China.com Technology, December 18 (Reporter Shan Zhengyu) In 2023, the game overseas market will still be competing. Compared with the high concentration of the domestic game market, the fragmented global market has given more opportunities to small and medium-sized game companies. Especially in Japan, South Korea, Southeast Asia and other places, it seems to have become a must for Chinese mobile games to go overseas.
So how to use cutting-edge technologies such as digital marketing to help enterprises go overseas with high-quality development?This is not only the focus of attention of major game companies going overseas, but also a problem that needs to be solved urgently in China's game industry. The experience and market insights accumulated by foreign companies in this regard are also of great significance for Chinese game companies to explore the overseas market.
On December 14, at the 2023 China Game Industry Annual Conference Game Overseas Innovation Model Forum, TL Global CEO Jack Zheng believed that technological upgrades and innovations will inject new increments and opportunities into the cloud gaming experience. At the same time, when new digital momentum is injected into game marketing, the efficiency of overseas game distribution will also be greatly improved.
It is necessary to improve the efficiency of game publishing and find new increments.
According to public information, TL Global is a comprehensive cultural service provider for the global market, and has accumulated rich and mature practical experience from game development, publishing to online promotion. In Jack Zheng's view, as the cost of acquiring traffic for game companies in overseas markets increases in 2023 and the revenue decreases, the competition in the game market will intensify in the future.
According to reports, the "2023 State of Game App Marketing Report" released by AppsFlyer shows that during the period from Q1 2021 to Q4 2022 as an example, Apple's iOS side CPI (cost per install) increased by 88%, which means that game manufacturers need to spend nearly double the money to acquire a new user.
As a result, in the past, games went overseas by relying on "buying volume (buying traffic by spending money)" to increase new users in the form of advertising, which is no longer a necessary option for small and medium-sized game manufacturers. But after all, overseas is a big market with 3 billion players, which is one of the reasons why many game companies choose to go to the international market. Therefore, in the future, the scale of China's mobile game market will continue to rise, and it is expected to reach 2283 by 2026800 million yuan.
However, Jack Zheng believes that in terms of market segmentation, the characteristics of mobile game users in South Korea and Japan are different, and China's mobile games should focus on tapping local demand and optimizing mobile games from the aspects of game types and themes.
At present, the profit model of the mobile game industry can be mainly divided into two types: product and traffic monetization, with game recharge and advertising monetization as the main channels. Jack Zheng pointed out that with the enhancement of the cloud gaming experience brought about by technology upgrades, problems such as lag, latency, and screen loss have been improved, which in turn will drive user growth and willingness to pay. At the same time, as the community operation effect is becoming prominent and injecting new momentum into game marketing, it will also greatly improve the efficiency of game overseas distribution.
Jack Zheng said that more and more vendors will participate in the incremental market brought about by breakthroughs in cloud technology and business models, and this is a key incremental opportunity in the future when the traditional growth mode is gradually understood. And in the case of an increasingly difficult market environment for buying volume, mini games and cloud games that are relatively unpopular and have lower promotion costs will have more opportunities to break through.
The South Korean market still has a lot to offer.
In addition, when talking about the trend of the Korean game market, according to Jack Zheng, the global game market size in 2022 will be 203.1 billion US dollars, and South Korea will account for 4% to 76%, and the market ranking jumped to the top four. The reason why the gaming industry is focusing on the Korean market is that the Korean mobile game market covers a wide variety of new games, and the market is still vibrant.
Marketing may be one of the most important dimensions to enter the Korean market", Jack Zheng believes that Chinese game manufacturers going overseas to South Korea will be less difficult than other markets in terms of monetization. Korean gamers are familiar with the paid model, and they have a high degree of freedom to send money in the Korean market, and at the same time, they are not low in terms of game restrictions. In South Korea, the industry with the highest level of experience and understanding in the world is relatively global, and even if Chinese game manufacturers launch independent games in the future, they will be able to take advantage of the opportunity to directly enter the global market.
According to the data, Chinese game products currently account for more than 60% of the revenue ranking of the Korean game market and foreign production revenue. Among them, the type of game with a higher payment rate and a longer period of time in South Korea is RPG. However, Jack Zheng emphasized that there are many independent game development teams in South Korea, and with one or two developers or individual developers, there are also opportunities to make some mini-games, and there are also opportunities to launch them on Korean platforms.
According to the relevant information, TL Global's biggest advantage in the Korean market is to help Chinese game companies achieve localized operations in South Korea, Japan, Southeast Asia, Russia and other overseas markets. Especially in the Korean market, TL Global can help Chinese companies directly launch game products in accordance with Korean compliant content and provide corresponding technical support.
Jack Zheng said that the global trend is AI, and now players are using AI to analyze, advertise, and monitor at any age, region, time, and even payment rate. In terms of accelerating the high-quality development of the game industry, and improving the strength of the digital economy and digital culture, we hope that TLL Global will become a business partner for everyone.