Home TV games to start "and games" beach layout

Since 2013, mobile gaming has become one of the most "hot" concepts in capital markets. This year, with the lifting of the ban on video games, China's 13-year-old video game market instantly became a hot spot in the 2014 game market.

According to the advisory Body Newzoo released the game industry data, the 2012 global video game industry scale of 24.332 billion U.S. dollars, is expected to 2016 global video game market size will increase to 27.9 billion U.S. dollars, the total game category sales of 32.4%. It is predicted that the domestic video game potential market will reach 40 billion yuan, is expected to become the next blue ocean market. Smart TV and set-top box can also become the main bearing form of future video games, the game may become the main mode of the Internet TV.

Because of the great potential of video game development, in the domestic market Baidu, Tencent, 360, millet and other internet companies have begun to intervene. And in the game domain has the carrier platform superiority China Mobile "and the Game", is currently working to build a comprehensive family TV game platform, the beach layout family game market.

2014 Spring TFC Global mobile game Channel Conference, China Mobile "and Games" published 2014 Years of Family Game development Strategy, elaborated the family TV game in the next stage of development direction, and to restrict the development of video games to give a system solution to the key problems, For the video game industry breakthrough Development injected a dose of strong heart needles.

Layout Home Entertainment center to play the channel advantage to build a comprehensive platform

Compared to the major internet giants and game manufacturers to focus on content development, China Mobile "and games" to create a comprehensive integrated home TV game platform to maximize the "and game" in the content, payment, channel power and data advantages. This year, China Mobile will launch a cloud game pilot in some provincial companies and will involve customization and development of some game content. At present "and the Game" has released the home game SDK and the declaration platform, will provide the fast billing plan as well as the unified peripheral control specification.

"And the game" currently has more than 1600 partners, genuine games over million, in the domestic mobile gaming industry market share ranked first. At the same time, "and game" has a natural advantage of the data analysis capabilities, through the user distribution, user characteristics and user habits and other data analysis, to continuously improve the "and game" platform construction. With the experience and resources, the industry believes that the "and game" home TV game platform has been fully prepared, and the development prospects are very considerable.

At present, home video game terminals can be divided into game box (set-top box), Smart TV and host game three categories. Set-top boxes and smart TVs have improved in gaming experience and hardware performance over the past few years, and their prices are more advantageous than those of foreign TV games consoles, and are more in line with the buying habits of ordinary Chinese households. Set-top box and smart TV in China will be the first to exert, become the main game platform. "And the game" related to the owner said that the future game base will also focus on the development of set-top boxes and smart TV types of video games, especially set-top boxes.

The popularity of set-top boxes is crucial to the promotion of family games, and in this regard China Mobile "and the game" undoubtedly has a unique advantage. According to its 2014-year game development strategy, China Mobile will carry out 10 million mobile set-top boxes in its own channels, cooperate with Internet set-top box manufacturers in external channels to achieve 10 million market capacity, and cooperate with well-known TV manufacturers to achieve 2 to 30 million market capacity. According to incomplete statistics, currently only Jiangsu Mobile has 5 million households broadband users, including a considerable number of set-top box terminals, in the domestic short time to break through the tens of thousands of users, it seems not difficult for China Mobile. The advantages of the own channel and the number of terminals are obvious, which has laid a solid foundation for the "and game" exerting the family video game.

Innovative and convenient payment method to improve the rate of payment conversion

Now the game is more diversified, one of the most important factors is the user pay. In the "and game" view, the current decision to pay the main factors have three aspects, one is the convenience of payment, the second is the type of game is to stimulate pay, the third is the user's habit of training.

At present, the user groups of video games are widely distributed, including the middle-aged and the elderly and the unemployed at home, there are also the pursuit of high quality and comfortable enjoyment of the game, while the video games are popular with the young people who love interactive games. The middle-aged and the unemployed at home are not allowed to ignore a component, from the means of payment, safe and simple payment method is the first choice for middle-aged and elderly people, the use of young people pay treasure, net silver and other means of the actual operation of the process is relatively complex. In response to the needs of older people, the gaming base provides them with the solution: tying fees to mobile phone calls and home broadband costs to avoid the complex process of paying with credit cards. You can also send SMS verification code to complete payment. And for the young-dominated senior gamers and enthusiasts of interactive games, "and the game" also prepared for them a variety of fast and convenient payment methods: Scanning two-dimensional code payment, access to the user Center to pay, and even innovative voice pay.

In the convenience of pay, China Mobile "and games" use existing channels, for video game users to customize the mobile phone charges based on a variety of convenient payment mode. A mobile phone number, is a natural account, pay can be directly from the cost of the transfer, convenient and safe. At present, "and game" based on mobile phone calls launched four forms of payment: The first is based on two-dimensional code of the scan payment, the second is the SMS recharge payment, the third is voice pay, the fourth is based on User Center login payment.

Another important aspect of the pay conversion rate is the type of game, according to "and game" related personnel revealed that the family game games due to the user's willingness to pay relatively high, will become a major part of the pay group. In addition, chess and card games pay conversion rate is also relatively high, so the game in reality is to spend money, users play on TV when the psychological barriers to pay a lot lower. Other casual games have a relatively low rate of pay.

The increase in pay rate also involves the cultivation of user habits, which requires the entire industry to work together. As more and more people are willing to pay for video games, once this threshold is crossed, the pay crowd will increase rapidly and the industry will continue to be promoted.

At present, many internet gaming companies have been involved in the video game industry, there is a competitive relationship between different game platforms, but in the "and game" of China Mobile, which is positioned as a comprehensive platform, the future and these industry partners are more competing relationships, "it is because so many good internet companies, manufacturers into the home game industry , only to explain the potential of the home game market, the industry is the driving force for sustainable development.