Living room games are not feasible in China? LeTV Interactive Entertainment takes a different approach to support its gaming platform with scale

For a long time, the living room game market, which occupies half of the market in foreign countries, has been proven to be a dead end in China countless times. After the policy barriers that were previously regarded as obstacles to the promotion of living room games collapsed, the expected spring of living room games did not come as expected. Several attempts at consoles in China have also been branded as trying to deceive consumers with cheap Android boxes. It seems that the facts have given a perfect answer. The domestic living room game market has been proven countless times to be a false proposition and does not exist at all.

The sign "Cliffs ahead" is erected high, and the road is muddy and difficult to walk on. Does it really mean that this road is blocked? When industry insiders shook their heads and sighed at the uncertain future of Chinese living room games, LeEco, a legendary company that has always dared to challenge traditional conservative ideas, once again gave us an unexpected answer.

" Save the country in a roundabout way", LeTV Interactive Entertainment is indeed "entertaining the public differently"

On July 27, LeTV Interactive Entertainment held a press conference in Shanghai titled "Different Entertainment". This press conference was also the first official brand appearance of LeTV Interactive Entertainment. It is an indisputable fact that game consoles are not well accepted in China. In this conference, LeTV used a sophisticated layout to prove that it is difficult to solve the dilemma of living room games head-on, and "curve-saving" is the best strategy.

In fact, LeEco Interactive Entertainment has already pointed out this "curve-saving" method in the title of the press conference "Entertaining the masses differently". "Entertaining the masses differently" is homophonic with the idiom "different from the crowd", which shows that LeEco Interactive Entertainment's method of opening up the living room game market is completely different from the way previous manufacturers launched game consoles; "Entertaining the masses" also means "entertaining the masses". Only by relying on the advantage of size to bind a large number of players into its own ecosystem can it truly achieve the promotion and popularization of living room games.

Here we have to mention LeTV's complete software and hardware ecosystem. LeTV Super TV, LeTV Super Phone, LeVR and other excellent hardware products have huge sales volume and deeply active users. LeTV Interactive Entertainment has cooperated with many top game teams around the world to launch games such as "Rayman", "Prince of Persia: Shadow and Fire", "Assassin's Creed: Origins", "Black Squad", "Infinite Fantasy" and so on. They are also the first-tier super IPs in the industry. The 3D somatosensory camera, super gun king, LeTV TTL smart toys, LeTV table pole and other peripherals that LeTV equips with TVs also play a vital role in improving the TV gaming experience and expanding the gaming population.

As the times change and the mobile and VR game markets become increasingly prosperous, the desire to purchase a dedicated game console at home has gradually been diluted. Most light and medium players who previously had to buy a game console can be satisfied with just mobile games. However, the status of television as an important black appliance in the home has hardly been affected, and has even increased. At this time, LeTV Interactive Entertainment's "curve to save the country" approach seems particularly wise. LeTV did not choose to launch a game console, but instead relied on the huge volume of its own mobile games to divert users to its own long-planned and well-built super game TV platform. In this way, the rise of living room games in the domestic market is not surprising.

LeEco's ambition to create an ecosystem among platforms

In fact, the scale is not built overnight. At the press conference, LeTV reviewed the wonderful journey of LeTV from scratch. In just fifteen months, the combined operating turnover exceeded 100 million, the annual sales volume of LeTV superphone increased by 85 times, breaking the industry record, and the cumulative distribution volume of the mobile version of LeTV App Store reached a milestone of 1 billion.

Not only does hardware promote software development, but software also promotes hardware sales. The positive ecological feedback between large-screen, small-screen, and VR game platforms has prompted LeEco to fully utilize its software and hardware resources. At this press conference, LeEco Interactive Entertainment also announced that it will work closely with technology media to release the "LeEco Super TV Large Screen Game White Paper", providing developers with the greatest help in marketing, operations, technology, etc., creating ecological service standards, leading industry development, and continuously creating value for users.

It is obvious that LeEco Interactive Entertainment did not intend to develop behind closed doors at this press conference, but showed a strong willingness to accept and contribute. The in-depth cooperation with the rising star of film and game Xiao Nie, and manufacturers Ubisoft, GameLoft, and Perfect World has subtly revealed LeEco Interactive Entertainment's momentum as the domestic industry leader, and also made us marvel at LeEco Interactive Entertainment's unique vision for the game market.

The rise of LeTV's gaming platform has entered a virtuous cycle

Unlike wildly growing new game platforms and also unlike dying game platforms that accept all comers, LeTV Interactive Entertainment, which is in its golden age, did not use its appeal to implement a profit-first market strategy. Instead, it was extremely strict in reviewing game products launched on its game store platform, and set the minimum entry threshold at an astonishing B+ in its introduction strategy, making ensuring the quality of platform content its top priority.

In this way, the game platform supported by LeTV Interactive Entertainment has entered the virtuous circle of the market early. Even the domestic living room game market, which was sentenced to death by many industry insiders, has blossomed and borne fruit under the careful cultivation of LeTV Interactive Entertainment, and even incredibly surpassed video playback in the living room usage scenario. I believe that LeTV Interactive Entertainment will go more smoothly on the road of opening and integrating game platforms in the future.

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.