游戏跨端与出海新趋势：大厂如何布局全球化市场？
游戏跨端与出海新趋势：大厂如何布局全球化市场？
Cross-Platform Gaming and Global Expansion: How Major Players Are Strategizing for Worldwide Markets?
记者 | 崔鹏
Reporter | Cui Peng
在9月15日结束的"2022 Google开发者大会"上，米哈游、江娱互动、cocos引擎和谷歌的相关业务负责人在圆桌环节就游戏跨平台与设备联通趋势、国内厂商出海、广告投放与买量策略等问题进行了分享。
At the "2022 Google Developer Conference" concluding on September 15, representatives from miHoYo, Jiangyu Interactive, Cocos Engine, and Google shared insights on cross-platform gaming trends, Chinese companies' global expansion, and advertising strategies during a panel discussion.
多端互通：游戏生态的未来趋势
Multi-Platform Connectivity: The Future of Gaming Ecosystems
在游戏领域，多端触达对于构建多样化游戏生态至关重要。米哈游在《原神》立项之初，便确立了"多端互通"的产品路线，米哈游国际化副总裁金雯怡表示："我们希望让用户能自由选择游戏落地平台，并在不同设备上实现无缝链接。"
In the gaming industry, multi-platform accessibility is crucial for building diverse gaming ecosystems. From the inception of "Genshin Impact," miHoYo established a "cross-platform connectivity" strategy. Jin Wenyi, Vice President of Internationalization at miHoYo, stated: "We want users to freely choose their gaming platform and enjoy seamless transitions between devices."
产品发布后，米哈游发现用户基于自身选择出现了较多的跨端使用行为，这对游戏厂商如何精准界定用户提出了不小的挑战。米哈游选择结合多方面、不同维度的数据去考量重要指标的表现形式。
Post-launch, miHoYo observed significant cross-platform usage patterns, presenting challenges in user identification. The company adopted a multi-dimensional data approach to evaluate key performance indicators.
出海策略：Freemium模式的全球机遇
Global Expansion: The Freemium Model's Worldwide Potential
在ROI（投资回报率）和推广发行策略方面，Freemium商业模式大大降低了海外用户的游戏进入门槛，帮助《原神》在海外市场触达了更广泛的用户。
Regarding ROI and marketing strategies, the Freemium business model significantly lowered entry barriers for international users, helping "Genshin Impact" reach broader global audiences.
在推广方面，米哈游非常重视内容营销和对用户的维系。金雯怡表示，米哈游会根据不同平台用户的媒体触达习惯来推送不同的内容，同时通过Play Station的Blog定期发布版本的预告内容。
For promotion, miHoYo emphasizes content marketing and user retention. Jin noted they tailor content to each platform's user behavior and regularly release version previews via PlayStation's official blog.
平台转换：Web端的增长突破口
Platform Transition: Web as a Growth Catalyst
与米哈游同时发布移动端、PC原生和Play Station主机端产品不同，江娱互动旗下《口袋奇兵》选择了从移动端转换到PC端。
Unlike miHoYo's simultaneous multi-platform release, Jiangyu Interactive's "Top War" transitioned from mobile to PC.
江娱互动《口袋奇兵》网页版广告投放负责人宋志京表示，为了寻找更多增长突破口，在与Google进行深入探讨后，《口袋奇兵》选择了Web Game。
Song Zhijing, advertising lead for "Top War" web version, explained they chose web gaming after consulting with Google to identify new growth opportunities.
宋志京表示，Web端用户可以分成"更典型用户"和"非典型"用户两类，"更典型用户"对游戏更加挑剔，这类用户能快速分辨出游戏质量；而"非典型"用户则较少接触游戏。
Song categorized web users into "core" and "casual" gamers, noting core users are more discerning about quality while casual users have less gaming experience.
技术赋能：提升Web端用户体验
Technology Enablement: Enhancing Web User Experience
cocos引擎CEO林顺给出了搜索端和引擎端的趋势观察，他发现目前很多游戏在Web平台和其他一些更轻量级的平台，仍存在很大新用户潜力。
Lin Shun, CEO of Cocos Engine, observed significant untapped potential for games on web and lightweight platforms from search and engine data perspectives.
对游戏应用产品来说，Web端性能将直接影响玩家的用户体验。腾讯旗下的海外直播平台Trovo技术负责人罗学成表示，Trovo将一系列Google Web端的技术应用到与用户触达的多个环节。
For gaming products, web performance directly impacts user experience. Luo Xuecheng, technical lead at Tencent's Trovo platform, shared they've implemented various Google web technologies across user touchpoints.
