Station B wants to remove the game business
There have always been rumors that Station B "will be on par with bytes and the game development will be fully cut", but not long ago, some insiders of Station B said that these are false rumors, and only some project adjustments.
Phoenix.com Technology.
However, although the rumors are not true, the game business of station B is indeed not good.
According to the financial report of Station B, its game business revenue in the third quarter of this year was 991.8 billion yuan, a decrease of 33%, in the first three quarters of this year, the revenue of the game business was only 58% of that in 2021.
b Station Financial Report.
In the first half of this year, the two games that contributed the most to the revenue of Station B were the two old-timers "Blue Route" and "Fate Grand Order".
B station actually launched a lot of new products in the second half of the year, but there were not too many splashes, and "Shine!", which is regarded as the "hope of the whole site"."Youjun Girl" was voluntarily removed from the shelves after only 9 days of being launched in the open beta.
Only the newly launched "King of Nasalik" is still on the list, and the rest of the products launched in the second half of the year are basically wiped out.
dataeye
It can even be said that since "Blue Route" and "Fate Grand Order", the games of Station B have not been popular so far.
Station B, which started with ACG and games, is indeed a bit unbelievable that the game business is so difficult.
The game business used to be the largest revenue of Station B**, among which, "Fate Grand Order" in 2016** and "Blue Route" in the following year** definitely contributed to it.
In 2018, the game business revenue of Station B increased by more than 500% year-on-year, accounting for 83% of the total revenue of Station B.
Another mirror. Relying on the huge amount of revenue brought by the game and the high popularity, Station B knocked on the door of the NASDAQ and was successfully listed.
Perhaps happiness came too easily, Bilibili believes that the game business has been relieved, so instead of continuing to consolidate its achievements, it has turned to diversification.
Sina Finance. In the past few years since its listing, Bilibili has continued to strengthen de-gamification and de-two-dimensionalization, with the overall growth of advertising and value-added services, and the decline in the proportion of game business.
However, Station B failed to meet the next "Fate Grand Order" or "Blue Route", resulting in a rapid decline in the game business, far exceeding expectations.
Another mirror. In 2021, Bilibili invested heavily in game companies, trying to capture the next miHoYo, and at the same time, it also planned to start its own self-developed game path.
But it turned out that this way was not working, and the game business continued to decline, even if CEO Chen Rui took over the game business last year, there was not much improvement.
With the intensification of the supervision of youth games and the overall shrinkage of the game industry, the game business of Station B has changed from a pillar of revenue in the past to a "drag oil bottle".
Therefore, while reducing costs and increasing efficiency, the "uncle" cut the loss-making game business, and many studios were laid off.
Oriental Fortune Network.
From the revenue pillar to the "oil bottle", in just a few years, the game business of station B has become like this for the following reasons:
In terms of ** games, station B has missed hits one after another, and the majority of its own game profits are still those two old-timers.
In terms of self-developed games, the self-developed experience of station B is not rich, according to Chen Rui, the self-development of games is too open, and the direction is unclear, resulting in a waste of resources.
Moreover, the "de-gamification" before Station B was too much, and the forced de-labeling will inevitably lead to a sharp contraction of the business.
In addition, the games of station B tend to be two-dimensional and relatively simple, which also leads to the promotion effect of other styles of games on station B is not ideal.
No matter how big the other businesses of station B are, the second dimension and games are still the basic disks of station b, and other businesses cannot be replaced.
The advertising business depends on the budget of the advertiser, and the live broadcast and value-added business depends on the mentality of the UP owners.
In contrast, whether it is ** or self-developed, the initiative of the game business is still in the hands of station B, so it is impossible for station B to completely remove the game business.
However, it is not easy to get the "oil bottle" up again, and there are not many ways for station B to choose in the case of lack of development space.
Station B's game business, how to save it, it is estimated that it will give the "uncle" a headache for a long time.
References:
Another mirror: The game of Station B is still unclear.
New Position: Station B's game revenue fell by 167%
Internet**. Edit:Chen Zhanxiang.