游戏出海营销指南：如何通过Google推广高效获取海外客户
中国游戏市场规模已突破1000亿人民币，其中增长最快的两个领域是手游和出海市场。
Chinese gaming market has exceeded 100 billion RMB, with the fastest growing segments being mobile games and overseas markets.
Google大客户部行业总经理邓辉在TFC大会上分享的数据显示：手游出海的年增长率高达366%，市场规模超过12亿美金。
Data shared by Deng Hui, General Manager of Google's Key Account Department at TFC conference shows: Mobile game overseas expansion has an annual growth rate of 366%, with market size exceeding $1.2 billion.
海外市场的三大优势 | Three Major Advantages of Overseas Markets
- 市场规模庞大 - 全球顶级游戏月流水可达1亿美金 | Huge market size - Top global games can achieve $100 million monthly revenue
- 渠道规则规范 - Google Play年分成超70亿美金 | Standardized channel rules - Google Play annual revenue sharing exceeds $7 billion
- 增长空间巨大 - 海外手游增速是国内市场的3-4倍 | Significant growth potential - Overseas mobile game growth is 3-4 times domestic market
游戏出海面临的三大挑战 | Three Major Challenges for Game Overseas Expansion
- 游戏品质与留存率问题 | Game quality and retention rate issues
- 高效获取优质流量 | Efficient acquisition of quality traffic
- 用户变现能力 | User monetization capability
Google五大核心推广渠道 | Google's Five Core Promotion Channels
1. 搜索广告 - 移动搜索市场份额超80% | Search ads - Over 80% mobile search market share
2. 应用内广告 - 全球最大的应用内广告平台 | In-app ads - World's largest in-app advertising platform
3. 视频广告 - YouTube占游戏下载量的20-30% | Video ads - YouTube accounts for 20-30% of game downloads
4. 网盟广告 - 整合Google Play数据的精准投放 | Display network ads - Precise targeting integrating Google Play data
5. Gmail广告 - 全球最大邮件系统的精准触达 | Gmail ads - Precise reach through world's largest email system
数据显示：YouTube用户中60%是游戏玩家，80%内容与游戏相关。通过视频广告推广的游戏，用户质量比其他平台高15%以上。
Data shows: 60% of YouTube users are gamers, 80% of content is game-related. Games promoted through video ads have 15% higher user quality than other platforms.
精准定位技术 | Precise Targeting Technology
Google提供行业领先的定位能力： | Google provides industry-leading targeting capabilities:
- 付费用户识别 - 定位App Store/Google Play付费用户 | Paying user identification - Target paying users on App Store/Google Play
- 兴趣分类 - 识别安装过同类游戏的设备 | Interest classification - Identify devices with similar games installed
- 新机定位 - 针对刚激活的新设备投放 | New device targeting - Target newly activated devices
- 用户分层 - 区分高价值玩家和流失用户 | User segmentation - Differentiate high-value players and churned users
智能出价工具可根据设定的CPI目标自动优化投放，帮助开发者在预算范围内获取最多优质用户。
Smart bidding tools can automatically optimize delivery based on set CPI targets, helping developers acquire the most quality users within budget.
用户留存与变现策略 | User Retention and Monetization Strategies
| 用户类型 | User Type | 运营策略 | Operation Strategy |
|---|---|
| 高价值玩家 | High-value players | 推送专属优惠/新游戏推荐 | Push exclusive offers/new game recommendations |
| 流失用户 | Churned users | 通过其他App进行再营销 | Remarketing through other apps |
| 新设备用户 | New device users | 重点获取的优质目标 | Key acquisition target |
邓辉总结道："游戏出海正处于最佳风口期，通过Google的全方位解决方案，中国开发者可以更高效地开拓全球市场。"
Deng Hui concluded: "Game overseas expansion is at its best opportunity period. Through Google's comprehensive solutions, Chinese developers can more efficiently explore global markets."
