The game box PK game console, who is the future of Chinese TV games?

According to Newzoo statistics, the video game market is huge, ranking first, far more than other kinds of games. Video games usually refer to console games represented by Sony's PlayStation series, Microsoft's Xbox series, and Nintendo's Wii series. However, in China, in addition to the above-mentioned console games, video games also refer to major manufacturers including Ali, Xiaomi and TCL, which have launched video game boxes. In the end, the game box and game consoles are the future of video games. Please look at the analysis of hand games.

First, video games "rule" the world game market, there is a big gap between China and foreign countries, and there is ample space for development.

According to statistics from foreign media, in 2013, the world achieved game revenues of 75.5 billion U.S. dollars, and video games (as mentioned above, foreign video games are host games) achieved revenue of 23.6 billion U.S. dollars, while mobile games were only 10 billion U.S. dollars, a difference of two times. More than enough, TV (mainframe) games occupy 31% of the market, ranking first. In contrast, according to the GPC data, according to GPC data, sales revenue from China's video games in 2013 was only 860 million yuan, accounting for only 1.0% of the country’s game revenue. According to Newzoo's prediction, the future of video games will continue to "rule" the world game market with a share of over 30%.

From the above data, it can not be seen that China's TV games have greatly lagged behind foreign countries both in terms of revenue size and market share. There are several reasons for this phenomenon, including policy restrictions and smuggling. However, according to statistics, the sales volume of the bully in that year exceeded 20 million units, which proves that Chinese consumers still have great demand for video games. “The students with poor grades have a lot of room for improvement” – China’s video game market is at such a stage.

Second, the development of video games requires a policy environment. Both parties are supported by policies.

China's stock market is dubbed the "policy market". It can be seen that China's policy has had a profound impact on an industry, and video games have not been spared. The reason why the mainframe game had not been mainstreamed before was the ban of the Cultural Affairs Department. The 13-year ban was only released in January 2014. To analyze who will be the future of video games, we must first analyze the policy environment of game boxes and game consoles.

Game box policy environment: combat TV boxes, game boxes or benefit

According to media reports, at the beginning of this month, the State Administration of Radio, Film and Television (SARFT) re-tied the television box. An emergency notice was issued to the licensees of the seven major licensees to rectify the existing non-compliance of Internet TV and Internet set-top boxes. The rectification includes four major aspects: "TVs and boxes cannot be installed via the USB port."

A senior person in the smart TV game industry stated that the rectification of SARFT was mainly aimed at video and did not include game content.

This is undoubtedly a blessing for game box manufacturers. The layout of game boxes not only retains some of the old users, but also opens up new ways to explore new users who love video games.


Game console policy environment: comprehensive lifting of the ban, game review system simplified

First reviewing a piece of news: "On January 6, 2014, the new regulations issued by the State Council were resolved from a technical point of view to repeal the "Circular on the Implementation of Special Control Ideas for Video Game Venues" in June 2000 (commonly known as the console ban). The last obstacle." Subsequently, the 13-year-old game console ban disappeared, and soon after entering the Shanghai Free Trade Zone pilot, it allowed the production and sale of game consoles nationwide. Players can now purchase genuine imported game consoles, including physical stores and e-commerce channels such as Jingdong, Tmall and Suning. (Of course, this policy is fair, and the game box has only appeared since then.)

In addition, in the review of the game, the policy is also gradually tilted to begin simplifying procedures. Sun Shoushan, the deputy director of the State Administration of Press, Publication, Radio, Film and Television, once again stressed at the 2015 Digital Publishing Management Conference that it is necessary to “compress game review links and time”. According to the point of hand tour, the host game approval system is in a simplified process both in terms of time and process.

Third, game channels and users: a large number of game boxes, channels, host games only two

Game Box Channels and Users: Large number of channels, wide user audience

Compared to console games, the number of channels in game boxes can be very large. Jingdong Mall conducted a search using the keyword “game box” and found that there were a total of 623 products, including well-known brands such as Huawei, Baidu, TCl, and Skyworth, which also launched their own TV boxes, priced from 200 yuan to 800 yuan. According to mobile games, there are 56 brands selling TV boxes on JD. That is to say, without counting 360, Tencent, Baidu and other assistants, the game CP or publisher can dock no less than 30 channels. This is also the biggest advantage of the game box compared to the game console. In addition, because the price is relatively cheap, the user volume is relatively large and the audience is relatively wide.

Game console channels and users: single channel, mostly heavy players

At present, the mainstream game consoles for sale are only PS4 and Xboxone. Or Jingdong Mall, for example, both are priced close to 3,000 yuan, PS4 received a total evaluation of 11400, while the Xboxone has only 13600 evaluations. In fact, this also provides a simple classification for game box users and game console users. Host game users are mostly heavy players and are willing to pay for a single game at a time. The game box user is the opposite.

Fourth, the game content: The content of the game box is mostly mobile game transplantation, the quality can not be compared with the host game and in the game content, both sides have their own characteristics.

Game box game content: mostly for mobile games, to win by volume

It has been observed that most of the content of the game box at this stage is directly moved to the TV directly on the mobile phone. Even if there is a game with the banner of “exclusive”, if you look closely, you will find that there are some casual games that cannot be played. Compare with the "masterpiece" on the mainframe. However, compared to the only 10 games in the Bank of China PS4, a game center that opens a game box easily can find no less than a hundred games, so the game box is a measure of victory.

However, some manufacturers have already realized these problems. While upgrading the hardware level, they also pay attention to the control of the quality of the game and begin to cooperate with well-known foreign game companies, bringing 3D masterpieces with higher quality and stronger gameplay to the box. . For example, Ali Games and Ubisoft have jointly introduced Ubisoft's signature games such as "Assassin's Creed: Pirates" and "Prince of Persia: Shadows and Fire" to the Tmall Box.



Compared to the "little slapstick" game on the box, the console game can be described as "tall". On the Bank of China PS4, the smallest game "Soul Interweave" has a size of more than 1G. Most of the game content exceeds 15G, and research and development costs often exceed 10 million US dollars. Whether it is in the picture, sound effects, etc. far better than the game on the box.

But as mentioned above, there is a lack of content in the official games of the biggest problems including PS4, XboxOne and others. Take the PS4 as an example. There are less than 15 legitimate games of the Bank of China. Players buy more games through Taobao. However, due to various factors such as high equivalence or incompetent content play, domestic genuine games can hardly allow players to spend money on purchases. This has also eroded the confidence of console game developers. However, vendors, including Tencent and Snail, have already started to launch or develop related console games. In the future, console games may usher in blowouts.

to sum up

At this stage, the two sides share the same level of support for the policy, while the game box is slightly better in terms of the number of games, the number of channels, and the number of users, while the console game wins the game quality and user quality. Now seeing who can learn from each other faster is the ultimate winner.

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