With the notice from the Ministry of Culture for the previous two days, the production and sale of domestic game consoles that were banned for 15 years have finally been lifted completely. However, the pattern of the console game market and the player's habits are no longer comparable.
On July 24, the Ministry of Culture's notice on allowing domestic and foreign-funded enterprises to engage in the production and sale of game amusement equipment (hereinafter referred to as notice) was introduced to encourage enterprises to develop, produce, and sell healthy game entertainment equipment. This was after the Shanghai Free Trade Zone opened a "gap" for the domestic game console market, and the regulators for the first time opened the ban to the national market.
Since the Order No. 44 of the State Council in 2000, the production, sales, and import of domestic game machines have been completely banned. In the past decade or more, domestic players can only come up with the shoddy underground production, knock-offs with obvious plagiarism, or “smuggled goods†brought in from Hong Kong, Japan, and other places in China; foreign markets are different. A prosperous scene, such as Sony, Microsoft and other companies are competing to bring host games into a global era.
According to Xue Yongfeng, an analyst at Analysys International, the notice only opened up the market, but the host game enthusiasm in China was far from being inspired. Player education, content approval, mobile terminal and PC game distribution, etc., gave the domestic host game market Development has imposed obstacles.
Lost 15 years
In June 2000, the General Office of the State Council forwarded opinions from the Ministry of Culture and other 7 departments on the special management of video game business sites, and began to work on the governance of the domestic game console market. In this opinion, it was stipulated that "since the publication of this opinion, the production and sale of electronic game equipment and its parts and accessories for the domestic market will stop. Any enterprise or individual may no longer engage in domestic-oriented electronic game equipment and its parts and accessories. The production and sales activities were "At that time, the game consoles were regarded by regulators and public opinion as having a role in adolescents' healthy growth.
Since then, Chinese players' demand for console games has begun to enter a 15-year "compression period."
The domestic market was banned from selling, and some "fans" were targeted at "parallel imports." A host game veteran, Xiao Yu, recalls to the First Financial Daily reporter that he was playing a console game in a street game hall in high school. At that time, the two most popular players were Saturn and PS (PlayStation). Popular games are the King of Fighters 97 and live football, put CDs, and play TV sets. He will spend 3 yuan to hold the handle in the game hall for an hour. "When the average family bought a game console, it was still extravagant."
After going to university, he bought a parallel PS2 around 2004, when many players bought parallel goods from distributors like him, or directly brought in from Hong Kong, China, Japan, etc. The whole host market was in a gray area. Because he couldn't start playing a few hundred yuan of genuine game discs, he chose to crack the original host so that he could buy a few yuan of pirated discs.
At the same time, some factories in Shenzhen secretly produce some copycats that have obvious imitating colors, and wipe the ball into the hands of domestic players through various methods. However, these so-called mainframes cannot read the genuine game boards available on the market, and can only play some low-quality copycat games that have been configured by the manufacturers.
"Using the current version of the console game and wanting to play pirated disks is almost impossible." Yu Xiaoyu said to the reporter, and some online games must require genuine networking to interact with other players. Game awareness is slowly being cultivated.
In the period when the domestic console game market was flooded with parallel imports and cottage machines, on the one hand, foreign host companies such as Sony, Nintendo, and Microsoft are rapidly leaping through the machines of their own brands. The increase in game richness has also made host games experience a golden age. On the other hand, the rise of PC games has fostered a large number of loyal players in the country, and the opportunity left to the host market has become very slim.
The ban is fully liberalized
"I will support the BNM (game consoles) out of the complex, but I still like the parallel imports because the server is not restricted." An industry person who once worked in the console game industry told the First Financial Daily reporter anonymously. Say. In his eyes, the benefit of letting the ban go is that the BNM has a two-year warranty.
According to the notice issued on July 24, the Ministry of Culture has started on June 30 this year and will try to allow domestic and foreign-funded enterprises to engage in the production and sale of game amusement equipments in the Shanghai Free Trade Zone half a year ago, after review by the cultural department. The experience of reform pilots for domestic market sales has been promoted nationwide. In other words, the ban on the production and sale of game consoles has been fully liberalized.
In January of this year, the State Council issued a circular on promoting the experience of replicating reform pilots in the China (Shanghai) Pilot Free Trade Zone. Among them, the open sector of the service industry includes "allowing domestic and foreign-funded enterprises to engage in the production and sales of game entertainment equipment." Subsequently, the international host giants such as the PS4 and XboxOne, which had been buzzing with the wind, quickly entered the Chinese market by jointly registering game companies with the Chinese company in the Shanghai Free Trade Zone.
The introduction of new notifications has made these game consoles more justified.
The notification explained that game entertainment equipment refers to electronic and mechanical devices that provide game content and game processes to consumers through special equipment, including electronic game machines used in business premises, electronic game machines used in conjunction with television receiver devices, and handheld devices. Electronic games and the like do not include game play equipment for export sales. The common handheld game consoles, mainframes that connect TV screens, etc., all fall into this category. In the memory of Chinese players, this type of game machine can be traced back to the 8 "red and white machines" in the 1980s.
In terms of content, provincial-level cultural and administrative departments are responsible for reviewing the content of game consoles. The notice requires that the game production and sales enterprises should establish a content self-examination system, and submit the annual report of the previous year to the provincial-level cultural administration department every year, in which the sales volume has to be reported.
Construction of game content is a long way to go
The announcement issued on the 24th clarified the policy direction of the game consoles, that is, encouraging and supporting enterprises to develop, produce, and sell educational, educational, physical, and fitness games with independent intellectual property rights, national spirit, and healthy content. equipment. Game entertainment equipment with gambling functions such as refunding coins, retired points, and retreating steel balls is prohibited from production and sales.
In fact, players value games or services more than hosts. Like the anonymous industry insiders who like to play parallel editions, the reason he chose parallel imports is to log in to foreign servers, including some free or discounted game downloads, and some games that use information files and patches on the server. The national version of the "locking service" host computer cannot usually log in to these foreign servers and naturally cannot enjoy these value-added services. In his opinion, the State Bank version can provide warranty service in the country, which is a good player.
At present, domestic game manufacturers are not yet capable of producing high-quality console games. Popular host games around players are mostly developed by foreign service providers, while foreign games entering China require a relatively long approval cycle, which is for domestic players. One of the factors that compares headaches.
Analyst Xue Yongfeng, an analyst at Analysys International, said in an interview with the First Financial Daily reporter that at present, the domestic supervisory authority's approval mechanism for foreign console games is a one-to-one examination and approval, with a long period of up to several months to six months. A piece of information on World of Warcraft was reviewed for four months. The foreign market adopts a grading system, which is similar to the film grading system. Generally, the general game can pass through after grading. "In the short-term, the grading system cannot be established in the country." However, he believes that the ban on letting go is good for the Chinese console game market in the long run.
Both the Sony PS4 and Microsoft XboxOne, which have already entered China, have not disclosed sales figures in the Chinese market. According to a number of game industry players and analysts, sales are currently not good. In addition to the increase in the richness of game content selection, the domestic players' habits and stickiness of console games also need to be enhanced. In the face of the diversion of PC and mobile games, console games are not considered "just-needed" by players.
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