For Tencent today, buying, buying and buying is obviously profitable and harmless.
After entering 2021, the entire game industry can be described as hot and has become the focus of global investors’ attention. According to data released by investment bank Drake Star Partners, more than 635 transactions have been announced and completed in the gaming industry in the first half of this year, and the transaction volume has soared to a record US$60 billion. Including Microsoft , Sony, ByteDance , and Tencent , they all spent a lot of money on this track.
Not long ago, the photonic studio group had former Blizzard senior employees as the core. After the establishment of Uncapped Games in California, the report from the overseas technology media Venture Beat recently showed that Tencent’s Tianmei studio group once again made a move and established a new one in Montreal. 3A level game studio. It is reported that Tianmei Montreal Studio will be committed to creating a 3A-level, open-world, service-centric game for players to play across platforms, and plans to grow into a large-scale team by the end of this year.
Presumably, friends who follow the game circle have discovered that, in addition to expanding its own game development team with great fanfare, Tencent is also one of the most generous buyers in this round of mergers and acquisitions this year. According to incomplete statistics, Tencent Games made 47 shots in the first half of this year, which is almost equivalent to investing in a game manufacturer every 4 days, including the development of the game science of “Black Myth: Wukong” and the Lancet that created the “Frontier Project”. Technology , including technology , has successively taken over the olive branch from Tencent.
ByteDance needs to use mergers and acquisitions to quickly expand its game research and development capabilities. As the world’s number one game manufacturer, Tencent “makes an average shot every 4 days” is obviously to take precautions. In fact, although you are now the world’s largest game manufacturer by revenue, the current state of Tencent Games is not “successful alone”, or on the eve of crisis.
Perhaps some friends will say that Tencent Games, which earned 156.1 billion yuan in 2020, is the only one in the game industry. NetEase has been pulled away by more than one position, and even ” Glory of the King ” during the Spring Festival last year. is to create a single-day record of $ 2 billion pipeline, “PUBG Mobile” is to become in 2020 the most profitable mobile phone games, not to mention there’s Tencent game “QQ Speed hand travel”, ” Naruto Ninja hand tour” “Crossing the Line of Fire: The King of Guns”, which often appear in the top ten products on the App Store’s best-selling list, can’t tell where they are “danger”.
Although on the surface, Tencent games are still in a state of blooming flowers, if you look closely at these leading products, you will find that each is actually an old product. For example, “King of Glory” was launched in 2015, “Naruto Mobile Games” was launched in 2016, “QQ Speed Mobile Games” was launched in 2017, and “Peace Elite” was launched in 2018. In other words, in the two and a half years from 2019 to the present, Tencent Games has not created new explosive products, but is using these old faces to support the scene.
Of course, this does not mean “king of glory” and “Peace elite” and other games can not play, but because no matter how classic games will undoubtedly over time with the old, even once shaped the MMORPG “World of Warcraft” It is no longer the same now. If there is no new explosive product to replace “Glory of the King” and “Peace Elite”, then the current state of Blizzard may be the future of Tencent Games.
The more deadly point is that while Tencent was still standing still, its friends did not. Including the collective rise of Mihayou , Lilith, Eagle Point Network, and Ali Games , and the popularity of “Tomorrow’s Ark”, “Three Kingdoms Strategic Edition”, and “Sword and Expedition” in recent years, especially the ” “Original God” will undoubtedly give Tencent a certain sense of crisis. And this sense of crisis is not only due to the breakthrough of “Yuan Shen” in innovation, but also the reason why Mihayou gave up traditional channels when promoting “Yuan Shen”.
The proven gameplay with mature IP is undoubtedly the classic model of Tencent games in the mobile Internet era, and this set of gameplay is even more unprofitable under Tencent’s strong traffic blessings. The typical representatives are the “National” series, “Tiantian” series, and a series of movie and game linkage products under Tencent. The key to this model is that the channels, with the micro letter , QQ, application treasure these three channels, Tencent games in the past for a long period of time will depend on traffic to win the first move. But now that the situation where the channel is king is changing, the mature gameplay + IP thinking may also restrict the innovation ability of Tencent Games.
Why does Tencent want to set up overseas studios and make 3A games? In the eyes of the outside world, it is because Tencent Games’ four major studio groups in China have been coerced by itself, forming a kind of path dependence. Tencent’s horse racing mechanism and strong traffic have created a greenhouse for these game studios. The idea of pursuing stability, which is based on the existing gameplay, is obviously far more cost-effective than the innovative thinking of betting on uncertainty, and It also makes it lack the willingness and motivation to open up the market with new categories.
However, starting a new business overseas and using a new team to take charge of innovative business has the meaning of jumping out of one’s own small world and changing the environment. But it is worth mentioning that the reason why Tencent Games relies on the framework system of Tianmei and Photon Studios to build studios overseas, instead of launching the existing Tencent Games Boston studio, is actually very simple. Tencent Games Boston Studio, founded in 2008, has not launched any game, and has not built any game engine or development tools. Nowadays, there is no such person in the game circle.
Meanwhile, Tencent game is also something that does not take advantage of this round of job cuts overseas game makers tide , to the idea of bargain-hunting talents. After all, due to historical reasons, the domestic 3A game-related talent pool is insufficient, usually in the form of outsourcing to undertake the art needs of overseas manufacturers, and there is a relatively large gap in architecture, narrative, and animation. And making 3A games is a systematic project, usually a large-scale project that coordinates the work of hundreds or thousands of people every year. If you want to do 3A games, you really need experience from major overseas game manufacturers.
From Uncapped Games with former Blizzard employees at its core to Tianmei Montreal Studios, Tencent Games did not focus on mobile games from overseas studios, but instead focused on 3A games, which is considered to be going against the trend. . Nowadays, traditional game makers represented by Ubisoft and EA have begun to attach importance to mobile games, and the business model of 3A games is being questioned. Tencent is doing the opposite. On the one hand, because the domestic stand-alone game market has gone through After Steam’s education, it has been initially nurtured and mature, and this is undoubtedly a new source of increment after the mobile game touches the ceiling.
On the other hand, it may be because 3A games are usually the cards of game companies, and they are the core elements for game manufacturers to establish their image among players. 3A in 3A games refers to A lot of time, A lot of resources, and A lot of money, which represent the highest-level products in the game industry and are the “ceiling” in the game. Why do some players think that the name of Tencent’s world’s No. 1 game manufacturer is not true? It is often because Apple, which is only responsible for the rake and hardly making games, is excluded, and other major manufacturers have their own signature products.
Therefore, for Tencent, making 3A games is a way to participate in the US$40 billion a year market, to enrich itself with its technical background, and to build its own corporate image overseas by the way. It can be said to be a multi-purpose path. . Perhaps after Photon and Tianmei, Tencent’s Magic Light and Northern Lights studios will also take action to extend the horse racing tradition to overseas markets.
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