China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

A few days ago, the 2020 China Game Industry Annual Conference ended in Guangzhou. According to the “2020 China Game Industry Report” released by the China Audio and Digital Association Game Work Committee (GPC) and the China Game Industry Research Institute, in 2020, my country’s game industry will continue to flourish Although the growth of game users has slowed down, the sales revenue of the game market has increased significantly, and the revenue of self-developed games has been good.

The report shows that in 2020, the number of game users in my country will be 665 million, a year-on-year increase of 3.7%. The actual sales revenue of the Chinese game market will be 278.687 billion yuan, a year-on-year increase of 20.71%, and the growth rate will increase by 13.05 percentage points year-on-year. Looking back on 2018 and 2019 With a low annual growth rate, the domestic game market can be said to have returned to a period of rapid growth this year.

Among them, the actual sales revenue of my country’s self-developed games in the domestic market was 240.192 billion yuan, an increase of 50.678 billion yuan over 2019, a year-on-year increase of 26.74%, and self-developed games have occupied an absolute advantage in my country’s game market.

China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

From the perspective of market segments, the mobile game market has become the absolute main force of my country’s game market, accounting for more than three-quarters of its revenue.

In 2020, the actual sales revenue of China’s mobile game market was 209.676 billion yuan, an increase of 51.565 billion yuan compared with 2019, a year-on-year increase of 32.61%, and the number of users reached 654 million; in contrast, the actual sales revenue of the client game market in 2020 It was 55.92 billion yuan, a decrease of 5.594 billion yuan compared with 2019, while the revenue of web games was only 7.608 billion yuan, a decrease of 2.261 billion yuan compared with 2019, a decrease of 22.9%.

China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

China’s game market revenue share

In the foreseeable future, the market share of mobile games will continue to grow, and other game types will continue to shrink.

The report also sorted out the top 100 mobile game revenue products in the Chinese market, of which role-playing games accounted for 28%, card games accounted for 16%, and strategy games accounted for 12%. In terms of revenue, role-playing games accounted for 19.48%, multiplayer online tactical competitive games accounted for 15.28%, and shooting games accounted for 15.04%.

The trend of high-quality games is highlighted, and the scale of “games going overseas” has expanded

The development of video games is closely related to the development of hardware devices. In the past decade, my country’s mobile games have gradually replaced client games and web games, reflecting the continuous popularity of smartphones and the stagnant growth of personal PCs for many years. However, with the basic popularity of smartphones, the user growth of video games in my country has also stagnated.

Xie Fei, CEO of Shengqu Games (formerly Shanda Games), said in his speech that in the past two years, the online game industry has launched a new round of “value game” – from “channel is king” to “content is king”. “At the moment when the demographic dividend is gradually disappearing, traffic thinking is gradually becoming less and less, and product thinking is gradually taking the lead.”

In addition to commercial considerations, high-quality games can also inherit excellent traditional culture and enhance my country’s cultural soft power. In the last three months of 2020, “Yuan Shen”, a subsidiary of Shanghai Mihayou, has swept the world with its exquisite content. Liu Wei, president of Mihayou, said in his speech that as a gamer, this is “the best era”: “China already has more than 600 million users. What games can such a huge game group play is very important for the inheritance of our traditional culture.”

On September 28, “Genshin Impact” was launched globally, and has achieved excellent results in European countries such as the United States, Japan, South Korea, Germany and France, as well as “One Belt, One Road” countries, Thailand, Vietnam and other Southeast Asian countries. Liu Wei believes that an important reason for the success of “Yuan Shen” is that there has never been a game team overseas that interprets traditional Chinese culture in this way.

“Yuan Shen” has a lot of Chinese-style expressions, including Soviet-style gardens, Hui-style water towns, and reeds in Chinese movies. The traditional elements in these Chinese movies are not only loved by Chinese players, but also by the world. of players consider it very fresh content. For example, many names in “Yuan Shen” are named after Chinese characters and pinyin. Many foreign players specially look up Chinese characters to understand the meaning behind the names. The character Zombie Qiqi in the game is similar to the “head seven” in traditional Chinese culture. ” is related to the customs, which is difficult for domestic games to go overseas in the past.

China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

The elements of national style in “Yuan Shen”

After 30 days of listing, the global mobile game revenue of “Genshin Impact” reached 245 million US dollars, surpassing Tencent’s “Honor of Kings” in one fell swoop, ranking first in the world, of which the overseas market contributed nearly 163 million US dollars, accounting for its total revenue. Two-thirds of the total, proving that inheriting excellent culture and business are not in conflict, and can even complement each other.

At the end of 2020, Genshin Impact was successively selected as the Google Play Hong Kong Game of the Year and the App Store’s Game of the Year, and as a domestic game for the first time, it was shortlisted for TGA and nominated for two awards, becoming an excellent example of domestic games going overseas.

China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

In recent years, the scale of my country’s self-developed game products going overseas has increased year by year, overseas influence, overseas market share, and global user scale have continued to expand. The scope of going overseas has gradually shifted from Hong Kong, Macao, Taiwan, and Southeast Asia to the world. Game makers are actively exploring emerging markets such as the Middle East, India, Russia, and Brazil while making efforts in mature markets such as the United States, Japan, South Korea, and Europe. Zhang Yijun, the first vice chairman of the China Audiovisual and Digital Publishing Association, said in his speech: “Games ‘going out’ is still an important strategic choice for leading companies and an important means for small and medium-sized enterprises to seek breakthroughs.”

