The following is the full text of Ling Hai's speech at the online game summit:
Dear leaders, ladies and gentlemen, friends from the media, good morning! Today, I am very happy to be with you. First of all, the online game industry public welfare alliance was formally established. We sincerely call for the emergence of such an alliance, so that we can do more things for society and industry.
What about today's topic? The organizing Committee gave it to me. To be honest, this is a great pressure. The future development trend of online game industry, to be honest, let's talk about it. It is a bit arrogant, but there are some ideas of our company, which are far from the future development trend of online games. In other words, in the future, we will look at the whole future with a grand perspective and a part of the online game industry. We have some ideas. I came to report to you.
As the host said just now, the online game industry has experienced rapid development for ten years. I remember that seven or eight years ago, I was very happy to share with many friends that our annual growth rate was 100%, so in 2009, the speed began to slow down. This year, to be honest, it has already started to have great obstacles. We are not surprised by this phenomenon. We've been through it. The whole industry has experienced such a period. I remember that five years ago, shortly after Shanda's listing, it also experienced such a moment. Although we are still struggling, we obviously find that the online time of users has become shorter and the increment of users has slowed down. This trend led to a great change in the mode of our company, which was also discussed more in the industry at that time.
So today, the free model is five years. I don't know whether these five years are coincidence or other reasons, but from various financial data, our growth has not changed, but has begun to decline. So this is a huge industry pressure. This pressure does not come from the fact that the users of the whole Internet have not increased. Let's just take a look. The users of the whole Internet are still growing rapidly, just like five years ago, especially the users of mobile Internet. Today, we see that Tencent Weibo is a model for the development of mobile Internet. I have also done a survey of our users. It is true that many users spend a lot of time on Weibo, and the fun brought by Weibo is actually no less than the fun brought by our online games now. To tell the truth, the cost and knowledge acquisition are also very good, the cost is very low, and the knowledge acquisition and interaction are very strong.
So what kind of problems have appeared in the industry, which has prompted Shanda to seriously reflect. We think these problems come from practitioners in our industry. Then in the course of five years and ten years, we went to see the masters carefully and found that 90% of the games in the whole industry were developed around single point PVP. Then this PVP, that is to say, no matter how good my friend and I are, we also want PK and duel. Although it may be friendship, its position in the virtual society is an eternal purpose, which has been driving the core of our online games for ten years. Is the future online game five years in a row, do we need to change it from the heart? So, based on a lot of data, today I want to share with you three main points:
First, I don't think the next five years will be ten years. Multi-type and deeper depth is undoubtedly a direction of the industry. I have done a lot in the industry, and of course I have managed a lot in the company. I went to Yanqing again yesterday, and drew an empty space in the middle of the online Expo yesterday. Because we invested in a movie "Dragon Gate Escape" and invited Jet Li and Zhou Xun, Shanda has been developing horizontally in the whole industrial chain. I believe all the friends here know that we invested in it. I went to the scene to visit the class. To tell the truth, I am 80% curious and 20% working. I went to see it. So as a film industry very similar to our game industry, how do they improvise? Some imagination is different, but some imagination is very shocking to me. I think our industry needs such a spirit. Director Tsui Hark is the general director of this film. I went to the scene, and a scene took five or six shots for two hours. Jet Li, Chairman of One Foundation, went to shoot a scene. I'm freezing before I finish filming. When he walked away, he just said, "Come on, let's go to Bibi", that's all.
Well, we've all heard of this. One scene was shot repeatedly, but I turned my head to look inside him. Why do I shoot again and again? I found a scene under director Tsui Hark's desk with such a thick copy. I asked our colleagues here, and we also asked ourselves, when we make a copy of the game, do we have such a thick copy? Tsui Hark's action movie is just a scene. I believe the last movie was only 20 seconds. I know that when many projects came to us, the whole project added up to more than 20 pages of proposals, saying that I wanted to play this game and how to play its core game, and he came. It happens that this scheme is still recognized by many companies, including of course what we have recognized before. So as a very similar industry, film industry and game industry, I think our industry is the film industry at that time in 19 10. So in depth, there is a lot of room. We must be worthy of an experience of users, all of which are experience economy. In breadth, we should not go around the core of PVP. There are many kinds of classes and points that can make our user area experience its different feelings on the Internet.
I remember last year at the Internet Expo, I shared three innovations with you. One innovation is the high producer system I mentioned. To tell the truth, we began to dig deep into the producer system the year before last. We had an institutional system a long time ago, but the producer system has not been very deep. Digging deep for more than a year, I found that the producer system is very effective. I just copied it completely and learned the Hollywood production system with a few changes. I saw a play directed by Tsui Hark today. It was about five degrees above zero for two hours, but it was windy in Yanqing. When I left, the scene was not finished. Comrade Jet Li stood there and walked repeatedly for two hours. I stood there. I may be younger than Jet Li, and I already feel numb. This serious spirit means that Tsui Hark will come out as a masterpiece. He is a master of martial arts and Jianghu in China. He told me what is the essence of this film? He told me two words, Jianghu, which made me feel deeply. So what is the interpretation of this Jianghu? He talked about more than a dozen theories, so our legend is also a Jianghu film. Although I am not a producer, I can't name more than a dozen, but our legendary income is far more than ten times or even hundreds of times that of Longmen Inn. So should we practitioners work harder on breadth and diversity?
