The way out for Android game consoles: sell them to border areas

In recent years, China's smart TV and Android boxes have developed rapidly. According to incomplete statistics, the stock of smart TVs has reached more than 20 million units, and the stock of Android boxes has reached more than 15 million units. In 2015, TV and box manufacturers are even more ambitious. Some institutions estimate that the annual box sales will be at least 20 million units, and may even hit the goal of 50 million units.

In such a huge group of boxes, there is a special sub-type, that is, "Android game console". After the country lifted the ban on game consoles for more than ten years, many Android game consoles suddenly emerged.

Ouya, the originator of Android game consoles

Compared with Xbox One and PS4, domestic Android consoles are cheaper, and the games in them are free, which is more in line with the psychological demands of Chinese players. Therefore, Android game consoles will definitely have a market in China. Moreover, the output value of TV games in Europe and the United States accounts for 35% of the total output value of games, while in China it is less than 1%, so there is huge market space.

However, the sales of Android game consoles are not satisfactory, and they have not caused a social sensation or been sought after by players. The author checked the "product reviews" of a certain brand of Android game consoles on JD.com and found that the most complained aspect of users was "few games, but better than nothing." It can be seen that performance alone is not enough, and fun content is the key to game consoles.

In the 1980s, the reason why the Famicom and Subor were so popular in China was mainly due to the fun games. These games have become classics and are still popular on Android game consoles. At present, Android game consoles do not have games specially designed to suit the interests of Chinese people, let alone exclusive games, so it is natural that Android game consoles are not selling well.

Games on Android Consoles That People Still Play

In first-tier and second-tier cities, players can play games on XBox One and PS4, and the price of PS4 is less than half of an iPhone 6. Judging from the current software status of Android game consoles, it is difficult for Android game consoles to be competitive. In third-tier, fourth-tier and fifth-tier cities, players can play mobile games, and most players still don’t know what console games are.

Therefore, the problems faced by “Android game consoles” are actually problems with the target group.

Android game console manufacturers, why don't you expand your vision and adjust the target group of your products? In the vast border areas of our country, there are millions of herdsmen who are far away from the city and have inconvenient transportation. Some herdsmen need to ride horses for 8 hours to the village committee. As we all know, they have neither 4G signals nor fixed-line broadband. They are in urgent need of entertainment products that do not require Internet access. High-quality and low-priced game consoles can meet their needs.

If Android game consoles can start from the border areas and follow the route of "border areas-rural areas-fifth tier cities-fourth tier cities-third tier cities", perhaps they can develop a game console path with Chinese characteristics.

(The author is the founder and CEO of the video game developer "Lucky Bird Games")

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.