【Liftoff_SocialPeta】2024年中国游戏厂商出海报告_35页_5mb

Summary of "Guide to Growing Chinese Gaming Apps Overseas"

Core Content

This guide provides insights and strategies for Chinese game developers looking to expand their games into overseas markets. It includes data on user acquisition costs (CPI), return on ad spend (ROAS), ad creative performance, and monetization trends. The document emphasizes the importance of localization, creative innovation, and leveraging AI tools for global success.

Main Points

Market Overview

• Chinese mobile games have a significant global presence, with China contributing over 31% of worldwide mobile gaming revenue.
• By 2027, Chinese gaming revenue is projected to exceed $39.6 billion globally.
• Key markets include South Korea, Japan, and the US, which are highly competitive but offer substantial returns.
• Emerging markets such as Southeast Asia and Latin America (e.g., Malaysia, Philippines, Brazil) have lower CPIs and are more cost-effective.

Cost and ROI Metrics

• CPI (Cost Per Install):
  • The US averages $7.68 per install.
  • South Korea and Japan have higher CPIs than the US.
  • CPIs on both iOS and Android are much lower in emerging markets.
• D7 ROAS (Return on Ad Spend):
  • EMEA has the highest average ROAS at 17.1%.
  • Video ads offer the best average ROAS at 21%, while banner and interstitial ads have lower returns.
  • US and Canada have high conversion rates but also high costs.

Ad Creative Insights

• Video ads are more engaging and effective, with longer videos showing higher conversion rates.
• Top Advertisers:
  • Legend of Mushroom was the top advertiser in H1 2024 by number of unique creatives.
  • Tycoon Casino was the top Android advertiser.
• Creative Testing:
  • Video ads have lower average CPI and CPA compared to other ad formats.
  • Banner ads have the highest CPA at $1.87.
  • Influencer collaborations and localized content significantly boost campaign performance.

Monetization Strategies

• Trial Characters & Items:
  • Offer temporary trials to introduce new characters or items without affecting monetization.
  • Permanent ownership can be unlocked through in-game events or currency collection.
• Limited-Time Gachas:
  • Time-limited gachas create FOMO (fear of missing out) and drive engagement.
  • Innovations include box gachas with diminishing item pools, in-gacha shops with special currencies, and milestone rewards.
• Engagement through Events:
  • Live events, seasonal collections, and minigame-like events (e.g., bingo, diceboards) enhance player interaction and retention.
  • Monitoring competition and adapting to trending event types is crucial.

Localization and AI Tools

• Hyper-Localization:
  • Tailor games and ad creatives to local audiences to improve engagement and ROI.
• Gen AI for Localization:
  • AI can help with voice localization, CTA copy, and button color localization.
  • It enables quick testing and scaling, ensuring brand compliance and relevance in new markets.

Popular Art Styles by Region

• China: Realistic graphics are popular, followed by manga and cartoon styles.
• Japan: Manga style is dominant, preferred by nearly 50% of top-grossing games.
• US: Realistic and cartoon styles are favored, with manga being less common.

Game-Specific Insights

• Legend of Mushroom:
  • A globally successful minigame by 4399.
  • High number of unique creatives (27.2K) and strong performance on social platforms.
• Block Blast!:
  • A classic block-matching game with a unique sound effect that drives engagement.
  • High impressions (75.8K) and conversions (2.4K) in the US market.
• AFK Journey:
  • A sequel to AFK Arena, dominating charts in the US, Canada, and UK.
  • Uses KOL advertising effectively to build a user base quickly.
• Gossip Harbor:
  • Continuously introduces new live events to maintain engagement.
  • Examples include seasonal collections, race events, and diceboard events.

Key Information

• Data Sources: The guide is based on data from GameRefinery, Liftoff, and SocialPeta.
• Timeframe: Data spans from May 1, 2023, to June 30, 2024.
• Total Impressions: 133B
• Total Clicks: 7.9B
• Total Installs: 18M

Conclusion

Chinese game developers have a strong foothold in global markets, particularly in the US, Japan, and South Korea. Success in these markets requires a combination of high-quality creative content, effective monetization strategies, and a deep understanding of local preferences and trends. Emerging markets offer cost-effective opportunities for expansion, while AI and hyper-localization are key tools for maintaining competitiveness and engagement.