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According to the years for China’s online game market authority survey showsthat China’s online game users more than, is mainly distributed in the yearsold this age group, among them with the daily average Internet hours and hoursof the following network game play the user accounts for most, accounted for,on spending in the yuan of the following account for the total number of users.As you can see, China’s online game market has matured gradually, and to meetmost core players after demand, has started to promote the general population,gradually stepped into the new era of XiuXianHua network game. The networkgame’s XiuXianHua is the international game industry is also the main stream ofthe development of the network games from the core players consumers to widerordinary people do necessary adjustment, the traditional online often to lockin a player’s loyalty and more online time as the goal, the competitionstrategy of the development of the network games in the early hand is adverse,but in the network game to the general population in the process ofpopularization hampered. Investigate its reason, in order to emphasize loyaltyand online time traditionally dominated the online, often to the game playersat the time and the effort of the demands of the more big, such as many of theso-called lock users online every day time hours of competition slogan, in factit is difficult to promotion to busy with work, with normal schedules and lessfree time with the disposable most people, so the number of players in the coreto a certain scale after it is hard to continue to grow. At the same time, cutcut kill game content have some limitations, in the face of the female or themiddle-aged and elderly people is insufficient appeal. Too many people had usedfor the occupation of the study and work in time and effort and game of theviolence and play outside erotic contents which caused by the social negativeeffects also cannot small gaze. Therefore, in the development of China’s onlinegame market start facing these problems, meet after many obstacles, theevaluation of development of recreational network game, from the generalpopulation can not only in the development of the online players to increaseonline people, and to meet the need of the general population in a short timeget relax and leisure entertainment requirements, serves as a shrewd industrialstrategy of China XiuXianHua network game since the year began to be takenseriously, now have to a lot of scale development, also developed such as musicclass, the class of racing and sports, combat, class and educational class, andother game types, these games are generally more very much quick moving, timeconsuming less, epidemic and entertaining strong short delicate game typesattract many players, especially the free time relatively few workers thefavour of players. In many of the XiuXianHua network game type, music class andclass racing has been enjoying alone favor on and occupy most of the marketshare, music class is young game types, easy music and dance with popularpopular, the fashion element such as among young people resonate, and such isthe ancient racing game types, the speed of the gallop gain in excitement andhigh skill bring fluid of operation for the satisfaction of the game is suchpleasure. Further, racing games have can according to the style is divided intotwo types of realism and cartoon-class, both in the face of the user layer isnot the same, the representative of the famous game of realism “gourmetcoasters” series, “car” series etc, in the face of the user object basically isin the car racing game in search for approximate real excitement and a feelingof young men players. While racing game of cartoon in almost every gameplatform have works was born, more famous have Japan nintendo’s “Mario racing”series and sega company’s “super sound rat” series etc, these games often byattractive and familiar animation or game star as a role, match with full oftong qu, color gorgeous dream of the style of the cartoon pictures and themusic, exaggeration, funny and with certain technical requirements of the leveldesign attractive, in the face of the user object basically is the women andyoung gamers. Interestingly, China’s network company bowed tend to chooseracing game production of cartoon and operation, this is because of realisticracing game the required to really high degree of image and the level of gameprogramming put forward higher request, the pursuit of realism and use allsorts of real car brand for the royalties expenses of realism as soon aspossible to the production cost of the rise, and high quality modeling andadvanced to the lights and special computer hardware requirements also ishigher, this does not apply to take the Internet bar computer ZhongDiJiconfiguration for main hardware platform of China’s online game situation, soalthough realistic class racing game this cake is very attractive, but have notyet ripe for current time. And cartoon class racing games can not only to theabove question foster strengths and circumvent weaknesses, but also to dream ofbeautiful cartoon style are attracting more and more into the network game inthe army of large Numbers of women gamers and young gamers’s favour, so, withthe network game from now core gamers to the public for the timing of the gameplayers, the choice of development XiuXianHua cartoon class racing game, reallyis on