由 jpichiban 任天堂的Switch和索尼的PS5在中国市场销量不佳。原因是这两款游戏主机在中国上市后，获批的游戏软件数量很少，仅占游戏总量的1%。中国游戏市场规模巨大，达到3030亿元，日本企业面临着监管壁垒和本土游戏竞争的双重压力。
中国政府对游戏内容严格审查，导致许多日本游戏无法获得审批，例如《塞尔达传说》。此外，中国移动游戏市场规模巨大，手机游戏更受欢迎。虽然日本企业仍在努力推广其游戏主机，但短期内难以取得显著进展。
Original Title: 日本游戏机在中国陷入苦战
Summary: Nintendo’s Switch and Sony’s PlayStation 5 are struggling in the Chinese market. The reason is that in the few years since the two game consoles were launched, only about 70 games have been approved by the relevant Chinese authorities, accounting for only 1% of the total number of games. China’s game market is as large as 303 billion yuan, and how to tap into demand in the face of regulatory barriers is a major challenge for Japanese companies.
Chinese consumers are increasingly embracing domestic games, finding them more engaging than Japanese games, which they perceive as lacking depth. Sony Interactive Entertainment, which established a local entity in China in 2014, has launched PS4 in 2015 and PS5 in 2021. Nintendo partnered with Tencent in 2019 to launch the Switch in China. Despite their ambitions to expand sales in China, neither company has achieved the anticipated growth.
The approval process for new games poses a significant hurdle for Japanese companies. According to data released by China’s National Press and Publication Administration, only about 30 imported games and 20 locally developed games have been approved for Switch. Similarly, only 10 imported and 8 locally developed games have been approved for PS5.
China’s stringent content review system, implemented to prevent negative social impacts, prohibits games with violent or politically sensitive content. Notably, The Legend of Zelda, a flagship Switch game, has not been released in China due to concerns over the depiction of skeletons, which were deemed inappropriate.
Senior analyst Hideki Yasuda of Toyo Securities notes that the returns for Japanese companies are relatively small compared to the costs incurred in applying for government approvals, making China’s game market less attractive.
While China’s game market is thriving, reaching a staggering 303 billion yuan in 2023, game consoles like Switch and PS5 account for a mere 1% of total sales. The Chinese government’s increased regulation of online gaming for minors has led to market fluctuations, but the overall market is recovering. Mobile games, however, dominate the market, generating approximately 226.9 billion yuan in revenue in 2023.
Nintendo attributes the lackluster sales of Switch in China to various uncertainties, acknowledging the difficulty in achieving significant sales in the short term. Tencent’s popular mobile game, Honor of Kings, a multiplayer online battle arena (MOBA) game, boasts a vast user base, demonstrating the popularity of mobile games in China. The convenience and social aspects of mobile gaming contribute to its widespread appeal.
Despite the challenges, Japanese companies remain committed to the Chinese market. Newzoo, a Dutch research firm, estimates that the global gaming market reached $183.9 billion in 2023, with the Asia Pacific region accounting for 46%. China holds a significant portion of this market.
While Switch and PS5 have achieved global success, their presence in China remains modest, highlighting the need for persistent efforts to enhance their visibility in the market.
Original article: http://cn.nikkei.com/industry/itelectric-appliance/56335-2024-08-22-05-00-00.html?print=1