手游崛起致韩国网游开发商受挫|leyucom乐鱼官网官方网站

本文摘要：South Korea’s computer gamesindustry is facing a crisis as online software makers struggle to compete withfast-growing Chinese rivals in the rapid transition to mobile gaming.韩国计算机游戏行业面对危机，原因是在向手游的较慢转型中，韩国网游软件制造商很难与较慢发展的中国竞争对手竞争。

South Korea’s computer gamesindustry is facing a crisis as online software makers struggle to compete withfast-growing Chinese rivals in the rapid transition to mobile gaming.韩国计算机游戏行业面对危机，原因是在向手游的较慢转型中，韩国网游软件制造商很难与较慢发展的中国竞争对手竞争。The country’s online game makershave long dominated the global market for massively multiplayer onlinerole-playing games (MMORPG) but have lost their edge as gamers haveincreasingly embraced playing on their smartphones.韩国网络游戏制造商长年在全球大型多人在线角色扮演游戏(MMORPG)市场占有主导地位，但随着玩家日益拒绝接受在智能手机上玩游戏，这些制造商丧失了领先地位。

So far, Korean game makers have failed toproduce any big hits for mobile platforms, which is a problem for an industrythat has long been a source of local pride as well as a favourite national pastime.迄今为止，韩国游戏制造商没能研发出有任何手机平台上的疯狂游戏产品，这对该国游戏产业是一个问题。长期以来，游戏产业仍然让韩国人引以为豪，同时游戏还是该国国民最青睐的玩乐方式。South Korea is the world’ssecond-largest online games market after China. 韩国是次于中国的全球第二大网游市场。

Its PC-based online games account for afifth of revenue in the global market —but that is downfrom 28.6 per cent in 2012, according to the Korea Creative Content Agency(Kocca). 韩国文化产业大力发展院(Korea Creative Content Agency)的数据表明，韩国计算机网络游戏收益占到到全球市场的五分之一，但这一比例高于2012年的28.6%。Kocca estimates that sales of Korean gamesabroad grew about 7 per cent to $3.2bn last year, slowing sharply from thedouble-digit pace between 2007-12 when South Korean companiesincluding NCSoft and Tokyo-listed Nexon developed the globalonline game market.韩国文化产业大力发展院估算，去年韩国游戏的海外销售额快速增长大约7%（至32亿美元），大大慢于2007年至2012年期间的两位数增长速度。当时，还包括NCSoft以及在东京上市的Nexon在内的韩国公司增进了全球网游市场的发展。Much of their success came from pioneeringthe freemium business model —which is now being successfully utilised in mobile gaming —featuringgames that are free to play but charge for virtual items that give playersadvantages.这在相当大程度上得益于它们首度发售了免费特电子货币(freemium)的商业模式——目前这一模式早已被顺利读取手机游戏上。

它的特点是，容许玩家免费玩游戏，但出售收费的虚拟世界道具，这些道具可以玩家取得优势。Local game companies have been outsmartedby western and Chinese rivals in the shift to fast-growing mobile games, whichare quicker and cheaper to develop. 在向较慢发展的手游行业转型的过程中，韩国企业没中国和西方竞争对手那样聪明。手游研发一起更加慢，而且成本更加较低。As Korean developers have slashedinvestment in online games to try to focus on mobile, their online dominancehas been eroded by overseas-made games such as Riot Games’ Leagueof Legends and Blizzard Entertainment’s Overwatch. 随着韩国游戏开发商缩减网游投资，以尝试专心于手游研发，它们在网游市场上的主导地位受到Riot Games的《英雄联盟》(League of Legends)和暴雪娱乐(Blizzard Entertainment)的《守望者先锋》(Overwatch)等海外游戏的冲击。

Those two US-developed games now commandmore than half of the South Korean market. 目前，这两款美国公司研发的游戏占有了韩国市场逾一半的份额。Korean developers...have diverted toomuch resources to mobile games to spare investment in the development of [newtrendy online games], says Chenyu Cui, games analyst at IHS Markit. IHS Markit的游戏分析师Chenyu Cui回应：韩国游戏开发者……在手游上集中了过于多的资源，因而匀不借钱来投资研发（新的风行网络游戏）。Analysts say South Korean companies havefocused too much on graphics-heavy role-playing online battle games that arenow losing their appeal among gamers, overshadowed by simpler, more speedilypaced offerings: Overwatch is a shooter title, and League of Legendsis a strategy game. 分析师们回应，韩国公司过分专心形象细致的角色扮演类网络战斗游戏，而这些游戏对于玩家的吸引力正在上升。

当前更加能夺得玩家注目的是更加非常简单、节奏更慢的游戏，比如《守望者先锋》是一款射击类游戏，而《英雄联盟》是一款策略游戏。Park Young-ho, president of mobile gamemaker Four Thirty Three, says: We are no longer the leaders as we enter themobile era. 手游开发商Four Thirty Three的总裁Park Young-ho回应：随着移动时代的来临，我们仍然是领导者。

