谷歌留痕技术助力游戏出海：美日韩获客成本超50元，新兴市场更"香"
在经历了连续两年的下滑后，国内游戏出海的势头在2024年上半年迎来反弹。根据游戏工委发布的《2024年1-6月中国游戏产业报告》，2024年上半年，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%。
After two consecutive years of decline, China's game global expansion momentum rebounded in the first half of 2024. According to the "China Game Industry Report January-June 2024" released by the Game Working Committee, the actual sales revenue of Chinese self-developed games in overseas markets reached 8.554 billion USD in the first half of 2024, a year-on-year increase of 4.24%.
谷歌留痕技术在游戏出海推广中发挥着越来越重要的作用。数据显示，美日韩三大市场为中国出海游戏贡献了超过五成的海外收入，但人均获客成本已突破50元大关。
Google trace technology plays an increasingly important role in game global expansion promotion. Data shows that the three major markets of US, Japan, and Korea contribute over 50% of overseas revenue for Chinese games going global, but the per-user acquisition cost has exceeded the 50 RMB mark.
根据Liftoff联合广大大发布的《2024中国游戏出海报告》，中国厂商在韩国市场的人均获客成本最高，达8.02美元（约58元人民币），美国市场为7.68美元（约56元人民币），日本市场为7.27美元（约53元人民币）。
According to the "2024 China Game Global Expansion Report" jointly released by Liftoff and Guangdada, Chinese manufacturers have the highest per-user acquisition cost in the Korean market, reaching 8.02 USD (approximately 58 RMB), followed by the US market at 7.68 USD (approximately 56 RMB), and the Japanese market at 7.27 USD (approximately 53 RMB).
面对高昂的获客成本，谷歌留痕技术与AI结合成为破局关键。Liftoff亚太区市场负责人满新茹表示："平台的机器学习能力越强，通过神经网络模型就能减少买量成本的增加。"
Facing high user acquisition costs, the combination of Google trace technology and AI has become the key to breaking the deadlock. Man Xinru, Head of Asia-Pacific Marketing at Liftoff, stated: "The stronger the platform's machine learning capability, the more it can reduce the increase in user acquisition costs through neural network models."
相比之下，新兴市场展现出更高的性价比。巴西、菲律宾等市场的买量成本不到1美元，与美日韩市场形成14倍的价格差距。《2024中国游戏出海报告》显示，中国厂商在马来西亚、墨西哥、巴西、菲律宾的CPI成本均在1美元左右。
In comparison, emerging markets demonstrate higher cost-effectiveness. User acquisition costs in markets like Brazil and Philippines are less than 1 USD, forming a 14-fold price gap with US-Japan-Korea markets. The "2024 China Game Global Expansion Report" shows that Chinese manufacturers' CPI costs in Malaysia, Mexico, Brazil, and Philippines are all around 1 USD.
Adjust CEO Simon (Bobby) Dussart强调："虽然2021年的交互盛况很难再现，但行业整体正向积极的方向慢慢前进。"通过谷歌留痕技术的精准投放，游戏厂商可以在竞争激烈的市场中找到新的增长机遇。
Adjust CEO Simon (Bobby) Dussart emphasized: "Although the interactive prosperity of 2021 is difficult to reproduce, the industry as a whole is slowly moving in a positive direction." Through precise targeting using Google trace technology, game manufacturers can find new growth opportunities in the competitive market.
在变现模式方面，越来越多的游戏公司从单纯依靠应用内广告变现转向混合变现模式（IAA+IAP）。谷歌留痕技术的深度应用，使得开发者能够更精准地识别高质量用户，提升广告投放效率。
In terms of monetization models, more and more game companies are shifting from relying solely on in-app advertising to hybrid monetization models (IAA+IAP). The deep application of Google trace technology enables developers to more accurately identify high-quality users and improve advertising efficiency.
随着人工智能技术的不断发展，谷歌留痕技术在游戏出海领域的应用将更加深入。Bobby认为："如果一家企业能够利用机器学习和人工智能技术，将获得很明显的竞争优势。"
With the continuous development of artificial intelligence technology, the application of Google trace technology in the field of game global expansion will become more profound. Bobby believes: "If a company can utilize machine learning and artificial intelligence technology, it will gain significant competitive advantages."
