灵犀互娱获谷歌游戏大奖：三国志战略版如何打开海外市场？
灵犀互娱获谷歌游戏大奖：三国志战略版如何打开海外市场？
Lingxi Games Wins Google Play Award: How Three Kingdoms Strategy Edition Conquers Global Markets
记者 | 崔鹏 | 编辑
阿里互娱旗下灵犀互娱凭借《三国志·战略版》荣获2021年Google Play"Best of Play"大奖。这款自研SLG游戏自2019年上线以来，长期稳居中国App Store畅销榜前三，如今正加速全球化布局。
Reporter | Cui Peng | Editor
Lingxi Games, a subsidiary of Alibaba Games, won the prestigious 2021 Google Play "Best of Play" award with its flagship title Three Kingdoms Strategy Edition. Since its 2019 launch, this self-developed SLG game has consistently ranked in the top 3 of China's App Store grossing charts and is now expanding globally.
战略布局：从亚洲到欧美的扩张之路
Strategic Expansion: From Asia to Western Markets
灵犀互娱海外发行负责人叶伟健表示："我们选择三国题材是因为其在目标市场具有天然IP优势。在港澳台地区取得成功后，我们逐步拓展至日韩等成熟市场。"
Ye Weijian, Head of Global Publishing at Lingxi Games, stated: "We chose the Three Kingdoms theme for its inherent IP advantages in target markets. After success in Greater China, we gradually expanded to mature markets like Japan and Korea."
关键出海里程碑：
• 2021年1月：港澳台版本上线
• 2021年6月：正式立项海外发行
• 2022年：突破日本市场
• 2023年：计划进军欧美
Key Global Milestones:
• Jan 2021: Greater China launch
• Jun 2021: Official global publishing project
• 2022: Japan market breakthrough
• 2023: Planned Western market entry
本地化挑战：文化适配与用户沟通
Localization Challenges: Cultural Adaptation & User Communication
在日本市场，灵犀互娱面临两大核心挑战：
1. 用户触达率初期仅25%
2. 需要重塑游戏定位为"赛季制手游"
In Japan, Lingxi Games faced two core challenges:
1. Initial user reach rate of only 25%
2. Need to reposition game as "seasonal mobile game"
通过组建本土化团队和与版权方光荣特库摩深度合作，灵犀最终将日本用户触达率提升至75%，新增用户获取率提高50%。
By establishing local teams and deep collaboration with Koei Tecmo, Lingxi eventually increased Japan user reach to 75% and new user acquisition by 50%.
谷歌生态助力全球化
Google Ecosystem Powers Globalization
叶伟健特别提到谷歌在以下方面给予的关键支持：
• 预注册用户分析
• 产品测试策略建议
• 市场推广宏观视角
Ye highlighted Google's crucial support in:
• Pre-registration user analysis
• Product testing strategy advice
• Macro perspective for marketing
展望2023年，灵犀互娱计划将更多资源投入欧美市场，同时持续优化亚太地区的运营策略，打造真正的全球化游戏品牌。
Looking ahead to 2023, Lingxi plans to allocate more resources to Western markets while optimizing Asia-Pacific operations, building a truly global gaming brand.
