新冠疫情之下催生的“宅經(jīng)濟(jì)”令游戲公司獲益頗多,而最大的贏家莫過于手握《王者榮耀》和《英雄聯(lián)盟》(League of Legends)等熱門游戲的騰訊。
2020年年初,受新冠疫情影響,宅在家中的人們開始轉(zhuǎn)向數(shù)字游戲和娛樂,騰訊的游戲收入隨即開始飆升。
騰訊游戲收入在2020年前三季度持續(xù)攀升,分別大增31%、40%和45%,雖然第四季度緩慢降至29%,但全年仍然同比增長了36%(2019年全年游戲收入增長10%)。
而現(xiàn)在看來,隨著熱潮褪去,騰訊游戲正在回歸現(xiàn)實(shí)。2021年第一季度,騰訊游戲收入同比增長17%至67億美元,雖然增長依舊令人矚目,但遠(yuǎn)不及去年同期增速。
整體來看,騰訊第一季度營收210億美元,同比增長25%,超過分析師預(yù)期,凈利潤約74億美元,同比增長65%。
考慮到疫情期間的高增長可能無以復(fù)制,騰訊正在大幅拓展海外市場,以期爭取更多的國際用戶,并試圖借助“下一代”游戲體驗(yàn)技術(shù),讓自己在激烈的競爭中保持領(lǐng)先地位。
一季度,騰訊針對其下載量最高的手機(jī)游戲《王者榮耀》發(fā)布了有史以來最大的一次更新。據(jù)該公司稱,改進(jìn)的圖形和新的游戲內(nèi)頭像令其2月的付費(fèi)用戶數(shù)量創(chuàng)下新高。
游戲研究公司Niko Partners的高級分析師丹尼爾?艾哈邁德表示,騰訊在這場疫情中的成功體現(xiàn)了該公司“對全球游戲主導(dǎo)地位的默默追求”。他說,騰訊游戲成功的一個(gè)關(guān)鍵是它決定維持其收購品牌。例如,騰訊在2015年全資收購了《英雄聯(lián)盟》的游戲開發(fā)商Riot Games,并持有《堡壘之夜》(Fortnite)的開發(fā)商Epic Games 40%的股份。艾哈邁德說,要讓游戲在粉絲的心中扎根,就永遠(yuǎn)不要給游戲重新命名。
2020年,騰訊共完成31筆游戲相關(guān)的交易,是2019年中交易量的三倍多。
而當(dāng)下,騰訊必須面對一個(gè)緩慢開放且競爭日益激烈的世界。
雖然騰訊掌握著中國游戲市場43%的份額,處于霸主地位,但也面臨著來自科技巨頭阿里巴巴、字節(jié)跳動(dòng)、以及網(wǎng)易、三七互娛等游戲公司的激烈競爭。
2020年,阿里巴巴憑借《三國志?戰(zhàn)略版》成為中國第四大手機(jī)游戲發(fā)行商,該游戲改編自日本游戲開發(fā)商光榮特庫摩(Koei Tecmo)于1985年首次發(fā)行的廣受歡迎的《三國志》(Romance of the Three Kingdoms)。與此同時(shí),字節(jié)跳動(dòng)正計(jì)劃全面進(jìn)軍游戲產(chǎn)業(yè)。艾哈邁德說,該公司雇傭了3000名新員工,以提高其內(nèi)部開發(fā)能力。
騰訊表示,將加大對游戲開發(fā)的投資,尤其專注于能夠吸引全球用戶的大型及高工業(yè)化水平游戲。騰訊的國際游戲收入在2020年幾乎翻了一番,達(dá)到15億美元。
它還將投入更多資金開發(fā)面向小眾群體的新游戲。比如,如《小森生活》(Komori Life)和《核桃日記》(Walnut Diary)等“日常生活”游戲,這些被稱為“新興流派”的游戲已經(jīng)超越了主流受眾。
騰訊還計(jì)劃投資先進(jìn)技術(shù)以提供下一代游戲體驗(yàn),例如云游戲。
