When it comes to cultural going to sea, most people think of tea, ceramics, silk or the increasingly prosperous domestic film and television works. However, in recent years, domestic games have also begun to take on the heavy responsibility of cultural dissemination overseas. Among them, the most representative domestic game "Original God" was listed as a key national export project by the Ministry of Commerce. The popularity of domestic games overseas has further expanded the influence of Chinese culture. The comprehensive section of Vlog China also selects some game content, which has been updated for five issues so far, involving games such as "Pubg Mobile", "Original God", "Fireworks", "Shadow Torch City" and so on. It includes three major types: raiders, derivatives, and reviews. In this article, I will talk to you about the performance of Chinese game short videos overseas.
The traffic of "Original God" is much higher than other games
First, let's look at the cumulative playback data of Vlog China's five game content.
PUBG MOBILE Game Tips Cumulative Plays: 0
"Why domestic horror game fireworks are highly acclaimed" cumulative playback: 21
Game Review: Shadow Torch City Cumulative Play: 15
Guess Who I Am? Proto-God Cosplay cumulative playback: 11493
"Original God Beginner's Guide" cumulative playback: 4413
From the above data, it can be seen that "Original God" performed best in the game video, and its playback volume far exceeded that of other games. Compared with other game videos released by Vlog China, "Original God" has the highest popularity overseas. In 2021, the overseas revenue of "Original God" has reached 1.8 billion US dollars, steadily occupying the top spot of domestic games in the sea. On Twitter, its popularity even overwhelms a series of established games such as Final Fantasy and Apex Heroes. It can be seen that the huge traffic gap between "Original God" and other games is due to the difference in the player base.
Game derivative video dissemination is better than game guide
In addition to the differences in the player base of other games, there are also traffic differences in videos belonging to the same "Original God". Game spin-off video "Guess Who I Am?" The number of plays of "Original God Cosplay" is higher than that of the "Original God Beginner's Guide" of the Raiders category, and the difference between the two is about 2.6 times. Why is the spread of game derivative videos better than traditional game guides? There are two reasons for this.
Platform dividends
Game derivative videos are different from game guides, the latter video content is often more rigorous, will be each game step as complete as possible to present, which makes the raider video often longer in the film. Game derivative videos do not have this problem, whether it is the cosplay mentioned in this issue or other videos such as plot appreciation, you can control the length of the film in a shorter range, so as to cater to the current video platform to strongly recommend the mechanism of short videos.
Take the English channel of the YouTube platform as an example, "Guess Who I Am?" The film is 18 seconds long, and the traffic source recommended by the system accounts for 92%, while the active search traffic accounts for only 3.4%. The "Original God Beginner's Guide" is 1 minute and 30 seconds long, and the active search traffic in the traffic source accounts for 100%, and there is no system recommendation traffic. It can be seen that game derivative videos cater to platform policies and gain more traffic with the characteristics of easy compression of time.
Highly interactive
Game derivative videos are more topical and easy to stimulate interaction with the audience; most of the raider videos are biased towards the technical flow, and after the audience answers their own doubts, they will not have too strong interactive interest. Some time ago, the original god officially released the plot PV "Goddess Split View" with exquisite videos and excellent music, which triggered a phenomenon-level imitation cover overseas, which also proved that the game derivative works are more interactive.
Back in the Vlog China media matrix, Guess Who I Am? The original god cosplay video received a total of 75 comments, and received a large number of comments on english, Spanish, Indonesian and other channels, and the audience said what they thought the answer in the comment area, and the interaction was highly interested. The "Original God Beginner's Guide" only received 29 comments on the TikTok German channel, and its content was mainly based on expressing gratitude after reading the guide.
It can be seen that the audience's willingness to interact is more inclined to game derivative videos. As an important basis for platform recommendation, it is not surprising that the attention of such videos is higher than that of raider videos.
It is foreseeable that under the benefits brought by head games such as "Original God", domestic game companies will continue to try to go to sea with their works in the future, and the game short video market also has greater room for development.