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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降，腾讯CEO马化腾却将其视为公司"国际化的最大希望"。在1月29日的内部会议上，马化腾强调游戏业务是腾讯的王牌，必须全力投入出海战略。

China's game export revenue continues to decline, yet Tencent CEO Pony Ma regards it as the company's "greatest hope for internationalization". At an internal meeting on January 29, Ma emphasized that gaming is Tencent's trump card and must fully commit to the globalization strategy.

根据Sensor Tower数据，2023年米哈游海外收入增长14%，创历史新高；点点互动海外收入达到2022年的近3倍。但《2023年中国游戏出海研究报告》显示，中国自研游戏海外收入同比下降5.65%，降幅扩大。

According to Sensor Tower data, miHoYo's overseas revenue grew by 14% in 2023, hitting a record high; DDM's overseas revenue nearly tripled compared to 2022. However, the "2023 China Game Globalization Report" shows that revenue from China's self-developed games overseas fell by 5.65%, with the decline widening.

马化腾指出："游戏出海是腾讯国际化的最大希望。我们要像打了鸡血一样振奋起来，不进则退。"腾讯2023年Q3财报显示，海外游戏收入占游戏总收入近30%，增速(14%)超过本土市场(5%)。

Pony Ma stated: "Game globalization is Tencent's greatest hope for internationalization. We need to be as energized as if we've been injected with chicken blood - advance or retreat." Tencent's Q3 2023 financial report shows that overseas game revenue accounts for nearly 30% of total game revenue, with growth (14%) outpacing the domestic market (5%).

全球游戏市场2023年规模达11773.79亿元，同比增长6%。中国游戏在美国、日本、韩国市场收入增长明显，但整体出海面临三大挑战：

The global gaming market reached 1,177.379 billion yuan in 2023, a 6% year-on-year increase. Chinese games showed significant revenue growth in the US, Japan, and South Korea markets, but overall globalization faces three major challenges:

1. 买量成本飙升：2023年获客成本比2022年翻倍，达40-50美元/用户
2. 文化壁垒：需要深度本土化而非简单产品创新
3. 人才短缺：缺乏具备跨国运营能力的专业团队

1. Soaring user acquisition costs: 2023 costs doubled from 2022, reaching $40-50 per user
2. Cultural barriers: Require deep localization rather than simple product innovation
3. Talent shortage: Lack of professional teams with cross-border operational capabilities

专家认为，AI技术和游戏引擎的进步将改变游戏开发效率。腾讯若能聚焦长线运营、全球IP和多元化品类，仍有机会在出海赛道实现突破。正如马化腾所言："要找准主业聚焦，不做太多硬件投入。"

Experts believe advancements in AI technology and game engines will transform game development efficiency. If Tencent can focus on long-term operations, global IPs, and diversified genres, it still has opportunities to achieve breakthroughs in globalization. As Pony Ma said: "We need to identify and focus on our core business, without excessive investment in hardware."