市场表现创新低，只有独占才能挽救游戏主机

三易生活01-02

作为圣诞购物季的开始，“黑色星期五”（The Black Friday）也是全球最受瞩目的消费节点，成千上万欧美消费者用钱投票，让“黑五”的消费数据成为了一个重要风向标。日前，市场调查公司Circana公布的数据显示，即便有“黑五”加成，游戏主机行业仍经历了自1995年以来最糟糕的11月。与去年同期相比，今年美国的游戏主机整体销量下降27%，月销仅160万台。其中微软Xbox Series X/S...

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consoles","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PC":0.9,"MSFT":0.61},"content_text":"作为圣诞购物季的开始，“黑色星期五”（The Black Friday）也是全球最受瞩目的消费节点，成千上万欧美消费者用钱投票，让“黑五”的消费数据成为了一个重要风向标。日前，市场调查公司Circana公布的数据显示，即便有“黑五”加成，游戏主机行业仍经历了自1995年以来最糟糕的11月。与去年同期相比，今年美国的游戏主机整体销量下降27%，月销仅160万台。其中微软Xbox Series X/S表现最糟、销量与去年11月相比暴跌70%，索尼的PlayStation 5情况略胜一筹、销量下降40%，而任天堂受到的冲击则较小，Switch销量仅下跌10%。不仅仅是美国市场，另一家市场调查公司NielsenIQ公布的数据表明，作为欧洲最大游戏市场的英国，也出现了游戏主机总销售额下降17%的情况。那么问题就来了，为什么游戏主机在今年欧美传统的圣诞购物季迎来了30年来最差市场表现？关于这个问题的答案，微软方面在博客文章中解释到，Xbox主机销售现在遇到一个问题，即玩家买游戏几乎全部转到了线上，导致他们不再前往GameStop等传统游戏零售商，而主机游戏扩展新用户又非常需要线下的冲动消费，GameStop的关店潮使得主机玩家群体难以获得新鲜血液，最终就呈现出硬件销售下滑的情况。微软这个解释虽然在一定程度能解释游戏主机卖不动的原因，但这种说法过于片面，因为数字游戏的浪潮并非起源于过去几年，而是一个已经持续了十余年的现象。可能有的朋友会说，高昂的价格让玩家望而却步，毕竟Xbox Series X/S和PS5目前在美国市场的价格，甚至要比5年前发售时要高。可问题在于，作为“口红经济”的代表，在经济环境趋冷时，人们仍然会有强烈的消费欲望，并转而购买更低成本的游戏娱乐。比如2008年金融危机席卷全球，美国经济也即刻进入衰退期，但当时游戏行业仿佛置身事外，GameStop在次年就宣布上一个圣诞购物季销售收入创下历史新高，同比增长22.3%。关于真正导致玩家对游戏主机失去兴趣的原因，索尼PlayStation前任高管Shawn Layden在做客播客节目时透露了玄机，即“独占游戏是游戏主机品牌价值的关键”。他以任天堂《超级马里奥兄弟》系列中的马里奥、PlayStation平台《神秘海域》的主角内森・德雷克举例，指出玩家往往会根据自己喜爱的IP来决定购买哪一款游戏主机。现实也确实如此，完全放弃了独占的Xbox表现最糟，积极推动独占作品上PC的索尼次之，而坚持独占的任天堂则受影响最小。自从2012年的PS4、Xbox One开始采用与PC相同的‌X86架构‌后，游戏主机与PC的界限就变得愈发模糊，甚至在失去了定制架构带来的优势后，主机已经无法在硬件性能上碾压同时代的PC。没有了性能优势后，游戏主机与PC之间最大的差别就是游戏阵容了。在索尼将自家第一方游戏推上PC平台之前，大家想要体验《战神》《神秘海域》《最后生还者》等游戏就只能去买PlayStation。而独占的终极形式则是坚持“第一方决胜论”的任天堂，在Switch硬件性能孱弱的情况下，他们依然取得了极为出色的市场表现，靠的就是玩家只能在Switch上玩到马里奥、塞尔达等IP的游戏。没有了独占，PlayStation、Xbox和PC对于玩家而言几乎就没有区别。准确来说，PC能做的事更多，毕竟它还有生产力属性，将娱乐和工作融为一体就是PC的优势。即便抛开生产力，单纯在娱乐层面PC的优势也更大，例如花样繁多的MOD是PC专属。比拼性能和扩展性，游戏主机显然都不是PC的对手。只有重回独占才能让主机建立优势，一个游戏只能在特定平台体验，玩家想要游玩就只能购买相应的硬件。所以全平台策略虽然对玩家是件好事，但对主机厂商来说就未必了。【本文图片来自网络】推荐阅读：告别“单摄羞耻”，可能是性能向手机的必经之路这一变化，可能会成为未来性能向机型的趋势。收购叮咚买菜？京东或也想有自己的“闪电仓”收购叮咚买菜，意味着京东在前置仓领域完成补课。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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