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AN OPPORTUNITY ANALYSIS
Contents
China's Online Gaming Industry: Porter's Diamond Model Factors Demand Related and Supporting Industries Firm Strategy, Structure, and Rivalry Recommendation Appendix
Skilled labor, capital and infrastructure Densely Populated Urban Environment Chinas One-Child Policy Education and Parental Pressure
Domestic demand Lack of Affordable Entertainment Facilities Unique Household Structure Sense of Community
Upstream: Animation and the movie industry Downstream: firms that manage the distribution and operation of game titles An Efficient Way to Become Piracy-free Neo-liberal paradigm government Tax reduction schemes in support of creative industry
Source: 1. Chung, P. & Yuan, J. (2009). Dynamics in the Online Game Industry of China: A Political Economic Analysis of Its Competitiveness, EPTIC On Line . Journal of Political Economy of Information and Communication Technologies. 2. Lei Wang.(2005) Chinas Online Gaming Industry. Thornburg Funds,Investement. 3 http://www.thornburginvestments.com/research/articles/pdfs/TH738_OnlineGame.pdf Accessed on May 07, 2011
Factors
Factors or conditions which have helped the online gaming industry in China to rise on the international platform
China has become the second largest internet user in the world and after the pre liberalization in the early 90s following domestic factors have helped the local players to perform in the international
Government regulations that limit foreign imports and transnational capital thus promoting local companies for innovation and development then promoting online games marketing in local and global market The creative industry in China has quickly adapted to global demands for online game . At most emphasis on achieving economic goals makes local new media firms concentrate on quickly achieving technology transfer and leading to acquire more R&D skills from international media companies. The innovation lies at the distribution level rather than the conceptual level Intense competition from vigorous domestic rivalry encourages innovation in product development and marketing, cost efficiency, and quality improvement, as well as efforts to explore new markets domestically and internationally Chinese online game companies gain easy capital, especially those that are listed on overseas stock markets. These companies have adequate financial resources for corporate development and expansion. Combination of the online game industry with other traditional media leads to the production of cultural content that can appeal to the overseas market.
Factors
Factors have evolved over time? Are these inherited?
In the case of china Marshall arts have been part of the culture and the characters in the online gaming have evolved over time from the traditional heros of the folk stories and these cultural inheritances has lead to evolution of gaming industry is a a cultural industry which is till date is not driven by economic. Influencing factors such as
Collectivistic culture: The collectivistic culture is the particular interpersonal relationship with which the Chinese perceive themselves in relation to others and which defines their social obligations in Chinese society Decentralized economy: transformed Chinese society. China's contemporary cultural features have changed from a single, authoritative voice to multiple voices, from hegemony to plurality The one-child policy
These factors have been in shaping the social and cultural trends that led to the rise of online game industry in China.
Factors
Have influences like political initiatives, technological progress or socio-cultural changes helped in shaping national factor conditions? If yes, how?
We have observed that the following points as discussed in the paper such a action in terms of political initiatives, technological progress, socio cultural changes have led to a boom in gaming industry in china
The government policies that promote creative industry also result in the success of local products that can be successfully exported to international markets to meet the needs of global consumers. The political factors which influencing the industry include the one-child policy, government tax reduction schemes in support of creative industry, the Internet Addiction Prevention System, and the most importantly media censorship. Strong consumer demand for media content that is relevant to local culture. Chinas culture is collectivistic, as individuals identify themselves in terms of their obligations to and relationship with others. In addition Chinas transition from a centrally-planned economy to a decentralized market-driven economy offers a freely competitive environment for the local online game industry to grow.
Demand
China had a total of 137 million internet users thus being the second largest in terms of internet usage , with more than 70% of the said users under the age of 30, In this case we have observed that Chinese online gamers are mostly young people ranging in age from 18 to 30 and this population comes from the generation which has been under the influence of the one-child policy. These only children have cultivated a growing obsession with consumerism and belong to a better-educated generation than their parents and with better global exposure their demand for more innovative games lead to more demand in the gaming industry
Demand
Four concepts are used to understand the basic application of Porters Diamond to the online game industry of China: production, distribution, supporting industries and firm strategy. Due to attributes such as factors, demand, supporting industries and firm strategy. These attributes include Skilled resources and advanced online game technology base due to high demand from one child policy generation The rapid growth of the number of internet users The emerging market trend toward entertainment Fast broadband development The support of the Chinese telecom industry & media policies by government The easy availability of internet cafes
Theses conditions have attributed to the preference of domestic market in comparison to foreign markets
Demand
How have home demand conditions influenced the shaping of particular factor conditions? Analyze their impact on the pace and direction of innovation and product development. Domestic demand is considered as the single most powerful determinant of competitiveness in service industries. Firms in gaming industry in china are facing a sophisticated domestic market thus they are more likely to sell superior products because the market demands high quality and places more pressure on firms to innovate. Porter describes market size and growth, the sophistication of local buyers, and the linkage of local buyers to global trends as the three major attributes of demand conditions. That is, as market growth encourages the expansion of firms, the sophistication and demands of local buyers push the firms to provide better products or services.
