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The author:(作者)归海一刀
published in(发表于) 2014/3/20 5:46:41
Video game ban， Microsoft Sony Nintendo remains calm，

Video game ban, Microsoft Sony Nintendo remains calm-game ban, Microsoft, Sony, Nintendo-IT news Video game ban, Microsoft Sony Nintendo remains calm

After 13 years of gaming machine "ban" finally opened one of the corners. Notice published earlier this year in Shanghai within the FTA, allows foreign companies to engage in gaming entertainment equipment production and sales. Over the past 13 years, the traditional video game market share were computers and smart phones "encroachment" ban can activates the silence on how many years the domestic game industry? So far, three foreign game companies as Microsoft, Sony, Nintendo seems to remain on the sidelines, Huawei, perfect world, ninetowns, bullies, and other domestic manufacturers and silent for a long time but have been eager to have initiated the layout of hezonglianheng, seems to have the determination to its former glory.

-Current status

Foreign gaming market differences are significant

A "stop order" also dates back to June 2000, approved by the State Council, the electronic game arcade on special projects, requirements for domestic electronic game equipment and its zero, shall cease production and sales in the annex. Subsequent game, a video game (also known as games host) and a large arcade games have been banned. Since then, the game disappeared on the legitimate market in China, the domestic game companies have moved to online games and the tour started, foreign-branded games are mainly sold gray market.

According to the China game publishers association Working Committee 2013 China game industry report, published last year, Chinese game market sales of 83.17 billion yuan, an increase of 38%. Among them, the client online game market share rose to 64.5% (see chart). While the game console market share did not record. However, on the gray market, gaming consoles are still selling. In Taobao, when reporters search "game" 24,484 home stores, Sony PSP, Microsoft Xbox series are best sellers. Among them, the sales rank Taobao shop, the big three months sales of its game machines are over hundreds. In Microsoft's new video game console Xboxone, for example, sales of Taobao sellers with the highest monthly sales of 212 units, while the latest video game console Sony PS4 monthly sales of 774.

In the global gaming market, host game sit first year round. According to the marketing consulting company PricewaterhouseCoopers study, from 2007 to 2012, the global marketplace, while host games dwindling market share, but still topped with 40% shares, online games and mobile games are carved up the rest of the shares.

-Response

Local manufacturers ready

Joint venture company ZTE launches home entertainment also hosts FunBox in Kowloon City.

However, there are still subject to policy restrictions, the current domestic manufacturers to test the water games are "box type" products to home entertainment as the core, the main somatosensory interactive features such as games are just some additional modules. And positioning is not high end, prices are below 1000 Yuan.

According to the Overlord, General Manager Li Changhua said, the SEP launched the interactive game does not have a single game features. However, "bullies currently invested tens of millions of game research and development every year, next month will roll out two or three new games. ”

Ban let go and the game console in the world market seems to have a lot of Chinese manufacturers smell a business opportunity, starting from the final quarter of last year, bans the liberation of many enterprises set up by Dongfeng starting stirring. Perfect world United Jinya last October it launches TV games the smart box "the perfect box", can wake of so many childhood memories video game company bullies announced last December, will join Alibaba launches carrying Ali TVOS family game machines. In January this year at the CES show, telecom giant Huawei unveiled a domestically designed home entertainment Terminal TRON, which is scheduled for official launch in the second quarter.

Foreign giants

Cautious admission

For foreign games host giants, is a new market in China after the opening of the ban. But different from the domestic producers reacted positively the layout, three foreign companies do relatively cautious.

In September last year with Microsoft's free trade zone, Shanghai set up joint ventures with bestv, took early advantage, both sides proposed total investment of 1.45 billion, 51% per cent and 49% per cent respectively, but has been very low-key. According to the reporter, bestv friendship home launched its Xbox technology game terminal and plans in September this year on the line.

Against China's ban on game sales news, recent news, Shanghai Oriental Pearl group is working with Sony to high-level contacts, Oriental Pearl group hopes to bring Sony PS4 console to mainland markets. But Sony has not made any remark on the news. Nintendo also said there were no plans for entering the Chinese market, said the market situation in China is still staying on the sidelines, is still in the research-related regulations.

Game Analysys analyst Xue Yongfeng, the foreign giants layouts carefully there are some historical reasons. Microsoft and Sony are taking abroad losing money selling hardware, software, profitable practices. "But the domestic market is a big problem of copyright, software is also very easy to pirate the game, giant to enter the Chinese market, in existing domestic context attract users is a major challenge. In addition, the content still has to be audited the Ministry of culture, is also a big hurdle ".

-Analyze

Main living room market space

Home video game console market in the future? Perfect world CEO Xiao, in an interview, said the host game will become a very important market segment in China's game market. Is balance the part of the business of the company, currently in the PC games market has performed well, hoping to quickly expand the tour started business, entering the host game market.

