Air China Gets in the Game With Envee Inflight Entertainment
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APEX Insight: Chengdu-based Envee Inflight Entertainment has partnered with Air China to deliver culturally relevant gaming experiences to one of the most important growing travel markets in the world.
As Air China rolls out its new Boeing 787-9 Dreamliners, the carrier isn’t just thinking about capacity, comfort and efficiency. Air China has partnered with Envee Inflight Entertainment to bring games to its in-flight entertainment (IFE) program.
In a press release, Envee describes the agreement as “reaching the Olympus” of the Chinese civil aviation market. As the Chinese middle class grows as a force in domestic and international tourism, Envee is meeting the need for culturally relevant content. Games such as “Mahjongg,” “Gumoku” (aka “Five in a Row”), “Huarong Path,” “Chinese Chess” and “Zuma” may be unfamiliar to Westerners, but Chinese passengers grew up playing them, and Envee supplies them. Catering to this demographic is strategic given that one in every five airline journeys will likely be to, from or within China by 2034.
Nearly 100 Dreamliners are flying under Chinese carriers, and this is only the beginning. Captain Wang Yingnian, chief pilot of Air China, said in a press release, “We believe that the 787-9 will be the backbone of Air China’s international long-haul routes and will play an important role to support Air China’s international development strategy.”
“We are confident that our deep knowledge of the Chinese people will help us provide the most suitable content for our passengers.” – Wu Xin, Envee
“It is a very difficult market to engage,” said Envee CEO Wu Xin, “but it is also on the right path to becoming a very lucrative one. We are confident that our deep knowledge of the Chinese people will help us provide the most suitable content for our passengers.”
Should passengers wish to break from traditional Chinese games, they will have plenty of options. Envee’s IFE gaming portfolio has around 50 titles, including puzzles, sports, action-adventure games and casino-style card games. Locally, Envee has also partnered with China Southern, China Eastern, Hainan Airlines, Xiamen Airlines, Tibet Airlines, Sichuan Airlines and Shenzhen Airlines.