2018Animation and Game Industry: For a Good Prospect

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On October 24th, Interna- tional Development Forum on Animation and Game Industry was held in Shijingshan District Beijing. The Forum was centered on the theme “Innovation and Development of Animation and Game Industry”. Experts, government officials, entrepreneurs in the related fields gathered together and discussed the development of the animation and game industry now and in the future. On-line game industry with a good prospect Tuo Zuhai, Director of Cultural Market Department of Culture Ministry said at the conference that at present China animation and game industrial market kept growing in a large scale but the growth rate slowed to some extent. The number of users had increased substantially and the overseas market further enlarged. Tuo presented the features of the on-line game industry in six aspects: First, the market size further enlarged. Up to September this year, there had been 1,200 on-line game companies all over the country. In terms of the market size, the total market value of on-line game and mobile on-line game industry was RMB 34.9 billion, of which the on-line game industry was valued at RMB 32.3 billion, increased by 25.2%, and the mobile on-line game industry was valued at RMB 2.6 bil- lion, increased by 40.7%. In particular, the income from overseas market was about US$230 million, up 116% from that of 2009. Second, the number of users kept increasing. Last year, the total users of on-line games surmounted 120 million, and the growth of users’ number exceeded the increase of size, which reflected that the fundamental drive of the on-line game market was still healthy. The market was not completely mature and was still in the fast growing period. Now there are 144,000 net bars which mainly run games business and the market size of net bars in 2010 was RMB 77.1 billion. Third, the styles of the games were increasingly diversified. The internet game still dominates the domestic online game market, but the proportion of mobile on-line games began to rise for the first time in the past five years, up to 7.3%. The client games accounted for 90% share of the game market, and the webpage games accounted for 7.6%. However, the webpage games tend to increase fast in recent years, and the mobile on-line games market was dominated by download PC games. Fourth, the investment in the game industry was proactive. According to the data collected from all the local administrative agencies, the new founded on-line game companies kept increasing. Since last year, there had been 300 new companies approved, and there were still many on-line game companies which planned to get listed. Chinese domestic companies also conducted M TV animation broadcasting system has been increasingly improved; investors are more diversified and market oriented, with private enterprises as the main force; the investment in animation movie is increasingly warming and the box office earnings got breakthrough; new media supported animation sector is booming and the animation derivative industry is more creative; the animation industrial chain is gradually mature. In general, the animation industry in China has evolved from the growth period to mature period. The data published by the State Administration of Radio, Film and Television indicated that China, with its produced animation works up to 385 films and TV plays, totally 220,000 minutes last year, has replaced Japan and become the No.1 animation producing country in the world. The proportion of animation movies in the movie market has increased quickly. 16 animation movies were produced in 2010, and the total animation box office earnings of the first three quarters in 2010 was about RMB 489 million, of which the domestic animation’s box office was RMB 169 million, 35% of the total. In 2011, the development of the animation movie is accelerated more. From January to August 2011, the box office earnings of animation movies had already amounted to RMB 1.22 billion. The new media such as the ubiquitous internet and mobile phone etc opened brand new profitable margin for the animation industry. The domestic original animation works spread through the internet and got wide welcome, with many works gaining millions of clicks. It is predicted that by the end of 2011, the users of 3G in China will reach 150 million people, which is bound to offer a vast market for mobile phone cartoon business. And the mobile phone carried cartoon market size is expected to reach RMB 1.2 billion in 2012. As Zhang Tianxiao, Chairman of Shanghai Fantasia Animation Co.,Ltd. said that the popularization of the new media not only changed people’s life attitude and consumption styles, but also provided new market opportunities for animation producing companies― the marketing and disseminating channels and operating modes of the domestic animation industry is experiencing a revolution owing to the new technology. As for the future development of China’s animation industry, Xiong Chengyu, Director of Cultural Industry Research Center of Tsinghua University stressed at the forum that infusing cultural connotation is the orientation for the animation industry.“Our animation, I think, is more limited to the fields of fairytale, myths and scientific fictions. However, animation actually is a kind culture in nature, and is a kind of understanding to the society. I’m afraid that the contents of our animation should expand to more social themes from the young people concerned fairytale, myths and scientific fictions and thus it can make people see the society in a different form.