AI vector consulting CEO Chang told reporters that the previous provisions of the State Council, the most severe blow to Arcade, mainly against taking this gamble. View from the present situation, future game development under the impact of cell phones, flat-screen space is limited, main living room game console in the market will have more space. Chang believes that with the development of the past more than 10 years of online games, development of the industry as a whole is relatively mature, video game ban is expected in the future will be solved gradually in the Mainland. "Although video games from completely open for a long time, it is expected that another 35 years, when the market's return, fully mature, the entire hardware and software revenue is expected to reach 20 billion or 30 billion. ”

Foreign-owned big three difficult to shake

Temptation while the host market seems great, but many industry insiders say "cake" tough.

Xue Yongfeng, the three giants Microsoft, Sony and Nintendo will be the biggest profits. In the high-end gaming console market, domestic companies have no advantage. Xiao said that "major hardware vendor or Microsoft and Sony, to any other companies, this area of game development is very difficult. ”

Mobile gaming platform Rubik's cube network CEO Wang Jian pointed out that gaming consoles have two thresholds, one is the technical threshold for a host, the second threshold is the content of the game. Only fun and games, then have a good experience in order to attract users, foreign manufacturers have an advantage in this regard. "Current host players are mainly clustered in three major foreign manufacturers is expected over a period of time to domestic enterprises in the market as a whole will show the vulnerable, only with the low-end market. As the market recovers in the future may 3-5 years later, thanks to the localization, the policy supports the above may have the advantage, domestic manufacturers can look forward to. ”

Cake sized key enterprises

Wang told reporters that the mainframe market growth, there is no doubt that, after all, is a great foundation on industry policy, badly recently sales have been higher than previously estimated. "But on the whole, similar to host client games. Although the ban will bring some new players, but does not have very significant growth. As a niche, the host will have its own value, but limited by the device, compared to hand still can't swim, so at this stage, many businesses are sitting on the fence. ”

Chang also told reporters, said current market cake can be large, said small small. Test water enterprises is the key how to play. In his view, game only companies set their own threshold, has unique content, able to attract specific users can do their own channels and avoid becoming homogeneous products. "Is expected to return for a very long time ago, game companies still choose making money on hardware, software purchase fees when hardware tends to profit, and profit in software will only gradually," Chang said the big three challenges to domestic enterprises apparently, so the current test water vendors have also hit the low end and did not directly challenge the big three. In his view, the enterprise specializes in the low-end game is also on the business should do low prices through differentiated content and good service make a game of "millet".

游戏机禁令解除，微软索尼任天堂依然淡定 - 游戏机禁令解除,微软,索尼,任天堂 - IT资讯
游戏机禁令解除，微软索尼任天堂依然淡定

长达13年的游戏机“禁令”终于掀开一角。国务院办公厅今年初公布，在上海自贸区内，允许外资企业从事游戏游艺设备的生产和销售。过去13年间，传统游戏机的市场份额遭到电脑和智能手机的“蚕食”，禁令解除能从多大程度上激活沉寂多年的国内游戏机行业？截至目前，三大外资游戏主机巨头微软、索尼、任天堂似乎仍在观望，而华为、完美世界、九城，以及沉默多时的小霸王等国内厂商却都已跃跃欲试，纷纷展开了合纵连横的布局，似乎有重现往日辉煌的决心。

□现状

中外游戏市场差异明显

“禁令”还要追溯到2000年6月，国务院审核通过《关于开展电子游戏经营场所专项治理的意见》，要求面向国内的电子游戏设备及其零、附件生产、销售的行为即行停止。随后掌机、电视游戏机（也称游戏主机）和大型游戏街机几大类游戏机纷纷被禁。自那时起，游戏机在中国的合法市场上销声匿迹，国内游戏机企业纷纷转战网游、手游，而外资品牌游戏机则主要畅销水货市场。

根据中国出版工作者协会游戏出版物工作委员会发布的《2013中国游戏产业报告》，去年，中国游戏市场实现销售收入831.7亿元，同比增长38%。其中，客户端网络游戏市场占有率高达64.5%（见图表）。而游戏主机的市场份额根本没有记录。不过，在水货市场上，游戏主机仍然热销。在淘宝网上，当记者搜索“游戏机”相关店铺就有24484家，索尼PSP系列、微软Xbox系列都是热卖款。其中，销售量排名靠前的淘宝店铺，三巨头旗下游戏机的月销售量都超百台。以微软最新款游戏主机Xboxone为例，销量最高的淘宝卖家每月能销售212台，而索尼最新游戏主机PS4则每月能销售774台。

其实在全球游戏市场上，主机游戏长年稳坐第一。根据市场咨询公司普华永道的研究报告，自2007年到2012年，全球市场上，虽然主机游戏市场份额不断减少，但仍以40%的占比居首，网络游戏和移动游戏则是瓜分剩下的份额。

□反应

本土厂商蠢蠢欲动

合资公司中兴九城也推出家庭娱乐主机FunBox。

不过，仍然受到政策的限制，目前国内厂商的试水游戏机都是“盒子类”产品，以家庭娱乐为核心，主打体感互动等功能，游戏只是一些附加模块。而且定位并不高端，售价也都在1000元以下。

