Heaven and Earth: the game of

Blizzard game design (game design chief) Rob · Paredes (Rob Pardo) and Chief Designer of the (game) (lead designer), Jeff · Cape (Jeff Kaplan) discusses the success of the fantasy game series of the long history, from the initial "orcs and humans" until recently, "" world of Warcraft "phenomenon".


Of: Tom Magrino, GameSpot 2009. .11. .25 18:20 (U.S. time). .


9. .5, .2, 9 9.. .5, .2, 9.9.9. .5, .2, 9. .0.


Warcraft series of games to see these scores, there is no doubt that Blizzard Entertainment has a release on behalf of the industry's most critically acclaimed games of the continuation of tradition. Blizzard's game series is undoubtedly the largest of its real-time strategy and massively multiplayer online role-playing game - "Warcraft" series, and this series in this month celebrates its 15th anniversary. .


Alliance and the Horde in the Warcraft: Orcs and humans (Warcraft: Orcs and Humans) in the first collision.


This game series with "World of Warcraft" has become a global phenomenon. Since 5 years ago this week release, the theme of this fantasy game has been defined - if not dominate, then - MMORPG game categories that form. Currently, the information in their second film based on the Blizzard announced last data, although "World of Warcraft," one of its largest markets of China, in trouble, but it's paying subscribers worldwide has reached 11.5 million. In China, "World of Warcraft" has become an inter-departmental bickering within the government center. .


NPD Group research institutions, industry, announced that the world of Warcraft "includes the expansion, to July 2009 in the United States out of a total of 859 million sets of retail. Indeed, the world of Warcraft "and its two long Uru are discharged into the NPD Group released the monthly PC game sales charts the top ten, and the NPD Group will also be the Lich King Fury" is listed as the first half of 2009, sales of the first runner-up of the game on the desktop. (Blizzard refused to reveal the world of Warcraft "," world of Warcraft: the Burning Crusade, and the world of Warcraft – Wrath of the Lich King's total sales volume).


In addition, the "Wrath of the Lich King" is still maintained in the history of the fastest-selling computer game record. Released in November 2008, after the game to market in the first 24 hours sold 2.8 million units worldwide. Of course, Blizzard's own record is refreshing, because previous record was held by "Burning Crusade" in January 2007 by a record 24-hour sold 2.4 million units. .


During the initial sale, "world of Warcraft" also received the highest members of 15 dollars a month. Blizzard also provides related games services of additional revenues, these services ranging from the role name of the recent introduction of in-game pet, and various other species. Overall, according to a recent dongshi Blizzard results, "world of Warcraft" make Development Studio as its parent company dongshi Blizzard's greatest source of income — more than 1 billion US dollars per month.


Inauspicious beginning. .


Rob · Paredes, Vice President of Blizzard game designs, does not anticipate this series of works in the first paragraph after the release can be expanded up so quickly.


Luo Bopa more. .


"When" Warcraft: Orcs and humans "release, I was working in the Interplay of products," said Pamela on GameSpot. "The Interplay that is responsible for the international publication. So I had the opportunity to play with it, it really is great because I have played the dunes Ⅱ ", so I think you see a fantastic background that game is really cool ... then I really didn't think ' Wow, ' becomes a top level of the game series of dreams. ”。.


Published in November 1994 of "Warcraft" the first bomb - "Warcraft - Orcs and Humans", has been criticized because of an imbalance - the latter stage, the game was completely flat and call Orc shaman too strong defender of the ability to rule. As the removal of poor people is always good for small town family, Warcraft series until next year, "Warcraft Ⅱ - Kuroshio" (Warcraft Ⅱ: Tides of Darkness) before the release of a big step. .


"I think it is, indeed," Warcraft "before open Ⅱ, important reason is the emergence of a number of people online network services," Pavel Kali more went on to say. "But it's also ironic that it and the command and conquer and was launched, so we saw the great (game), a new category in the command and conquer and Warcraft Ⅱ between both large outbreaks. I did see a real-time strategy game category future embodied in a lot of potential, Warcraft, of course, is a part of it. ”。.


GameSpot selected as the history of one of the greatest games, "Warcraft Ⅱ" brought well-debugged single player campaign, and full of memorable films over a large field and a character role ("Zug zug," "ready (Ready to serve)," "I can see my house here! (I can see my house from here)", etc.).。.


World to World of Warcraft (The World goes to Warcraft). .


"Warcraft Ⅱ" in 1996, has released a data tablet — beyond the Dark Portal (Beyond the Dark Portal), but until 2002 Blizzard is publishing its much-anticipated II "Warcraft Ⅲ — rule of chaos (Warcraft Ⅲ: Reign of Chaos). As GameSpot Award 2002 computer game "Warcraft Ⅲ" is this series by Pavel more responsible first works, many of my prior to Blizzard successful sci-fi real-time strategy game series with the theme of StarCraft available. . .


"Complete" StarCraft ", we are divided into two branches of development teams. One of the team then developed the "Warcraft Ⅲ", another team spent 2 and a half years of development of the game, until we are sure that it does not reach the Blizzard of quality. Since then, we began preparing for alternate project, it is at that time, (development) "world of Warcraft" ideas are beginning to emerge. ”。.


"In the development of" StarCraft "period, we were all hooked on playing" Ultima Online "(Ultima Online). Many of us think this is a fun game type. Is in the" Warcraft Ⅲ "during development , many of us began to play "the eternal mission" (EverQuest). It is also in EQ this time, we recognize that "Ultima Online" is not a chance of success, it will develop into a mature type game . We do see this game surprises in class, and I think we have the opportunity to take his place in one. ". .


Phra that once in the network of a Genesis tiejianglu surrounded by 30 weird image, he suddenly realizes that every image is represented by a real person at the controls, the feeling that he was impressed. Later, "eternal task" in the player build deeper links, make this feeling even more strongly, more. As a game designer, he really understand these feelings — in the early 2000s, he leads the everlasting task of one of the elite society "a relic of the iron and steel (Legacy of Steel)".


"That's some of the (network) games have a very regrettable that you have a very high-end players to reach the level of access to fun," Pardo continued. "But that fun is so fascinating, so we really feel that, hey, if we could this be extended to a wider group of players, it will be some wonderful things.". .


When more competent as Blizzard ?lvarez from the eternal task done in turn into the development of Warcraft Ⅲ, Blizzard · Chief Designer Jeff Kaplan to continue his Association. In 2002, he was deployed to support the initial development of the world of Warcraft ", he said," Warcraft "basis from real-time strategy series adapted more role-playing setting is not an easy job.


杰夫卡普兰. .


"This requires a huge transformation," Kaplan said. "You as a real-time strategy game has done a lot of things are different than a massively multiplayer online game. The background story about the game, see the original version of "Warcraft Ⅲ" at the end you will know, humans, orcs and the night elves are all together in the world tree defeated archimonde. This may not apply to massively multiplayer online game. We know you want to allow tribal and Union conflicting. So we had to reinstall the original manufacture between human and ORC runs through the cracks. ”。.


"Cope with the psychological development team is very difficult," he added. "We often feel things like that made the real-time strategy, but that for a massively multiplayer online games is not always right. For example, we intend to assign warlocks called 'death spiral' (Death Coil ) skills, we feel that this is indeed very suitable. in the "Warcraft Ⅲ", the only Death Coil is a Death Knight's proprietary skills, it can not only cause harm, but also for treatment.。 ”。.


However, just as, as explained Pardo, along with the challenges, there is a real-time strategy games such as background or lots of benefits. "As we in the 'Warcraft' series has been accumulated so much history, this" World of Warcraft "has brought a lot of developers do to help," he said. "We have all of these story lines and game world, and at least there are many ways in the early start developing maps and scenarios, we have had in the beginning of the basis for a lot of progress.". .


"(Vice President of creative development) Chris · El Hutson (Chris Metzen) is already in the Warcraft Ⅲ" and has done a great deal before underlay, so we can calmly discussing all the different areas, such as Stormwind or Lordaeron, "PATA number to continue. "In a way you can in the game. If you see the eastern Kingdom, you can see it than to do a more in-depth kalimuduo, which is confined to setting the background story. This is because the eastern Kingdom has three games plus expansion as a basis for production, which is scratch kalimuduo. ”。.


Of course, a massively multiplayer online role-playing game than a real-time strategy game cover more content. Different kind of scale is also reflected in the Blizzard of "World of Warcraft" set in the original plan, the plan shows you want to open in November 2004 the first version of the "World of Warcraft" contained in the content. In fact, according to Kaplan said, Blizzard first want to "World of Warcraft" when first released, including from the "Burning Crusade", "Wrath of the Lich King" until the "chaos" (Cataclysm) in many parts including, for example. .


The chaos of the earliest are not included in the Blizzard information sheet list.


"We do plan far beyond the actual situation," he said. "On the whole," chaos "in Outland (Outland), Northrend (Northrend), and a lot of ideas are all" World of Warcraft, "originally released as part of plan. We often encounter the node project management , need to plan what we really intend to where development, and our actual progress and we should do is to reach location. But let us move forward in part because the final (in the game development process), year after year planning project, and has a clear understanding of what we want to achieve. These practices allow us sailing ahead, and eventually reach the other side. ".


Outland and Northrend final as the Burning Crusade, and wrath of the Lich King "as part of the launch, and the chaos" is expected to be released sometime next year. Very strange, when Blizzard initially began to consider information when the chaos does not, in its programme.


"We developed the first complete version of the" World of Warcraft ", the piece of information on the development started," Kaplan said. "We do not just focus on hand immediately to do a piece of information. We said: 'We intend for this game a lot of information on the development of what film is it?' Because we all want to list all the ideas, This can gradually narrow and prioritize. Northrend on the outer domain and included in this list. "chaos" is a very interesting branch, because it is not our original piece of information part of the plan. It is suddenly from a lot of cool with the idea emerged in the middle of the development of evolved. ". .


According to Pavel many said, Blizzard's initial information sheet list as determined by the order and the actual publication. "In fact, when we publish" world of Warcraft ", was intended to first publish the wrath of the Lich King Uru," he said, was not the Outland and Northrend.


This unpredictability, coupled with heavy snow in the direction of flexibility development capacity, which is a "chaos" as a complete piece of information put into the development of the factors, he said. "When we released" World of Warcraft, "the time, it does not exist any" chaos "idea. We certainly have the intention to do wings of death, but" chaos "the whole idea is gradually clarifying the game plan in the next step which is generated in the process right. We can not predict in 5 years ago, it would be to destroy the world. ". .


According to Kaplan, "Warcraft" continual schedules, and Blizzard's endless creativity has guaranteed the "world of Warcraft" have for the future. "I fully believe that there are plenty of bright ideas to make the world of Warcraft" to the same with the Internet for a long time, "he said. "I mean, the world of Warcraft can span 1, 000 for so long. It is no exaggeration to say that you can at any time hold Chris · MUI CEN (Chris Metzen) sat down and said, ' Hey, Chris, we should do next? "and then after one hour, you can then ask the next question. The future of the world of Warcraft "only a time and resource constraints. ”。.


"World of Warcraft" will "and the Internet as long." .


Of course, the "world of Warcraft" always maintained means that Blizzard will soon be in its product series have two independent MMORPG game. In may, the Blizzard confirmed as the new part of the game series, there's a new MMORPG, "world of Warcraft" has enough different points, so the two does not pose a conflict. Pavel and Kaplan is believed that the company has from the world of Warcraft "learned a great deal of experience and lessons learned, you can enable this new MMORPG do better.


"In my view may be in the" World of Warcraft, "the biggest lesson is that all the different game systems that lead to your partner is not easy to play with the game," Pardo said. "These systems from the perspective of the game there are good reasons, but they do prevent people want to play with peers at the time to play with. And that is what we in the new MMO game has been in-depth consideration of the matter. This does not mean that we can solve this problem, but we do consider in this respect a lot. ". .


"The development of this new game many people development" world of Warcraft "," Kaplan said. "Therefore, whether in terms of technology, project management, there are a lot of experience in the initial release of the world of Warcraft" is full of talented people who know how to make a such as the "world of Warcraft game, how to set the game in a more stable platform. Of course, in a typical game design philosophy, there are still many difficulties, especially in understanding the player needs, as well as a variety of different types of players. ”。.


The next ten thousand years of "Warcraft." .


As the "Monster" brand now firmly embedded in the MMORPG, some of the series of long-term fans began to wonder if it will go back to the foundation of real-time strategy. However, in accordance with PA lot said, Blizzard has no intention of "Warcraft" locked in MMORPG's categories.


"We own all game series has a very different view," Pado said. "For 'WoW', we have begun to try to go beyond, like returning to the" World of Warcraft Adventure "(Warcraft Adventures) days. I think it is in that period of time before we started these as intellectual property rights. They are the whole world, they are brand, in this sense, they are not limited to a game or even a game category. If there are an infinite number of Blizzard development team, I think 'WoW', 'Star' and 'dark Black 'to support all the different game types. ". .


1998 was announced the cancellation of the Warcraft Adventures ".


Pado also believe that, just as soon have a variety of Blizzard MMORPG game, it will not risk the same time real-time strategy release products, such as "StarCraft Ⅱ" and "Warcraft Ⅳ" - if indeed This continued for a development of the plan say. Secret is to make sections of the game there is enough difference between to create different gaming experience. .


"When we started developing the Warcraft Ⅲ", we have strategically represents a major departure from the us before doing anything, "he said. "We want to try to make a paragraph with some role playing game like real-time strategy game, one of the more dependent on the micro-management (micromanagement) instead of a macro-management (macromanagement) game, a greater focus on fewer units number game. . . ".


"This is not because we think that the" Warcraft Ⅲ "wrong," he added. "But we are out of the traditional categories of real-time strategy game, almost into the games subcategories, at least in the Blizzard internal. If we decide to do a one day back in the game, for example, a "Warcraft Ⅳ", I guess we are likely to return to the Warcraft Ⅲ "way, or more design lineage hero, instead continue along with the StarCraft Ⅱ" direction. ”。.


Pardo explains, "Warcraft Ⅳ" has not been put into the development of reason, that is the time, resources and the implementation of the passion. "Well, when the" StarCraft Ⅱ ", after the team completed the development, if they decide to make (which shall be canceled Action products)," StarCraft - Ghost "(Starcraft: Ghost). We are likely to support the idea, "he said. "If they decide they want to" Warcraft Ⅳ ", we will support. Make new games? That is very good ah.". .


In addition, many say "wow" or even is not only capable of real-time strategy and massively multiplayer online role play these two games category, he said that they always consider this series for new development. He also stressed that Blizzard will "Warcraft" series into ten thousand years ahead on the timeline, with an open mind for the player in any of the different versions of yourself.


Lich King has been the upcoming Warcraft movie as a possible star. .


"If we would do the world of Warcraft Ⅱ", "Warcraft" Ⅳ or, I don't know, maybe the monster legend "(Warcraft Legends), regardless of what we are doing what we are interested in all things," he said. "The same, if there is a good idea, I am sure everybody will jump around that idea. For example, we decided to do a, um, such as the Dragon "(Dragon Age) and the quality effect" (Mass Effect)-style role playing game, but we want to tell a Medivh (Medivh) the times story. . Regardless of the accuracy of my example, in the final analysis also to 'really cool idea'. We need it to achieve genuine passion team. . ".


For Pavel more personally, around "Warcraft Ⅱ: beyond the Dark Portal of what happened in" Warcraft "series is in the process of extending our special attention. "If you think that surround the ' Wow ' series of the creative moment, it certainly is" Warcraft Ⅱ: beyond the Dark Portal "release, right?" he said. "Since then, the ' monster ' of the world and other fantasy world with greater distinction, at that time, two worlds collided because it was from then on, we began a process of ' Wow '. So I think it is really an interesting time. . I think that really is a very interesting time, but this time there are many. . ".


Regardless of the ' Wow ' series will go, the future of tenure of the light. For the month of July 2009, Blizzard announced that it would put the ' Wow ' series of the screen above, they signed the Spider-man "hellmer · la · Sam (Sam Raimi helmer) directing that the Salvation Army's screenwriter Robert Ryan · Roda-writing screenplays. Despite the film's details are not disclosed, but rumors that movies will work with the world of Warcraft "information sheet of the Lich King's law stances. · Description of Arthas Menethil (Arthas Menethil) Chronicle of life and that he, as crazy as the other half of the Lich King and widely known.


Of course, the "World of Warcraft" will also be welcome at some point their flash point. .


"If we in the previous five years are not doing the work of the ' Wow ', that is the worst. Because it means that we made a horrible mistake, or we did not achieve their goals, "Kaplan said. "I hope we have in the next 5 years or 10 years after this conversation. ”。.


Source: http://www. . Gamespot. .com/news/6241378. . Html? Tag = latestheadlines; title; 6 major companies in the 2nd quarter 2008 earnings release before, whether investors or practitioners, we are concerned about May 12 in the strong earthquake in Wenchuan to the whole the impact of the industry. Earthquake not only took away nearly 10 million people their lives, but also to the whole of China has had a strong impact and shock.。 In 19-21 may, the cessation of the whole industry for three days, to express their condolences and memories about the dead. In this case, the second-quarter earnings to better reflect the industry and the integration of people's daily lives.


