Table of Contents
- METHODOLOGY
- GLOSSARY OF TERMS AND ABBREVIATIONS
I. EXECUTIVE SUMMARY
II. SOCIO-ECONOMIC OVERVIEW
- ECONOMY
- POPULATION
- REGIONAL DIFFERENCES
- ONE-CHILD POLICY
- GAMING CENTERS
- UNIQUE CHARACTERISTICS OF CHINESE SOCIETY
- GUANXI
- FLOATING OF THE YUAN
- TRANSPARENCY AND CORRUPTION
III. PC HARDWARE, INTERNET AND BROADBAND
- PC HARDWARE
- INTERNET AND BROADBAND
- Speed and Price of Broadband
- The Great Firewall of China
IV. INTERNET CAFES
V. GAMES MARKET OVERVIEW
VI. ONLINE GAMES MARKET
- DEFINING ONLINE GAMES
- ONLINE GAMES MARKET FORECASTS
- DRIVERS TO GROWTH
- INHIBITORS TO GROWTH
- UNIQUE CHARACTERISTICS OF ONLINE GAMES
- ROLE OF THE GAME OPERATOR
- TOP GAME OPERATORS
- TOP ONLINE GAMES
- First versus Second-tier Titles
- Internally versus Externally Produced titles
- MARKETING OF ONLINE GAMES
- MMORPG MARKET
- CASUAL GAMES
- Casual Games Revenue Models
VII. PROFILES OF SELECT ONLINE GAMES
- FANTASY WESTWARD JOURNEY
- WORLD OF WARCRAFT
- Low cost to play WoW
- Rapid Adoption of WoW
- Growth Potential of WOW
- The9.com' s Royalty Obligations
- YULGANG
- ZHENGTU
- FREESTYLE
- AUDITION
VIII. BILLING AND PAYMENT METHODS
IX. ONLINE GAMER CONSUMER SURVEY
X. GOVERNMENT REGULATION
- Government Agencies Involved in Regulating Games
- Fatigue System
XI. SOFTWARE PIRACY
- Forms of Piracy
- Factors Contributing to Piracy
- Strategies to Counter Piracy
XII. CONSOLE AND HANDHELD MARKET
- CONSOLE MARKET OVERVIEW AND FORECASTS
- Gray versus Legitimate Market
- Inhibitors
- Drivers
- Sony
- Microsoft
- Nintendo
- Seasonality
- Console Demographics
- Conclusions
XIII. PACKAGED PC GAMES MARKET
- PC GAMES OVERVIEW AND FORECASTS
- RETAIL PRICES
- PUBLISHERS
XIV. CHINESE DOMESTIC GAMES MARKET: CONCLUSIONS AND STRATEGIC RECOMMENDATIONS
XV. GAME DEVELOPMENT/OUTSOURCING TO CHINA
- EXECUTIVE SUMMARY
- WHAT IS OUTSOURCING?
- REASONS FOR OUTSOURCING TO CHINA
- Need for lower costs
- Search for talent
- Resource flexibility
- Competition from Other Regions
- WHAT IS BEING OUTSOURCED?
