"Fully open PC games cooperation, and have deep interaction with developers" by 360 Games' President Mr. Xu Yiran

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Aug 18, 2016, 10:39 ET

SAN FRANCISCO, Aug. 17, 2016 /PRNewswire/ -- This year's 2016 ChinaJoy event, held from July 28^th to July 31^st, attracted gamers from all over the world under the theme of "embrace pan-entertainment in the new era of games". As a core conference of the 2016 ChinaJoy, the China Digital Entertainment Conference（CDEC）was held on July 29^th. Among the many high profile global game industry executives in attendance at CDEC were Xu Yiran, President of 360 Games, Zhang Genwei, Head of Disney Interactive Games Business in the Greater China, and Ralph Li, Head of Electronic Arts Publishing in the Greater China. These heavyweights shared their respective views about the future development of the global game industry at this year's CDEC event.

In his speech entitled "Channel as a Service: How Would 360 Games Provides Developers With Better Services", 360 Games' Xu sorted out new programs for game developers and shared five key principles on the Channel Services.

No doubt, 2016 will become a landmark year for the global and Chinese game industry. Xu presented a set macro-market data to show trends in this industry, including China. By 2016, the global game industry will reach revenue of $99.6 billion US Dollars, an increase of 8.5% compared to 2015. It is worth noting that the revenue from mobile games, which grew 21.3% to $36.9 billion, will exceed revenues from PC-based games for the first time.

The Asia-Pacific region will continue to dominate the global game industry, accounting for 47% of the global revenues. China, with expected revenue of $24.4 billion, will single-handedly contribute half of the revenues for the Asia-Pacific region will become the world's largest game market by jumping ahead of the US at $23.5 billion. By 2019, the global game industry will grow sustainably with 6.6% compound annual growth rate, and ultimately achieve a total market of $118.6 billion, with mobile games contributing revenue of $52.5 billion.

For the Chinese games market, mobile games remain its largest category, 360 Games' Xu analyzed various categories of its mobile games.

In 360 Games' Top100 download list of mobile games for the first quarter of 2016, 58% were offline games and 42% were online games. For offline games in the top download list, 29% were casual puzzle games, and 19% were the "escape and parkour" games. For online games in 360 Games' top download list, top ranked games were role-playing games, card games, action games, and strategy games. These numbers reveal not only a new era in product development, but also the developer services.

Five thoughts on channel service: 4 new service models + 1 crossover thinking mode

360 Games will also implement four new service program: "partners joining operation", "one-stop complete service", "supporting new products and categories", and "fully opening PC games cooperation". These four new policies will vastly improve the game development and launch process for developers.

Partnership Program: 360 Games' Partnership Program will enable closer cooperation and interaction between 360 Games and its developers to incorporate developers and partners' feedback on 360 Games' support services.

Customization: This service will fully meet different service requirements of developers based on their demand, including product tuning, platform access, user guide, new game test, starter, resources allocation, data tracking, and other aspects.

New Category Support: For 2016, 360 Games has focused on supporting real-time competitive and and sandbox. Competitive games are rival, real-time, and interactive. Sandbox games have free, creative, and individualized, and the Sandbox games is a category with potential. These two categories have a common feature – suitable for live video streaming. In this way, different categories and different platforms will be connected effectively and form interaction between platforms. It will maximize the activation and release the potential of products.

Software Management Platform. 360 Games' new Software Management Platform will assist game developers carry out joint operation, exclusive agent, investment, and IP rights customization services for PC games. Using the 360 software management platform as a service hub, whether transitioning a domestic game into the international market or vice versa, 360 Games will help developers test and tune on the 360 software housekeeper platform. After the products meet the relevant standards, 360 games will choose an optimal releasing channel, and help the developers with promotion and operation. 360 Games will provide developers platforms and windows to reach the global markets.

After the four new policies, Xu Yiran announced an important crossover-thinking mode. He indicated that 360 Games needs to establish a cross-border, cross-platform, and cross-realm thinking, and create a brand new mode. Whether PCs, mobile phones, VRs, Live broadcast, and gaming, from hardware platforms and content platforms to publishing platforms, the best product is always capable of adapting to different platforms, crossing the national boundaries, and crossing the realms. For example, on the Steam platform, a number of products can also be ported to the PC, TV, and other platforms, and derivate into new game categories. Whether a developers or at distributors, should have such a perspective to create and pursue more globalized and borderless products.

This year, 360 Games is comprehensively upgrading from a distribution brand to a service-oriented platform to fully support game developers and help them achieve their dreams.

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SOURCE 360 Games