In Q2, we experienced another major event in the Beijing Olympic Games torch relay around the world grand. Gaming industry, which naturally made a positive response. .


This article in accordance with the published data on NetEase, giant, Grand, perfect, ninetowns, Sohu, Tencent NET Dragon, and Jinshan this 9 home games involving networks of companies in the business quarter of performance and comparative analysis to show the whole industry of continuous development.


This article listed companies based on unaudited financial statements, the paper contains all the data and information came from open sources. Text content only. .


Directory.


Concept. .


I. Q2 2008 net income online gaming service.


2, 2008, total net revenue in Q2. .


Third, Q2 2008 online game service and total cost of revenue.


4, Q2 2008, online game services gross profit and total gross margin. .


Fifth, Q2 2008 operating various cost components.


6, 2008 Q2 operating profit. .


7.2008 Q2 net profit.


8, 2008 Q2 profit comparison. .


9.2008 ended June 30, compared to cash and cash equivalents.


10, concluded. .


Concept.


Net income: Total income minus business tax as part of net income after. .


Revenue cost: enterprises gain income in the fixed cost, including the copyright fee, servers, bandwidth expenses, pay and benefits and the depreciation of fixed assets, etc..


Gross profit: net income, after subtracting the cost of some revenue as gross profit. .


Operational costs: enterprises in order to continuously expand their competitive advantage and cost of inputs, usually referred to as operating expenses from sales and marketing, product development and management costs, etc..


Operating profit: Gross profit minus operating expenses as part of operating profit after. .


Net profit: operating profit and profit from other sources, part of the deduction of income tax, called after the net profit.


Margin: the ratio of net profit as margins. .


Link growth: compared with the quarter is known as the ring than the rate of growth.


Year growth rate: growth rate compared to last year as year on year growth. .


I. Q2 2008 net income online gaming service.


Shanda online game service this quarter, net income reached a breakthrough 800 000 000 8. .026 Billion, continues to stay ahead, but lead has narrowed, the leading third giant ranges from 61 last quarter. .08% To 59. .47%. The second NetEase 7. .282 Billion in net income in the online gaming service, 1. .332 Billion in business tax from the tax rebate, if removing the factors, Netease's game business real income of 5. .950 Billion, behind the big increase from the previous quarter's 36. .44% To 34. .89%.。.


Following the last quarter of net long chain negative growth of revenue in this quarter there was a substantial further decline. Jinshan also appeared at the same time than the negative growth in the ring. It is noteworthy that the size of the two companies is the smallest of the nine listed companies, in addition to operating capacity and product line differences, perhaps showing some degree of Matthew. .






Grand casual game this quarter net revenue in the General online gaming service net revenue share from the quarter of .39% 15. dropped to 13. .39%, growth-7. .80%, showing a strong influence by season. In contrast to maintain growth ring MMORPG 8. .47% on its user base and casual game of the major differences between on the one hand, and instructions for users of MMORPG strong cohesive properties.


This quarter Ninetowns 3 game props charges (Note 01) Total net income for the quarter rose -17 ring. .93% Quarterly revenue of 38 million yuan or even less than the 4th quarter of 2007, 39.4 million yuan; of the total online gaming service ratio of net income to 8. .36%, 4th quarter of 2007 9. .23% Decrease compared to 0. .87%. It Ninetowns filing shows a wide margin in the last quarter, growth (last quarter, up 16 chain. .92%), The item-game sharp chain mainly due to negative growth, "Sword of Excellence," the decrease in revenue .。 "World of Warcraft" (02) steady growth this quarter, the expansion of the successful launch of the Burning Crusade and operational success. But it is difficult to get rid of the "world of Warcraft ninetowns" home alone, and Blizzard renewal negotiations in the world of Warcraft "inevitably brought great pressure.


Long under the net earnings, this quarter while the average for all games online total 355 000 people, from the previous quarter's 313 000 people has increased, but income has a relatively significant decline in the previous quarter. Long quarter net new "Magic Online" (note 03) included in income, on average 2,000 people online at the same time, quarterly revenue of 413,000 yuan. .


Under this item, in spite of the influence of 512 Sichuan earthquake, but for most of the company's business, its impact is limited, the network game overall business remained with the development of the Internet and make steady progress.


This item rating: Shanda, NetEase, Giant, Ninetowns, Tencent, Sohu, perfect, net long, Jinshan. .


Note: 01.


"Happy Journey to the West", "Miracle World" and "Sword of Excellence." "Fierce fighting" in the March 17, 2008 outage; "Sword of Excellence," October 31, 2007 beta. .


Note: 02.


2005. .04. .29 Beta. .


.06 .09.2007. "the Burning Crusade" on the line.


2008. .04. .14 "Wrath of the Lich King" renewal. .


2009. .06 contract expiration.


Note 03:. .


2007. .12. .06 first public beta.


2008. .03. .30 Black Dragon Test. .


2008. .05. .30 archangels test.


2008. .07. .30 Dragon test. .


This quarter's growth Artesyn ring 15. putting, but .56% compared with the previous quarter 38. .91% decline significantly. Second quarter, Tencent launched on the market of the game have the QQ free fantasy "(Note 04)," QQ "flying Island (Note 05)," QQ Xuanwu (Note 06), the underground city and warriors "(Note 07)," crossing the line (Note 08) 5, although a large number of products, but the intensity of quarterly growth is not as large as predicted.


Sohu quarter 1152. .18% Of the year on year growth rate is still very alarming, in order to reflect the comparison of growth rates of other companies, so it removed the chart on a value. After nearly a year of rapid growth, "Tian Long Ba Bu" (Note 09) entered the mature stage of chain growth in this quarter from last quarter's 63. .67% To 14 significantly. .50%. .


Perfect link growth this quarter by quarter 14. .90% to 13% .19. taking into account the effects of the earthquake, the actual reach will be around more than growth rates higher on perfect is use their excellent operational capability extends the two-digit growth momentum. This quarter, only the Pocket perfect journey to (note 10) game to enter the market, according to reports released by the average number of simultaneous online and the number of active billing the user for the current quarter compared with the previous quarter reduced 6. .20 per cent and 10. . .


NetEase name ring this quarter than in the growth rate of 31%, but the .18. mainly because it contains a 1. .332 billion tax rebates. Excluding this effect, the real cycle than the growth rate of NetEase is 7. .19 per cent. Considering that the old game of general growth this quarter new market the world II (note 14) and the magic rifle regiment (note 15) two games for revenue contributions are relatively limited.


According to statistics, a grand total of this quarter, "the new age of heroes" (Note 16), "Super Ping Pong" (Note 17), "Dragon Legend" (18), "Heaven" (19), "pushing and Chivalry" ( 20), "Millennium 3" (21), "Dead or Alive Online" (note 22), "Ghost Blows Out the rumor" (23) and other eight titles on the market, but the chain growth rate of 10 from the previous quarter. .02% To the quarter 5. .97%, Indicating that new game has not been satisfactory effect on the market. .


In the second quarter of the giants of the game of the Giants "(Note 24) accounted for the entire quarter of revenue growth, but the ring than in the previous quarter's 8. .44% to 7%, whereas the .04. from the average fiscal report published online at the same time, this quarter than last quarter increase 7 000 000. This results in addition to that the giant has not yet been authorized access to the market, but also the journey may also have started to show signs of a recession.


Ninetowns the "World of Warcraft" Although the quarter increased by only 1%, but the quarter rose 6. .09%, Constant upgrades and operational activities has played a strong role. So even though the game down props serious charges, but overall still get 3. .56% Of the chain growth. Nevertheless, in the "World of Warcraft - Wrath of the Lich King" before launch, Ninetowns growth cause for concern. .


NET Dragon is Chinshan and a substantial decline, the impact of the earthquake and season, its overall size and operational competence gap shows quite clearly.


NetDragon growth even in the same period last year both down, indicating that the business has encountered a bigger problem. Comparison of slow growth over the same period last year, Jinshan, business stagnation. NetEase in the name of growth rates for the 58. .48%, Excluding sales tax refund if the factors, the growth rates for the 29. .49%. Compared the same period last year, Ninetowns with "World of Warcraft - Burning Crusade" expansion pack was a great success. Sohu and perfect in the year's growth is still amazing. .


This ranking:.


Chain growth rate: NetEase (↑ 3), Tencent, Sohu (↓ 2), perfect (↓ 1), Giant (↑ 1), Shanda (↓ 1), Ninetowns (↑ 1), Jinshan (↓ 1), net Long. .


Year-over-year growth rate: Sohu, perfect, ninetowns, NetEase (+ 4), the Grand (+ 1), giant (+ 1), mountain (↓ 2), the net Dragon (class 4) (lack of Tencent data).


Note 04:. .


2008. .03 .04...


Note 05:. .


2008. .04. .16 closed beta test.


2008. .06. .23 Does not delete files closed beta. .


Note:. 06.


2008. .04. .21 Does not delete files closed beta. .


2008. .22 .05...


Note 07:. .


2008. .04. .25 beta.


2008. .05. .28 Closed beta. .


.06 .19 2008....


Note 08:. .


2008. .04. .28 open beta.


Note 09:. .


2007. .05. .09..


2007. .08. .15 Immortal guiding. .


2007. quasi official version .11. .01.


2008. .01. New Year new version .16. .


2008. .07. .03 God of war version.


Note 10:. .


2008. .05. .15 feitian beta.


2008. .06. .26 Flying closed beta. .


Note 11:.


2007. .05. .28 Beta. .


2007. .09. taking account of the three territories .18.


2007. .11. .06 Unparalleled battlefield. .


2008. .04. .01 reigns.


2008. .05. .28 6 transmigration. .


Note 12:.


2008. .01. .08 Closed beta. .


2008. beta .01. .25.


2008. .02. .28 New beta. .


2008. .05. .22 bazhe continent.


Note 13:. .


2007.01. .10 Beta.


2007. .11. .22 Anniversary special edition. .


2008. .05. .12 tiannu Apostles.


Note 14:. .


2008. .04. .15 Beta.


Note 15:. .


2008. .03. .24 technology in beta.


2008. .05. .04 Elite closed beta. .


2008. .06. .06 not shandang beta.


Note 16:. .


2008. .07 .03...


2008. .06. .06 Beta. .


Note 17:.


2008. .03. .28 Closed beta. .


2008. .05. .16 closed testing.


Note 18:. .


.04 .02 2008.. beta test.


2008. .05. .09 Pick on closed beta. .


2008. .06. .27 beta.


Note 19:. .


2008. .04. .14 beta.


Note 20:. .


2008. .04. .25 open test.


Note 21:. .


2008. the official beta .05 .05...


Note 22:. .


2008. .05. .15 beta test.


Note 23:. .


2008. .06. .18 down bucket beta test.


Note 24:. .


2008. .28 .03...


2, 2008, total net revenue in Q2. .










Total net revenue, Tencent, Sohu and NetEase's growth. Tencent quarterly revenues of nearly 16 million, growth 11. .64, continue to maintain double-digit growth. Which advertising growth .08% 54., wireless value-added and other business growth, 17. games .34 per cent growth 15. .56%, including the QQ member, Internet and other value-added services decline 3. .72%. From net income constitute, Tencent in Internet applications behave relatively balanced, including advertising and gaming business is undoubtedly the most Tencent future development potential of the two businesses.


Olympic marketing as a result of this quarter on Aug. 8 Beijing Olympics, held near the date of increasingly high, Sohu and NetEase's advertising revenue grew rapidly, up 22 the previous quarter respectively. .17% And 34. .70%. NetEase, after excluding sales tax rebate factors increase the total net income of 11 chain. .68%. .


The total net revenue gold ring appears weak negative growth shows signs of stagnation in the overall business.


This item rating: Tencent, NetEase (↑ 1), Shanda (↓ 1), Sohu, giant, Ninetowns, perfect, Jinshan (↑ 1), net long (↓ 1). .


Third, Q2 2008 online game service and total cost of revenue.




Concern is grand in costs, decreased: although the second quarter of eight games, but he explains the decline in the cost of self-developed game has risen, on the other hand shows no significant growth in the size-line, combined with its active paying accounts This reduction, more proof of that. .


Tencent and Jinshan in earnings is not disaggregated revenue costs, but provides only the cost of the total revenue.


This item ranking (from low to high):. .


Online game service revenue cost: NET Dragon, Sohu, NetEase, perfect, giant, Grand (+ 1), ninetowns (↓ 1).


Total cost of revenues: Net Long, Jinshan, perfect, Giant, NetEase, Sohu, grand (↑ 1), Ninetowns (↓ 1), Tencent. .


Fourth, Q2 2008 online game service gross profit and gross margin.








Online game services gross profit included a sales tax refund. .332 Billion to help account for the contrast NetEase top. Sohu With the rapid growth continued after the following beyond Ninetowns advance, more than perfect. Ninetowns smaller growth rate, while the net long chain and the same year in the aspect of negative growth. .


As a result of Sohu online games service gross margin year-over-year growth rate of the figures is too abrupt, in order to be able to in the chart more clearly reflects the growth of other enterprises, in the online gaming service gross profit growth chart removed Sohu growth illustration.


Sohu in the ring than the growth rate and year on year growth rate of the two items are outstanding performance. Compared with the first quarter, Tencent growth declined. NetEase is still in the growth performance of the sales tax rebate due to the impact of huge. .


This ranking:.


Online game services gross margin: NetEase (↑ 1), Shanda (↓ 1), giant, Sohu (↑ 1), perfect (↓ 1), Ninetowns, net long. .


Total gross profit: Tencent, NetEase (+ 1), the Grand (↓ 1), Sohu, giant, perfect, ninetowns, Jinshan (+ 1), the net Dragon (class 1).


Online game services gross profit year on year growth rate: Sohu, perfect, Ninetowns, Shanda (↑ 1), NetEase (↑ 2), a giant network of Dragon (↓ 3). .


Total gross margin year-over-year growth rate: Sohu (+ 1), perfect (↓ 1), Tencent, ninetowns (+ 1), NetEase (+ 4), the Grand (+ 1), giant (+ 1), mountain (↓ 4), the net Dragon (class 3).


5, Q2 2008, the fee structure operating. .








All enterprises in the current quarter market inputs have increased substantially, in particular the Sohu, showed that the Olympic Games, while the second quarter, the seriousness and two small holiday may have some impact. The giant company this quarter market investment of more than 80 million Yuan, the focus for the promotion of the Giants. While Jinshan this quarter for the fengshenbang Ⅱ (note 25), the counter-terrorism action (26), the Swordsman (note 27) 3 game market than quarter growth almost doubled to more than 40 million Yuan.


Shanda's management costs continue to grow more than Ninetowns more than 2 times, should be the platform for its multi-product line strategy for the inevitable result. Sohu's products have greater R & D expenditures in the quarter down, should be on the quarter, "Tian Long Ba Bu" development team causes a significant reduction in incentives. Compared with the previous quarter, giant, perfect, Jinshan, NetEase's R & D expenses have increased considerably. .


Tencent in earnings in the management and product development costs into General and administrative costs, there is no way to know that two specific figures.


Note 25:. .


2008. the ultimate inner .04. .03.


2008. .04. .29 Open test. .


2008. .30 .05...


Note 26:. .


2008. .04. .22 the closed beta test.


Note 27:. .


2008. the second measure .04. .28.


2008. .06. .06 Open test. .


















According to the operational costs of the nine companies fall into three categories: pay attention to the marketing of the Giants, perfect and Sohu; Deputy Grand Master of the game, ninetowns; balanced distribution of NetEase, net Dragon, Tencent, kingsoft. This is a different strategy for companies who wish to choose, rather than natural formation.


This item ranking (from low to high):. .


Sales and marketing costs: ninetowns (+ 1), the net Dragon (class 1), Jinshan, NetEase, perfect (+ 1), the Grand (↓ 1), Sohu, Tencent, a giant.


Management fee: Jinshan (↑ 1), perfect (↓ 1), Giant (↑ 1), Sohu (↑ 2), net long (↓ 2), Netease (↓ 1), Ninetowns, grand. .


Product research and development costs: ninetowns (+ 1), the net Dragon (+ 1), giant (↓ 2), perfect, Jinshan, Sohu NetEase, Grand,.


Total operating expenses: Jinshan (↑ 1), net long (↓ 1), Ninetowns, giant, perfect, Netease, Sohu (↑ 1), Shanda (↓ 1), Tencent. .


VI. Q2 2008 operating profit.




NetEase sales tax rebate due to the factors were higher operating profit chain growth, Sohu's operating profit growth rings more than significant. .


Year-over-year growth rate of the most compelling aspect, Sohu, showing the game business as new profit growth point for the old Portal what would be the miracle. Other perfect, ninetowns and Tencent exceed 100%.


Net operating profit in the same dragon is up aspects of the chain and a larger negative growth. Jinshan appeared in the chain of negative growth. .


Operating profit ranking: Tencent, NetEase (+ 1), the Grand (↓ 1), giant, Sohu, perfect, ninetowns, Jinshan (+ 1), the net Dragon (class 1).


7, Q2 2008 net profit. .




Grand negative growth year-over-year mainly due to the same period last year the sale of Sina stock profits. Striking growth and NetEase was mainly because of the huge tax rebates for the quarter. In addition, Sohu has continued to maintain high growth; a quarter of Tencent also greater growth. This quarterly net Dragon, Jinshan, Shanda has shown a net profit of ring NET Dragon than negative growth, but also in terms of year-on-ring and a significant drop.


