Summary of the first day of ChinaJoy: Consoles are here, mobile games have changed
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Although the main course of ChinaJoy is today's exhibition hall, few people know about the ShowGirls who rehearsed in the venue yesterday, and the other side of the construction staff's efforts. At the summit forum outside the venue, the heads of various game companies came to the same stage to express their opinions, which also made this aperitif seem mellow and mellow. Even though many manufacturers are more for publicity to do enough image, but in their speeches, a change in the wind direction can still be vaguely felt. In addition, the official debut of the domestic licensed version of Xbox One late yesterday made full preparations for today's official launch. From the layout of this year's exhibition hall, a special console game exhibition hall for lifting the ban was added. In addition to traditional console manufacturers Microsoft and Sony, some domestic Internet companies involved in TV box games also set up booths in this exhibition hall. Since the end of September last year, when the Shanghai Free Trade Zone plan was announced, and Microsoft Xbox was officially launched in China on September 23 this year, the domestic game market has completed the process from the lifting of the ban on game consoles to the official landing of game consoles and services. This market that has been blank for 14 years has also left too much imagination. Controversial pricing For domestic users, the most concerned thing is price. Yesterday, Microsoft announced the price of the domestic version of Xbox One. The deluxe version with Kinect and the first-day special deluxe version are priced at 4,299 yuan, and the ordinary version without Kinect is priced at 3,699 yuan. In terms of price, the domestic Xbox is more than 1,000 yuan higher than the foreign version, which makes the price a point of complaint on Weibo. Xie Enwei, general manager of Microsoft's Xbox Division in China, told Sina Technology that the difference between the domestic and foreign versions is due to the different pricing logic of the two. At present, Xbox is no longer a simple living room game console. Users can also use Xbox One to play videos, watch TV, and play music. These functions require Microsoft Live Gold membership (users must become Microsoft Live Gold members to enjoy online services on Xbox), and they must also purchase related services separately. For example, the monthly service fee for Xbox Muisc is $9.99. In addition to these paid services, the price of the main body of Xbox, the game product, is as high as $59.99. Xie Enwei believes that the customized post-consumption model of Xbox overseas is not suitable for the consumption habits of domestic users, and Microsoft needs to bring a one-time consumption experience to domestic users. He pointed out that "the price difference between China and foreign countries is because the consoles purchased abroad are separate products, while the domestic services have integrated the entire ecosystem of Xbox One". Based on this, from the current official game prices, the domestic game prices are two-thirds of the foreign game prices. Microsoft Live Gold members sell for 199 yuan in China, which is half of the foreign prices. BesTV CEO Tao Mingcheng also said that users can enjoy the audio-visual services provided by BesTV for free after purchasing Xbox One. He pointed out that such services are all paid items of BesTV. According to the official website price, the standard definition package of the Premier League is 199 yuan, and the high-definition package is 299 yuan. Xie Enwei frankly said that in the process of price setting, it was out of such consideration that he wanted to make Xbox One an overall ecological price. Rich content From the first batch of works released this time, console games are not lacking in support from domestic developers. Perfect World, Snail, and Zhulong Games have products that have entered the first batch of domestic Xbox One games. In addition, EA, Ubisoft, Impex and 2K Sports will all develop game products for the new territory of Xbox One. Yusuf Mehdi, vice president of Microsoft, is full of confidence in the future of the Chinese market. He said that he hopes that Microsoft can slowly win the hearts of 500 million Chinese players through exploration and accumulation of the Chinese market, thereby helping the Xbox China team become a leader in Xbox's global strategy. According to Xie Enwei, the domestic version of the online game server is in China, and products purchased through parallel import channels or directly purchased from overseas in China will not be on the same server as the domestic version. In addition, he also said that in the future, no user services of the overseas version of Xbox One will be restricted because of the official launch of the domestic version. In the field of audio-visual, Tao Mingcheng said that BesTV is not inferior to any Internet video company in video content, and has not yet considered connecting to other video service providers. He said that the copyright of some content on video websites does not necessarily include the copyright for broadcasting on TV terminals. BesTV is the first in the industry in terms of quality and quantity in terms of TV broadcasting copyright. However, like Twitch, which is currently more popular and more practical in Xbox One, there is no dedicated service to replace it in the domestic version. Twitch is a real-time streaming video platform for video games. Players can view other players' recordings or strategy videos through Twitch. Regarding the reinforcement of this kind of product and service, Xie Enwei said that he believes in the ability of domestic developers and looks forward to the emergence of a suitable product as soon as possible. Tao Mingcheng said that Twitch is also a kind of video business, and BesTV is also actively exploring it. "At the beginning of the cooperation between the two parties, BesTV paid attention to which Xbox One services were operating well in the United States. As long as it helps to build a complete industrial chain, BesTV will pay attention to it. Products like Twitch are already within the scope of consideration." Mobile games change direction. Everything about Xbox One in China is clear, but the mobile game industry, which is similar to its popularity, has begun to be confusing. Unlike the previous casual card games, heavy RPG games are gradually becoming the protagonists of the market. Sun Dahu, vice president of Snail Games, believes that in the future mobile game market, heavy RPG games will occupy a large market share. Sun Dahu believes that mobile game users are also growing with the development of the entire mobile game market, and it is an inevitable trend for users to turn to heavy games. From the perspective of the market, the current popular mobile games are divided into two categories: light mobile games that are almost non-existent, and extremely heavy mobile games. From the perspective of product development, Sun Dahu said that the existing R&D personnel in China still have a primitive preference for terminal games, and they hope to develop mobile game products into terminal game models from the bottom of their hearts. In addition, in terms of hardware, the computing power of current mobile terminals can already meet the needs of heavy games, and the development of the network can also ensure stable data interaction. From these aspects, heavy mobile games have ushered in the best opportunity. As the product type tilts towards heavy games, the IP (copyright theme) fan economy previously established around light games also seems to lack stamina. 360 Vice President Chen Jie compared it to the icing on the cake for games, not timely help. He believes that IP is mainly for games to enhance the sense of substitution of products. IP can attract users to download products, but retaining users still depends on products. Shanda Games CEO Zhang Xiangdong also criticized the previous chaos in the industry over the hype of IPs. He said that there is a general market view that only good IPs can make good games, and some people even attach more importance to IPs than the products themselves. However, for players, a good game is a good IP. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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