Oligarchy is trending amongmajor mobile game channels by competing ferociously to attract products and users. According to Statistics from Analysys International’s Seasonal Survey of the Chinese mobile game channel market in 2015Q1, Tencent mobile game, Baidu mobile game and 360 mobile game achieved end user coverage rate of 80.6%, 32.9% and 20.0% respectively, accounting for top 3 of mobile game distribution in Android mobile game market.
In 2015Q1, based on solid user base of Wechat and QQ, Tencent mobile accelerated products launching. At the same time, Tencent mobile game launched more tailored products to differentgroup of end users to cover more than 80% Chinese mobile game end users. Tencent mobile game achieved absolute margin compared to the rest of mobile game channels.
Baidu mobile game relied on search engine, app store, social media and other distribution resources to achieve steady end user coverage growth rate after business integration. In 2015, Baidu mobile game raises the overall strategies of “to distribute extensively, to operate meticulously and to marketing intensively”. While stressing advantages in marketing and distribution, Baidu mobile game also plans to raise operation capability to improve end user engagement metrics like number of daily active users and retention rate.
360 mobile game is playing steadily on end user coverage rate. Leveraging on its excellent operation capability, mobile game becomes the major force in 360 Internet value-added business growth. Currently, 360 mobile game is strengthening the collaboration with IP and incubation of medium-small sized development teams to take advantage in gaining exclusive rights of creative games.
Mobile Hardcore Alliance (MHA) was officially established in 2014 August by hardware manufactures of OPPO, VIVO, Coolpad, Gionee, Lenovo and Huawei. MHA operates with a shared business mode. Game content provider (CP) interfaces with MHA to collaborate with 6 channel distributors and hence raise game promotion and distribution efficiency. MHA is currently holding the similar end user coverage rate as 360 mobile game and it is expected to rank top 3 in future. Hardware distributor has its inherit advantage in reaching to the end users, but there is still room to be improved in end user conversion and mobile game operation.
Since 2015, mobile gamer has been demanding premium products with high quality. Mobile channel distributors have hence competing ferociously. Major Internet companies dominate mobile game distribution and raise their comprehensive capabilities by creating platform, improving operation, incubating medium-small sized development teams and winning IP. At the same time, manufactures alliance MHA and Xiaomi are leveraging their own advantages to gain higher market share. In future, mobile game channel distributor would stress IP and collaboration with mobile game development companies to create premium products and hence achieve a mode to attract high quality product and retain end users.