Every reporter Xu Lianlian Every editor Du Yi Zhao Yun
The much-watched National Bank Switch has finally revealed the mystery.
At the press conference on December 4, it was officially announced that the Bank of China NintendoSwitch will be officially released on December 10, priced at 2099 yuan, and three games will be released for the first time.
NintendoSwitch has been on the market for two years. The latest financial report shows that the global sales volume has exceeded 40 million units. As an international console giant, this is another important attempt for Nintendo to enter the Chinese market. However, given the complexity of the Chinese console market, can Nintendo join forces with Tencent this time to make the long-silent console market "boiling"?
Picture source: Daily reporter Xu Lianlian photo
"Teng Ren" teamed up with the National Bank Switch player: The price is really fragrant, but the content
It is understood that the Bank of China Switch is a battery life enhanced version, and pre-installed the "New Super Mario Bros U Deluxe Edition" trial version, which will be available on JD.com and Tmall official flagship stores from 12 noon on December 4 Sale. Tencent also stated that the introduction of NintendoSwitchLite is in preparation. The Daily Economic News (WeChat ID: nbdnews) reporter noted that as of press time, the number of reservations for Jingdong flagship store is about 70,000.
intercepted from Jingdong APP
The biggest advantage of the National Bank version may be the localization service. It is understood that through the localized network service established by Tencent, the National Bank Switch can enhance the user's gaming experience. At the same time, with the support of Nintendo, Tencent optimized the "Nintendoe Store" built into NintendoSwitch, and users can purchase games through WeChat Pay.
In terms of after-sales service, with Nintendo’s technical support, the National Bank version of NintendoSwitch console can get the one-year official warranty service provided by Tencent, and Nintendo’s rich official peripheral products will also enjoy the corresponding three packs of services. Tencent will also set up offline purchase channels and user exchange centers. At the
conference, the three first games are Mario related games including "New Super Mario Brothers U Deluxe Edition", "Mario Kart 8 Deluxe Edition" and "Super Mario Odyssey". Many fans lamented, "Unfortunately there is no Zelda ("The Legend of Zelda: Breath of the Wild")."
The top 4 sales on Switch Games (picture source: intercepted from Nintendo’s official website)
A senior console game player told the Daily Economic News (WeChat ID: nbdnews) reporter that the price of the National Bank’s Switch hardware and games is competitive with the international ratio. However, players who already have a Switch may no longer consider starting the National Bank version, and more for users who have not yet owned a game console. Many players told reporters that the hardware is still second, mainly whether the National Bank Switch games are enough to attract players and attract new players, mainly the game content.
Picture source: Every reporter Xu Lianlian photo
For National Bank Switch, both hardware and software are indispensable. Regarding the content of future games, the official said that Tencent and Nintendo’s efforts are to have 10-20 high-quality games into the National Bank’s NintendoSwitch game lineup in 2020. In the future, it will be based on console sales and game release nodes. , Carry out the planning of the console and game limited edition.
Nintendo’s Chinese Feelings
In April this year, Tencent and Nintendo officially announced their cooperation. In August, Tencent officially announced that it will be acting as an agent for the issuance and operation of NintendoSwitch in China. In August, Nintendo also participated in 2019 ChinaJoy with Tencent. This is the first time Nintendo has participated in ChinaJoy in more than ten years.
Nintendo attaches great importance to the Chinese market. Over the years, it has tried several times to enter, but repeatedly hit a wall.
In 2003, Nintendo officially entered the Chinese mainland market for the first time, and changed its Nintendo64 game console to a Chinese-supported "Shen You Ji", but the sales volume was too low and it quickly withdrew from the market.
In 2005, Nintendo made its second attempt. At that time, Nintendo's dual-screen handheld console NintendoDS was popular in Japan. Nintendo also wanted to take advantage of the momentum to enter the Chinese mainland market, but it encountered the rise of free mobile games without success.
Some industry analysts concluded that Nintendo’s first two breaks in the Chinese market were mainly due to high pricing, piracy and insufficient partners.
According to Nintendo’s latest financial report, in the three months from July to September, approximately 4.8 million Switches were sold, a year-on-year increase of 50%. At present, global Switch sales are close to 42 million units. Wedbush Securities analyst Michael Pachter believes that the annual sales of Switch can reach 20 million units in the next three years, and it is not difficult for the cumulative sales to reach 100 million. If Nintendo and Tencent progress smoothly in the Chinese market this time, they will undoubtedly add another boost to sales.
intercepted from Nintendo’s official website
Tencent Group Senior Vice President Ma Xiaoyi said at the press conference, “In addition to bringing new games to Chinese users In addition to the experience, we also hope that we can introduce Nintendo’s game concept into China’s game industry and jointly promote the development and prosperity of China’s console game ecology.”
The Chinese console market has been developing slowly because of the well-known “game console ban”. . According to the "2018 China Game Industry Report" released by Gamma Data, the market share of home console games (ie console games) is 0.5%, and stand-alone games are 0.1%, and there is a downward trend.
In early 2014, the game console ban was lifted, and Microsoft and Sony entered the Chinese market one after another. Sony’s financial report for the second quarter of 2019 showed that as the PlayStation 4 sold 2.8 million units in the second fiscal quarter, the total shipments of this game console reached 102.8 million units, surpassing the cumulative sales of the original PlayStation. Not long ago, Sony also officially announced the next-generation game console PlayStation5. Sony lowered its PlayStation4 sales forecast for this fiscal year to 13.5 million units, a decrease of 1.5 million units from the original.
"Chinese game users are more accustomed to online and mobile gamesHow to play, whether the console market can make new progress due to the combination of these two giants is still unknown. "A person in the game industry commented.
(Cover image source: Photograph.com)
(Original title: National Bank Switch is here, priced at 2099! Nintendo can get through China this time Is it?)
(Editor in charge: Wang Fengzhi_NT2541)
