According to data.ai, as of March 31, 2022, TikTok (including the "Douyin iOS version" data) has reached a total of $3.7 billion in global user spending. In addition, TikTok's total user spending in the first quarter of 2022 also reached $840 million, setting a new record for single-quarter user spending in global apps and mobile games.
Looking back at the game market over the past few years, the 2021 China Game Industry Report shows that the revenue of the domestic game market is very different from that of the overseas game market. In 2021, the revenue of the domestic game market was 295.613 billion yuan, an increase of 6.4% year-on-year. The overseas game market has risen significantly, with revenue reaching $18.013 billion in 2021, an increase of 16.59% year-on-year.
The report shows that the number of countries and regions that have played games on the mainland has risen sharply, such as Chile, Egypt and other countries that have begun to become important areas for mainland game going to sea. The types of overseas products in the mainland game industry are more diversified, breaking through the previous genre limitations of medium and heavy games such as strategy, showing a trend of "multi-track" parallel development, and the competitiveness in different categories and market segments is also continuously enhanced, and the performance in leisure, strategy and other fields is more eye-catching.
In this trend, we have found that social media has become an important strategic resource for game manufacturers to solve this challenge. Among them, TikTok has gathered the most active users on the current mobile Internet. These users love game content, have a strong willingness to pay, and are willing to take the initiative to share. Their idiosyncrasies also reveal the powerful influence of TikTok in the global gamer community.
So, as one of the key channels for the current game to go global, what is the current status of TikTok's current game ecology? According to a survey of the 2021 Global Mobile Gamer White Paper published by TikTok, we learned:
1, TikTok gamers are more enthusiastic about game content: from attention to sharing, from entertainment to conversion, TikTok as a short video entertainment platform, just like a "hot blood player filter", using a wealth of game trials, strategies, tips & hints and other content, the active game user group to the greatest extent possible.
2, TikTok players have a stronger willingness to pay for the game: compared with the more mature market of the game industry, in Southeast Asia, Turkey, Brazil and other Chinese manufacturers believe that the incremental space is relatively large in the market, the willingness of players to pay is stronger, of which the Thai TikTok platform players' willingness to pay for the game is 84%, and the willingness to pay for game additional content is even as high as 92%.
3. TikTok mobile gamers are more receptive and active in game marketing campaigns: Survey results show that 71% of TikTok platform players have an active intention, compared with only 43% of non-TikTok players.
How can game developers use TikTok platform users to find growth points in overseas markets?
1, game category research, player preferences: from the perspective of the game category, the player's favorite game is the strategy class, for TikTok players, problem solving, creativity, excitement and competition are several of the main factors that attract them, and the strategy game just fits the preference characteristics of TikTok players.
2. Explore the potential of overseas markets: The White Paper points out that the market growth rate of the Middle East, Africa and Latin America will be 1.6 times the global average, becoming the two major markets with the most development potential. Specific to the market area, TikTok users in South Korea, the United States, and the United Kingdom play the most RTS games, while TikTok gamers in the Japanese market prefer MOBA.
3, optimize the form of advertising, effectively connect TikTok users: TikTok users for different types of advertising more acceptance, especially interactive advertising, brand stories, users on the advertising creative requirements are getting higher and higher, the positive feedback of interactivity is also more prominent.
4. Fully mobilize the self-propagation of the "player creation era": In addition to the regular game promotion, game manufacturers should combine the content creation habits of platform users when doing content marketing, and drive players to participate in activities to create content. Realize the content ecology of game manufacturers and players, and marketing platforms.
5. Directly attack the Southeast Asian market and strengthen the degree of publicity: Inspired by the data of the "White Paper", the RPG market space in Southeast Asia may be far from saturated. Manufacturers can increase the publicity of RPG products, and conquer the minds of Southeast Asian players by increasing content highlights and increasing the sharing activity of players' social platforms.
6, drive user growth, enhance user activity: for game developers, the game market is hot, the competition is also very large. To drive user growth, it is particularly important for game advertising to realize revenue and user activity, and promotion and drainage have become the main breakthroughs.
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