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騰訊布局游戲業(yè),下一個(gè)獵物是誰(shuí)?

騰訊布局游戲業(yè),下一個(gè)獵物是誰(shuí)?

John Gaudiosi 2016年01月18日
騰訊主要有三個(gè)首要任務(wù):擴(kuò)大其在西方游戲市場(chǎng)中的份額,發(fā)展全球手機(jī)游戲市場(chǎng),主導(dǎo)中國(guó)的電子競(jìng)技產(chǎn)業(yè)。

中國(guó)科技巨頭騰訊控股最近完成了對(duì)Riot Games的收購(gòu)。Riot Games是世界熱門游戲《英雄聯(lián)盟》的開(kāi)發(fā)商。

據(jù)SuperData Research公司統(tǒng)計(jì),這款游戲每月的玩家人數(shù)超過(guò)1億,每年為位于洛杉磯的開(kāi)發(fā)商創(chuàng)造約15億美元收入。

騰訊在2011年2月以4億美元收購(gòu)了Riot Games的多數(shù)股份(93%)。研究公司EEDAR分析師帕特里克?沃克表示,Riot當(dāng)時(shí)的估值為5億美元。

沃克表示:“據(jù)EEDAR估算,目前《英雄聯(lián)盟》每年的收入將超過(guò)10億美元,這意味著Riot的價(jià)值遠(yuǎn)遠(yuǎn)超過(guò)10億美元,為獲得Riot的剩余股份,騰訊應(yīng)該要花一大筆錢?!?/p>

在多人聯(lián)機(jī)在線競(jìng)技游戲興起之初,騰訊便看到了它的潛力。騰訊在2008年11月便獲得了《英雄聯(lián)盟》的中國(guó)代理權(quán),并在2009年首次投資Riot Games公司。

《英雄聯(lián)盟》深受中國(guó)玩家的喜愛(ài)。據(jù)研究機(jī)構(gòu)Newzoo估算,《英雄聯(lián)盟》每月的活躍用戶有8500萬(wàn),其中至少4000萬(wàn)位于中國(guó)。

Newzoo公司 CEO彼得?沃爾曼表示:“兩年前,騰訊曾間接表示,僅有半數(shù)《英雄聯(lián)盟》玩家來(lái)自中國(guó)?,F(xiàn)在,這款游戲已經(jīng)是中國(guó)最受歡迎的多人聯(lián)機(jī)在線競(jìng)技游戲。同樣重要的是,它也是中國(guó)規(guī)模最大的電子競(jìng)技項(xiàng)目?!?/p>

沃爾曼認(rèn)為,騰訊主要有三個(gè)首要任務(wù):擴(kuò)大其在西方游戲市場(chǎng)中的份額,發(fā)展全球手機(jī)游戲市場(chǎng),主導(dǎo)中國(guó)的電子競(jìng)技產(chǎn)業(yè)。

沃爾曼認(rèn)為,騰訊主要有三個(gè)首要任務(wù):擴(kuò)大其在西方游戲市場(chǎng)中的份額,發(fā)展全球手機(jī)游戲市場(chǎng),主導(dǎo)中國(guó)的電子競(jìng)技產(chǎn)業(yè)。

與西方發(fā)行商不同,亞洲的游戲發(fā)行商通常采取的策略是控制內(nèi)容和發(fā)行渠道。

沃爾曼說(shuō)道:“騰訊在中國(guó)繁榮的在線廣告業(yè)務(wù)擁有更大的份額,因此,從中長(zhǎng)期來(lái)看,電子競(jìng)技將成為獲取新收入,并推動(dòng)公司發(fā)展的關(guān)鍵途徑。此外,相比西方發(fā)行商的作法,騰訊還可以將它的PC和手機(jī)游戲變成真正的娛樂(lè)特許經(jīng)營(yíng)業(yè)務(wù)?!?/p>

雖然Riot Games是騰訊全球視頻游戲策略的一個(gè)關(guān)鍵部分,但它也只是其中一個(gè)環(huán)節(jié)。沃爾曼表示,騰訊在Glue Mobile占有顯著份額,并且擁有動(dòng)視暴雪至少10%的股份。動(dòng)視暴雪最近以59億美元收購(gòu)了King Digital Entertainment 公司。

沃爾曼說(shuō)道:“騰訊間接控制了全球前十大游戲公司約三分之一的游戲收入?!?/p>

此外,騰訊在動(dòng)視暴雪不斷發(fā)展的電子競(jìng)技業(yè)務(wù)中也占有一定的份額。動(dòng)視發(fā)行公司已經(jīng)對(duì)電子競(jìng)技領(lǐng)域進(jìn)行了長(zhǎng)達(dá)5年的投入,還計(jì)劃在2016年舉辦總獎(jiǎng)金高達(dá)300萬(wàn)美元的“使命召喚世界聯(lián)賽”。暴雪娛樂(lè)也有非?;钴S的電子競(jìng)技聯(lián)賽,競(jìng)賽項(xiàng)目包括《星際爭(zhēng)霸2》、《爐石傳說(shuō)》、《風(fēng)暴英雄》和玩家人數(shù)越來(lái)越多的《魔獸世界》。