交銀國際(BOCOM International)的分析師谷馨瑜表示,騰訊“短期內(nèi)強(qiáng)勁的新游戲計(jì)劃,及技術(shù)投入驅(qū)動(dòng)長期增長”使其處于“業(yè)務(wù)穩(wěn)健增長的階段”。不過,她說:“鑒于其投資戰(zhàn)略,包括增加游戲和商業(yè)服務(wù)的研發(fā)投入,其利潤率應(yīng)該會(huì)面臨壓力?!?/p>
谷馨瑜估計(jì),騰訊第二季度總收入將增長25%,至224億美元,游戲業(yè)務(wù)增長13%。與此同時(shí),艾哈邁德預(yù)計(jì),隨著游戲和相關(guān)知識(shí)產(chǎn)權(quán)價(jià)值的增長,騰訊在游戲投資方面的熱潮將持續(xù)下去。
與國內(nèi)科技同行一樣,騰訊也面臨著更為嚴(yán)格的監(jiān)管和約束。今年4月,中國國家市場監(jiān)管總局以違反《中華人民共和國反壟斷法》為由對騰訊處以50萬元的罰款。
騰訊總裁劉熾平在5月20日的財(cái)報(bào)電話會(huì)議上表示,該公司與監(jiān)管機(jī)構(gòu)的合規(guī)和合作“實(shí)際上相對可控”。
雖然4月的罰款對騰訊而言實(shí)在是微不足道,但這家中國第二大互聯(lián)網(wǎng)公司已經(jīng)從各方面感受到了持續(xù)、不可預(yù)測的打擊帶來的痛苦。騰訊的股價(jià)已經(jīng)從1月的峰值下跌了25%,現(xiàn)在的市值為6000億美元。(財(cái)富中文網(wǎng))
譯者:梁宇
新冠疫情之下催生的“宅經(jīng)濟(jì)”令游戲公司獲益頗多,而最大的贏家莫過于手握《王者榮耀》和《英雄聯(lián)盟》(League of Legends)等熱門游戲的騰訊。
2020年年初,受新冠疫情影響,宅在家中的人們開始轉(zhuǎn)向數(shù)字游戲和娛樂,騰訊的游戲收入隨即開始飆升。
騰訊游戲收入在2020年前三季度持續(xù)攀升,分別大增31%、40%和45%,雖然第四季度緩慢降至29%,但全年仍然同比增長了36%(2019年全年游戲收入增長10%)。
而現(xiàn)在看來,隨著熱潮褪去,騰訊游戲正在回歸現(xiàn)實(shí)。2021年第一季度,騰訊游戲收入同比增長17%至67億美元,雖然增長依舊令人矚目,但遠(yuǎn)不及去年同期增速。
整體來看,騰訊第一季度營收210億美元,同比增長25%,超過分析師預(yù)期,凈利潤約74億美元,同比增長65%。
考慮到疫情期間的高增長可能無以復(fù)制,騰訊正在大幅拓展海外市場,以期爭取更多的國際用戶,并試圖借助“下一代”游戲體驗(yàn)技術(shù),讓自己在激烈的競爭中保持領(lǐng)先地位。
一季度,騰訊針對其下載量最高的手機(jī)游戲《王者榮耀》發(fā)布了有史以來最大的一次更新。據(jù)該公司稱,改進(jìn)的圖形和新的游戲內(nèi)頭像令其2月的付費(fèi)用戶數(shù)量創(chuàng)下新高。
游戲研究公司Niko Partners的高級分析師丹尼爾?艾哈邁德表示,騰訊在這場疫情中的成功體現(xiàn)了該公司“對全球游戲主導(dǎo)地位的默默追求”。他說,騰訊游戲成功的一個(gè)關(guān)鍵是它決定維持其收購品牌。例如,騰訊在2015年全資收購了《英雄聯(lián)盟》的游戲開發(fā)商Riot Games,并持有《堡壘之夜》(Fortnite)的開發(fā)商Epic Games 40%的股份。艾哈邁德說,要讓游戲在粉絲的心中扎根,就永遠(yuǎn)不要給游戲重新命名。