据小霸王总经理李长华透露，此次推出的体感互动游戏机并非只具备单一游戏功能。不过，“小霸王目前每年投入几千万作为游戏研发费用，接下来每个月都将推出两三款新的游戏。”

禁令的放开和游戏主机在全球市场的表现似乎让不少中国厂商嗅到了商机，自去年四季度开始，不少企业搭了解放禁令的东风开始蠢蠢欲动。如完美世界去年10月联合金亚科技推出TV游戏智能盒“完美盒子”，能唤醒无数童年记忆的游戏机公司小霸王去年12月宣布将携手阿里巴巴推出搭载阿里TVOS的家庭游戏机等。而在今年1月的CES展会上，电信巨头华为也展示了一款自主设计的家庭娱乐终端TRON，计划于二季度正式上市。

外资巨头

谨慎入场

对于三大外资游戏主机巨头来说，禁令开放后的中国无疑是个新市场。但与国内厂商的积极布局反应不同，三大外资巨头表现相对谨慎。

尽管去年9月与微软就在上海自贸区与百视通成立合资企业，早早地占据了先机，双方拟投资总额14.5亿，分别占51%和49%股权，但之后一直十分低调。而据记者了解，百视通友谊推出使用Xbox技术的家用游戏终端，并计划于今年9月上线。

而针对中国解除游戏机销售禁令的消息，近期有消息称，上海东方明珠集团高层正在和索尼公司进行接触，东方明珠集团希望能够将索尼PS4家用游戏机引进大陆市场。但目前索尼并没有对这一消息发表任何言论。任天堂也表示目前还没有进入中国市场的计划，称对中国市场现状仍待观望，目前依然在研究相关条例。

在易观国际游戏行业分析师薛永锋看来，此次外资巨头谨慎布局存在一定历史原因。微软和索尼在国外都是采取亏本卖硬件、软件盈利的做法。“但国内版权市场问题很大，游戏软件也非常容易盗版，巨头进入中国市场后，如何在现有的国内环境下吸引用户是主要难题。此外，内容依然要有文化部审核，也是一个很大的关卡”。

□分析

主打客厅市场有空间

到底国内游戏主机市场未来如何？完美世界CEO萧泓在接受记者采访时表示，主机游戏将成为中国游戏市场中非常重要的细分市场。公司正在平衡各部分业务，目前在PC游戏市场已经表现不错，希望能快速拓展手游业务，进入主机游戏市场。

艾媒咨询CEO张毅告诉记者，国务院以前的规定中，对街机的打击最严厉，主要是严防借此赌博。从目前的情况上看，在手机、平板的冲击下未来掌机发展空间有限，主打客厅市场的游戏主机会更有空间。张毅认为，随着过去十多年网络游戏的发展，整个行业发展相对成熟，预计游戏机的禁令未来会在内地逐步解开。“虽然目前游戏机距离完全开放还有很长的时间，但预计再过三五年，当市场回归、完全成熟后，整个硬件方面和软件方面的营收也有望达到两三百个亿。”

外资三巨头难以撼动

虽然主机市场看起来诱惑很大，但很多业内人士表示“蛋糕”难啃。

在薛永锋看来，微软、索尼和任天堂这三家巨头将是最大的获利者。在高端游戏主机市场，本土企业并无优势。萧泓透露，“硬件的主要供应商还是微软和索尼，对任何其他公司来说进入主机游戏开发领域都是非常困难的。”

移动游戏服务平台魔方网CEO王健同时指出，做游戏主机有两个门槛，一是主机的技术门槛，二是游戏的内容门槛。只有先有好玩的游戏，再有良好的体验才能吸引用户，国外大厂商在这方面更有优势。“目前主机玩家都主要集聚在国外三大厂商，预计在一段时间里国内企业在整个市场占有率上会表现弱势，只能发力中低端市场。未来随着市场的复苏，可能三到五年后，由于在本土化、政府政策支持上面可能享有优势，国内厂商的表现才可以期待。”

蛋糕大小关键看企业

王健也告诉记者，主机市场增长毫无疑问，毕竟政策上对行业的促进会很大，最近小霸王的销量也比之前要高。“但整体上看，主机类似客户端游戏。虽然解禁会带来一部分新玩家，但不会有太明显的增长。作为一个细分领域，主机会有自身的价值，但受设备限制的因素，跟手游市场依旧没法比，所以现阶段很多企业都在观望。”

张毅也向记者表示，目前的市场蛋糕说大可大，说小可小。关键是看试水企业怎么玩。在他看来，游戏企业只有设定下自己的门槛，有独特的内容，能吸引特定的用户，才能做好自己的渠道，避免成为同质化产品。“预计回归前很长的一段时间，游戏企业还是会选择靠硬件赚钱，软件内购收费，当硬件趋于微利时，在软件上的利润才会逐步起来”张毅称，三巨头对国内企业的挑战很明显，所以目前试水厂商都还是主打低端，并没有企业直接挑战三巨头。在他看来，企业主攻中低端的打法也是对的，企业应该把价格做低，通过差异化内容和良好服务做出游戏机界的“小米”。

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