In 2021, going to sea is a topic that Chinese game companies can hardly get around, and this road of coexistence of opportunities and risks has increased a lot of difficulty along with the globalization of games. If in previous years, we can still rely on the demographic dividend and time to get ahead, then the trend in recent years is the competition of comprehensive ability in the true sense.
From project establishment to research and development, from marketing to long-term operation, every link of the global war is related to the success or failure of the overall situation. In this context, the urgent problem of transformation and change is placed in front of Chinese game companies.
Chengdu is a very typical city in terms of game atmosphere, more than 90% of the small and medium-sized game CPs here are silently making products, including some teams that have contributed hundreds of millions of blockbusters to the Chinese game market, and now the CP including these teams actually have a strong demand for going overseas and globalizing because of the changes in the domestic game market.
Experience, issues, cases, ideas, Chengdu game companies may need a strong storm to help the voyage.
On October 20th, under the guidance of the Sichuan Provincial Game Working Committee, the Yi World CP Aggregation Program - Game Developer Salon Chengdu Station was officially opened under the guidance of the Sichuan Provincial Game Working Committee, sponsored by Yi World, and jointly sponsored by Game Tea House and Chengdu Animation and Game Association. Yi World has issued several domestic blockbusters such as "Gold Coin Monopoly", "Merchant Road Master", "I Am a Big Owner" and other domestic monthly flow breaking 100 million, and entered the 100 million-level flow club. As a new pioneer in the overseas and globalization of domestic games in recent years, the overseas version of Yi World's "Syntao Master" "Please! "President" is also a successful achievement in Japan.
In the eyes of the game teahouse, Yi World is not only good at the distribution and operation of high-quality games led by simulated management, but also good at exporting Chinese high-quality games to foreign countries.
Now they not only bury their heads in things, but also empower various partners with the "Yi world CP Aggregation Program" to explore overseas markets together.
The Yi World CP Aggregation Program - Game Developer Salon Chengdu Station invited Cai Hong, head of the game category of Google's New Customer Development Division in Greater China, Song Yang, head of the Chengdu team of AppAnnie's Greater China customer, and Sun Lei, a special researcher of the Internet Rule of Law Center of the University of the Chinese Academy of Social Sciences, and other guests to bring dry technical suggestions to the participants.
01
Pioneering globalization with native products
Pan Xiaoxu, the founder of Yi World, took the lead in sharing on stage. Pan Xiaoxu reviewed three different stages of development of the domestic game industry with the experience of starting a business in the world:
The era of traffic channels
Yishi is the beginning of the aggregation SDK. In an era when traffic was not yet concentrated in giants, Yi World was the first company in the industry to link traffic SDKs with mobile games. Yi World will make various channels into the SDK and connect the upstream games that need to be monetized.
Pan Xiaoxu concluded that the business model at this stage is to eat poor information and use the information gap between upstream and downstream of the industry to make profits. After the subsequent traffic is concentrated to the Internet giants, this business model will not work, and many game boxes will have no traffic.
Buy volume intermodal era
When everyone does not know where to buy mobile games, Yi World is the first company in the industry to buy and issue. Yishi became the first batch of customers of Tencent Guangdiantong, and completed a certain accumulation through the purchase of intermodal transportation.
At this stage, Yishi has built a bridge between traffic and commercialization, and more belongs to the innovation of business models, so that Yishi has seized the opportunity to grow.
Content is king of the times
With the gradual transparency of the market, Pan Xiaoxu soon found that the road of buying intermodal transportation has become more difficult and not easy to do. Thinking bitterly, Yi World decided to incubate some small R&D teams, provide them with financial, R&D, distribution and other aspects of support, and incubate several blockbusters.
Pan Xiaoxu said that at this stage, he defines Yi world as a service provider: he hopes to empower partners with the industrialization ability precipitated by Yi World through in-depth cooperation, and ultimately maximize the value of the product.
A new era of global pioneering
Taking the experience of the overseas version of "Syntao Master" as an example, Pan Xiaoxu summed up two experiences worth sharing. First of all, we must think about the issuance of each region with a global mindset, combine the real needs of the local market and regional culture, and take the road of refined operation. Secondly, establish a mutually trusting cooperative relationship with CP, look at the product with a long-term operation mindset, and create a native culture, theme, gameplay and commercialization of the product for localization, rather than just focusing on the immediate problem of returning the cost. Be "patient, be ahead, and be long-term."
Pan Xiaoxu hopes to summarize and precipitate mature playing styles and experiences based on the understanding of traffic, content and globalization in the past ten years, and share and empower more CP partners to grow together, and ultimately represent China's different vitality and cultural self-confidence in the global market.
02
2021 mobile game trend analysis
Song Yang, head of the Chengdu team of AppAnnie's greater China client, took the stage to share his views on the trend of mobile games going global in 2021 as a professional data platform.
