The Development Of China Mobie Game Industry Under The Perspective Of Industry Chain

With the continuous development of Internet technology, the deepening of “Internet +”concept, mobile game has become one of the most popular industries. From the sprout in 2012 and the hot in 2013,then to a major reshuffle of the industry in 2015,the development of China mobile game industry is rapid and ever-changing. The development of mobile game industry is also accompanied by the formation and development of the industrial chain. This paper will analyze the pattern of mobile game industrial chain and its development,including longitudinal development and the lateral development,by the view of industrial chain.In the early time, the chain of mobile industry inherited the trajectory of online games. From top to bottom, the developers, publishers, channels, users, these four core sections consist the linear chain. The developer is located in the upstream of the industrial chain and it is the content maker. Publishers and channels located in the middle, play a connecting role. The user is in the downstream of industry chain and it is the consumer of the mobile game product. But, with the further development of the industry and the intensifies of market competition, this top-down chain model has been unable to meet the needs of competition. So more and more developers was purchased by the publishers. At the same time, in order to suppress the channel, a lot of mobile game companies started to expand the range of its channels, expand the scope of their business chain by way of self and acquisitions and build their own platform. Thus, mobile games platform appeared. Compared with the industrial chain,platform model bring the entire system to competition. It will help to integrate the industry resources, meet demand and enhance the value of the entire industry. However, the generating of platform does not represent the end of this traditional industry chain, the platform is the development trend in the mobile game industry. In a sense, the role of the platform is more like industrial chain channels.. In the current market, the industry chain and platform still coexist.If the building of platform and the acquisition between the industry chain belong to the vertical development, then, along with the pan-entertainment trend, this chain has begun a horizontal development. Development of mobile game industry is the process which is from separate functions to the industry chain and to platform. However, this is not the ending. In the Internet era, the mobile game industry will restructure and expand the industrial chain in the more alarming rate and more grand ambitions. When “IP” “pan-entertainment” have become hot topics of mobile game industry, the industry will tentacle in various fields such as film and television, popular varieties, literature, cartoon and so on.