Behind the lifting of the game: Hundreds of billions of market open to rob Cake

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Tencent Science and Technology Liang January 7 Report

A potential user up to 40 million, the scale of nearly hundreds of billions of dollars in the market finally lifted.

On the afternoon of January 6, the State Council issued a series of decisions on the regulation of Shanghai FTA, the most concerned is the 32nd, that is, "allow foreign enterprises to engage in gaming equipment production and sales, through the cultural authorities to review the content of game entertainment equipment for domestic market sales."

The decision was interpreted as an extension of the 13-year game ban officially lifted. Hua number game base He Weizhao told Tencent Technology, which means that the OTT industry is gradually open, cultural industry is in line with the world.

"The Chinese gaming industry itself has long been aggressively expanding, so opening up the market does not impact the local gaming industry, but new forces can boost domestic sales and boost GDP growth." "He Weizhao said.

However, a more direct line of industry insiders pointed out that this shows that the country is willing to open up the introduction of overseas gaming machine manufacturers.

On the other hand, the Spring river water heating Duck Prophet, although to many in the gray area roaming practitioners, the policy of lifting only means that product sales from imports into the mainstream. But the domestic market around the industry chain parties, many have already begun to layout.

Lifting: Policy gives clear signals

Similar to the "lifting" of the State Council in the September 27 last year issued by the Shanghai FTA Service sector opened up measures in the original. Only the open measures were listed in the document, and no specific plan was given.

In the corresponding contents of article 32nd released yesterday, the government made it clear that it had "suspended implementation", and some analysts pointed out that this means that the relevant departments are developing relevant management methods, and the way to develop or similar to the set-top box, Ministry of Industry and Hardware equipment, the Ministry of Culture will replace the SARFT

Specifically, in the hardware, foreign-funded enterprises can be directly built in China production or commissioned domestic machine production, change in the past domestic production, the situation of foreign assembly, game finished products can be officially in the domestic sales through the formal channels.

In terms of content, approved content can be sold, which will encourage game manufacturers to increase the number of Chinese games, enhance the user experience, set up a new mode of charge, illegal content will also indirectly inflow, thus promoting the national regulatory measures issued, this game hardware manufacturers put forward new requirements.

In fact, industry has taken a step forward. September 23, Tencent Science and Technology has reported that the joint venture between the company and Microsoft jointly formed the Shanghai Hundred-Hop Information Technology Development Co., Ltd., will launch the use of Xbox Technology home game terminals.

"The beneficiaries are not just the blockbuster. "Shenzhen terminal industry personage Yi said, the policy elaboration is more obvious, in the free Trade Area this limited area, as long as is the foreign capital enterprise may enter this market, but because the content examines the standard does not have the obvious definition, this kind of elasticity has the positive significance to the industrial development."

However, from the previous relevant provisions, the game equipment and its 0, annex production, sales and other links urgently need relevant policies further refinement and clarity.

Local manufacturers do not take advantage of the starting point

How big is the game machine market? A person in the industry for Tencent Technology estimates said, "according to China's three families now have 400 million families, of which 10% will buy game machine products, if the average sales price of 2000 yuan, is close to hundreds of billions of market, and this is a new market." ”

However, Yi that the market will not grow so quickly in the short term. In 2014, there were about 30 million potential users, while the market size or 3 million ~500 million.

From the manufacturer's point of view, in addition to the Microsoft cooperation with the hundred-vision, Tencent Technology in July 2013 reported that Sony Computer Entertainment Asia Division has set up a branch in Guangdong Province, responsible for game software and PlayStation gaming business. The head of the marketing department said at the time that the market would be actively planning to provide new products to Chinese consumers.

Therefore, for the Chinese manufacturers want to enter the market now feasible way only through "makeover", that is, set up a company overseas, and then registered in the FTA, to achieve inward investment.

The above industry insiders on the development of domestic manufacturers optimistic. Its explanation, because in the foreign enterprise monopoly of high-end game machine into the domestic market will provide learning opportunities for domestic manufacturers, and domestic manufacturers for the original channel and user understanding will be in cooperation with foreign-funded enterprises in rapid development, a large number of games need to be Chinese will lead to new model establishment.

However, from the current product itself, China's local manufacturers do not occupy the edge. Analysts point out that since the research level is weak, the industry chain can not support the market is the problem.

"No matter Japanese goods or American goods, its technical level, experience degree, the rich degree of products, Chinese enterprises can not be the same." The analyst told Tencent Technology.

For the current development of a better set-top box market, enterprises are also difficult to break through to the game machine market in a short time, the reason is that game machine product development to be difficult to set-top box.

However, He Weizhao that the game is mainly between foreign manufacturers and Chinese manufacturers. This is the same thing that Apple relies on touch-screen leather for its mobile phone, while Android starts at the low end and gradually overtakes Apple. Foreign manufacturers will drive the market development, and domestic manufacturers will also be in the corresponding market.

Industry Homeopathy: A number of manufacturers plan to kill

Although the starting point is not bullish, Chinese manufacturers do not seem to have given up the market.

Because whether it is Microsoft's Xbox series, or Japanese products, its game ecosystem chain is relatively closed, and this is similar to Apple iOS system, so Chinese manufacturers want to enter the need for a relatively open ecosystem. Therefore, some insiders believe that low-end Android games can be developed.

Recently, the news that at the end of last week, Alibaba tvOS Media communication, small Overlord announced that will be with Ali tvOS Common launch of the home game machine, its game equipment is expected to be listed in early 2014.

However, people familiar with the information to Tencent Technology, millet technology also hope to enter the game machine market. It is understood that millet technology is currently positioning this product as "high-end image equipment."

But the insider pointed out that because the game machine is not hardware, but to fight the ecosystem, that is, the operation of the surrounding resources, so the market threshold is higher. "Millet is not strong in this field. ”

As for its hardware shell and the game industry, and in the FTA is the industry is considered to be the most likely to launch the local game machine manufacturers. Shanda Games related people responded to Tencent technology, said that although there is no further explicit product planning, but the grand game has been stressed to get through multiple platforms. Obviously, the game machine is also one of many platforms.

In fact, the lifting of the game for many domestic gaming manufacturers, will be another new market.

Shen, the Nineth City vice president, said to Tencent, "nine cities will actively communicate with the superior authorities to understand the access to this area, the contents of the review detailed rules and specific implementation details." We do not rule out the cooperation or development of related game products with relevant game maker. ”

The Perfect World CEO H. is more certain that the host game will gradually become the Chinese game market is very important market segments. The acquisition of the previous video game bus will help it to better understand the Chinese host game user base. "The Perfect World is preparing for a technology platform that will explore more socially powerful games on the mainframe, rather than the traditional game style that is more likely to be stand-alone," he said. ”

For hardware products, in the previous third-quarter earnings call analyst meeting, H. said that the perfect world did not develop hardware plans, the hardware is mainly based on Microsoft and Sony.

However, Sohu swims and giant network related personage all said, temporarily in this aspect has not had the corresponding development plan.

In addition, sources said, telecommunications and radio and television operators will also be through the contract package and other means to enter the area.