In 2022, where will the medium and light-weight games go?

Since the first year of sailing 2018 From the year onwards , The revenue of Chinese sea games has been increasing year by year . According to previous years 《 China Game Industry Report 》 Show , stay 2018-2021 In four years , Overseas market sales data of Chinese games , Respectively 95.9 Billion dollars 、115.9 Billion dollars 、154.5 Billion dollars and 180.13 Billion dollars . To pass “ Sea ” Chinese games that have found survival and development are blossoming and bearing fruit in the global market , Satisfactory answers have been given .

meanwhile , IResearch consulting and Huawei developer alliance jointly released 《2022 White paper on insight into the trend of mobile application going to sea in 》（ hereinafter referred to as “ white paper ”） It also shows , Game going to sea is the main category of China's mobile Internet going to sea , from 2018 Year to 2021 year , In the proportion of China's overall downloads of sea going applications , The share of game categories has changed from 44.9% Rise to 54.2%.

Data sources ： Monitoring data of major overseas application markets , IResearch Consumer Research Institute independently researched and drew

The overall situation of the game going to sea is good , But the globalized market environment also makes the sea going products face severe challenges . In addition to the fierce competition of overseas and local products , The governments of overseas countries and regions attach importance to data protection 、 Google, apple and other platforms strictly control privacy security , And the measures of banning some markets , All affect the sea route of Chinese games . We might as well combine some data analysis to see , The market opportunities that Chinese games can aim at when facing global competition and the corresponding countermeasures .

A good opportunity for a medium to light Game track

“ white paper ” in , Income from going to sea TOP 250 Game related data display ： The revenue of various categories of sea games has increased to varying degrees , However, specific to the growth rate, it can be seen that the mainstream categories in the domestic market are showing some fatigue ： contrast 2020 Years and 2021 Sailing Games in TOP 250 From the perspective of income , In heavy games , Such as role play 、 The growth rate of revenue from shooting, action and other categories slowed down , The only heavy category with fast growth in revenue is strategy games （ namely SLG）, The increase in revenue reached 42.3%; And on the other hand , The medium and light games represented by simulation and elimination show great vitality , among , The growth rate of the revenue index of the simulated category is 42%, The growth rate of the income index of the elimination category is as high as 121.9%.

Although strategy 、 Both simulation and elimination have higher income growth , But by contrast , No entry threshold for simulation and elimination categories SLG The category is so high , Its core gameplay is relatively simple , On the subject matter 、 Art and other elements are more inclusive . therefore , We think , The medium and light Game track represented by simulation and elimination is a field worthy of deep exploration and cultivation by developers .

We should do a good job in this kind of medium and light game , It is not only necessary to consider the development status of different overseas markets more comprehensively , It also needs to consider the acquisition and realization methods more carefully .

The overseas market is complicated , Where should the moderate and mild Games be directed

Although the development momentum of the medium and light track segment is good , The entry threshold is relatively low , But for medium and light game developers who want to quickly succeed in overseas markets , Choosing the right target market is still a very important issue , After all, the performance of leisure games in different regional markets is also different .“ white paper ” in , The development potential of overseas hot markets is analyzed .

“ white paper ” Take the African market for example , The head concentration in this area is very low , There is a lot of room to explore . South Africa, the most developed country in Africa , The total population exceeds 6000 ten thousand , The Internet penetration rate is close 60%, And users prefer leisure puzzle games , Medium and light-weight products can be considered as a key market . It is worth mentioning that , Such as “ white paper ” Shown , Focus on Application 、 Huawei in the field of game distribution AppTouch The number of users covered in South Africa exceeds 3000 ten thousand , Equivalent to Huawei AppTouch It covers more than 80% of Internet users in South Africa .

It is reported that , Huawei AppTouch Support global multi brand terminal distribution , At present, with the global 60 Multiple operators 、2 Million developers to establish cooperation , Reaching the whole world 40 Several countries / More than 4 Million users , And has a high coverage in many overseas markets . Sea going developers can refer to their user coverage , Select the target market for sailing .

