Dangerous "set number" gray production: Some net red games are actually "demon" of painting skin

For the domestic 100 billion market size game industry, the game version number is still "in short supply", and the industry has spread that "the game may not sell the version number to make money" in the industry. Solding version number is an extremely dangerous game, and players make money depending on reports.

"What type of game version number do you want? Acquisition or transfer? Now the game version number of the Legend of Xianxia, ​​permanently authorize about 1 million. You send a request, I will give you the name of the version number." , Li Hao, a game version number, actively introduced the daily economic news reporter (hereinafter referred to as a reporter) who asked as a buyer.

In April this year, after more than 8 months of suspension, the game version number was restored. At that time, the Heartbeat Company (HK02400, the stock price of HK $ 19.46, a market value of HK $ 9.349 billion) CEO Huang Yimeng said on the social platform, "joy and weeping", which said the voice of countless gamers, and also revealed the "version of anxiety" in the game market [ 1].

As a "ID card" on the market, the version number has always been the focus of attention of all parties in the game industry. The review of a new version of the new version means the listing of a new game, which also means that the game company gets the "admission ticket" of market monetization.

As an administrative license, the version number is not allowed to be sold in itself. However, when the game version number becomes "scarce", in order to allow the game to go public as soon as possible, many game companies choose to go to the version number of the private sale. The game version of the transaction is more than one million yuan, and different channels, types, and names have different prices.

After nearly two months of investigation and interviews, each reporter has moved to multiple channels, and a number of intermediaries who are engaged in the game version number transactions, the industry calendar who is familiar with the game "set number", senior industry insiders, investors, investors, investors, investors, investors, investors, investors, investors, investors, and investors, investors, investors, investors, investors, investors, investors, investors, investors, and investors, investors, investors, and investors, and investors, investors, investors, and investors, and investors Lawyers, industry authorities, etc., trying to unveil the dangerous game of "set number" ash production.

"There are many phenomena, and the competent authorities have been increasing regulatory punishment in recent years. In the long run, the market is definitely good, but the standardized work can not be completed overnight. Efforts. "An industry person close to the Sounds Association Working Committee emphasized to each reporter.

Dangerous game: A game version number can be sold for millions

Each reporter searched the keyword "version number authorization" on the platform of Baidu Tieba, Xianyu and other platforms, and found that there were many intermediary information engaged in the version number of intermediary agencies, but most of them were cautious. Some intermediary said, "If the company's name is not provided, I can't continue talking with the game. "

Most of the circle of friends in Lihao's WeChat is "Out: Xianxia version number authorization, which can be split in the short term." "Out: game version number, WeChat channel" and other introduction information. In the industry, Li Hao's game version number trading business, also known as the "set number".

Picture source: Li Hao WeChat friends circle screenshot

As an administrative license approval, the game version number is reviewed and released by the State Administration of Press, Publication, Film and Television, and no unit or individual has the right to obtain the version number through private transactions. But without the version number, the game cannot be officially launched in China.

However, not all games can get the version number. Taking the first half of this year as an example, a total of 4 batches of 4 batches and a total of 241 versions are reviewed. For the domestic 100 billion market size game industry, the game version number is still "in short supply".

Faced with great market demand, many game companies have aimed at the "set number" and "version number transaction" business. According to Li Hao, there are two main methods on the market on the market: one is the acquisition version number, divided into permanent authorization and short -term authorization; the other is transfer, that is, the company and the version number are acquired together.

Which game version number is the gray trading market? "Some version number sources are not in use for the original manufacturer, and they will consider authorizing some money to make some money for others. Other is because the company is yellow before the version number is approved, so it will sell reporter.

During the conversation, each reporter learned that the acquisition is a more mainstream transaction method for buying and selling the current version number. The price of its price is mainly determined by the name of the game, distribution channels (Android, Apple, Douyin, WeChat and other channels) and types. Among them, the permanent authorization of omni -channel is also called exclusive authorization, and the price is relatively high.

"Just look at the permanent authorization of the omni -channel, the price of non -mobile game fairy swords is about 500,000 yuan, and the mobile game immortal is about 600,000 to 650,000 yuan, 300,000 to 400,000 yuan from two -dimensional two -dimensional, two -dimensional, two -dimensional, two -dimensional, two -dimensional. Within 200,000 yuan, the soft (software copyright) can be changed. "Zhang Li, an intermediary who has been a version of the version number transaction for 8 years, quoted to each reporter.