Song Yang first analyzed the trends of several major overseas game markets, made detailed answers to the user habits, consumption situations, and cultural backgrounds of several major markets such as the United States, Japan, and South Korea, and talked about some detailed changes in recent years. Song Yang also shared the status of several vertical categories, such as merger elimination, although the magnitude is not the head, but there are regional opportunities; although the team RPG is the second largest category in the world, the proportion of Chinese companies is very small.
In general, the data on the market is generally good, and there are still opportunities for user dividends in some categories where Chinese CP is not particularly good at, and future games can be more patient to study these tracks when they go to sea.
Song Yang suggested that Chinese game manufacturers need to do a good job of market research, tap players' game preferences, and seize opportunities in subdivided categories. For example, the game of the merger elimination category has a wide applicability and a large market improvement space. 4X SLG is the advantage of Chinese manufacturers, and the innovation of themes and gameplay can enable this old category to find new growth points. In the face of increasingly fierce competition in overseas markets, the idea of Chinese manufacturers to achieve breakthroughs lies in finding a breakthrough in the integration of gameplay or themes by deeply grasping the preferences of target players.
03
Southeast Asia, Europe and the United States game material localization ideas
Lawyer Sun Lei, a special researcher from the Internet Rule of Law Center of the University of the Chinese Academy of Social Sciences, talked about some "pits" in the game of going to sea from the perspective of policy, folklore and localization. Take Japan as an example, "Hara God" modified the sabre action to make players at home and abroad praise the details of Miha's tour, while another two-dimensional game encountered player inflammation because of the wrong use of shrine materials, which actually means that everything must have a degree, and the expression is based on the background of differentiated history and religion, and we should also pay attention to the problem of excessive exposure and scene setting.
04
Analysis of the trend of mobile swimming to the sea and essential tips
Cai Hong, head of game categories in Google's New Customer Development Division in Greater China. Cai Hong analyzed the T1 level of the overseas market, from the perspective of channels, Japan's game channels are the least, pay more attention to your exploration of player psychology and interaction; South Korea has many channels, player stickiness is relatively low, in most cases will show great interest in the current market popular games; American players care about the publisher's brand.
Subsequently, Cai Hong focused on Google's new delivery tool AC, hoping to help overseas manufacturers buy more effectively.
05
"New" thinking under the tide of going to sea
After the sharing of four industry experts, the Chengdu Station of the YI WORLD CP Aggregation Program - Game Developer Salon also conducted a roundtable forum discussion around the current theme of going to sea, and Li Zhen, head of yi world business, Yu Xiang, founder of the independent overseas cooperative, Google Cai Hong, sun Lei, lawyer Sun Lei and zhao Chenxing of the game tea house exchanged "new thinking" on going to the sea.
Several guests believe that the current overseas market competition is fierce, and there is also a situation in which Chinese manufacturers are "rolled in" overseas.
Starting from the analysis of the large region of going to the sea, Google Cai Hong suggested that overseas manufacturers observe overseas market segmentation opportunities, such as the rise of female users and non-game users.
Yu Xiang, founder of the Independent Overseas Consortium, suggested that CP should also have a distribution mindset to maximize the value of the product.
Taking "Please, President" as an example, Li Zhen emphasized the need for in-depth research on the target area and re-establishment of the project for localization in order to do a good job in overseas distribution.
When mr. Sun Lei talks about cultural output, he believes that the primary task of Chinese manufacturers at present is to establish a manufacturer brand, accumulate a large enough user base and product influence, and then combine Chinese cultural symbols to achieve cultural output.
06
Under the change of industry environment, the CP aggregation program is particularly valuable
Recently, the external environment of the game industry has changed greatly, and many game manufacturers have complained to the game teahouse that games are difficult to do. In the face of fierce domestic competition and limited movements, these manufacturers have also set their sights on overseas markets, but they do not know where to start.
Small and medium-sized game CPs often lack the vigilance of games going to sea, and at the same time, because of the focus on research and development, they miss the information gap caused by the ever-changing market, and fundamentally lack a comprehensive general goal and direction.
In this context, the "CP Aggregation Plan" proposed by Yi World is particularly valuable.
Yi world clarified the three core competitiveness of the current company. Issuance and intermodal transport are both yishi world in the past, in this regard, yishi has accumulated a lot of experience, intermodal + issuance parallel has always been the core strategic direction of yishi. In the new era, Yishi is willing to empower these accumulations to small and medium-sized CP teams in an incubation way and grow together.
In the era when content is king, the premise of publishing good games is to discover good products, from project establishment to research and development to tuning and launching and refined long-term operation, today's incubation pays more attention to the overall supporting services. Several of the success stories mentioned above are actually representative products under the Yishi Incubation System.
Specific to the details, the YISHI CP aggregation plan can provide tens of millions of incubation funds for a single game project, and provide project analysis, work polishing, test tuning, release plan, publicity strategy and other game life cycle services in the accompanying mode of the project team, and I believe that the majority of small and medium-sized CPs with overseas needs will be interested in talking in detail.
The domestic game industry is developing rapidly, and there will inevitably be some stumbling blocks in the process. The overseas market is vast and still growing, which is a new opportunity and a new challenge for domestic game manufacturers.