Hunt living room: Game triggers a new round of "box" war

Mr. He Wuping, nearly 50 years old, was a hardcore gamer, and in the late 80 he bought a Nintendo FC mainframe (commonly known as a red-white machine) with his 3-month salary. While experiencing the new star entertainment experience, he also sniffed the opportunity. In the 90 's, he ran a local largest arcade game. But not long, with the advent of the PC Internet era, plus the arcade and PS and other host on the lack of continuous high-quality content support, the life of the game Hall has come to an end. However, He Wuping's gaming career has not ended, and, like most of today's players, he has a complete experience of the Internet game from the end of the journey to the page to swim to the change. During this period, his enthusiasm for the game faded due to family and age. Until last year, the policy tilt let the game return to the living room again become possible, also let He Wuping's heart ripples. Last year, a group of TV makers chose to work with internet companies to launch their own smart TVs. Internet companies are also launching their own Internet video boxes to compete for the entrance to the living room entertainment equipment. As video content and box services continue to improve, the players in the box wars are caught in the bottleneck of finding the entry point. At the same time, the game of China's most successful business model of the Internet has been confirmed on the mobile side, which also let the later people see Hope, so the game became the focus of a new round of box warfare. A successful sample last week, wingers and nine cities rolled out their TV box products to try to grab the entertainment entrance to the living room at the core of the game. This idea has been successfully sampled in the past. 1988, Nintendo's Game host FC (commonly known as red-white machine) by Guangzhou, to the domestic market. However, at that time, the price of 2000 yuan was difficult to be accepted by ordinary families. According to senior game player He Wuping revealed, at that time Nintendo FC technology threshold is not very high, a FC hardware cost of 200 yuan, if the bulk of the procurement of FC electronic components, the cost will be lower. This also makes the electronic equipment manufacturers around Guangzhou see the opportunity. 1990, a small genius of the Cottage FC host officially to the market, the price set at 550 yuan, to be compatible with all FC games. But in the end because the Cottage FC host success is another company-small overlord. and other Cottage FC host different things, small overlord more attention to the brand mold. On the one hand, by playing the name of learning machine, inviting star endorsement, in various media to expand publicity, on the other hand, continue to optimize the product of Nintendo genuine game support. Such a strategy so that small overlord for a time to become a synonym for FC games, the domestic people also know that FC's intellectual property belongs to Nintendo. FC success let small overlord earn bowl full, until the arcade of the popular, the heat of the small overlord gradually faded. Warlords and with a series of policy after the control, the game's mainstream market turned to the PC, until last year since the introduction of the trade zone related policies, so that game manufacturers once again saw the hope of returning to the living room, the following manufacturers have taken the lead: 1. Last September, the Hundred-Vision andMicrosoft set up a joint venture to introduce Microsoft's Xbox to China in the form of a TV entertainment terminal, and insiders say the formal launch of the product will take place in October this year. 2. Last September, Millet introduced a new generation of boxes, the box added Bluetooth handle support, while in the game content built on the plant War zombies, gems bejeweled and other games. 3. Last October, the perfect World and Jinya technology to launch the game box, the content of the game built into the game hall and a 3D dance games "touch"; 4.1 Months 14th, Huawei announced that it will release Tron in the Chinese market in the second quarter of 2014. has completed the "Ice Fire Destruction God" "Touch" and "KK Racer" "Death trigger" and other products at home and abroad access. 5.3 Months 18th, winger launched a family casual game-oriented box products. In terms of content, the winger and the number of Chinese cooperation, in addition, the box will be the winger's 11 games revenue. 6.3 Months 19th, the nine city and ZTE launched the home entertainment host Fun Box, in addition to Bluetooth remote control, nine city also introduced matching Bluetooth game handle. The content of the game fun box with EA, Take2 strategic cooperation, lunchbox platform will introduce the "NBA 2k14" "Need For Speed" "Gem bejeweled", etc. video content by CIBN (China International Radio and Television Network) integrated broadcast control platform provided. From the current situation, in addition to the winger, the manufacturers in the introduction of their hardware products at the same time, have found a suitable game content provider to provide support. Industry insiders pointed out that the Internet re-enter the home game host market, the lack of software infrastructure, the future must seek content developers to cooperate. The industry believes that in the early days of competition, if not with more content to achieve cooperation, will make the game box into a chicken, because can not guarantee the exclusivity of other manufacturers and content business cooperation, with the development of the market, the choice of the quality of the content of the Chamber of Commerce is becoming less. Applause not draw at present, the box platform on the game content has not really been solved, the home has launched its own hardware products occupy the market, can be described as a first-mover. In the eyes of the vast number of Internet users, this kind of box game form can be how many people accept it? According to Sina Science and Technology launched a survey, the TV box game function, there are 48% of netizens optimistic about its development, but there are 39% of users to see the growth of its space, from the data, the two sides to support the number of differences is not very large. This shows that the market prospects for box games are still controversial, the specific change of the dispute may be more explained in the next set of data. Among netizens surveyed, the choice to use the TV box to play the game only 5%,pc and mobile