization is essential." PopCap manager of Greater China Kun think this is the most valuable company after landing in China to share the experience.
For "all" making the game
Prior to game development, co-founder JasonKapalka to look for a golden rule: "We may try a variety of different types, but everyone can make a play of the game is always our goal." So, now PopCap R & D aimed at the game's customer base is 6 years old to 106 years from a wide range of people.
The mountains from PopCap as "Bejeweled" to the proper channels now, "Zombies," PopCap's most significant features of the game, that is simple, easy to use. PopCap initial success in the U.S., tera is derived from the market in the game found its own market segment. They found that those who are willing to play games on the web people, not necessarily in the traditional sense of the computer players. They may try to play the game, but if the entry threshold is too high or difficult to configure more complex game, tera will soon give up. Therefore, PopCap Games design ideas finalized beginning the production for all groups of casual games.
Compared to the "Swtor" This masterpiece for professional super gamers, casual games player base is more extensive. The game is not market already dominated by male players, from office workers to housewives Tera Gold Tera Gold to the elderly and children have to play the game needs. Course to meet the age span of users, the development of the game in addition to other easy to use, but also a challenge to grasp the difficulty. "Zombies," the chief planner Qiaozhi Fan the game summed up the secret of success, "easy to use, interesting and difficult three major elements." Only allow casual gamers to easily grasp the rules of the game for quite some time can have fun in the game, but also must provide sufficient content and gradual difficulty curve, in order to meet the needs of the core players on the challenge.
PopCap great coverage, low threshold, plus the difficulty of interesting strategies for winning players of all ages, Liu Kun introduced PopCap players scattered in the age distribution, in which "13 years old to 24 years accounted for 8 players %, 35 to 44 players accounted for 18%, 55 to 64 years accounted for 23% of players ... ... "
Chinese and Western business models
Despite the large number of potential players, but earnings continue to move forward is the support the company's ultimate protection. "Bejeweled" as PopCap's first game after the birth in the United States, first encountered the problem is the profit model. Casual games at the profit model of the United States are mostly relying on Web advertising on the game interface, revenue, and the game was free. PopCap problems is that advertisers do not want to be advertising in casual games on the seemingly insignificant.
In order to attract players, PopCap created a "first to play before you buy" model: the first provides a simple version allows players to try, through the quality of the game attracted players, but better quality, version, and more hurdles Players must be out of their pocket. This was seemingly a more crazy, but let "Bejeweled," became a hit. Demo has been downloaded 1.5 million times since tera established a large user base so far sold about 25 million copies.
However, PopCap will be to China when the American model is not so smooth. Shanghai Software Ltd PopCap established, once the game element to Watch Entertainment Technology Co., Ltd. in the network element's net sales agent. China's players did not buy the game to develop spending habits, sales results were not satisfactory. Liu Kun will test the water once the partnership known as the Chinese market experiment, the success in the United States "to play first before you buy" in China to achieve tera not that simple.
Bao Kun will expand the market in China opened the way down to "Experiment and learn," PopCap quickly absorbed into the Chinese market has been effective way, the game free of charge, through the sale of props and other revenue measures. The idea was quickly applied to the co-operation with Facebook being. The end of 2011, PopCap will be "Bejeweled," put on Facebook, while increasing revenue payment options, such as players need to "buy magic power" and to be out of their pocket. April 2011, the game after the introduction of paid downloads, still able to access good Cycle. Sept. 14 inspection, according to the Facebook application rankings game, MAU (active monthly users) ranked 12th, DAU (Daily Active Users) No. 6, real-time user of 4.33 million people.
Localization of social gaming
PopCap is now ready to copy the success of Facebook to China.
August, PopCap Games announced a high-profile and strategic partnerships all network end of the year will launch a tailor-made for all the social network version of the game. In fact, before this, PopCap co-operation with all network has been started. Beginning in 2011, PopCap will be "Bejeweled," put all online free trial. According to Liu Kun revealed production of localized social game is a treasure in China, and one of the main directions of the next few years.
According to Sina Technology recently released report shows the U.S. market, social games, social games number of players growing rapidly, 53% of Facebook users over the age of 18 played social games, of which 19% admitted addiction to these games. Survey, 65% of users started in 2011 to play social games, 13% of users said that the month has just begun. "GameExec" magazine and GamesIndustry TV founder of analyst Scott Steinberg, compared with traditional games and social games with free entry, players pay for virtual goods for game developers and investors more revenue.
"From the perspective of publishers, more than a one-time payment of $ 15 game modes more attractive."
PopCap need to do now is how to design a social game more into the localization elements. "We are aware of product localization must integrate with the local culture," and all PopCap network of cooperation to achieve a bundle, such as online play in all games PopCap all network must first be a registered user PopCap also note that the elements of traditional Chinese culture to join the game, such as the Dragon Boat Festival, Tanabata corresponding activities will be organized, for the implantation of the game players choose. Everyone is online, PopCap also take advantage of social gaming features, encourage team operations. They found that, by contrast, players like independent operations in North America, and China's players like the team fighting, stressing the links between them.
Although PopCap developed social network for all the game has not released details, but according to Liu Kun said, localization is a very important element in the game image and tone will consider Asian design aesthetic, such as Asia people like soft bright colors, the image is also more like the cartoon style. In view of PopCap's "Zombies" and 35 stand-alone game, has been covering the Web, PC machines, Mac, mobile phones, iPad, Xbox, PlayStation and other platforms, players of the game in various platforms, the value of such records and experience each platform will achieve universal.
Tera Gold Tera Gold "Domestic players do not all think so stingy." After 2011, the "Zombies" Implantation iphone, ipad download, "the game's revenue in the Chinese market has been the sixth of the global market." PopCap adhere to believe that the domestic players in the wallet always the right time for the exciting game open.
