腾讯游戏出海战略：马化腾的"最大希望"面临哪些挑战？
中国游戏出海收入持续下滑，腾讯CEO马化腾在近期内部会议上将游戏出海称为公司"国际化的最大希望"。这位互联网巨头掌门人要求团队"像打了鸡血一样振奋起来"，因为游戏行业正面临"不进则退"的严峻形势。
China's game export revenue continues to decline, Tencent CEO Pony Ma recently called game globalization the company's "greatest hope for internationalization" at an internal meeting. The internet giant's leader demanded the team "be as excited as if injected with chicken blood" because the gaming industry is facing a severe situation of "advance or retreat".
根据Sensor Tower数据，2023年米哈游海外收入增长14%创历史新高，稳居出海手游发行商收入榜首；点点互动海外收入达到2022年的近3倍，成为增长最快的发行商。然而，《2023年中国游戏出海研究报告》显示，2023年中国自研游戏海外实际销售收入同比下降5.65%，降幅较2022年进一步扩大。
According to Sensor Tower data, miHoYo's overseas revenue grew by 14% in 2023, hitting a record high and maintaining its position as the top revenue-generating mobile game publisher going global; DDM's overseas revenue nearly tripled compared to 2022, becoming the fastest-growing publisher. However, the "2023 China Game Globalization Research Report" shows that the actual sales revenue of China's self-developed games overseas decreased by 5.65% year-on-year in 2023, with the decline further widening compared to 2022.
腾讯游戏面临三重挑战：
Tencent Games faces three major challenges:
- 新生代游戏公司崛起，市场竞争加剧
- 流量获取成本飙升（2023年获客成本同比翻倍）
- 文化差异与本土化人才短缺
- Rise of new generation game companies intensifying market competition
- Soaring user acquisition costs (doubled year-on-year in 2023)
- Cultural differences and shortage of localization talents
马化腾特别提到腾讯的竞争优势在于：社交基因+IP运营能力+技术积累。他强调要"在软件和游戏研发方面横向做透"，而非与硬件厂商正面竞争。
Pony Ma particularly mentioned Tencent's competitive advantages: social genes + IP operation capabilities + technological accumulation. He emphasized the need to "thoroughly expand horizontally in software and game R&D" rather than competing head-on with hardware manufacturers.
全球游戏市场呈现三大趋势：
Three major trends in the global gaming market:
- 2023年全球市场规模达11773.79亿元，同比增长6%
- 美日韩三国贡献超50%中国手游出海收入
- 超休闲类游戏持续领跑市场
- Global market size reached 1,177.379 billion yuan in 2023, up 6% year-on-year
- US, Japan and South Korea contribute over 50% of China's mobile game export revenue
- Hyper-casual games continue to lead the market
专家指出，游戏出海已进入"深水区"，成功关键不再是简单复制国内模式，而需要：
Experts point out that game globalization has entered a "deep water zone", where the key to success is no longer simply replicating domestic models, but requires:
- 深度本土化运营
- 全球IP打造能力
- Deep localization operations
- Global IP creation capabilities
- Innovative application of technologies like AI
马化腾的警示表明：中国游戏企业的"大航海时代"远未结束，但航行方向需要更加精准的罗盘。腾讯能否在游戏出海领域实现突破，将直接影响其国际化战略的成败。
Pony Ma's warning shows that the "Age of Exploration" for Chinese game companies is far from over, but the navigation direction requires a more precise compass. Whether Tencent can achieve breakthroughs in game globalization will directly affect the success or failure of its internationalization strategy.
