14 years after the return of Sony Microsoft to dominate China's top three problems

With the lifting of the game and entertainment equipment ban, the Chinese game host market gradually began to thaw, and then will also be in the Chinese game market to form a huge whirlpool, to attract all parties to enter. December 11, Sony held a PS4 China conference in Shanghai. At this time, the range of Sony PS Series was born 20, from the last withdrawal of the Chinese market for 14 years. At this point, Sony, Microsoft, the two major international game host manufacturers in the past more than 10 years after the waiting, has entered the Chinese market. In the international market they infighting, and now, the war has led to the Chinese market. But how can Microsoft and Sony's game consoles start over when faced with a 14-year-old Chinese market? Game content shortage is the first hurdle although domestic policy has initially lifted the game hardware restrictions, but did not completely relax the game approval system. At the press conference, two companies nominally claimed to provide a unified hardware product to users around the world, but in reality they would face a common key issue, suo (qu), to meet China's policy requirements. It can be said that the lack of content of the game will become Sony and Microsoft to enter the Chinese market the first hurdle. But in the construction of the content of the game, Microsoft and Sony adopted a completely different strategy. Microsoft's strategy is the main home entertainment terminal concept. In fact, Microsoft in the beginning of the Xbox put forward this title, to achieve the game, video, education, health and other content to integrate into the Xbox host in one planning, so the next generation of host is also named Xboxone. But never thought, because the Chinese market game audit is more stringent, Microsoft in China launched Xboxone encountered a game bottleneck problem, in order to make up for the content of the deficiencies, had to take the initiative in the Chinese market landing. Since the September National line version of Xboxone, provides 10 balance game including "extreme Speed 5", "No Winter OL", "Star Golf" and so on, but the follow-up has not been updated, and such as "GTA5" and "watchdog" and other international classic Gods play has not been online. So Microsoft has to start with entertainment. At present, the Xboxone has implanted the video content of the license, education, learning resources, even the integration of social applications and so on. In Microsoft's view, Xboxone is an important part of the layout of living room entertainment. But this strategy also makes Xboxone appear somewhat embarrassed, abroad it is a game host that has rich game content, but in domestic it seems to begin to become a TV box. This for those who originally is the game host consumer group, may not be willing to pay. Sony's strategy is to do everything for the player to play a real game to give back to the domestic game believers. Sony officials even claimed that PS 4 is not a home entertainment terminal, to do a real game machine, directly to the xboxone provocation. Although Sony is committed to doing real game in the Chinese market, but also face the issue of game approval, the game lock area will also be difficult to avoid. Sony officials now sayHas included "Laptsenak's Big Adventure", "Driving Club", "small Big Planet 3", "Nine Yang Magic", "Mr. Pumpkin Big Adventure", "Shadow of the Blade mirage" and so on nearly 50 game products sent to the relevant government departments for approval. About 70 game makers say they will launch the game on the PS platform, but the domestic game developers about 30, occupy half. But also to do real game consoles and China's established national conditions, Sony has some frustration. We have to adopt the localization strategy to adapt to the Chinese market. Including the development of domestic game developers, to promote China's game industry, for the Chinese game market to bring new growth and so on. All this conveys the firm's determination to be more local and co-operative. If there is a breakthrough, to build a good platform for domestic developers, Sony for the domestic host game market is advantageous. Domestic host game industry chain immature is the second hurdle however, although the current domestic hand tour in the rising stage, but the host game industry chain is not mature, capital concerns are not high. At present, domestic developers to do host games will face many problems. First, the technical threshold is too high, art, rendering, engine development, technology is very difficult; second, the development of expensive, a host game research and development at 4 million or 5 million, personal developers and small teams difficult to enter, in addition, the development cycle is very long, at least one or two years, and can not predict the market effect. As a result, few companies in the country are willing to do this big, slow-moving host game project. and the current Sony cooperation of domestic developers are also a number of large-scale online games companies, such as the perfect world, snails and so on. So whether it's Sony or Microsoft, it takes a long way to get a domestic developer on the road. Domestic manufacturers into the competition will be the third hurdle at the same time, as the game ban lifted, domestic enterprises have entered this vast market, and Microsoft and Sony, compared with the acclimatized, their local advantage is greater, performance is more positive. At present, a part of the domestic game hardware manufacturers are the introduction of TV box, game machine two in one product, in the game content can not be compared with the traditional game host, but can fit the needs of ordinary players in the country. And the price in three hundred or four hundred yuan, can let the family game to civilian and pluralistic. In addition, there are some domestic handset manufacturers and internet companies also cross-border game machine market. Huawei unveiled a miniature game host TRON at this year's CES, and has nearly 12 games. Earlier this year, the traditional game maker bully and Alibaba's tvOS platform launched a home gaming machine. In May this year, Lenovo also released the first domestic 3D body sense game machine ISec ... China is now the world's third-largest gaming market after the United States and Japan. As a pioneer of re-entry into the Chinese market, Microsoft and Sony will not only compete with each other but also face a more complex market environment. However, Microsoft, Sony in the Chinese market launch game host, will attract more domestic developers to join the host game development, the domestic host game industry chain will also accelerate the maturity.