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Shanda Games Introduces 'G-Home' Mobile Platform
[August 23, 2013]

Shanda Games Introduces 'G-Home' Mobile Platform

Aug 23, 2013 (Close-Up Media via COMTEX) -- Shanda Games Limited, an online game developer, operator and publisher in China, announced, as part of its efforts to further strengthen the mobile strategy, the launch of "G-Home", a mobile game platform and 36 new mobile games in the pipeline.

According to a release, Shanda Games' Chief Executive Officer, Xiangdong Zhang, and President, Tunghai Chien, spoke at the Company's mobile conference "Mobile is the Future" in Beijing. The conference was kicked off with a series of numbers listed by Zhang that capsulized the achievements Shanda Games has made in 12 years -- cumulatively a total of approximately 1.8 billion accounts, 1 billion active accounts, and 100 million paying accounts. Among the 100 million paying accounts, 20 million are active VIP accounts who have contributed a total of approximately RMB24 billion to Shanda Games' revenues. This group of committed users constitutes the most valuable internet user base in the industry.

Encompassing various functions including Uni-Passport, Uni-Virtue Currency, Customer Services, G-Q Social Community and G-Games, the App G-Home positions itself as a "flagship game center" aiming to vertically integrate users, content and services. G-Home plans to publish only the top 1 percent of mobile games selected from the market. With G-Home, users will no longer face the dilemma of choosing one game out of millions and will be able to locate games that appeal to them through the functions the platform offers.

Once a game is selected to be published on G-Home platform, the Company said the game developer is expected to be compensated by one or more of the options: a guaranteed minimum amount, revenue sharing and a lump sum payment. The user base and the publishing-distribution functions the platform has will facilitate the games to receive a higher hit ratio without additional promotion costs by the developers. Shanda Games also plans to open to developers its user database and community in order to help them analyze user behaviors and preferences for the purpose of optimizing the games.

The games will be disseminated and marketed primarily through the Company's distribution network and operating platforms embedded in G-Home. G-Home also plans to collaborate with third-party platforms and markets with respect to its games through revenue sharing arrangements or to allow users to access G-Home directly on third-party platforms. The Company believes this distribution model will enable the games to reach an audience.

Along with the acquisition of the operating and distribution platform, the launch of G-Home again reflects the strategic foresight of Shanda Games' management to take full advantage of the transition from PC to mobile. It is an effort to integrate and mobilize this platform and the Company expects to create synergies and facilitate the launch and operation of future mobile games by leveraging the unified account authentication, payment and billing services, user behavior database, membership system, prepaid card distribution channels, and customer services provided by this mobilized platform through G-Home.

"G-Home" is expected to be launched in China, South Korea, Taiwan and Singapore. The Company wishes to build "G-Home" into one of the most valuable flagship game centers in the industry.

Shanda Games Limited is an online game developer, operator and publisher in China.

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