The game version number of the game "PLAYERUNKNOWN'S BATTLEGROUNDS" in a scuffle among the three major manufacturers becomes the new game "lifesaver"

people in the industry believe that whether they can get the game version number in the future will become one of the key factors for manufacturers to compete. In addition to regulatory pressure, the "chicken-eating" mobile games on the market also face problems such as homogenization and poor user experience.

the 2017 phenomenal game PUBG: PLAYERUNKNOWN'S BATTLEGROUNDS (PUBG for short) swept the world, and its creative director said recently that its sales exceeded 20 million copies.

"PUBG" is a straightforward and concise game of "PLAYERUNKNOWN'S BATTLEGROUNDS". Each game has 100 players, and the players are put on the isolated island for confrontation, and only one player survives in the end. The surviving player will appear on the screen with a line of words: "Winner Winner,Chicken Dinner", which translates directly into "good luck, eating chicken at night", so this kind of game is also called "chicken eating" game. The reporter noticed that big manufacturers such as Tencent, NetEase and Xiaomi have joined the bureau to "eat chicken" and developed at least five mobile game products.

however, the regulatory attitude has poured cold water on game manufacturers. On October 27th, the business department of the State Administration of Press, publication, Radio, Film and Television clearly held a negative attitude towards PLAYERUNKNOWN'S BATTLEGROUNDS games that encourage killing, and it will be difficult for manufacturers to obtain a publishing operation license. Industry insiders believe that whether to get the game version number in the future will become one of the key factors for manufacturers to compete. In addition to regulatory pressure, the "chicken-eating" mobile games on the market also face problems such as homogenization and poor user experience.

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"PUBG" is a PC-end game work, and it is also a rare phenomenon-level PC game masterpiece that has become popular in recent years. The reporter once roughly counted that the global game sales revenue of "PUBG" has exceeded 2.5 billion yuan, of which Chinese users spend 670 million yuan only on buying games.

because there is no national service version of "PUBG", the flood of plug-ins brought about by low technical level and the lowest price of 98 yuan make many domestic players who want to "eat chicken" insulated from it. The super gold absorption ability and the blank of the domestic market have made the game manufacturers with a keen sense of smell find a rich mine.

all players are obviously impatient. In September, illusory engine developer Epic added "chicken eating" mode to its FPS game "Fortnite", which has been experienced by 10 million players in two weeks.

Tencent, NetEase and Xiaomi have joined the game to "eat chicken" and launched leading game products. "Xiaomi Gun Fight" began the internal test of Android's single row on October 18, with 11 days of internal test, and the highest number of active users per day reached 1 million. NetEase's "Operation in the Wild" Android version began unlimited testing on October 31, while NetEase's other work, Terminator 2: judgment Day, launched on the platform on November 4, with more than 3 million reservations. The popularity of new mobile games boosted the capital market, with NetEase's share price rising 10.46% at one point on Nov. 6, with a total market capitalization of more than $40 billion.

Tencent launched two "Chicken eating" mobile games, "Glorious Mission" and "CF Desert Island Special training". "Glorious Mission" officially launched an undeleted reservation on November 8. The reporter noticed that at the beginning, the propaganda website of "Glorious Mission" was very straightforward: chiji.qq.com, it was changed to grsm.qq.com after it was officially launched. As of press time, the number of reservations for "Glorious Mission" has exceeded 4.1 million, and the number of reservations for "CF Desert Island Special training" under the banner of "the first airborne sports game" has exceeded 10 million.

A mobile game developer told reporters that judging from the actions of big manufacturers like Tencent and NetEase, what domestic manufacturers obviously look best is the mobile game market, with larger plates and more users. The person in charge of Xiaomi mutual entertainment said in an interview with reporters that "chicken eating" mobile games are likely to usher in a big outbreak, and the game design concept behind the "chicken eating" model may become one of the main development directions in the future. "there hasn't been a big evolution in shooting games for many years, and eating chicken may represent an evolution that happens to happen once in a decade."