2020年,騰訊共完成31筆游戲相關(guān)的交易,是2019年中交易量的三倍多。
而當(dāng)下,騰訊必須面對一個(gè)緩慢開放且競爭日益激烈的世界。
雖然騰訊掌握著中國游戲市場43%的份額,處于霸主地位,但也面臨著來自科技巨頭阿里巴巴、字節(jié)跳動(dòng)、以及網(wǎng)易、三七互娛等游戲公司的激烈競爭。
2020年,阿里巴巴憑借《三國志?戰(zhàn)略版》成為中國第四大手機(jī)游戲發(fā)行商,該游戲改編自日本游戲開發(fā)商光榮特庫摩(Koei Tecmo)于1985年首次發(fā)行的廣受歡迎的《三國志》(Romance of the Three Kingdoms)。與此同時(shí),字節(jié)跳動(dòng)正計(jì)劃全面進(jìn)軍游戲產(chǎn)業(yè)。艾哈邁德說,該公司雇傭了3000名新員工,以提高其內(nèi)部開發(fā)能力。
騰訊表示,將加大對游戲開發(fā)的投資,尤其專注于能夠吸引全球用戶的大型及高工業(yè)化水平游戲。騰訊的國際游戲收入在2020年幾乎翻了一番,達(dá)到15億美元。
它還將投入更多資金開發(fā)面向小眾群體的新游戲。比如,如《小森生活》(Komori Life)和《核桃日記》(Walnut Diary)等“日常生活”游戲,這些被稱為“新興流派”的游戲已經(jīng)超越了主流受眾。
騰訊還計(jì)劃投資先進(jìn)技術(shù)以提供下一代游戲體驗(yàn),例如云游戲。
交銀國際(BOCOM International)的分析師谷馨瑜表示,騰訊“短期內(nèi)強(qiáng)勁的新游戲計(jì)劃,及技術(shù)投入驅(qū)動(dòng)長期增長”使其處于“業(yè)務(wù)穩(wěn)健增長的階段”。不過,她說:“鑒于其投資戰(zhàn)略,包括增加游戲和商業(yè)服務(wù)的研發(fā)投入,其利潤率應(yīng)該會(huì)面臨壓力?!?/p>
谷馨瑜估計(jì),騰訊第二季度總收入將增長25%,至224億美元,游戲業(yè)務(wù)增長13%。與此同時(shí),艾哈邁德預(yù)計(jì),隨著游戲和相關(guān)知識(shí)產(chǎn)權(quán)價(jià)值的增長,騰訊在游戲投資方面的熱潮將持續(xù)下去。
與國內(nèi)科技同行一樣,騰訊也面臨著更為嚴(yán)格的監(jiān)管和約束。今年4月,中國國家市場監(jiān)管總局以違反《中華人民共和國反壟斷法》為由對騰訊處以50萬元的罰款。
騰訊總裁劉熾平在5月20日的財(cái)報(bào)電話會(huì)議上表示,該公司與監(jiān)管機(jī)構(gòu)的合規(guī)和合作“實(shí)際上相對可控”。
雖然4月的罰款對騰訊而言實(shí)在是微不足道,但這家中國第二大互聯(lián)網(wǎng)公司已經(jīng)從各方面感受到了持續(xù)、不可預(yù)測的打擊帶來的痛苦。騰訊的股價(jià)已經(jīng)從1月的峰值下跌了25%,現(xiàn)在的市值為6000億美元。(財(cái)富中文網(wǎng))
譯者:梁宇
The pandemic was good to gaming companies. Few benefited more than China's Tencent, owner of blockbuster hits like Honour of Kings and League of Legends.