Net Position: Tencent, NetEase (↑ 2), Giant (↓ 1), Shanda (↓ 1), Sohu (↑ 1), perfect (↓ 1), Ninetowns, Jinshan (↑ 1), net long (↓ 1 ). .


8.2008 Q2 profit comparison.








Tencent's gross margin and operating margin in the quarter with significant growth in advertising revenue declined, due to advertising gross margin and lower operating margins than the causes. Grand high net profit margin last year from the sale of SINA shares in the profits. .


Operating profit and net Dragon in the net profit margin of the significant decline in surprising displays the input-output ratio of serious decline.


This item rating:. .


The online game of the gross profit margin: Sohu, NetEase (+ 1), the net Dragon (class 1), giant, perfect, Grand, ninetowns.


Net profit margin: Giant, NetEase (↑ 1), perfect (↓ 1), Tencent (↑ 1), Sohu (↑ 3), Shanda, net long (↓ 3), Jinshan (↓ 1), Ninetowns. .


9, June 30, 2008 compared to cash and cash equivalents.


Giant Cash and cash equivalents for the quarter was mainly due to the sharp decline in the second quarter of 2008, issued previously declared dividend, worth 81.4 million U.S. dollars. At the same time there is a giant up to 38. .954 Billion in short-term investments, it is estimated to be more than 3 months of time deposits, rather than specific investment. .


Perfect cash and cash equivalents decreased mainly comes from the company to purchase new Office payment for structured deposits investment, as well as the remains of the Chengdu Yi Hai digital entertainment co., Ltd. to invest the cash outflows for the online games business and overseas licensing proceeds cash income, offset in part by the reasons of cash and cash equivalents decreased.


Ninetowns this quarter and nearly 6. .44 Billion, more than 3 months of time deposits are counted as short-term investments. .


The decline in net Dragon is because the payment of dividends and share repurchases, total consumption 3. .938 billion cash flow.


This item rating: NetEase (↑ 1), Shanda (↑ 2), Tencent, giant (↓ 3), Sohu (↑ 3), Ninetowns (↓ 1), perfect (↓ 1), net long (↓ 1), Jinshan. .


X. summary.


This quarter, the changes most concern is the net long and the Gold Mountain in the decline and stagnation in business trends. As the current Chinese online game industry in comparison with the large companies count a long tour and the CDC have as many as 11, they differentiate between growth and decline of the industry will inevitably become the main trend for some time. Performance from the second quarter, we seem to see the strong stronger and the weak weaker Matthew's show. .


In the company strategy, grand strategy adheres to the platform and the giant, ninetowns represents a so-called "boutique" strategy seems to be experiencing a bottleneck. This is Tencent, Sohu's comprehensive Internet companies involved in the game after the operation takes much, both ways. Especially in the second quarter shows that the Olympic Games brings Internet advertising Summit drive, Sohu, NetEase and Tencent's growth. On the contrary, a purely online gaming enterprises, have been unable to make your own user resources translate into advertising revenue.


In the second quarter to the Wenchuan earthquake game industry had some impact, but earnings report we can see that, after years of growing gaming industry already has a resist definitely risks, which can be caused by the earthquake impact to a minimum within. .


From cash flow, the expected industry does not occur on a large scale mergers and acquisitions.


(End). .

In the first quarter of 2008, while the South suffers a massive high-intensity of rain and snow freeze disaster, but the Chinese online gaming industry continues to keep the overall growth trend, from the company's earnings are not found in the rain and snow on the obvious from disasters. However, in the industry as a whole growing companies are under a different business trend. This article in accordance with the published data on NetEase, giant, Grand, perfect, ninetowns, Sohu, Tencent NET Dragon, and Jinshan this 9 home games involving networks of companies in the business quarter of performance and comparative analysis to show the whole industry of continuous development.


This article listed companies based on unaudited financial statements, the paper contains all the data and information came from open sources. Text content only. .


Directory.


Concept. .


First, the Q1 2008 net income online gaming service.


2, 1st Quarter of 2008 the total net income. .


Third, the Q1 2008 online game service and total cost of revenue.


4, 1st Quarter 2008 Online game services gross profit and total gross margin. .


5. Q1 2008 constitute operating expenses.


6, Q1 2008 operating profit. .


VII. Q1 2008 net profit.


8, 2008 1 quarter profit compared. .


9, 2008 31 March comparison of cash and cash equivalents.


10, concluded. .


Concept.


Net income: Total income minus business tax as part of net income after. .


Revenue cost: enterprises gain income in the fixed cost, including the copyright fee, servers, bandwidth expenses, pay and benefits and the depreciation of fixed assets, etc..


Gross profit: net income, after subtracting the cost of some revenue as gross profit. .


Operational costs: enterprises in order to continuously expand their competitive advantage and cost of inputs, usually referred to as operating expenses from sales and marketing, product development and management costs, etc..


Operating profit: Gross profit minus operating expenses as part of operating profit after. .


Net profit: operating profit and profit from other sources, part of the deduction of income tax, called after the net profit.


Margin: the ratio of net profit as margins. .


Link growth: compared with the quarter is known as the ring than the rate of growth.


Year growth rate: growth rate compared to last year as year on year growth. .


First, the Q1 2008 net income online gaming service.


Shanda RMB 7. .574 Billion quarterly net income of online game services to maintain a strong lead in the situation, beyond the second Netease 36. .44%, Exceeding the third giant 61. .08%, Followed by Ninetowns, Tencent, Sohu (↑ 2), perfect (↓ 1), net long (↓ 1), Jinshan. Online game service this quarter net income, the NetEase has made a big increase, narrowing the gap with the grand. The particular concern is the Sohu and Tencent, each have received a much higher than the industry average growth, showing strong growth. In particular, Sohu, up 2 this quarter, more than the perfect and the net long.。.




Quarterly net income growth of casual games to 1. .166 Billion, net income in the total online gaming service, the share increased to 15. .39% (Previous quarter 12. .46%). Sequential growth of casual games 35. .90%, Much higher than the MMORPG 6. .34%; But its 28. Growth rate of .13% of the year was lower than 54 MMORPG. .78%. This phenomenon grand casual games in the proportion of the overall performance fell, the other shows a quarter of the season could be casual games. .


Due to the excellent sword first contribution of quarterly earnings, ninetowns 3 game props charges (note 11) of the total net income for the quarter compared with growth ring 16. .92 per cent of all online game service net income ratio increased to 10. .55 percent, but still show a game situation of supporting companies. According to the financial data, the great sword monthly net revenue shall be not more than 6 million. At the same time, the "world of Warcraft" ring than growth of only 1%.


Net long in the quarter included "The Warlords Online" net income of 11 million yuan, the average line 9000, the average monthly net income of 3.7 million yuan. Can see that "The Warlords Online" users pay ratio and ARPU value is relatively higher. .


This ranking: Grand, NetEase, giant, Sohu, Tencent, ninetowns (+ 2), perfect (↓ 1), the net Dragon (class 1), the mountain.


Note 01: "Happy Journey to the West", "Miracle World" and "Sword of Excellence." "Fierce fighting" in the March 17, 2008 outage; "Sword of Excellence," October 31, 2007 beta. .


As a result of Sohu 2432. .78% year-over-year growth rate is too abrupt, in order to be able to reflect the growth in comparison to other companies, and therefore in this chart, this numerical value. Sohu "Chronicles" (02) launched seven months after the continued rapid growth, although no new version, but the ring than the growth rate reached 63. .67 per cent, although lower than last quarter .77% 88., but far more than other companies. You can tell from the year-on-year growth of the Chronicles of single game quarter net income exceeded $ 2. .5, average monthly net income of more than 80 million Yuan, with an average high of more than 270 million net income.


Chain growth, in addition to very compelling Sohu Tencent than 38. .91% Figure will be far throw off other companies. 1st quarter of 2008, Tencent were "QQ Speed" (Note 03), "crossing the line of fire" (Note 04) These two games on the market, as the latter began testing in the quarter, quarterly revenue contribution should not Therefore, its high growth rate mainly from the chain "QQ Speed", the success and continued growth of the original game, 22 from the previous quarter. .21% Of the ring than the rate of growth, "QQ Speed" single paragraph contributed by the growth of the game at 16. .。.


Perfect 14 is still maintained. .90% Higher than the rate of growth rings, but the previous quarter's 16. .62% Decline may be a sign of its maturity by the emerging trend. Perfect for the quarter also has "Red Cliff" (Note 05), "Dance Party" (Note 06) two games into the market, the chain growth rate of contrast, in the performance of these two new games should not meet expectations. ACU released its figures for the quarter increased sequentially to about 36,000. .


This quarter NetEase won 13. .24 per cent higher than the growth rate of the Central, more than quarter of 8. .16% greater growth. May indicate the journey 3 (Note 07) increased compared with the previous quarter. Back to melt down of NetEase's first free games the world II (Note 08) this quarter began to respond to the Beta Technology quarterly revenue with minimal impact. By the year-on-year growth projections, the journey to the 3 quarter net income of $ 5000 in may fluctuate.


Shanda and giant chain growth rates of 10. .02% And 8. .44%, Indicating that the two companies this quarter, the lack of significant revenue growth. According to statistics, a grand total of the quarter "super 跑跑" (Note 09), the "new age of heroes" (Note 10), "Super Ping Pong" (Note 11) three games on the market, with the last quarter of 8. .63% Growth rate compared to the chain, which brings together three games about 1% growth in the amount equivalent to about 700 million, taking into account the "new age of heroes" and "super ping pong" test until the end of the quarter The figure mainly as a "super 跑跑" result..33 per ring. ' than growth rates compared to the Giants in the beta stage of the growth rate of about 1%, amounting to $ 450 million, after the open beta will be reflected in the performance of the 2 quarter. According to its published ACU digital, this quarter than last quarter increased 34000..


The remaining three companies of Gold, Ninetowns, and net growth rate of long chain's performance in general, including net long negative growth, showing ability in operating and corporate platform and strategy differences. .


Year-over-year growth rates, we continue to see Sohu the Chronicles of great success, already promote Sohu online games net income beyond perfect. Also see perfect in the significant growth in 2007, bringing its own beyond the net Dragon and Jinshan both history longer game companies. Ninetowns, net Dragon, Jinshan, Grand, giant, represents the industry average growth, ninetowns growth is mainly attributable to the world of Warcraft Burning Crusade "," "the expansion of the successful. Compared with the same period last year, NetEase's growth rate significantly lower than the industry average, in 2007 the year of the operation is not very smooth.


This item rating:. .


Link growth rate: Sohu, Tencent (+ 1), perfect (+ 1), NetEase (+ 3), the Grand (+ 1), giant (+ 2), Jinshan (↓ 2), ninetowns (↓ 6), the net Dragon.


Year growth rate: Sohu, perfect, Ninetowns (↑ 4), net long (↓ 1), Jinshan (↓ 1), grand, giant (↓ 2), NetEase (lack Tencent data). .


Note: 02.


2007. .05. .09 Beta. .


2007. .08. .15 pawn.


2007. .11. .01 Quasi-official version. .


2008. new version of .01. .16 lunar new year.


Note 03:. .


.09 .01 2008.... shandang not beta


2008. .01. .23 Beta. .


Note: 04.


2008. .03. .26 Does not delete files closed beta. .


Note: 05.


2008. .01. .08 Closed beta. .


2008. beta .01. .25.


2008. .02. .28 New beta. .


Note:. 06.


2008. .03. .12 Tide burst closed beta. .


2008. .03. .31 dance Pro Beta.


Note 07:. .


2007. .08. .15 open beta.


Note 08:. .


2008. .03. .24 technology in beta.


Note 09:. .


2008. beta .01. .18.


Note 10:. .


2008. .07 .03...


Note 11:. .


2008. .03. .28 in beta.


Note 12:. .


2008. .28 .03...


2, 1st Quarter of 2008 the total net income. .






And the last quarter of the 82.% .22 NetEase game business in total net income for the quarter of the further increased to 86. .13%, and other business stagnation almost marks the beginning of one of the three major portal has been fully translated into game companies. Sohu-quarter games business accounted for 36. .68% this quarter significantly increased to 48. has exceeded .28% advertising revenue has become the first big Sohu revenue. Tencent games business net income in the quarter, the proportion of the total net income by quarter of small 25. .10% rose to 27. .31%, the growth of the game business than to other business. . .05% Declined slightly to 68. .70%. .


Net income by quarter of the total of the data we see Tencent by virtue of its unique strengths in all areas of the Internet's rapid expansion. A detailed analysis, its advertising business link growth-9. .46 percent, a wireless value-added services and other ring than .25% 36. growth, online games business cycles than 38. .91% growth, other Internet value-added services ring 30. growth, remove ads .26% due to low season factors business of negative growth, other operations are maintained for more than 30 percent growth rate. In the overall business has a very large scale, is also able to maintain a more substantial growth of leading, which is extremely impressive.


This item rating: Tencent, Shanda, Netease, Sohu, giant, Ninetowns, perfect, net long, Jinshan. .


Third, the Q1 2008 online game service and total cost of revenue.



Consists mainly of license revenue and cost sharing, servers and bandwidth, the daily wages and other benefits and depreciation of fixed assets. Giants in the interpretation of their revenue chain lower cost reasons that "because of our dealers late last year, a significant increase in the prepaid card stock, so the fourth quarter of 2007 with a one-time sales tax increase, compared to the Quarterly sales tax fell 6.7 million yuan, becoming the main core business to reduce costs. "But the cost in revenue does not include sales tax should be the content of financial statements in accordance with the mode of other companies, the total revenue - sales tax = net income - revenue cost = gross profit. Perhaps the giant is calculated is different from other companies.。.


Perfect revenue cost of the basic flat with the previous quarter, taking into account their two games this quarter added, but the total number of people online is still the original server within the carrying capacity. .


Other companies in the online gaming services revenue to grow its revenue cost is proportional. But net Dragon is an exception, compared with the previous quarter, online game services revenues rising costs, revenue has declined.


Has listed nine major online game business accounts for the proportion of Chinese Internet companies, only a grand and Ninetowns game is mainly the introduction of foreign agents, and the remaining 7 companies are independent R & D to win. Introduction and independent R & D in the cost comparison may be able to explain some of the problems. .


Tencent and Jinshan in earnings is not disaggregated revenue costs, but provides only the cost of the total revenue.


This item ranking (from low to high):. .


Online game service revenue cost: NET Dragon, Sohu, perfect, giant (+ 1), NetEase (class 1), ninetowns, Grand.


Total cost of revenues: Net Long, Jinshan, perfect, Giant, NetEase, Sohu, Ninetowns, Shanda, Tencent. .


Fourth, the Q1 2008 online game service gross profit and gross margin.





Online game services gross margin, Ninetowns has been perfect since the last quarter than in the quarter than it was Sohu. The online gaming service, Sohu Although net income has been more than perfect, but still weak in the gross margin behind perfect. Big reason for the cost of only a weak leader, but the net income represents a substantial market share leader, is still meaningful. Tencent and Jinshan not calculated according to earnings breakdown of gross profit and gross margin breakdown. The total gross profit margin is far ahead of the trend Tencent unshakable, but a narrow margin this quarter grand overtake Netease, occupying second place. .


Same as Sohu online game service gross margin year-over-year growth rate of the figures is too abrupt, in order to be able to in the chart more clearly reflects the growth of other enterprises, in the online gaming service gross profit growth chart removed Sohu growth illustration. According to the rate of visits Sohu and Tencent to larger advantage became the first group. Link growth, perfect, big, giant, Jinshan, NetEase or, as the second group, ninetowns ring than growth rates of only 2. .67 per cent, while net Dragon remains negative growth. Year-over-year growth rate, a perfect and Sohu, Tencent also close to 100%, impressive. And NetEase in this item at the lowest grade, only 19 .95%, Still reflected in the year 2007, less than satisfactory performance. .


In this section, a grand, Sohu, NetEase, giant's contention is very fierce, but after the order is more stable.


This item rating:. .


Online game service gross profit: Grand, NetEase, giant, perfect, Sohu (+ 2), ninetowns (↓ 1), the net Dragon (class 1).


Total gross margin: Tencent, Shanda (↑ 1), Netease (↓ 1), Sohu (↑ 1), Giant (↓ 1), perfect, Ninetowns, net long, Jinshan. .


Online game service gross margin year-over-year growth rate: Sohu, perfect, ninetowns (+ 3), the net Dragon (class 1), big, giant (↓ 2), NetEase.


Total gross profit growth over the previous year: perfect, Sohu (↑ 2), Tencent (↑ 3), Jinshan (↑ 1), Ninetowns (↑ 3), net long (↓ 4), grand, giant (↓ 5), NetEase . .


5. Q1 2008 constitute operating expenses.





5 business sales and marketing costs decreased significantly sequentially, but the results are not the same. Sohu and Netease put in the context of declining market still has a high chain growth, Kingsoft, Ninetowns and net income growth rate showed a dragon with the market down into the phenomenon of lowered. Compared with the previous quarter, Netease's market continues to substantially reduce investment, even lower than last year's level. Perfect continued to maintain its traditional emphasis on market characteristics. .


