Game revival: Chi China gaming Machine Market will winner

Meet in private at the casino to lay low on their game consoles in the Chinese market. Prior to the end of September, the Hundred-vision and Microsoft's joint venture company hundred together under the "001" record of the FTA, in Shanghai from the trade zone landing. And the day before CES opened, Chinese officials have just issued a document detailing the Shanghai FTA, which provides for the production and sale of gaming and entertainment equipment in the FTA, and is marketed to the Chinese market through the content review of cultural authorities. That means the official end of the 13 ban on game-market access in China, a traditional business that has raised countless entertainment giants in the global marketplace, has been suddenly caught in the eye of China's "new market". Of course, Microsoft and the company's keen sense of money smell, so that its card position cooperation, but the Chinese game machine market who holds the lead, still not clear. The last 13 years have been the fastest growing game industry, a 2013 China game industry report shows that last year, China's game market total sales revenue of 83.17 billion yuan, but such a huge market is almost entirely occupied by PC games and mobile games, ban restrictions on the domestic game machine enterprises can only exclaiming. On the other hand, foreign brand game machine in the absence of formal after-sales service and the high price of the case, can only sell the parallel market. But the repeal of a ban will not allow foreign game makers to eat in China, as Chinese peers can taste the game cake after a long period of time when they cannot eat the huge hidden market. Alibaba, such as electric giants, Huawei and other telecommunications giants, Sony and other foreign game giants and small overlord and other antique enterprises have been expanded alliances layout. This makes the tight-lipped and Microsoft up and down, the CEO of the secret North American itinerary outside the Outsiders know. At present, although the competition of Chinese game industry is already very full, but because of the restriction of the policy, the competition concentrates in the field of end-travel, hand tour and page swims, the domain of home game is basically "blank state". According to a survey issued by PwC in 2012, there is great potential for the Chinese home gaming machine market. The report shows that China ranks third in the global video game market. Insiders estimate that if 400 million of Chinese households have 10% buy game equipment, including all kinds of game consoles around the commodity, the entire industrial chain may reach Chi. Now the ban is sealed, the long dusty business is bound to usher in a fierce competition. Influx just as the forces covet, December 25, 2013, the Chinese local most traditional game machine company Small Overlord announced will join hands with Ali's tvOS tvOS home game machine, and will be in Ali tvOS platform on a variety of small overlord autonomous copyright of the body feeling game. Zhang Jingbin, general manager of the small Overlord game business, said to global entrepreneur that the cooperative design of the game consoles has now completed much of the process from design to production. The product will be launched at the end of February 2014, only one months after the lifting of the ban, the speed ofQuick Surprise. Zhang Jingbin said that the console price between 398 to 798 Yuan, through the Ali platform for the low-end game machine market. Small overlord also revealed that the two models of cooperation mainly by the Ali side is responsible for sales channels, the main products will be sold through Taobao. Once a lot of people childhood memory of the small overlord, at that time only in three years to imitate the FC red and white machine design products, in China game machine market once dominate. However, the policy of the ban has forced the small overlord game can only sadly end, instead of the development of soy milk machine, heaters and other small household electrical appliances, as well as the little Overlord learning machine and other quasi-entertainment products. Small Overlord is not lonely, Huawei also launched the Tron game machine at CES, this product runs the Android system. Although Huawei denies choosing this opportunity to launch a video game because of early notification of the game industry's release, but Huawei Gaming business director Zhangxiaofeng the global entrepreneur, saying the ban is a great boon for Huawei, "it's a huge market, and the TV game industry is huge abroad, But in China basically is the development of the State, the opening of policy can be said to have opened up a new ecosystem and industrial chain. "Tron is a miniature game host, mainly to net games, there are some stand-alone games, the main selling point of the game host is PC and TV data pull." As with the small overlord, Huawei's price of the game is also selected in the low-end, Zhang revealed that the second quarter of this year when the Tron officially launched, several configurations of different game machine prices are less than 1000 yuan. Different from the positive reaction of domestic manufacturers, foreign giants and their Chinese partners at this time to choose silence. It is said that the Shanghai Oriental Pearl Group has been in contact with Sony, the two sides exchange the core project is related to game consoles business, Oriental Pearl Group hopes to be able to introduce Sony PS4 home games to the mainland market. However, Sony is also refusing to release any comments on the game console business. Similarly, in September last year, the company set up a joint venture with Microsoft in Shanghai's