Mobile games Global Release Survival path

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Now many people in China like to watch Hollywood blockbusters, American dramas, like listening to American songs. A friend of mine who is a university teacher in Ukraine likes Zhang Yimou's hero very much, he sees Kung fu, artistic beauty and so on, besides, he also likes to listen to Chinese ancient, Buddhist music also listens. I also have an African friend who likes to watch Chinese kungfu movies, especially the films starring Jet Li, and watching Chinese movies is also a great pleasure to him. There is an American friend very want to buy Li She "moved Heart" this album, he likes on a song "Human Feelings More", he does not understand the lyrics, just like. This is what we call culture without borders. In mobile gaming, no borders are more fully represented. Both in China and at home, visionary hand-travel developers and distributors are no longer limited to domestic market products and markets. For example, foreign excellent game developers together with China's domestic distributors have introduced the "Temple Escape 2", "Plants vs Zombies", "small yellow people run fast", "Ice and Snow" and other international Hand tour, and eventually achieved good results. At the same time, China's domestic distributors also issued "My name is Mt", "Pinball Hall", "Proud Sword", "matchless three" and other products tens water.

There is a saying in the West: "Whoever opens the window first will have the Sunshine". Although, every year in different countries, the introduction and go out of the hands of countless, but few successful products. From the point of view of the hand out of the analysis, is generally in the domestic market to test, to obtain a certain degree after the overseas market, to a certain extent to reduce the risk of failure but whether it is foreign hands to travel into China, or domestic games to overseas, the challenge is difficult to imagine. Because of differences in polity, economy, habits and other factors, there are five major issues that determine the success or failure of the game in the local market:

Information: Complex overseas market information, difficult to distinguish the authenticity;

Channel: lack of effective quality promotion channels;

Payment: The way of payment varies from person to person.

Quality: Test the quality and competitiveness of the product itself;

Localization: Diverse cultural customs increase localization difficulty.

So, hand tour global distribution should be how to overcome the above acclimatized problem? Here to do a little popular science knowledge.

Domestic Hand Tour Market overview

After 2013 years of hand-travel development, 2014 China's hand tour market gradually presented high-quality, global trend. Smartphone users have grown rapidly over the past two years and are expected to reach 420 million by the end of the year, with Android devices becoming cheaper and the depth of the mobile-phone market dominating. According to relevant statistics, China's hand tour market profit growth faster than the user growth rate, more and more hand play home to start playing games and pay.

Distribution channels, compared with foreign googleplay and Facebook, the two major distribution platform for the situation, China's distribution platform is messy, China has no googleplay, but has a large number of distribution channels. For example 360, Baidu, UC, pea pod and many other channels coexist. This situation caused the competition between channels in China white-hot, forcing the channel to refine the operation of the direction of change to attract more distributors. Baidu Cool CEO Zhang Dongchen has said that the 2014 mobile game channel changes from "horizontal" to "vertical", that is, moving to the depth of mobile games, fine, fine operation.

From the type of game, the casual game is still a hot market game, but it is not a profit game, the profit game is still dominated by RPG and CCG Games, pay list of the top 5 are CCG game is enough to illustrate this point. It is worth mentioning that the 2014 action games and Sports games have a good potential, so far, basketball games in China to do well, with the World Cup approaching, football games will occupy a large market share. For example, the Kunlun game Agent Klab Company Research and development of "Fantastic Eleven", CMGE China Hand Tour signed the Japanese free list of the 3 football game "Create the Club" ("BFB"), Overseas game giants are speeding up the pace of football game development, in order to seize the World Cup market to prepare.

How to enter the Chinese market by hand tour overseas

The five characteristics of China's hand-travel market:

Most of the top paid download games in China's Apple app market come from Europe and America

While China's local gaming industry is very active, European and American Games still dominate paid-download gaming, such as PopCap and EA's "Plant Wars" and "Fruit Ninja", which are among the top paid gaming rankings in the Apple app market. In fact, most of the top 10 paid games come from Europe and America. This shows that the Chinese people have a strong interest in European and American Games.

However, the above ideas apply only to "paid" games. Other areas are different. This leads to the 2nd:

Second, the Chinese people do not like to buy games, but in the game extravagantly

Although a small number of Apple/Android platform games have attracted a large number of Chinese players, they are actually just a small part of the market. Because the Chinese people are very unwilling to buy the game happily. In stark contrast, they like to keep trying out all kinds of free games.

