Wang Xiangbin, founder of DataEye: Building a localization team to break down cultural barriers

At the 2021 China Game Industry Annual Conference, wang Xiangbin, founder and CEO of DataEye, discussed the "Game Going Global and Disseminating" sub-forum guided by the China Audiovisual and Digital Publishing Association, hosted by the Game Working Committee of the China Audio-Digital Association, and hosted by 37 Interactive Entertainment, and discussed "Cultural and Technological Diversification empowerment, game innovation breakthroughs". The following is the speech of DataEye founder Wang Xiangbin at the roundtable forum.

Q: Combined with the boom in Chinese games going abroad in the past year, what are the opportunities and changes in China's game industry? What points should we focus on in the future?

Wang Xiangbin: I also observe while studying, and I probably have a few views.

First, the main body of the game going to sea is changing, and more subjects are actively participating in it, such as ByteDance, as a comprehensive platform, its game development and overseas business are growing very fast today. Second, cloud technology or intelligent technology has become more direct in supporting games to go global, and there will be more related applications in future game development. Third, in the future, when games go to sea, from product planning to effect tracking, data-driven and full-process evaluation will become an important decision-making basis. Fourth, with the infrastructure of Sino-US super platforms, the product promotion of games going overseas in the future will increasingly present short videos and other methods.

Q: We're going to find a problem today, and as the competition between a few heads has become more and more intense, digital marketing has basically become a standard. Are there some new patterns in the process?

Wang Xiangbin: In fact, Chinese game companies generally follow a sequence, first from Hong Kong, Macao and Taiwan, Southeast Asia, then Japan and South Korea, to North America, Europe and the United States, etc., in fact, mainly follow a degree of cultural closeness and estrangement. Games go global, I personally feel that whether it is marketing or games, in fact, the most important thing is to solve the problem of cultural barriers, at present, our Chinese game companies have a lot of things to do in this area. Because the cultural differences in overseas markets are very large, it is actually difficult for domestic creators to understand the differences, so we have always believed that especially for overseas marketing, the staging user research of marketing experience data is relatively lacking in Chinese game companies. Therefore, when people go to sea, they may choose to build localization teams to solve the problem of cultural barriers.

Of course, in the face of competition, from the point of view of digital marketing, there are still many things that can be tapped, but basically it is around how to break down cultural barriers. In this regard, relatively speaking, I think the competitiveness of Chinese enterprises is still relatively strong.

Text/Guangzhou Daily Xinhuacheng reporter Cheng Yilun

Photo: Guangzhou Daily Xinhuacheng reporter Cheng Yilun

Video/ Guangzhou Daily Xinhuacheng reporter Cheng Yilun

Guangzhou Daily New Flower City Editor Cai Lingyue