According to foreign media reports, a few days ago, China’s Internet giant Alibaba has invested US$10 million in Ouya, a US low-cost console manufacturer.
Ouya, the project that began in 2012, has successfully raised $8.6 million in Kickstarter, the world's largest crowdfunding platform. Unfortunately, although the main unit of Ouya is only $99, which is three to one-fourth that of the Xbox One and PS4, Ouya's product sales are still unsatisfactory, and user feedback is flat.
This does not mean that the low-price strategy will not work in the console market, but it is difficult for Ouya to instigate the position of several other video game giants in the short term.
As a result, Ouya is actively seeking change.
On the one hand, Ouya is working hard to get out of the US domestic market. For Ouya, the huge international market has more opportunities, especially Asian countries such as China and India, because "in those markets, there is no dominant Android TV game mall", "especially in China, they have just We have lifted the ban on game consoles and we are ready to bring our large number of independent game pieces to those boxes."
At the same time, Ouya is preparing to transform itself from a pure hardware manufacturer into a company with both hardware and software businesses, such as game licensing for other companies.
What brings opportunities to Ouya not only includes recent Alibaba investment activities, but also includes cooperation with Xiaomi in 2014. According to a source, Alibaba planned to port its software and more than 1,000 games to Alibaba's set-top box. At present, Ouya is translating the game software so that the game can enter the Chinese market more smoothly.
Some foreign media commented on the recent cooperation with Ouya, saying that it will bring new opportunities to both Alibaba and Ouya.
The report believes that based on the strength of the processors and games of Ouya, Alibaba's game consoles (set-top boxes) developed for the Chinese market are likely to use the design of Ouya. In addition, Ouya's online store, game library, user interface and other content may also be helpful to Alibaba.
For Ouya, after China lifted the ban on game consoles, there is a huge gap in the console market that needs to be filled, which is a good opportunity for low-priced game consoles. At the same time, Alibaba’s huge company size and amount of funds will likely become a weapon for armed Ouya.
Competitive pressures have prompted the transformation of Ouya, but this is not a bad thing.
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