In 2023, going overseas is still a path worth exploring for Chinese game manufacturers.
As manufacturers' R&D strength is gradually recognized by the global market, mobile game products continue to break through in overseas markets, and marketing methods continue to change, this year's overseas journey is bound to be full of innovation and challenges.
To this end, the Vast Big Data Research Institute, Diandian Data and OpenMultimedia jointly released the "2022 Global Mobile Game Marketing White Paper" (click to read the original article to get the full report), the following are the key contents of the report:
01 The competition in the mobile game market has never cooled,
The power point turns less and is fine
From the perspective of global mobile game marketing trends, the competition has never cooled, and the marketing focus has shifted to high-quality and novel materials.
Among them, the number of quarterly advertisers increased by 17.5% year-on-year, and quarterly creative decreased by nearly 16% year-on-year, while more than 90% of advertisers launched new materials every quarter, with an average increase of 3.82% over last year. The material began to take the less and refined route.
From the perspective of type, the proportion of casual advertisers increased significantly by 2.94% compared with last year, and the proportion of simulated and casino advertisers increased by about 0.9% compared with last year. In terms of materials, casual materials still account for the largest proportion, and it is also the game type with the most obvious increase, accounting for a total of 22.69%, an increase of 4.74% over last year. In addition, the proportion of most types of material has decreased significantly.
In terms of regions, North America still maintains the highest monthly average advertiser position, and Hong Kong, Macau, Taiwan and Southeast Asia have higher monthly creative volume than the global average.
02 Chinese overseas manufacturers occupy the world
Nearly 40% of the TOP list
In 2022, [Candy Crush Saga] topped the App Store's annual mobile game revenue list, Coin Master topped the Google Play Store revenue list, and [Subway Surfers] topped both the App Store and Google Play dual store download list.
The most popular mobile game on iOS is "Coloring Book!", and the Android side is "Jackpot World™ (Daifuku Casino)".
As far as the influence of social media is concerned, [Genshin], which frequently appears in hot searches and short-term high-frequency linkage, is a well-deserved top stream; In addition, there are also [PUBG], [Fifth Personality], [Shining Warmth] and other products on the list, and at the same time, compared with the well-known head products, the waist products in the list have relatively more room for improvement.
03 RPG blooms, leisure to look for old IP
In 2022, the total downloads of RPG mobile games increased by about 4.76% year-on-year, and the estimated revenue fell by more than 13.06% year-on-year. Among the TOP 10 download lists, Mihayou's [Genshin] became the TOP 1 with more than 56.16 million downloads.
In the RPG category product download list, there are not only classic big factory IPs such as [Diablo: Immortal] entering the game, but also [X-HERO] that relies on the "dog head" to turn over and rise, and even [Hair Dye!] that topped the Google Play download list with its scissors.
Similarly, the one who won the top 1 RPG mobile game revenue is also [Genshin].
From the marketing level, the absorption of hyper-casual sub-gameplay has formed a routine, and Xiuxian themes, cards, and MMO products have been steadily exported to the Southeast Asian market.
In the second half of 2022, the total number of RPG advertisers increased by 18.3% month-on-month, with new creative placements in August and November being the strongest. From the perspective of region, the top 3 popular markets are Hong Kong, Macao, Taiwan, Japan, South Korea, and Southeast Asia. In the top 10 list of RPG mobile games, Glacier Network's card RPG product [Epic Heroes] is the highest number of advertisers after deduplication in 2022.
04 The United States still has increments, and Southeast Asia needs to be developed
Overall, there is a large player growth dividend in Southeast Asia.
India has the highest DAU, but the shrinkage is also relatively severe. In contrast, the US DAU performed better, ranking second in terms of player volume and first in growth, and is expected to grow further, surpassing India.
Japan's game DAU also grew rapidly, the same as the United States, both at 5%, and Indonesia, Thailand, the Philippines, and Malaysia all achieved user growth.
Among them, in the US market, the annual growth of daily active users of adventure, cards, text, sports, and puzzle categories exceeded 15%, of which adventure games with an increase of 42% were the most, and the main growth games were [Roblox] [Township] and [Survivor.io].
From the 2021~2022 US mobile game in-app purchase revenue chart, the four categories of puzzle, RPG, casino, and leisure have achieved revenue growth, of which leisure revenue has grown the fastest.
At the marketing level, more advertisers are entering the US market, but the creative performance is more conservative.
The number of advertisers in Q1 this year decreased slightly, but the general trend is still on the rise. From the perspective of the number of advertisers in the cast, the four categories of leisure, puzzle solving, simulation and action have all improved differently, among which leisure advertisers have become TOP 1 with a proportion of 30.28%.
05 From the pull ring to the dog's head, the iterative process of the material is launched
2022 is a year of frequent mobile game explosive marketing events, taking the famous [X-HERO] as an example, since its update of the dog head ICON, RPG officially set off a line drawing dog head buying boom.
In the boom of dog head purchases, the marketing strategy of SLG manufacturers presents a four-step strategy of imitation, iteration, deconstruction, and innovation, and more attempts are carried out according to the keywords of sub-gameplay. The sub-gameplay once again "rectified" the purchase volume, and game manufacturers experienced the transition from the era of pulling rings, the era of climbing towers, the era of dogs' heads to the era of bullets.
06
epilogue
Overall, the total number of new overseas game launches has decreased in 2022, but the total number of overseas products downloaded and sold in many overseas countries has increased, and the proportion of game revenue in overseas markets continues to increase.
Although the challenges have not diminished, 2022 is still a year of hope, and I believe that 2023 will also be a year full of opportunities.
Click "Read More" to get the full report.
Game Grape Recruitment Content Editor,
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