On October 23, 21, Ling Hai, president of Shanda Games, said in his speech at the online games summit of the 8th China International Network Culture Expo: To play games, we should learn from movies and create excellent game blockbusters.

The following is the full text of Ling Hai's speech at the online game summit:

Dear leaders, gentlemen, ladies and friends from the media, good morning! Today, I am very happy to be here with you. First of all, public welfare alliance, the online game industry, was formally established. We are sincerely calling for the emergence of such an alliance, so that we can do more things for the society and the industry.

what about today's topic? the organizing Committee gave it to me. to be honest, it's a great pressure. The future development trend of the online game industry, to be honest, let's talk about it. It's really a bit arrogant, but there are some thoughts of our company, which is far from the future development trend of online games. That is to say, in the future, we will look at the whole future from a grand perspective and a part of the online game industry. We have some thoughts. I am here to report with 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 1%, so in 29, the speed began to slow down, and this year, to be honest, it has already started to have great obstacles. We are not surprised at this phenomenon. We have experienced it. The whole industry has experienced such a period. I remember that five years ago, shortly after Shanda Network went public, it also experienced such a moment. Although it was still struggling, we obviously found that the online time of users became shorter, and the increase of users slowed down. Such a trend led our company to adopt a great model change, which was also discussed more in the industry at that time.

So today, the free mode is another five years. I don't know whether this five years is a coincidence or other reasons, but it does show from various financial data that our growth has not only changed, but also started to decline. So this is the pressure of a huge industry. This pressure does not come from the fact that the users of the whole Internet are not growing. We just look at it, and the users of the whole Internet are still growing at a rapid pace, just like five years ago, especially the users of the mobile Internet. Today, we see that Tencent Weibo is a model of the development of the mobile Internet. I have also done a survey of our users, and it is true that many users have spent a lot of time on Weibo, and the fun brought by Weibo is actually no less than the fun brought to them by our online games now. To be honest, 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 problem has emerged in the industry, which urges 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 carefully went to see the master, and found that 9% of the games in the whole industry are developed around a single point PVP. Then this PVP, that is to say, no matter how good my friend and I are, we also want to PK and have a 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 even five years, do we need to change it from the heart? So based on a lot of data, what I want to share with you today is mainly in three points:

First, I don't think I can talk about ten years in the next five years, and multi-type and deeper depth is undoubtedly a direction of the industry. I walked more in the industry, of course, I managed more 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 be honest, I was 8% curious, and 2% of my work. I went to see it. So as a film industry very similar to our game industry, how do they work on the spot? 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 the film. I went to the scene and spent five or six scenes in one scene for two hours. Jet Li, the chairman of the One Foundation, went to shoot a scene. Before the filming was finished, I was almost paralyzed by the cold. When he walked away, he just said "Come on, let's go to Bibi", that's all.

So we've all heard about this one. One shot was shot repeatedly, but I turned my head to look inside him. Why did I shoot it repeatedly? 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 if we had such a thick copy when we were making a copy of the game. I believe that an action movie shot by Tsui Hark was just a scene, and the final movie was nothing more than that. I know that when many projects came to us, the whole project added up to a proposal book of more than 2 pages, saying that I wanted to play this game, and how to play its core game, he came. It happened that this scheme was still recognized by many companies, including of course, we also recognized it before. Then, as a very similar industry, the film industry and the game industry, I think our industry is in the film industry at that time in 191. Therefore, in terms of depth, there is a lot of room. We should be worthy of an experience of users, all of which are experience economy. In terms of breadth, we should not go on around the core of PVP. There are many kinds and points that can make our user area experience its different feelings on the Internet.

I remember that I shared three innovations with you at the Internet Expo last year. One of the innovations was that I mentioned a producer system in Gao Xiaosong. To be honest, we started to dig deep into the producer system the year before last. We had an institutional man system long ago, but the producer system has not been very deepened. After digging deep for more than a year, I found that the producer system was very effective, and I just copied it completely with a little change. Today, I watched a scene directed by Tsui Hark. 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 for two hours repeatedly. I stood there. I may be younger than Jet Li, and I already felt 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 a dozen theories, so our Legend is also a river's lake film. Although I am not a producer, I can't tell you more than a dozen, but the income of our Legend is much higher than that of a dozen or even a hundred times that of Longmen Inn. So should we practitioners do more work in terms of breadth and variety?