A game version number transaction intermediary quotation (WeChat screenshot)

In order to dispel the doubts of reporters, Zhang Li said that her company also has a dozen versions of the number, the version number materials and authorization procedures are complete. As long as there are game packages and companies, they can be launched directly after buying the version number.

Although the set number is illegal, once the adventure is stepped in, the adventurer wants to "use everything." Usually, a game version of the game is not only borrowed by one game, but can be nested with multiple games like a Russian package. "The price of" Mirror Space "of leisure and wisdom is particularly discounted. WeChat channels are 50,000 a year, which is average. The version number obtained in 2017 has been authorized before other games." Li Hao For example.

In addition to the middle business of "set number" transactions, some intermediary companies also provide the game version number application business for small companies that do not understand the game version number application process. Ren Jia applied for the game version number in a company. According to him, the current assistance application price of Xianxia game version number is 45,000 yuan, and the application cycle is more than 12 months. "12 months is only the time to accept the pass. The specific release time of the version number cannot be determined. There are also subsequent urgent services that can be ranked in front, but the cost is very high, it may take hundreds of thousands of operations, and the operability is not great. "

Hidden game: Wandering the steel wire for many years, and underground transactions have risen

More than a month ago, a game industry practitioners broke the news that their company spent 400,000 yuan three years ago with Zhongqingbao (SZ300052, the stock price was 20.48 yuan, and the total market value of 5.366 billion yuan) signed a "game authorization" called "Game authorization". It is actually an agreement with the "game version number transfer". The name of the game is "Flying Bar Journey to the West", and the incident has aroused heated discussions.

Although China Qingbao later stated that individual media reported that the content of the "Flying Bar Journey to the West" and the content of Zhongqingbao was seriously false, but the chaos of the "set number" also appeared again from the public vision [2].

China Qingbao's statement on the "Flying Bar Journey to the West" Source: Zhongqingbao official Weibo

Several senior industry people, investors, game practitioners, and intermediaries told each reporter that the game "set number" phenomenon is that it has been wandering the steel wire for many years. During the expansion of the gaming industry in 2018, gray production such as "buying and selling number" and "set number" was flooded.

In May 2016, the State Administration of Press, Publication, Radio, Film and Television issued the "Notice on the Management of Mobile Game Publishing Service". The notice requires that from July 1 of that year, unprecedented mobile game products shall not be launched to operation; upgraded works and new expansion pieces of mobile games that have been approved and published are deemed to be re -approved as new works. At the same time, games that have not been completed as of October 1 of that year will not continue to operate.

"At that time, the new regulations caused a lot of shock in the industry. On the one hand, the number of game version numbers was relatively fixed, and the number of developers and game products was very large, especially mobile games iterated very fast; on the other hand, many independent developers and many independent developers and Small companies do not understand the approval at all. So the game version number has always been in a state of inadequate supply. "Zhao Li, who has cultivated the game industry for many years, told each reporter.

According to Zhao Li's memories, in 2017 and 2018, many people rely on the selling version number to get rich. "The version number can make hundreds of thousands of money as soon as possible."

In fact, most of the transactions of the "Set Edition Number" are linked to the vacancy of joint operations. "Pretend to be an agent or joint transport, sign a contract, but it is actually a set of skin games. The name of the game may be the same, but the content of the game is completely different." Yang, a well -known fund management company, and senior analyst at the game industry, Yang Brave admitting.

Ren Jia told each reporter, "The cost of buying the version number needs to be paid at one time. The two parties also need to sign an agreement to jointly operate. The agreement will indicate the operating income of the game afterwards."

With the continuous tightening of the game version number distribution since 2018, and the gradual implementation of various regulatory measures for the game industry, the industry is becoming more and more standardized, and the living space of the "set number" is constantly narrowing, making the game version number underground transaction The price rose sharply.

According to Li Hao's observation, the price of the one -year omnisk authorized by Xianxia game version number in 2021 is between 100,000 and 200,000. By this year, the one -year authorization fee of WeChat channels alone will be nearly 200,000. "So many game versions have started to trade according to a single channel."