Grand management costs are still high, close, 2 x, with its platform strategy. Sohu and Grand product research and development costs for the quarter remained relatively fast growth, suggesting that these 2 companies in the new product preparation area larger. Tencent in earnings in the management and product development costs into General and administrative costs, there is no way to know that two specific figures.


Overall operating costs, the NetEase continues to decline, showing a very clear trend adjustment. .










This ranking (from lowest to highest):.


Sales and marketing expenses: Net Long, Ninetowns, Jinshan, NetEase (↑ 3), grand, perfect (↓ 2), Giant (↓ 1), Tencent, Sohu. .


Management fee: perfect, Jinshan (+ 3), the net Dragon (class 1), giant (↓ 1), NetEase (+ 1), Sohu (class 2), ninetowns, Grand.


R & D costs: Giants (↑ 1), Ninetowns (↓ 1), net long, perfect (↑ 1), Jinshan (↓ 1), Netease, Shanda, Sohu. .


Total operating expenses: NET Dragon, Jinshan (+ 2), ninetowns (+ 2), giant (↓ 1), perfect (↓ 3), NetEase, Grand, Sohu, Tencent.


6, Q1 2008 operating profit. .



This quarter, Tencent, Sohu and NetEase in operating profit growth. In particular, Tencent, special advantages are fully released, not only the highest absolute value, and an increase of more than 100%. NetEase's adjusted results were achieved in promoting income and compression costs by reducing operating profit achieved remarkable growth. Although the gross margin, almost no growth, investment, operating profit this quarter are still significant growth. The same situation also appears in Jinshan here. NET Dragon aspects in operating profit was negative growth still occurs.


Operating profit ranking: Tencent, NetEase, Giant, Shanda, Sohu (↑ 2), perfect (↓ 1), Ninetowns (↑ 1), net long (↓ 2), Jinshan. .


VII. Q1 2008 net profit.



Netease and Shanda are there in the net area and up the chain of negative growth, leading to a giant rose to second place. Grand-year negative growth last year mainly due to a lucrative sale of SINA shares. Sohu again showed intense growth. In addition, there are four companies in this quarter, there was negative growth in net profit for the chain, more compelling. .


Net profit ranking: Tencent, giant (+ 1), big (+ 1), NetEase (class 2), perfect, Sohu, ninetowns (+ 1), the net Dragon (class 1), the mountain.


8, 2008 1 quarter profit compared. .





The online game of the gross profit margin, you can see the big profitability has been rendering a slow upward trend, with its proprietary game rising proportion. Ninetowns the opposite trend is rendered. Perfect for the game engine is fully reflected in the profit margin on mining is the online games on the rise of the gross profit margin.


Tencent's gross margin and operating margin increased with the growth of its gaming business on the rise. Grand high net profit margin last year from the sale of SINA shares in the profits. .


In comparison, the margin of nine indicators are markedly lower than the other 8 companies.


This item rating:. .


The online game of the gross profit margin: Sohu (+ 2), the net Dragon (class 1), NetEase (class 1), giant, perfect, Grand, ninetowns.


Net profit margin: giant, perfect (↑ 1), Netease (↓ 1), net long, Tencent, Shanda, Kingsoft, Sohu, Ninetowns. .


IX. on March 31, 2008 compared to cash and cash equivalents.


Giant sharp drop in cash this quarter was mainly due to a total of 200 million U.S. dollars caused the stock repurchase. Tencent, Ninetowns, net of cash Dragon and Golden Hill to pay attention. .


This ranking: Giants, NetEase, Tencent, Grand (+ 1), ninetowns (↓ 1), perfect (+ 1), the net Dragon (class 1), Sohu (+ 1), mountain (↓ 1).


10, concluded. .


Throughout Q1 2008 results of the company, Tencent has left us with the most impressive. Since 2003, proxy, cheat on the triumph of South Korea, Tencent has been working in the area of savings in the game. This forces since the second half of 2007, gradually release, not only for Tencent online gaming business itself brings high speed growth, while also enabling Tencent growing Internet business group to find new growth points, thereby driving the high speed development.


After several consecutive quarters of growth far exceeding the average level, the current online gaming service, Tencent Giants and Ninetowns net income has been approaching to enter the top three just around the corner. And as Tencent's success in online game Bingfeijinjin Yi Kao 1, 2, paragraph game, but getting closer and closer to its platform enabled by giving full play to the Ye Wu mutually reinforcing complementary role and therefore its network gaming Fa Li Ye even more daunting. .


Sohu in the Chronicles of the game on the rapid growth also. Although has launched seven months, but the "Chronicles" still maintains more than 60% of the growth rings, and the original of the journey on a similar path. The Chronicles of the game development of operational capacity and efficiency is evident, at the same time again developed the right products will get amazing success, and this opportunity would have been in existence.


Tencent and Sohu in the online gaming experience of the successful harvest, repeated prove the truth: a temporary loss is not terrible, it does not mean the end. The experience gained from the lessons of failure is the most valuable asset. Which lessons can be in-house transmission and sublimation, the final into combat, it is a concrete manifestation of entrepreneurship. .


This quarter NetEase significantly adjusted trend, also received a relatively significant effect. Giants and perfect then entered a mature rise period. Grand by virtue of the huge product line continues to maintain steady growth, but the latter management costs remain high. Ninetowns, Jinshan in game net revenue and gross profit growth slow net Dragon show negative growth. If the online game service net income as a benchmark, you can put this 9 company divides into three groups: quarterly net income in $ 400 million over a grand, NetEase, giant, ninetowns; quarterly net income in 2-4 billion Sohu, Tencent, perfect; quarterly net income of $ 200 million in net Dragon and mountain.


From the analysis of this quarter's earnings report, we can see the same external environment and industry landscape below, the Gong Si shows different in Zou Xiang, the Beihou are different strategies and different implementation 所 to differential. .


(A) the blood King Ling belongs to the legend of one of the great features of days, comprehensive online information for the design collection of the Maya Mountains are as follows (constantly updated):.


"Legend" aging in NPC and select the ridge into the devil, and the New Devil in Blast Ridge only when the random, are hidden barriers luck out. Blast strange when the kick down, then the NPC to complete the task. If there are hidden obstacles, there will be two prompts: one to collect their prizes go to the next; Second, enter the hide off. Off from the hidden prize waiting for you (that is, devil Ridge) so after, the devil Ling, the original day of the relevant awards and prizes will be sent to your parcel. .


King Ling strange not to beat people, you can't blame that on the move with lingfu archers shoot monsters.


Ridge into the devil, a baby's first baby set in place, and then went to the 1st bit position of point guard, choose to place archers on into the 1st position. Brush now strange, at first five are kittens, kill one, pick crossbow license, be quick, otherwise they go off behind him. When you can pick up points with F9 watching. Enough for a 5 point guard immediately, select license-for-5 crossbow archers, and then put on the 2nd place. .


The second batch was half-orc, or an arrow, continue to pick one bit, the crossbow enough five point guard change after Archer in fourth place.


Now you can start picking away at bits fall of the crossbow license, and pick up enough to go on the 4th place after 3 months the right side (remember the right side of the screen orientation, not archers right hand side), point guard to select a crossbow license mobile archer. But the only point open, do not choose to move first archer, or the position of the archers will disappear. When you see a pig on the 4th position from the archers walked, and the archers have shot less than a, at once chosen to the 1st place to move to the 8th place archers.。.


Stopped in the 4th position after watching archers shoot pigs, when the last archer walked in front of Porco Rosso (keep in mind is Porco Rosso, ahead of other pigs, then moved on), the fourth-bit transfer to the archer on the 10th position. Go to the hole this time looking at it, run away pig heart Mosuan about the number, generally not more. Etc. Finally, after a pig lying on the ground, to lead it to your chest, usually copper, is also quite likely to be silver. Occasionally, bad luck will be wood, such as I have encountered a brush out of 14 pig Guardian Council, White Black number of cases, points can only cry themselves back, a Council of 29 monster only hit a record lowest on record.。.


To destroy all the monsters, to 5-6 Zhang Fu, read the following carefully, ah:. .


The first one breaks a archers, then hurry up and get the brand to reach five, click on the Maya mountain guard, 5 1 crossbows licence Archer Exchange, and then pick the crossbow, to 5, and then click the Maya mountain guard, 5 1 crossbows licence Archer, exchanges, and so on.


You can display a total of six archers. See clearly the following: the blood of the pig to see 200 to 4 archers, when, immediately click the devil ridge guard, with a crossbow license exchange an archer (remember to leave the parcel is now 6 crossbow license for the exchange bows and arrows hand use), which an archer from the 1st bit transferred on the 7th place; and then immediately use a crossbow license, to the 2nd position on the archer transferred to the 8th place on the 3rd place archers transferred to the 9th place , on the 4th place archers transferred to the 10th position. A total of 50 monsters. .


If you are lucky you might get the gold box (this will appear in the game XXX in the Maya mountain destroys the King of all monsters, "prompt). But remember you have to pinch access time, otherwise the Monster will run away.


Devil ridge above if the method by playing, the experience of about 100W or so. Meanwhile, the gold box is also possible to open a treasure map, or equipment. .


Source: integrated search engine information. There are countless days, each a gateway requires a lingfu, lingfu is the need to exchange for Acer, exchange ratio 1: 1. There are countless treasures from the day, as long as you have a chance to win big, days off winning rate is fully compliant with standards, usually about 20 lingfu can win a piece of equipment, 50-sheet chiyue lingfu can win three helmets, 80 about winning Thunder, light, a map of where the flames, about 120 can win Prince of six pieces of clothes one piece, 200 sheets can win God, true soul, shengmo series jewelry piece. . .


Open days and not just those items and equipment, as well as the winning rate is particularly high and the reputation and experience of almost 2 piece one piece lingfu winning experience, the experience is from 10 000 to 40 000, so if you want to upgrade quickly and equipped, open days is the best choice for the player.


Some GM may ask, why players would definitely buy ingot ah? Why do players sure to Blast ah? The answer is simple: play, PW was to buy equipment that's for sure, but you do not buy or not to buy equipment and equipment-based, that players will buy? Only buy ingot was. And grand the same server on each NPC gave days off to do a very good publicity, such as clothes store you go to buy clothes or repair clothes, can you see the NPC that some tips are treasures waiting within days of the relevant Players to look for something. Emigrated to get after winning the equipment, the also want to Chuang, a little taste of gambling, but the players winning or losing in your hands.。.


Blast players and gambling addiction make the same, because it has better equipment than the ingot. Blast players in a "big" prize will be red after the region suggest that certain players in Blast activities of winning the prize. If you are a player you will be heart ... .... .


Acer forging experience and diamond, this system is another Grand features, specifically for poor design. Acer forging experience can be upgraded and you can get the diamond, forging ratio is 1 bullions = 10 million experience = 3 diamond = 6 hours after completion of the forging, forged complimentary cangyue diamond can go to the store to find the island of weapons "forging" synthetic weapons. The better weapons you need more diamond. . .


Acer forging experience gift diamond also give players "team volume." "Team up for volume" is what to do? "the team" in the volume of the "town of magic official will" Go Red Monster mountain, going broke in the monster is Thunder, light = flame series treasure map (burst rate has taken control of the good). The map of diamond synthesis requires 188, players want to get these things only recharge bullions and forging or ran a day off. Don't want to recharge the player can also observe normal fight monsters, monsters, creating and equipped (burst rate control very well).


Estate transactions in that article ingot, ingot forging, Blast to the set, here indeed is the second Union re Tucheng, mostly a collection of online players here. All the equipment is not able to do ingot, which is designed to be more reasonable grand place, such as skills, only Shaguai like to get the goods, these items can not be ingot ingot players, allowing more than ingot players go to spend ingot to buy skill books. .


Source: http://www. .ha6. .cn/soft/5/6/2007-08/200708253716. .html teach you how to use 5 RMB rises to 40 level.


First, sign up for a Platinum account, Shengtai Guan online face a description of how registration. .


Platinum account can collect lingfu (consumption), experience packages (not consume).


10W to 100W per day experience, but must spend an ingot can be considered, do not mean your one dollar. .


Rank equipment award, worth 50 bullions.


Platinum consumption Award: Poly Ling Zhu + double canon, the value of 12 ingots. .


Because this is a must.


After the recall leaders registered binding experience package, be specific:. .


First in the binding extension page, point to receive experience package (provided that the promoter must punch the clock in my daily morning and, of course, you're bound to others I do not oppose), in the province of Angel Mengzhong Award (coordinates 333,333) select the activities you can get the props to collect daily experience package.


(Platinum users pay to receive a daily experience in the package to get more experience, even if the full payment of an ingot, but also led magic every day, ah, I think so at all). .


Above you can when I say is crap, the following entry:.


Step 1: Create role into the game. .


Step 2: thanks to a master (must be a King College Coaching Manager Gee). In this way, you can get in the game the King disciple. Let the master gives you 20 000 Gold, 1 wooden boxes and keys.


Step 3: specific upgrade steps:. .


① has just entered the game, when the game character 0 level, the Grand gift 2 and 1. This 2 bullions in grade 7, i.e. 6-time spent, it is recommended that you buy a 2-element of blood stone. Tips for first place in the warehouse, the levels of high level and then open the 23, now go 500 experience, you can later open 23-80000 experience (the actual test 23-28, only 3W5 or 29-8W is, hehe).


② open wooden box, wooden box with a key to open the general experience can be 4-5 million, and then to kill a chicken (Qi in the city than there is chicken), killing a secondary level, generally allowed to rise to 14 or 15. .


③ opened "is filled with" the way, you need to recharge the Acer launched Internet banking, currently only support industrial and commercial bank and China Merchants Bank. Charge more than $ 5 you can get a complimentary three lingfu. After the success of top-up, buy a mengzhong stone (not willing to buy your own running personal hobby). Mengzhong stone cannot be used to buy a gift of bullions, can only be used for filling yourself buy bullions. Fly to mengzhong, click on the Angel and the gold medal winner, Angel gifts..


Wang Shi disciples awards are: double canon, blood gas stone, sending rocks and so on; after the rise a few levels can lead one. .


Platinum user rewards: poly lingzhu (small), double the Bible.


④ to the devil Ridge fire pig. Platinum users with those three magic gifts made of copper box (you can also convert them again a magic, magic with four boxes of silver). Experience can be 100-120 million, and a number of awards. Such as oil or experience rewards, prestige, such as diamond. .


⑤ slaughtering chickens (all kinds of little monsters), the killing of another, level 17, rose to the level, the Grand and free delivery 2 bullions, you can buy things. Must be 21-level, i.e. at the latest when the 20 level. You can only buy blue word things yo, if you buy anything else, is to spend its own ingots, not a grand gift of bullions, remember..


⑥ rose to 21 pm Note: Shanda has sent two ingot and a magic, ingot buy blue stuff, magic to Blast. Experience or things got after he came out chickens. .


⑦ After killing the chicken, it is estimated that about 25. Don't forget, there is also a poly lingzhu?, a look at how much experience has been gathered, 190 million, from the 250 million also narrowly.


⑧ see much less or less, poor 20-40 million, can go Chuang 1-2 days off, full of experience on the release of 2.5 million. Haha, this is the 28-29 class, right? If more than 500,000 poor, go shoot a pig. .


⑨ count, now they only took 2 bullions? is coming up to 29 or 30 level.


⑩ now able to apply for a king rewarded division. The burden of vacant, to reconsider the league, point to accept the award messenger, to receive His Majesty's disciples award. Haha, awards and more, right? After a few levels can lead per liter once. .


After that, you may want to spend some money. -From 29 to 40 level takes approximately 45 million experience.


Recommendation: to devil pig + Poly Ling Zhu Ling fire way to upgrade. Shooting pigs was 22.5 million, 22.5 million poly poly Ling Zhu, ha ha to 40, and able to apply for a baby. .


Details: poly lingzhu-2250 million to nine get-together lingzhu, $ 45; shoot pigs on average 2. .5 million Yuan was (after deduction of oil and other things), 2250 million experience about $ 55; that is, from 29 to 40 needs can be a $ 100.


From 0-40, take 105 yuan, takes less than 2 hours on it. If you want to spend less money, then open the double, and brought magic and lead kit, according to Monday to Friday 4 hours each day on average basis, 10 hours a day on weekends, on-line time of 40 hours per week. 29-40 level was 250,000 experience per hour, per week, manual leveling was 10 million a week was seven magic can shoot pigs experience of about 3 million a week, the experience led kit was 560,000, then daily experience is 1.38 million, the total experience of a week by 14.38 million, that is 3 weeks to 40 a can. If you spend 45 per sale together Lingzhu much faster yo. .


To sum up, from 0 to 40 levels, there are 3 ways:.


First, spend 105 yuan, 2 hours to 40;. .


Second, take a 45 + $ 5, approximately 1 week reaches 40-level;.


Third, for just 5 yuan, 3 weeks to 40. .


Source: http://www2. .37ss. .com/tech_show/index_1683. .htm Appendix: companies product line overview (part-time fees and charges for the game; props; games platform games).


Company. .


2007 is running game.


2008 has been announced to launch the game. .


Type.


Name. .


Intellectual property rights.


Name. .


Intellectual property rights.


Ninetowns. .


