2024游戏出海市场分析：美日韩获客成本超50元，哪些新兴市场更值得投入？
中国游戏出海市场在2024年迎来反弹。根据中国音数协游戏工委发布的《2024年1-6月中国游戏产业报告》，上半年中国自主研发游戏海外市场实际销售收入达85.54亿美元，同比增长4.24%。腾讯、网易等中国游戏巨头的投资回报率持续位居全球前列。
The Chinese game overseas market rebounded in 2024. According to the "China Game Industry Report January-June 2024" released by the China Game Industry Group Committee, the actual overseas sales revenue of China's self-developed games reached $8.554 billion in the first half of the year, a year-on-year increase of 4.24%. Chinese gaming giants like Tencent and NetEase continue to rank among the global leaders in ROI.
美日韩市场：高成本与高回报并存
US/JP/KR Markets: High Costs Coexist With High Returns
数据显示，美、日、韩三大市场贡献了中国游戏出海收入的57.48%（分别占比33%、15.66%和8.82%）。但获客成本也持续攀升：
Data shows that the three major markets of US, Japan and South Korea contribute 57.48% of Chinese game overseas revenue (accounting for 33%, 15.66% and 8.82% respectively). But user acquisition costs continue to rise:
- 韩国：8.02美元（约58元人民币）
- 美国：7.68美元（约56元人民币）
- 日本：7.27美元（约53元人民币）
Liftoff亚太区市场负责人满新茹表示："短期内CPI价格不可能下降，只会越来越高。广告主现在不仅关注下载量，更看重用户的后续转化和付费能力。"
Liftoff Asia Pacific Marketing Director Man Xinru said: "CPI prices are unlikely to drop in the short term and will only get higher. Advertisers now focus not only on downloads but also on users' subsequent conversion and payment ability."
新兴市场：高性价比的蓝海机遇
Emerging Markets: Cost-Effective Blue Ocean Opportunities
相比之下，拉美、东南亚等新兴市场的获客成本显著降低：
In comparison, emerging markets like Latin America and Southeast Asia have significantly lower user acquisition costs:
| 市场/Market | CPI成本/CPI Cost | ROAS |
|---|---|---|
| 拉丁美洲/Latin America | 0.29-1.19美元 | 14% |
| 中东/Middle East | 0.69-2.52美元 | 17% |
| 菲律宾/Philippines | 约4元人民币 | 15% |
关键发现：虽然北美市场获客成本高，但展示安装转化率(ITI)是日本的4倍；欧洲、中东和非洲区域的广告投资回报率最高，达17%。
Key Findings: Although North America has high acquisition costs, its impression-to-install rate (ITI) is 4 times that of Japan; Europe, Middle East and Africa have the highest advertising ROI at 17%.
行业趋势：AI赋能与变现模式创新
Industry Trends: AI Empowerment and Monetization Model Innovation
Adjust CEO Simon Dussart指出："能够利用AI技术的企业将获得明显竞争优势。AI可以帮助预测哪些广告创意会与特定用户产生共鸣。"
Adjust CEO Simon Dussart pointed out: "Companies that can leverage AI technology will gain significant competitive advantages. AI can help predict which ad creatives will resonate with specific users."
另一个重要趋势是变现模式从纯广告(IAA)向混合模式(IAA+IAP)转变。数据显示，游戏内购买已连续六个季度环比增长。
Another important trend is the shift from pure advertising (IAA) to hybrid models (IAA+IAP). Data shows that in-game purchases have grown quarter-over-quarter for six consecutive quarters.
专家建议：对于预算有限的中小厂商，可优先考虑拉美、东南亚等新兴市场；而追求品牌价值和长期用户沉淀的大厂，仍需重视美日韩等成熟市场。
Expert Advice: For small and medium-sized manufacturers with limited budgets, emerging markets such as Latin America and Southeast Asia can be prioritized; large manufacturers pursuing brand value and long-term user retention still need to focus on mature markets such as the US, Japan and South Korea.
