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Wireless, 32-bit electronic desktop games target the high end

Suppliers develop wireless electronic desktop game consoles equipped with LCD screens and more accessories.

The continued market leadership of game console giants Nintendo, Sony and Microsoft has confined most of China’s electronic desktop game makers to the entry-level and midrange sectors. Lacking in core technologies and R&D capability, local suppliers have yet to launch products that could match the popularity and performance of top-sellers Wii, PS2 and PS3, and Xbox 360. Still, a good number of companies are intensifying their development efforts in response to demand for new console features and in hopes of improving competitiveness and profitability. Advanced 32-bit and wireless models, and those equipped with LCD screens are at the forefront of such initiatives.


Electronic desktop game

The EK-HD032 model from Lordwell supports 32-bit wireless interactive games.

Suppliers develop wireless electronic desktop game consoles equipped with LCD screens and more accessories.

The continued market leadership of game console giants Nintendo, Sony and Microsoft has confined most of China’s electronic desktop game makers to the entry-level and midrange sectors. Lacking in core technologies and R&D capability, local suppliers have yet to launch products that could match the popularity and performance of top-sellers Wii, PS2 and PS3, and Xbox 360. Still, a good number of companies are intensifying their development efforts in response to demand for new console features and in hopes of improving competitiveness and profitability. Advanced 32-bit and wireless models, and those equipped with LCD screens are at the forefront of such initiatives.

High-performance 32-bit variants currently make up only 20 percent of output, but this proportion is expected to grow in the months ahead. The products have built-in extendible games, good-quality display, Wi-Fi, e-book reader, TV and A/V output, USB ports and SD/MMC slots. They run on infrared, Bluetooth or 2.4GHz, and support various A/V formats, and interactive and 3D somatic effects. Housed in ABS or aluminum alloy casings, such releases come with two or three joysticks with vibration, and several accessories and enhancers.

Lordwell Enterprise Ltd is one of the companies that have started the shift, and 32-bit units now account for 65 percent of the vendor’s game console output. Its future products will pack plug-and-play, extendible games, interactive and 3D somatic effects, and wireless control.

The trend for cable-free devices covers IR, 2.4GHz and Bluetooth. Those adopting the first technology are mainstream, but 2.4GHz varieties are expected to gain traction. Their better anti-interference performance and greater transmission distance are starting to outweigh the 30 percent price gap with IR varieties.

The HD-042 model from Heng Mei Le Investment Development Co. is a 2.4GHz game console with VGA resolution, dimensional sound and 18 built-in gun games. A few local manufacturers, including Guangzhou Daidaixing and Guangzhou Shirui, have also released 2.4GHz units.

As for LCD-equipped versions, those with small displays adopt a notebook style and have changeable game cards.

Other R&D efforts are centered on strengthening proprietary designs, covering both software and hardware. Many companies can do secondary chip development, particularly program code design and PCB routing. Several have a wealth of software and hardware capability. Heng Mei Le Investment has a 40 and 30-man software and hardware teams. All interviewed suppliers boast patented 16 and 32-bit products, reflecting the priority given to securing IPRs.

China’s makers in the line are encouraged by robust uptake of current-generation game consoles. Global sales totaled 43.7million units in 2010, according to Strategy Analytics, with Wii, PS3 and Xbox 360 leading the pack in unit revenue. Projections from Datamonitor place the worldwide market, including electronic desktop and handheld game consoles, at $24.8 billion by 2014, up 13 percent from 2009.


Product gallery



Electronic desktop games price guide

8 & 16-bit consoles still strong

Most releases from China are 8 and 16-bit products. These may be wired or wireless, incorporate several ports, and come with accessories and enhancers.

Entry-level versions, which represent 40 percent of total output, typically have 8-bit processors and game cartridges. Housed in acrylic or ABS, they incorporate common game picture, and TV and A/V output. Two joysticks are bundled with these releases.

Expecting 8-bit units to continue reigning in the months ahead, Baobaolong Technology (Shenzhen) Co. Ltd devotes 60 to 70 percent of production to such types. Its P5-6 model supports 8 and 16-bit games and PAL and NTSC systems. A gun and a joystick are packaged with the unit.

Shenzhen Kingsun Enterprises Co. Ltd’s releases, on the other hand, cater to the 16-bit market. Its GM-174 model in this category is an IR type with NTSC capability and encased in ABS.

Representing 40 percent of total industry output, midrange products generally come with 16-bit processors, game cartridges, discs or built-in extendible games, two joysticks, enhancers and a few accessories. They deliver a smooth game picture and interactive and 3D somatic effects, and have IR control, and TV and A/V output. Most are housed in ABS.

Makers are concentrating on electronic desktop game consoles, where development efforts are strongest because of the continued popularity of releases from global gaming giants. This is also spurring the shift to high-performance 32-bit versions.

Lordwell’s model EK-9900 32-bit IR console supports 77 games. It is bundled with a joystick, tennis and table tennis rackets, baseball bat and golf club.

