How can overseas games be successful in the Chinese market?

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At the 86th annual Academy Awards ceremony, Disney's animated film "Ice and Snow" with excellent box office results and good reputation, successfully won the "Best Animation Long film" award. And in this award of the 5 animation film, "Ice and Snow" and "God Stole Milk Dad 2" of the same name adapted hand tour has been introduced in the powerful film IP, the promotion of two of the hand tour download performance is very bright eye.

Hollywood's charismatic people know that having a High-profile film IP is a sharp weapon for North America to travel into the Chinese market. For example, by Gameloft development of the Parkour game "God steal milk Dad: small yellow people run" January since the popularity of high, only 360 mobile phone assistants to reach 20 million downloads, the comprehensive score reached 8.1 of the high score, it is reported that the monthly water million.

Although many foreign hand tour boutique, but not every one of the hot products in foreign countries to enter China can reap success. The following author to "God Steal milk Dad: small yellow people run", such as hand tour for example, a brief analysis of foreign hand tour in the Chinese market to win the elements.

Top of the list

In iOS, for example, the App Store list has the ability to snowball and compass, not only to guide players to download, but also to attract media attention. In the US, the App Store has a stronger media effect. "God Steal milk Dad: small yellow man run" in the United States online six months, iOS and Google Play's download ranking has been maintained in 15 and 10, the continued high popularity of the player to attract media attention to the domestic players to accept the game has a big push. So ranked in the North American hand Tour list of the forefront of the game, into the domestic market, has a greater advantage.

Game type appropriate

Mild casual games are the most "universal" type of game, such as foreign big hot screen, triple elimination, parkour games, the introduction of a great opportunity to succeed. "Ice and Snow" and "God Steal Milk Dad:" Small yellow people run fast "all choose to make a light game, the reason is so."

The heavy game aspect has the exquisite, can adapt to the slight operation, but still maintains the heavy game the uniqueness. Heavy games require a wide range of user coverage, short-sighted operations and excellent product content, because players spend more time in them, the inevitable consumption amount will be increasing, so the heavy game often means high ARPU value.

Have the viral spread value

Viral transmission, as the name suggests, refers to the online word-of-mouth between players, and now developed social media also provides a good carrier for viral transmission. This quality is not every game has, but once it has, its explosive power is amazing. "The God steals the Milk Father 2" the movie "The small yellow person" expression in QQ, the micro-letter, the micro-blog and so on social media is very popular, its viral dissemination has formed, this to the same name game promotion has played the very big promotion function.

Due to cultural differences, the game and the quality of the reason, the general can produce "viral transmission" effect of the game, mostly from abroad, "Draw something", "Flappy Bird" and other foreign "topic" Game of the popular full proof of this.

Big Marketing

Big marketing seems to be more "clumsy" approach, but in the fierce competition in the domestic market, want players in the thousands of games to notice you, hit the publicity can indeed receive results. A week after the Yellow man landed in 360, the Chinese hand tour carried out the distribution of the product in other channels, at the same time for the game put a lot of promotional resources, including in China as a single month under the media 20 million, advertising video covers the whole country 58 City Subway bus, are "God steal milk Dad: Yellow man run" An important condition for success.

Operation of grounding gas

With only a single app store, GooglePlay and other application channels, the domestic hands of hundreds of channels, light and these channels docking and good relationship is a complex knowledge. In addition, each channel corresponding user groups have characteristics, need to develop different operational strategies for these features, in short, is "localized" work well done, so that players feel the game "grounding gas." In the past, a large number of High-quality hand tour has also launched a lot, but foreign businessmen lack of understanding of the domestic market, coupled with the lack of experienced distributors, so most products are shining immediately after oblivion.

In fact, the above five elements, are inseparable from the "distributor" shadow. Chinese hand tour as China's largest hand tour distributor, the first in March in San Francisco 2014GDC (game Developers Conference) debut, took to the latest two independent IP masterpiece "the Hero: The War of the World" and "The Blade of the hero: the Last battle." and shouted out "to find excellent suppliers, together to create a product worthy of discussion" slogan.

For the introduction of overseas games, China's hand tour president Chong has his own unique insights: the U.S. and Europe Hot hand tour is not necessarily suitable for China. The most important thing is that the game is too big, 60% of mobile phones in China will not accept this game, if you want to let the European and American best-selling game in China to succeed, the most crucial thing is to do a good job localization, language and game packages should be based on the domestic market improvement, grounding gas. In addition, to analyze the target country crowd play and art style, do their best to do their own good quality. A good hand tour, retention rate is important, the user life cycle value is important, the game's life cycle is more important.