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One week after Microsoft announced the news of box games, all 100 box game stores around the world went online, of which 60 were in the U.S. and 40 were in various countries around the world.

It is worth mentioning that China has no family. I don’t know if China feels that the Chinese market has no value or has been deeply hurt by China. They believe that they have any advantage in China. It is impossible to defeat Great- Thousand’s.

It must be admitted that this is very clever, I really can’t beat it.

With the opening of the box game store, curious players flocked to the directly-operated stores, wanting to see what is sold in this new store.

As a result, all players are very surprised that in Microsoft’s box game store, in addition to the games under the various game companies directly under Great-Thousand games, almost all game companies’ products can be found in the box game store. Buy it inside.

Therefore, the products in the box game store are also very rich, and the situation that many people imagine that the number of games is insufficient, it seems that it has not appeared at all.

At the same time, all Nintendo products in the Steam Game Store were immediately removed from the shelves. After that, Ubisoft also announced that it was acquired by Box Games and all its games were withdrawn from the Steam Game Store.

Followed by Bandai Namco, Square, Konami, Vidiwang and other large game companies, successively announced that all games will be withdrawn from the Steam Game Store.

These companies were all directly acquired by Box Games.

For a while, players were surprised to find that the steam game store seemed to have collapsed in half. Many famous game IPs have since disappeared in the steam game store, and they can only be bought in the box game store. To.

Of course, this is a decision only made by a game company that is acquired by Microsoft or control of the board of directors. Otherwise, normal game companies will choose to put their games on both game stores at the same time, as long as the platform Fang does not force the game company to choose one of the two. The game company is absolutely impossible to choose one of the two. I want it all to be king.

In this regard, Great-Thousand doesn’t seem to have any countermeasures, but rather simply let these game companies leave without any obstacles. The countermeasures are quite Buddhist.

The box game on the other side is quite different. On the first day of opening, the box game announced a month-long summer promotion.

All the goods in the entire box game store are sold at least 20% off, and the discount for some games is even reduced to 20%, which is almost the same as free delivery.

For a while, all the game players seemed to be celebrating the Chinese New Year. They gathered at the door of the box game store and lined up. When the number of people was the largest, the line even stretched for hundreds of meters. People seemed to see the steam game. The scene of the store.

On the other side, customers chat inside the Steam Game Store, and many shop assistants are free to beat mosquitoes. In order to challenge the steam game store, the box game store is almost all located next to the steam game store, so the shop assistants can only helplessly look at other people’s homes.

According to incomplete statistics, in this month, the steam game store’s sales have dropped by a full 40%, and only 40% of the previous month’s sales have remained, of which more than 70% are all Created by Great-Thousand’s own game.

In short, the vast majority of the game products of the wall-to-head company are sold in box game stores.

Well, this is also a normal thing. After all, the products of the box game store are cheaper than the steam game store. After all, players will not care about your brand. As long as the price is sufficiently favorable, which store is my father.

The game companies are actually very happy, because the box game store’s low-price strategy does not require them to pay, but Microsoft itself subsidizes them. Although many game companies’ products have reduced prices by 20%, this 20% is It is paid by the box game, which is equivalent to their price has not changed.

And the share of the box game store is 20% less than that of the steam game store, from 50% before to 30%, so the profit share of selling games in the box game store will naturally be much higher than that of the steam game store .

In this way, these game companies will inevitably favor box games. After all, everyone likes channel providers that give more money to games. For a while, the entire industry praises box games, and Steam Game Store Because 50% of the game is divided, it has become the evil force in the mouth of many game companies.

It’s like the evil dragon-like in the classic game routine Dragon Quest, and the box game store is naturally the hero who killed the dragon in the legend!

In short, the emergence of the box game store makes players and game companies very happy, but in this way, many steam game store operators are a little uneasy, because they are all franchisees, and their profits can only rely on A 20% share of sales is obtained.

Once sales drop by 40%, their income will also drop by 40%. If costs are eliminated, it is normal for profits to fall by seventy-eighty percent. Some are located in the golden zone of cities. Intimidating franchisees with high shop rents, their profits are even directly negative.

So, the franchisees of these steam games immediately found the Great-Thousand game, and asked the Great-Thousand game to immediately block a large-scale promotion activity similar to the box game store, so as to keep the steam game store market!

For this, the senior management of Great-Thousand games still attaches great importance to this. The current president of Great-Thousand Games, Arakawa Minoru, directly came forward, and the franchisee Boss of many steam game stores used QQ group functions to open A small meeting.

At the meeting, Arakawa Minoru said that the opponent’s marketing strategy is unhealthy and even harmful to the entire game industry. This practice of relying on official subsidies to reduce game prices and attract customers will only lead to the entire game market. The overall price fell.

Once players become accustomed to lower game prices, it will lead to the collapse of prices in the entire game industry and the decline in profits. Your overall profit in the future will still fall.

At the same time, this sales strategy is also unsustainable, because it is impossible for Microsoft to continue to transfuse box games, and they will inevitably stop such promotional activities in the future.

According to the 70% share of the box game and the game company’s business strategy, then 20% of the loss will be deducted from their franchisees. At most 50 boards are played, and the box game deducts 10%. Take 20% of 30%.

As for the franchisee’s share, I’m afraid it will have to be determined from 20% to about 10%. Generally speaking, this is a disaster for all franchisees.

As for the Great-Thousand game itself, it will never follow the price cuts. Price cuts will only lead to vicious competition in the industry. Competing with strong financial resources, this kind of thing that hurts oneself and others, undermines the future of the entire industry, Great-Thousand has No interest at all.

So the Steam Game Store will continue to follow the direct operating strategy, and will not change due to the opponent’s actions. At the same time, the price reduction strategy of the box game will not last too long. You only need to survive a few months. Everything will be restored to the past, so that all franchisees have the confidence and patience to wait.