Game consoles’ two key components are the chips and LCD panels. Manufacturers mainly source the first from local and Taiwan enterprises Rockchip, Sunplus and Tontek. Despite the Japan earthquake’s impact on the semiconductor industry, makers insist IC supply remains stable.

LCD panels are obtained locally, and companies do not anticipate any shortage. Accessories such as tennis rackets and joysticks are also procured from domestic providers, although several game console enterprises are able to manufacture these items themselves. Supply of other raw materials copper, aluminum and ABS is likewise stable.

Many businesses, especially those shipping midrange and high-end releases overseas, are not keen to raise prices for fear of losing orders. Some, however, predict at least 5 percent increase in the next six months.

Besides the appreciation of the yuan, mounting chip and raw material and labor expenses are the main reasons for any markups. Spending on metal and plastic climbed in recent months. Suppliers expect outlay for chips will jump as well because of the Japan earthquake. Meanwhile, several vendors have been struggling with manpower shortages and have had to raise the salaries of their remaining personnel to prevent anymore departures.


Emerging markets eyed

Buoyed by the robust uptrend in the global game console market, China manufacturers are predicting export growth of 5 percent or more in the next six months. Most are pinning their hopes on the recovering US and European markets, which together account for more than 60 percent of outbound deliveries.

All of Shenzhen Kingsun’s releases are shipped overseas, with 60 to 70 percent going to Europe. About 80 to 90 percent of Heng Mei Le Investment’s electronic desktop game consoles go to foreign buyers, and Europe and the US absorb 70 to 80 percent of orders. The company expects the share of these two areas to increase further in the months ahead.

Most suppliers still serve the midrange and high-end markets in Europe and the US. Exported products are generally powered by 16 or 32-bit processors, support popular A/V playback formats, and come with ports, accessories and enhancers. The majority of the consoles are wireless, sports-oriented and interactive.

Many others are working to penetrate or expand their presence in emerging markets, specifically South America, the Middle East and Asia.



Electronic desktop game

Product gallery

Baobaolong Technology (Shenzhen) Co. Ltd

Model: T01E
MOQ: 4,000 units
Description: 8/16-bit system; PAL/NTSC; IR, Bluetooth; optional built-in games; 60-pin cartridge with 9,999,999-in-1 games; 80cm joystick, two 100cm guns; 100cm A/V cable, 80cm adapter


Electronic desktop game

Baobaolong Technology (Shenzhen) Co. Ltd

Model: P5-6
MOQ: 1,000 units
Description: 8/16-bit system; PAL/NTSC; IR, Bluetooth; optional built-in games; 60-pin cartridge with 9,999,999-in-1 games; two 80cm joysticks, 100cm gun; 100cm A/V cable, 80cm adapter


Electronic desktop game

Heng Mei Le Investment Development Co.

Model: HD-018A
Description: 16-bit wireless digital entertainment system; PAL B/M/N/I, NTSC; IR; plug-and-play; 198 games; one joystick, two wireless controllers; table tennis, tennis rackets, baseball bats, golf club; A/V cable, AC adapter; user manual


Electronic desktop game

Lordwell Enterprise Ltd

Model: EK-9900
MOQ: 3,420 units
Delivery: 45 days
Description: 32-bit wireless digital entertainment system; IR; 24 music, 53 arcade games, including eight interactive sports games; two RC sticks; table tennis, tennis rackets, baseball bat, golf club; game card; A/V cable; user manual; gift box


Electronic desktop game

Shenzhen Kingsun Enterprises Co. Ltd

Model: GM-185
MOQ: 3,000 units
Delivery: 25 days
Description: 8-bit system; 60-pin game cartridge; 1m laser gun, two 9-pin 0.9m joysticks; 1m A/V cable, 0.8m A/V adapter; user manual


Electronic desktop game

Shenzhen Kingsun Enterprises Co. Ltd

Model: GM-174
MOQ: 3,000
Delivery: 25 days
Description: 16-bit wireless system; console: NTSC; 5VDC voltage input; 40mA working current; four AA batteries; ABS housing; 225g; game controller: IR; 3VDC voltage input; 15uA static working current; 8 to 12mA working current; two AA batteries; ABS housing; 80g


Note: This article "Wireless, 32-bit electronic desktop games target the high end" was originally published by Global Sources, a leading business-to-business media company and a primary facilitator of trade with China manufacturers and India suppliers, providing essential sourcing information to volume buyers through our e-magazines, trade shows and industry research.

All price quotes in this report are in US dollars unless otherwise specified. FOB prices were provided by the companies interviewed only as reference prices at the time of interview and may have changed.

Disclaimer: All product images are provided by the companies interviewed and are for reference purposes only. Those product images featuring products with trademarks, brand names or logos are not intended for sale. We, our affiliates, and our affiliates' respective directors, officers, employees, representatives, agents or contractors, do not accept and will not have any responsibility or liability for product images (or any part thereof) which infringe on any intellectual property or other rights of a third party.

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