China's booming online games industry is likely to meet with
some new characters as the Walt Disney Internet Group and Shanda
Interactive Entertainment announced yesterday they would bring
Disney images to games.
Shanda will develop, distribute and operate an online game based
on the magical world of Disney which will feature some of its most
popular animated characters according to the agreement between the
two.
Targeting female online players in China the game will be
available in open beta or preview stage, in the spring of 2007.
Both refused to disclose any financial figures about the deal but
said the online agreement marked the beginning of a long-term
arrangement. Shanda spokesperson Zhuge Hui said the development
process would be wrapped up by the end of the year.
"Shanda has a good reputation and close relations with the
government which encourages and supports healthy games," said
Zhuge. "The application (development) process is expected to go
smoothly," said Zhuge.
China's online games industry has a large and loyal user-base of
mainly young males. Last year the industry's revenue in China
reached 3.77 billion yuan (US$465 million) which was an increase of
more than 50 percent on 2004.
Shanda claims that in the first quarter of 2006 the average
number of users of its online games reached 1.35 million with more
than 30 percent being casual players.
As one of the largest operators of online games in the country
Shanda currently market 12 games including seven involving
role playing and five which are described as casual.
However, the company is looking to develop more games for its
new target market--female players and their families. Online games
have traditionally been designed for young male players.
"The Disney brand and its line-up of animated characters are
already popular in China," said Chen Tianqiao, Chairman and CEO of
Shanda.
"We believe the addition of Disney's wholesome content will
further broaden our user demographic thus making a significant
contribution to the implementation of our home strategy,"
he said.
The agreement with Shanda marks Disney's first step into China's
online market and provides them with a new means of promoting their
stories.
"China has a large online games market with significant growth
and this represents a good business opportunity for Disney," said
Carter Agar, China manager of the Walt Disney Internet Group
(Business Consulting).
Last year Disney and telecommunications company Qualcomm China
jointly launched mobile phones with cartoon content.
(China Daily May 25, 2006)