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25年前,一樣產品令任天堂成為視頻游戲的王者,至今無人撼動

25年前,一樣產品令任天堂成為視頻游戲的王者,至今無人撼動

Don Reisinger 2016-09-18
任天堂歷經世嘉和索尼的挑戰,直至今天仍然笑傲視頻游戲領域,奧秘何在?

1991年8月23日,任天堂面向北美消費者推出超級任天堂娛樂系統(SNES)。雖然日本和韓國消費者在1990年就可以買到這款分別名為Super Famicom和Super Comboy的主機,但進入北美市場依然意義重大。這款產品帶來的巨大銷量,一舉奠定了任天堂在全球游戲主機和視頻游戲制作領域的龍頭地位。

在它的生命周期中,SNES成了所有嚴肅玩家的必備之物。作為16位游戲機,SNES的機能是其前身任天堂娛樂系統(NES)的兩倍。雖然銷量比不上NES,但SNES讓《超級馬里奧兄弟》、《塞爾達傳說》等任天堂核心產品變得更受歡迎。

SNES代表著視頻游戲行業有史以來最殘酷的“主機之戰”,這一點可能最為重要。

On August 23, 1991, Nintendo launched the Super Nintendo Entertainment System (SNES) to customers in North America. While the console had previously been available to Japanese and Korean customers in 1990 as the Super Famicom and Super Comboy, respectively, the move to North America was a significant one. It helped unleash sales that solidified Nintendo’s position as a leading game console and video game maker worldwide.

Over its lifespan, the Super Nintendo—or SNES as it was often called in the U.S.—became a must-have for any serious gamer. The console was of the 16-bit variety, doubling the 8-bit power offered by its predecessor, the Nintendo Entertainment System (NES). While it didn’t sell as well as the NES, the SNES solidified the popularity of Nintendo’s core franchises, like Super Mario Bros. and The Legend of Zelda.

Perhaps more than anything, the SNES is synonymous with one of the most vicious “console wars” the video gaming industry had ever seen.

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任天堂游戲:超級馬里奧

1983年在日本推出NES時,任天堂進入了一個幾乎沒人愿意涉足的邊緣領域。游戲巨頭雅達利公司倒閉后,人們認為家用游戲機市場已經走到了盡頭,幾乎沒有哪家公司認為跳進這個“火坑”是個好主意。

但任天堂這么做了,它承擔的風險帶來了相當亮麗的回報。NES的總銷量接近6200萬臺,將其他愿意在家用機市場冒險的廠商遠遠地甩在身后。

追蹤任天堂公司的Wedbush Securities分析師邁克爾·帕赫特在接受《財富》雜志采訪時指出:“SNES很重要,因為它鞏固了任天堂家用機龍頭的位置。擁有NES的任天堂只是游戲機廠商之一,SNES則讓它脫穎而出。”

When Nintendo launched the NES in 1983 in Japan, the company was edging out into a frontier that few others wanted to explore. The home console market was believed dead after Atari’s fall, and few companies thought it a good idea to jump into the fray.

But Nintendo did, and the risk paid off handsomely. Over its lifetime, the NES sold nearly 62 million units and was able to break out from the stable of other companies that were willing to take a risk on the home console market.

“[The SNES is] important given that it cemented Nintendo as the home console leader,” reflects Michael Pachter, a Wedbush Securities analyst and Nintendo tracker, in an interview with Fortune. “[Nintendo was] one of many with the NES, and broke out from the pack with SNES.”

任天堂游戲:塞爾達傳奇

任天堂拒絕置評帕赫特的觀點。

看到任天堂在游戲市場獲得成功,而且幾乎不用擔心競爭問題,其他公司也決定進入這個領域,為首的就是世嘉。

作為另一家日本游戲機廠商,世嘉和NES的競爭以失敗告終。世嘉曾推出最終定名為Genesis 的16位游戲機,這是它挑戰任天堂的最佳機會。世嘉還把自己定位為“很酷的”游戲公司,面向成熟玩家,他們已經不再需要NES上那些迎合小孩子的游戲。

