Speech by Project Director Yang, Jingwei: Bridging the Differences and Integration between Chinese and Japanese Mobile Games

On July 28, 2016, the 14th China International Digital Interactive Entertainment Exhibition (ChinaJoy) 2016, the China Game Developers Conference was held at the Kerry Hotel in Pudong, Shanghai, and it was an honor for Mr. Yang Jingwei, Project Director of the Company, to be invited as a speaker in the mobile social game zone.

In his speech, Mr. Yang Jingwei talked about the difficulties and hardships encountered by startups, from the initial establishment of the company with only 2 people, to the mature game development team that now has offices in Shenzhen, China and Tokyo, Japan. As a small game company, how Shenzhen Multitour Space Technology Co., Ltd. has formed its own unique characteristics. It also focuses on the differences and combinations of Chinese and Japanese mobile games. After the speech, reporters from the Beluga community immediately requested an on-site interview with Mr. Yang Jingwei, which attracted high-end people in the industry and business representatives to come forward to meet and exchange business cards.

       The following is the transcript of Mr. Yang Jingwei's speech:

Hello everyone, I am Yang Jingwei, project director of Shenzhen Duoyou Space Technology Co., Ltd. I am very grateful to the organizers of the conference for providing this platform and giving me the opportunity to meet all the excellent peers. I would also like to thank my investors and our development team for giving me enough trust and confidence to come here to share some of my experience with you less than a week after the new project was officially put into operation, hoping to bring some inspiration to everyone's future work.

At the beginning of the year, perhaps everyone has seen such a news. The editor's title is always eye-catching. The title is: 800,000 yuan to sell a house to start a business, and ten years later spent 4 million yuan to buy the house back. I thought it was a joke at first, but in reality, the reality is worse than the news headlines. As you know, houses in better locations in Shenzhen are already more expensive than in Hong Kong, and the average price in the core area of the city is comparable to the average price in Tokyo. At that point in time, our company used the money that should have bought a house to build two game companies in Shenzhen and Tokyo.

The Shenzhen head office mainly carries out game research and development, operation, localization and other businesses for the Chinese market. Japanese companies are engaged in game research and development, operation, agency distribution and other businesses for overseas Japanese markets. It can be said that our company is a typical small, entrepreneurial game company, or it can be understood as an independent studio with a certain scale.

First of all, a startup company should make products that meet the characteristics of its own team according to the team's own capabilities. As a producer or leader of a startup, you must be very aware of your team's development capabilities and areas of expertise, as well as the team's shortcomings. In the past 3 years of entrepreneurial journey, I have met some entrepreneurial leaders from business, planning, art, and programming, although everyone has different starting points for career development at the beginning, but after 3 years, there are still many entrepreneurs who have left us. I deliberately observed the surviving entrepreneurial leaders and found an interesting commonality, in addition to knowing the business of their own position, they also had a deep understanding of what other positions were doing. They understand the division of labor and homework content of each position, and will also make more reasonable use of all the resources of the team. When we fully understood ourselves, we specially planned the casual game [Block Cat - Meow Meow Collision] for two-dimensional users, and achieved good market feedback.

The Android version of [Block Cat-Meow Meow Collision] was launched on Tencent's WeChat boutique stand-alone platform and the Hand Q boutique stand-alone platform, becoming the first stand-alone game on the platform to obtain exclusive rights. It has also been featured in 131 countries in the IOS App Store. The weekly download volume reached more than 500,000. And derived peripheral products such as block cat expressions, block cat headphones, and block cat chargers that are popular with users. In August this year, the overseas Android version of [Block Cat-Meow Meow Collision] is also scheduled to be promoted globally. The success of the block cat makes us firmly believe that we must make high-quality mobile games and high-quality casual games. Subsequently, our other two new games, Fruit Papa, and (Jet Puppy) PUPPY Jetpacker are also in iterative development, and I hope these products will be available to everyone soon. Of course, we have many trial products that will continue to be launched in the future. Don't be surprised if you don't see the products I'm talking about, because we don't want to bring products that aren't good enough to players and the market. We want every product we make to be a great product and something that players can really love.

Second, please be anticipating all your failures, accept all your failures and actively change them. Sometimes people ask why the company was established so early, but it seems that it only started to make products this year? Was the first two years of constant hitting walls and failing? The answer is that we are fighting monsters and upgrading equipment. We did encounter many setbacks, such as the early stage of development, the turnover of non-core personnel; Blindly listen to the amendments of the issuing company. It has even been made that after several iterations of development, the game that has already been given copyright money has been modified into an alternative game that cannot even be found in the original design intention.

There are also many of our own prototype games, because they did not meet expectations, and were denied by ourselves one by one before they were even marketed after making a demo. And all these setbacks and failures have given us valuable experience and made our own direction clearer. No matter how the market changes, we always adhere to our own philosophy, no longer like in the early days of entrepreneurship and naively fantasize about becoming famous overnight and making a hit, but first give full play to the team's own ability, and constantly accumulate experience to cultivate team ability.