the current China’s online game market the fact of profound investigationand the result of much thought. Reference on other platforms such game ofsuccessful experience, a good racing game of cartoon boils down to thefollowing factors: the rising popularity of the star role, colorful picturesstyle, the background music pleasant-sounding, exaggerated funny level design,stable smooth game is running. Among them, three of the game before belongs tohuman level, is the first mention players interest in prior elements, theplayers decided to this kind of game first impression, and then also players todetermine whether to continue is worth the time and effort put into judgementbasis. Two game company after test research and development ability andoperation level, is the technical level of the thing, is this game players tokeep long-term interest of the key elements. In the present China online gamecompanies, the localization of the technology work has already been done,China’s game programmers have qualified for the game engine of key development,graphics and network programming level is high in the world, in addition manyyears of operating experience also ensures the stable operation of the networkgame. So, for racing game of cartoon character, the technical level and notthat big of a problem, but the game is not the cultural connotation can buildin a short time, and the absence of culture of network game content is too thinand lack of lasting appeal. The accumulation of culture often is a longprocess, the game is still in its presence show young, so and other fields oncultural works on the content of the reference and cooperation will become amore sensible to the development of new ideas. In addition, XiuXianHua onlineface to the characteristics of the user layer and has decided this game issuitable for cultural content in the cooperation pattern. XiuXianHua online isfacing the main into a small amount of time each day game casual players, thiskind of players for the game itself world setting, historical and culturalbackground set care less, but easy and they know cultural works resonate, soaccording to such players familiar culture works as the background makinggames, often can produce twice the result with half the effort. It is based onthe characteristics of the racing game XiuXianHua consideration, China’s onlinegame industry leader in the Shanghai shanda networking development Co., LTD, asearly as in two years ago began in the world to have great influence of cultureof looking for partners, and then create a technical pioneering independentresearch and development, cultural content cooperation the network gamedevelopment new ideas. And on the other hand, China’s online game broad marketprospect is also attracts many overseas, television, film, animation andcultural fields, enterprise’s attention, try in various ways to access China’sonline game industry. The purpose of the bilateral respective producedcooperation needs, thus was born the Shanghai shanda networking developmentCo., LTD. And the Walt Disney company qiangqiang cooperation, the leisure classcartoon racing game “Disney magic fly board” is the product of the qiangqiangcooperation. As a symbol of American culture and the representative of the popart, established in years of history for many years with the Walt Disneycompany in the world, all have great power, the film and television, and itsvarious animation works with the growth of the generations and become the bestmemories all childhood, it has the numerous star and animation by many peopleas up close friends and familiar. Walt Disney company also is after the reformand opening, the first batch of into China overseas companies abroad. Now one,it into China has by years of history, just along with China’s online gamemarket the greatest number of user layer-year-old crowd growth. Therefore,Disney’s role in this age levels and animation have huge cultural power, nomatter whether the object for the game players. In recent years, the WaltDisney company are from and dreamworks studio of new science and technologyanimation film challenges, we began to adjust the industrial strategy, andemerging art media in active cooperation, and then was born innumerablesuccessful cooperation precedent, such as the years and Japan cooperation andthe birth of high popularity platform game series is the best example, believethat with the Shanghai shanda networking development Co., LTD is thecrystallization of the qiangqiang cooperation, the Disney magic fly board “is acontinuation of the same to glory. From the other side of thecooperation-Shanghai shanda networking development Co., LTD, this “cooperationalso concern is good. At outside, can with Disney animated characters in theworld scope of the great brand effect and cultural influence to open up thecountry and into the world, and to be the network game internationaldevelopment of the forerunner. Within, and can use the Disney animation androle in the years after the reform and opening policy save high popularity andgrowing up in the meantime resonate with young people, in order to attract morepeople to XiuXianHua racing game interest in the network. To sum up, Shanghaishanda networking development Co., LTD, have put forward the network game inthe cultural field, the new idea of cooperation leading the domestic networkgame independent research and development of new direction.

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