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随着计算机软、硬件技术的不断发展以及互联网技术、速度的不断提升,使得中国网络游戏行业的游戏策划开发和营销模式呈现出爆发式增长的阶段,2015年中国游戏市场规模总值将达到222亿美元,同比去年增长23%,超越了传统发达网游市场美国3%的市场增幅,成为全球最大的游戏市场。正因如此,中国网络游戏市场的竞争逐渐增大,游戏模式的同质化导致传统的广告投放和线下互动活动已难以满足网络游戏的迅猛发展,泛娱乐与IP的消费逐渐成为网络游戏发展的主旋律。
With the continuous development of computer software and hardware technology and the continuous improvement of Internet technology, the game planning and marketing model of China’s online game industry shows a stage of explosive growth. In 2015, the total value of China’s game market will reach 222 Billion USD, an increase of 23% over the previous year, surpassing the traditional developed online games market in the United States 3% growth rate, becoming the world’s largest gaming market. Because of this, the competition in online game market in China gradually increases. The homogenization of game modes has led to the traditional advertising and offline interactive activities that have hardly met the rapid development of online games. The consumption of pan-entertainment and IP has gradually become the development of online games The main theme.