China’s three mobile carriers China Unicom, China Mobile and China Telecom launched their ‘Double Hundred’ program today at GMIC Beijing. Liu Yang, VP of China Unicom Operations said, “An important element of the next 5 billion coming online on mobile is mobile gaming. The 3 main carriers have been thinking about this for a long time, and feel it’s time we joined hands to contribute together. China Unicom, China Mobile and China Telecom all think that GMIC is a powerful and influential platform, which is why GMIC was chosen to make this important product launch announcement,”.
The market for mobile games boomed in 2013, with 300 million users playing games on smartphones. The three carriers have gained a lot of experience in delivering fun and secure gaming experiences, and smartphones are now the best distribution channel for light and medium level gaming.
“The problem we face however, is that most games aren’t that good at generating revenue. Only 80 games generate more than 1 million RMB per month, and only 20 games generate more than 10 million RMB per month. In 2014 it is predicted that 20 billion RMB will be generated through mobile gaming, however many good games are not available across all the various gaming platforms. The three carriers believe that the platforms should be more open, to create a better environment for smaller developers to promote and distribute their games,” added Liu.
The Double Hundred program will nurture 100 games in order to achieve a monthly revenue in excess of 1 million RMB per month. Through the program, developers can launch a game on all 3 carrier platforms at once, and user ratings from all platforms are consolidated into one rating. In addition to this, a panel of senior members from all 3 carriers will meet to pick the best games, and promote these to the fast tracked ‘green channel’. These fast tracked games will be launched in only 7 days after review by the panel, dramatically reducing the time it takes to gain maximum exposure to several hundred million users on all 3 platforms, and across 700,000 outlet stores. An SDK will be provided that allows developers to measure engagement, so they can adjust and improve the user experience, and analyze sales metrics to calculate revenue.
The Double Hundred program is expected to improve efficiency in releasing games, provide access to an open platform, and lower the barrier to entry for game developers.
Author: Carl Robinson