The Chinese online gaming industry is already large and is continuing to grow It was recently estimated by China's Internet administrator, China Internet Network Information Center ("CNNIC"), to be worth RMB 25.8 billion (US$3.9 billion) In 2009, CNNIC estimated that online gaming customers in China numbered more than 265 million, up 41.05% from 2008 Following the rapid penetration of ICTs, the country became the second largest market with the number of Internet users reaching 211 million by the end of the year 2007, second only to the US (CNNIC, 2007) and 420 million internet user by June 30, 2010 The number of people using the Internet is growing at a rate of 100 people per minute (CNNIC, 2007)
31-35, 19.70%
25-30, 35.20%
35.20% of the Internet users age falls in a range of 25-30 and 19.70% falls in an age group of 31-35 which was previously identified as active adult gamers age
Source: 6. Deng X, Murphy M. (2011). Recent Developments in the Regulation of Online Games in China. Bloomberg law reports Asia. 7. Chung, P. & Yuan, J. (2008). Dynamics of online game industry in china an application of porters model. 108. China Internet Network Information Center (2007). Statistical Survey Report on The Internet Development in China
Based on internet averages, snda.com is visited more frequently by males who are in the age range 25-34, i.e. Adult gamers have no children, are college educated and browse this site from work
Source: 2. Lei Wang.(2005) Chinas Online Gaming Industry. Thornburg Funds,Investement. http://www.thornburginvestments.com/research/articles/pdfs/TH738_OnlineGame.pdf Accessed on May 07, 2011 3. Alexa.com 11
this issue: while it is beefing up its internal R&D team by recruiting talent, it also recently announced the acquisition of Actoz Soft, a leading South Korean online game developer
The move has helped secure Shandas
new game pipeline for the foreseeable future Traffic rank data demonstrated continued popularity of Shanda online gamming
Source: 2. Lei Wang.(2005) Chinas Online Gaming Industry. Thornburg Funds, Investement. http://www.thornburginvestments.com/research/articles/pdfs/TH738_OnlineGame.pdf Accessed on May 07, 2011 3. Alexa.com 12
operates licensed MMORPGs including Soul of The Ultimate Nation, Atlantica and Kingdom Heroes 2 Online in mainland China
The9 has also obtained exclusive licenses
to operate other online games in mainland China, including Seoyugi, Planetside 2 and Free Realms
In addition, The9 operates its proprietary
MMORPG World of Fighter, and web and SNS game Winning Goal, in mainland China and overseas
Based on internet averages, the9.com is visited more frequently by males who are in the age range 25-34, are college educated and browse this site from work. Get complete site demographics
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Source: 3. Alexa.com Accessed on May 07, 2011 4. The9 Limited. http://www.the9.com/en/companyoverview.html Accessed on May 07, 2011
online and wireless community in China and is a major provider of Chinese language content and services through online games, wireless value-added services and Internet portal businesses
Based on internet averages, netease.com is visited more frequently by males who are in the age range 25-34, have no children, and browse this site from work.
Source: 3. Alexa.com Accessed on May 07, 2011 5. NetEase.com,Inc. http://corp.163.com/eng/about/overview.html Accessed on May 07, 2011
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Factor Conditions
Friendly government regulations Adaptation to global demands Intense competition from vigorous domestic rivalry encourages R&D innovation Easy Access to huge finances for Business startup Collective culture
One child policy Gen Need for innovative product and trend towards need for products for Entertainment
High entry barrier for global companies but domestic market has oligoploidy conditions existence
There is a potential market for entry but as the local companies have evolved over time to be in standards compared to global online gaming companies , we recommend Mr Aggarwal to first identify the company for Joint venture , or licensing as these local companies are themselves cash cows and it s not advisable that he should go for stake holder ship. So we recommend him to go for JV/partnership or licensing deal
Recommendation
Appendix
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CNNIC surveys showed that those between 10-29 years old, the major gamer demographic, declined 3% YoY to 57% of total internet users last year, while those between 30-49 years old increased 4% YoY to 36%
Source: 9. CLSA. (2011) China online gaming Sector outlook. Analyst report
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NetEase overtook Shanda to become No.2 in 2010 Tencent and NestEase stand out in most top-10-games charts in China
Source: 9. CLSA. (2011) China online gaming Sector outlook. Analyst report
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8,669
7,894
9,149
7,224 5,660
5,604 4,505 2,817 1,708
6,518
4,000
2,000 0
3,823
3,158 2,029 405 2,234 437 2,144 1,304 1,333 268 2,470
3,877
327
480
09A
10A
11CL
12CL
13CL
Giant Interactive Revenue (US$m) Perfect World Revenue (US$m) Shanda Interactive Revenue (US$m)
NetEase Revenue (US$m) Shanda Games Revenue (US$m) Changyou Revenue (US$m)
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