However, once the game is found, most Chinese players will invest in the game via the app's pay channel.

Currently, the top 10 games in the Chinese Apple app market are free games. The unofficial statistics show that China's top free mobile games are billed at $12 million a month, compared with 6 months ago. Why are Chinese players so lavish?

Third, Chinese players are not only willing to buy virtual upgrade equipment, but also as a display of capital

European and American players are highly recommended to play games through technology and a long period of time, often unwilling to brag about the premium items they buy. The Chinese players are just the opposite: they are proud of their ability to buy advanced equipment and flaunt them everywhere they can. This and contemporary China to brand name and luxury car as a symbol of the consumption concept coincide.

Smart game designers can always meet this demand, allowing players to easily display the equipment they buy, for example: advanced equipment can always play a special effect on the characters.

Another game mechanism can also create rich economic benefits: Guild leaders can buy props and abilities and give them to other guild members as gifts. This mechanism conforms to the traditional Chinese concept of "boss pays for subordinates". And rich players can win (Buy) higher social status in this way.

Four, mobile phone network games in China has been very popular

European and American developers often link online games to PC platforms, and a large number of Chinese players have long accepted the online game's extension products on their phones.

Apple/Androping on the platform of the "Houle" and other online games, the total number of players up to millions of. Unsurprisingly, the top 10 games in China's Apple app market are all online games or game/analog multiplayer social games.

Obviously, the Chinese player of World of Warcraft will also interact with the PC version of the online game via smartphones.

Five, China Mobile phone game market is still the wild front battlefield, but the European and American developers still have ways to protect themselves

True, the Chinese handset market is still in a state of hegemony and unmanageable (more than 100 Android app stores only). What worries developers more is that the piracy of games in Europe and the United States remains rampant. However, game development in Europe and the United States can also protect their own intellectual property rights and income through the following methods.

Since most of the proceeds from the Chinese market are paid for within the program, developers can integrate the game login and the program's paid authentication access path into the internal server. In this way, even if hackers can bypass the client or Apple IAP process, they can not break through the developer's last line of defense.

In addition to technical means, the search for local collaborators is also the key to protecting the title of the game. Chinese app stores are more focused on the protection of Game intellectual property rights at home gaming companies than remote foreign game developers. To this end, we have developed a series of measures to replace suspected plagiarism games with the original game.

China may look like a market that excludes developers in Europe and the US. However, after careful study, you will find that Chinese players are very willing to accept your game and pay for it.

The following elements should be considered in the distribution of overseas hand tours in China:

1 Choose the type of game suitable for China. Chinese players are impatient, on the one hand they want a short simple game, so mildly casual games is the most attractive type of game, such as foreign big hot screen, triple elimination, parkour game, the introduction of a great opportunity to succeed. On the other hand, they like online games, do not need to use their brains, so that they can choose to spend time or spend money can achieve rapid improvement, but not limited to spend time on this growth line.

2 localized distribution. Localization includes translating a game name into a more appropriate name for local players; the installation package must be small to accommodate a large number of low-end devices; memory needs to consider 256MB memory devices; Spend a lot of time on Android SDK and test work. Localization of the game can be fully adapted to the Chinese hand play home.

3 Maximizing distribution channels. And foreign only a single app store, GooglePlay and other application channels, the domestic distribution channels for thousands of hands, light and these channels docking and good relationship is a complex knowledge. In addition, each channel corresponding to the user group has characteristics, need to develop different operational strategies for these features, and strive for multi-channel joint distribution.

4 localization Billing mode. In China and the US, for example, Chinese gamers are more willing to pay for props that gain a bigger advantage in the game, but the American players are not proud of it. But as casual gamers increasingly dominate the gaming market in the United States, game consumption in two countries is becoming more and more integrated.

5 cooperation with telecom operators. In cooperation with telecom operators that is a game products in the telecom operator mobile gaming platform online, when users download the use, its SDK can automatically identify operators and billing, so as to achieve a little access to game developers, the product can be in the operator's own channels and Internet channel Billing and full coverage. Because the software trading way directly determines the user experience, can easily pay, will enhance the user experience and developer revenue. In addition, because it has the most powerful billing user network support capabilities, so the telecommunications operators have 30% users, for the hand-travel issue provides user support.

