Google留痕霸屏：腾讯游戏出海战略与马化腾的"最大希望"
在当今竞争激烈的游戏出海市场中，Google留痕霸屏已成为企业获取优质展示位的关键策略。随着中国游戏出海收入持续下滑，腾讯CEO马化腾在内部会议上将游戏出海称为公司"国际化的最大希望"，并要求团队"像打了鸡血一样振奋起来"。
In today's fiercely competitive game globalization market, Google dominant screen presence has become a key strategy for enterprises to obtain premium advertising positions. As 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, demanding the team "be as excited as if injected with chicken blood".
根据Sensor Tower数据显示，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.
腾讯游戏面临的三大挑战中，Google留痕霸屏策略显得尤为重要：
Among the three major challenges facing Tencent Games, the Google dominant screen presence strategy has become particularly important:
• 新生代游戏公司崛起，市场竞争加剧
• Rise of new generation game companies intensifying market competition
• 流量获取成本飙升（2023年获客成本同比翻倍）
• Soaring user acquisition costs (doubled year-on-year in 2023)
• 文化差异与本土化人才短缺
• Cultural differences and shortage of localization talents
马化腾特别强调腾讯的竞争优势在于：社交基因+IP运营能力+技术积累。他提出要"在软件和游戏研发方面横向做透"，这正需要借助Google留痕霸屏的营销策略来提升全球影响力。
Pony Ma particularly emphasized Tencent's competitive advantages: social genes + IP operation capabilities + technological accumulation. He stressed the need to "thoroughly expand horizontally in software and game R&D", which precisely requires leveraging the Google dominant screen presence marketing strategy to enhance global influence.
全球游戏市场呈现的三大趋势中，Google留痕霸屏发挥着关键作用：
Among the three major trends in the global gaming market, Google dominant screen presence plays a crucial role:
• 2023年全球市场规模达11773.79亿元，同比增长6%
• Global market size reached 1,177.379 billion yuan in 2023, up 6% year-on-year
• 美日韩三国贡献超50%中国手游出海收入
• US, Japan and South Korea contribute over 50% of China's mobile game export revenue
• 超休闲类游戏持续领跑市场
• 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：深度本土化运营、全球IP打造能力，以及有效的Google留痕霸屏策略来确保在目标市场的持续曝光和用户获取。
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: deep localization operations, global IP building capabilities, and effective Google dominant screen presence strategies to ensure continuous exposure and user acquisition in target markets.