Baidu Games to Shift to Independent Operations Model
Sina Tech, 1/31/12
Wang Fei, general manager of Chinese internet company Baidu's (Nasdaq: BIDU) gaming division, has revealed that while Baidu has previously pursued a co-operation model for gaming, Baidu Games will shift to an independent game operations model in 2012.
According to Wang, Baidu's online gaming platform has over 100 mln users, including over 500,000 for browser game DDTank alone, but has room to further expand its user base due to its comparatively superior resources.
Because co-operation requires the participation of multiple platforms, Wang said some prove not to be a worthwhile investment, hence Baidu will increase investment in independently-operated games going forward, allowing Baidu to leverage its own brand.
In December 2011, Baidu announced it would independently operate Hangzhou-based game developer Funcity's MMORPG Shuihu Qunying Zhuan. Shortly thereafter, Baidu formed a strategic partnership with Guangzhou-based online game developer and operator Langqi Game to self-operate Langqi's Journey to the West-themed 2D turn-based MMORPG Xiyou III.
Wang added that Baidu Games currently does not need to conduct its own R&D. She believes that Baidu's advantages lie more in user base, platform, and Internet traffic than in development. Regarding Baidu's lack of social networking features, Wang said that Baidu would not enter the SNS space rashly and still needed to carefully consider its approach.
Keywords: strategy browser game online gaming Wang Fei Internet Baidu BIDU
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