The user base has grown by 188% in three months. Here are the secrets of LeTV's success in TV games

"The TV game market has unlimited potential, but not all terminal manufacturers can strike it rich. Hardware configuration, operations, content, and even the quality of practitioners all affect the development of this industry. If you want to gain user recognition, it is not as simple as just being able to play the game." Industry insiders analyzed the TV game market.

But there are always people who are thriving in areas that others are not good at, such as LeTV. Official data shows that gaming applications account for 35% of LeTV Super TV's TOP100 applications, becoming an important application scenario for Super TV users. The monthly ARPPU value of gaming users is 137.3 yuan, the payment rate has increased by 57% quarter-on-quarter, and ARPU has increased by 100% quarter-on-quarter.

More importantly, the number of LeTV's deeply active large-screen game users is rising rapidly, with an average quarterly growth of 32%. In the first quarter of 2016, the number of deeply active users increased by 193% year-on-year. Overall, the number of large-screen game users increased by 188% in three months.

In this regard, Yu Gang, head of the TV version of LeTV Game Center, believes that just as all of LeTV's businesses and products strongly emphasize the ecological model, the reason why the rise of large-screen games can be led by LeTV is that LeTV does not only focus on one link in the development, but strives to cover all aspects from hardware to software, from development to experience, and ultimately enables a new situation of large-screen games to open up on super TVs.

Providing the most suitable soil for large-screen games

Just as PC game players always pay special attention to the updates and iterations of graphics cards, CPUs and other components, the importance of hardware games is self-evident. In the field of smart TVs, LeTV has always emphasized extreme performance and is at the forefront of the industry.

Especially with the advent of the fourth-generation Super TV, 3GB of RAM and the flagship-level Mstar6A938 processor have become the "minimum standard" of the product line. Compared with other manufacturers who are still launching products with 1GB of memory as new products, LeTV Super TV is undoubtedly more in line with the needs of large-screen games.

However, improving hardware specifications and standards can only make the soil for the growth of large-screen games "fertile". How to effectively increase the "area" of this soil is also the innovative point of LeTV's "disruptive" approach.

Since the launch of Super TV, LeTV has been priced according to hardware cost, then at a loss for hardware, and then free of charge, eventually making it likely to become the fastest growing TV brand in history with an annual growth rate of 100% for three consecutive years. In 2015, sales reached 3 million units, and the target for 2016 is set at 6 million units, indicating that the basic hardware terminals needed for large-screen games have entered more households.

Strong content "breaks the game" and builds the first large-screen game platform

Frankly speaking, before LeTV made its efforts, the momentum of large-screen games had been lukewarm. One of the important reasons was that the game content was not strong enough and it was difficult to generate sufficient appeal to players and users. This was not only a difficult challenge faced by the industry, but also created an opportunity for LeTV to change.

From the perspective of upstream developers, LeTV has currently cooperated with 95% of China's large-screen game manufacturers, adopting a zero-commission strategy for games and applications connected to the LeTV ecosystem, and returning 100% of the profits to developers. In particular, LeTV Interactive Entertainment, the most critical link in the middle, relies on application stores and game centers that connect to multiple terminals and platforms such as super TVs, super phones, and VR. On the basis of the original application distribution and game joint operations, it builds an ecological chain that integrates distribution, issuance, IP incubation and investment, game derivative accessories, and innovation, allowing the ecological development concept to be further extended in the field of large-screen games.

Regarding LeTV's "breakthrough", Yu Gang emphasized that, as Yang Yongqiang, vice president of LeTV Holdings and head of LeTV Interactive Entertainment, said, relying on powerful smart terminals, open smart systems, mature operation teams and perfect operation channels, LeTV Super TV has become an ecological-level large-screen gaming platform. The result is naturally that more high-quality content will continue to emerge on the big screens of LeTV users.

Following the launch of the first large-screen fighting online game "King of Brawl TV Edition" and China's first independent IP arcade fighting game "Red Sparrow 2" on Super TV, South Korea's first FPS shooting e-sports game "Black Squad" also officially signed a contract with LeTV Interactive Entertainment on June 1, and the APRG game "Assassin's Creed: Origins" with top IP elements will be exclusively released on Super TV in Q3 2016. In the next two years, Ubisoft, a global gaming giant, will have at least 3 games exclusively released on the LeTV Super TV platform every year, which was unimaginable in the previous large-screen gaming environment.

Open up the interactive joints and establish the third pole of gaming experience

As we all know, the gaming world has been firmly dominated by the two major camps of PC and console. When it comes to television, in addition to hardware performance and content quality, interaction is a major problem that hinders the development of TV games. This is also a problem that LeTV is working hard to solve in large-screen games.

In order to open up the interactive links of large-screen games, LeTV focused on physical sensation.

Last year, "Super Gun King", which used motion-sensing gun peripherals as an interactive means, became a "hot-selling" content on LeTV Super TV. This year, the emergence of "Black Squad" has once again given LeTV a new stage for "shooting".

Yu Gang revealed at the signing ceremony of "Black Squad" that using a motion-sensing gun to simulate actual game scenes is the most ideal form of interaction in a living room environment, with a stronger sense of immersion. LeTV is constantly looking for heavier large-screen games to make, and the performance of the Super Gun King is constantly improving. It has even launched a motion-sensing pistol, providing users with more diverse choices.

In addition, the emergence of the highly interactive 3D summoning action game "Infinite Fantasy" has triggered another starting point for LeTV to explore large-screen game interaction. The new TTL smart toys mean Toys To Life, which connects game characters with reality. It can be said that it has the same original intention and idea as "equipping guns" for shooting game users.

In addition to the mouse, keyboard and game controller that players are familiar with, LeTV is also trying to explore a third way of experiencing the entire gaming world on the road to solving the problem of large-screen game interaction.

Therefore, at the most basic hardware level, Super TV has powerful performance support and connects users with the content of the device. Super TV constitutes an ideal output port for gaming CP. Finally, in terms of interactive operation, what matches Super TV is an experience form that deeply fits the living room scene.

The number of LeTV's large-screen game users has increased by 188% in three months. From this point of view, it is estimated that most people will hold the same view as Yu Gang. In the face of the domestic TV game environment that urgently needs to be explored, this is by no means a coincidence.

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.