雖然包括阿里巴巴在內(nèi)的許多中國(guó)公司都受到了經(jīng)濟(jì)低迷的影響,但騰訊卻保持著繁榮的發(fā)展態(tài)勢(shì)。截至2015年9月,騰訊的市場(chǎng)估值達(dá)到2300億美元。除了網(wǎng)絡(luò)業(yè)務(wù),騰訊還有超過(guò)10億微信和QQ用戶。分析師相信,騰訊對(duì)視頻游戲業(yè)務(wù)的投資遠(yuǎn)沒(méi)有結(jié)束。

SuperData公司CEO約斯特?范德倫表示:“騰訊的前景無(wú)可限量。我可以想象騰訊會(huì)投資一家游戲發(fā)行商,例如Wargaming。只要騰訊發(fā)現(xiàn)一款它喜歡的游戲——當(dāng)然是按照它的標(biāo)準(zhǔn)——它便會(huì)決定自己開(kāi)發(fā)和完善這款游戲,或者投資和收購(gòu)開(kāi)發(fā)這款游戲的公司。(財(cái)富中文網(wǎng))

譯者:劉進(jìn)龍/汪皓

審校:任文科

Chinese tech giant Tencent Holdings recently completed its acquisition of Riot Games, the developer behind the world’s top eSports game,League of Legends.

The game has over 100 million monthly players, which generate approximately $1.5 billion annually for the Los Angeles-based developer, according to SuperData Research.

The company acquired a majority stake (93%) of Riot Games back in February 2011 for a reported $400 million. According to Patrick Walker, analyst at research firm EEDAR, Riot was valued at $500 million back then.

“With EEDAR estimating current League of Legendsrevenues to be more than $1 billion per year, this means that the value of Riot is significantly higher than $1 billion and Tencent would have paid a lot of money for the remaining 7% of the company’s shares,” Walker says.

Tencent TCEHY 0.36% had seen the potential for the multiplayer online battle arena (MOBA) game from its inception. The company signed a Chinese distribution deal for League of Legends in November 2008 and made an initial investment in Riot Games in 2009.

Chinese gamers love League of Legends. The game has 85 million monthly active users, at least 40 million of whom are in China, according to estimates from research firm Newzoo.

“Two years ago, Tencent indirectly stated that just over half of their players were from China,” says Newzoo CEO Peter Warman. “It is by far the leading MOBA in China and, equally important, the biggest eSports franchise.”

Warman believes that Tencent has three main priorities: growing its share of the Western games market as a whole, growing the global mobile games market, and dominating eSports in China.

Tencent has three main priorities: growing its share of the Western games market as a whole, growing the global mobile games market, and dominating eSports in China.

Different from Western publishers, Asian game publishers most often have a strategy that involves owning content as well as distribution channels.

“ESports is a key route to new revenues and company growth for the medium- to long-term future, giving Tencent a larger share of China’s booming online ad business,” Warman says. “It also allows them to build out their PC and mobile game titles into true entertainment franchises comparable to what Western publishers have done.”

While Riot Games is a key part of Tencent’s global video game strategy, it’s but one piece of the pie. Warman says Tencent controls a significant share of Glu Mobile and has at least a 10% stake in Activision Blizzard Inc. ATVI 1.21% , which recently acquired King Digital Entertainment for $5.9 billion.

“Indirectly, Tencent partially controls about a third of the revenues generated by the top 10 global companies, according to game revenues,” Warman says.

Tencent also owns a piece of Activision Blizzard’s growing eSports business. Activision Publishing has the $3 million Call of Duty World League launching in 2016, an expansion of the publisher’s five-year commitment to eSports. And Blizzard Entertainment has active eSports leagues aroundStarCraft 2, Hearthstone, Heroes of the Storm, and a growing World of Warcraft audience.

While many Chinese companies, including Alibaba BABA 2.38% , have been hurt by the down economy in China, Tencent has prospered. The company had a $230 billion market valuation as of September 2015. In addition to its web business, the company has over 1 billion users of its mobile chat products WeChat and QQ. And analysts believe Tencent isn’t finished investing in the video game business.

“For a firm like Tencent, the sky’s the limit,” says SuperData CEO Joost van Dreunen. “I can imagine a scenario in which Tencent would invest in a publisher like Wargaming, for instance. Whenever Tencent sees a game they like—based on specific metrics, of course—it decides to either build it itself and improve on it, or invest and acquire the firm behind it.”

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