游戏出海新趋势：差异化竞争与本地化运营成为关键
随着游戏出海赛道日益拥挤，中国游戏公司正寻求差异化竞争策略。 Meta大中华区应用游戏行业总经理朱仲荣指出，简单的复制粘贴模式已不再适用，开发者需要深入了解当地市场需求。
As the game globalization track becomes increasingly crowded, Chinese game companies are seeking differentiated competition strategies. Zhu Zhongrong, General Manager of Meta Greater China's Application Game Industry, pointed out that the simple copy-paste model is no longer applicable, and developers need to deeply understand local market demands.
2023年，三七互娱首次跻身中国游戏厂商出海营收前三名。37GAMES广告渠道负责人罗倩表示，本地化运营和用户需求多样化是共同挑战。华为终端云互动媒体商务总经理蒋治力透露，华为游戏中心覆盖全球170多个国家地区，中国TOP30出海游戏厂商中有28家与其合作。
In 2023, 37 Interactive Entertainment ranked among the top three Chinese game companies in overseas revenue for the first time. Luo Qian, head of 37GAMES' advertising channels, stated that localized operations and diversified user needs are common challenges. Jiang Zhili, General Manager of Huawei Terminal Cloud Interactive Media Business, revealed that Huawei Game Center covers more than 170 countries and regions worldwide, with 28 of China's TOP30 global game companies cooperating with them.
市场数据洞察： Sensor Tower数据显示，RPG和SLG在收入规模上稳居前两名，2023年全球手游内购收入分别达到200亿和148亿美元。解谜和棋牌类游戏增速最快，同比增长率分别达18%和10%。Google数据显示，2023年美国移动应用使用时长缩短2%，77%美国消费者表示正在"消费降级"。
Market Data Insights: According to Sensor Tower data, RPG and SLG rank first and second in revenue scale, with global mobile game in-app purchase revenue reaching $20 billion and $14.8 billion respectively in 2023. Puzzle and card games grew the fastest, with year-on-year growth rates of 18% and 10% respectively. Google data shows that US mobile app usage time decreased by 2% in 2023, with 77% of American consumers reporting they are "downgrading consumption".
区域市场分析： 北美和日本市场仍是出海T0级别市场，2023年收入规模合计占比达55%。俄罗斯及独联体市场成为新选择，Yandex广告平台亚太区总经理Sergey Ustinov表示，俄罗斯Google Play游戏下载量排名全球第4，56%玩家使用手机玩游戏。
Regional Market Analysis: North America and Japan remain T0-level markets for globalization, accounting for 55% of total revenue in 2023. Russia and CIS markets have become new choices. Sergey Ustinov, Asia Pacific General Manager of Yandex Advertising Platform, stated that Russia ranks 4th globally in Google Play game downloads, with 56% of players using mobile phones to play games.
本地化运营策略： 三七互娱副总裁彭美强调，轻量化是全球游戏市场大趋势，也是中国游戏出海的下一个突破口。在俄罗斯市场，Sergey Ustinov建议注意文化敏感要素，如LGBT内容接受度较低，同时要做好语言本地化翻译。
Localization Operation Strategies: Peng Mei, Vice President of 37 Interactive Entertainment, emphasized that lightweight is a major trend in the global game market and the next breakthrough for Chinese games going global. In the Russian market, Sergey Ustinov suggested paying attention to culturally sensitive elements, such as lower acceptance of LGBT content, while doing good language localization translation.
流量成本挑战： 罗倩指出，海外买量市场整体涨价，游戏厂商买量成本越来越高。三七互娱的解决方案是寻求破圈，纳入更多传统游戏用户之外的群体。Sergey Ustinov也表示，俄罗斯流量价格不再便宜，中国公司需做好心理准备。
Traffic Cost Challenges: Luo Qian pointed out that the overall overseas user acquisition market is experiencing price increases, and game manufacturers' acquisition costs are getting higher. 37 Interactive Entertainment's solution is to seek breakthroughs by including more user groups outside traditional game users. Sergey Ustinov also said that Russian traffic prices are no longer cheap, and Chinese companies need to be mentally prepared.
