灵犀互娱海外市场拓展策略：从谷歌游戏大奖到全球布局
记者 | 崔鹏 Editor | Cui Peng
在2021年Google Play年度最佳奖项评选中，阿里互娱旗下灵犀互娱凭借出色表现获得重要奖项。近期，灵犀互娱海外发行负责人叶伟健接受界面新闻等媒体专访，分享了公司在海外市场的发行策略和成功经验。
In the 2021 Google Play Best of Awards, Lingxi Games, a subsidiary of Alibaba Games, won major awards for its outstanding performance. Recently, Ye Weijian, head of overseas publishing at Lingxi Games, gave an exclusive interview to Jiemian News and other media outlets, sharing the company's overseas distribution strategies and success stories.
成功产品与海外布局
Successful Products and Overseas Expansion
灵犀互娱已推出《三国志·战略版》和《风之大陆》等多款自研爆款游戏。其中，《三国志·战略版》自2019年上线后长期位居苹果AppStore畅销榜前三。在国内取得优异成绩后，团队开始将该游戏推向海外市场。
Lingxi Games has launched several self-developed hit games including "Three Kingdoms Tactics" and "Land of Wind". Among them, "Three Kingdoms Tactics" has consistently ranked in the top three of Apple's AppStore bestseller list since its launch in 2019. After achieving great success in the domestic market, the team began to expand the game overseas.
海外拓展策略
Overseas Expansion Strategy
叶伟健表示："目前产品上线的市场都达到了我们预期的目标，整个过程里营收上的成绩超出我们意料。"灵犀互娱三年前就开始规划海外市场，最终通过《三国志·战略版》完成了市场探索和积累。
Ye Weijian stated: "The markets where our products have been launched have all met our expected targets, and the revenue performance throughout the process has exceeded our expectations." Lingxi Games began planning its overseas expansion three years ago and ultimately completed market exploration and accumulation through "Three Kingdoms Tactics".
市场挑战与解决方案
Market Challenges and Solutions
在日本市场，灵犀互娱面临用户触达率低的问题，初期信息触达率仅25%。通过线上联动公告等方式，团队最终将触达率提升至75%以上。在韩国市场，团队通过调整产品定位和营销策略，成功获取约50%的新增用户。
In the Japanese market, Lingxi Games faced the challenge of low user reach, with initial information reach rate at only 25%. Through methods like online joint announcements, the team eventually increased the reach rate to over 75%. In the Korean market, by adjusting product positioning and marketing strategies, the team successfully acquired about 50% of new users.
攻克最难市场：日本经验
Conquering the Toughest Market: Japanese Experience
叶伟健强调："突破日本市场，一定要在本地化和用户沟通方面扎实到位。"灵犀互娱组建了日本本地化团队，并与版权方光荣公司密切合作，确保产品符合当地用户期待。
Ye Weijian emphasized: "To break into the Japanese market, it's essential to be thorough in localization and user communication." Lingxi Games established a Japanese localization team and worked closely with the copyright holder Koei Tecmo to ensure the product meets local users' expectations.
未来规划与谷歌支持
Future Plans and Google Support
2023年，灵犀互娱将扩大亚太市场布局，并尝试进入欧美市场。在整个出海过程中，谷歌为灵犀互娱提供了从用户分析到市场策略的全方位支持。
In 2023, Lingxi Games will expand its presence in the Asia-Pacific market and attempt to enter the European and American markets. Throughout the overseas expansion process, Google has provided comprehensive support to Lingxi Games, from user analysis to marketing strategies.
SEO优化提示：本文通过包含"谷歌推广"、"app推广费用"、"海外市场"等高搜索量关键词，提升在游戏出海和移动应用推广相关搜索中的排名。
SEO Optimization Tip: This article includes high-search-volume keywords like "Google promotion", "app promotion costs", and "overseas market" to improve rankings in searches related to game globalization and mobile app promotion.