So today we also inspired a game called Dragon Valley (Zone Forum), which is a very excellent product. Why did Dragon Valley become outstanding? I felt this way at that time. It was a masterpiece of action fighting, and I finally understood that it was this team that we bought in Dragon Valley. Because we found this product is good, and it is also a product of 18. Three years ago, he came to Chen Tianqiao and offered to invest. At that time, we invested instead of buying. I went to Korea to buy this time and found that his action took half a month. I called immediately last night and asked the Korean department to ask him if he really designed the action of this product. Why does a routine take two weeks? After listening to it, I felt very good and didn't think deeply. As a result, they spent two weeks on AI instead of adapting the actions, so that users can get more than 5,000 actions. What is this concept? Everyone who plays the game knows that the combo is more than 5 thousand, and the users are still very happy. He also asked many friends to help him create more than 7000 and 8000 combo. This is a direction to deepen a game and let users have more experiences.
Time, we don't start this topic, so the depth and breadth of online games and the experience of different game types are definitely a direction we will do in the future. Then I think there are still many places in our AI that need to be deepened, such as copywriting planning, art design and so on. At the same time, I also hope that all of you here, the media and friends will give us more guiding opinions and let us develop faster.
Then in deepening, we pay more attention to action online games, FPS online games and social online games. To tell the truth, an online game is a society and a social type, but it is similar to many social games in Xin Kai. We are all social games in a broad sense, but in a narrow sense, from a vertical client, this is definitely a very.
The second is multi-domain, and the first direction is depth and breadth. Many colleagues here have been exploring their own markets abroad. I saw my friend Shi Hai very tired. He invited a group of overseas friends to a party in Shanghai in order to beg for an order. Then we are doing the same thing in Shanda, and we have made some achievements, but we find that there is a better way to turn KASS single-point input into platform input in the future. Our domestic community is also trying to open up now. I don't know what will be open in the future, but FACE BOOK is very open. You make a game platform, put it on FACE BOOK, and you wait for the money. How many overseas users does FACE BOOK refer to? This is not the pattern of the past. We need to find some local operators. The value of local operators has become the second place in our overseas expansion. There are more powerful platforms, which not only allow our products to extend and develop on them, but also obtain a lot of data. If you sign some agreements with FACE BOOK and these related companies, he still has a lot of data for you to analyze, which is much more open than domestic ones.
Based on this, Mianshu Shanda may talk about it, and we may not talk about it properly, but we talked about a small game platform that everyone in the industry knows. Although the number of users gathered on it is not as strong as FACE BOOK, it is a gathering of game users and is one of the best in the global industry. Then, with the reference of this platform, we have made great and rapid exploration on the road from product export to cultural export overseas. I believe this will also make our culture in China faster. Our star has changed, and the benefits are good. Because the product "Star to China" itself is a representative work of China elements in a typical ink style, I am intoxicated by most users' comments on this ink element. At first I also said that this thing would go out. I was worried that the client presentation was not strong enough, but I didn't expect to get very good expectations and user experience. So I said that when culture goes out, there will be a new way. We used to do it one by one, with a large number of pre-sales and after-sales support systems. We can use overseas platforms to export quickly, which is the gospel of China's cultural industry and a very important direction for our online game industry in the future. This is the second point I want to report to you.
Third, multi-platform. The first is the form and depth of multi-content, and the second is multi-region. The regionalization of online games itself is not very strong. Users in China sometimes want to experience African-style games, which is a kind of yearning for the type and is not very international.
The last thing I want to report to you is multi-platform, and the integration of the three networks brings cross-platform opportunities, which is very rich in front of our online game industry practitioners. At the opening ceremony the day before yesterday, our CEO made it clear that we have invested a lot of money and various supporting facilities, and made rapid progress in the application of mobile Internet. So far, I made a survey at the annual meeting of our company. After the National Day, I also received many short messages. I don't know if all the friends here have noticed that many of my friends have changed their mobile phones, all of which are 186. I don't know if everyone here feels the same way, but my feeling is very obvious. They changed the number. A person who used his mobile phone number for more than ten years or before suddenly asked me to change it. His number is not very good, nor is it 8888. Why did he change his number? I can undoubtedly think that he is using I Phone4, and he is using the new scheme of I Phone. Just now, I saw Professor Wang beside me. According to my understanding, he may be a very respectable pedant, but when I sit next to him, he uses his mobile phone to surf the Internet and watch the news. Something happened just now, and he immediately took it out and asked, and various hardware manufacturers were spending a lot of money. When hundreds of billions of markets hit our users, we are faced with a huge space.
A while ago, my colleague's wife was going to have a baby. He told me that he might have to go back and take care of it more. I said that you should not only take care of it, but also I know that his wife is a skilled worker. I said you'd go home and do something for me. Six months ago, I said she was fine at home. What should I do to collect China's recipes? You should apply for making a China cookbook on your mobile phone. If everyone here has a mobile phone, you can see that it is now in the top 20. It happened that a girl at home was pregnant. Is that so? She compiled a program and used foreign open platforms. She ranked the cultural output of China cookbooks in the top 20. Of course, she's free, and now she charges. I don't know how the profit is. But it only took her a little time. I believe her cookbooks may not be copyrighted. When this powerful platform came and this powerful demand came into being, it really worked. I didn't download it, but I think my wife might download it. What does kung pao chicken do? Not to mention games, then we will have more space in the mobile Internet and different platforms in the future, so I believe that online games will be more exciting and rich in the future, but in terms of efforts, we should recognize which way we are more suitable and work hard to do it.
Then on the multi-platform platform, I also share with you three principles that we think should be followed: light, fast and smooth.
The first is mild. Our employees like to pay attention to applications, customers, art, depth and stickiness, but this one must be gentle.
Second, the update should be particularly fast. I gave it to my colleague's wife at that time, and the first thing I suggested was to update it quickly. Now she basically updates ten recipes every day, and users need mobile applications faster.
Third, the background data of PC and mobile client, and even the future triple play TV display, must be passed, especially the relationship changes. Here, due to time, I want to share with you three directions that we may take in the future, which may be three to five years, not necessarily ten years, online games industry and Shanda.