MMORPG 。.


"Miracle." .


Korea..


"Fantasy world." .


Autonomous.


"World of Warcraft." .


United States..


"Hellgate - London." .


United Kingdom..


"Happy Journey to the West." .


Autonomous.


. .


。.


"Battle." .


Korea..


. .


。.


"Miracle in the world." .


Korea..


. .


。.


"Sword of Excellence." .


Korea..


. .


。.


Casual games. .


。.


. .


《FIFA Online》 。.


The United States. .


Sohu.


MMORPG. .


The Knight ".


South Korea. .


The Cauldron.


Autonomy. .


The sword ".


Autonomy. .


The "Chronicles".


Autonomy. .


Casual games.


. .


。.


. .


。.


Net Long. .


MMORPG 。.


"Monster & Me." .


Autonomous.


"Happy." .


Autonomous.


"Demon." .


Autonomous.


"Magic Online". .


Cooperation.


"Conquest." .


Autonomous.


"Tianyuan." .


Autonomous.


"War Machine." .


Autonomous.


. .


。.


"The Warlords Online". .


Autonomous.


. .


。.


Casual games. .


。.


. .


。.


. .


Tencent.


MMORPG. .


The "triumph".


South Korea. .


The QQ free fantasy ".


Autonomy. .


The QQ fantasy ".


Autonomy. .


The underground city and warriors ".


South Korea. .


The QQ Huaxia ".


Cooperation. .


The homing cents ".


Autonomy. .


The three countries of the QQ..


Autonomy. .


。.


. .


Casual games.


"QQ war platform." .


Autonomous.


"QQ Speed." .


Autonomous.


"QQ Pet." .


Autonomous.


"QQ Xuan dance." .


Autonomous.


"QQ Games." .


Autonomous.


"QQ flying island." .


Autonomous.


"QQ Tang." .


Autonomous.


"Crossing the line of fire." .


Korea..


"QQ speed of sound." .


Korea..


. .


。.


Jinshan. .


MMORPG 。.


"A swordsman Food of Love." .


Autonomous.


"A swordsman in the world." .


Autonomous.


"Remake." .


Autonomous.


"First Myth 2." .


Autonomous.


"A swordsman Food of Love 2." .


Autonomous.


. .


。.


"Xianlv Food of Love 2." .


Autonomous.


. .


。.


"Fengshen Bang International Edition." .


Autonomous.


. .


。.


"Outlaws of the Marsh Q Biography." .


Autonomous.


. .


。.


"Spring and Autumn Q Biography." .


Autonomous.


. .


。.


"Neolithic." .


Japan..


. .


。.


Casual games. .


。.


. .


The anti-terrorism Act.


Autonomy. .


() Appendix: overview of the company's product line (part-time fees and charges for the game; props; games platform games).


Company. .


2007 is running game.


2008 has been announced to launch the game. .


Type.


Name. .


Intellectual property rights.


Name. .


Intellectual property rights.


NetEase. .


MMORPG 。.


"Westward Journey 2." .


Autonomous.


"A World 2." .


Autonomous.


"Fantasy Westward Journey." .


Autonomous.


"Tang 2." .


Autonomous.


"Fei Fei." .


Korea..


"Fei Fei 2." .


？ 。.


"Grand Knight." .


Autonomous.


. .


。.


"Westward Journey 3." .


Autonomous.


. .


。.


Casual games. .


Bubble game.


Autonomy. .


。.


. .


Giant.


MMORPG. .


The journey on.


Autonomy. .


The journey time ".


Autonomy. .


The giant ".


Autonomy. .


3 the King of Kings ".


Cooperation. .


Casual games.


. .


。.


"Sports empire." .


Switzerland..


Grand. .


MMORPG 。.


"Mir." .


Korea..


"The new era of heroes." .


Autonomous.


"Legends of the World." .


Autonomous.


"Heaven." .


Korea..


"Overlord." .


Korea..


"Dragon Legend." .


Autonomous.


"Dungeons & Dragons." .


United States..


"AION". .


Korea..


"Magic Land." .


Autonomous.


"Company of Heroes Online". .


Cooperation.


"Hero's." .


Autonomous.


"Ghost Blows Out the Light Online". .


Cooperation.


"Miracle." .


Autonomous.


Lazeska. .


Korea..


"Ragnarok." .


Korea..


"Gods." .


Autonomous.


"Wind and Cloud - dominated world." .


Autonomous.


"Millennium." .


？ 。.


Casual games. .


The Adventure Island ".


South Korea. .


The fighting Online ".


Cooperation. .


The Rainbow island ".


Autonomy. .


The Disney Magic fly sheet ".


Cooperation. .


"Crazy car".


Autonomy. .


Freejack 。.


South Korea. .


The Super run ".


South Korea. .


"Superstar".


Autonomy. .


The warmth and Kennedy ".


South Korea. .


The luanwu world. ".


Autonomy. .


The "bubble".


South Korea. .


The "X-table tennis.


South Korea. .


"The kid".


Autonomy. .


"The world is not enough.


Autonomy. .


The bubble island ".


Autonomy. .


。.


. .


The "push".


Autonomy. .


。.


. .


Battle platform haofang.


Autonomy. .


。.


. .


Winger chess.


Autonomy. .


。.


. .


The game of tea gardens.


Autonomy. .


。.


. .


Perfect.


MMORPG. .


"Perfect world".


Autonomy. .


"Red Cliff".


Autonomy. .


The wanmeishijieguojiban ".


Autonomy. .


Swordsman.


Autonomy. .


The zhuxian ".


Autonomy. .


Casual games.


. .


。.


"Hot Dance Party." .


Autonomous.


(Continued). .

13, 2007, operating profit and net profit.




It is noteworthy that NetEase and Ninetowns in the year 2007, operating profits are negative growth, Ninetowns in operating profit and net profit in 2007 ranked second to last two indicators, while the Giants are in the operating profit occupies beyond grand the absolute value of the third, the net long position is surprisingly only ranked fifth after a grand. Net profits grand ranked second, but narrowed the gap with Tencent, Ninetowns compared with 2006 was a negative growth of net long to stay ahead in the second group. Net Long net profit growth rates, perfect, giants, and grand are impressive, including a perfect as a negative net profit in 2006, so there is no net growth figures. .


This ranking:.


2007 operating profit: Tencent, NetEase, Giant, grand, net long, perfect, Sohu, Ninetowns, Jinshan. .


2007 net profit: Tencent, Grand, NetEase, giant, net Dragon, perfect, Sohu, ninetowns, Jinshan.


14, 2007, annual profit margin comparison. .



The gross profit margin in the online gaming continues to keep us all familiar conclusion: proprietary game the gross profit margin was much higher than the introduction of the game, Sohu because the Chronicles of the success of the online game of the gross profit margin for a greatly enhanced, Grand and is perfect also continued to increase through the operational potential of their online game of the gross profit margin. Giants in the game, the gross profit margin and 2006 is a net profit of circumstances than in 2006, has been growing, after their listing and financing of capital operation profit. Grand also relies on the successful operation of the funds so that their net profit margin and NetEase is very close. . Sohu and Jinshan rate in net profit compared with the previous year had also declined. .


Tencent and kingsoft does not provide the results in the gross profit margin of online games.


This item rating:. .


The online game of the gross profit margin: NET Dragon, NetEase, giant, Sohu, perfect, Grand, ninetowns.


Net profit margin: Giant, Net Dragon, Netease, Shanda, perfect, Tencent, Jinshan, Ninetowns, Sohu. .


15, 2007, compared to cash and time deposits.


As can be seen from the chart, as of December 31, 2007, giant, net long, perfect and GP were as successful listing of the stock of cash give yourself a huge rise in the stock of one giant cash more than 7 billion yuan, far exceeding The remaining enterprises in 2008, the use of funds for this will be an impact on the industry situation. .


This ranking: Giants, NetEase, Tencent, ninetowns, Grand, net Dragon, perfect, Jinshan, Sohu.


16, concluded. .


After the disclosure for now and for the whole year 2007 Q4 results of nine Chinese Internet companies doing our network game industry competitive situation will form a clearer overall impression. Through the financial analysis, we can see the new online games business and especially successfully listed on the 2007 Giants, net Dragon and perfect for the entire industry has brought very large shocks and vibrations, but also to the established Internet companies had brought great pressure, in the fierce competition, is far from this industry to a settled time.


Online games, the Internet industry is still the most clear profit model, while its profitability is also far more than online advertising. The three old portal, Netease game relying on bail out the game with Sohu received a new engine of growth, SINA is still looking into only believe in the near future will once again try to game business. And Tencent After "Triumph" and "QQ Tang" attempt to gain experience in the field of online games has made impressive gains more and more, because of its platform monopoly status and the sheer size of the user, the network will be expected Tencent game continue to conquer new territories, the goal at China online game industry boss's position. .


. .


Unfortunately this article does not contain the Chinese net, not yet listed nine tour of financial data, including nine tours for industry also has a very powerful influence in the future, if the data into a report and analysis, will be on China online game industry has a more comprehensive and accurate view.


(Continued). .

6.2007 Q4 operating profit.



4 quarter, Netease, as the main independent game development company, although its operating profit to stay ahead in absolute terms, but almost no growth over the previous year, once again stalled on its game business, growth is because three quarters for the "Westward Journey 3 "The high market input. The Ninetowns Although 4-year quarter net income and gross profit both aspects of the growth in operating profit last year but no growth, if not for the "Burning Crusade" efforts after the listing operation, its operating profit, or will show a decline in the way trend, indicating that its operations may exist some problems.。 Giants on the operational profit in Q3 Q4 over a grand, Grand fair, showing remarkable commercial strength, really amazing because perfect in Q4 of last year's operational profit is negative, and therefore does not calculate its year-over-year growth rate. In addition, Tencent is Chinshan and have achieved significant year-over-year growth.


Operating profit ranking: Tencent, NetEase, Giant, Shanda (tied for second), perfect, NetDragon, Sohu, Ninetowns, Jinshan. .


7.2007 Q4 net profit.



Net, the Giants finally with 4 quarter of the third grand prestige beyond. As a mature business, Sohu and Tencent's net profit grew very rapidly, indicating a new profit growth point - the expansion of gaming has achieved remarkable success. It is noteworthy that growth in net profit year on year, the NINETOWNS negative growth, indicating the operation of its funds suffered some losses. .


Net profit ranking: Tencent, NetEase, giant, Grand, perfect, Sohu, net Dragon, ninetowns, Jinshan.


8, 2007, compared Q4 profit margins. .





Here once again demonstrated the advantage of independent research and development of the game. Independently developed games for the gross profit margin was generally higher than 80%, and the introduction of the game's gross profit margin is always less than 70%, ninetowns owing to the high costs of introducing the game led to its gross profit margin remains below 50%.


Net profit rate, Netease and Sohu by online advertising and wireless value-added services are substantially lower impact of declining profit margins, while Ninetowns Q4 2007 net profit fell by nearly half of the year on year rate of only 20%. Jinshan Q4 net profit from a sharp rise in the rate of its four-quarter received 24.73 million yuan of tax credit income. .


This ranking:.


Online Games Gross profit margin: Net Long, Netease, Sohu, giant, perfect, grand, Ninetowns. .


Net profit margin: Giants, NetEase, perfect, net Dragon, Tencent, Grand, Jinshan, Sohu, ninetowns.


9, 2007, online game service and the total annual net income. .





Tengxuncai reported do not offer online gaming services net income figure, and therefore cannot be expected in this key event is ranked. However, in terms of total net income of Tencent doing the header name. Grand in online gaming services, the total net income and net income of the two are, by virtue of a higher annual growth exceeding NetEase. Perfect, giant, Sohu and net Dragon 2007 game business growth, but because of the relatively low rate of traditional business, Sohu in total net income growth was pulled down a lot.




Shanda casual games throughout the year 2007 only contribution to the net all the online game service 13. .91%, Once again that casual gaming revenue in the current capacity can not compared with the MMORPG. The Ninetowns listed in 2007, the total net income of several Daisaku contributed only 6. .96%, Is a not satisfactory result. "Demon" is net long the main source of income in 2007. .





NetEase game of the year 2007, net earnings accounted for total net income of 84%, Sohu is 22%, showing the traditional Internet portal to the game operations transformation trends. Tencent online game service net income into Internet value-added services net income in the statistics, does not provide a separate number.


This item rating:. .


2007 online game service net income: Grand, NetEase, giant, ninetowns, net Dragon, perfect, Jinshan, Sohu.


Total net income in 2007: Tencent, Shanda, NetEase, Giant, Sohu, Ninetowns, perfect, net long, Jinshan. .


10. in 2007, the online game service revenue cost and total cost of revenue.



We see that the agent-based game operator Shanda and Ninetowns as in game revenues far higher than the rest of the costs of business. Tencent and Jinshan's earnings report did not provide the cost of online game services revenue figures. In total annual revenue costs, Tencent, Sohu and Netease such as advertising and wireless value-added business costs leading to greater revenue enhancement, this will be reflected in the back of the margin indicators. .


This ranking (from lowest to highest):.


Online game services revenue costs: Net Long, Sohu, perfect, Giant, NetEase, Ninetowns, grand. .


Total revenue-cost: NET Dragon, golden perfection, giant, Sohu, NetEase, ninetowns, Grand, Tencent.


11, 2007, online game services gross margin throughout the year and total gross profit. .



Due to the NetEase game business stagnation and Grand in 2007, fruitful efforts, both at the 2007 online game service gross profit or total gross profit, Grand also has been approaching NetEase, to introduce the game-Grand is a great success. In the Grand, ninetowns and NetEase these old games operators in the Middle, but the Grand has maintained a high as 49. .13% of annual net income growth and 72. .47% annual gross profit growth, shows that in 2007, the company remains a very strong development impetus to make a comparison has already reached large companies continue to maintain its high growth. . This is can be seen from the statements and figures of business operations and management. .


In both of these, nine have been exceeded NET Dragon, perfect has also been very imminent ninetowns digital, I believe that soon will be more than nine. Tencent and Jinshan in earnings is not available in the online game service gross profit numbers.


This item rating:. .


Online game service gross profit: NetEase, Grand, giant, net Dragon, ninetowns, perfect, Sohu.


Total gross margin: Tencent, Netease, Shanda, giant, Sohu, Net Dragon, Ninetowns, perfect, Jinshan. .


12.2007 annual operating expenses constitute.






Again see a big increase in operating costs less to achieve a relatively fast growth of the company's overall performance, reflecting the company's strategy and management thinking in the company of importance. In 2007, a giant market, perfect, net long, and operating expenses in both Jinshan more substantial growth in sales and marketing costs are important reasons for the increase of investment. Ninetowns dramatic growth in higher operating expenses, pending further analysis of specific reasons. .










Giant, perfect and Sohu in 2007 market inputs which exceeds the total operation costs by 50%. Tencent in financial management and in product research and development into General and administrative costs, does not provide a breakdown. Kingsoft's other operating expense items accounted for the total operating costs in 2007 of 31. .1%, mainly due to the listing of the grant of options and shares the costs as a proportion of the remuneration is large.


This item ranking (from low to high):. .


Sales and marketing costs: NET Dragon, ninetowns, Jinshan, perfect, big, giant, NetEase, Tencent.


Management Fee: perfect, net long, Jinshan, giant, Sohu, Netease, Ninetowns, grand. .


Product research and development costs: Giants, net Dragon, ninetowns, perfect, Jinshan, Grand, Sohu, NetEase.


Total operating expenses: net long, perfect, giant, Ninetowns, Jinshan, Netease, Shanda, Sohu, Tencent,. .


Total operating expense growth rate: Grand, NetEase Sohu, Tencent,, ninetowns, Jinshan, perfect, giant, net Dragon.


(Continued). .

With the company on March 31, 2008 announcement unaudited 2007 Q4 and full year earnings, is now listing all 9 home games involving network company on their 2007 Q4 and full year operating conditions made a summary of 2007 China online game industry overall competition will become more clear. This article will be published data has been published on the results of NetEase, giant, Grand, perfect, ninetowns, Sohu, Tencent is Chinshan NET Dragon, and the nine companies related performance analysis, and attempt to serve as the basis for the entire industry in its entirety in order to make some observations and judgment.


Be explained in this article listed companies based on unaudited financial statements, the paper contains all the data and information from open sources. On the domestic online game industry, as employees, not a professional finance staff, has done only relatively shallow analysis of text content only. .


Directory.


Concept. .


First, the 2007 Q4 net income online gaming service.


Second, Q4 2007, total net income. .


Third, Q4 2007 online game service and total cost of revenue.


4, Q4 2007, online game services gross profit and total gross margin. .


Fifth, Q4 2007 constitute operating expenses.


6, 2007 Q4 operating profit. .


7.2007 Q4 net profit.


8, 2007, compared Q4 profit margins. .


9, 2007, online game services and the total net revenue.


10, 2007, the year the cost of online game services revenue and total revenue cost. .


11. in 2007, the online game service gross profit and gross margin.


12, 2007, the annual operating cost component. .


13, 2007, operating profit and net profit.


14, 2007, annual profit margin comparison. .


15, 2007, compared to cash and time deposits.


16, concluded. .


Appendix: overview of the company's product line.


Concept. .