- Art
- Testing and Quality Assurance
- CURRENT MARKET SITUATION - OUTSOURCING IN CHINA
- Consolidation in the Future
- International Publishers Expanding to China
- STRENGTHS: OUTSOURCING TO CHINA
- WEAKNESSES: OUTSOURCING TO CHINA
- OUTSOURCING CONSIDERATIONS
- Process and internal management
- Morale
- Security /Asset management
- SELECTING AN OUTSOURCING PARTNER
XVI. GAME DEVELOPMENT/OUTSOURCING: CONCLUSIONS AND STRATEGIC RECOMMENDATIONS
XVII. COMPANY PROFILES
TABLE OF FIGURES
- Figure 1: Chinese Games Market Forecasts 2006 to 2010 Data Table, $m
- Figure 2: Key Country Metrics
- Figure 3: China' s Population by Age Group
- Figure 4: Map of China' s Provinces
- Figure 5: Major Cities in China (Population in millions)
- Figure 6: Number of PCs in Use - Top 7 Countries
- Figure 7: Budget for New Desktop PC Purchase
- Figure 8: Number of Broadband and Dial-Up Connections in China
- Figure 9: Reasons to Use the Internet
- Figure 10: Age of Internet Users
- Figure 11: Activities at Internet Cafes
- Figure 12: Location for online gaming (multiple-choice)
- Figure 13: Age of Chinese Internet Café Users
- Figure 14: Most Installed Online Games at Internet Cafes
- Figure 15: Number of PCs at Internet Cafes
- Figure 16: Chinese Games Market Forecasts 2006 to 2010 Graph, $m
- Figure 17: Chinese Games Market Forecasts 2006 to 2010 Data Table, $m
- Figure 18: Chinese Games Market by Segment 2006, $m
- Figure 19: Tencent' s Web site Screenshot
- Figure 20: Matrix Comparing Casual and MMORPG Games in China
- Figure 21: Online Games Market Forecast 2006-2010 Graph, $m
- Figure 22: Online Games Market Forecast 2006-2010 Data Table, $m
- Figure 23: Legend of Mir screenshot
- Figure 24: Advertisement for Pop Kart (Kart Rider)
- Figure 25: Online Publisher Market Share November 2006
- Figure 26: Top Online Game Publishers
- Figure 27: Select Top Online Games, November 2006
- Figure 28: Most Anticipated Online Games (in descending order)
- Figure 29: Advertisements for Zhengtu
- Figure 30: Screenshots from Perfect World' s MMORPG
- Figure 31: MMORPG Market Share by Publishers, November 2006
- Figure 32: O2jam advertisements
- Figure 33: Favorite genre for online games (multiple-choice)
- Figure 34: Logo for Fantasy Westward Journey
- Figure 35: Netease Fantasy Westward Journey screenshot
- Figure 36: Photos from The9' s WoW promotional events
- Figure 37: Characters from CDC Games' Yulgang
- Figure 38: Zhengtu Screenshots
- Figure 39: Freestyle Screenshot
- Figure 40: Audition Screenshots
- Figure 41: Examples of prepaid cards
- Figure 42: Shanda' s Distribution Channel for Prepaid Cards 2005
- Figure 43: Usual place for purchasing online games credits
(multiple-choice)
- Figure 44: Percentage of games that first started playing online games in
a given year
- Figure 45: Main reason for playing online games (multiple-choice answers
were acceptable)
- Figure 46: Main factors in choosing online games (multiple-choice answers
were acceptable)
- Figure 47: Reason for quitting online gaming (multiple-choice answers were
acceptable)
- Figure 48: Console Ownership Rates 2005
- Figure 49: Console Projections
- Figure 50: Sony' s booth at the ChinaJoy show
- Figure 51: Ad for Nintendo DS
- Figure 52: Packaged PC Games Forecasts 2006 to 2010 (in $m)
- Figure 53: Next-generation Console Photos
- Figure 54: Comparison of Salaries, US versus China
- Figure 55: Characters from Yulgang, the most popular game China.com offers
- Figure 56: Logos for three of NetEase' s MMORPGs-Westward Journey Online
II, Fantasy Westward Journey, and Fly for Fun
- Figure 57: NetEase' s Online Game Service Revenue from Q2 2005-Q3 2006
- Figure 58: EZ pod and EZ Mini from Shanda
- Figure 59: Shanda Online Game Net Revenues from 2001-2005
- Figure 60: Sina Mobile Games
- Figure 61: Sohu' s Knight Online Logo and Screenshot
- Figure 62: Tencent Penguin Mascot
- Figure 63: Characters from The 9' s in-house developed Joyful Journey West
- Figure 64: The9 Limited' s Net Income from 2001-2005
- Figure 65: Online Game Service Revenues from Q3 2005-Q3 2006
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