CBN Friday Special丨Does spring finally come for gaming industry as new licenses “unfroze” ？

t it doesn’t mean that game studios can all sleep in comfort, particularly for some smaller companies that did not manage to get through the winter. In fact, among the new list of approved games, most are from small and medium-sized game manufacturers. However, these companies have been struggling to stay afloat. For instance, some got into problems with operations in the past year and are currently unable to be reached, while some companies' websites are temporarily unavailable.

According to media reports, over 14,000 small studios and gaming-related businesses closed doors in 2021 after license approval was halted. And big names like NetEase, Baidu, Lilith, IGG, and Perfect World have all been forced to re-organise or even disband staff during the “long winter”.

S: In fact, compared to larger companies with more abundant game titles in their reserves, smaller companies are usually the hardest hit by the license freeze policy. For the latter, sales from one or two titles accounted for most of their earnings. Thus, smaller companies are far more dependent on the launch of new titles. And some small- and medium-sized companies had to scale back new business expansion plans and trim staff to reduce costs.

R: Larger companiesare not immune to the recent regulatory headwinds either. NetEase and Tencent Holdings, the industry’s two largest players by sales, have seen their shares tumble over the past year, reflecting investors’ concerns about regulatory uncertainty. Shares of NetEase have been slashed by nearly 30 percent and those of Tencent are more than halved since their peak in February 2021.

Resuming license approval is without doubt a good news for the gaming industry. However, there are just a handful of Chinese companies behind the creation of the 45 newly-approved games, and they account for less than half of the 87 titles granted last July. And the monthly average number of issued license has declined from 765 in 2017 to 57 in 2021. Gaming companies will face more intense competition amid the tightened regulation.

S: That’s one of the reasons why gaming companies including NetEase are also ramping up their push into overseas markets. Experts said that as long as the demand of licenses exceeds the supply, launching games overseas will remain a must for gaming firms. A total of 38 Chinese game publishers made their way onto the April list of the top 100 global mobile game publishers in terms of revenue, according to mobile app data analysis firm Sensor Tower. Last month, the 38 Chinese game developers garnered over 2.3 billion U.S. dollars worldwide, taking up 41.8 percent of the total revenue generated by the top 100 firms on the Apple App Store and Google Play.

R: But going overseas isn’t the solution for all their problems. At the end of the day, the huge domestic market may still be the major stage for most of gaming companies, especially smaller ones. After all, China remains the world’s largest gaming market, with sales increasing by 6.4 percent to reach over 290 billion yuan ($46 billion) in 2021, according to the China Audio-Video and Digital Publishing Association.

S: Facing increasingly fierce competitions, gaming firms need to improve the quality of their products. For example, Tencent said on Wednesday that they will release fewer games than before, and focus on developing products with bigger investment and higher quality, as users’ standards of games are also evolving.

Also, it’s vital that they strictly follow the regulations that give bigger chances to gain license approval. For example, among the 45 games that received licenses last month, most do not require players to invest a lot of money or time, which is in line with the regulation against video game addiction.

R: But the problem is, these leisure games are offered to players for free while developers make money through placement of advertisements within the games. Unlike traditional video games, they often lack a stable fan base, meaning they must spend heavily to grow a big enough user base of players to attract advertisers.

S: It’s indeed a difficult joggle. But there are still some other directions they could take. Games that promote positive moral values would go well with regulators. For example, the game "The Way Forward" with the theme of the Long March focuses on historical event, and "Master of Pottery" promotes Chinese culture.

R: These are some good examples. And don’t forget the importance of creating a game that can better adapt products to the development and changes of the market. As firms are competing for fewer new titles, they still trail their international rivals in creative design though they have caught up in areas such as technology.

S: The good news is, local governments are stepping up policy supports to build their own healthy and fast-growing gaming industry. For instance, the Hainan provincial government has issued several beneficial documents to help the development of the game industry since 2021. In April last year, the Ministry of Commerce issued a document in which it proposed to "support Hainan's development of the online game industry.” And there are four game companies from Hainan which did win the latest license approval. The government's support shows that the market is gradually paying attention to the potential and innovation of small and medium-sized gaming enterprises.

