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一份法国游戏产业情况报告! |出海法国游戏岛群第75期

2019-12-20 19:32:53

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在过去的几年中,在线,社交网络和手机游戏市场一直火爆。它已经发展成为一个价值数十亿美元的行业,并且在可预见的未来,尤其是在欧洲,有望继续快速增长(请参阅此处和此处有关该行业的最新研究)。

当然,我们在Rude Baguette遇到的关键问题是:1)法国游戏开发商,生产商和发行商的情况如何; 2)他们是否有能力利用这一巨大的增长。从很多方面来说,法国应具有良好的行业领导地位,因为它与Ubisoft,Activision Blizzard(是美国市场,但由Vivendi拥有)以及最近的Gameloft等游戏巨头有着悠久的历史。

但是,法国在游戏领域的核心优势往往更多地集中在该行业的严肃游戏和/或游戏机领域。在线,移动和社交网络游戏完全是另一种动物,其(相对)较低的进入门槛和对开放式开发平台的访问权限使小规模开发人员更容易开发出这款热门游戏并几乎在一夜之间成为国王(即Zynga,Wooga,Playfish,Rovio等)。在线和越来越多的手机游戏领域的领导者Gameloft当然应该被视为法国的成功案例。但是法国还有其他例子吗?总体而言,法国游戏行业正在发生什么?为什么法国真正有能力明确地证明自己是该领域的领导者?

我将这些问题发给全国JeuVidéo国家银团(SNJV)总裁Nicolas Gaume,他是游戏行业企业家,并且拥有诸如行业先驱Kalista和最近的Mimesis Republic等企业的风险投资。

 

我知道法国在游戏领域拥有悠久的历史。法国游戏今天怎么样?

在传统游戏领域,我们仍然有许多领导者,例如您可能知道的Ubisoft…。但是,我们还有许多成功的游戏工作室,例如Quantic Dream,Asobo(从事皮克斯游戏),Arkane Studios(位于里昂和最近被一家美国工作室购买),还有很多其他。 SNJV有200多家公司[其会员资格]。其中许多仍处于传统游戏领域,正在开发主机游戏。现在有了休闲,移动,网络和社交游戏,一个新品种正在增长。在这个领域中,我们有几个活跃的参与者,例如Bulkypix,它是Vivendi的衍生产品,当然是Gameloft,在社交游戏领域中是Ankama和Kobojo。据说我们是仅次于美国和iPhone游戏最大的社交游戏生产空间。但是,事实是,我们有很多小公司,而且它们非常分散。

法国是否有能力成为在线,社交和手机游戏的发源地?

是。我们是制作游戏的地方。我们托管并建立了成功的游戏公司,这是事实。环境中有些事情需要改进,但有三点使法国在该领域处于有利地位:

1.我们将重点放在技术和艺术上,这是有用的,因为我们的行业是依靠交叉创新和学习的行业。采用更通俗易懂的方法的教育体系也有助于促进这一点。

2.我们拥有该领域的领导者,为初创企业和小型企业提供了灵感。他们看到了这些领导者,对自己说,我也可以从法国发展一个可持续发展的成功游戏公司。

3.有许多经济上的激励措施,例如,JeuVidéo信贷点由国家退还20%的生产成本,Recherche信贷点也可以加在上面。与其他国家/地区相比,它们可能还不够,但这仍然非常有趣。法国在这方面一直处于欧洲前列。

法国是否被誉为全球游戏产业的主要参与者? SNJV在做什么以帮助您?

我不认为法国是第二大社交游戏生产国。但是,我们全部产品的70%销往法国境外。因此,我们确实对法国游戏产业充满了对“世界”的兴趣。 SNJV最近推出了“ Le Game”,这是我们在全球范围内宣传法国游戏产业的重要途径。 SNJV还开展了其他一些活动来帮助我们的会员发展,例如培训,咨询和提供信息(关于财务激励/投资和法律事务)以及协助出口和销售。

您对法国的游戏开发商有何挑战?

有几种。但是,该行业令人兴奋的是,它确实涉及威胁和机遇。例如,在传统游戏中,人们以50欧元/ 60欧元购买游戏时,该模型要简单得多。效果不如以前。现在有很多新模式,例如免费增值和订阅。这改变了很多习惯,但也创造了很多机会。我们很幸运在法国看到成功的公司出现。其中一些已由较大的公司(即Ubisoft)购买或与之合作。这创建了一个有趣的生态系统,也正在推动我们的培训。事实是,我们在法国的专业知识是个人才能,而挑战是如何使所有这些人才共同努力,并将其与市场联系起来。

另一个挑战是我们有许多小公司和一些大型公司,但中间没有那么多。这主要是由于缺乏投资。与其他高科技行业一样,我们需要投资来扩大……但是,游戏开发往往需要更多的资本,因此,与传统的初创公司相比,我们倾向于要求更多的投资。这不是许多VC的典型讨论。 SNJV正在研究吸引投资者的方法,并探索其他筹资可能性(例如政府计划(即投资基金))如何有用。

除了帮助发展法国的游戏产业外,SNJV还定期提供有关法国游戏业的有趣研究。您可以在这里找到他们的最新研究。

 

 

Game On: France's games industry

 

The market for online, social-network, and mobile games has been on fire over the last several years.  It has grown into a multi-billion dollar industry and is expected to continue its rapid growth for the foreseeable future, particularly in Europe (see recent studies on the sector here and here).