Mobility game: The super player who earns 20,000 a day is them

Just as Marx once wrote in the "Capital", "Capital always wants to have a faster and easier means to make money". Behind the version number transaction, it is ultimately not the temptation of "making fast money".

"Earn 20,000 yuan a day, I have played his game, it is too pulling, there are still people who have charged money to play." Li Hao told a reporter that the buyer bought this game version number one year's WeChat channel It costs only 150,000 yuan.

Gaming version number sales intermediary, an example of a client "set number" game income picture Source: WeChat screenshot

According to Yang Yong, many mini -game companies in Guangzhou were engaged in the version number in 2017. After all, "fast money is made good." "Because the price of the game has become more expensive, there are relatively fewer people who do in 2020 and 2021. After the market in the first half of this year, the market will come out."

At the moment when the Internet is constantly dividing the audience, obtaining users' attention is a compulsory course for all content products. The purchase volume of the game company is mainly advertising and marketing. For example, the successful representative of the buy volume market "Playing Blue Moon", relying on the bombardment of the bombardment and a brainwashing advertisement word "Come to cut me", creating a single monthly running water through 1 billion yuan [3].

Photo source: Playing Lanyue Official Weibo

In Yang Yong's opinion, most of the "set number" online games on the risk of risk are small manufacturers. The model of making money is to get a group of players through the buying amount, and then induce players to earn money to earn a wave of fast money. "How much can you make, the whole cycle may be one or two months."

Zhao Li also confirmed to every reporter that most of the players in this gray area are small companies. He said that the bigger the big company, the more he did not dare to do the version number transaction, and they might use the "vest bag". That is, the same game is promoted by replacing different names and promotional materials. At first glance, users are different games, but they are the same. "This is a marketing strategy. It is not a set number. There are quite a lot of this approach." It is done by a small company. "Zhao Li said.

At the moment when the "boutique" in the game is a big game, the quality of the game on the version of the version is difficult to be competitive. However, Yang Yong believes that the target group of the "Set Edition" game itself is mainly users in third- and fourth -tier cities. "Such users don't care who the game is the out of the game, just pursue it well. For example

Before the sickle that harvested the fast money, some people were regulated by the net, and some were planted in a larger interest chain.

According to Zhao Li's observation, the current supervision of the set version mainly depends on corporate self -discipline, platform verification and reporting mechanism. Among them, there are different types of reports: players report, the purpose is to get back the recharge money; the competitors report, the purpose is to win market competition.

"I heard that a game company's security report reported their company's boss 'set number', and the boss sealed him. In Guangzhou, some people made money by extortion. Forcing the industry to be more self -disciplined. "

Every reporter noticed that in the 2020 and 2021 game approval information announced by the official website of the National Press and Publication Administration, a total of 20 games were revoked by the existence of violations.

2020 game approval information section List List.

Wang Guangying, the founder of Beijing Jingshi Law Firm, and the chief company lawyer, said: "The game set number is illegal, and the version number trading agreement signed is also invalid. The behavior of illegal use of the version number has always been zero tolerance, and its strikes have become increasingly strong. The number of administrative penalties in the gaming industry is also rising. "

Reasonable game: The industry rely on "volume" to win the threshold for enrollment to "buy sand"

"With the improvement of copyright protection in recent years, and strengthening management and compliance with regulations, it has developed towards a good market. Complicated, it is not just a version number problem. This requires continuous efforts of multiple parties, such as strengthening the training and education of practitioners, strengthening the management system, and coordinating mechanism in the future. Industry insiders of the Union Working Committee said.

Prior to 2018, the domestic game industry was the crazy era of "war fire", and it was also chaotic while growing rapidly. Beginning in 2018, the supervisory big hands began to regulate the game industry. From April to November of that year, the version number approval was suspended. According to incomplete statistics, after the number of editions is restored, the number of monthly issuance issues will be reduced from 700 to about 250 in 2019, and it has subsequently contracted further.

From April to August 2021, from game approval to the protection of minors, relevant departments have released a number of supervision measures for games. In July of the same year, the version number was suspended again. After the version number is resumed again in April this year, the average monthly number is about 60.

