The "Crisis" "machines" in China's host gaming market

Distance December 10, Sony PS4 held a grand release so far more than half a month, this half month, Sony's PS4 performance? From Sony's PlayStation flagship store in the sky, the number of bookings for standard and set editions is less than 500 in half a month. Take a look at the cat's official flagship store in China, which is one months ahead of PS4 's Xbox One, with less than 100 in body sense and without body sense. Game video games to watch very early, I have written a few reasons, including the price is too high, the parallel market has already opened Real fans have been through various channels to buy, the game content is missing, cheap box harassment and so on. But such dismal sales are not anticipated by game observation, according to the game observation with a Microsoft Xbox may have co-operation with the news, the Xbox One in China's sales of 300,000 units, please note that these 300,000 units have not reached the hands of consumers, but in the hands of the dealers. So why are their sales so bleak, and what is missing in China's host gaming market? Game watch on this and China's first game host company, "Ax Technology" founder, CEO Zhang Xiaowei Long chatted, which he talked about a few Chinese host game market problems, I think it is very interesting, Here to share with you. 1, the player needs is the game machine, not a hodgepodge of game observations: After the frantic black Friday, the latest figures show that PS4 sold 17.1 million units a year after the sale last November, compared with about twice times the number of Xbox One sold in the same period last year. Zhang Xiaowei: Sony This PS4 the launch of the national line is very good, slogan is "All for the players." The Xbox one country Windows aggregation idea is too heavy, and gamers don't buy it because there's not much to play with. Game observation: But the Xbox's body feeling is still quite attractive to people who are not players, such as dancing ah what, I have a few friends to buy the Xbox's purpose is to experience the lower body feeling, somatosensory technology PS4 or, the domestic so-called pseudo-body feeling or the Xbox poor far. Zhang Xiaowei: Body Sense this thing, show a show line, cool a good row, but it is difficult to form sticky. Like overseas host game output, more is the handle, less body sense. Foreigners play a sense of body because they live is house, very spacious, but China's living room is not so big, really let players play when it is difficult to display and a sense of generation, it is difficult to form a sticky. The body sense and the handle game are different, the real good game experience is the handle. With body sense game exercise, nothing to play a play can, but it is not like the handle game so that people have sticky, is an immersive experience. In overseas, mature, really be recognized by the player is the handle game. Game observation: As you say, the public user's perception of Xbox One is a tourPlay, and the player's perception of the Xbox One is not a game console. Zhang Xiaowei: In fact, the game player needs a purely game machine to consider for the player rather than a complicated box. Host it can play games to watch video, while education, shopping, these are not gamers need. Home Entertainment terminal: divided into several kinds, game video karaoke, but the game is the most sticky, games and video of the crowd is overlapping, play the game people must watch the video but not necessarily other ancillary functions, bloated game machine is not accepted by the player. 2, the content is the local power temporarily difficult to make up game observation: So, PS4 sales should be good, but the reality is that China's PS4 sales are not necessarily better than the Xbox to go there. Zhang Xiaowei: Host performance, high hardware prices, game prices sell high, three high. The mainstream does not give force, even if a little bit of the content to force also line, lock zone, double lock, buy CDs can not play, bought a castration version, the significance is not big. True Xbox One fans have been bought through other channels, and real players know that the licensed ones are not, and they want a game machine with content and cheapness. And their localization to do too bad, the host into China, the simple version of the traditional Chinese to Simplified Chinese, did not do very good localization, unlike those who introduced Chinese games, do a lot of localization (System/mechanism/achievements, etc.). Game observation: The introduction of this piece of content is really troublesome, need a variety of approvals, game consoles into China but the game did not enter China, so the domestic players are likely to spend heavily, bought is a piece of brick. But is it possible for Chinese game content makers to enter the industry, after all, the market is big and the perfect thing has done a similar game. Zhang Xiaowei: Game content, Chinese game industry practitioners do very little TV games, let alone host game. They are more in the making of fast money, how