為應對這個威脅,任天堂于1990年在日本推出了Super Famicom,售價約為210美元。雖然這款產品一炮而紅,但要真正擊敗世嘉并贏得主機之戰,任天堂需要再次走向全球。第二年夏天,任天堂通過在北美發布售價199美元的SNES,完成了這項任務。

現在,戰斗仍在繼續。世嘉堅守更酷游戲公司的策略,并且努力爭取第三方開發商,以便為自己的硬件吸引更多游戲,進而捕獲更多玩家。任天堂則試圖自行把握命運。事實也證明,任天堂自己的游戲,比如《超級馬里奧世界》和《超級馬里奧賽車》,都躋身SNES上最受歡迎的游戲之列。

Nintendo declined to comment for this retrospective.

As other companies saw the success Nintendo was enjoying in the gaming market with little worry of competition, they decided to jump in. Sega was chief among them.

Another Japan-based console maker, Sega, which had tried unsuccessfully to compete with the NES, thought its best chance at challenging Nintendo was by launching a 16-bit console, eventually named Genesis. Sega also positioned itself as the “cool” game company that was for the mature gamer who had grown out of playing kid-friendly games on the NES.

Needing to respond to the threat, Nintendo unveiled the Super Famicom in Japan in 1990 for approximately $210. While it was an early success, to truly take on Sega and win the console war, Nintendo again needed to go global. By the summer of the following year, Nintendo achieved that mission with the $199 SNES it deployed to North America.

Now, the fight was on. Sega stuck to its guns as the cooler game company and fought hard to win over third-party developers to attract more games, and thus, more gamers, to its hardware. Nintendo tried its own luck at that, but its own games, including Super Mario World and Super Mario Kart, proved to be among the console’s most popular titles.

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任天堂游戲:超級大金剛

無論如何,SNES和上述游戲讓任天堂成為家喻戶曉的品牌,這正是任天堂在和世嘉的纏斗中迫切需要的東西。

帕赫特說:“SNES有很棒的16位畫面,因此,玩家有可能首次真正弄明白自己在做什么。我要說,最重要的是SNES真的把任天堂的經典品牌投射到了人們的意識之中。”

與此同時,世嘉繼續迎難而上,盡管此時大多數分析師都說任天堂已經贏得了16位主機之戰,因為任天堂游戲機的銷量超過了Genesis。實際上,任天堂公布的全球銷量為4900萬臺以上,這和NES或者任天堂歷史最暢銷主機Wii(銷量超過1.016億臺)相比還有差距,但足以擊敗Genesis。據估算,Genesis的總銷量為3000多萬臺。

其他公司并非沒有注意到SNES的成功。多年來,索尼一直在認真研究視頻游戲市場,甚至還主動接觸任天堂,提出聯合生產主機的建議,但雙方最終分道揚鑣。

Regardless, the console, coupled with the games, provided something that Nintendo desperately needed in its dogfight with Sega: a household brand.

“The console had decent 16-bit graphics, so it was the first time gamers could actually figure out what they were doing. But it was far from realistic,” Pachter says. “I’d say the most important thing is that SNES really catapulted Nintendo’s iconic brands into people’s consciousness.”

Meanwhile, Sega continued to soldier on, though most analysts now say that Nintendo won the 16-bit battle by squeaking out more console sales than the Genesis. In fact, worldwide, Nintendo says that it sold more than 49 million units. That didn’t quite match the NES or Nintendo’s best-selling console of all time, the Wii, which had more than 101.6 million unit sales, but it was enough to beat the Genesis, which is estimated to have notched more than 30 million in unit sales over its lifetime.

The success of SNES wasn’t lost on other companies. Although Sony had been thinking seriously about the video games market for years and actually approached Nintendo with the idea of collaborating on a console, the companies ultimately split.

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任天堂游戲:超級銀河戰士?

