LeEco Zhixin President Liang Jun: We will work with TCL to create TV games

On December 14, the rumored cooperation between LeEco and TCL was finally confirmed: LeEco Zhixin, a subsidiary of LeEco, will purchase 348.85 million shares of TCL Multimedia at HK$6.5 per share, with a total price of HK$2.268 billion. After the transaction is completed, LeEco will become the second largest shareholder of TCL Multimedia with a 20% stake, and will have two board seats on its Hong Kong board of directors.

After the cooperation between the two parties, the future business focus has become a topic of concern to the outside world. Since this year, LeTV has continued to make efforts in TV games, and its user activity rate and payment rate are both at the forefront of the industry. TCL also revealed that it will also focus on the TV game business in overall product operations next year.

Regarding the future layout and cooperation focus of the two parties in TV games, Liang Jun, senior vice president of LeTV Holdings and president of LeTV Zhixin, gave a specific answer in an interview.

TV game business goes global

Under the macroeconomic background, the domestic TV industry has also been affected to a certain extent this year. Sales decline, corporate losses, and transformation pains are like swords piercing TV terminal manufacturers. The user value competition of Internet TV will become the mainstream of the industry. Video consumption, TV games, online education and other soft services have become the objects of competition among various companies. The industry has gradually shifted from hardware profits to content service profits. Data shows that in addition to basic video services, TV games are becoming more and more valued by TV terminal manufacturers.

Liang Jun said, "In the future, LeTV will work with TCL to promote the development of TV games. LeTV and TCL are in agreement on jointly promoting the development of the game business. LeTV believes that the potential of this round of home entertainment market is huge."

"We have talked about games for a long time before, but in 2016, we will push LeTV into the TV game market at the right time and on a truly global scale. We will no longer just treat games as an additional function of TV, but games will be another very important function on TV after video." Liang Jun told reporters, "We will reshape TV games not only in China, but also globally by entering the game market in a very high-profile and accurate manner."

Correction of the View on Smart TV Games

At present, there are many doubts about running games on smart TVs running the Android system. Some people believe that it is difficult to compete with traditional home game consoles and can only meet users' needs for casual games. This situation is also what the current game CP is trying hard to change.

Judging from the information revealed by Liang Jun, LeTV is determined to push its TV gaming business into the global market in 2016, using the powerful performance of super TVs to compete with traditional game consoles.

"From a global perspective, home games have always existed in markets outside of China, and they are very large. Both Sony and Microsoft have made very good achievements here. Our philosophy is to integrate these devices with TVs. I believe that next year there will be super TVs with performance close to that of PS3. In the future, the industry's perception of Android games will change. In the future, TV games will not only be about casual games and somatosensory games, but also heavy games." Liang Jun revealed.

Liang Jun believes that China's TV game market has been relatively quiet over the past decade, but with the relaxation of policies, "once the gap is opened, breakthroughs will be very fast. We are waiting for the spring of TV games to come. A real game is one that allows users to play well and allows game CPs to make money."

Data from the "2015 China Game Industry Report" shows that the actual sales revenue of China's TV game market reached 220 million yuan in 2015. Compared with other game platforms, although it is still in the exploratory stage, its potential is already evident. The tens of millions of high-performance smart TVs in sellers' living rooms are the basis for its success.

In addition, according to Liang Jun, LeEco also plans to acquire game studios around the world in the future. "In the future, LeEco will not only acquire these few games. We are preparing a seminar on the game industry and will have a deeper discussion with TCL after the meeting."

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.