In 2019, China’s game industry delivered a remarkable report card. At the 2019 China game industry annual meeting held in Haikou, Hainan Province, the 2019 China Game Industry Report (hereinafter referred to as the report) issued by the game publishing Working Committee of China audio visual and Digital Publishing Association shows that in 2019, the actual marketing revenue of China’s game industry is 230.88 billion yuan, up 7.7% year-on-year; of which, the marketing revenue of independently developed games is 189.51 billion yuan, up 7.7% year-on-year Growth of 15.3%; domestic games “going global” continued to maintain rapid growth, with overseas marketing revenue of US $11.59 billion, up 21% year-on-year.

The growth rate of overseas market income of self-developed games is higher than that of domestic market

According to the report, domestic game enterprises have achieved rapid growth by deepening independent research and development and exploring new development models and approaches. In 2019, the actual sales revenue of China’s independently developed games in the domestic market reached 189510 million yuan, an increase of 25.12 billion yuan year-on-year, with a growth rate of 15.3%. The actual sales revenue of China’s independent R & D game overseas market is 11.59 billion US dollars, up 21% year-on-year, higher than that of the domestic market. In the regional distribution of the actual sales revenue in the overseas market, the United States accounts for 30.9%, Japan 22.4%, South Korea 14.3% and the three regions 67.6%. The data shows that the United States has become an important target market for Chinese game enterprises to go to sea.

Zhang Yijun, director of the game Working Committee of China audio and digital Association, said that Chinese game enterprises have successfully created a number of excellent Chinese game brands by actively expanding overseas, building a strategy of excellent original games, and relying on differentiated product positioning and excellent game quality.

The current situation of China’s game industry: innovative technology enhances product competitiveness

In recent years, the ecological environment of China’s game industry has been continuously improved. Local governments are speeding up the construction and layout of industrial parks with the theme of games, driving the local cultural and creative economy and supporting the development of regional game industry. In 2019, China’s game industry inclines to high-quality original games, with remarkable policy results.

“Through continuous exploration of innovative technology and cultural consciousness in content, we hope that traditional culture can reach the post-90s and post-00s of the new generation more vividly, so that every game enthusiast can establish cultural links and emotional resonance across time and borders in immersive interaction.” Ding Lei, CEO of Netease Computer Systems Co., Ltd.

According to the analysis, in 2019, game companies increased the investment in advanced technology research and key technology application, integrated new technology into game product development and operation management, and provided strong technical support for the launch of high-quality games. Under the background of vigorously implementing the strategy of high-quality games, the rapid development of China’s game market has also attracted more and more attention of international organizations and enterprises, and the core competitiveness of China’s game products in the world has been continuously enhanced.

At the same time, Chinese game companies explore the overseas game market through capital going to sea. Through the acquisition of overseas companies, a complete ecological chain of the game industry has been built, which enhances the voice of Chinese game companies in the field of original games and improves the market anti risk ability.

Development trend of China’s game industry: E-sports will become a new growth point of the game industry

The report also analyzes and forecasts the development trend of China’s game industry.

First, the new technology driven industrial chain is more diversified. In the future, with the development of 5g technology and cloud games, VR / AR games are expected to rise again and become wireless and light. In addition, promoting new functions, new playing methods and new formats through technology will enrich the future game industry chain.

Second, in the future, the live game industry will be more standardized. Live broadcast of game enriches the cultural and spiritual life of the masses and is a new way of game participation. The emergence of live broadcast brings new development opportunities to the game, promotes the integration of related industries, builds a diversified industry profit model and becomes an important economic growth point in the field of culture and innovation. The game live broadcast drives the rapid development of the surrounding industries. The deep integration of the game live broadcast industry chain leads to the continuous emergence of business models and promotes the re development of the profit model.

Third, the development of intellectual property ecological empowerment game industry is increasingly obvious. According to the report, in recent years, in addition to traditional means of intellectual property protection, some game companies have begun to try to use blockchain, big data and other new technologies to strengthen the protection and infringement monitoring of their own intellectual property rights. Through the connection of intellectual property products, the enterprise conducts cross domain commercial operation across the game, film and television, literature, animation, music and related derivative markets, and can obtain better income returns and word-of-mouth feedback. Therefore, further strengthening the construction of rules and regulations on key issues in the field of network copyright, promoting the protection of intellectual property, and improving the protection system of intellectual property are the important basis for promoting the self-discipline of the game industry and promoting the healthy development of the game industry, as well as the important guarantee for purifying the market environment of the game industry.

Fourth, E-sports will become a new growth point of China’s game industry. At present, China has become a strong influence and potential E-sports market in the world. As one of the important cultural consumption behaviors, E-sports has gradually become a new profit growth point of the game industry. Under the background of the current commercialization value of E-sports and the massive transformation of game users to the audience of E-sports events, the audience’s demand for competition will have a huge growth, and the mass media will further expand the communication of the events. With the gradual expansion of the scale of users, the potential of E-sports content consumption market will be further released, which will also promote the process of E-sports events’ urbanization.

In addition, the main hall of E-sports club provides a way to show the city culture, and settles the brand value of the club offline with the city as the carrier to build a more diversified communication channel for the club. With the support and encouragement of policies, the cultivation of E-sports talents and the improvement of employment system will enter a period of rapid development. Game hardware manufacturers cooperate with E-sports products to launch proprietary hardware equipment, which will further optimize the experience of E-sports activities.