Chapter 2594 Exclusive Mode

The logic of game streaming and movie streaming is very similar.

The game stands out even more.

A movie ticket only costs a few dollars, and a game masterpiece often costs dozens of dollars.

Too many games get buried under limited budgets.

For players, there is no chance to even try.

No money to buy it!

Under the traditional business model, this is also a difficulty that game manufacturers cannot get around. If the price of the game is low, the revenue will be reduced; if the price of the game is high, the player base will be reduced.

But by adjusting "budget constraint" to "time constraint", this difficulty is easily solved.

Steam launches a subscription membership service and a membership package. As long as you pay the monthly membership fee, you can enjoy all the games in the membership package for free.

This provides players with an opportunity to try it out.

No more budget constraints.

However, everyone's time is limited, and players definitely want to play the best game. There are so many games in the membership package. Players can try them one by one and then choose their favorite game to play.

In other words, if you want to truly occupy the player's time, the game must be interesting and fun enough!

This completes the transformation from channel advantage to content advantage.

Joel Hart said with a smile: "I have been studying Netflix for two years, and I go to Netflix almost every weekend to learn from it. I think it is completely possible to apply Netflix's movie operation ideas to games. ."

When it comes to movies, Zhou Buqi knows more than him. He said: "Compared with movies, the membership service of this kind of game will have more prominent functions. There will still be countless fans to watch old movies. Old games will not There is such an advantage. Just like "Grand Theft Auto", players will be more obsessed with the latest version. After the "Grand Theft Auto 13" version was launched, the "Grand Theft Auto 12" version also lost its market. Even if "Grand Theft Auto" 12" is a very mature top-level racing game, but it has also lost its revenue-generating effect."

These words really spoke to Joel Hart's heart, and he quickly said: "Yes, I think the same way! After the new version of the game is launched, the old version will withdraw from the market. But the new version of the game is often very expensive, "Grand Theft Auto" The regular version of "Grand Theft Auto" often sells for more than $50. This has resulted in many players not having played this top-notch racing game. We should provide players with an opportunity to access "Grand Theft Auto" at a small price. After the launch of "Grand Theft Auto 13", "Grand Theft Auto 12" was added to the membership package. Players can play "Grand Theft Auto 12" as long as they purchase a Steam membership. Although it is an old version, it is It is also more playable than most racing games on the market. "Grand Theft Auto 12", including "Grand Theft Auto 11", "Grand Theft Auto 10" and other versions, can all rely on the content in the membership package. It wins among many games. When players fall in love with this series of games, they are likely to buy the latest version."

Zhou Buqi nodded, "If you want to fight against traditional forces, the best way is not to help them with reforms, but to find a new business growth point for them."

Joel Hart flattered him again and praised: "The big boss's vision is always so clear."

Zhou Buqi smiled and waved his hand.

Joel Hart continued: "Even major game companies like Ubisoft have always adhered to traditional operating methods. The best way is to win over some Ubisoft-owned companies that can no longer make money through traditional channels. Games, add them to the new channel of membership package, allowing them to turn waste into treasure.”

Zhou Buqi said: "Members can have more services."

"Yeah?"

"For example, if you become a member, you can enjoy a 50% discount when purchasing other games that are not included in the membership package. For example, members can participate in the internal testing of some new games first. For example, some official offline activities will only Choose from members. You can also cross-subsidize with some external products.”

"Yeah! There should be!"

"You can look at Amazon's membership. They are constantly adding more services to their members. The entire Amazon membership system has become their core business."

"This..." Joel Hart hesitated, "Amazon membership can provide many services because Amazon's membership price is high enough. If we only charge $9.9 per month, we will not be able to provide membership services. It will be very limited.”

"Um?"

Zhou Buqi felt that there was something in his words.

Joel Hart felt a little guilty, "My original plan was a composite plan. The ordinary membership is US$9.9 per month, and the premium membership is US$29.9 per month. You can enjoy more services and play more games."

Zhou Buqi also disagreed, "We need to take our time and start with basic services. The most important thing in Internet business is traffic and users. We cannot scare away players with high prices."

Joel Hart nodded, "Indeed, we are likely to encounter some difficulties in the early stages."

Zhou Buqi smiled and said: "It won't be that difficult. It will always be much easier than Netflix and Spotify. How difficult is it to obtain copyrights for movies and music? The Beatles' music has been around for decades, and the annual copyright price is There are still hundreds of millions of dollars, how can the game have this ability? The value of the old version of the game will be greatly reduced."

Joel Hart said: "Yes, starting with old games is an entry point for the Steam membership subscription service. This time I came to Ubisoft to try to sign all their old classic games."

"What about the cooperation model?"

"In the early stage, we will give you a guaranteed fee, and later on, we will divide the membership fee into a certain amount based on how long the game has been on Steam."

Zhou Buqi said: "I want to sign an exclusive contract."

Joel Hart smiled and said, "Yes, sign for exclusives, like Netflix. It is easier to sign for old games to be exclusive. Some new games that are not popular and lack channels also have the opportunity to sign for exclusives."

The logic is similar to the movie.

For example, "Inception."

After the movie is released, Warner has to go through a series of channel operations, showing it in cinemas, distributing DVDs, broadcasting it on pay TV stations, broadcasting it on free TV stations...

After going through the entire set of traditional channels, the short-term value of this movie has been basically squeezed out.

At this time, sign an exclusive contract with Netflix at a high price.

Netflix paid $150 million to exclusively own the global streaming rights to the movie "Inception" for the next five years. Any viewer in the world who wants to watch "Inception" on the Internet has only two options, either to watch a pirated version or to subscribe to Netflix.

There will be a steady stream of new users.

The exclusive model is the greatest competitiveness of streaming media platforms.

Whether it’s movies, music, or games.

When a new game is launched, it must go through all traditional channels and squeeze out as much value as possible within this year.

When it's "out of style", then sign the game exclusively to Steam.

The number of registered players on Steam exceeds 280 million, which is a very large number. Although a game is "out of fashion", the coverage of traditional channels is too narrow and there are restrictions on high selling prices. There are actually very few players who have played this game.

Under the platform effect of Steam, you can play for free if you become a member. Outdated games still have huge potential value waiting to be tapped.

Ubisoft is an iconic European gaming giant.

After winning Ubisoft, the flag was raised.

More and more game manufacturers will follow suit and participate.

Zhou Buqi said: "The value of outdated games is much cheaper than outdated movies, music, etc. The biggest attraction of this membership business is the exclusive signing of some games that were popular in the past but are now outdated. Let’s go! Let’s go to Ubisoft’s place and have a look!”