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中国的游戏市场复苏

2019-11-06来源:东莞康泰旅游

Video games in China

Game on

BEIJING

The media regulator ends a long freeze on new video games

[1] The backlog of new titles awaiting approval has probably surpassed 5,000, so the news on December 29th that 80 new video games had received the blessing of the Chinese government might have seemed underwhelming. But for game developers, any let-up is welcome. After a reshuffle in March that put the new media regulator, the State Administration of Press and Publication, under direct control of the Communist Party’s propaganda department, the firms were forced to forgo profits for the year on all new games.

backlog:  a quantity of work that should have been done already, but has not yet been done   积压的工作

underwhelming:not impressing or exciting you at all平庸的;索然无味的:

[1] 中国游戏市场逐渐破冰。

[2] China’s gaming market, which in 2016 became the world’s largest, generates over $30bn in revenue a year. Among its heavy-hitters are Tencent, which called the unclogging “decidedly inspiring”, and NetEase. Shares in each firm have fallen by about 30% over the past year, as revenue growth slowed sharply (see chart). When the news came their share prices ticked up a little. Both companies’ titles were absent from the first lot of licence approvals, which was dominated by small developers, most of which rely on just a game or two to make money. Observers reckon the backlog is being worked through in the order that the titles were submitted, and that the titans’ titles will be approved in due course.

[2]腾讯网易等大公司受创严重,但是有关部门正在逐渐批准游戏版号。

[3] Over time, their fat budgets relative to smaller firms should help them stay in lockstep with the government as it tightens protections on young gamers—it fears for their eyesight and mental health—and expunges content not in line with “core socialist values”. Tencent has already been regulating itself. It has launched an “anti-addiction” measure for “Honour of Kings”, one of its blockbusters, to limit the play time of under-12s to one hour a day (with a night-time curfew), and that of teens to two hours. Since November it has been expanding this, as well as new id checks by facial recognition, to all its games.

lockstep: a way of walking together where people move their feet at the same time齐步走(步伐):

expunge:to remove or get rid of sth, such as a name, piece of information or a memory, from a book or list, or from your mind   抹去;除去;删去   SYN  erase :

[3] 大公司在按照zf规定规范自己。

[4] Karen Chan of Jefferies, a bank, anticipates that larger batches will continue to receive licences this year, but that their numbers are likely to be less than half those before the freeze, then of 700-800 a month. The government has also warned that it will set a cap on the number of new games; this will mostly crimp developers of low-quality copycats, as well as poker and mah-jong platforms, reckons Niko Partners, a technology consultancy. Even though the latter are played for virtual tokens not cash, they are perceived as unsavoury by the government. In September Tencent shut down its well-loved “Texas Hold ’Em” poker game.

unsavoury: unpleasant or offensive; not considered morally acceptable   讨厌的;无礼的;声名狼藉的;不道德的:

[4] 但是即使在逐步批准游戏版号,但是数量不及之前的一半。

[5] A sweeping sanitisation of content is likely to affect a wider array of games. In December the propaganda department announced a new ethics committee to scrutinise video games. How it operates is fuzzy, but the department has said that among its targets are violence, porn and the rewriting of history. One media outlet that is close to the party criticised “Honour of Kings” for misleading children by giving its characters the name of Chinese historical figures but changing their story—by, for example, turning a Tang-dynasty poet into an assassin, and allowing China’s first physician to cure as well as poison. The department will also put out industry guidelines on how to “abide by social morality”. Among the first set of 20 (undisclosed) titles that it reviewed, the committee requested edits to 11 and rejected nine outright.

[5] 严格的审查批准机制将影响很多游戏。

[6] Demand from gamers is as buoyant as ever. Rather than wait, some indie developers launched their unlicensed games on Steam, an American distribution platform, of which a local version is soon set to start officially. Chinese gamers who accessed them there made titles such as “The Scrolls of Taiwu”, a martial-arts fantasy, and “Chinese Parents” (in which the player is the child of a tiger mum trying to balance parents’ educational expectations with mental health) into strong sellers.

buoyant: tending to increase or stay at a high level, usually showing financial success 看涨的;保持高价的;繁荣的:

indie:not belonging to, working for or produced by a large organization; independent  不属于大公司的;不是大公司生产的;独立的:

[6] 但是游戏玩家的需求依然旺盛。一些开发者转而将未被批准的游戏发布在steam.

[7] Undimmed too is a surge in female enthusiasm. Nearly half of all gamers in China are now women, compared with two-fifths in America, owing to a mix of social media, sleek game design and mobile adoption. Ever more games are aimed at them, such as “Love and the Producer”, which involves dating four virtual supermen. It has been wildly popular with women in their 20s. About the same number of women play the mobile version of “Honour of Kings” as do men. One forecast puts revenue from female gamers at 57bn yuan ($8bn) within two years, up by a third from 2017. For the most dexterous developers, there are plenty of rewards left to unlock.

[7] 目前女性游戏市场也非常大。国内游戏市场还有很多待开发的潜力。



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