How does the domestic game enterprise carry on the global layout?

In the domestic competition for a Red Sea, the product homogeneity of the serious, lack of IP resources today, domestic hand tour manufacturers how to open up the second battlefield? The answer is the distribution of globalization. But for domestic manufacturers, the lack of experience and information asymmetry often make this idea become "castles in the castle," then for domestic game enterprises how to carry out global layout?

One, what kind of game is suitable to take the global distribution road?

1. From the point of view of the market, single machine leisure products suitable for the Southeast Asian market

According to the relevant data forecast, 2015 Southeast Asia market overall size is expected to reach 40% of the Chinese market, whether the download or income, has reached a high level, worthy of the attention of practitioners. From the game type, the current Southeast Asian player's preferences and two years ago the basic similarity of Chinese players, single game is Southeast Asian players favorite.

2. From the point of view of the game type, the global distribution of mild games is ripe, medium and heavy future can be expected

For the moment, the global distribution of mildly casual game types has proved to be feasible. For example, "small yellow people run fast", "Fruit Ninja", "Angry Birds", such a mild game in the world have been the players alike. Moreover, the casual game of small and medium-sized team distribution, can be said in the global distribution of the conditions are very mature.

Since the second half of last year, the moderate game has received wide attention. Some domestic original, innovative products, in the overseas market has been the player's affirmation, such as highly imitated "Legend of the Sword" "Heroes Charge." and overseas game manufacturers are also gradually drawing on the domestic distribution of these medium-level game mode. Some American game developers, distributors to learn from the domestic hand tour marketing, improve the proportion of advertising.

For heavy hand travel, most people in the industry think that China's market will be to the serious development, in fact, the international market is the same. For example, an MMO heavy game with perfect cooperation, one months on line in South Korea, occupies the top three position of the best-selling list, which proves that the distribution of heavy games abroad is still worth looking forward to.

3. From the perspective of research and development, hand-travel products need to conform to internationalization, localization characteristics

1 game Theme Selection needs internationalization, if the theme of the game is too biased, it may not be suitable for the taste of overseas players. For example, in foreign film production process, there are three kinds of domestic elements have been recognized internationally: first, the West Tour, the second is Kungfu, three are the tri-kingdoms. But Kung fu is not the same as the martial arts we perceive. So the same manufacturers in the game can not be produced by the domestic concept of the game of the qualitative thinking to define the game market overseas.

2 The localization of the hand-travel products, localization means catering to the preferences of players in different regions. In the adjustment of the game, it can be used for reference. One is because the domestic and foreign payment methods are different, the product market issue needs to pay attention to pay part of the "thin body." Because the payment mechanism of overseas games is not like the domestic meticulous, while the domestic hand tour standard is actually from the page to swim, very suitable for the domestic market, but overseas users feel too complex, so pay point need to "thin body." The second is the game play method and experience adjustment. For example, the sense of shock, the gorgeous picture, and even sound effects, should conform to the preferences of overseas players, especially in the habitual operation of overseas players.

Second, domestic mobile game enterprises in overseas layout needs to pay attention to?

1. From the CP point of view, the need to ensure that sufficient strength

Global products require CP itself to have a certain strength. Localization is a relatively deep operation that cannot be improved in a short period of time through cooperation or the proposal of the Distributor. Therefore, hand tour manufacturers should be in the beginning of their own planning and the game of slimming, to achieve the combination of research and development and operation, and in line with local characteristics and needs, to avoid future duplication of changes.

The second is the use of overseas IP packaging, where the IP packaging details need to focus. such as small to an icon, or the name of the game. These are the details that need to be found to be excellent partners, to show the details of the localization and to bring the user's trust.

