The Japanese game company China re shot attempts to choke the water deficit

Game business is perhaps the former SONY chairman is China Tian Hong never mind the pain. In November 28, 2003 when the field is hung in Beijing Oriental Plaza, new century theater opened in China version of PS2 red hijab, he never thought a week after SONY PS2 was forced to withdraw from the Yangtze River to the north, leaving only two city to sell, sell channel is only a few stores, apart Aigo, CellStar Telecommunications channels system, the intended users have a refund. He did not understand why SONY's most profitable business will lose money in china.

In fact, in the Chinese market suffered more than The climate does not suit one. is SONY, Nintendo and other giants have had "choked water"; but the Japanese game company did not enter the market China dispel the idea, now the Japanese game company began a new trend.

Final fantasy China

A year and a half after being sent to work in China, Honda, a representative of's ambassador to China, began to sit still. "The development of a big shock, 2000 after only one or two games, a few years on the development of a set of set-top boxes, portable game consoles and other platforms, they use game player resources to expand rapidly, which are not in the United States and Japan, Honda continued to report back to headquarters requirements to implement different strategies in Chinese however, not only the game to sell China.

Nicks, one of Japan's biggest game companies, is famous for the final fantasy series. The company began to focus on Chinese market from 2000, "when suddenly feel the real and profound Chinese reform, the market has become very open, the network also develops very quickly, after the inspection after the company found that apart from the fast development of the market, the market is not mature enough, not fit into production.

"At the beginning of the entry, we are considering the rapid entry, and then consider the various needs." According to Honda, the company began to do research that first did not like other Japanese companies, in order to solve the lack of understanding of language talent, different problems China The climate does not suit one. market, squaresoft chose the partnership with the Taiwan Daewoo cooperation, and changes in the market after a few years of hard work China squaresoft understanding of the market China.

Players in Japan and the United States have a game culture, they attach importance to the content of the game itself, difficulty. The Chinese players do not have the game culture, they pay more attention to the exchange and interaction with other players, Honda began to realize the importance of local development. At present, there are 2 R & D centers in the world, more consideration is to establish a headquarters in China, Japan and the United States R & D center to keep pace with China's R & D base.

In 2004, Honda, a Taiwan based partner Daewoo Corp, split, saying "the two sides disagree on how to develop local products". Would like to develop a larger field of Internet entertainment. After each game as long as the company operation to a good game will be successful, but the situation is facing a change, now demand not only a game, but also do a good community, this will be the future development direction of the market China.

"Squaresoft Chinese will become an internet entertainment company, we put the company in different services around the world are integrated into a cross platform Internet services, including mobile value-added, Blog, SNS and other Internet services, movies and music," Honda said.

Sega Star Community

Enter the Chinese Sega game market can be traced back to the last century in 90s, large-scale games, Sega entertainment, and home games quite Chinese in history, and formed a group of loyal users, then worked in China set up R & D Sega studio, specifically for the PS2 game design and game development, the development of studio "the king of beasts plan" has been listed.

The development of online games in China also hit Sega, which has been trying to enter the market. The first came out of the scandal in 2003, the industry had heard the news of the establishment of the joint venture will be established and Sega, Chen and Sega, President of the company had to visit each other, but then nothing.

Sega China company was founded in August 3, 2004. At that time, the company claimed that the purpose of the establishment of the company is to localize R & D and help Chinese partners to operate the product, so the attention has been focused on its three games and the operation of the three Chinese operators. In fact, the most important mission is Chinese Sega, Sega began supporting China community quietly started from October 2004, the community has been basically completed, will start at the beginning of December.

Sega China said in an interview, Sega's strategy is to rely on the stars to promote the community, to promote the community casual games. Sega China said this strategy on the one hand is the decision of China's national conditions, the network environment in Japan is much different than China, so the company will not launch similar services in japan. On the other hand, out of consideration of the Chinese government policy, we do not want the players to indulge, we provide healthy things, only take up 5 minutes, mainly leisure".

It is understood that Sega site plan step is signed with SONY music, shooting a group of love for the Youth Drama stars such as Lee Hom, and published albums to attract popularity of the original plan, at the same time through the website community launched 4 Sega casual games in December. Sega creative director Suzuki Yuso said,