Of course the key questions we have at Rude Baguette are 1) how are French game developers, producers, and distributors doing and 2) are they are well-positioned to capitalize on this massive growth.  In many ways, France should be in a good position to be a leader in the sector given its rich history with gaming giants such as  Ubisoft, Activision Blizzard (yes US based, but owned by Vivendi), and, more recently, Gameloft.

However, France’s core strengths in gaming tend to focus more on the serious and/or console gaming segments of the industry.  Online, mobile, and social-network gaming is a whole other animal where its (relatively) low barriers to entry and its access to open development platforms make it much easier for small-scale developers to develop that hit game and become kings virtually overnight (i.e. Zynga, Wooga, Playfish, Rovio, etc).  Gameloft, a leader in online and, increasingly, in mobile gaming certainly should be considered a French success story.  But  what are France’s other examples?  What is going on in France’s gaming sector in general and why does France have a real shot to be able to clearly establish itself as leader in this space?

I put these questions to Nicolas Gaume, president of the Syndicat National de Jeu Vidéo (SNJV), who is also a serial games industry entrepreneur with ventures such as the industry pioneering Kalista and, more recently, Mimesis Republic:

I know France has a rich history in the games sector.  How is France doing today?

We still have many leaders in the traditional gaming space such as Ubisoft, which you probably know…But we also still have many successful game studios, such as Quantic Dream, Asobo (who does the Pixar games), Arkane Studios (based in Lyon and recently purchased by a US studio), and there are lots of others.  SNJV has 200+ companies [in its membership]. Many of these are still in the traditional gaming space, developing console games.  There is now a new breed that are growing thanks to casual, mobile, web and social games. We have several dynamic players in this space such as Bulkypix which was a spin-off of Vivendi, Gameloft of course, Ankama, and Kobojo in the social gaming space. We are said to be the biggest production space for social gaming after the US and the same for iPhone games.  But, the truth is that we have a lot of small companies and they are very scattered.

Does France have what it takes to be a powerhouse in online, social and mobile games?

Yes. We are a place where games are made.  We host and generate successful game companies and that’s a fact.  There are some things in the environment that need to be improved, but there are three things that makes France well-positioned in the sector:

1. We have a focus on technology and art which is useful as our sector is one which draws on cross-innovation and learning.  The education system, which takes a more generalist approach also helps to foster this.

2. We have leaders in the sector which serve as an inspiration for startups and smaller players.  They see these leaders and say to themselves I can also develop a sustainable, successful game company from France

3.There are many financial incentives such as the Crédit Impôt de Jeu Vidéo where 20% of production costs are refunded by the state and the Crédit Impôt de Recherche which also can be added on top.  They’re probably not enough vs what is given in other countries, but it is still very interesting.  France has been in the forefront in Europe in this regard.

Is  France known as a key player in the global games industry?  What is SNJV doing to help?

I don’t think it’s known that France is, for example, the second biggest producer of social games.  However, 70% of our entire production is sold outside of France.  So, we do have an appetite in the French games industry for the ‘world’.  SNJV has recently launched “Le Game” which is an important way for us to get the word out globally about the games industry in France.  SNJV also has several other activities to help our members develop, such as training, advising and providing information (on financial incentives/investment and legal matters) and assisting on exports and sales.

What are the challenges that you see for game developers in France?

There are several.  But, what’s exciting about the industry though is that its really about threats and opportunities. For example, in traditional gaming, where people would purchase a game for 50€/60€, the model was much simpler.  This is not working quite as well as it used to.  Now there are a lot of new models, such as freemium and subscription.  This has changed a lot of habits, but it also has created a lot of opportunities.  We’ve been quite fortunate in France to see successful companies emerge.  Some have been purchased by or partnered with larger companies (i.e. Ubisoft).  This has created an interesting ecosystem and is also driving our training ground.  The fact is that our expertise in France is individual talents…the challenge is getting all these talents to work well together and connecting them to the market.

Another challenge is that we have many small companies and some large players, but not as many in the middle.  This is primarily due to lack of investment.  As with other tech industries we need investment to expand…however, game development tends to be more capital intensive, so we tend to ask for more investment than a traditional startup.  This is not the typical discussion for many VCs.  SNJV is working on ways to attract investors as well as explore how other funding possibilities, such as government initiatives (i.e. investment funds), might be useful.

In addition to helping develop France’s games industry, SNJV also periodically provides interesting research on the games sector in France.  You can find their most recent study here.


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