Zhengtu IP Creation and Derivation Giant Network has been deeply involved in the online game market since its establishment in 2004. In 2007, it achieved listing on the New York Stock Exchange with the success of "Zhengtu", and returned to the A-share market in 2016.

Innovate can tear open a new breakthrough

"We are not good at following the trend, and use concentrated firepower to create hot products, and make longevity games as the core of the strategy." Giant Co-CEO Wu Meng said at the Giant Network Investor Exchange Conference.

On January 8, 2020, the first investor communication meeting of Giant Network in 2020 was held in Shanghai Giant Park. At the

meeting, Giant discussed the company's development history, strategic layout, core products, and representative products to be launched, and expressed Giant's views on the development of the game industry.

Through this meeting, the outside world learned about Giant’s thinking and layout in e-sports, innovation and cloud game .

Zhengtu IP creation and derivative

Giant Network has been deeply involved in the online game market since its establishment in 2004. In 2007, it achieved listing on the New York Stock Exchange with the success of "Zhengtu", and returned to the A-share market in 2016.

is the main product that runs through the history of Giant Network games. "Zhengtu" is mainly self-research and spontaneous in the era of PC games, with 4 main products, "Zhengtu", "Zhengtu 2", " Green Zhengtu ", and "Zhengtu Nostalgic Edition".

2006 "Zhengtu" triggered the game industry as soon as it was officially launched. The highest number of online users at the same time exceeded 200,000 on the public beta day; in 2007, "Zhengtu" broke through 1 million online users. Following the global market of World of Warcraft and the Chinese market of "Fantasy Westward Journey", the third online game in the world has exceeded 1 million online users.

According to Zhengtu Internal Reveal, the sales revenue of the game exceeded 100 million yuan in the first five months of its launch, with an average monthly income of 20 million yuan.

In the mobile game era, the "Zhengtu" series has made new breakthroughs and attempts, self-developed and channel cooperation have been launched. The main products include "Zhengtu Mobile Game" exclusively represented by Tencent , self-developed " Zhengtu 2 Mobile Game", "Green Zhengtu Mobile Game" authorized by Hero Entertainment, and "Warring States Conspiracy" authorized by Ganwan.

According to Jinghe, "Green Journey" is a derivative new product that Giants focus on launching this year. Since it was launched on November 21, the game has been in the Top 50 for a long time on the App Store best-selling list, and the download volume has been nearly 2 million in less than two months.

"Zhengtu" IP is one of the well-known brands of RPG online games in the national war category. Zhengtu PC games have set an epoch-making start with the prop payment model, with the cumulative revenue of its entire series of products exceeding 20 billion yuan. In terms of company revenue composition, Giant's revenue from mobile online games accounted for about 39% in 2018, and PC online games accounted for 28%.

also attaches great importance to the maintenance of the "Zhengtu" IP. Through the terminal intercom version, Zhengtu Carnival, National War Esports, Zhengtu Movies and other methods, it continues to expand the brand influence of "Zhengtu" in all aspects, enhance player activity, and achieve healthy revenue growth.

layout mobile games and mobile e-sports market

After entering the mobile game era, Giant will continue to be dominated by self-developed flagship products, and on the basis of developing commercial value, it will realize the long-term development of IP.

In addition to the content expansion of the old IP "Zhengtu" in derivative games, movies and other aspects, the giant has been constantly planning the mobile game market in recent years. Although he failed to catch up with the mobile game, the giant, as a latecomer, was also moving forward at full speed.

In 2015, Giant Network launched " Ball Battle ", but at that time, popular mobile games such as " King of Glory " had entered the game in advance, and the Giant was late. However, from the data point of view, "Ball Battle" has opened a breakthrough for the giants in the mobile game market.

"Ball Battle" is a self-developed and spontaneous casual competitive mobile game developed by Giants. Since its launch, the cumulative number of equipment installations has reached 500 million, with a peak DAU of more than 20 million. It has topped the free game list in China and has long been ranked among the top five in the App Store mini-game and intellectual game free rankings.

"Ball Battle" has the characteristics of high stickiness, youthfulness, relatively balanced gender ratio between men and women, and strong social attributes, and has created a new mobile e-sports category.

Through years of e-sports layout, "Football Battle" has opened up the casual e-sports market, and the event system is integrated and a new mobile e-sports ecosystem is built.

2018 Giants announced the e-sports event plan of "Ball Battle". From the perspective of time arrangement, the events mainly include: online Open, BPL Professional League (summer, winter), Tatan Cup Elite Challenge, BUC City Challenge, BGF Year-end Finals, etc.