Dong Zhen, an analyst in the Analysys game industry, believes that because the PC game is difficult to apply for qualification, it is not easy to pass the examination, so game manufacturers have focused their attention on Battle Royale Mobile Games, taking advantage of the gap in the regulation that has not yet spread to mobile games.

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on October 27th, the Game work Committee issued an article entitled "basic attitude towards the Business Administration of the General Administration of Games of" PLAYERUNKNOWN'S BATTLEGROUNDS ", which points out that the business department of the State Administration of Press, publication, Radio, Film and Television has noticed" PUBG: PLAYERUNKNOWN'S BATTLEGROUNDS "games, for games such as" PLAYERUNKNOWN'S BATTLEGROUNDS "that encourage killing, especially those that achieve the ultimate goal simply by killing the roles played by other players. The General Administration clearly holds a negative attitude and it will be difficult to obtain a license for publishing operations. The Game working Committee suggested that domestic game enterprises should not arrange research and development, introduction of such games, e-sports, live broadcast and other platforms should not provide publicity, promotion and other services for such games.

the reporter noticed that there were a variety of signals indicating that Tencent would become the national service agent for "PUBG", but Tencent officials never responded positively. Some people in the industry said that "PUBG" is still under review, and it is unknown whether he can enter China smoothly.

Zhang Shule, a critic of the game, told reporters that the values of PLAYERUNKNOWN'S BATTLEGROUNDS's game were mainly influenced by the film PLAYERUNKNOWN'S BATTLEGROUNDS. Its unprincipled killing and various representations of the dark side of the people's hearts made the whole values appear dark and distorted. Zhang Shule believes that the biggest difference between the "chicken eating" game and the previous FPS game is that there is only one alive, and if it is not accompanied by values like PLAYERUNKNOWN'S BATTLEGROUNDS, such as unprincipled killing, it will not have much impact.

the regulatory wind has been captured by the manufacturer. The reporter noticed that in the recent public release of "chicken eating" mobile games by domestic game manufacturers, the concept of "PLAYERUNKNOWN'S BATTLEGROUNDS" was abandoned and replaced by terms such as airborne competition and competitive shooting. In the interview, manufacturers are also reluctant to talk about regulation, saying only that they will launch the game in strict accordance with the relevant regulations.

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November 12, wilderness Operation will stop issuing test qualifications to newly Some industry insiders revealed to reporters that the move of "Operation Wilderness" may be because the game version number has not been applied for. The reporter asked NetEase for confirmation, but did not get a reply.

NetEase's announcement seemed to reveal some information, saying, "I received suggestions and feedback from many players and superior departments on the game during the internal test." Product modifications and iterations are under way to provide game users with a high-quality game product full of positive energy and the guidance of correct values as soon as possible. "

Guan Mufei, an analyst at Cheetah big data, said in an interview that some games avoid re-applying for version numbers by adding PLAYERUNKNOWN'S BATTLEGROUNDS mode to existing products. The reporter noted that after the State Administration of Press, publication, Radio, Film and Television announced its position, Xiaomi said on November 2 that Xiaomi Gun Fight had won the game version number on August 28 this year.

Industry insiders said that as various players began to launch independent "chicken eating" games, the application of the game version number has become a key link. Only by getting the "pass" of the game version number can the game be operated online and charge users. According to the Circular on the Management of Mobile Game Publishing Services issued by the State Administration of Press, publication, Radio, Film and Television, from July 1, 2016, mobile games without the approval of the State Administration of Press, publication, Radio, Film and Television shall not be published and operated online. at that time, it was regarded by people in the industry as a signal of tightening the regulation of mobile games.

Guan Mufei believes that it is difficult to say whether mobile games "eating chicken" will be strangled, but policy regulations may make the future of such mobile games uncertain. "the development of 'chicken eating' mobile games in China. Game manufacturers need to be careful, one step wrong, may face the risk of punishment or even off the shelves."

Edit: yvonne