2. From the point of view of distribution, publishers need to change the traditional concept of distribution

1 To change is how to get the product, what kind of products suitable for the concept of internationalization. Each region of the different categories of games, such as ARPG, MMORPG and so on in the local have enough market space and opportunities. Because the maturity of each regional market is different, some areas may also stay in the market of light games, the theme of these areas may be more suitable for recreation, and the Chinese culture is relatively close to the region, the traditional three types of subjects are more appropriate, and for the western region, the theme of Warcraft or Western Fantasy category is more appropriate.

2. Consider the issue of time slots for distribution. Any good products in the domestic research and development success, basically hand tour manufacturers will be the first priority in the domestic, until after the Yinianbanzai to consider the development of overseas markets. Such an approach can easily lead to a predetermined plan to keep up with the market changes, the market has been occupied by other products, so that the competitiveness of the game and release power are weakened.

3 The ability to implement locally is a priority. Domestic hand tour manufacturers have the idea of globalization is good, but in the implementation of the plan must pay attention to put into place. For example, a game to Korea, including posters, the original painting, user action interface, should be all processed, if the neglect of one of the links or implementation is not in place, may bring the consequences is enormous.

4 Pay attention to the user service of overseas players. In the overseas market, the high paying players are few, but the user value is very high, and attaches great importance to the word of mouth. Timely and effective user communication services, the game information and problems to dredge guidance, is to obtain the necessary conditions for players.

3. From the capital point of view, hand tour manufacturers can choose overseas mergers and acquisitions or investment directly into overseas markets

In fact, many Chinese hand tour companies have begun to look forward, especially those listed capital companies. They have been able to make bigger overseas investments, even mergers and acquisitions. The recent announcement, for example, is that there will be some bigger investments or mergers and acquisitions to go directly overseas this year.

Third, the overseas market so big, change how to choose overseas market breakthrough?

1. Southeast Asian market and domestic more similar, suitable for domestic mobile games and advertising platform development

The Southeast Asian market is now similar to the environment two years ago in China. Although the purchase of the game is very small, but its advertising revenue is relatively high. The Southeast Asian market is dominated by single player casual games, and the local market is more receptive to free games. For example, Indonesian players are willing to accept free downloads and no purchase, and there is no concept of payment in his subconscious mind. For mobile advertising platforms, it is perfectly possible to meet the local market to push some free games, and then embed the advertising platform, through advertising developers can increase revenue.

2. China-centric cultural radiation zones are more advantageous for distributors to go to sea

China as the center of the Chinese Culture radiation zone, for manufacturers to go to sea is more favorable. So the whole East Asian region can be actively tried, such as Hong Kong, Macao and Taiwan such a popular region, or South Korea, Japan, and even Southeast Asia can.

At present, Taiwan is a relatively stable game market. But in the midst of Japan and mainland culture, a lot of mainland game makers come to Taiwan, in fact, half the performance is good, and the other half acclimatized. To do a good job in Taiwan market, it is best to adapt to the characteristics of localization, carefully do some research.

And South Korea is actually the Chinese hand tour manufacturers into the earlier market, local users in fact, the domestic game is very much expected, very recognized the Chinese game to Korea's prospects. But to enter the need for a higher threshold, to enter the Korean hand tour market, it is best to ensure that their products are competitive.

3. To Europe, America, Japan need to be cautious, choose the right local manufacturers to invest in cooperation is a shortcut

The United States and Japan are the two countries with the highest income in the market. Japanese local hand tour manufacturers are talking about "human" relationship between companies, overseas hand tour manufacturers in the localization process is best through the local enterprises to pull strings to achieve mutual trust purposes.

And Europe and the United States are particularly fond of a certain type of game themes, such as military, strategic this theme, game income has been very good. But this kind of product life cycle is shorter, that is, product replacement faster. Hand tour manufacturers require the development of strong, and keep pace with the needs of players.

Summary：

The key to the development of global markets is the implementation of the "localization" strategy, which is not only a prerequisite for domestic or domestic manufacturers to respect. Whether it is product development, or distribution, or channels must respect local characteristics.