Under the rapid development of the mainland game industry, game consoles, monitors and other products have shown a rapid growth trend, and the public data of the Game Working Committee of the China Audio and Digital Association shows that the scale of Chinese game users will reach 666 million in 2021. In the era of entertainment diversification, game users have a stronger demand for a sense of presence and immersive experience. Driven by the needs of differentiated users, color TV companies closely follow market opportunities, and in the spring of 2022, new products will focus on the layout of game TV tracks, and add "play" functions on the basis of traditional TV "watching".
According to the total data of Aowei Cloud Network (AVC) omni-channel push, in 2021, there are 26 brand layout gaming TVs with 120Hz and above refresh rate in China's color TV market, with retail sales accounting for 5.3%, an increase of 3.4 percentage points over 2020; from January to February 2022, the retail sales of game TVs accounted for 8.5%, an increase of 5.1 percentage points over the same period in 2021. Gaming TV has become one of the important market segments with its potential consumer professionalism, recognition of technological innovation and clear needs for upgrading.
The trend of retail sales of gaming TV in China's color TV market
Data source: Aowei Cloud Network (AVC) omni-channel push total data
(Note: Gaming TV is defined as a refresh rate product of 120Hz and above)
What are the upgrades of gaming TV to increase market growth? It is mainly reflected in the following three aspects:
First, product upgrades
In order to meet the game needs of players, to achieve the goal of low input delay, short response time and high screen refresh rate, the new model in the refresh rate, memory, storage, resolution, color gamut, color accuracy and other aspects of comprehensive upgrade, with low input delay mode to reduce the error between the screen reaction and operation, with motion compensation technology to solve the high-speed motion screen generated by jitter, smearing and ghosting and other issues, The HDMI2.1 interface improves the data transmission speed of the interface, and with the blessing of AI intelligence, it can also meet the needs of video entertainment and smart TV in addition to the needs of games. Product-centric, each brand focuses on high hardware performance and new entertainment experiences, giving TVs a new growth point.
Second, experience upgrade
From the player's point of view, the game TV needs to take the game experience as the first function, the current continental console game is in the development stage, with tens of millions of users, color TV brands in order to seize the potential consumer group, the high screen refresh rate (120Hz and above) as the standard of the game TV, can present a smoother and smoother game screen display effect for players; and in the improvement of operation accuracy, reduce screen latency, caton, tearing on the basis of the basis of 4K and above ultra-high definition picture quality, immersive sound quality and other functions, To bring consumers a quality experience of having a high-end TV with a gaming TV.
3. Content upgrade
Game TV not only needs to provide a large-screen display for host games, but more importantly, to provide rich game content on the TV platform, the new model with the blessing of large memory, players can directly install a variety of game software on the TV network, and with the continuous advancement of cloud game technology, a number of brand manufacturers and mainstream cloud game platforms to strengthen cooperation, to build a large-screen game ecology, the game runs on the server side, the TV as a carrier, get rid of the shackles of hardware, reduce the entertainment costs of game enthusiasts, The breadth and depth that combines TV and gaming are more possible. The upgrade of the content of game TV can not only create the unique characteristics of game TV, but also make the game application scenarios in the living room have richer meanings in the future.
The advantages of TV as a large-screen HD display are irreplaceable, but at the same time, as a long-term replacement of new products, different from the open architecture of the PC side that can be configured and updated according to the needs, the hardware configuration and technical functions of the game TV in line with the future development trend of the game are one of the important factors to win the market. Color TV companies not only need to meet the long-term needs of users in terms of product functional characteristics, but also need to strengthen the differences in living room large-screen applications in market promotion and user education guidance.
Nowadays, the TV operating rate is declining year by year, and the concept of "game TV" has made the homogenized color TV market open up a new product line in the traditional technical route, and the active layout of mainstream TV brands has given TV a new incremental market. With the continuous popularization of game TV, how to establish product reputation, provide better game content, avoid game TV into the homogenization trap, and make breakthroughs in more subdivision scenarios, technological innovation, additional functions, etc., is the key to the sustained high-quality development of the color TV industry.