Xiaojian Game developer Keynote address to introduce China's global strategy of hand travel

The globalization of mobile games is a growing trend today, and Chinese game companies are accelerating the global layout. The Game Developers Conference (Game Developers Conference, "GDC"), which is hosting the world's top gaming event in San Francisco, attracts a number of top gaming companies in China. As a two-degree cmge China tour, in the United States March 5, the company's CEO Xiaojian was invited to attend the conference, and make a keynote speech, "China hand tour to help overseas games in China successfully released" (English: "LSA of Publishing Mobile Game in").

Facing the participation of many game-related professionals, Xiaojian in this speech not only to share the outstanding strength and performance of China's hand tour, brand influence, the latest overseas strategy in 2015 and China's hand tour in the Chinese mobile game market accumulation of resources, the alliance of many international big-name partners, strong brand influence, and participants from the product localization, marketing, localization and cross-border communication mechanism to share the Cmge China games How to help overseas game developers in China to achieve a successful release, helping overseas game developers to share the huge China mobile gaming market.

Xiaojian said in a speech, China's hand tour since 2003 in China to carry out mobile gaming business, is currently in the Chinese mobile gaming industry chain in a leading position. According to the Analysys International report, according to market share, China's tour to the third quarter of 2014 has been five consecutive quarters of the first mobile game distributor. Up to now has 10 balance of water over the Tens game. At the same time, is also the leading mobile game developers, under its "Decisive battle" "Hero", "Happy Series" Chess and card games, such as a variety of game month water in tens above. China Hand tour also has a strong IP resources and has a wide range of international partners, the entire channel distribution capacity. The accumulated resources, experience and advantages will provide a strong guarantee for Chinese hand tour to help overseas game developers to successfully localize the issue.

As for the distribution of overseas products to China, Xiaojian noted that China's hand tour has accumulated extensive experience in localization and distribution based on Chinese users and markets. China hand tour will be through a variety of professional user research mechanisms, targeted localization solutions, add rich local elements of the game content, data analysis and validation results iterative development and other products localization, through the three-dimensional marketing strategy, Customized channel operations such as marketing and operational localization level, as well as the establishment of cross-border communication mechanisms, such as the multi-dimensional to successfully help overseas developers in China to achieve successful localized distribution.
In the speech, Xiaojian further detailed the specific work of each localization level. If in the user research, the Chinese hand swims in the project different period will develop corresponding research plan and the goal. During the project preparation period, the product prototype stage, the game's core play, the art style of user research, to determine the tone of the game. At the same time, the product's market environment, target users and competing information and other related content research to assist in the development of follow-up project plans. To the product testing period, the target users will be selected to conduct the game modules of the experience and research to verify, and to verify the target users to promote the dissemination of ideas and marketing materials to meet the level of compliance. After the product is officially on-line operation, the research focus of Chinese hand tour will move to the pay experience aspect, combine the feedback to adjust the operation activity and the commercial model design, simultaneously maintains to the loss user's attention, solves the game experience the insufficiency. Chinese hand tour for different research will also take different ways, such as online questionnaires, on-site discussion, and other advanced instruments such as eye-moving instrument to provide accurate and effective analysis of reference.

In the development of localization programs, through research and other means to understand the needs of Chinese users, the use of Chinese hand tour in the localization work experience accumulation, targeted to develop localization programs. For example, overseas users often like to pursue their own depth of the game experience, while domestic users on the level, combat effectiveness, ranking this relatively strong content of the desire. Therefore, China's hand tour will usually be in the Chinese version of the full functional list system, and in the visual performance and other aspects of further strengthening to meet the user's sense of achievement. To take another example, Chinese players are more likely to provide clear guidelines, especially in the early stages of the game, to reduce all unnecessary operations than foreign players who like to explore themselves in the game and dig fun habits (such as the Minecraft sandbox game). So Chinese hand tour in the game to add a lot of auxiliary functions, such as Automatic road search, automatic handover tasks, and often add a beauty has been guided players to play.