Our strength in hardcore MMORPGs based onadvanced networks has actually become a barrier against our globalisation. 我们在基于先进设备网络的MMORPG核心游戏上的优势，实质上早已沦为妨碍我们全球化的障碍。NCSoft, the country’s biggest online gamemaker, has not produced a big new online title since Blade Soul inJune 2012, while new games such as MapleStory 2 and Sudden Attack 2from Nexon, Korea’s biggest game company, have failed to gain popularity. NCSoft是韩国仅次于的网络游戏开发商。该公司自2012年6月发售《剑灵》(Blade Soul)以来再行没研发出有新的大型网络游戏。

韩国仅次于游戏公司Nexon虽然发售了《冒险岛2》(MapleStory 2)和《突击风暴2》(Sudden Attack 2)等新游戏，但这些游戏未流行起来。Piers Harding-Rolls, head of games researchat IHS Markit: The heyday of South Korean games exports due to development andmonetisation expertise is now over — China has a mature domestic industry andwestern games companies now produce very popular freemium PC games. IHS Markit游戏研究主管皮尔斯哈丁-罗尔斯(PiersHarding-Rolls)回应：在研发和所求能力方面的专长一度让韩国游戏出口蓬勃发展，但如今它的黄金时期早已完结。中国国内的游戏行业早已成熟期，而西方游戏公司则能研发出有十分热门的‘免费特电子货币’计算机游戏。

While Korean mobile game makers have yet tocrack the Chinese market, many of their Chinese rivals are doing well in Korea.韩国手游开发商仍未关上中国市场，它们的许多中国竞争对手却早已在韩国展现出不错。Mu Origin, a Chinese-developed version of aKorean online game, is one of the top five mobile games in Korea. 中国根据一款韩国网络游戏研发的《奇迹：起源》(Mu Origin)转入韩国手游名列前五名。

Eric Cha, analyst at Credit Suisse, says:Just five years ago, things like this were unimaginable. 瑞信(Credit Suisse)分析师Eric Cha回应：就在五年前，这样的事情还是无法想象的。The Chinese market used to be dominated byKorean online games, but many of their mobile games are nowadays actuallybetter than Korean games. 中国市场一度被韩国网游主导，而到了今天，中国的许多手游早已比韩国游戏还要好。

Speed is important with trendy mobilegames. 就打造出风行手游来说，速度很最重要。China is better than Korea in terms of timeto market. 中国企业在市场时机做到上比韩国企业做到得更佳。The decline of the local gaming industryhas led to sharp downsizing. 韩国国内游戏产业走下坡路，造成从业人数骤减。The number of local game developers fell 30per cent to 14,000 between 2009 and 2014, according to Korea Economic ResearchInstitute, while midsized lossmaking companies have slashed their workforces. 韩国经济研究所(Korea Economic Research Institute)数据表明，从2009年到2014年，韩国国内游戏开发者人数上升30%，至1.4万人，同时大大亏损的中型企业不得不展开裁员。

Profits are shrinking at many of the largergroups while some, including NHN Entertainment and Neowiz Games, fell into aloss last year. 韩国许多规模较小的游戏公司的利润也在大跌，NHN Entertainment和Neowiz Games等一些公司去年经常出现了亏损。In the first half of this year, Nexon’s net profitdropped 37.5 per cent.今年上半年，Nexon的净利润同比上升了37.5%。Share prices have also come under pressure,spooking some companies that had been considering public listings. 游戏公司的股价也展现出不欠佳，这让一些原本考虑到上市的企业止步不前。

Netmarble Games, the country’s biggestmobile game company, gave up the idea of a Nasdaq float and now aims to raiseabout Won2tn ($1.7bn) later this year or early next via an initial publicoffering in Korea, where it is better known.Netmarble Games是韩国仅次于的手游公司，它退出了之前在纳斯达克上市的计划，并想今年晚些时候或明年初在韩国上市，计划融资大约2万亿韩元(约合17亿美元)——该公司在韩国本土的知名度更高一些。To broaden their customer base abroad,South Korean game makers need to diversify, says Namgoong Hoon, head of KakaoGames. Kakao Games主管Namgoong Hoon回应，韩国游戏开发商如果想要不断扩大海外客户群就必需多元化。

They should develop games that anyone canplay on any platform if they are serious about overseas expansion. 这名主管说道：如果他们在严肃考虑到向海外扩展，他们就应当研发任何人在任何平台上都可以玩游戏的游戏。Yet differentiation is also vital, says MrCha at Credit Suisse, referring to the huge popularity of Pokémon Go andnoting that South Korean game makers have yet to roll out any major games usingaugmented or virtual reality. 瑞信分析师Eric Cha在谈及Pokémon Go大受欢迎时回应，然而构建差异化也十分最重要，他认为，韩国游戏开发商目前为止仍未发售任何用于增强现实或虚拟现实技术的大型游戏。It is not that difficult technology-wise. Eric Cha说道：技术层面不是问题。

The thing is how to integrate suchtechnology with globally well-known content, he says. 问题的关键在于如何将此类技术与全球著名的内容统合在一起。They need something fresh and differentthat sets their games apart from their competitors’in order tocrack the global market.要吞并全球市场，韩国游戏开发商必须一些与众不同的新鲜元素，从而让它们的产品与竞争对手的产生差异。

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