Google推广专家解析：游戏出海高成本时代的市场突破策略
2024年游戏出海市场迎来强势反弹，中国自主研发游戏在海外市场收入达到85.54亿美元，同比增长4.24%。根据Business of Apps数据显示，中国手游已占据全球手游收入的31%。腾讯、网易等行业巨头通过专业的Google推广策略，持续保持全球领先的投资回报率。
The overseas game market experienced a strong rebound in 2024, with China's self-developed games generating $8.554 billion in overseas revenue, representing a 4.24% year-on-year increase. According to Business of Apps data, Chinese mobile games now account for 31% of global mobile game revenue. Giants like Tencent and NetEase continue to maintain globally leading ROI through professional Google promotion strategies.
在Google推广领域，美日韩市场的人均获客成本已超过50元，成为游戏出海的最大挑战。Adjust CEO Simon Dussart强调："隐私政策更新和苹果ATT框架等因素导致消费者支出下滑，Google推广成本持续上升。"
In the field of Google promotion, customer acquisition costs in US, Japan and South Korea markets have exceeded 50 RMB, becoming the biggest challenge for game overseas expansion. Adjust CEO Simon Dussart emphasized: "Factors such as privacy policy updates and Apple's ATT framework have led to declining consumer spending and continuously rising Google promotion costs."
主要市场获客成本分析 | Analysis of Customer Acquisition Costs in Major Markets
韩国：8.02美元(约58元) | South Korea: $8.02 (~58 RMB)
美国：7.68美元(约56元) | USA: $7.68 (~56 RMB)
日本：7.27美元(约53元) | Japan: $7.27 (~53 RMB)
Liftoff亚太区市场负责人满新茹指出："下半年Google推广流量价格将持续上涨，厂商不仅需要关注下载量，更要通过专业的Google推广策略重视用户后续转化和付费能力。"
Liftoff Asia Pacific Marketing Director Man Xinru stated: "Google promotion traffic prices will continue to rise in the second half of the year. Manufacturers not only need to focus on downloads but also pay more attention to subsequent conversions and payment capabilities through professional Google promotion strategies."
高性价比新兴市场 | Cost-effective Emerging Markets
相比美日韩高成本市场，巴西、菲律宾等新兴市场通过Google推广的买量成本不到1美元，为游戏出海提供了新的机遇。
Compared with high-cost markets like US, Japan and South Korea, customer acquisition costs through Google promotion in emerging markets such as Brazil and Philippines are less than $1, providing new opportunities for game overseas expansion.
菲律宾：0.55美元(约4元) | Philippines: $0.55 (~4 RMB)
巴西：0.85美元(约6元) | Brazil: $0.85 (~6 RMB)
墨西哥：0.92美元(约7元) | Mexico: $0.92 (~7 RMB)
AI技术正在成为优化Google推广效果、降低获客成本的关键工具。通过机器学习预测用户行为，实现精准的Google推广投放。Adjust数据显示，采用混合变现模式并结合智能Google推广策略的游戏公司获得了更好的增长表现。
AI technology is becoming a key tool for optimizing Google promotion effectiveness and reducing acquisition costs. Machine learning predicts user behavior for precise Google promotion delivery. Adjust data shows that game companies adopting hybrid monetization models combined with intelligent Google promotion strategies achieve better growth performance.
专家建议 | Expert Recommendations
对于寻求突破的游戏厂商，Google推广专家建议：
For game companies seeking breakthroughs, Google promotion experts recommend:
• 优先考虑ROAS高的欧洲、中东和非洲市场(平均ROAS 17%) | Prioritize EMEA markets with high ROAS (average 17%)
• 利用AI技术优化Google推广广告创意和投放 | Use AI to optimize Google promotion ad creatives and delivery
• 采用混合变现模式提升Google推广收益 | Adopt hybrid monetization models to increase Google promotion revenue
• 关注拉丁美洲等新兴市场的Google推广机会 | Pay attention to Google promotion opportunities in emerging markets like Latin America