Net revenue: revenue minus sales tax, after the section referred to as net income.


Revenue costs: business revenue in the process of the fixed costs of inputs needed, including copyright fees, server bandwidth expenses, compensation, and depreciation of fixed assets. .


Gross profit: the net income less revenue cost after the part known as gross profit.


Operating costs: In a bid to expand its competitive advantage as the cost invested in operating expenses, usually by the sales and marketing, product development and management costs pose. .


Operating profit: gross profit minus operating expenses after the part referred to as operating profit.


Net profit: operating profit and other sources of profits and, after net income the part, known as net profit. .


Margin: margin and net income ratio is called margin.


Chain growth rate: growth rate compared with the previous quarter as the chain growth. .


Year-over-year growth rate: compared with the same period last year-over-year growth rate of growth is called.


1, 4th quarter 2007 net income online gaming service. .


Grand to RMB 6. .884 billion quarterly net income in the games service, exceeding by far second NetEase 40. .43% out of the three giant 58. .76%, subsequently followed by ninetowns, Tencent, perfect, net Dragon, Sohu, Jinshan. Giant alone the journey of a game already rushed into three approaching NetEase is China online game operators in the history of a miracle. While the mountain while involved in online games industry has existed for a long time, but on the revenue side is new enterprise easily surpass, showing its suitable for the needs of the domestic players online game products are required.




In the grand quarter, net income in the game, MMORPG's net income contribution of 6. .026 Billion, accounting for 87. .54%, Casual games to 0. .858 Billion, accounting for only 12. .46%, Can be seen in the present despite the excellent quality of casual games may contribute to a higher number of average concurrent users (Shanda has a "bubble Hall", "Adventure Island" and other popular casual games), but income can not and MMORPG par. (This conclusion, if traveling with nine financial situation may be more objective and accurate comparison). .


And the world of Warcraft ".875 billion RMB 3. quarter compared to net income (" miracle "ignored), ninetowns the remaining 4 game props charges (note 11) quarter of the total net income of RMB 3940 million, accounted for all of the online game service net income 9. .23% in its" boutique "strategy will also require further exploration.


Net Dragon's "The Warlords Online" due to be launched in December 2007, thus excluding Q4 2007 results. .


This ranking: Grand, NetEase, giant, ninetowns, Tencent, perfect, net Dragon, Sohu, Jinshan.


Note 01: "Happy Journey to the West", "fighting", "Miracle World" and "Sword of Excellence" ("fierce fighting" was March 17, 2008 to stop operations in mainland China). .


But from the rate, Sohu relies on May 9, 2007 Beta of the Chronicles "(02) in Q4 and full year for their outstanding performance are obtained, the Chronicles of 1 November 2007 official launch" quasi "Q4 growth rings 88. .77%. Ninetowns on September 6, 2007 launch of the "world of Warcraft" (03) information sheet "the Burning Crusade" itself ring than 38.% and .99 contributed 34. .97% growth rate in the total chain, while in October 31, 2007, the outstanding beta sword (04) also contribute to the promotion of the prop game itself charges than growth 23 Central. . .38% Of the total chain growth. Perfect 4 quarter sections of the action games there are, first, "Zhu Xian" (Note 05) in the 2nd quarter update, followed by "Perfect World International Edition" (Note 06) and "Swordsman" (Note 07 ) updates, while "Perfect World International" and "Swordsman" overseas output (Note 08) 4-quarter growth rate of contribution to the chain 5. .52%, Over a number of factors have led to the chain growth rate of 16. .62%. Grand respect, MMORPG chain itself an increase of 9. .29% For the quarter, net income contribution to the game 8. .08% Of the chain growth; casual chain growth of the game itself is only 4. ..55 percent ring. ' than growth. This Grand in mining, casual game progress ARPU, MMORPG room relatively larger. Tencent and Jinshan respectively 22. .21% and 15% of .12. than growth rates, showing strong growth momentum. Where the growth rate of the ring is Chinshan thanks to the spring and autumn Q biography "(note 9), as well as at the end of each game promotions.


Year growth rates, Sohu's third paragraph as online games, "Tian Long Ba Bu" to achieve great success during the year 1038. .83% Growth, while in "Tian Long Ba Bu" before the launch of the fourth quarter of 2006, Sohu, "Knight" and "sword" is only two games in the quarter, net income of 15.3 million yuan, the average was 5.1 million per month element. Perfect World launched in 2007, the year of the "Perfect World International," "Zhu Xian," two new games, and on July 26, 2007 in the U.S. Nasdaq market, promoting the growth rate would reach 284. .95%.. .07% year-over-year growth rate. Mountain areas, the entire 2007 is only available in the spring and autumn Q biography "game beta, but still scored 96. .46% year-over-year growth rate shows a mountain in the game has been tapping. 52. the Grand .98% of the outstanding growth should primarily be attributed to the effectiveness of its platform strategy, which is an increase of 59 MMORPG. .46 percent total games business grew in 49. .93%, casual game itself an increase of 19% of the total, only in the games business grew in 3. . Ninetowns 52. .03% Of the year on year growth rate, the "Burning Crusade" contributed 38%, props fees contributed 14 games. .03%. Contrast, only 3 year growth of NetEase. .81%, Compared with other companies big gap between the rapid growth in the industry as a whole trend of the next show its game business over the past year may experience some problems. .


This ranking:.


Chain growth rate: Sohu, Ninetowns, Tencent, perfect, Kingsoft, Shanda, NetEase, Giant, net long. .


Year-over-year growth rate: Sohu, perfect, net Dragon, Jinshan, giant, Grand, ninetowns, NetEase (lack of Tencent data).


Note 02:. .


2007. .05. .09..


2007. .08. .15 Immortal guiding. .


2007. quasi official version .11. .01.


2008. .01. New Year new version .16. .


Note: 03.


2005. .04. .26 Beta. .


2007. the Burning Crusade .06 .09...


Note 04:. .


2007. .31 .10...


Note 05:. .


2007. .28 .05...


2007. .09. .18 Three Realms bible. .


.11 .06 2007.... unrivaled battlefield


Note 06:. .


2007.01. .10 Beta.


2007. .11. .22 Anniversary special edition. .


Note: 07.


2007. .12. .20 Winner takes all. .


Note: 08.


2007. .11. .03 "Perfect World International" exported to Indonesia. .


2007. .11 .06 "the wanmeishijieguojiban. export of Russian State.


2007. .11. .28 "Swordsman" Taiwan beta. .


Note: 09.


2007. .09. .20 Beta. .


Second, the fourth quarter of 2007, the total net income.






In the middle, Netease, Sohu, Tencent, Jinshan the increase of Internet value-added services, applications, advertising and wireless value-added and other revenues. Judging from the data, NetEase Q4 net advertising ratio of its total net income of 15. .05%, And other wireless value-added business accounted for 2. .73%, While the game business is accounted for 82. .22%, We can see that the game business in the importance of NetEase, NetEase can see the so-called "gateway" nature of the already changed. Sohu Q4 advertising accounted for 51. .57%, And other wireless value-added business accounted for 11. .23%, The game business accounted for 36. .。 Tencent online game service net income into Internet value-added services statistics, if splitting words game business net income representing the total net income for Q4 25. .1%. Kingsoft's game business has become the main source of revenue for the company.


From this data, we can see the game portal business and the successful combination of traditional Zhihou exhibited by power, but the content of the portal are taking the road of its growth rate in the current growth of online advertising and games can not be under the situation Xiang ratio. We see in terms of total net revenue, even in the game business was a great success, Netease and Sohu are still losing big, and Tencent QQ is relying on a large platform ahead. .


This ranking: Tencent, Sohu, NetEase, a big, giant, ninetowns, perfect, net Dragon, Jinshan.


3, 2007 Q4 online gaming service, and total revenue cost. .



Revenue costs primarily contains authorization and divided, server and bandwidth, daily pay and benefits and the depreciation of fixed assets, etc., from this, we first of all you can see the proprietary game and introduced the game in the revenue costs considerable differences. For example, in a Grand its Q4 net income is games NetEase 1. .4 times the game business revenue cost of NetEase is 5. .14 times. Ninetowns because of their "Introduction" strategy, cost becomes even more spectacular: its Q4 net income from gaming operations only NetEase 0. .87 times game business revenue cost is NetEase 4. .84 times.


It is noteworthy that giant four-quarter the cost of online game services revenue growth faster than the ring, may be related to agent "Sport Empire" (Note 10) related. .


According to the average online game online data at the same time, NetEase Q4 each average while online revenue cost RMB $ 63. .47, giant as 121. $ .09, perfect for $ 61. .86, giant relative costs are relatively high.


In addition to the game while Sohu than the cost of business investment is much higher than NetEase (is Netease 1. .88-Fold), from another perspective away from traditional portals NetEase confirmed the fact that business. .


Tencent and Jinshan in earnings is not disaggregated revenue costs, but provides only the cost of the total revenue.


This item ranking (from low to high):. .


Online game service revenue cost: NET Dragon, Sohu, NetEase, perfect, giant, ninetowns, Grand.


Total cost of revenues: Net Long, Jinshan, perfect, Giant, NetEase, Sohu, Ninetowns, Shanda, Tencent. .


Note: 2008.10. .10 announced the signing of .01.


4, Q4 2007, online game services gross profit and total gross margin. .





In the online gaming service gross profit, due to the cost of a leading-edge cuts, ninetowns then fell out of the top three, or even have been the perfect beyond, while net Dragon and Sohu also the ninth level. Tencent and Jinshan cannot calculate according to the financial breakdown of the gross profit and gross profit margin. If the absolute value of the total gross profit came to visit, is still far ahead of Tencent, NetEase ranked second over a Grand.


But if by growth to examine, the NetEase year growth rate is the lowest, that is compared with the same industry, its games business growth in 2007 is too low, even with the same old online games and nine grand enterprise City compared to the growth of the game business is also very different, which reflects the Netease game business almost stagnant. .


This ranking:.


Online game services gross margin: Shanda, NetEase, Giant, perfect, Ninetowns, NetDragon, Sohu. .


Total gross profit: Tencent, NetEase, Grand, giant, Sohu, perfect, ninetowns, net Dragon, Jinshan.


Online game services gross profit year on year growth rate: Sohu, perfect, network dragon, giant, grand, Ninetowns, NetEase. .


Total gross margin year-over-year growth rate: perfect, net Dragon, giant, Sohu, Tencent, Jinshan, Grand, ninetowns, NetEase.


5, Q4 2007, the fee structure operating. .





From sales and marketing expenses, Q4 inputs are in RMB 20 million Yuan. But the data displayed in this regard, the unusual, although to a heavy price to introduce "boutique", but the market inputs relatively reasonably prudent, and perhaps believed that "quality" of the game itself famous enough loud, does not require too much effort or is its in-house on the introduction of the "boutique" lack of confidence? NetEase obvious decline because ring 3 quarter 3 of the journey (note 11). Grand Central than decline might be since Q3 ChinaJoy and "cloud" and "18"; "20" of publicity. . Tencent As you can see the advantage of platform to be its own sales and marketing cost control in a relatively stable level. .


It is worth noting that the terms of the management costs of Shanda far beyond other enterprises, and to introduce the game as a grand and nine are relatively high, the specific reasons for further analysis. Product research and development, Sohu and NetEase, Grand is far higher than that of the remaining three companies. Tencent in earnings in the management and product development costs into General and administrative costs, there is no way to know that two specific figures.


In the 4-quarter total operating expenses, unchanged from the previous quarter Shanda, Netease decreased. .


Note 11: 2007. .08. .15 open beta.










This item ranking (from low to high):. .


Sales and marketing costs: NET Dragon, ninetowns, Jinshan, perfect, big, giant, NetEase Sohu, Tencent,.


Management Fee: perfect, net long, giant, Sohu, Jinshan, Netease, Ninetowns, grand. .


Product research and development costs: ninetowns, giant, net Dragon, Jinshan, perfect, Sohu NetEase, Grand,.


Total operating expenses: net long, perfect, giant, Jinshan, Ninetowns, Netease, Shanda, Sohu, Tencent. .


Sit back and relax.

Release Date: 2008. .03. .10 04:49 From: SAN on: jro2433. .


First, an overview.


The rapid development of information technology to make software applications in all areas of society, the quality of software products naturally become the focus of common concern. Both software producers and software users, are living in a competitive environment, the software developers to market share, must be the product quality as one of the important goals, in order to avoid the fierce competition to be eliminated. The user to ensure the successful completion of their business, of course, hope that use high-quality software. Poor quality products not only makes developers of software maintenance costs and increase the user cost, the responsibility of other potential risks, resulting in decline in the company reputation, then the impact of the stock market.。.


Software crisis, or even once the entire computer software industry of the most popular topic. In order to resolve the crisis, software practitioners, experts and scholars have made a lot of effort. Now people have gradually recognized that the so-called software crisis in fact is only a condition that there are errors in the software, it is these mistakes led to software development cost, schedule and quality of out of control. Wrong is the property of the software, and can not be changed, because the software is done by people, all the work done by the people will not be perfect. The question is how are we going to avoid the mistakes of the generation and elimination of errors have been generated, so that the program error density level as low as possible. .


To the software error reasons, specifically, there are the following:.


① exchange is not enough communication on a misunderstanding or not to communicate. .


The application should do or should not do any of the details (application) is not clear under development.


② software complexity. .


Graphical user interface (GUI), client/server architecture, distributed applications, data communications, very large relational databases as well as large scale system that allows software and system complexity exponentially, there is no modern software development experience is very difficult to understand it.


③ programming error. .


Like all people, programmers make mistakes.


④ needs change. .


Needs change, the customer may not understand the impact of changes in demand, may also be known but also had to do that. Needs a redesign of the system, the designers of the schedule rearrangement, completed work may have to redo or completely abandoned, have an impact on other projects, hardware requirements may have changed, and so on. If you have many small changes or a significant change between the parts of the project, known or unknown dependencies may interfere and cause more problems, demand change complexity can cause errors, but also may affect the project participants ' enthusiasm.


⑤ time pressure. .


Software project schedule very difficult to achieve accurate, very often need to be anticipated and speculation. When deadlines are approaching and critical moment is approaching, the error also came out.


⑥ own people even like to say: "No problem", "This thing is easy," "out a few hours I can." .


Too many unrealistic "no problem", the result can only be introduced into error.


⑦ code documentation poor. .


Poor or bad document allows the code to maintain and modify the exception variable, the result is a lot of errors. In fact, many agencies do not encourage programmers to code documents, nor to encourage programmers to code written in a clear and easy to understand, on the contrary, they felt less written documentation faster encode cannot understand the code easier to work with confidential ("write more difficult will read the pain").


⑧ software development tools. .


Visualization tools, class library, compiler, script, tools, and so on, they often will own the error to the application software. As we know: not good engineered as a basis, the use of object-oriented techniques can only make the projects become more complex.


To better address these issues, the software industry has made various efforts. .


People used to think better programming language allows us to get rid of these problems, this has promoted the development of programming languages, more languages. . Programming languages to improve the efficiency of software production has played a positive role, but it is the reliability of the software, the quality of the impact, the role of small relative to other factors. .


Possibly because of a programming language based on the strict syntax and semantic rules, people tried to use formal proof to prove the correctness of the program. If the program is viewed as a mathematical object, from mathematical sense proves that the program is correct is possible. Mathematicians formal proof for the most interested in essays on very attractive, but the actual value are very limited. Because formal proof method only in code before you can use, it is too late, but for larger programs it is very difficult to prove.


By other industry projects inspired engineering, software engineering emerged, software development was seen as a project to project-oriented approach to planning and management software. .


For the application of uncertain demand, you can use incremental and iterative development model class. You can also use rapid application development (RAD) and collaborative application development (JAD) technology, a software developer and user representatives to participate in the development of software specifications. RAD and JAD's basic idea is that developers and users together to design the system's screen, the developers quickly realized that the most basic features of the screen, and then write them to the user and the user and developer to review these screens to confirm that they meet the requirements of the user, this cycle continues until the system's basic part defined. . RAD and traditional software development projects is a basic difference between: the application RAD system is released in stages. Traditional general first released, also called "Big Bang". RAD method using the effective development tools, developers can very quickly design a system of basic screen that allows users to early in the development cycle can be an insight into how the system will look like, to avoid the lengthy development project in the traditional hard and boring understand instructions. .


IBM's Dr. Harlan Mills presented a cleanroom procedures. Cleanroom process combines the formal program verification and statistical process control (SPC). In this approach, start with a mathematical proof of the correctness of the prevention of defects, and then use the MTBF metrics for software quality. Cleanroom process is a relatively new software development methodology, it requires software development in management methods and techniques to make significant changes, particularly the requirements of SPC applications to software knowledge, this impacts their is widely accepted.


Hardware costs continue to decrease, Case tools to support the operation of a new and powerful workstations and networks has become a working platform used in software engineering, Case tools to complete some specific software development process. These tools are available to software designers to graphically describe the software design capabilities, so easy to maintain, easy to cross-check, easy to understand.。.


Before you can with many new technologies and tools for software development today, the software development process maturity issues began to attract attention. Consistency of this product is the main crux of the management, so people will be turning their attention to the improvement of management, to improve the software development process a number of targeted activities have demonstrated positive results. .


The following are some of the more typical text.