In addition, foreign games to enter China is best to remain neutral, with as many distributors as possible. Distributors have a strong operating system, three-dimensional marketing capability, strong regional distribution capability or global distribution capability, product reserve capacity and good control of distribution rhythm and other core competitiveness, for the channel and CP to bring more than expected product market effect, this is the hand tour industry chain of other links can not be compared. For example, Gameloft research and development of the "God Steal milk Dad: small yellow people run," and 360, after the first cooperation with the CMGE Chinese hand tour of the overall cooperation, in marketing to do enough kung fu, so that the small yellow people's localization propaganda to achieve the best status.

Visible, foreign hands to enter China, game developers and Chinese players have faults, and Chinese distributors can help enter the Chinese market overseas games to connect this fault. At present, the domestic well-known hand tour distributors have CMGE China hand tour, touch control, Fei Liu, Le tease, Kunlun, and so on, which cmge Chinese hand tour to 17.9% market share ranked first.

It is important to note that Tencent relies on China's largest social software QQ and micro-letter binding more than 1.4 billion users, including the hand-travel industry closely related to the micro-letter has more than 400 million users, Tencent has its huge user base has reached the Internet in various fields. In UP2014 Tencent Interactive Entertainment Annual conference, Tencent decided to base on Tencent literature, Tencent animation, Tencent game three entities business platform to do the parallel release of "Pan Entertainment + game strategy." At the same time, announced the introduction of a variety of hot hand tours abroad, such as Europe and the United States to eliminate popular hand tour "Candy smash legend", South Korea's "The Whole monster" and Japan's "Chibi disorderly Dance" and so on. Tencent, the country's biggest social platform, has become a springboard for overseas games, but Tencent's near-stringent demands for games are almost fiendishly for average developers to rely on on their social platforms to release games.

Market overview of Overseas Hand Tour

Global mobile phone users have more than 4 billion, of which 2.05 billion users use SMS services, 1.08 billion users use smartphones. By 2011, the world's mobile internet users exceeded the 1 billion mark, and the mobile Internet was expected to surpass the size of PC Internet users in 2014, reaching 2 billion. Global market share of the market has also been an unprecedented increase in 2011, the world's total value of around 5.6 billion U.S. dollars, the world's top ten hand travel companies accounted for 12.9% of the market, about 720 million U.S. dollars, so the entire market is the state of the warlords.

Overseas potential markets are concentrated in Thailand, Vietnam, Indonesia, Brazil, the Middle East and other countries. Then the game to go to sea, but also need to correctly understand the overseas distribution market. However, the looming market demand and the influx of hot money does not mean that the issuer's threshold is being lowered, with the rapid turnover of products caused by the high competitive pressure, the player's harsh vision, the different environment at home and abroad, and other factors, the global distribution of hand travel threshold is still very high.

How to open overseas market for Chinese hand Tour

Whether the user's pay habits, share the spirit or market rules, hand tour overseas market shows a more favorable environment, which has become the domestic hand tour manufacturers out of the dilemma of a major breach. Moreover, some companies have tasted the sweetness of the sea, in Japan and South Korea, Southeast Asia, Europe and the United States issued a Chinese game has increased. But in the Chinese market as a whole, the domestic hand swims only just hot up. Many companies began to expand overseas markets in 2014, this year, the domestic hand of the sea will usher in the outbreak point.

Tfjoy founder Rui, a hand tour overseas, has said that overseas hand-tour distribution is not a good cake to chew. So the domestic hand swims out of overseas need to recognize four points:

1 in-depth localized distribution. The humanistic difference of regionalization, game players to choose the preferences of the game, even the acceptance of the point is very different, not to mention the spread of the various geographical differences, each region is required to do a very in-depth study, it is possible to take the most suitable for the region's game, with the best local team, Secondly, there is a need for more in-depth cooperation resources locally. In the most effective channels, with the lowest cost, do the most effective promotion, get the best benefits.

2 product selection and communication skills. Domestic hot games are not necessarily suitable for overseas markets, on the contrary, many obscure games can meet the appetite of the European and American markets, which requires the distributor has enough digging ability, good sense of the game, and can communicate effectively with the team, help the developers adjust research and development direction, the establishment of grounding gas operating system.

