Joining hands with the engine giant, OPPO wants too much
Latest update time：2022-12-01
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Author: Mr. Dao
Source: Daozong Youli (ID: daotmt)
In recent times, OPPO has been making continuous moves in the gaming field. First, it launched anti-addiction measures for the game recharge business, and later reached a strategic cooperation with the global game engine giant Unity to strive for a better gaming experience.
Last month, Unity’s Chinese affiliate Yousandian Technology Co., Ltd. underwent industrial and commercial changes, including Douyin, MiHoYo, and OPPO.
OPPO seems to be particularly committed to building a gaming ecosystem. As early as 2018, OPPO launched the OPPO Mini Game Platform to focus on a large number of game users. In the same year, he also participated in the "New Ecosystem" game salon. In addition to OPPO, mobile phone manufacturers attending also included OnePlus, Xiaomi, vivo, and Huawei.
In 2022, OPPO chooses to cooperate with NetEase, and the latter will further increase the former’s channel new product content supply. In addition to content bridging, in recent years, domestic leading mobile phone manufacturers have exported a lot of things in the gaming field, such as 5G technology, imaging technology, flash charging technology... they are all among them.
It is true that the mobile gaming community is growing larger and larger. To this day, OPPO is still working hard for the gaming ecosystem, but one thing that needs to be noted is that the purpose behind this is probably not just as simple as playing games.
What can the gaming ecosystem bring to OPPO?
OPPO, which has always been quite satisfactory, has become more and more like a major gaming company in recent years.
It is reported that when mini-games exploded in the past two years, OPPO used all system resources to support the game business. In order to create a game traffic matrix, it not only opened up the software store, game center, and OPPO community, but also combined browsers, One-screen, desktop search and other scenarios, and then cooperation with leading game manufacturers such as NetEase was gradually put on the agenda.
It is undeniable that this mobile phone manufacturer has seen some repercussions for its efforts in gaming. As early as two years ago, the number of OPPO mini-game users exceeded 70 million, the average game time per person increased to 35 minutes, and the number of games per person increased to 5. In the same year, the monthly distribution volume of OPPO games exceeded 700 million, the number of monthly active game users exceeded 110 million, and the cumulative number of paying users exceeded 60 million.
In 2022, OPPO's game performance will be mainly reflected in overseas markets. For example, some media have disclosed that OPPO's monthly game distribution in Indonesia is as high as 10 million times, the number of monthly active users of the App Market exceeds 10 million, and the number of monthly active users of the overall OS exceeds 10 million. 20000000. In fact, compared to these empty data, the most critical variable brought about by OPPO's hard work on the game is technology.
In order to better lay out games, OPPO has not hesitated to supplement its own game technology reserves. Technologies such as HyperBoost, game space, and ray tracing are all targeted at the gaming experience one by one. The purpose of the cooperation between OPPO and Unity is on the game screen. It is reported that when the game is full frame, the future power consumption can be reduced by 8% and the average frame rate can be increased by more than 5%.
For some games, the technical quality of a mobile phone may be able to maximize the highlights of the game itself. This has also led to some games to specify mobile phones during official competitions, such as the designated mobile phone for the KPL Professional League of "Honor of Kings" It is vivo iQOO; the designated machine for the PEL League of "Peace Elite" is OPPO Reno Ace; the foreign MOBA game "Vanity" prefers Apple devices.
Just as OPPO has been obsessed with the gaming ecosystem for a long time, but after so many years of hard work, mobile phone manufacturers are still not the protagonists in the gaming market. Behind Unity China are not only OPPO, but also Alibaba, China Mobile, Gigabit, MiHoYo, and TikTok. Among them, MiHoYo and TikTok have great ambitions in gaming.
Of course, mobile phone manufacturers also have routes that others cannot take. While OPPO continues to consolidate the gaming ecosystem, it has even launched a dedicated gaming phone. Xiaomi, Huawei, vivo, OnePlus, Asus, Lenovo, and Tencent have also joined one after another. Only in March last year, many mobile phone manufacturers launched mainstream gaming mobile phone products.
Can the emergence of hardware feed back the gaming ecosystem? In fact, although the market share of mobile games has remained high year after year, and the e-sports trend has swept across all age groups, gaming mobile phones have not found suitable sales in the end. From January to September 2022, the cumulative sales of gaming phones were only 3.2 million units.
OPPO has not reaped many benefits despite being so active. According to Whale Consultant data, Xiaomi has the largest market share in the field of gaming mobile phones this year, reaching about 45%, with sales exceeding 1.4 million units as of September. The second and third place are vivo and OnePlus respectively, with sales of 544,000 units and 320,000 units, with market share of 17% and 10%, while OPPO is fourth.
There is no guarantee that there will be a reward for what you put in. In the business world, this is especially true for many things.
Or is it for the "metaverse"?
Unity Software, which was selected by OPPO and many giants, was founded in 2004 and has many popular games behind it, such as Tencent's "Honor of Kings" and MiHoYo's "Genshin Impact". Unity is a creation tool that provides 2D, 3D, VR, AR and MR applications to developers around the world. Among them, augmented reality and virtual reality are the main businesses.
Data shows that my country is one of the fastest-growing markets for Unity. Data shows that 76% of newly released domestic mobile games since 2019 have been developed with Unity. After the sudden rise of the Metaverse, domestic demand has become more obvious. By 2022 In the second quarter, Unity’s revenue from Greater China was US$42.29 million, a year-on-year increase of 9.4%, accounting for 14.2% of the overall revenue.