AppTouch Covering some key countries in the Asia Pacific region

Data sources ： Huawei AppTouch

AppTouch Covering some key countries in the Middle East and Africa

Data sources ： Huawei AppTouch

Acquisition and realization , How to solve the pain points of moderate and mild game going to sea ？

According to the “ white paper ” The survey results of the pain points at sea show that ,“ Not familiar with the needs and culture of overseas users ”、“ Lack of knowledge of local policies, laws and compliance ” as well as “ Lack of customer acquisition ”, These are the three issues with the highest proportion of feedback from developers going to sea ; And in the promotion and operation of the game going to sea , Developers face more concrete problems , For example, localization costs are high 、 Lack of local information and promotion resources 、 Low user payment security and convenience, etc .

in the final analysis , Whether it's Application , Or it can be refined to the medium and light-weight games that this article focuses on , The biggest resistance it faces is “ strange ”, And how to better “ Quantity obtained ” and “ Cash in ”.

In terms of medium and light games , Because of its good universality in the world , More easily accepted by all types of players , Therefore, in terms of acquisition and growth, it is more important to reach more users . Huawei HMS Ecology creates AppGallery、AppTouch And many other products and services , Help the medium and light games go to sea , Quickly reach global users .

AppGallery（ Huawei application market ） Global business coverage 170 Multiple countries and regions , Through diversified delivery strategies 、 Abundant promotion resources 、 Rich incentive plan 、 Multiple support policies , To meet the different demand of the developers going to sea .

and AppTouch In addition to the rich global cooperation promotion channels mentioned above , It can also be realized through multiple regional operation centers deployed overseas by Huawei , Help developers solve localization problems at sea . It is reported that , Huawei's overseas regional operation centers have more than 2000 Experienced operators , With more than 50% For local employees who are familiar with the local market .

From the perspective of realization , Developers can use Huawei HMS In ecology HMS Core The service solves account and payment problems .HMS Core In app payment service , First, pass the password by relying on the Huawei account + Verification code ensures account security , On this basis, it provides a convenient in app payment experience .

In addition to ensuring the basic account number and payment function , Diversified business models are also crucial to realization . Remove the common internal purchase and buyout patterns , Subscription has also become one of the important business models of the current sea games . According to the “ white paper ” According to the results of the survey , In the current main business model of sea games , The recognition rate of subscription realization reaches 43.2%, It has gone beyond the traditional advertising 40.5%.

At this point , Huawei AppTouch It provides a unique platform for developers to go to sea VIP Service A subscription model .AppTouch VIP Service Aggregate developer's premium content , By providing users with no advertising 、 Periodic subscription service without internal purchase , Expand revenue channels for developers , Generate additional subscription revenue share , Accelerate commercial realization .

According to relevant data , At present AppTouch VIP Service Of TOP 10 Intermodal partners , Average revenue from going to sea ROI the height is 201%. for example , Join in AppTouch VIP Service After 《Stickman Rope Hero》, stay 2020 year 12 Month to 2021 year 11 For nearly a year , Revenue has increased 1813%; At the same time , Another game 《Bike Blast》 Income has increased 707%, The effect of increasing income is remarkable .

To further enrich AppTouch VIP Service Partner benefits , promote AppTouch VIP Service User experience ,AppTouch It's also a big launch VIP Service High quality content incentive policy ：

Incentives ： by VIP Service Quality content provides $10000/ The incentive fund of ;

Selection method ： Open enrollment , AppTouch The team will be content-based revenue 、 Download and other data and rating information for comprehensive evaluation , If you pass the assessment, you can participate in the incentive plan ;

entry-into-force time ：2022.1.1-2023.12.31

Scope of content ： Global publishing content

Conclusion ： Choose the right market and partners , Compete for game globalization

Although Chinese games have achieved very good results in the global market , But in “ All the people go to sea ” Under the tide of , The competition of game globalization will become more and more fierce . In this context , According to their own characteristics and advantages , Choose to cut into the track of medium and light games with great potential , Aim at the market and cultivate accurately , It is a wise choice for developers going to sea .

meanwhile , In the complicated overseas market , Many overseas developers who focus on content output and creative realization may have no time to consider local promotion 、 Data protection and policy compliance . In this case , Choose those with global ecological construction ability “ "One-stop" work style ” The platform becomes very important . Huawei mentioned above HMS Ecology is a typical example in the industry , It is empowered by the experience of globalization 、 Localized operation helps 、 One stop efficient acquisition and realization 、 An all-round incentive policy for going to sea , Help Chinese developers solve the problem of going to sea 、 Help business succeed .

For the sail away team , Especially for the medium and light game developers that this article focuses on , If Huawei is chosen, it is willing to invest in ecological construction , Continuously launch various incentive policies , Partners who continue to help developers , It will help clear more obstacles to going to sea , Realize efficient sailing 、 Win win future .（ Source of the article ： Independent sea going consortium ）