Tencent released an internal email on February 8, saying that the General Office had decided to adjust the organizational structure and related personnel of IEG Interactive Entertainment Group, which, in terms of scope, was another strategic structural adjustment since the second half of 2014.

Several key points are:

1. Several original game product departments, cooperative product teams and other business support departments have been withdrawn.

two。 A special domestic distribution line has been set up, and a number of new cooperation ministries have been set up to be responsible for the product distribution and operation of the deep cooperation company.

3. An independent department specializing in the two-dimensional track was set up.

4. Directly under the Mutual Entertainment Group, a special department responsible for channel, growth, platform cooperation, flow ecology, content ecology, games and e-sports integrated brand has been set up.

5. Timi, Photon and other self-research studio groups have also been adjusted accordingly.

You can seeThis structural adjustment reveals several development directions of Tencent:Optimization of issuing capacity, growth of flow, promotion of products, grasp of new opportunities.

The game grape learned thatIn the second half of last year or even earlier, the issue of structural adjustment was discussed within IEG.

It is understood that Tencent Interactive Entertainment has always had different views on the mode of cooperation between the self-research studio and the distribution team. The head of a studio told Grape King: "there are mainly some projects that have opinions." It is reported that within IEG, it has also been proposed to turn the studio group into an independent accounting subsidiary, taking the route of self-development and self-development, but this kind of plan was not adopted because it was too radical.

Tencent's issuing abilityIt has been the focus of discussion in the industry.

Around 2014, owning the license of Tencent's issuing line means that as long as it is changed according to Tencent's wishes, it will be able to prosper. And after being tempered by Tencent's strict requirements, almost every team that has worked with has benefited a lot, and the help brought by these experiences for the second and third games is more valuable.

But the problem is that this model highly depends on Tencent's own judgment, but it turns out that Tencent's judgment on the game does not apply to all products. CEO of a certain manufacturer thinks: "We can't stop cooperating with Tencent." "in hindsight, their products do have room for optimization in terms of distribution strategy.

Up to now, although some practitioners still believe in the effect of Tencent's game distribution model, there are more practitioners who disagree that there is a "first-wave" problem in the release of Tencent games. After many game products are launched, there is often only one large-scale investment of resources, which leads to a good achievement, but there is no later article.

In order to improve the success rate, Tencent's requirements for head cooperation products are getting higher and higher. The person in charge of a project team once had a different opinion with Tencent, believing that the user demand put forward by Tencent deviated from the original core direction of the project. But after the final communication, it was adjusted in accordance with the requirements of Tencent. Unfortunately, the product failed to gain a firm foothold after it was put on the shelves.

After the halo of "become what you send" began to fade, some of Tencent's past partners also began to turn around and explore their own distribution ideas, including companies that can also make products in the market.

This reflects what Tencent has encountered at present.Traffic Challen。

Tencent game operations director told Grape Jun, when the platform traffic stopped, the biggest bottleneck of the product is to find new traffic: "there is no own flow of external products, the investment is indispensable." However, in the Tencent system, the flow obtained by domestic demand can only be maintained stable, and the flow of external demand is very important. "

To some extent, Tencent's flow is facing both internal and external tests. Internally, all of Tencent's key products will be introduced to other internal products through Tencent's own channel capacity because of internal demand, which also brings challenges to the distribution of Tencent's own traffic platform. The external problem is mainly two layers, one is what to do when the user is gone, and the other is how to reduce the stickiness after the user becomes amphibious.

A more realistic traffic problem also comes from competitors: byte-bouncing products. In the past, CP and Tencent had a close relationship and knew exactly how much traffic they could get, but now it is no secret how much traffic they can get and how much money they can spend in byte series after a number of products have been proved. The market is changing, and so will everyone's choice.

"Bytes can play games on their own, and they can also open up traffic to other manufacturers to buy, which is also the point that Tencent is most worried about, so Tencent is obviously blocking the threshold of upstream competition such as IP and culture with new literary creation. The CEO believes that more head CP will choose to develop on their own in the future. "this is the eve of the storm."