On October 12, 2019, at the launch of the "Zhengtu" full series of "Zhengtu" held at the Giant Network , Zhao Jianfeng, the head of the Zhengtu PC game series, announced the three major upgrades of the national war e-sports strategy.

On the one hand, the competition system has been upgraded. The PC game of "Zhengtu 2", the free version of "Zhengtu 1" and the mobile game of "Zhengtu 2" have all been included in the national war e-sports event system. On the other hand, the schedule is upgraded and the details of the event are constantly optimized. In addition, the National War Esports will be implemented throughout the region and will be upgraded to rewards.

It is worth mentioning that many mobile e-sports products such as " Street Basket " are also widely loved by young players. "Street Basketball" once brought giants a performance of over 22.42 million registered users and a monthly income of over 100 million.

The content of the mobile e-sports ecological community created by Giant is still enriching.

Judging from the game where Giant received the version number in 2019, in addition to maintaining the operation of the "Zhengtu" IP, Giant has been continuously increasing its investment in mobile games.

In 2019, Giant Network received a total of 11 game versions, including 2 PC game products and 9 mobile game products. The two PC games, "Dragon Ball Legend of Time and Space" and "Zhengtu World", are in the testing stage. The mobile game products "Battle of Inuyasha Naraku" and "Green Journey" have been launched.

, regardless of the new game version number in 2020, currently has 9 Giant games reserves, including 2 PC games and 7 mobile games.

It is worth mentioning that the giant mobile game "Pascal Contract" will be launched on January 16, 2020. This is an action-based hardcore single-player mobile game with a focus on the "soul" style, and the game is highly anticipated by players.

On September 11, 2019, "Pascal Contract" became the first domestic game to appear on the stage of Apple's press conference, bringing new shock to players and the entire game market, and pushing the giant into the focus for a while.

TapTap data shows that the current number of reservations for the "Pascal Contract" in the national server exceeds 580,000, with a pre-sale price of 45 yuan. The game will be launched on January 16, and it may become the first wave of the giant's upward momentum in 2020.

As Wu Meng, co-CEO of Giants, said at the Giants 2020 Investor Exchange Conference, Giants’ future business strategy, first, focus on their expertise in the track; second, concentrate their firepower to create hot products, identify the direction, and continue to invest; third, make longevity games, and longevity games can promote the company’s continuous growth. This is the core concept of Giants.

Whether it is the derivative of "Zhengtu" IP, the e-sportsization of "Qiuqiu Battle" IP, or the innovative performance of high-quality games such as "Pascal Contract", the giant is striving to move forward on the mobile game track.

invests in Jack Haima, and has entered the 5G era. Cloud games have become the first application on the 5G consumer end, and its development and layout have become a hot topic in the industry.

According to Giant CFO Meng Wei, Giant invested in Beijing Haiyu Dongxiang Technology Co., Ltd. as early as 2014 and currently holds 18.06% of its shares.

It is worth mentioning that the largest mobile cloud gaming service platform in China, "Haima Yun", is a product under Beijing Haiyudongxiang, and has fully realized the mature commercial deployment of cloud gaming. It is expected that with the commercial application of 5G, the Haima Yun game platform will usher in new market development opportunities.

According to the official website of Haima Yun, Haima Yun Games provides Android cloud gaming infrastructure and one-stop SaaS services; deploys more than 8,500 servers and 30+ distributed computing nodes, and the overall online time of users that month is nearly 20 million hours.

Haima Yun provides solutions from four directions: game platform, advertising platform, interactive entertainment platform and application platform.

Currently, Haima Yun’s customers include Tencent games, Douyu TV, Toutiao and the three major telecom operators.

From an investment perspective, Giant is in the early stage of cloud gaming and is more sensitive.From a research and development perspective, Giant has entered the stage of Unreal (UE4) engine development. The engine has a high threshold and high difficulty in R&D, but the output game products have high quality and rich game content, which has more advantages in the 5G era. Meng Wei, the giant CFO of

, said: "Currently, cloud games are in the import period. As a content manufacturer, the company will maintain a keen sense of touch, continue to pay attention, and capture market opportunities."

rose from the rise of PC games, to the later entry of mobile game market to achieve breakthroughs, and then to the cloud game layout. Along the way, Giant has made more clarity in its future strategic plan.

In 2020, can the giant stand on his shoulders to make a leap? It will take time to verify.