After decades of evolution in shape design and button layout, the handle has become the most ergonomic control equipment for players. Compared with the keyboard operation methods that Chinese players are used to, the gamepad can provide a better gaming experience in racing games, sports games and action games. The main reason is that the gamepad feels comfortable, the operation is more convenient, and players Real-time feedback can be obtained through the handle.
1.1.1 Development History of Gamepad Industry
my country's gamepad industry has been developing continuously since the 1990s. In the early stage of development, due to the imperfect development of the industrial chain, the domestic gamepad industry thought that Nintendo, Sony, Microsoft and other international giants were mainly OEM production, and gradually became the largest gamepad. Producing countries. However, the number of independent brands in my country's gamepad industry is small, and a few brand-conscious companies have continued to work hard, and their brand influence is still weak. OEM production makes the overall profitability of the industry low.
1.1.2 Current Status of Gamepad Industry
China has become the largest game market. With the continuous increase in the penetration rate of mobile Internet and smartphones, the number of mobile game users in my country and the growth rate of the market size are higher than the overall growth rate of the game industry. Mobile games have become an important part of the game industry. In order to adapt to the development of the game industry, the development focus of the gamepad industry has gradually shifted from console gamepads and PC gamepads to mobile smart terminal handles. The variety of products continues to increase, and the market space for gamepads continues to expand.
Due to the impact of previous policies, my country's game market is dominated by PC games, and the operating devices are mainly keyboards and mice. Therefore, my country's game controller industry has a relatively small market share at present, and its products are sold to Europe, the United States, Japan, etc. through overseas partners. regional brands. At present, brands in the original market include Nintendo, Sony and Microsoft, and their products cover the world; in the re-installation market, brands in overseas markets mainly include Bigben, HORI, PDP, BDA, Logitech, and Razer. After obtaining the official authorization of the game console manufacturer (such as Sony, Nintendo, Microsoft, etc.), the reloading brand owner will hand over the production part to the ODM or OEM manufacturer for production. Third-party channels are sold to end consumers.
1.1.1 Global Market Sales of Gamepads (2016-2027)
In 2020, the global gamepad market sales reached 4617.0 million US dollars, and it is expected to reach 7576.9 million US dollars in 2027, with a compound annual growth rate (CAGR) of 7.70% (2021-2027). In the next few years, the industry will have great uncertainty. The forecast data for 2021-2027 in this article is based on the historical development of the past few years, the opinions of industry experts, and the opinions of analysts in this article.
From a regional perspective, the North American market occupies a dominant position in consumption. In 2020, the market size is 9.4 billion yuan, accounting for about 31.29% of the global market. It is expected to reach 15.5 billion yuan in 2027, and the global share will reach 31.48%. At present, the game peripherals in the Chinese market are still dominated by traditional keyboards and mice, but with the development of console games and the continuous development of the gamepad market, the future market demand will gradually move closer to gamepads.
In terms of product types, Nintendo Switch and Switch OLED gamepads occupy a leading position, with a market size of 11.9 billion yuan in 2020, accounting for 39.79%.
At present, there are many companies that produce, develop, and sell gamepads in the world. The companies with a large proportion are SONY, Microsoft, Beitong, etc. The revenue in 2020 will account for 42.66% of the total market share.
The gamepad market is mainly divided into the original market and the reloading market. Brands in the original market include Nintendo, Sony and Microsoft, and their products cover the world; in the reloading market, overseas market brands mainly include Bigben, HORI, PDP, Logitech, Razer etc. After receiving the official authorization of the game console manufacturer (such as Sony, Nintendo, Microsoft, etc.), the reloading brand will hand over the production part to the ODM or OEM manufacturer for production. merchants or their partners sell to various regions.
China is one of the main OEM producers of gamepads. Many international brands of gamepads are produced in Chinese OEM factories and sold to various countries. Therefore, China is a major exporter of gamepads, and the import volume is very small. The production bases are mainly concentrated in the southeast coastal areas with strong export processing industries, such as the Pearl River Delta, Jiangsu and Zhejiang regions.
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