Go to sea mini-game, it's out!
According to the list of "Top 30 Mobile Games in China by Revenue in March 2024" recently released by Sensor Tower, overseas mini games have become a bright presence in the list.
Among them, the overseas revenue of "Legend of the Mushroom Brave" increased by 63% month-on-month in March, winning the champion of overseas mobile game revenue growth and ranking third in the revenue list.
Since the end of last year, this mini game has repeatedly topped the best-selling iOS mobile game list in Hong Kong, Taiwan and Japan. In early March, it launched in English and Vietnamese, and topped the iOS download charts in the US, France, Germany and other markets on its first day.
To summarize its successful methodology, in addition to saturation delivery, rich gameplay experience, localized marketing and other playing methods, 4399, the producer of "Legend of the Mushroom Brave", has also established an official community in operation to strengthen the fission and communication effect of the user community.
As one of the earliest game manufacturers to go overseas, 4399 knows how to adjust the operation strategy of its products according to the market and users, and also provides a successful example for the majority of overseas developers. For more best practices for going overseas, please visit [Rongyun Global Internet Communication Cloud] to obtain
1. The whole ecology, a shortcut to unlock "new scenes".
In recent years, popular mini-games are no longer limited to traditional match-3, chess and cards, etc., and more medium-to-heavy mini-games such as SLG, MMO, and shooting have become active.
This also means that, unlike the previous "play and go" light user interaction characteristics, the active communication between manufacturers and users, and the social interaction between users have become important.
4399 adopts the method of strengthening the official community operation to interact with players, which is not only a means to enhance the stickiness and attractiveness of the game, but also a good way to capture the psychology of local users and adapt to the needs of different regions in the process of going overseas.
In fact, many professional and vertical forum communities have very strong vitality, such as the game and animation community Saraba1st, the player community of World of Warcraft, and the Miyou Club of miHoYo.
Users in this type of vertical community gather together based on common hobbies, and most of them have the ability to output content around hobbies. If you want to maintain the vitality of the community, you need to create a good ecosystem that encourages users to continue to express themselves, and real-time communication and unlimited user concurrency are the key.
In other words, the vertical community needs to have a large number of user carrying capacity to support a large number of users chatting online at the same time, and maintain the sustainability of content output and community activity.
While meeting the real-time communication needs of a large number of users, the vertical community also needs to achieve topic separation in order to facilitate the precipitation of content. Taking the game community as an example, finding players to play together, sharing games, discussing tactics, and official operation notices of the game all need to not disturb each other in order to have a healthy community ecology.
A large game community, which has become popular recently, is popular with players because of the above characteristics. Behind it is the PaaS product "super group" created by Rongyun for building vertical communities, which has the characteristics of unlimited members and a three-layer product architecture of "server-channel-sub-area", which can support smooth real-time communication among a large number of users.
Source: iResearch "Global Internet Communication Cloud Industry Research Report"
In addition to the game community, today, when "hitchhiking social" has become the mainstream social mode of young people, the operation of interest communities such as cartoon animation, doll figures, and Hanfu Guochao are all natural adaptation fields for super group products. In the vertical community, users can make friends and interact around their interests and accumulate diversified content, and developers can use the community to better connect with the target audience and deeply explore user needs.
Source: iResearch "Global Internet Communication Cloud Industry Research Report"
In the field of social networking, community products have actually been around for a long time, from BBS, Tianya, Tieba to the current interest community, behind the change of product form is the generational change of users and the evolution of social preferences.
The same is true of AI social, which has become the "favorite" of the market and users since last year, and chatbots built on IM dialog boxes have the potential to change the objects and paradigms of human social interaction. Rongyun has already opened up the mainstream large model in the developer background, supporting developers to quickly access Azure OpenAI GPT, and realize specific AI roles through Prompt, enriching product gameplay and improving the thickness of experience.
Driven by this change, Rongyun's product matrix has been continuously enriched, and its service methods have also continued to innovate. From basic and extensive business social networking, to live broadcasting, chat room, and even AI social networking, Rongyun has launched scenario-based solutions to support developers to build ceiling product forms in one step.
When the context switches to the global field, in addition to product professionalism and technical ease of use, developers also face problems such as ecological components, local resources and contacts, and transnational services. Comprehensively considering and providing one-stop services for different businesses in different markets is also the meaning of the scenario-based solution of Rongyun.
2. Localization, the solution idea of "new level" to go to sea
As going overseas has become a common choice for enterprises, the competitors of overseas business have become more diversified and the competition has become more intense.
It is no longer realistic to copy the proven models and products in China overseas, and strive for a foothold or even make a lot of money. Because the market is complex and diverse, culture, language, law, and even the size of the user's finger can affect how business is conducted.
For example, developers going overseas in the Middle East may know from the beginning that writing habits in the Arab world are right-to-left, which means that the product UI needs to be logically refactored.
And dig deeper into it, and you'll find more hidden pits. In terms of basic network, two users who are only 10 kilometers apart may face a huge difference in the network environment; the fingers of the Saudis are generally wider than those of the Chinese, and if the UI is too small or too dense, it is easy to cause users to make mistakes in the poor experience.
These are the key factors that can affect the user experience, not to mention that users in different markets are still full of differentiated needs in product functions.
According to iResearch's "2024 Global Internet Communication Cloud (IM+RTC) Industry Research Report" (hereinafter referred to as the "Report"), domestic communication products usually have a variety of gameplay, bundled with personal space, mini games, short videos and other gameplay, and are compatible with work relationships and stranger socialization, while overseas communication products are usually lighter, focus on communication, and focus on user experience to carry out functional layout.
Source: iResearch "Global Internet Communication Cloud Industry Research Report"
In order to more accurately hit the needs of local users, it is first necessary to break the inherent cognition shaped by domestic social products. This is a challenge for developers going overseas, and it also drives service providers to iterate on their products.
According to the report, when choosing a service provider, overseas applications should focus on their ease of use and flexibility at the product level.
Source: iResearch "Global Internet Communication Cloud Industry Research Report"
In this regard, in addition to providing multiple scenario-based solutions that include the whole ecosystem, Rongyun also has a highly open interface design and flexible and adjustable interface call frequency limits, giving developers a high degree of customization capabilities to meet complex business needs and iterative scenario requirements.
Based on the experience of extensive practice, Rongyun continuously improves the ease of use of the product. At the same time, Rongyun provides sufficient customization and configuration options, taking the entire interface and each component as a unit module, giving the freedom to rewrite the interface to developers to meet their personalized needs to the greatest extent.
Overseas games have been updated, and new levels and more fierce competition require stronger localization capabilities. For the current global application, the so-called going overseas is not only to find new growth points, but also to temper its competitiveness and adaptability in different markets around the world.
However, in any case, it is still the only correct path to quickly integrate into the local market and adjust products and innovate business formats according to differentiated needs.
It is true that there is no silver bullet when applying to the sea, but finding a reliable partner can reap the effect of twice the result with half the effort.