3 Data analysis ability. The continuous data analysis and operation analysis of distribution channels is very important, through continuous data integration analysis, continuously improve the channel distribution strategy, and strive to release precision, and gradually reduce the cost of single users.

"Internationalization" has been Tencent Interactive Entertainment, one of the three strategies, and micro-letter has been deep in Southeast Asia market. In the 2014 GMGC, cmge Chinese Hand Tour president Chong that: "Hand-travel distributors should be free from the domestic market constraints, go out to have a big development." "The 2014 overseas market is our expectation," said Chenhao, a touch-control CEO. Liu Fei, CEO Knangla said that nearly two years is a tentative stage of overseas distribution. Jiang Zuwang, deputy general manager of the 360 hand tour division, said 2014 may join hands with Chinese partners to create a copyright game abroad, while helping Chinese players to export Chinese-medium-heavy games overseas.

Domestic game companies have to go abroad, and the domestic market environment is not unrelated. Mobile phone game threshold low, the development cost is few, many games just will the original some product slightly changes to launch again, this kind of opportunistic method, although can fire for a while, but after all is not the long-term solution. Shanhu, founder of the technology, said: "The domestic hand tour pattern tends to stabilize, should open up overseas market to seek breakthroughs." ”

Kunlun Game President Zhang Yihao has introduced the concept of the overseas distribution of Kunlun: close to users: continuous communication with developers, so that the player satisfied. Taiwan like the Q version, South Korea like heavy games, the screen requirements higher, with the player posted high progress, to cater to local players.

Close to the market: choose the right channel and opportunity.

Close cooperation and partners: with the CP interaction, with the cooperation of local developers.

With the international game market more and more flat, to create a similar to the COC or Candy Crush such a global game, need not only the quality of the game, as well as localization, marketing, operation and other factors, combined with the characteristics of various markets, for global distribution. Among them, the localization of the game is crucial to penetrate the local market, and also is an essential step for overseas distribution. Therefore, for Japan and South Korea, Southeast Asia, Europe and the United States three hand tour of the main battlefield, domestic distributors should be for different market environment for localization.

1, Japan and South Korea region

As the top five of Google Play in the two countries, the Korean and Japanese smartphone penetration rate of 73% and 25% respectively; Korea and Japan, the total number of users and paid applications of the average of 36/18 and 40/4;70% Korean smartphone user installation game applications, Japan 50% Smartphone users will install the game.

Japan and South Korea region already has a good user base, but the Japanese and Korean hand tour market potential is far from being excavated. The main reason lies in the Japanese and Korean cultural characteristics, decided the Japanese and Korean hand play home taste more "unique", preferring anime and wind, Chinese Lori, love to develop even the type of heavy taste. For example, the "Brother Your Grass Mud horse", which has been popular in Japan, has been killing and devouring the same species by means of simple violence, eventually obtaining abnormal evolution of the polar body grass mud horse god beast. Therefore, in order to succeed in Japan and Korea market, we must work culture.

Second, we should pay attention to the user's operating habits. In Japan and Korea, the promotion of social SMS service rivals is playing a huge role. In South Korea and Japan, Kakao dominates the South Korean list, while the Japanese list is dominated by line. Because Japanese and Korean gamers play games for a short period of time--at work, they can play for 1-2 minutes at a time. So for the Japanese and Korean players should be active (short time) game type mainly. In addition they have a passion for intelligence and drama.

For example, Kate Le Tour's "Jerry Big Adventure: Endless Journey" in order to adapt to the Japanese customs and habits, in the picture to join the gorgeous cherry dance scene, the new configuration costume props kimono, coupled with the developers to pay attention to the Japanese language requirements, For Japan must use the honorific part and the different sex age person to the same word the argument also exists the different to carry on the omni-directional investigation and the understanding, and manifests in the game, therefore on-line after the big popular.

2. Europe and America

Europe and the United States and the hands of the market, like China, with the development of intelligent machine gradually rising. Today, the United States and Europe Hand tour market is showing a blossoming situation, involved in the hands of the industry has many years of experience in the field of network game production of large game companies, as well as Facebook has its own advantages, channels unobstructed game-like enterprises, compared with the domestic complex channel environment, Europe and the United States appear

Europe and the United States Hand tour of the release platform is currently mainly in iOS and Android two points world, in the channel is recount. such as mouse games is to use their own platform to promote, in popular home games pop-up full-screen new game ads.