It is worth noting, however, that before the architecture adjustmentTencent is already in a positive transformation.。

A typical example is that Tencent began to try the release method of "push two waves". The early "Jianwang 3: fingertips" coincidentally ushered in the second wave of large-scale promotion, with remarkable results. Recently, "my chivalrous Man" has also used a similar strategy, which shows that some methodologies are taking shape.

In addition, Tencent is still unstingy about investing in some key projects. For example, BABA had wanted to find Carina Lau's spokesperson, Tony Leung, for "under the Hongtu", although the two sides competed with each other in the process. But Tencent won the cooperation with a higher amount than originally planned.

Tencent is doing it and CP is watching. Since the beginning of last year, similar strategic adjustments have become obvious to Tencent. Many CP who have communicated with the Grape King think that this is a manifestation of Tencent's quest for change and look forward to more changes.

The bigger change comes from Tencent.A change in product attitude。

Last year, Tencent invested in as many as 25 domestic game companies, including Yingzhiyue, Apegi and other entrepreneurial teams that drilled deep into the vertical track. At the same time, Tencent has invested more frequently in overseas companies, from the well-known platinum studio in the mainframe field to Klei, the enduring "famine" team in the independent field.

The general manager of a studio said that he had advised the company to put in fewer teams, "but the boss is very determined."

The reason is actually very clear, Tencent's past successful products, are based on the large release model, this model is also the core value of Tencent. In the view of many people in the industry, if you use this methodology, Tencent's losses may outweigh the gain, and some people think that Tencent does not need to innovate in a "revolutionary" way.

Well, at least in terms of investment, Tencent can't miss it. Tencent's investment action this year is very radical, for the potential team, do not even have any say, all the process is shortened, the boss all confirmed, waiting for CP to sign. As for overseas investment, Tencent is learning more about the mature industrialization process.

Ma Xiaoyi has emphasized the direction of industrialization more than once. In Grape Jun's previous article, he expressed a threshold placed in front of domestic 3A games, that is, industrialization ability. In his view, the barrier to industrialization ability does not lie in the cost of manpower, but in how to greatly improve efficiency and quality through the cooperation of tools, systems and assembly lines, so as to achieve the effect of scale.

And all the changes actually point to the same proposition:"can Tencent seize the next opportunity? "

In the Clubhouse in Shanghai Circle on Feb. 7, the bosses and Leader of major companies all talked about their ideas, and Ma Xiaoyi was "brought to the stage" in the last two hours to sum up. From Ma Xiaoyi's words, we can see that he attaches great importance to the Shanghai game circle.

Admittedly, the game industry was shocked by Mihayou's "original God" in 2020, as well as Lilith's "Universal Awakening", "Sword and Expedition", and earlier Eagle Horn's "Ark of tomorrow". For Tencent, it all means that market share has been grabbed to a certain extent.

Strictly speaking, however, the question to test Tencent is not how to copy the original God, the Ark of tomorrow, and the Sword and Expedition, but how to grasp the popular style of the head of the next big category, such as Arena of Valor and Game for Peace. As mentioned earlier, Tencent's core value is the mass market, not the field of innovation, in other words, its success often depends on late attack.

Recall that the last time Tencent adjusted the organizational structure of IEG, it was 2014 after the "Legend of the knife Tower" shocked the industry. Now it seems that the adjustment of Tencent's issuing strategy was undoubtedly effective in the face of the full change of hands in the market at that time.The three strategies of boutique, emphasis and openness brought about the soaring business of Tencent games for several years in a row. What about this time?

Now that the industry has returned to calm and products have begun to have a say, Tencent's inherent model is bound to face challenges from all sides. In the structural adjustment of Tencent IEG this time: there are special cooperation ministries to maintain key cooperation CP and ensure the sources of products, while some focus on their respective tracks and even tackle the "two dimensions" that have been difficult for a long time; some internal resources are gathered in the self-research studio to try to crack down on new works; and some core competencies tend to be middle-platform, platform, and ecological.

After this adjustment, the resource allocation of Tencent IEG has obviously changed, and the values of Tencent's game have become clearer: it is no longer a platform resource company that has become what it has become in the past, but a company that has "begun to delve into the ability of industrialization and put products, research and development in a more important position."