In addition to the local element game content, since it is the Chinese version of the game, naturally inevitable to join the Chinese wind of the game content, research and development ideas are basically the following: China wind scene, Chinese traditional characters, as well as with marketing promotion needs and customized development of the game content, such as the image of entertainment star spokesperson implanted into the game, Another example, such as the Chinese Hand tour issued by the world's popular "Little Yellow Man" has a Chinese taste of the Tang costume full of image.

In the data analysis verification effect iterative development, the Chinese hand tour after doing each localization development, will go to track verify this change brings the data changes, China hand tour now and at home and abroad the most senior data mining companies have a deep binding cooperation. From the player's behavior, pay performance and other multi-dimensional analysis, and the main competing products for horizontal data comparison, regularly released for reference. Xiaojian mentioned that overseas partners would prefer to use data to illustrate the problem, but the game is not a science, but an art, and art is more to be reflected by the appeal of human emotion. This is not through the data can be visualized, so in addition to the objective data, Chinese hand tour will be more through user research to get the most intuitive feedback, and the feedback also into the standards of consideration.

In the three-dimensional marketing strategy, Chinese hand tour through market research will be the user group differentiation, and the extraction of different user groups attribute tags, with rich media resources accumulation and delivery experience, precision reach the target users, access to a very competitive user exposure costs, and through progressive preheating marketing gradually improve customer expectations, Play the entertainment industry resources advantages, combined with film and television, literature and animation and other forms, to create a three-dimensional game transmission dimensions, in a short period of time to produce explosive effects.

In terms of customized channel operations, as we all know, the Chinese market's Android channel is more complex, the major channels of fierce competition, China's hand tour and Tencent, Baidu, 360, UC, millet and many other channels have maintained good relations of cooperation, and will be based on channel characteristics, targeted to develop channel operations strategy. For example, UC channels, they have a group of active and high quality of the permanent Association of users, so the Chinese hand tour will select a number of emphasis, guild systems and competition with a strong game to cooperate with UC. and Millet channel, their users relatively high ability to pay, is willing to participate in the game of various promotional activities, so the Chinese hand tour will be for the version of Millet to develop more operational activities to achieve the effect of pulling income.

On the transnational communication mechanism, it is unavoidable to solve the problem of transnational communication mechanism in all localization work. The Chinese hand tour will be equipped with at least one overseas PM for each project, and they will be directly connected with the producers of overseas research and development team, combing all the problems of the operation, technology and marketing modules as a unified export of overseas PM and producer Docking, responsible for the integration and communication of routine matters, This can avoid the communication between the various modules of the high cost of communication. In some professional modules, such as game planning, technology development and so on, due to the strong professional, less communication barriers, it will also targeted the formation of corresponding mail groups and instant communication mechanism. At the same time, the overseas PM will also be responsible for the coordination of the day-to-day communication time and regular meetings and travel arrangements to avoid the common communication in the high cost of communication.

At present, China's hand tour to help overseas game developers in the Chinese market has a lot of success stories. In his speech, Xiaojian mentioned that in the introduction of overseas stand-alone games, "God steals the milk Father: the small yellow person runs fast" in 2014 became the China each Big application store ranked Top 5 leisure run Cool Hand swims, the month water more than million yuan; and in the Overseas Network game introduction distribution, "The Great nautical times 5" The first month on line to get more than tens of millions of yuan of water, a very few Japanese games in China, one of the successful release of the model.

Finally, Xiaojian also briefed the participants on the globalization strategy of China's hand tour. China's hand tour will be mainly around three aspects to expand: first, the excellent overseas products agent to China for distribution, the second is to introduce high-quality IP copyrights to the development and distribution of the game, the third is to promote China's high-quality mobile games abroad to different countries. Globalization strategy is an important layout of China's hand tour, 2015 Chinese Hand tour is expected in overseas excellent games and IP introduction, overseas distribution has more new breakthroughs, but also welcomed the global game developers, overseas promotion platform and IP Copyright party to cooperate with China hand tour.