Finally, I suggest that small companies should choose professional publishers, game developers and platforms to cooperate, constantly absorb nutrients, make the team's advantages stronger, and continuously improve their shortcomings. Leaving aside all business thinking, let's explain why we made this choice purely from a development perspective. Small startups are like a dry sponge when they are just starting out, and they need to constantly absorb nutrients to grow. If you choose the best partner in the industry to cooperate, you can grow your own ability rapidly. Of course, I do not rule out that in this process, individual small teams may be forced to die, but if your team goes through these baptisms and tests, they will be reborn.

For example, when we connect with Tencent, in addition to connecting with WeChat, QQ, and Master Mi. It also needs to connect with IDIP, TLOG, and Bugly systems, and continuously develop various operation and maintenance tools according to game needs. When a game has a million users, you will find two things.

First, if your team is not mentally prepared and has enough development experience, they will be tired and half dead, and many people may give up their insistence on game production because they are too tired.

Second, you will find that the extra development work, all the hardships you have endured, are worth it. We use these systems to analyze user behavior and find deeply hidden bugs in our programs. It will also analyze the data to make better iterations of the next version of the game and give players a better user experience. (Good games are also changed!) ）

If your team's goal is not only to develop a good product, but also to bring sustainability and increase revenue, I recommend learning from those excellent companies first! Learn all the abilities you lack, even if you temporarily give up your immediate income, don't give up the opportunity to learn, and give up the opportunity to bring more future possibilities to your team.

From the initial establishment of the company with only 2 people, to the current mature game development team, through nearly three years of hard work and painstaking management, as a small game company, we have formed our own unique characteristics. One of the biggest features is localization. Nowadays, the Chinese game market is changing rapidly, and there are no fixed standards for SDK and style, so our team has a strong sense of speed and quality awareness for the learning and development of new technologies. In addition, since the core members of the team have studied, worked and lived in Japan, they can not only communicate without barriers, but also understand the cultural differences between China and Japan well and adapt to the Chinese and Japanese game markets. Secondly, now that the average age of our team members is less than 27 years old, we share a common dream of becoming the best team we can be. The company can survive, to this day, has its own products, I am very grateful to every member of the team, we will only become more and more courageous, I firmly believe that every exploration and progress is the most solid step towards the journey of dreams, every drop of sweat and dedication will only make the dream the icing on the cake.

Thanks to this down-to-earth attitude, we have the honor to cooperate with Gungho Games in Japan to localize the game of Zhilong Maze. Zhilong Maze City has been ranked No. 1 in the Japanese game rankings for several years, with an original 3-game spinning bead elimination gameplay, a test of brain power and hand speed operation, and a large number of gorgeous and exciting pet cards. Last week, the Android version and the IOS version have been released, and have been recommended by the App Store for new games, and are currently developing later functions and follow-up operation activities, and there will be more exciting IP cooperation, I hope everyone will support it more.

【Thoughts on the future direction】

1. Rely on large platforms to optimize game quality.

The rapid growth of the mobile game industry has made countless young people join this red sea with a success rate of less than 5% for their dreams, '30% of the game products developed cannot be launched, and 90% of the online ones fail.' The cruel rule of 39 still exists. With the increasing standardization of the market and the strong support of the leaders of the State Administration of Radio, Film and Television, the 'Law of May Nine' may also be born during the year. This is a serious topic and test for all of our small and medium-sized gaming businesses. Even though there are many difficulties ahead, we are still willing to stick to our own line and give full play to our strengths. At the same time, it insists on building its own company's brand, adheres to independent research and development, adheres to the high-quality route, and does not easily follow the trend.

Through our efforts, we have cooperated with partners such as soul game, yodo1, Tencent games, Gungho Games in Japan, 360, VIVO, etc.

2. IP cooperation to create long-term mobile games

In China, even if a mobile game product is successful, it is difficult to operate for a long time, which is in sharp contrast to a popular mobile game in Japan that can operate for more than 3 years and bring continuous and stable income. A long-term mobile game can cultivate a loyal fan base, and even create a player ecosystem. If we supplement it with appropriate IP to cooperate. It can not only increase the popularity of the game, but also greatly increase the turnover of the game. Therefore, we will adhere to the guidance of market and user needs, find suitable and excellent IPs for cooperation, and bring players more and more perfect game physical examinations.

Speaking of which, I must make a summary. I just said that we need to rely on the platform; If you want to cooperate with IP, this may be just a consensus that everyone knows. But where is the real point of the question? Team leaders, do you see the ever-changing future market of mobile games again? Those small and medium-sized entrepreneurs who want to join mobile games now, please be fully prepared and meet the challenge. If you are already an entrepreneur running in the wind and rain like us, you are not alone, and maybe we are by your side. Don't be afraid of failure; Constantly learn and find the core competitiveness of our team, don't forget the original intention, we will definitely be able to find our own unique path, and our persistence makes us firmly believe that small companies will also have spring!

Thank you!

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