OPPO and Unity are joining hands. The game may be just a short-term move in front of us. The most important thing in the future is for the metaverse. Although the Yuanverse has been in trouble for less than two years, because major companies have continued to make mistakes and have been wildly ridiculed by the outside world, in fact, capital seems unwilling to give up this "fat".
According to incomplete statistics, there were 171 Metaverse-related financing events in the international market in September, an increase of nearly 30% compared to 132 in August. OPPO has long coveted the Metaverse. Previously, OPPO established a Metaverse company, and at the 2022 Developer Conference, OPPO Metaverse also had a strong presence.
Content relies on games, and technology relies on hardware. This has been the basic strategy since the explosion of the Yuanverse. OPPO is no exception. It is firmly focused on games with one hand, and is also busy launching various virtual devices on the other. As early as 2019, OPPO released AR glasses at the Future Technology Conference, and the second generation was launched the next year.
In April last year, OPPO officially launched the "OPPO AR Developer Co-Creation Program" and applied for more than 40 related patents in one go. From a certain perspective, games and virtual devices have become a complementary business relationship. In terms of applications, some media once conducted a survey of the VR market in the United States, China, the United Kingdom and Japan and found that 72% of VR headsets Owners say gaming is one of their top three favorite use cases.
In terms of market, according to Newzoo’s forecast, the number of global VR hardware installations will increase from 8 million in 2019 to 46 million in 2024. At the same time, VR game revenue will increase from US$1.8 billion in 2022 to US$1.8 billion in 2024. 3.2 billion US dollars, with a compound annual growth rate of 44.0%.
But will OPPO’s choice of Unity add luster to its future Metaverse career?
Frankly speaking, it is inevitable that the Metaverse will be denigrated before it is launched, and even the current state of the entire digital extension industry may not be peaceful. Unity, which is highly sought after by many giants, is the most convincing evidence. It is reported that Unity has been affected by the declining performance of downstream companies since its establishment.
Especially in the past two years, the pressure on profitability has suddenly intensified. The latest 2022 interim report shows that Unity's operating income is US$617 million, up 21.41% year-on-year; while the net profit attributable to the parent company's common shareholders is -US$382 million, a year-on-year plunge of 49.22%. If you want to make money with the Metaverse, it is obviously not the time yet.
When the market goes down, will the whole scene come to “rescue”?
Whether it is the gaming ecosystem or the metaverse, OPPO seems to be eager to find the next shining point. But in fact, the pattern can be more liberalized. The game ecology and metaverse have only one ultimate goal, which is to realize the integration of applications in all scenarios. Unity will continue to increase investment in research and development in China, including empowering most smart ecosystems, which coincides with the future direction of the mobile phone market.
It is undeniable that the mobile phone market is in decline. This is an indisputable fact. I am afraid that not only OPPO, but also the entire mobile phone field has suddenly changed. In October, Canalys released data on China's mobile phone market shipments in the third quarter. Overall, China's mobile phone market shipped 70 million units in the third quarter, a year-on-year decrease of 11%.
In the future, mobile phone giants obviously cannot turn a blind eye. IoT/smart wearables, VR/AR, and even the automotive electronics industry have gained favor, and full-scenario collaborative products and technologies have entered the next business expansion node. In addition to mobile phones, notebooks, tablets, smart screens, headphones... may all be the second growth curve of enterprises.
The concept of "pan-service" for mobile phones is everywhere at once, everything is integrated with each other, and the human-centered smart ecology is also rapidly taking root. Among them, the advantages of mobile phone companies were once greater than those of automobile and home appliance companies. At present, almost every mobile phone manufacturer is full of confidence in the future of all scenarios. Taking OPPO as an example, OPPO has divided into four smart scenarios: smart entertainment, smart production, smart learning, and smart health, including watches, headphones, tablets, and TVs. Smart terminals have undoubtedly become the key fulcrum to leverage these major scenarios.
Last year, OPPO launched a smart cross-end system. The pioneering IoT business has experienced several years of development and seems to have achieved good results. Data shows that OPPO IoT products have covered more than 50 countries and regions, and each category has achieved an unexpected growth of more than 120%. But what OPPO faces is the attack from the entire industry.
Just like the mobile phone battle back then, the entire scene seemed to be a must-win in the eyes of all mobile phone manufacturers. It is reported that Xiaomi is the first to stand out in this field. Xiaomi has announced its intention to develop AloT since 2014 and has invested 10 billion yuan. In 2021, its revenue from IoT and consumer products will be 85 billion yuan, accounting for about 25% of total revenue.
For the rest, Huawei proposed the "1+8+N" strategy in 2020. 1 refers to mobile phones, 8 refers to 8 terminal devices such as tablets, laptops, and smart watches as auxiliary entrances, and then through 1+ 8 Connect smart devices in all scenarios. Honor plans to have full-scenario product revenue reach 40% of total revenue in the future. Vivo connects the five major scenarios of travel, health, home, office, and entertainment. So far, vivo has supported 90 categories and more than 4,600 SKUs, including more than 3,000 home IoT devices and 1,100+ car model connections.
One battle is not settled, another war breaks out. In the days to come, the relationship between major mobile phone manufacturers will only become more anxious than before.
-END-
This article is reprinted from "Daozong Youli" by Global Internet of Things Observation. The content is the independent opinion of the author and does not represent the position of Global Internet of Things Observation. The cover image is from the OPPO official website and the text image is from Photo Network. The content of this article is for communication and learning purposes only. If you have any questions, please contact us at info@gsi24.com.
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