SEI SW-CMM. .


ISO SPICE （Software Process Improvement and Capability Determination）。.


BootStrap. .


ISO-9000-3。.


Tickit. .


Trillium 。.


In fact, the software is concerned, did not like the silver bullet thing. Whatever the technology and what method, the software still be wrong. New to the language, advanced development approach, improving the development process, the introduction can reduce errors, but can not completely eliminate software errors, the introduction of errors Lai Xu Yao test to find out, the software error density Ye need to test to estimate. .


Test all engineering disciplines of basic components, is an important part of software development. Own programming day has been accompanied by the test. Statistics show that in a typical software development project, the software testing effort often account for the total amount of software development. In the total cost of software development, using overhead on the test you want to account for 30 percent to 50 percent. If the maintenance phase is also taken into account, to discuss the entire software lifecycle, the proportion of the cost of testing may be less, but it's actually equivalent to the maintenance work, and even many developers, one of the must also contain a lot of testing. . .


Second, software testing purposes.


The purpose of software testing determines how to organize the test. If the test aims to identify the error as much as possible, then the test should be directed at the more complex part of the software or more before the error location. If the tests designed to offer to the end user's quality assessment of credibility, then the test would be directly targeted at the practical application of China Society Jingchang assumptions used in the business. .


Different organizations have different testing purposes; the same agency may also have different testing is to test different regions or on the same area of different levels of testing.


Speaking of software testing, many people cited Grenford J. . Myers in The Art of Software Testing book's point of view:. .


① software testing is to detect errors and the process of implementation of the program.


② test procedures to prove that wrong, not that process error-free. .


③ a good test case is that it has not found error.


④ A successful test is found so far found no error in the test. .


It can remind people to test to find errors as the Center, instead of the correct order to demo software. But only by literally understood this point can be misleading, and that found error is the only software test, find out the error test is of no value, this is not the case.


First, the test and not just in order to identify the error. By analyzing the causes of errors and error distribution, can help project managers find the software processes currently used by the defects in order to improve. At the same time, this analysis can help us to design targeted detection methods to improve the effectiveness of the test. .


Secondly, did not find the error test is valuable, the complete evaluation of the quality test is a test. A detailed and rigorous reliability growth model can prove it. For example, Bev Littlewood found a tested and functioning n hour systems continue to run normally n hour probability.


Third, the basic method of software testing. .


Software testing methodologies and technologies are varied.


For software testing technology that can be classified from different perspectives:. .


From if you need to do to be logging software point of view, can be divided into static tests and dynamic tests.


Whether the target from the test system's internal structure and the concrete realization of the algorithm point of view, can be divided into white box and black-box testing. .


1, black box testing.


Black-box testing, also known as functional testing or data-driven testing. It is known to be the functional product, through testing to detect whether each feature is normally available in the tests, the program can not open as a black pot, do not consider the procedures in the internal structure and internal features circumstances, the test to test in the program interface. It only checks whether the program functions in accordance with the provisions of the normal requirements specifications using the proper procedures to receive input data and produces the correct output, and keep the external information (such as databases or files) integrity.。.


"Black box" method focuses on procedures for the external structure, without considering the internal logic structure, interface and software features for software testing. "Black box" method is the exhaustive input testing, only to all possible inputs to use as a test case can be found in this way all the wrong program. In fact there are an infinite number of test cases, people not only to test all the legitimate input, but also illegal, but who may be the input for testing. .


2, white box testing.


White-box testing Ye said Jiegou test or logical Qudong test, which is Zhidao product Neibu 工作 process can test to Jiance product specifications manual internal Dongzuo whether the Guiding Anzhao normal, according to the internal structure of test procedures procedures, Jian Yan process in the Mei Article access roads is required can be scheduled to work properly, regardless of its function. White-box testing of the main methods of logic-driven, based road tests, mainly for software verification. .


"White box" method a comprehensive understanding of the program's internal logical structure, all logical path for testing. "White box" method is the exhaustive path testing. In this scenario, the test would have to examine the internal structure of the program, check the program's logical to conclude that the test data. Cross-cutting program of independent path is astronomical. But even if each path is tested still may have errors. First, it can never be exhaustive path testing to identify the program violates the design specification, i.e., the program itself is a wrong program. Second, exhaustive testing is not possible to identify the path in the omission of path error. Third, exhaustive testing may not find the path of some of the data-related errors.


3. ALAC (act-like-a-customer) test. .


ALAC test is a product based on the customer's use of the knowledge developed testing methods. ALAC test is based on complex software products have many errors. The biggest beneficiaries are users, find and correct defects for which customers most likely to encounter errors.


Fourth, the complexity of software testing and economy. .


People often think that developing a program is difficult to test a program is relatively easy. This is actually a misunderstanding. Designing test cases is a delicate and requires a high degree of skill, would, without neglecting the undesirable omissions.


White-box testing Black-box testing method, whether or method, since the huge number of cases, are not thoroughly tested. The so-called thorough testing procedure is to allow the measured input in all possible cases, all the execution again. This test is often called "exhaustive testing." E. . W. . Dijkstra's remark did not thoroughly on the test were very good comment: "Program testing can only prove the existence of the error, but can not prove that the error does not exist." .


In the actual tests, exhaustive testing effort, practice doesn't work, this is all the actual test is not exhaustive, of course, can not guarantee the tested programs do not exist in the legacy of the error. The overall goal of software engineering is to make the best use of limited human and material resources, high efficiency, high quality and complete the test. In order to reduce testing costs, choose test case, you should note that compliance with the principle of "Economics". First, according to the importance of the program and in the event of failure will result in the loss to determine its test levels; second, it is necessary to seriously study testing strategies, in order to be able to use as few test cases, find as many bugs. . Lack of testing means that users bring to bear the risk of hidden errors, over-testing would be a waste of valuable resources. .


Testing is the lifetime cost of consumption in the software, the largest component. Test fees in addition to testing for direct consumption but also including other related costs. To determine the number of times the test needs to be done on the main factors are as follows:.


① The purpose of the system. .


The purpose of the system of differences significantly impact the number of tests carried out. Those who may have serious consequences for the system must do more tests. A Boeing 757, the system should be more than one is used to retrieve information from the public library system needs more testing. One is used to control sealing gas pipeline system should be better than a poisonous explosive substance-independent system has higher credibility. A safety-critical software development teams than a game software development groups to have severe lookup error requirements.


② the number of potential users. .


A number of potential users of the system also significantly impact the necessity test. This is mainly due to user groups in the economy. A worldwide there are thousands of users of the system than an Office only runs on three of the user's system needs more testing. If you cannot use the previous system, the economic impact of the system than the latter. In addition, in the allocation of processing errors, the price. . .


③ the value of information.


When considering the need for testing, but also the system in the value of the information contained into account. One supports a number of large banks or stock exchanges of many client / server system contains a very high content of economic value, it is clear that the system needs to support than a shoe store in the system to carry out more tests. The two systems users want high-quality, error-free system, but the former system is much greater impact than the latter. Therefore, we should consider the economic, investment and economic value that corresponds to the time and money to test. .


④ development agencies.


There is no standard and the lack of an experienced development agencies are likely to develop a system full of errors, set up in a standard and a lot of experience in development agencies in the developed system errors will not be many. Therefore, the different development agencies, the necessity of testing required also completely different. However, those who need but are unlikely to significantly improve the organization aware of its weaknesses, that require more rigorous testing process, agencies are often the most impossible to carry out this activity. In many cases, the agency management and development can not really understand the benefits of a high quality system. .


⑤ test time.


Test content will change over time. In a very competitive market, for the time may be crucial to victory, will not likely spend much time in testing, but after a few years if the market distribution pattern has been established, then the quality of the product becomes more important the test volume should increase. Test volume should be adjusted for the appropriate target. .


5. psychological issues of software test.


1, the process of destructive testing procedures. .


Human activities have a height of purpose, the establishment of an appropriate target has a significant psychological effect. If our objective is to prove that there are no errors in the program, then we may do this direction; that is, we tend to pick and choose those that the possibility of a smaller test data. On the other hand, if our goal is to prove that there was an error in the program, it will select a number of easy-to-find programs contain errors of test data. Then an attitude than the former to the program to add more value.


The definition of test procedures for testing means that the process is destructive, even to the extent of the intolerable degree. Most people's view of life in society is constructive, not destructive. People tend to create an object, not easily damaged an item. Therefore, the program tests the definition of people on the process of destructive testing daunting. Program test definition also implies the design of test cases (test data), and who should and who should not test a given program point of view and so on. .


Psychology research also tells us that when people do something already know is not appropriate or what is often done badly. For example: If you make a man out in 15 minutes a week, published in the New York Times on the cross word puzzle puzzle, 10 minutes later we will see that almost no progress, because he would be virtually impossible to abandon their efforts. However, if we want to spend 4 hours to solve the problem, then maybe you'll see him at the beginning of 10 minutes in advance. The program is defined as the process of identifying the errors, the test to become a task can be done to overcome the psychological problems.


Another annoying problem is that even if the process is completed the expected requirements, may still contain errors. That is, if the program does not work according to requirements, it is clearly wrong, but if the program did not do it, it is wrong. .


2, the programmer should avoid testing your own procedure.


Developers test their code has been designated is a very bad thing. Development and testing were born in different activities. Development is to create or establish what behavior, such as a module or the entire system. The sole purpose of testing is to prove that a module or system not working properly. Between these two activities are essentially contradictory. A person is unlikely the two diametrically opposed roles played very well. Based on this idea, the developer should be limited to participation in the tests. More appropriate to their task is to test the lowest level possible - unit testing.。 Many-headed all know, off the wallpaper (destructive process > is not easy, if the wallpaper was originally made by him and not someone else posted, he ping will be unbearable. Therefore, most programmers are unable to access the necessary State of mind (not to expose their own program error manner), and therefore cannot effectively testing its own program.


In addition to this psychological problem, there is an important issue: the program may contain a description of the problem as a programmer or a description of misunderstanding errors. If this is the case, when programmers test their own programs, often with the same misunderstanding also led to problems difficult to detect. .


Furthermore, you can take the test as on a paper or a book proofing, or write comments on similar work. As many authors know, proofing or criticism of their work is very difficult. In other words, in their own work to find the flaws are often one of the mental state.


These views does not mean that programmers can test their own programs. But compared to some other person if the procedures to be tested, will be more effective and more successful. Note: This argument does not apply to error correction (to correct known errors), certainly from the program of efficient error correction. .


3? ? path library design agencies should not test their programs.


In many sense, a project or a program design agencies is a living organism, it also has psychological problems. Furthermore, in most cases, people are all a given date, the cost of programming a certain ability to measure the program design agencies and project managers. This is a reason for Cheung to do the time and cost targets are easy to measure, but it is difficult to measure the reliability of the program. Program design agencies to test its own procedures in open-minded when it is difficult, because if the test with the correct definition of view, it is unlikely to be completed as scheduled test is also likely to limit the cost of waste within the requirements. .


Software for production of the three most important factors are: quality, schedule and cost.


Computing technology advances, means that the field of information systems in the economic update more quickly. New hardware technologies, all software will become obsolete, the system uses the time to deliver the growing importance of new products at the performance and cost Pi market before other Chanpin replace the time that the market has already narrowed the window. .


Due to cost and schedule constraints to the development of a high quality, rapid delivery and low-cost software products is becoming increasingly difficult, which means achieving the three objectives to be difficult. Therefore in software product development will have to balance the relationship between them, so that software features to meet user's requirements, which means that the software product characteristics measurement and is expected to be necessary.


Software testing by an independent testing agency to bear a lot of good. Independent testing is software testing conducted by the independent economic and management organizations in the development sector. Independent testing to avoid software developers test their software developed, due to psychological problems, software developers is difficult to objectively and effectively test their own software, and identify the problem because of errors caused by misunderstanding is even more difficult.。.


Using independent testing methods, both in technical or management, to improve the effectiveness of software testing are of great significance. .


① objectivity.


On software testing and software errors hold an objective attitude, this attitude can be solved objectively test the psychological issues, both software can expose the wrong attitude to work can not be found errors. Economic independence of their work more fully the conditions of the test required to complete. .


② professionalism.


Independent testing as a profession, in the long course of their work is bound to accumulate a lot of practical experience and form their own professional advantage. Software testing is also highly technical task that requires a professional team to study and carry out the practice. Specialization is to improve the test level, to ensure test quality, fully test the effectiveness of a natural way. .


③ authoritative.


As the professional advantages, the formation of independent test results more convincing force and the test results and the software is often linked to the quality evaluation by a professional evaluation of independent testing agencies, more objective, impartial and authoritative. .


④ resources guaranteed.


Independent testing agency's main task is to conduct an independent test, which makes testing of its funding, manpower, and Jihua provide a more assurance, the development of pressure will not Yin Wei Jian Shao right test of Touru, reduce the test's You Xiaoxing, avoid the development of Danweicezhong software development and testing work on the negative impact. .


6. good test engineer qualities.


Are testing the most valuable and most important resource, not a qualified, positive test team, testing can not be achieved. However, in the software development industry has a very common habit, it is to Naxie Jingyanzuishao the novice, Meiyouxiaolv developer or Bushi He dried Qitagongzuo of Ren Quzuo Ceshigongzuo. This is absolutely a short-sighted behavior of a system to effectively test the skills needed to carry out software development requires absolutely better than less, in fact, testers will receive a very wide range of experience, they will encounter many developers can not problems. .


① communication skills.


An ideal test with the test must be able to communicate to all involved with and technical (developers) and non-technical personnel (customers, managers) communication skills. We should not only can users get along, but also with the developers say it would, unfortunately, no common language of these two types of people. And user talk will focus on the system can correctly handle on what and what can not handle. And instead developed by the same De information about when, on the Bi Xu Qiang reorganize these words are expressed in another one kind, test Xiaozu members must be equal to communicate with users and developers. .


② empathic abilities.


And system development related to all personnel in the state of both concerned with and worried about the state of flux. Users worried that using a system that does not meet our requirements, developers are worried that the system requirements is incorrect and force him to re-develop the entire system had to, management is worried that the system crash and Shita reputation. Test and every class of people who must deal with, so group members need to test each one of them has sufficient understanding of and sympathy with these abilities can be tested and Xiangguan staff conflicts and confrontations between staff to minimize . .


③ technical capabilities.


On the whole words, developers do not understand technology, people who hold a contempt attitude. Once the test group had made a mistake a member of the determination, then their credibility will immediately be spread out. A test must not only understand the concept of software system under test and also those who will use the engineering tool. To do that needs more than a few years of programming experience, early software development experience can assist in developing a more in-depth understanding of Guo Cheng, Cong development officer's perspective Zhengque Di evaluation test persons, simplify the programming of automated test Gongju learning Quxian. .


④ self-confidence.


Developer accused the testers went wrong is common to test their views must have enough self-confidence. If you allow others to their own means, east or west, you can not complete any more things up. .


⑤ diplomatic ability.


When you tell someone he was wrong, it must use some diplomatic way. Tactful and diplomatic approach will help maintain collaborative relationships with developers, test developers in the telling of his software errors, they also need some diplomacy. If the approach is too tough, the test persons, in the future cooperation and development sector is equivalent to "win the war but lost the battle." .


⑥ humor.


Quibble in the face of the case, a humorous criticism would be helpful. .


⑦ a good memory.


An ideal tester should be able to previously encountered a similar error from the memory of deep excavation, the ability to test the value of the process can not be measured. Because many emerging issues and problems we have found almost the same. .


⑧ patience.


Some quality assurance requires incredible patience. Sometimes you need to spend amazing time to separate, identify and assign an error. This work is the person who can not sit still completed. .


⑨ skepticism.


It is expected that developers will do their best to explain all the mistakes in the past. Measurement type must listen to each note, but he must remain suspect until after he read. .


⑩ checked.


Dry test is easy to make you lazy. Only those with self-supervision and the ability to be able to make their normal daily work. .


⒒ insight.


A good test engineer has a "test is to undermine the" point of view, the ability to capture the user perspective, strong quality of the pursuit, attention to detail, ability, application of high-risk areas in order to judge the key link for the limited test. .


VII. references.


The principles of software testing: software testing from a different point of view will be derived from two different test principles. From the users point of view, is to be able to fully exposed through the software testing software problems and defects, so consider whether you can accept the products; from a developer point of view, is to test the software product does not exist to show that the error has been correctly realized the needs of users, to establish people's confidence in the quality of software. .


In order to achieve the above principles, you will need to note the following:.


1. . Should be "as soon as possible and keep the test" as the developer's motto. .


2. the programmer should avoid checking your own program, the test should be administered by an independent professional software testing institution to complete.


3. . Should be considered when designing test cases to the legal and illegal importation of inputs and a variety of boundary conditions, special circumstances to create extreme conditions and accident conditions, such as network abnormal interruptions, power fail and so on. .


4. it is important to note that tests the error occurred, and the programmer of programming standards and practices has a lot to do.


5. . On the test error results must be a confirmation process, usually by the A test showed that the error, there must be a B to confirm that serious errors can be held for discussion and analysis will be assessed. .


6. strict test plan and test it to make lax, do not want completed within a very short time a high level of test.


7. . The relevance of regression testing must be given sufficient attention, to modify an error and causing more errors phenomenon is not uncommon. .