The limited distribution of the version number also directly led to the self -"blood change" of the game industry. Data show that in 2018, the number of gaming companies that canceled and revoked nationwide were only 9,705; and in 2019, this number reached 18,710, which was almost doubled.

Li Xuan is a well -known game company director. He told each reporter that the development of a game is a process of interaction. From all aspects of R & D, internal testing, and public beta, they must accept the real feedback from users, and they can be officially released in the end. If the version number approval is uncertain, the game company cannot plan the work process, just like the farming does not know when and harvest. "The company walked with eyes, and everyone knew that the eyes were dangerous, not to mention that it was full of uncertain market -oriented competitive environment."

Li Xuan also knows the existence of underground transactions in the version number, but he believes that the game of the "set number" is easy to distinguish. "In addition, this behavior is purely risky and cannot form a trend. However, some game companies have to take risks on the premise of knowing that they are unable to do. In addition to chasing interests, some are because they can't wait for the version number. The mentality. "

The example of "before dawn" is not uncommon. In the game version number released in June this year, Shenzhen Qianzhi Interactive Network Technology Co., Ltd., the operating company of "Intelligence Betting", has been canceled on March 7 this year; The operating unit Wuhan Twenty -three Information Technology Co., Ltd., its official website has become a flea website that focuses on rental and part -time recruitment.

Picture source: Screenshot of the company's official website

For the domestic game industry with a market size of over 200 billion yuan, large and small companies, and complicated ecology, the changes in the version number approval can promote the quality of the game content to a certain extent, thereby standardizing the industry.

As the person in charge of a well -known game company, Wang Wang told each reporter that "only 10%to 20%of the most top -notch market can be applauded and appointed. A group of companies with poor -made games and operation capabilities are not all game companies that have the ability and resources to create high -quality games. "The existence of the game version number, whether the game products can participate in market competition. At the moment when the version number is limited and the small and medium -sized company adventure set number, it is represented by Tencent (HK0700, HK $ 315.2, a total market value of HK $ 3.02 trillion), NetEase (HK9999, HK $ 138.8, and a total market value of 455.818 billion Hong Kong dollars). The game company has also been paid more attention and expectations.

However, in Wang Wang's view, the game industry is different from the Internet industry. The Internet is rolled to death through algorithms. However, the game as the content industry has many uncertainty, not an industry that can win by volume. "Just like the development of the game, it is not a algorithm -driven link. It is an industry with a heavier talent scale, so even if the Internet giant is doing games, their so -called competitive advantages may not be applicable."

(Note: In response to the respondents, Li Hao, Zhang Li, Ren Jia, Yang Yong, Zhao Li, Li Xuan, Wang Wang all in the text are all pseudonyms)

Reporter's Notes | Rectify the game version of chaos and the common fate of everyone in the industry

In an interview for two months, although the reporter was surprised by the continuity and richness of the version number trading gray chain, he also saw the pain in the development of the game industry and the trend of continuous good.

In April of this year, the Chinese game version number resumed and distributed, and a total of 241 versions were issued; in July, 27 departments including the Ministry of Commerce issued the "Opinions on Promoting the High -quality Development of Foreign Cultural Trade", and proposed "focusing on promoting cultural media, online games online games, online games , Anime, creative design and other fields, carry out pilots to optimize the approval process reform, and expand online game audit test points. "

The benefits of the game version number have undoubtedly greatly boosted confidence in the development of the entire gaming industry.

At present, for the 100 billion -scale game market, in the era of existing competition, the healthy development must be healthy. In addition to improving access and quasi -issues, the standardization, marketization, and collaboration of each link are equally important. As many practitioners say, behind the version number trading gray chain, it is not just the problem of the version number itself, but it is related to the common destiny of every ring and each person throughout the industry.

Reference

[1] "After 263 days, the game version number is restored! Chairman of the game company in the circle of friends "crying and crying", Daily Economic News

[2] "Zhongqingbao responded to the game version number sales storm: the authorization chain is clear, the version involved is not its application", surging news

[3] "" "The Conduct of" Playing Blue Moon ", Beijing News

Reporter | Wen Menghua Zhu Peng

Edit | Yang Xia

Coordinating Edit | Yi Qijiang

Vision | Liu Qingyan

Video editor | Zhang Han

Capture | Yang Xia

Daily Economic News

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