1994年,索尼PlayStation上市。

在一定程度上,PlayStation針對任天堂和世嘉帶給游戲市場的部分缺憾進行了調整。PlayStation采用32位圖像,SNES則只有16位。任天堂的硬件依賴于卡帶,對游戲廠商來說制作成本很高,PlayStation則采用了成本較低的光碟模式,而且最終幫助索尼吸引了更多消費者。

可能有人會說,PlayStation的出現打壓了任天堂及其主機業務(而且確實讓世嘉的硬件業務開始走上末路)。

本打算用來對付PlayStation的任天堂64在全世界只售出了3300萬臺。作為PlayStation 2的競爭對手,任天堂的GameCube表現更差,銷量接近2200萬臺。直到2006年推出的Wii創下逾1.01億臺的全球銷量后,任天堂才重新站穩了腳跟。

但SNES算得上任天堂歷史上的關鍵一環。它也許不像Wii或者其前身NES那么成功,但應該說,它是家用機市場實現飛速發展而且變得更加有利可圖的關鍵因素之一。

帕赫特指出:“當時的家用機市場仍然相當小。但SNES是那個周期中最成功的家用機,任天堂對家用機市場的主導也從它開始。

By 1994, the Sony PlayStation hit store shelves.

The PlayStation was, in part, a response to some of the shortcomings that Nintendo and Sega were bringing to bear in the gaming market. Whereas Sony’s console offered 32-bit graphics, Nintendo’s SNES could only muster 16 bits. While Nintendo’s hardware relied upon cartridges that were costly for game publishers to produce, the PlayStation ushered in a cheaper, disc-based model, which ultimately helped it attract more customers.

Some could argue that the PlayStation’s launch put a damper on Nintendo and its console business (and it most certainly led to the beginning of the end for Sega’s hardware business).

The Nintendo 64, the console that was supposed to be the answer to the PlayStation, only mustered 33 million unit sales worldwide. The GameCube, Nintendo’s competitor with the PlayStation 2, performed even worse, with nearly 22 million units sold. It wasn’t until the Wii’s launch in 2006 that Nintendo finally regained its footing with more than 101 million units sold worldwide.

Still, the SNES can be remembered as a critical part of Nintendo’s history. It might not have been the success that the Wii or its predecessor the NES was, but it was arguably one of the linchpins that turned the home console market into something much bigger—and more profitable.

“The home console market was still pretty small then,” Pachter says. “However, the SNES was the most successful home console during its cycle, so it was the start of Nintendo’s dominance in the home console market.”

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任天堂游戲:地球冒險

SNES還幫助任天堂成為流行文化的一個重要組成部分。

在8月21日的里約奧運會閉幕式上,國際奧委會把舉辦權移交給了東京,也就是2020年夏季奧運會的舉辦地。安倍晉三的出現讓世界大吃一驚,因為他的身份并非日本首相,而是任天堂眾多角色中的佼佼者——超級馬里奧。安倍登臺前,閉幕式上先播放了一段視頻,動畫中的馬里奧奔跑在東京街頭,并且找到了一條通向里約熱內盧的捷徑。當他跳進游戲中人們熟悉的綠色管道后,安倍在會場中現身,并且摘下馬里奧的標志性紅色棒球帽向觀眾揮舞。

The SNES has also helped Nintendo become an important part of pop culture.

At the Rio Olympics closing ceremony on Sunday, the International Olympic Committee handed off the games from Rio to Tokyo, where the next Summer Olympics will be held in 2020. Japan prime minister Shinzo Abe shocked the world by popping up not as himself, but as Super Mario in an homage to the chief character in Nintendo’s many franchises. Before Abe popped up, a video was aired depicting a CGI version of Mario running through the streets of Tokyo to find a warp tunnel to Rio de Janeiro. After he jumped into the game’s familiar green tube, Abe sprung out while wearing and then waving Mario’s signature red baseball cap.

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日本首相安倍晉三扮成馬里奧出現在里奧閉幕式上

有意思的是,安倍還拿了一個紅色的球,代表著《Pokémon GO》,這款手機游戲今年大放異彩。

很難相信,如果沒有SNES,所有這一切會成為活生生的現實。(財富中文網)

Interestingly, Abe also held a red ball, referring to Pokémon GO, this year’s mobile smash hit of which Nintendo owns a stake.

It’s hard to believe that without SNES any of that would’ve happened.

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