FTA, which was favored by Microsoft's Xbox because it almost monopolized the Shanghai IPTV market. But it also indicates that it is temporarily inconvenient to publish relevant information. But in response to speculation in the market about the possible death of the project, a person with the global entrepreneur said that the partnership between the company and Microsoft was progressing well, and CEO Tau and Microsoft had a smooth meeting. Nintendo, another foreign-owned giant struggling with losses, has also been unexpectedly calm, with a spokesman saying there are no plans to enter the Chinese market for the time being, but will continue to focus on policy progress. Zheng, analyst of Minsheng Securities, told global entrepreneur that there are still some details at the beginning of the policy liberalisation, such as the rules for the approval of games, the preferences of users and the screening of partners, so that foreign capital is generally more cautious. Port Although the domestic brand active layout, foreign game machine manufacturers only low-key stealth, but foreign investment in the game machine industry mature brand and experience is still a trump card, "domesticThe gap between SMEs and foreign giants is difficult to catch up with in the short term. "Hua Rong Securities analyst Zheng and swim to" global entrepreneur "said. Analysts are generally concerned that the content of the game will become a weakness for the development of domestic manufacturers. For example, Zheng that, on the surface of Microsoft and the company's cooperation content is OTT box and film resources, but in fact, in addition to channels, determine the most important factor in product sales or the content of the game itself, in this regard, Microsoft's Xbox has a strong advantage. But for the domestic game machine manufacturers, the game content research and development capacity is their weakest link, so for them, to seek cooperation with foreign giants, first from imitation is a more reliable way out. But Chinese manufacturers also have their own advantages. Zhang Xiaowei said that while Huawei is weaker in the development of game consoles, a customized game with industry-renowned manufacturers will bring a good gaming experience to users. At the same time, its custom game according to the domestic user's preference design, unifies the government to the content stipulation, therefore has the stronger superiority in the localization aspect. "At present, Europe and the United States and Japan-style games involving more violent and bloody content, and the domestic review of this piece is very strict, so foreign investment in the content of the review of this may be more arduous." "Cheaper prices are also domestic manufacturers to attract users of the chips." Huawei in game fees to take the first demo of the model, "a foreign brand of genuine game price is relatively high, basically around 300 yuan, this is not in line with the majority of domestic users of the consumption habits." Zhang Xiaowei revealed that Huawei's game fees will be a certain degree of reference to the mode of the end, only to play a certain level will produce costs. Small overlord means that its sales of the game host itself included on the hundreds independent design of the game, and users will not be purchased after the subsequent payment of the game project. Zheng and swim also believe that the future of specific policies will be more biased towards domestic enterprises. Now it seems that foreign capital to enter China's gaming industry first need relevant licences, so they must first find a partner in the country, such cooperation will give domestic manufacturers to foreign brands to learn opportunities, which will also benefit their own research and development capabilities. Zheng and travel also said that the game machine manufacturers focus on the domestic game machine market considerations are not only in the game itself, "to a wider range of words, now the Internet companies are seizing the entrance of the living room, we will not be satisfied only to do the game this piece." From a foreign experience, music, video, and even the shopping feature will be integrated on this port. "The trend of cooperation between small overlord and Alibaba also confirms this statement." A small overlord staff to "global entrepreneur" revealed that the small overlord and Alibaba tvOS current cooperation is very smooth, "in charge of the game business chairman this time in Hangzhou and Alibaba to talk about deeper cooperation", the next step is not ruled out the possibility of the small overlord was his acquisition. These people said that Alibaba tvOS chose to cooperate with the small overlord one of the reasons, is to borrow small overlord in the home game business advantage to seize the TV this end mouth. Despite the gaming machine factoryBusiness moves frequently, but there are still worries. Zheng and swim that the hand and end of the tour has been greatly crowding out the consumer market, home consoles as a new field, the market has just begun to accept the degree is difficult to say. And the host market will also have Sony PS, Nintendo, plus domestic game machine Rob, so, the first year of the company's products, and Microsoft's joint venture, sales will not be very large. In addition, as Nintendo worries, the policy is only at the outline level, and clear details are not yet in place, leading to most companies still groping, with the official censorship standards for game content one of the most troubling game-maker players. For a long time, a clear system of game review and grading in developed countries is one of the guarantee of the booming gaming industry. But China still has a long way to play.