China has officially entered the 3G era. Mobile 3G technology not only breaks through traditional technical bottlenecks but also provides richer multimedia representation, faster data access, and more convenient human-computer interaction. On the other hand, the trend of mobile terminals becoming media in the 3G era is stronger, requiring a large amount of high-quality content, expanding the forms and scope of cultural dissemination. The arrival of 3G is a great opportunity for the entire cultural industry development, especially the mobile Internet game value chain will generate huge market value. The industrial chain composed of content providers, platform providers, and operators can provide animation services for 650 million mobile phone users.
With the development of China's 3G network and business, mobile Internet games have also entered a period of rapid development.
Smartphones and tablet computers drive the development of the mobile Internet gaming industry.
As shown in the figure above, China's mobile Internet gaming industry began to show a significant growth trend in 2011, partly due to the development of suitable terminal industries such as smartphones and tablet computers.
One of the reasons for the birth of tablet computers is that they provide excellent user experiences. However, an excellent experience also requires good software and games for support. Most users buy tablet computers for entertainment. According to research by Bais Consulting: Tablet computer users are reducing their time watching TV and using PC computers, spending more time on tablet computers. Research results show that among the most popular activities on tablet computers, games rank first.
According to predictions by Bais Consulting, from 2011 to 2013, one-third of the existing 800 million Chinese mobile phone users will upgrade to smart mid-to-high-end phones capable of playing games. It is expected that the number of mobile game users in China will reach nearly 200 million in 2011. The annual scale of the mobile Internet gaming market will exceed 20 billion RMB, with an annual compound growth rate reaching 44.6% by 2012.
Operators are laying out the mobile Internet gaming industry
Currently, the three major operators including China Mobile, China Telecom, and China Unicom have already started layouts in mobile Internet gaming. In April 2010, China Mobile's animated base was established in Xiamen, proposing the concept of a "pan-game development alliance." They hope to connect various parts of the industry, standardize standards, and provide full-network services with one-point access, thereby lowering the industry threshold. It is understood that China Mobile began trial commercial use in Fujian from January 2011.
China Unicom also proposed to provide an easy-to-develop interface platform from the design, development, testing, launch, and later operation promotion of mobile Internet games.
China Telecom proposed to play the role of a "channel." Building platforms requires a lot of machinery and cloud computing. In the industrial chain, China Telecom is willing to provide two opportunities: one is to provide content, solving profit issues through a sharing model; another is as a debugging machine channel for operators, where manufacturers create their own content and do their own promotions, while operators just charge for channel usage.
The development of mobile Internet games should start from the user experience
With the influence of factors such as China's 3G network, smartphones, and tablet computers, the mobile Internet gaming industry is bound to welcome even faster development. However, from content providers, platform providers to operators, if they want to compete for a larger market, they must start from the user's perspective and fully consider the user experience and needs.
Firstly, it should start from the interactivity and ease of use of the game, making the game lifecycle longer and more attractive to users. For example: users do not need to install clients, opening a webpage allows them to play online games, fully achieving ease of use and providing users with better interactive entertainment experiences.
Secondly, it should start from the user's needs, fully considering personalization and the convenience of communication between users. In games, users need a lot of communication, so social platforms and mobile platforms also need to achieve good integration.
Thirdly, the screen sizes and operating systems of the terminals used by users are different, and users need to exchange data between different terminals, so the compatibility of the terminals becomes particularly important.
Additionally, with the development of mobile terminal equipment and communication networks, there will be more entertainment methods. Only by providing users with entirely new experiences will more users choose mobile Internet games.
From the perspective of industrial growth speed and market potential, China's mobile Internet gaming industry has considerable room for development. As the industrial chain continues to improve and market competition intensifies, only by fully exploring user needs and valuing user experience can the industry achieve high-speed development fundamentally.
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