27家中国手游发行商海外营收破1亿美元 游戏出海进入精细化运营时代

27家中国手游发行商海外营收破1亿美元 游戏出海进入精细化运营时代

27 Chinese Mobile Game Publishers Surpass $100M in Overseas Revenue as Game Globalization Enters Refined Operation Era

每经记者 温梦华 宋美璐 编辑 文多

Reporter: Wen Menghua, Song Meilu | Editor: Wen Duo

在刚刚过去的年报季，游戏出海正成为各大游戏公司成绩单中的"显眼包"。据《每日经济新闻》记者不完全统计，2023年中国游戏厂商的海外收入整体占比正在进一步提高。

During the recent financial reporting season, game globalization has become the "highlight" in the performance reports of major gaming companies. According to incomplete statistics from National Business Daily, the proportion of overseas revenue for Chinese game developers continued to increase in 2023.

核心数据：

Key Data:

• 2023年中国自研游戏海外收入163.66亿美元
• 27家手游发行商海外营收超1亿美元
• 米哈游海外收入首次超越腾讯
• 2023 China's self-developed game overseas revenue: $16.366 billion
• 27 mobile game publishers exceeded $100M in overseas revenue
• miHoYo's overseas revenue surpassed Tencent for the first time

游戏出海"换皮躺赢时代"结束

End of "Reskin and Win" Era in Game Globalization

伽马数据显示，2023年中国企业自研游戏的海外市场实际销售收入为163.66亿美元，同比下降5.65%。值得注意的是，2023年出海收入同比下降的企业数量占比超过了50%。

Gamma Data shows that in 2023, the actual sales revenue of Chinese self-developed games in overseas markets was $16.366 billion, down 5.65% year-on-year. Notably, over 50% of companies experienced year-on-year declines in overseas revenue.

中娱智库创始人高东旭表示："海外市场正从蓝海变成红海。成熟市场增长放缓，但中东、拉美等新兴市场成为新机遇。"

Gao Dongxu, founder of China Entertainment Intelligence, stated: "The overseas market is transitioning from blue ocean to red ocean. While growth in mature markets slows down, emerging markets like the Middle East and Latin America present new opportunities."

头部厂商表现亮眼

Strong Performance from Leading Companies

data.ai数据显示，2023年共有27家手游发行商的海外营收突破1亿美元。其中：

According to data.ai, 27 mobile game publishers exceeded $100 million in overseas revenue in 2023, including:

• 米哈游：海外收入同比提升14%，首次登顶出海收入榜
• 腾讯：国际市场游戏收入同比增长14%，达532亿元
• 三七互娱：境外营收58.07亿元，占总营收35.1%
• miHoYo: Overseas revenue increased 14% YoY, topping the list for the first time
• Tencent: International game revenue grew 14% YoY to ¥53.2 billion
• 37 Interactive: Overseas revenue reached ¥5.807 billion, accounting for 35.1% of total revenue

小游戏与AI技术成新趋势

Mini Games and AI Technology Emerge as New Trends

2024年，"小游戏出海"成为市场新焦点。App Growing国际版数据显示，多款小游戏月流水已达千万级。

In 2024, "mini game globalization" has become a new market focus. Data from App Growing International shows several mini games have reached monthly revenues of tens of millions.

同时，AI技术正成为游戏出海新引擎。多家游戏公司在年报中提及AI布局：

Meanwhile, AI technology is becoming a new engine for game globalization. Several companies mentioned AI deployment in their annual reports:

• 三七互娱提出"AI三步走"策略
• 巨人网络组建AI创新实验室
• 祖龙娱乐成立AI工具研究所
• 37 Interactive proposed "Three-step AI Strategy"
• Giant Network established AI Innovation Lab
• Zulong Entertainment founded AI Tools Research Institute

CIC灼识咨询执行董事姜骁潇表示："区别于以前的简单'换皮'，近年来中国游戏出海呈现深度本地化特点，内容更贴近当地文化。"

Jiang Xiaoxiao, Executive Director of CIC Burning Wisdom Consulting, noted: "Different from simple 'reskinning' in the past, Chinese game globalization now features deep localization, with content more aligned with local cultures."

伽马数据王旭认为："全球市场的体量和多样化有助于中国游戏产业的可持续发展。企业集体出海是必然趋势。"

Wang Xu from Gamma Data believes: "The scale and diversity of global markets benefit the sustainable development of China's game industry. Collective globalization of enterprises is an inevitable trend."