So today we also inspired a game called Dragon Valley (Zone Forum), which is a very excellent product. Why did Dragon Valley become excellent? I had this feeling at that time. It was a masterpiece of action fighting, and I finally understood that we bought this team in Dragon Valley at that time. Because we found this product to be good, it was also an 18-year-old product. Three years ago, he came to our Chen Tianqiao and said that he wanted to invest. At that time, we invested in it, but we didn't buy it. When I went to South Korea to buy it this time, I found that it took him half a month to make a set of actions. I called immediately last night and asked the Korean Ministry to ask him if he really designed the action of this product. Why did it take two weeks for a set of actions? I felt very good after listening to it, and I didn't think deeply. As a result, they worked on AI for two weeks, not on the adaptation of actions, so that users could get more than 5, moves. What is this concept? Everyone who plays games knows that the combo is more than 5,, and the user is still very happy. He also asked many friends to help him create more than 7, and more than 8, combo. This is a direction to deepen a game and let users have more experiences.

Time, we will not discuss this topic, so the depth and breadth of online games and the experience of different game types will definitely be a direction we will do in the future. Then I think there are many places to deepen in our AI, copywriting planning, art design and so on. At the same time, I also hope that all of you, the media and friends present here, will give us more guiding opinions so that we can develop faster.

So in deepening, we pay more attention to action online games, but also to FPS online games, and pay more attention to social online games. To be honest, an online game is a society, and it is a social type, but it is similar to many social games of Kaixin. We are all social games in a broad sense, but in a narrow sense, we are from the vertical client.

the second is multi-area, and the first direction is depth and breadth. So many colleagues here have been exploring their own markets abroad. I saw that my friend Shi Hai was very tired. He invited a group of overseas friends to a party in Shanghai in order to beg for a single order. Then we Shanda are doing the same thing and have made some achievements, but we find that there is a better way to change the single-point input of KASS BY KASS into a platform input in the future. Our domestic community is also trying to open up now. I don't know what it will open up in the future, but FACE BOOK is very open. You make a game platform, put it on FACE BOOK, and you wait to collect money. How many overseas users does FACE BOOK mean? It's not the pattern in 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, and these platforms not only allow our products to extend and develop on them, but also can 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.

Taking this as the prototype, FACE BOOK might talk grandly, 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, which is one of the best in the global industry. So the reference of this platform has greatly and rapidly opened up the overseas road from product export to cultural export. I believe this will also enable us. Our Star Changed, the benefit is very good. Because the product of Star Changed in China itself is a masterpiece of a typical China element in ink style, most users commented that this ink element made me intoxicated. At first, I also said that this thing would go out. I was worried that the client's display was not strong enough, and I didn't expect to get very good expectations and user experience. Therefore, when I say that culture goes out, there is a new way. We used to carry a single bill and do one, and there are a large number of pre-sales, after-sales and support systems. We can export it quickly with the help of overseas platforms, which is a boon to 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 of multi-content and the 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 types, and their own internationality is not very strong.

The last thing I want to report to you is multi-platform. The convergence of the three networks brings cross-platform opportunities, which is very rich for our online game industry practitioners. At the opening ceremony the day before yesterday, our CEO clearly said that we have invested a lot of money and various supporting facilities, and made rapid progress in the application of mobile Internet. At this point, I made a survey at the annual meeting of our company. After the National Day, I also received a lot of text messages. I wonder if all the friends here have found that many of my friends' mobile phones have changed their numbers, all of which are 186, Unicom. I don't know if everyone here feels the same, but my feeling is very obvious, and they have changed their numbers. A person who used a mobile phone or his previous mobile phone number for more than ten years suddenly told me to change his number. His number was not very good, nor was it 8888. Why did he change his number? I can undoubtedly think that he is using I Phone4, and he is using the new solution of I Phone. Just now, I saw Professor Wang next to me. According to my understanding, he may be a very respectable pedant, but when I sat next to him, he used his mobile phone to surf the Internet and watch the news. When something happened just now, he immediately took it out and inquired, and all hardware manufacturers were spending a lot of money. When hundreds of billions of markets hit our users, we were 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 more care of it. I said that you should not only take more care of it, but I know that his wife is a skilled worker. I said that you should go back home and help me with something. Half a year ago, I said that she was fine at home. What should I do to collect China's recipes? You should make an application to make a China cookbook on I Phone. If everyone here has a mobile phone, you can see that it ranks in the top 2 applications now. Just a girl is pregnant at home. Is it so? She compiled a program and used an open platform abroad. She ranked the cultural output of China cookbooks in the top 2. Of course, she is free, and now she starts charging. I don't know what the profit situation is. But she only spent a little time, and I believe there may be no copyright on her recipes. When this powerful platform came and this demand was strong, it really worked. I didn't download it, but I think my wife might download it and take a look, Gong Bao.