R: Moreover, China’s top political consultative body reaffirmed the country's support for the digital economy on Tuesday, which injected much-needed confidence in China's digital prowess. Tencent’s gaming sector remained generally stable in the first quarter of 2022 with 43.6 billion yuan in revenue, among which revenue from the domestic gaming market edged down 1 percent to reach 33 billion yuan, beating forecasts, the titan’s latest financial report said on Wednesday.

Also, Tencent has pushed for overseas growth since last year, with over 10 billion yuan of revenue from the international gaming market in the first quarter, up 4 percent year on year, offsetting the downward pressure at home. Moreover, Tencent is developing new games to boost the potential for growth, with two of its new games released in the past two months and winning high places in games ranking.

S: So for top-tier companies like Tencent, the resuming of game license approval has brought their gaming sectors back to lives. And it sent a signal to the industry that long-term prospect remains positive, as the market has gradually warmed up and recouped from the regulatory crackdown.

R: Right, all the talking made me want to play some game now. Hey Stephanie, do you still play “Hornor of the Kings”? Care to join me for a round?

S: You bet I do! That’s my all-time favourite! So what do you think about my avatar’s new costume......

网络一些游戏原版号经过八个年底的“寒冬”，终于再创第一个“初夏”。

4年底11日，国家新闻出原版署Twitter时隔8个年底公布了不断格外新的网络一些游戏批核文档后，总计45款一些游戏在这一装配中都拿到了原版号。

而在原版号以后时间段有可能的八个年底中都，一些游戏子公司经历了工程建设吊半、重整降本、股价触底等多重近日。对之外大型企业来说，原版号据报导分发，已是耽误的好消息。据新闻报道，在这一批拿到原版号的45家子公司中都，有之外子公司的经营者状况出现了异常。其中都，有子公司目前处于无法连系的正常，亦有之外子公司的网页暂时无法访问。资料推断，2021年原版号暂时中止分发的五个年底内，总计1.4万家一些游戏相合关子公司吊销。

不难看出，与拥有非常丰富一些游戏人力资源的一些游戏亿万富翁相合比，受原版号上交直接影响格外大的不一定是中都小型一些游戏大型企业。但这十分也就是说一些游戏亿万富翁可以幸免其中都。一些游戏亿万富翁网易一些游戏和搜狐一些游戏受原版号上交直接影响股价大跌，相合比去年2年底高位，如今网易股价跌幅近30%，搜狐甚至已腰斩。而在去年原版号上交的八个年底里，网易、搜狗、莉莉丝和完美世界等一些游戏子公司亦不得不重整降薪。

不过，原版号以后分发，也不也就是说一些游戏大型企业立刻可高枕无忧。资料推断，原版号越来越稀缺而今全然。此次分发原版号的需求量共计45个，而上一次分发原版号还是去年7年底，共计87个，此次减少了近一半。将近，2017至2021年，都有年底均印发的原版号需求量呈日趋逐年递减的颓势。2017年不等每年底分发765个原版号，2018年为288个，2019年为114个，2020年为109个，2021年每年底不等仅仅发57个。

一些游戏服务业如何应对越发激烈的原版号竞争？一些游戏大型企业所述的求生之道，一是上船，另一个则是提升一些游戏质量。

在原版号以后日期有可能的这段时间段中都，为了降低自身运营高风险，多家一些游戏制造商都选择将上船作为2022年蓬勃发展的重点朝向。此番指出，既定的上船计划十分会因为原版号的以后而暂时中止，由于原版号分发的需求量限制致使的供绝不求，一些游戏上船对国际上制造商来说仍是一项“刚才可”。根据伸展运用资料分析子公司Sensor Tower的资料，今年4年底，全球营收前100名的伸展一些游戏制片商中都，总计38家中都国一些游戏制片商TOP。上个年底，它们在全球拿到了最少23亿美元的盈余，%iPadApp Store和谷歌Play前100家子公司总盈余的41.8%。