to do numerical, planning, more by the amount of cloth and washing to make money. Now the TV game platform, OTT box is ubiquitous directly to the hand to move on the television phenomenon, is the virtual key to map into a physical button, a bit trifles. Each game should have its own design, mobile games are more for the fragmentation of time, touch screen control experience, but the video game is more about how the continuous time to have a better visual and gaming experience. Game observation: Previously because the market has not been liberalized, but now the trend of full intelligence, the industry is more and more practitioners, after the hand of the tour, as if the industry is the next to be able to be a rich game subdivided. Zhang Xiaowei: This industry is indeed in the tuyere, but China's host game industry has been blank for 14 years, the lack of talent, industrial chain fault. The worse the fault will be, the better the timing is now. There is a gap between the level of Chinese game production and overseas, like the film special effects technology of the cultural industry, and the gap with overseas is still very big. 3, host game like the end of the game observation: So, the Xbox one and PS4 Chinese line does not seem very good, a metaphor for the Xbox or PS4 is like the Apple phone without the app to move bricks, but "millet" also has no chance ah, it also lacks the app ah. Zhang Xiaowei: You may have overlooked a bit, PS4 and Xbox will have problems when introducing games into China, but Chinese companies will not run into problems, and the open policy above is to drive China's entire gaming industry chain, from hardware to software, rather than opening up the market to Microsoft and Sony to play. So the opening of the domestic host game market needs to be nurtured slowly, but many of China's big game manufacturers will also start to pay attention to this market, make excellent host game, the industry chain will be driven up, production level to keep up, talent, virtuous circle rather than blindly buy overseas IP. Game observation: Now there have been a lot of hardware manufacturers, boxes ah what, but it seems not to ah, that model can not be called TV games, can only become casual games, children play. Zhang Xiaowei: Game Hall integrates a lot of mobile games, pre-installed game Hall can download, do channel. In fact, they are all in the way of mobile phone game, through distribution channels, washing volume, to increase revenue and the amount of intelligent television and mobile phone can not be compared, the amount of players can not be compared with mobile phone users. The amount of washing is not recognized by the market, I think. We want to make the platform, from the bottom to the software to the game content, to ensure experience and gameplay. Besides, can those boxes be called game consoles? Game observation: It is really just a box, the experience is not good. So where is the biggest opportunity in China's video game market? Zhang Xiaowei: In fact, China's host game market has been there, but it is in the gray area, from the parallel market every year to see the market of Chinese game machine is a big demand, will open the market. The need for a single player to communicate needs to be released, they are independent, and the Chinese market is not aggregating them to form a social effect, giving them a better release window. They have a need for networking, single game is not just entertainment, sharing is not limited to: the achievements, the number of games, play, and so on, these are needed to share, now no one to consider how to solve their needs, they as a core player and have a sense of existence, no one to take care of their feelings. Summary: Since 1983, the red and white machine has been officially published to define video games, to 198-9 years of Gameboy's palm machine swept, and then gradually turned to the PC side, and then to the palm of the machine end (mobile phone), the trend is now gradually closer to the television, the 30 years, the game industry in China has passed a cycle. When we envied Blizzard's World of Warcraft, China somehow also appeared "Journey", "Tianlong eight" so although there are gaps but not so huge gap between the products, when we feel GungHo, Supercell, King's report card, the Joy of Excellence, Blue Harbor, Silverside also small score. But only video games, which are already very mature overseas, occupy overseas tours every yearPlay total income more than 50% of the video games that in China it has been a blank period, now with a variety of policies and capital Open, China's host game market looks like it is about to usher in its best times, but also the worst of the times, the market still faces various problems, the road is still exploring how to go, but it is certain that China's video game has opened a new chapter in China's gaming industry, the next big-game company is bound to belong to video games, compared to the page tour, hand tour, video game industry is also the most promising and the end of the industry a higher level of the Giants.