Sony Microsoft games in the FTA

Absrtact: In the afternoon of May 23, Microsoft has obtained the business license for the sole proprietorship game machine manufacturer registered in Shanghai FTA. It is reported that the company registered as Microsoft Gaming Equipment (Shanghai) Co., Ltd., the legal representative of the Microsoft Greater China Region Vice President Chen





May 23 Afternoon, Microsoft in Shanghai FTA registered a wholly-owned game machine production Enterprises to obtain the business license. It is reported that the enterprise registered as "Microsoft Gaming Equipment (Shanghai) Co., Ltd.", the legal representative of the Microsoft Greater China Region Vice President Chen (davidshichen), registered capital of 33.4 million U.S. dollars, registered in Waigaoqiao, the Department of foreign-owned enterprises.




As Microsoft
, Sony, its old rival in the game's mainframe field, followed suit. Shanghai Oriental Pearl (Group) Co., Ltd. (600832,SH, hereinafter referred to as the Oriental Pearl), announced yesterday that its wholly owned subsidiary Shanghai Oriental Pearl Culture Development Co., Ltd. (hereinafter referred to as the Oriental Pearl Culture) and Sony Group in China wholly-owned subsidiary of Sony (China) Co., Ltd. signed a joint venture contract, Joint venture company in Shanghai FTA, responsible for production and marketing of Sony Group's Sony Computer entertainment company's PlayStation hardware, software and provide related services in China business.





"Daily economic news" reporter noted that Microsoft game host into China's partner in the Shanghai Oriental Media Group (Wengwang) of the holding subsidiary, and Sony's partner Oriental Pearl is the Shanghai Cultural Broadcasting Film and Television Group (Daving) subsidiary. Vingon is currently in the midst of a merger and reorganization.





Company is responsible for OEM production





According to the Chen, "Microsoft Gaming Entertainment Equipment (Shanghai) Co., Ltd." from the registration to the business license took only 3 days, and the upcoming games in China to sell the Xboxone standard version of the set price is not set, "will listen to the views of all parties. ”





According to Chen, the above Microsoft's wholly owned company will be responsible for the Shanghai FTA OEM production game machine, and Microsoft and the Hundred-Vision (600637,SH) joint venture is mainly responsible for the game content business, "Our game will be Chinese culture as the element." ”





According to the Daily Economic news reporter learned that in order to prevent the youth addicted to the game, the State Council in June 2000 forwarded the Ministry of Culture and other departments, "on the development of electronic game management sites," The idea of special governance, "from the date of this opinion, for the domestic video game equipment and its 0, accessories Any enterprise or individual may no longer engage in the production and sales activities of video game equipment and its 0, accessories for domestic. ”





since the establishment of the Shanghai FTA in the end of September last year, the market has been looking forward to the liberalization of a series of cultural policies such as the registration of foreign-owned enterprises and the production of game hosts. Soon, the China (Shanghai) Free Trade test area General plan stipulates that through the cultural authorities content review of domestic game entertainment equipment can be sold to foreign markets. In January this year, the State Council issued 32 issues on the Shanghai FTA Foreign Investment access policy reform notice, including the lifting of the game.





April 21, the Shanghai municipal government officially announced the "China (Shanghai) Free Trade Test Area cultural market open Project implementation Rules" (hereinafter referred to as "rules"), involving game consoles, amusement rides sales and services, performance brokerage and entertainment three major areas. At the same time, the "rules" stipulates that the Shanghai Film and Television bureau as an examination and approval unit, only through the content of the Bureau review, game entertainment equipment can be marketed to the domestic market.





Subsequently, the Shanghai Radio and Television, Shanghai Cultural Broadcasting and Television Group Limited (SMG) holdings of the New Media Co., Ltd. (BESTV) and Microsoft announced April 30 in China will formally release the two sides of the cooperation version of the Xboxone.





Sony into Shanghai FTA





has been bullish on the Chinese game Machine Market, Sony, previously rumored to be actively engaged with companies in Shanghai. It is understood that in order to reach cooperation, Sony and the Oriental Pearl made a number of communication, on the basis of extensive inspection and comparison, the final choice with the Oriental Pearl set up a joint venture, the introduction of PS Series game machine.





according to the Oriental Pearl and Sony Cooperation agreement, the two sides will set up two joint ventures covering the production, distribution and sale of hardware and software, including Shanghai Oriental Pearl Cable Music Culture Development Co., Ltd. (proposed) registered capital of 10 million yuan, Oriental Pearl accounted for 51%, Sony accounted for more than 49%, Sony Computer Entertainment (Shanghai) Co., Ltd. (proposed) registered capital of 43.8 million yuan, Oriental Pearl accounted for 30%, Sony accounted for 70%.





Senior industry personage Boblee thinks, "The game business is one of Sony's core business, including PS4 product to introduce Shanghai from the trade area, undoubtedly will be greatly favorable to Sony." ”





also has industry analysts said that Sony to choose the Oriental Pearl to set up a joint venture, may be mainly for two reasons, one is compared with other private internet enterprises, Oriental Pearl as a state-owned enterprises, especially as a Vingon after the integration of the listed platform, with stronger brand awareness and comprehensive strength Second, the Shanghai Bureau of SMG has the right to review the game software content, for future gaming software review to facilitate.





for Sony's involvement in the Chinese market, Chen recently responded to the media's view that "competition is good." ”





, a professor of culture industry at CIC, Zailing, said Sony and Microsoft are "rivals" in the gaming machine market, but in different market situations the roles can change. At present, China's game machine market is only a company difficult to support, only "big cake" can quickly stimulate market potential, achieve a win-win situation.





In addition, Zailing also pointed out that once Microsoft and Sony as the global amusement game giant into the Chinese market, the domestic games, amusement machine production enterprises caused the impact is inevitable, also do not exclude the two giants take the opportunity to some high-quality production enterprises to buy, reduce their own production costs.