devices are still the current mainstream gaming platform, accounting for 36% and 34% respectively. The same as living room entertainment equipment, selected through the PS, Xbox and other games host games accounted for 22%, is more than 4 times times the box. From the current survey knotFruit, Box games in the living room entertainment market is not a draw. High-level game player said that the box game in the market is still new things, the player's attitude to it more curious, in the freshness of the drive, the box game will be a certain degree of attention, but in the living room point of view, the game host or players are more accustomed to the game platform. Zhongguancun Game equipment distributor Zhang Sina Technology said, from his operating storefront, Daily Consulting host PS, Xbox equipment or the majority of the daily sales of host equipment not less than 5 units. He also said that the future will consider operating game box equipment, but due to market uncertainty, in the early stage will not bulk procurement to avoid risk. From the survey as a whole, box game is still in a state of applause, in the living room entertainment, players are more accustomed to choose Xbox, PS this game host. But after all, box game is also a product of a new platform, it needs a certain period of time to educate users, cultivate user habits, as for the future users of its acceptance of the degree is still unknown. The future is still unknown. As a veteran player, He Wuping the game back to the living room cautious attitude, even compared with the mobile phone, TV has a stable network, many people involved in the big screen and 3D experience and other advantages. But he also said that any game platform can finally stand and mark an era, are based on a variety of classic game products to do content support. Nintendo has "Super Mary" "Soul Dou Luo" "Double Dragon", arcade on the "Boxing Emperor 97" "Journey to the Sout" "alloy warheads", these classic games for their platform to provide a good support. Even in the PC era, players still play the game through simulators. He Wuping pointed out that this is also the emergence of Sony PS (play redevelop) has not directly replaced the arcade is an important reason, in playing redevelop just launched, and only "biochemical crisis" a game can be said to be classic. In this regard, the city of Kowloon seems to have prepared the "Lunchbox alliance" with the providers in terms of content. This alliance currently includes Sohu (69.13,2.15,3.21%), Grand, Kai-ying, Chun-Meng, Tour clan, echocardiography, Touch, Stone, Blue Harbor, in hand Tour, West Mountain, popular, Love home, small overlord and many other partners. From the content layout, the nine cities have taken a step forward. Not good at the game content of millet choose a way, although the millet handle has not been mass production, but has been for its video game content to do a hardware support preparation. Millet Mutual Entertainment director Liu Jingyan said, Millet will not do their own game content development, the future still with the introduction of good game content as the main direction. He revealed that large TV 3D games will be the focus of future nurturing millet. Industry insiders believe that the current Android box for the platform of the video game is still in the early stages, the application of the games provided by the mall is far from enough. With the current trend of the development of hand-like, with the box products to form their own channel system, high-quality content providers will become the main target of the channel, channel costs will also increase exponentially. Many manufacturers in the living roomThe game aspect movement frequently, mainly is sees the policy to incline. January 6 This year, the State Council issued the "China (Shanghai) free trade in the pilot zone to temporarily adjust the relevant administrative regulations and documents stipulated in the Department's administrative approval or access to special management measures of the decision" (hereinafter referred to as "decision"). The decision announced that foreign-owned enterprises would be allowed to engage in the production and sale of gaming equipment, and that gaming and entertainment equipment reviewed by cultural authorities could be marketed to the domestic market. However, there is no specific implementation details of the decision, and the timetable for the details is not disclosed. In this case, each home in the form of the box to play the edge of the sitting room game field, whether to meet the requirements of the future decision rules is difficult to say. So, the game with box this form exists in the living room market, how long it is still unknown. In addition, the domestic game content business is mainly to do PC, tablet, mobile phone game products, whether it is the FC era or living room mainframe era, the domestic game content dealers did not launch a living room exclusive game. 0 The content support of the experience also increased the risk factor of the homemade parlor game equipment. In terms of policy, it is not yet possible to conclude in the decision how the content of the game will be examined, including the review of domestic games and the introduction of foreign games. If there is no high-quality content to follow, the so-called living room game equipment has become a soulless body. It is also the biggest variable that Blackstone and Microsoft are working together to introduce China's Xbox this October. It is now certain that the Xbox will have the same video playback and information lookup capabilities as the box in the country. In terms of gameplay experience, the game box is dozens of blocks from the Xbox. In gaming products, the Xbox already has a good content system. The only advantage of these game-centered TV boxes is the price. In the follow-up consumption, the box is a one-time consumption, and Xbox such game consoles belong to the sustainable consumption. In the box, most games are free products. In this regard, the Xbox a game of about 300 yuan price may be difficult to be accepted by Chinese consumers ' consumption habits. This low-cost box is easier to preempt the low-end living room market. But on a global scale, Xbox and play redevelop are still the most popular parlor game hosts. According to the latest statistics, the Xbox one shipped 3.9 million units worldwide last year, selling 908,000 units a month last December. Another game-host giant, PS4, sold more than the Xbox One, and by March Sony had 6 million PS4 worldwide.