According to statistics, in 2020, the actual sales revenue of my country’s self-developed games in the overseas market is 15.45 billion US dollars, a year-on-year increase of 33.25%, and the growth rate is 12.3 percentage points higher than last year.

Specifically, the main game types of my country’s self-developed mobile games in overseas markets are strategy, shooting and role-playing, with revenue accounting for 37.18%, 17.97% and 11.35% respectively, while overseas revenue mainly comes from the US market. The Japanese market and the South Korean market contributed 27.55%, 23.91% and 8.81% respectively, accounting for 60.27% of the total revenue from overseas games.

New technologies and new industries

At industry conferences, cloud gaming has become a word that is often mentioned. No one doubts the transformation of the game industry by technology. The biggest concern of big manufacturers is to be left behind by new technologies. After all, in the game industry, an explosion may be represent an era.

5G has the potential to become another technology that profoundly changes the gaming industry after smartphones, and is manifested in the form of cloud games and VR games. At present, China Mobile has built the world’s largest 5G SA network, opened more than 385,000 5G base stations, and achieved this year’s annual target ahead of schedule; it has developed over 90 million 5G terminal users and over 130 million 5G package users.

As a 5G “killer” application, cloud games have the characteristics of “full HD, ultra-smooth, strong interaction, and multi-screen Display“. In the cloud game scenario, the game does not run on the player’s game terminal, but on the cloud server, and the cloud server renders the game content into video and audio streams, and transmits it to the user’s game terminal through the network, so cloud games have “cloud running, New features such as no download, click-to-play, and multi-screen play.

The “Foresight Report on China’s Cloud Game Industry” once predicted that by 2026, when China’s 5G is fully completed, the penetration rate of cloud games in China will reach 50%, and the scale will reach 300 billion yuan. At present, companies with a market value of more than 10 billion yuan account for 35.1% of the cloud game business.

Xie Fei said, “In 2020, when 5G has not yet been fully commercialized, many game companies, including Shengqu Games, have begun brave attempts in different forms to develop native cloud games to adapt to multi-screen cloud games. to design a new gameplay; looking for excellent researchers to tackle the technical problems of the cloud, etc. While some people are still hesitating whether cloud games will become mainstream and when they can really land, everyone has already started from the organization, The layout of products, technologies, platforms and other aspects.”

It is understood that Shengqu Games has successively established a cloud game studio jointly with Migu, and has also launched a strategic cooperation with Tencent Cloud. Migu Interactive Entertainment is a wholly-owned subsidiary of China Mobile and the only operating entity of China Mobile in the field of game digital content. As early as June 25 last year, it launched the 5G cloud game product “Migu Kuaiyou”. Active users have exceeded 50 million, and daily active users peaked at more than 5 million. According to Feng Lin, CEO of Migu Interactive Entertainment, Migu Interactive Entertainment has added 135 new cloud game invention patents this year, released more than 10 industry group standards, and participated in the compilation of 2 cloud game industry white papers.

Perfect World’s new product “New Gods and Demons Continent” mobile game released in July this year is the first to cover Android and iOS channels in the form of H5. It is the first cloud game product officially released and operated after the commercialization of 5G in China. Perfect World CEO Xiao Hong said in his speech that Perfect World began to get involved in 5G research and development as early as 2017, thus breaking the record of zero experience and zero cases in domestic cloud game publishing. Although the revenue capacity of cloud games remains to be seen, this market is undoubtedly rich in potential.

5G also brings more imagination to the derivative industry of the game industry, e-sports.

In 2020, the actual sales revenue of China’s e-sports game market is 136.557 billion yuan, an increase of 41.83 billion yuan over 2019, a year-on-year increase of 44.16%, far exceeding all categories of video games. At the same time, the number of e-sports game users in China reached 488 million, a year-on-year increase of 9.65%, and the number of users maintained steady growth.

Over the past year or so, major manufacturers led by Tencent, including major cities such as Shanghai, have been developing the new cake of e-sports.

China’s game industry 2020: game revenue has grown significantly, and boutique products are going to sea

On December 16, at the 39th Plenary Congress of the Olympic Council of Asia, e-sports was officially approved to be included in the Hangzhou Asian Games competition, which is another good thing for this fast-growing industry.

At the same time as policy support, the system construction of the entire game industry is also continuously strengthened. There is also a hot topic in this conference, which is the protection of minors. In addition to the theme sub-forum, there are also government officials in many speeches. Raised this topic with business executives.

At the end of last year, the State Press and Publication Administration issued the “Notice on Preventing Minors from Indulging in Online Games”. In October 2020, the revision of my country’s “Minors Protection Law” put forward new requirements for the development of the game industry, strengthening minors The protection work is a social responsibility and basic obligation that the whole society must fulfill. Driven by the important principle of “social benefit first”, the group standard of “Online Game Age Reminder” has been basically completed. Tencent, NetEase, Perfect World and other game manufacturers They also actively participated in and responded to the new policy, reflecting the consensus of the entire industry to implement the “Minor Protection Law”.

Yuan Min, vice president of Tencent Group, concluded in his speech: “We are standing at a key node across the era. The future has come with infinite possibilities, and we are looking forward to our work together to discover, create, develop and apply. In this In the exciting process, the game industry will usher in high-quality development, and our generation of companies, and even our generation, will usher in high-quality development.”

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