The TV industry is moving towards segmentation: games become the biggest active variable
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Since the development of China's television industry, especially with the rise of smart TVs, new concepts such as 4K, Internet TV, and OLED TV have emerged in an endless stream. The trends of verticalization and Internetization have become increasingly obvious, and the situation where traditional TV dominated the market is gone forever. While major TV companies are immersed in the fierce competition in the red ocean of 4K, Internet TV, and OLED TV, many TV companies have opened up new niche areas. For example, TCL has set its sights on the most profitable and popular gaming TV market, and has successively launched a number of gaming TVs, which has also brought a lot of confusion and imagination to the future prospects of the Chinese TV market. For the gaming industry, compared with smartphones, tablets, and PCs, large screens, high resolutions, high configurations, and excellent sound effects are undoubtedly the best carriers, which can better reflect the playability and performance of a game, and allow large-scale interactive games that could previously only be experienced in arcades to be seamlessly connected to televisions in thousands of households. For the television industry, games are also one of the best content services, with strong user stickiness and willingness to pay far exceeding cable TV and OTT fees. They also effectively increase the power-on rate, but have higher requirements for the hardware configuration of the TV, such as processors, memory, chips, etc. In this way, the combination of games and television is a perfect match, especially with the continuous rise of smart TVs, the gradual decline of the traditional handheld game console market, and the rise of mobile games. It is a general trend for TV manufacturers to embrace the gaming industry. From the "Famicom" and "Subor" to the handheld game consoles of Microsoft, Sony, and Nintendo, television has always been the main display screen for game consoles, which also makes smart TVs that focus on games full of imagination. New opportunities for the gaming industry The gaming industry has been popular in China for more than 20 years. From the earliest Famicom, handheld game consoles, stand-alone games, to PC games, web games, mobile games, and today's TV games, games have always been the absolute king for Chinese digital users and the main money-maker for China's Internet industry. At the beginning of this year, the Chinese government lifted the 13-year ban on the game console market, which is expected to unlock the nearly 100 billion game market desire. Game manufacturers will usher in a new explosive growth. It is also a good opportunity for the development of television companies, one of the "most important strategic partners" of game manufacturers. Seizing the favorable policies for the game industry will become a new market opportunity for major TV manufacturers. It was found that TCL has frequently made moves in the TV market segment. It not only launched gaming TVs with ATET, but also launched Internet TV TV+ with Baidu's iQiyi website, and jointly launched children's eye-protection TV products with Disney. It can be said to be a leader in the vertical field. With the rapid rise of the post-80s and post-90s, they need large-screen terminals in their living rooms that are better looking, more fun and easier to use. TCL hopes to achieve entertainment transformation with the help of new concepts such as games and the Internet, and gain a firm foothold in users' living rooms again. Gaming TVs will help TCL's 2014 entertainment strategy to be quickly implemented. With the continuous advancement of the gaming TV market, the gaming industry will also benefit. In addition to the traditional handheld market, mobile games, web games, and PC games will also usher in new opportunities. Based on TCL's annual shipments of around 15 million units, the TV gaming industry will become the next blue ocean. New Direction of Television Industry Nowadays, major TV companies are fighting fiercely in the new concepts of 4K, Internet TV, and OLED, and have not paid much attention to the gaming industry. Although some companies are also trying out TV games, they regard them as an additional function rather than a theme game. The entire industry is facing the embarrassment of a lack of successors, which is a great pity. It was found that there is no shortage of large-scale games on current smart TVs, such as "Angry Birds" and other popular small games around the world. However, the control experience of traditional TV games is quite poor and still requires a remote control, which is a far cry from the smooth touch screen experience of smartphones and tablets. As a result, the market for the largest-screen smart TVs has been tepid for a long time. Hao Yi, general manager of TCL Multimedia, said that in the process of corporate transformation, TCL has adopted the industry-leading ecosystem model, integrating the industry's top resources to jointly create the best products, such as launching gaming TVs to take the lead in building a TV gaming ecosystem, which will bring new gaming TVs and smart gaming consoles. He believes that the competition in the home entertainment industry on TV screens is an indisputable fact, which is also the biggest trend since 2014. TCL's first move into gaming TVs will bring a demonstration effect to the entire industry. The concept of gaming will become one of the most active and important variables in China's TV industry, and China's gaming industry will also usher in the era of TV screens. For the majority of game players, a cooler, smoother, and larger-screen gaming TV will undoubtedly bring a cooler visual enjoyment, bringing the cool gaming experience of the arcade home, getting rid of the original restrictions of PCs, tablets, and mobile phones, and the rules of the entire gaming industry will become more humane. (End) 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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