There are also differences between domestic media circles and foreign media circles. Domestic most of the company to establish a public relations team, by the company's public relations and journalists to establish relations, but the relationship between the European and American journalists is to invite a public relations company, by professional PR and journalists to deal with, maintain relations. So the suggestion to the Chinese company is that if you want to come in, you'd better ask a professional PR firm to operate the marketing plan.

On the other hand, as Europe and the United States and domestic users pay habits are different, the United States and Europe Hand tour market has a higher rate of pay and high loyalty players, which has a great attraction for our hand tour distributors. Industry analysts said that China's hand tour into the European and American markets have considerable potential for development.

European and American hand tour often comes from a simple and interesting ideas, mainly rely on data analysis game experience and game operation, and then constantly improve it. In the product of the United States action-type hand-made excellent, Asia, such as Japanese-made hand tour more biased in the plot category and intellectual decryption class.

Before the rise of China's hand tour market, the European and American markets are most active, leading to domestic hand tour products have entered Europe and America. From the current European and American markets more successful from a few games from the domestic, such as Nibiru launched the "Galactic Empire", "the War of Sparta", Rock launched the "World War II", in fact, their success, but also the game theme in the market success.

"Galactic Empire" is very biased in favor of science fiction, it is in line with European and American players to the future of the world's fantasy and the pursuit of innovation and technology spirit. "The Spartan War" and "The Second World War" are all military subject matter, this kind of subject matter very conforms to the European and American area male player's liking. So from the actual success of the examples can be seen, military and science fiction genre of the game is more easily accepted by the European and American culture.

3. Southeast Asia Region

In 2012, the south-East Asian gaming industry earned more than $560 million trillion, Niko, a survey that said Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam were expected to reach about $1 billion trillion in integrated video game revenues in 2015 ( About 6.369 billion yuan). The number of gamers in South-East Asia will also reach about 100 million people, providing an important guarantee for the region's game sales revenue.

Because of differences in culture and game habits, China's game exports to Southeast Asian countries also face great challenges in localization work. "For example, south-East Asian players play a relatively slow pace, compared to Chinese players when playing a page tour of the crazy click, they prefer to ponder the plot and system." "Chun Dream Game Overseas division general Manager Moscha said that in the" new Paladin "export, they even made the game fonts.

Tencent will bring the domestic game to the more typical representative of Southeast Asian enterprises, Tencent has used micro-letter in Malaysia, Singapore and other countries to launch hand tour, including the "Daily Love Elimination (Craz3 Match)", "Every Day cool run (Gunz Dash)", "Every day Lianmong (2Day's Match)" and so on, which " Run cool every day (Gunz Dash) in the release of the day and after 3 days, the Malaysian and Singapore free list of the top 10, Malaysia has won the free table 1th position. Tencent now plans to launch a tour in Thailand to "day series" mainly because the series is more casual, there will be no cultural barriers.

Now the domestic game exports Southeast Asia, localization strategy is quietly upgraded, and has achieved good results. Domestic travel to Southeast Asia, has been from the initial authorized agent to cooperative research and development, joint promotion, and then to the current platform for the integration of resources, everything is gradually in-depth development. Zhang Yihao, president of the Kunlun Games, said overseas issues need grounding gas, which requires the cooperation between developers and operators to be tacit understanding.

Global distribution of mobile games is an easy and difficult thing to master. Benefiting from the worldwide penetration and coverage of the App Store and Google Play, a large number of hand tours are quickly coming out of the local area and benefiting from overseas distribution. The huge overseas gold mines are within reach, and in the foreseeable future, the distributors will not only have fierce competition in China, but also face a large number of local enterprises even in foreign countries. No matter how fierce the competition, to survive in the hand market must do fine, this rule is constant. Blue Port Online CEO Wang Feng said: "The game is not instant noodles, hand Tour market do not do ' heater '".

The establishment and development of overseas distribution channels will be the focus of large companies to establish global brand image, but also small and medium-sized enterprises to increase their income quickly. The global competition in the mobile game market has come. In 2014, a number of distributors have identified the global hairstyle strategy, and domestic distributors have become an industry consensus to move overseas. Believe that with the major distributors in overseas force, 2014 Chinese Hand tour will be a sea heat.