此外，一些游戏制造商也才可在自身的素材上更进一步同步进行打磨。例如，在5年底18日的一季度财报电话会议上，搜狐管理层暗示，相合比以前，搜狐的一些游戏厂家需求量要少，但是格外加聚焦于开发设计和大受欢迎投资格外大的一些游戏厂家。客户端的品味不断提升，对一些游戏厂家的质量要求也越来越高，无才可搜狐在几个比较大的一些游戏几部上投身于格外多人力资源。

此番看来，原版号申请最重要的还是素材的监管部门，这给一些游戏大型企业带来的奥秘是，在厂家的外观设计和生产中都，要在素材多方面格外加谨慎，尽可能素材心理健康和对商品的敬畏决意。例如，此次拿到原版号的45款一些游戏中都，娱乐区、角色扮演、策略一些游戏是主要类型，游戏在其中都投身于的时间段、积蓄成本都格外小，符合网络一些游戏防沉迷的规定。但对于上网的娱乐区一些游戏，盈余来源主要来自一些游戏中都植入的广告，这就也就是说，一些游戏大型企业无才可投身于款项以蓬勃发展游戏规模，以吸引商业性的投身于。这又让中都小大型企业陷入新问题。

此次获批的之外一些游戏，也提供了解决新问题的角度。比如：纪念长征为主轴的《前进之南路》，将卡牌策略与真实历史相合融入，让游戏在重大历史节点中都这两项正确的选择；求生模拟类一些游戏《荣誉打工头》，游戏无才可扮演一名穷苦的打工头，为自己和家人捍卫格外好的生活；水墨主轴的揭示职模拟经营者类一些游戏《水墨大师》，阐扬了中都华优秀民俗——这些一些游戏给面临新问题的大型企业做了自视：要不想在竞争中都选拔赛，外观设计一款文艺作品非常丰富、又能够体现现实主义和阐扬宣传乐曲的一些游戏几部或许是个好方法。

除此以外，此次获批的一些游戏中都，有之外大型企业的衰败离不开当地政策的拉拢。贵州当地就印发了多项受到影响元数据助力一些游戏服务业的蓬勃发展——此次人员名单中都，来自贵州的一些游戏大型企业则有4家。2021年4年底，部委印发了《贵州省服务业扩大开放总合试点重大工程建设》，该方案中都重申“追寻将国产网络一些游戏试点批核权下放贵州，支持贵州蓬勃发展网络一些游戏服务业”。这也说明，一些游戏商品关注到了素材的产出绝不仅仅分散都在北上广淡或是一些头部大型企业，也应格外加关注中都小大型企业的潜能和创新性。

以后分发一些游戏原版号后，一些游戏业在慢慢消化监管收紧等直接影响，各种受到影响因素正试图日趋倾倒，行业新时代渐现。5年底17日全国政协召集“推动数字农业持续心理健康蓬勃发展”不定期协商会，给中都国的数字农业大型企业注入了信心。

搜狐新发表的财报中都，一些游戏板块的“整体盘”持续保持稳定。搜狐5年底18日发表的一季度财报公开，一些游戏的业务盈余436亿元；若不计社交网络的业务的腾讯之外，总盈余达到524亿，均持续保持整体稳定。其中都来自国际上一些游戏商品的盈余小幅下降1%，达到330亿元，超出了交易员的预期。此外，搜狐从2021年开始推动海外上升，第一季度来自国际一些游戏商品的盈余最少100亿元，同比上升4%，外加了国际上的下行线负面影响；据了解，搜狐正试图技术发展一些游戏，现在两年底共发表两款新一些游戏，在一些游戏排行榜上总合排名。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI, ZHANG Ran, CHEN Zihui, XIE Kaishan

Sound Editor: ZHANG Ran

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Co-produced by 21st Century Business Herald Dept. of Overseas News Andrew SFC Audio/Video Dept.

Presented by SFC

编委: 于晓娜

精心策划、编辑：李艳霞

播音：李莹亮

撰稿：李莹亮、张然、陈梓慧、谢凯珊

音频制作者：张然

外观设计：郑文静、廖苑妮

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