The winter of 2023 is a little more intense than ever, and China's game industry has stepped from the cold winter of version numbers to the cold winter of management methods. On the day of the winter solstice this year, the National Press and Publication Administration issued the "Measures for the Administration of Online Games (Draft for Solicitation of Comments)", Tencent and other game stocks responded, and NetEase fell by more than 30%.
Why is the domestic game industry mourning because of a draft?
To sum up, there are the following points:
1. [National Press and Publication Administration: Online games shall not set inducing rewards such as daily login, first recharge, and continuous recharge].
2. [National Press and Publication Administration: Online games shall not leak state secrets, endanger *** or damage national honor and interests].
3. [National Press and Publication Administration: The technical equipment required to engage in online game publishing business must be stored within the territory of the People's Republic of China].
4. [National Press and Publication Administration: Online game publishing business units shall make reasonable settings for the number and probability of extraction when providing random selection services].
5. [National Press and Publication Administration: Online game live broadcasts must not be rewarded by minors].
One of the most critical points is "".Online games are not allowed to set up inducing rewards such as daily login, first recharge, and continuous recharge
Domestic online games can no longer frantically rely on "class funds" to make profits, can no longer rely on ignorant minors to steal adult bank cards to recharge money, can no longer deceive ignorant local tyrants to spend hundreds of thousands of dollars to be a "cyber big brother", can no longer spend tens of thousands of yuan in a row to 0005% chance of drawing an SSR card ......
One of the typical representatives is the Three Kingdoms Killing, which is scolded by everyone.
Those mobile game manufacturers who rely on cheating and luring classes, and plan to run away as soon as they make a wave, naturally want to grab the sky. Soon after the promulgation of the management measures, there were a large number of voices on the Internet that complained about how miserable they were, how many players wanted to charge money but were restricted, and ...... not conducive to the development of the industry
But in fact, in addition to causing ***, the author is very much looking forward to the implementation of the management measures, because it does objectively hit the serious "pay to win" (spend money to buy victory, also known as P2W) bad atmosphere of domestic games, and may also promote the development of domestic buyout games, which is actually beneficial to the domestic game industry.
Once upon a time, the development of China's game industry was extremely deformed, and some people even formed the idea that they could only be happy in games by spending money non-stop. As the most terrible online game in China, "Fantasy Journey to the West" has only started with a recharge of one million, and the recharge of tens of millions is just right, and there are many players who recharge tens of millions. Although there are many players, 99% of them are part-time players, and the meaning of their existence is to let 1% of local tyrant players have fun. In the game, there are no levels of 1,000 injuries**, and the transaction of this equipment** exceeded 4 million yuan, which is equivalent to a Ferrari or Lamborghini.
This is the reason why NetEase can **30%, and it is precisely because of such an environment that there is a very wonderful joke circulating on the domestic Internet:
Foreign games spend money once to experience the thrill forever, and domestic games spend money once to experience the pleasure for 5 minutes.
Tencent Games: Spending money can become stronger, and the more you spend, the stronger you become
NetEase Games: Spending money does not necessarily become stronger, spending more does not necessarily become stronger, and whether it is strong or not depends on life.
Vested interests in the industry will say that the prohibition of profligacy, flaunting wealth, and P2W is hindering the development of the industry, and if the Chinese game industry can only experience fun through this kind of "fighting for wealth", then I think it is better for this kind of industry to rot sooner.
At present, the main criticism of this management method by ordinary people is that it affects the ** and makes many people lose money, but the emergence of this method is not without warning, on October 19 of this year, the National Press and Publication Administration issued the "Notice of the National Press and Publication Administration on the Implementation of the Online Game Boutique Publishing Project", in order to strengthen the positive guidance of online games, promote online games to promote truth, goodness and beauty, To spread positive energy and promote the healthy and orderly development of the game industry, the National Press and Publication Administration has decided to organize and implement the online game boutique publishing project.
As mentioned in the original text, it is necessary to focus on the essence of the game and correct the algorithm rulesAbandon "krypton"."Krypton liver".At the same time, we must adhere to quality first, strengthen the awareness of high-quality products, and patiently polish the quality of the game.
It has been a few years since the domestic game was proposed,From the beginning of the edition number limit to force the industry to be high-quality,To the current introduction of management measures to clearly prohibit cheating krypton,Although it is a step by step"blocking",But domestic games are indeed "boutique",This is obvious,Once everywhere、Plagiarism console game CG advertising inferior page games are gone,A large number of homogeneous、Mahjong chess and card games with gambling nature are also gone。 In any case, the scarcity of edition numbers and tougher management have objectively forced capital to take the initiative to remove a batch of dross.
As for the appearance of high-quality products, it is not completely absent, whether you admit that "Genshin Impact" has already been a success or not, and whether "Black Myth: Wukong" in the terminal game can become a booster for high-quality products, we can wait and see.
In general, the author is optimistic and supportive of a series of measures for the high-quality of domestic games, and domestic online games need to be strictly controlled in order to be as successful as Nintendo. Without strong supervision and strict control, allowing capital to go to the so-called "free play" will only make the "Atari collapse" incident happen again and again in the Chinese game industry.