The big-screen living room game is considered the next gold mine in the game industry, but it is not so optimistic about the current market situation.
Market research firm NewZoo game research report shows that the European and American game market, living room games accounted for 31%, while in the country accounted for most of PC games, living room accounted for only less than 1% of the game, there is a huge share of differences.
In addition, the game console market is also very low in the country. According to the data, as of December 2015, cumulative sales of PS4 and X-box that have already been listed have reached 55 million units worldwide. On the other hand, in China, with the lifting of the ban on game consoles in July 2014, X-box1 was launched in China in March 2014, and the PS4 was listed in China in March 2015. However, in 2015, the sales figures of the two giants in the country were only 550,000.
This comparison of data not only shows that the living room game is currently underdeveloped in China, but also reflects that this market has enormous potential. Even if the share of the living room game is only increased to 20% in the future, taking the total revenue of the Chinese game market in 2015 as 140.7 billion as an example, it will also reach 28 billion.
So, what are the problems in the living room game market and how can it be shaken?
Four reasons for poor game console sales
At Skyworth MicroStation's miniStation conference jointly researched and developed by Tencent, Tencent's digital product director Guo Zi gave this answer to the reasons for the poor sales of game consoles in China.
First, the price is high. Whether it is the PS4 or the X-box, the U.S. national per capita annual income is 5,500 U.S. dollars. For example, at the price of 400 U.S. dollars, the price of PS4 is basically equivalent to the income of most residents in the country for most of the month. This is a big one. For domestic residents, there is pressure. of.
Secondly, due to the tens of years of game console bans, PC games have developed even more rapidly in this decade. In the last 5 years, they have switched to a simpler touch screen operation. Domestic players have a mouse and keyboard, and a touch screen. The operation is very familiar, but it is relatively unfamiliar with the handling of the handle, which requires a certain amount of study time.
Third, many people in foreign countries each have a TV. In China, generally there is only one TV in a family. The right to use TV belongs to the whole family. If one person occupies the living room and plays games, other family members will not be able to use the television. They will feel uncomfortable. This is a bad game for the PS4 and X-box that have more stand-alone boutique games.
Fourth, due to policy reasons, many game content is difficult to be listed in China. For example, GAT5, which had the highest sales volume in the world last year, is unlikely to be listed in China. It is also a very difficult path to change the concept of piracy and pre-game payment for players that have passed.
Why is the Android game box difficult to break?
However, these problems are in fact faced with problems. Why did domestic companies fail to make breakthroughs?
In the past two years, many game companies or hardware companies in China have found this problem, so they launched Android game boxes based on the Android system, the price is relatively cheap, but the Android game box is also facing a barbaric growth environment in the country, but also face no Less problem.
First, the lack of good game content. Due to the lack of host bans and lack of living room games, the content of domestic living room games is very bleak. In order to introduce more games, game host manufacturers have no choice but to move a large number of mobile Android games to TVs. The clarity of mobile Android games is not enough. The content is mild and lacks the ambiguity of many people.
Second, user experience is poor. Due to the shift of the platform, the game control mode of the original adapted touch screen is no longer applicable to the TV. Most game box manufacturers use the handle to simulate touch or mobile phone simulation, but this is far from enough. The game must be changed to get deeper. Experience, otherwise the experience is still not good enough.
Thirdly, because there was not much experience in living room games before, so there are more mobile games on this development path, or experience in foreign X-box or PS4, and even learn from their ecological models.
System UI, appearance, such imitation marks are very obvious, users will be a lot of Tucao.
Guo Zi believes that the demand for audiences in the domestic parlor game market is different from that of foreign countries. The core appeals lie in the following four points.
First, the control is simple and easy to use. The most basic function that users can immerse in the game experience is that we must do a good basic and basic function.
Second, multiplayer games in the same screen. Based on the choices brought about by the domestic family attributes, this is also a great difference both at home and abroad.
Third, fine game content. Mobile games cannot be ported directly to television. The game is fun and the players tell you directly using the data.
Fourth, video content. It is also an indispensable feature based on the television family's attributes, and video content is more easily accepted by the family.
Can Skyworth miniStation break the new blue ocean?
The mini-game console Skyworth miniStation, jointly developed by Skyworth and Tencent, is a new game hardware category based on television. According to Nail Technology, based on the Android open platform, not only is there more advantages in content updates than traditional game consoles, but it also has PC-level hardware configuration and powerful performance. Product exclusive custom DSP multi-screen synchronization, using quad-core Cortex-A17 processor, the highest frequency of 1.8Ghz; with the MALI-T764 GPU, 267 million graphics per second, 2400M pixel fill rate, 300M / s triangle generation Rate, also has 4K decoding capabilities, the screen effect shocked.
In terms of content, Skyworth's micro-game consoles have more than a hundred fine titles developed by Tencent Games, Gameloft and well-known studios at home and abroad, and 17 classic mobile games such as Tencent's “Glory to the King†and “The People’s Assault†have been put on the TV screen. High-quality masterpieces developed by Gameloft and other well-known companies at home and abroad are all available. From somatosensory games such as sprints and tennis, to multiplayer games such as “Crossing the Street Every Dayâ€, “Football†and “King of Fighters 97â€, everything from the most popular athletic games to the most classic match games is free. Update.
In addition to the games, Skyworth micro game consoles also include customized video-only content, including Tencent's popular videos, such as NBA live broadcasts, American dramas, and 100% domestic movie theater coverage.
Skyworth micro game machine adopts innovative mode of mobile phone to replace and replace the handle, extending the wonderful experience of mobile games on the big screen of the TV, improving the display effect of the game screen and sound, supporting the simultaneous access of 8 devices in the mobile phone and the handle Under the dual-operation guarantee, a more relaxed and healthier multiplayer game can be realized, which is very suitable for family users to share happiness. At the same time, large-screen entertainment can also be complemented by small-screen games. Skyworth's micro-game consoles support a common account. Players can use large screens at home and go out with a small screen. Game progress can be seamlessly switched. It is very convenient.
According to statistics from organizations, the current duration of a single game opening by the player has reached about 30 minutes. Tencent has accumulated initial mobile eSports users through the “Superman Supernatural†and “The People’s Assaultâ€, and has expanded the scale of its users to 170 million with the help of follow-up products such as “The King of Glory†and “Across the Line of Firearmsâ€. The foundation has enough advantages. With 400 million households in China, mobile game users are switching to TV screens at home, and a 100 billion-level video game market is waiting for the Nuggets.
Wang Xiaohui, head of Skyworth Digital, said: Based on the deep cultivation and industry advantages of Skyworth Digital's main business, Skyworth's micro-game consoles are located in the blue ocean area above high-end game consoles and TV boxes. The company's strategy has entered the micro-game industry with the goal of establishing a community platform for games and entering the market with a market scale of hundreds of billions of games. The family game market is the largest in the world, and is widely accepted and recognized by users. game type. It is understood that Skyworth micro game will also launch VR high version at the end of the year.
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