Tencent's gaming sales soared beginning in early 2020, as users, stuck at home, turned to digital games and entertainment.
As 2020 progressed, Tencent's gaming revenue climbed—31% in Q1, 40% in Q2, 45% in Q3—before inching down to 29% for the fourth quarter. For the whole year, gaming revenue surged 36%, compared to 10% for all of 2019.
But now it seems Tencent's gaming boom is coming back down to earth. In the first quarter of 2021, gaming revenue still grew an impressive 17% to $6.7 billion, but didn't match the sky-high rates of 2020.
Overall, Tencent's first-quarter revenue increased 25% to $21 billion, beating analyst estimates, and profits grew by 65% year-on-year to roughly $7.4 billion.
Tencent may not be able to replicate the growth it reported in a once-in-a-generation pandemic, but it's now going after more international users and trying to capitalize on 'next generation' game experiences to maintain its title of world's largest gaming company amid tougher competition.
In the latest quarter, Tencent released its biggest-ever update to its top-downloaded mobile game, Honour of Kings. The improved graphics and new in-game avatars led to a record number of paid users in February, according to the company.
Tencent's success in the pandemic reflect its "silent pursuit of global gaming domination,” says Daniel Ahmad, senior analyst at gaming research firm Niko Partners. One key to Tencent's gaming success, Ahman said, has been its decision to maintain the brands it acquires. For instance, Tencent fully acquired Riot Games, publisher of League of Legends, in 2015, and it controls a 40% stake in Epic Games, developer of Fortnite. Never rebranding games allows the titles to thrive under the names that lured fans in the first place, says Ahmad.
In 2020, Tencent ramped up its deal-making, closing 31 game deals compared to 10 in 2019.
Now Tencent must contend with a world that's slowly opening back up and growing more competitive.
Tencent controls 43% of China's gaming marketplace, but faces competition from tech giants—Alibaba, ByteDance—and gaming-focused companies—NetEase, 37 Interactive Entertainment—alike.
Alibaba became China's fourth-largest mobile games publisher in 2020 due to the success of Three Kingdoms: Tactics, which is based on Japanese game developer Koei Tecmo's popular Romance of the Three Kingdoms, first released in 1985. Meanwhile, ByteDance is planning to expand further into gaming; it's hired 3,000 new employees to ramp up its in-house development capabilities, Ahmad says.
Tencent says it will increase investments in game development, focusing on large-scale and high-production value games that can garner a global appeal. Tencent's international game revenue almost doubled in 2020 to $1.5 billion.
It also will pour more money into new games that target niche audiences. Such "emerging genres," as the company calls them, go beyond mainstream audiences, such as 'daily life' games like Komori Life and Walnut Diary.
Tencent also plans to invest in advanced technologies for next-generation gaming experiences, such as cloud-based games.
Connie Gu, analyst at BOCOM International, says Tencent's "strong game pipeline in the near-term and tech-driven growth in the long-term" puts it in "a solid growth position." However, "margin should come under pressure in the rest of this year [given] its investment strategy, involving increases in R&D input for games and business services," she says.
Gu estimates Tencent's overall revenue in the second quarter will grow 25% to $22.4 billion, with gaming business growth at 13%. Ahmad, meanwhile, anticipates Tencent's hot streak in games investment to continue, as the value of games and related IP grows.
Like its Chinese tech peers, Tencent has endured stricter regulatory enforcement from Beijing. China's State Administration for Market Regulation in April hit the company with a $77,500 penalty for anti-monopoly law breaches.
Tencent President Martin Lau said in its May 20 earnings call that the company's compliance and cooperation with Chinese regulators is “actually relatively manageable.”
The April fine is pocket change for the tech behemoth, but China's second-largest Internet firm has felt the pain of the on-going, unpredictable crackdown in other ways. Its market cap, now at $600 billion, is down 25% since January.