![]() Conviviality and experience of users should be analyzed carefully in China, but most of all game platform service must focus on the service they provide to independent stores for after sales service and support for the utilisation of the product. By becoming the main platform for China, developers will be entangled to pass through the service before launching a new game representing a great source of income to the platform. This desire to capture a large market share in China comes from the idea that a successful launch in the console market could bring more Chinese buyers to pick up the company’s phones, tablets and software, at the same time and would enable to build a lucrative ecosystem in the most populous country on Earth at a long-term. Microsoft, Sony, Nintendo, Huawei, Android and the local companies ZTE corp., The9 Ltd and TCL will all be entering and position themselves over the same market. ![]() Video game console market in China will result from the huge confrontation of the world’s most successful console multinational and local companies. A lucrative market for console games in China At a longer term, the Chinese electronics makers TCL will be launching their own video game console too. Its price will be about the same as Android’s. Huawei recently presented its new console, called the ‘ Tron”, that is scheduled to be released during the summer. The Android console and a controller will have a price advantage since it is half the one of the Xbox One and the upcoming PlayStation 4. Android and Huawei will be sharing the market too. are planning to release a Chinese gaming micro-console called “ FunBox”. A joint venture between ZTE, a Chinese telecommunication equipment supplier and a Chinese video game company The9 Ltd. However foreign companies aren’t the only companies with ambitious plans. The CEO of Nintendo declared, “We want to make new things, with new thinking rather than a cheaper version of what we currently have, the product and price balance must be made from scratch.” ![]() Regulations are currently being analysed closely to a probable release of “ iQue player”. Nintendo opted for a more targeted approach towards China new devices more adapted to the emerging market will be developed during this year to make a noticeable entry. Two joint ventures were formed with Shanghai Oriental Pearl in order to focus on console hardware and on software separately and are preparing to sell PlayStation 4 video game in China. The Japanese company, Sony also joined the market, competing directly. The new Xbox One was released in 37 Chinese cities and 4,000 retail sites last year in China. Microsoft formed a joint venture with the Chinese company BesTV investing $237 million ends of 2013. The three major console manufacturers Microsoft, Sony, and Nintendo announced plans reflecting their heavy interest in entering the Chinese market. Video games multinationals leaders have grabbed the opportunity revealing different strategies to pierce the large and diversified Chinese market. Console game in China facing a new market dynamic While most local companies are focusing on developing mobile video games, some others are still making sure they are ready to compete. Since 2014 regulations have been cut down offering the possibility, for foreign companies to produce and sell video game consoles and games in China under the condition of passing the Chinese content review process of the administration and foreign companies are required to partner with a Chinese company operating in the foreign-trade zone. Until last year, video game consoles and games were banned from entering the Chinese market. In 2017, the scale of the market is expected to reach US$4.84 billion. China is predicted to overtake the US to become the world’s biggest video game market next year. The expansion is essentially attributed to the development of the Asian markets coupled with the rising mobile market. Annual growth is taking place at the high-speed of +8.1%. Over the next three years, the international games market will pass US$100 billion, and is expected to be reaching US$102.9 billion in 2017 according to some reports.
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