Three anniversary interview of the first platform IgG company in overseas operation

IgG is a well-known overseas operation company, currently occupies the domestic net game overseas Operation Market largest share, in the face of such a young company set up just three years, in the overseas market how to deal with a lot of game giants and retreat?　　We made an exclusive interview with IgG company. "The journey" is almost impossible in foreign markets. Xu Yuan said with certainty that his present identity is IgG COO, "very different from the domestic, overseas market is a slow-heat market." It is almost impossible to reach high online for a short period of time through huge advertising fees and substantial ground promotions. "In the past three years, IgG has marketed domestic games to Eastern European countries such as Southeast Asia, Australia, North America, Europe and even Romania." In the words of Xu Yuan, it is "the game of IgG operation in the world where English players appear."　　They have the best say in the overseas operations of Chinese games. "The best thing to do is Southeast Asia. "Xu Yuan said. Because of the same Confucian cultural circle, Southeast Asia is the most able to identify the region of domestic games. According to Xu Yuan, the game, which is well run, can achieve millions of dollars in annual income in this area.　　This may not be worth mentioning to the domestic market, but given the narrow market space in Southeast Asia, that figure is actually quite impressive. In other areas such as North America, the situation is much more complicated. Cultural differences make domestic games difficult for players to accept in these areas. Use the zombies often in the game as a metaphor: the Chinese traditional concept of zombies is usually put a charm on the head, body stiffness and walk a jump. This is very different from the zombie zombie image in Western culture. Cultural differences make it impossible for players to understand the meaning of the game, so there is no exotic attraction.　　This is quite different from the current situation of the European wind Han Yu in the domestic market. In addition, the domestic game in its development strength and overseas mainstream game still has a certain gap. "The basic formula of foreign game development is 40+40." "Here 40+40 mean 40 months and 40 technologists (million dollars). "Whether from the time, or from the fund, the foreign game development process of huge investment is not the same as domestic game." However, the most let Xu Yuan headache, or the lack of marketing channels. The distribution of overseas players is very dispersed because of its wide geographical range. At the same time, reliable and efficient media promotion channels are very limited. Xu Yuan is very envious of the domestic developed convenient market conditions, can do ground promotion in China, can be posted everywhere advertising, but overseas do not push the conditions. "I live in the community, rarely see a neighbor every day, horse road pedestrians few people, every day commuting to and from the car." Xu Yuan said. Foreign population density is not as high as the domestic, the ground to promote the implementation will be stretched, "a lot of time 10 million U.S. dollars advertising costs, may not be able to be affected by the corresponding effect." "He took the flagship studio of Hell: London" as an example, in order to develop the game of the city, developers put a staggering advertising costs, the results still cold end. Of course, overseas markets remain attractive, and overseas players have a slightly higher spending power than domestic players. IgG in North America, the introduction of Prop charging mode, the results proved to be practical. But overseas markets are not a gold mine for everyone to dig. Reporter asked about the rumor that a major domestic manufacturers, only to hire 4 of the graduating students of non-language majors, they will be a product of the British culture, and then found a number of foreign student to proofread after the operation, whether there is a real thing? Xu Yuan smiled and replied: "Yes, so they soon failed." IgG's success today is the result of more than three years of unremitting efforts of more than 500 employees. "For overseas operations," the seemingly attractive cake, Xu Yuan has the same view with the industry, "this should be a good prospect of the industry, after all, there are many countries and maps of Free2play online games are very eager." "But given that IgG has been working overseas over the years, he has clearly seen the hardships of the road," because of the breadth of the market, it would be difficult to develop. "In the current industry rumors of" overseas operation is a big gold, "said," The rumor of the big gold is not there, "Xu Yuan Dayton," small gold mine is a lot, but the distribution is very dispersed, whether the successful excavation is the key to the success of the operation of the company. "　　Like the dance troupe and running kart such a big game in the domestic, High-profile release abroad but all low-key end, investigate its root knot, "because they are directed at the great Gold Mine," Xu Yuan said. He noted that in the United States, there are plenty of money-rich game-running development companies everywhere, and VCs are tens of millions of. But the vast majority of Chinese gaming companies have not been able to gain, in today's market conditions, the so-called classic 40+40 model, it is difficult to replicate. "The success of IgG is not by finding a large gold mine, but by exploiting countless small gold mines."　　Xu Yuan understated The secret of a company's success. "Not the most popular, only more popular. Xu Yuan was asked to answer the type of game currently popular with overseas players.　　The first introduction of the Magic Game is very popular, but then the cartoon game is not inferior, and then the martial arts class is also popular, but can not guarantee that the next other types will not have a better market response, "after all, the market is too new, players have less insight." "Overseas market" this big cake, I believe that many companies are still in the outline of the stage, how to start? MMORPG and MMO strategy games are best suited for overseas operations in terms of the category of IgG currently operating games. "Xu Yuan point to the direction of the IgG marching." Overseas game market is also more concentrated, the basic distribution in North America and Canada, the United States, Brazil, Chile, Argentina, Southeast Asia, Malaysia and the Philippines more prospects, as for the European region, Xu Yuan that the Western European market is relatively good, Eastern Europe is still in the beginning. And Japan and South KoreaBecause the competition in the local game industry is too intense, the involvement is of little significance. IgG's current global ranking is stable at 1000, peaking at four, 500, in North America, South America and Southeast Asia, and can be counted as the top three game operators. With the understanding of overseas operations for many years, for a game to enter the overseas market to do changes, Xu Yuan summed up as "localization (localization)", and most people focus on translation problems, but this is a very small part. Xu Yuan said that localization needs a strong local historical and cultural background, but also need to understand the current trend.　　According to his introduction, IgG set up a special team responsible for studying some of the major overseas markets of all ages, income level players, to understand their current reading magazines, comics, movies, television programs, even listen to what pop songs, visit which websites, say what kind of popular words are also within the scope of the study. In addition, IgG and various national government departments have close cooperation, in order to maintain the worldwide network of good order to make efforts. We have worked with law enforcement agencies in several U.S. states to investigate cyber crimes such as credit card theft, and have struggled with international domain names to protect intellectual property.　　In the process, IgG also established a good government cooperation relationship. According to Xu Yuan, the first domestic online games in the overseas market played an non-mainstream role in the huge market only occupy a small part of the share. Until the presence of IgG, this situation has changed. "IgG now has more than 10 million registered players. We just got nearly 20 million dollars in funding in 08, and the money is plentiful. "Xu Yuan said confidently," IgG wants to be a new competitor. We are speeding up agents and helping to promote domestic games overseas. For the year to dominate the North American market in the mainstream operators, and is expected to be listed in 2010. "And the future, IgG to their own positioning is" China's first online games export operators.