8. keep all test procedure document, significance is self-evident, as reproducibility of tests tend to rely on the test document.


In software testing environment and how to configure the software test environment to test with an important stage in the implementation, testing, or would adversely affect the environment for the authenticity and validity of test results. Test environment, including hardware environment and software environment, the necessary hardware environment that tests the server, client, network connectivity equipment and printers / scanners and other hardware devices supporting the environment posed; software environment that tested the software running the operating system, database and the environment posed by other applications.。 In General, you can configure the primary test environment: follow these guidelines.


1. . Meet the minimum requirements to run the software. Test environment to support the software first to ensure normal operation. .


2. selection of the more common operating systems and software platforms. For example, if a software claims to support "9X/ME/Windows NT Workstation/2000 Professional" and "MS Office 97/2000/XP", we will use such as "Windows 2000 Professional + MS Office 2000" popular environments.


3. . To create a relatively simple, independent test environment. In addition to the operating system, test machine to install software only to run and test the necessary software, so as not to affect the test is not related to the implementation of the software. .


4. non-toxic environment. Use a valid genuine anti-virus detection software environment to ensure that there is no virus in the test environment.


Auxiliary test environment is often used to meet different testing needs or special test project:. .


Compatibility testing: meet the software requirements, you can select some of the typical operating system and common application software installation uninstall and major capabilities.


Simulate the real environment test: Some software, especially for the popular commercial software, often need to look at the test's performance in a real environment. Test antivirus software, such as scanning speed, the hard disk layout of the proportion of different types of documents to the real environment as close as possible, so test out the data have actual meaning. .


Horizontal comparison test: use the auxiliary test environment "clone" a fully consistent test environment, thereby ensuring that all of the measured contrast software equal.


Source: http://java. . Ccidnet. .com/art/3539/20080307/1383707_1. . Html1. . For free games, and should operate for a period ahead, making a peak time online you can start to create profits, instead of waiting until after the online real for stable operation. .


2. Although free user is also an important part of the game for free, but as a free game of operation, should pay greater attention to the needs of users. Aspects: powerful marketing capacity, convenient and extensive sales channel capacity, laying a solid ground to promote capacity, stability and smooth operation of the base platform structures capability, fast and accurate analysis of the feedback collected user views, close and effective communication with the development team, undergone a user the ability to attract and transformation, a profit gets ability. . The operation of the network during the game, the user is to have fun and not through the product obtained through the Service fun, the service is to help users get more smoothly fun. Therefore, to improve our products should be the online game operator in question must first be concerned. This is what many domestic online game can survive and develop the core reason why many products fail to introduce a major culprit. Many online games are usually only in closed beta and open beta phase for large-scale market promotion, since they survive on its own, often to the critical situation has been unable to change the time.。 MMORPG has a key role in developing the concept, the challenge is the game's overall ability, the ability to play a role in the main time-dependent, can leave players and independent existence, the game can generally be set up more complex relationships, each game duration.


Casual games generally do not have the concept of the role of culture, the main challenge is the player's response and spatial ability, the capacity of the role of the game depends on the player's own ability, out of a specific player is no sense, the game does not exist complex relationships, short duration of each game. .


From the above analysis we can see that although the MMORPG development time is relatively long, development costs are relatively high, but the game's relatively high viscous, relatively easy to obtain a certain number of online. While casual game although shorter, less expensive, but for a game require a very high quality, but also for the players of the viscosity is low, as soon as you do not have a sufficient number of attractiveness are online will soon fall to zero.


Thus, relative to the MMORPG, the higher risk of casual games, but the ability to create profits may not be higher than the MMORPG. Game. .


Challenges in human physical, intellectual, emotional, social and other areas of entertainment activities.


Video games. .


Computer-mediated game.


Online games. .


Through the computer network of the game.


Role-playing game. .


Games to choose one of the given role to play in the given situation of the game, the players in the game and accept challenges are closely related to the role.


Massively multiplayer online role-playing game. .


Through the computer network of the single highest in a given situation can accommodate 1000 plays a different role players of the game.


Online game operator. .


In order to provide smooth good players gaming experience and commercial process. First, the network game how to select a product.


Enterprises for network game operators, the survival and Fazhan the foundation is the introduction and operation of online games products, its main Touru and facing the biggest Fengxian also from Yu Zhegehuanjie. Therefore, how to choose exactly the product is bound to become the major online game operator enterprises need to solve the first problem. .


Network game to introduce the fundamental purpose of the agent product is through the operation of the network game products enable businesses to obtain sufficient profits, personal view, select a product when there are three levels of factors need to be considered.


First need to consider carefully and be sure of marketing considerations. .


This is because a network game products, if you are unable to meet the market demand, so even the production of more sophisticated also will not be available in the operation process. Therefore, in consideration when choosing the introduction of the product, you must first find the product of their market space. Specifically, at the marketing level, you can start from the following focus: to examine the product.


1. . Fashion trends and evolving user tastes change. .


Online gaming as culture by consumer goods fashion trend of strong impact, to be able to meet even lead the trend of product to get the mass of hot pursuit in order to win a defined. At the same time, users of consumer tastes are always changing the process of evolution, the need for continued attention to carriers and understanding.


Online game operators in this area is in the choice of products when companies take part one of the most difficult and also the introduction and operation of online games there is always one of the underlying causes of the opportunity. It needs for long-term observation of the market and users have accumulated, keen sense of understanding and a unique grasp. .


2. Subdivides the market space.


Online game development in China today, can not even unify the world super-rang all over all over the PW also has its own living space, this is because the existence of market segments. Therefore, if a product can satisfy one or several segments of space needs, it also has a very good profit potential, worthy of consideration agency and the introduction of operating businesses. .


In this section we need to consider the factors contributing to gender differences, geographical and cultural differences, differences in economic development, cultural differences and other users.


3. . Product innovation. .


Product availability and existing products currently on the market of these innovative characteristics? if it is possible to target user groups are accepted and loved?.


Innovative products can also be subdivided into the game kind of innovation and innovative game modes, this part is difficult to grasp. Product innovations, and it can be accepted by the user is more difficult to judge the place. .


4. The product is a popular product II.


This means that it already has a huge user base in the discussions and look forward to this product. Not difficult to understand, popular products continue to always be able to occupy a more favorable market position. .


5. The product is already in the target market with a certain degree of popularity.


Select this product can be more easily enter the target market, marketing can be a more significant reduction in input costs. .


6. Whether domestically produced products.


As national policy guidance, and imported games compared to, domestic work Zai through the national competent Jiguan Shenpifangmian threshold exists almost Bu, Bing Ju Cheng Ben in the agency, follow-up Kaifa support, user acceptance Duo and other aspects, domestic games are also an advantage, Geng Rong Yi survive in the market, so the quality difference when the game is not the case, individuals that can pay more attention to domestic games. .


Secondly, we need to focus on is the quality of the product itself. Practically networked gaming industry after so many years of development, the carriers have established their own product testing and development of their testing and evaluation system for all companies choose the product offers a number of valuable suggestions, becomes the network game is composed of the most important one.


However, despite the current game for network testing products Depin Zhi Yi Jing 比较 specification, but Haishi You Henduochanpin Jingguotailiang Ceshipinggu Yinjinzhihou product quality was found to Zai Yan Chong that existed on the hidden dangers and, ultimately, Yun Ying failure, Zhe Yang's case Bingfeishaoxian. So here, for routine quality testing in the work of some individuals in the accumulation of ideas. .


We are aware of online gaming products should be classified into rigid and soft indicators to assess the two parts. These specifications include:.


1. . Products server / client software to run smoothly under nominal load conditions and stability. .


2. Product server limit/stable/peak load capability.


3. . Product client software for the hardware and software platform, demand conditions. .


4. Product client software for hardware and platform compatibility.


5. . Products under a variety of bandwidth requirements. .


6. Products-external/anti-hacker/anti-private servers security.


7. . Products related to the availability of comprehensive and detailed documentation. .


Soft assessment primarily targeted at game playability, qualitative evaluation, belonging to the tester's subjective effects of relatively large, is also the most difficult to grasp in product testing. According to the user in contact with product order, soft assessment include:.


1. . Product content is consistent with relevant national regulatory requirements and regulations, can be accepted by the target user group. .


2. Product performance and sound performance.


3. . Products are easy to use, the product is simple and convenient operation, the product help system is complete novice. .


4. Products at various stages to provide users with the goal of pursuing and fun.


5. . Of product and system design balance. .


6. Product design system and the richness of the tricky (and can allow users to continue to experience the joy of fresh and stay in the product).


7. . Product user interactive system design (product can provide to users a comprehensive and fun interactive experience). .


8. The product is a game world provides a self-contained world view.


9. . Product Bug circumstances exist, whether there is cause a serious crash the game Bug. .


10. A comprehensive assessment of the product playability (although the front nine content we can give the assessment results, but in a network game, by adding some simple does not mean that overall, so we also need to test the user for products and the overall feeling, visit products can provide the user with the ability to easily experience the fun of the rich — simple sentence: product really fun).


On selected products, and the third dimension is comprehensive, including products also needed to focus in the choice of a number of other important aspects:. .


1. Product input-output forecast.


2. . Product profitability to support capacity (whether by time or props fee charges, operating profit for the product design is full, perfect to achieve the design goals). .


3. Operational support (the main investigation products provides server management tools and GM tools feature is perfect and reliable, it is possible to provide adequate support for the operation of the capacity).


4. . Development team to support and follow-up development capacity. .


5. Product marketing material resources (whether for marketing products to provide rich text, images, videos and other format material resources for use).


6. . Whether the product has been officially operating overseas, operational situation. .


Second, the network game how to organize business processes.


Having established products, Jiu need to proceed to develop the overall operation Jihua, Genju companies require Decomposition Project objectives, time-Dianfenjieduan pm Cengci determine the functional departments needed to accomplish the work, and Suishijiandu feedback, to promote the scheme completed on time according to amount of shelf life. .


General online game operators based on the work of the different nature of the internal division of the Marketing Department, Sales Department, Operations Department, Technology Department these four functional departments, as a product of the operation involved more links, but after years of development, a lot of work has become routine, instead, only simple lists themselves in the work of some of the accumulated experience and personal opinion it should be noted that in some places.


1. . Product positioning. .


For any online game operator, from a marketing perspective, the Organization will need to process a unified product positioning as the starting point. This unified product positioning contains our product "what" and "for what kind of person to play the" clear information.


Product positioning induction from three extraction: First, inherent in the product itself, then is not on the market, the third is suitable for the target user group needs. .


For a product, the company internally should revolve around product positioning to organize product management process, you should always insist on various channels use uniform distinctive product positioning, product possible audiences in a very clear impression.


2. . Product level should always focus on the operational processes to organizations. .


Personal opinion, network game, for product research is designed to serve the operational practices, to create more value, so the network game products work should focus on operational processes to expand, and on the basis of product promotion and operation of the different focus timely conversion.


3. . Operated by the location of various departments in different periods and the role is different. .


Product introduction and promotion of the early years, the company's Marketing Department should become the engine of the project, according to the marketing plan of requirements for other departments to coordinate the work. The product launched open beta, the focus of the project should be transferred to the operations department gives greater permissions for operations into the Organization and coordination at the core of the project.


4. . Pay attention to and study the user feedback. .


Many network game of CS department often turned into a company inside one of the most closed, simply complete the static one-way service work, become passive loudspeakers. I personally believe that customer service departments should be located on a network game at the forefront of the information bridge, they not only need to do a regular service, the more you need to pay attention and research analysis comes from a user's information and feedback, and at the same time, these developments will be promptly delivered to the company decision-makers and relevant departments. . .


5. Free games operations and marketing.


For free games, the operation is sold, sales process directly depends on the game operator fees props consumption, depending on the operations and operational aspects of the product can make the initiative work. Games with time charges compared to the strength level of operational capability greatly influenced the sales, so if a simple sales, its sales could improve the role of relatively limited. .


Personal opinion, free games, should strengthen the integration of operations and sales, operations for improved user points consumption so as to enhance user recharge amount to assume greater responsibilities and provide a greater incentive policies, operational processes more open, more efficient way to mobilize the sector and the enthusiasm of the staff.


6. . Ground promotion should be careful. .


Online game development, the massive human sea tactics of online game ground promotion has gradually lost its initial results, often pushed into the carriers high investment low output low thing to do.


From now, the ground game for the network has not yet worked out a more effective promotion of measures and methods, so in this regard should be more careful to avoid blind investment company. .


Third, how to coordinate operations and development.


Wang Luo game fundamentally is single-handedly created by the development team's, so the product side, the development team Biran holds dominance and led position, that position should Pipi Ding Ye Bu Huozhexiaoruo, Fouze Yi Fangmian team's enthusiasm and confidence heart will be hurt, on the other hand will also make the development team into a loss of the confused state of product development to greater losses. .


However, the network game is to provide user services, user acceptance, online gaming products in order to generate value, especially for the needs of users is the only point of focusing on development, to let the development effort, with minimal input gets more value. At this point, are often in direct contact with the user's operator to better understand user needs and product deficiencies, while operators strive to make products of maximize operational practices also contribute to operation hope in product development for a greater say.


In this case, paradoxically, produce is inevitable. .


By Korea development team and internally practical cooperation for the development team, personally think that the solution to this problem is not what the ingenious ways and means, the following is a summary of some of the experiences of individuals:.


1. . Respect for the team's leading position in the product. .


This is a development team to communicate effectively. Network game not according to order production of the commodity, but a development team's creation, which embodies the development team a lot of unique ideas and personalized for the game. This fundamentally determines the development team led by operators to organize product development is the ideal situation is actually very difficult to determine. From the creation of excellent game products, has its own personality development team is not a bad thing.


2. . Fully understand the development of products. .


Online games for every system is in a certain development under the guidance of the formation and interconnected, for a system of change often involves changes of other aspects, as the saying goes, "a body", it is not difficult to understand. Due to the constraints, the operator usually only from the outside and surface looks to understand and grasp the network game products, so it is difficult to be more thorough understanding of product systems development, while the development team often lack strong communication skills. Then you need to carefully read the product documentation as well as to communicate with the development team repeatedly to fully understand the product development ideas, on this basis, led to a consensus was reached.


3. . Empathy, understanding both their starting point. .


Development and operation are the same something composed of two, both sides Division is different, the same objectives and mutual relations of cooperation, not confrontation. Therefore in the operation and development cooperation, should use empathy, understanding both sides of exact intent and limitations placed on both sides, so that both sides have their results acceptable to all.


4. . Diligent communication and seek common ground. .


Development and operational point of view of the product, the position is different, in the face of the object, so it is not possible to reach exactly the same. Recognizing that, in dealing with the relations between the two sides came trouble, diligent in communication, and as far as possible, establish a permanent communication between the frame and try to make it fully functional.


In this regard it should be noted the operating side of the strategy and plan timely information development team, and fully discussed with the development team, according to the views of the development team on the operational strategy and plan the necessary amendments to improve, and to ask the development team to ensure the development agenda implemented as planned. .


The development team the feedback information, you should make sure that the related operations to keep abreast of, and ensure both parties information delivery channel of bidirectional flow and coherent.


In the coordination of operations and development work, should also pay attention to ensure that both the communication channels to transmit information to the consistency, if not necessary, as far as possible the only interface to people. In an interview, "Beijing News" reporter's interview with Shi Yuzhu said:. .


"I concluded a strategic, health products, must meet two conditions. The first is valid, the second is this effective perceived by the consumer, he wants to tell others, only be perceived to be doing great. Both of these is the Foundation. Cheater products firm cannot do, to the development of one of the most successful in the history of China's health care products, you only need 500 million. A cheater product approval to 20 million, since in order to develop, then why not do the best? ".


"As online games and health care products, the first principle is fun, must be the most fun. The second principle is that the players felt was fun, but fun to tell other people.". .


Everyone thought that success tips, it seems that it is a sentence of Tibetan mantras in the hearts of the successful, as long as he tells you, you will be able to read the same success. The result is to be honest no one believes that myth is well-behaved, and worshipped. For example, Shi Yuzhu, he said that my game has "fun" to do, or it may be the most fun in China ", and" really "feel" is a player, this is the most certain big truth, is the key to his success in front of you, into your hands, unfortunately no one wants to believe. . .


Marketing is effective, but by no means universal. A game you can rely on the success of marketing in the early days to a certain number of players into, but you want to let you immerse in the adult worn in a cheerless for so-called "junk" game and a lot of money, ask yourself, what kind of marketing may let yourself willingly? players really are stupid? no fun junk game can make so many people crazy input? another problem, when all the players in your game is rubbish, not funny, what online marketing to promote sustained rise in the number of rather?.


Game developers because of their blind pride and disdain to study the widely popular online game players like China's "Legend," "Legend of the World," "journey", "Demon" These games, which they saw as a technologically poor, low-level "soil" in the game, it bothered to study in China, the overwhelming majority of the number of "migrant workers" who needs a network game, the result is lost the golden key to open the online game market.。.


"The first principle is fun, must be the most fun. The second principle is that the players feel the fun is, and take the initiative to tell others about fun," and this saying is easy, how difficult it is to do ah! But we chosen to put the most difficult as the easiest, this is the saddest of the Department. .