The state will take action, and the property market may welcome the situationProfessionals advise ordinary people to be prepared for two things!
With the release of a new document, the online gaming industry is about to usher in a major change.
At noon on December 22, the National Press and Publication Administration issued the Measures for the Administration of Online Games (Draft for Solicitation of Comments).
The full article is 11,259 words long and lists 64 detailed rules, such as limiting excessive use of games and high spending, and not setting daily login and first deposit bonuses.
For many bookmakers, the new rules seem to be one"Seven-inch snake", betting ETFs respond**.
As of the afternoon, NetEase stock price** 246%, the market value evaporated by about HK$130 billion;Tencent stock price** 1235%, with a market capitalization of HK$367 billion.
In 11,259 words, the market value of the two giants has evaporated by 400 billion euros, and the strength is terrifying.
The state has taken action, the supervision has become stricter, and how is the development of online games?Does it have a big impact on game manufacturers such as NetEase and Tencent?Is it true that the online game industry will be next, as some people say?"Education and training"？
Stricter new regulations.
This time, the "Measures for the Administration of Online Games (Draft for Comments)" issued by the National Press and Publication Administration is so powerful, mainly because it clearly mentions a number of important aspects around online games.
Specifically, for example, restricting overuse and high-consumption games, stipulating that online games shall not set up inducing rewards such as daily login, first charge, and continuous charge.
If you play games, you probably know that this is actually the default in the gaming industry"Conduct rules"：
Daily logins attract players to retain, and continuous, first-time uploads are also the attractions of game companies"Krypton"important ways.
Now, the new regulations directly and clearly stipulate that such behaviors are prohibited, and the retained data of game companies will not be reduced, user loyalty will not be reduced, and consumer desire will not be weakened, which is bound to attract the attention of the capital market.
Another example is setting a user upload limit.
In the past, there were no specific requirements for this, and there was no maximum limit on the load of a single user, so it's no exaggeration to say that if you're one"Hero players", you can invest millions of dollars in a single game.
For some game companies, this is actually the most important means of survival: the game itself does not have a large player base, but as long as Krypton has strong Krypton gold, the whole game can rely on a small part completely"Rich players"to support.
If users are restricted from topping up in the future, these gambling companies are likely to lose their survival.
In addition, in addition to the specific regulations on game manufacturers, such as the supervision of game version numbers, relevant recharge restrictions, and restrictions on random selection of props, the new regulations also further regulate game live streaming and live streaming platforms, clearly stipulating that minors shall not be provided with services such as live streaming and rewarding for accompanying play.
So, the Exposure Draft is"The strictest new rules in history"It is not only the gaming industry that is more affected, but also some secondary industries derived from it.
Big players suffer, small players destroy?
Since then, only announcements have been made"Draft for Comments"There are no detailed rules and no effective implementation, so the impact on the game industry is difficult to assess, but it is certain that the impact will certainly not be small.
Let's talk about Tencent, NetEase and others first"Game developer"。
The gambling industry has been the most consistent income for these big players**, and they will inevitably be affected going forward as the new rules are announced.
For example, if game developers can't take advantage of this common"Psychological warfare"to encourage players to actively charge every day, then basic data such as MAU, 7-day retention, and ARPU will definitely suffer.
But at the same time, the main games developed by these large game companies are larger, have a large number of players, and do not rely on daily registrations, first recharges, or continuous recharges to make a profit.
In other words, as long as the game content doesn't collapse, even the cancellation of some overloaded activities won't affect the fundamentals.
Strict new regulations"Although the announcement will bring a period of pain to these game manufacturers, it does not mean that the industry will disappear, there will be no room for moderation, and there will still be some room for development in the future.
For those who operate the game on a smaller scale and rely more on a few"Tycoon player"For companies that recharge to maintain small gaming companies, the future may be difficult.
For example, some little-known game developers, the quality of the game itself is very poor, but some of them are attracted due to psychology"Krypton players", but he can also live a very nourishing life.
In the future, with the restrictions on game functions and recharges, as well as the strengthening of the supervision of game operation qualifications, this part will rely on a small part"Rich players"The game company is destined to be devastated.
On the one hand, there are deposit limits for Tycoon players, and on the other hand, some"Psychological warfare"is disabled, the stickiness of users is reduced, this kind of survival-oriented bookmaker"Two treasures"In the case of disappearing, the living space will naturally be greatly reduced.
The online gaming industry is next"Education and training"Is it?
In"Stricter new regulations. "After the release, many feared that the online gaming industry would be next"Education and training"。
The capital market has always been the most sensitive to this kind of news, and because of this, Tencent fell 1235%, NetEase fell 246%, the market value of the two evaporated by 400 billion Hong Kong dollars.
But if we take a specific look at the requirements of the new regulations, it is not difficult to find that this time it is not for the game industry"Beaten to death with a stick"In the future, online games will be restricted everywhere, so everyone just doesn't play.
On the other hand, this new regulation is only a further refinement of some of the previous regulations, with the aim of making the industry more standardized, especially some game manufacturers with kryptonite players will be subject to stricter restrictions.
In addition, the regulation of the gaming industry is becoming more and more stringent, and the market has always had this expectation, but this time the first glance of the new regulations was introduced, and the entire industry suddenly had a stress reaction:
Could it be that the hammer has hit the head, and the online game industry is coming to an end?
But in fact, looking at the future of the game industry, the standardized operation of small and medium-sized manufacturers and some"Dirty hands and feet"It's not clear, but the inevitable consequence of the introduction of the new rules is to speed up the process at best.
Therefore, the fundamental purpose of the new regulations is still to regulate the industry, hoping that game manufacturers will strive to provide consumers with better quality games, rather than thinking about psychological tactics and how to take money out of players' pockets all day long.
As for looking at the gaming industry as next"Education and training", which is actually a bit exaggerated.
Written at the end: after the release of the draft new regulation, the reason why the market reacted so violently was because such an important document was suddenly released, beyond the expectations of a period of time, was produced"Super Double"Effect.
Of course, the new regulations are still in the stage of soliciting comments, and some technical and detailed regulations in the future need more scrutiny, but in any case, the gaming industry will definitely change.