The Thailand Game Show (TGS), Southeast Asia's largest game exhibition, officially opened today, with HUAWEI AppGallery joining forces with Tencent, Tianyou and 4399 and other game manufacturers to jointly hold the "Ragnarok Origin" Odin Cup Asia-Pacific Finals on October 21. During the same period, the Huawei Game Industry Salon Thailand was successfully held, and Huawei Game Center, together with partners such as Happy Entertainment, efun, and Ampverse, discussed more business opportunities for games to go global in the Asia-Pacific region.
The growth of the mobile game industry in Asia Pacific is promising, and localization is crucial
In recent years, as the most dynamic growth belt of the global economy, the digitalization process and digital economy activity in the Asia-Pacific region have attracted attention, and it is expected that the digital economy will show a stable growth trend in the next five years, coupled with the regional demographic dividend, regional policy support, young gamers and a relatively high proportion of mobile games, the growth potential of the game industry in the Asia-Pacific region is huge.
According to a report from market research agency Newzoo, the global gaming market is expected to reach $300 billion in 2023. Among them, Asia is the largest game consumer market, with a market share of more than 50%. According to the "2023 Global Mobile Game Industry Development Status and Market Size Analysis" released by the Prospective Industry Research Institute, the Asia-Pacific region is also the region with the largest number of mobile game users, reaching 1.471 billion people, accounting for more than 50% of the world, and the Asia-Pacific region has become an indispensable part of the global mobile game market. At the same time, in the face of the large differences between the mobile game ecology between China and major countries and regions in the Asia-Pacific region, such as the diverse language and cultural system in Southeast Asia, local laws and regulations, etc., the cultural barriers caused by cultural differences have caused many games that are enthusiastic to go overseas to encounter "water and soil", how to ensure that the products meet the local market demand and user preferences, localization is crucial.
In this regard, Wu Hao, CEO of Huawei Interactive Media Corps and President of Huawei Device Cloud Service Interactive Media BU, said: "The game center has three unique advantages: global user coverage, full-scenario innovative experience, and localized operation services, and we continue to build a better choice for developers and partners to distribute games globally. ”
Traffic integration and two-end distribution, reaching hundreds of millions of users around the world
Up to now, Huawei Game Center has more than 230 million gamers around the world, covering all domestic game overseas target regions, including Asia Pacific, Eurasia, the Middle East and Africa, Europe, Latin America and other countries and regions, through the application market AppGallery and Game Center GameCenter with more than 580 million monthly active users around the world, and integrates Huawei media client traffic such as Huawei Video, Huawei Music, Huawei Reading, Huawei Themes, and Huawei Browser. Achieve hundreds of millions of exposure and reach, and better tap potential user conversions.
Taking eFun as an example, many games such as "Sword World 3" and "BLEACH" have brought tens of millions of exposures through double-end screen opening, homepage banner and other resource positions to push reservation benefits, exclusive gift packages and other reservation launch activities, among which the Thai version of "Bleach Bleach" made a comprehensive breakthrough in the launch of the whole network channel such as Huawei Game Center, setting a record high in the history of efun in the Thai market.
According to reports, 28 of China's top 30 overseas manufacturers have joined Huawei's overseas game ecosystem, and 26 of the top 30 overseas games in emerging markets have reached cooperation with Huawei Game Center, and Huawei Game Center has achieved continuous growth with partners, and the cumulative revenue of partners has increased by more than 70 times.
Local refined intermodal transportation to ensure long-term game operation
In addition to building basic capabilities such as multi-channel payment and compliant operations, Huawei Game Center has laid a solid foundation for long-term operation and commercial success of high-quality games based on localized operation teams, online operation resources, and unique offline store advantages. Huawei Game Center proposes a four-in-one three-dimensional business strategy: through content recommendations, promotional activities, communities, and events, refined user operations, integration of KOLs, online operation resources, offline stores, large-scale exhibitions, and other promotion and exposure, expanding new users, further tapping the value of existing users, increasing user activity, and developing core paying users.
Taking Happy Interactive Entertainment "Ragnarok ROO" as an example, it obtains large-scale exposure through a series of activities such as reservation lottery in the first release stage to attract players' attention; Combine marketing and promotion with important regional festivals, and reach multi-circle users through online KOL promotion and offline water splashing activities to promote conversion during the Songkan Festival; During the cooperation period, Huawei's payment channel turnover exceeded US$10 million per month. In today's TGS, "Ragnarok ROO" also brought wonderful interactive experience in the HUAWEI AppGallery exhibition area, and on October 21, Huawei Game Center will jointly hold the "Ragnarok Origin Global Odin Cup" Asia-Pacific Finals, bringing players a fierce and enthusiastic e-sports experience, strengthening communication and interaction with gamers, enhancing the influence of the game, and promoting user activity and conversion.
In addition, during the TGS, Huawei Game Center also organized a visit to the True5G Pro Hub, a local operator e-sports venue, to let game partners learn more about the game ecosystem in Southeast Asia, the Thai game industry and player insights, and the success stories of games such as Pokémon Go. Huawei Game Center helps developers go deeper into overseas markets through overseas trips and formulate more appropriate strategies for their games going global.
Diversified incentive policies to accelerate business success
Under the general trend of games going global, commercial monetization is an important driver and goal for developers. Huawei Game Center provides a variety of incentive policies, including incentives for new game launches, revenue increase plans for high-quality games, diversified joint promotions, and IGA incentive programs, and has formulated a VIP system for overseas expansion, bringing more business growth opportunities for developers and promoting the business success of ecosystem partners.
Taking the premium game revenue increase plan as an example, this is also the first game overseas incentive plan proposed by Huawei Game Center for partners. For high-quality games that plan to go overseas, we provide partners with special KOL promotion, targeted drainage of community users, offline exhibitions and other augmented and customized brand marketing activities, localized event services and game market research and investigation, local game industry enterprise cooperation and other emerging market expansion channels. Inspired by this program, Huawei Game Center and Happy Interactive Entertainment Program will build the Ragnarok Origin Global Odin Cup into the No. 1 MMO event in Southeast Asia, enhancing the influence of games, promoting user conversion, and payment growth.
Huawei has always been consumer-centric, technology-oriented, and continuously invested in technological innovation to bring consumers a higher quality user experience. On the one hand, Huawei Game Center leverages the technical advantages of software and hardware synergy to work with developers and partners to jointly innovate and enrich game scenarios and gameplay experiences. On the other hand, through strong traffic integration capabilities and providing localized services for partners, we will give full play to the respective advantages of both parties, explore more business opportunities, explore more blue ocean markets, and bring more Chinese high-quality games to global users and players.