"There is no secret to the success of the game to go to the sea, find the entry point, make Chinese flavor" | Focus on the 4th China IGS Digital Expo

The popular game IP "Original God", panda tide play, tenon and solid entertainment immersive experience, original Guoman, new product new products, and exquisite makeup cosplay ... August 26th, the fourth China (Chengdu) International The Digital Entertainment Expo opened at the Chengdu Century City New International Convention and Exhibition Center.

As an industry business card of the digital cultural and creative industry, this is the fourth year hosted by the China IGS Digital Expo. Expo), became the only "national name" digital cultural and creative expo in the central and western regions.

"Daily Economic News" reporter learned on the spot that the exhibition area of ​​55,000 square meters of the current expo was predicted according to previous years, and the number of exhibitors this year is expected to reach 200,000. In the past three China IGS Digital Expo, more than 30,000 well -known exhibitors at home and abroad were displayed, and the transaction volume over 22.5 billion was completed.

"This year's exhibition, our core is to use IP as the central axis, use animation animation, trendy toys, national tide culture, and immersive interactive entertainment as a carrier to build a transaction and display platform for the digital cultural and creative industry, and promote the digital text of the entire city. The development of the industry. "Liu Haotian, Secretary -General of the Organizing Committee of the China IGS Digital Expo.

As a high -profile vertical track in the field of pan -entertainment, the game is one of the heavy contents of the IGS Expo. On the "2022 IGS Game Globalization Forum" and "2022 IGS Pan Entertainment Forum" held on the opening day, many game industry big coffees and technology head companies gathered together to discuss new trends such as pan -entertainment and globalization. Essence

China IGS Digital Expo site hot game IP "Original God" (Figures of the organizing committee)

Casual game category still has a very large market worldwide

In the past year, for Chinese games, it is not only a year after the influence of the epidemic, but also a year when it has continued to participate in global competition. The game is becoming a new trend of Chinese games.

"The White Paper of China Games in 2021" shows that according to Newzoo data, the size of the global game market in 2021 increased to US $ 180.3 billion, an increase of 1.4%year -on -year, and the scale of mobile games reached 93.2 billion US dollars. The first time in the overall market share was It exceeded 50%and reached 52%. Among them, the Asia -Pacific region is still the world's most stable and competitive region, with the overall market size reached 59.8 billion US dollars.

"The most global development volume is casual games, followed by strategic games, and role -playing games are ranked third. These three categories are much higher than other categories." Zhang Shiqing, the person in charge of the game application, observed that the current casual game category still has a very large market in the world.

Among them, for the highly optimistic puzzle tracks, India and Pakistan have reached nearly 90%of the entire market. "India's entire market is quite high in downloading our APP. It is very enthusiastic about free games. The willingness to use is very high."

In addition, the data shows that the game of mixing, simulation, other simulation, music performances, card operations, and leisure sports performed relatively well on IAP. Zhang Shiqing believes that the monetization mode of leisure game categories in the application category is slowly tilting in the application of IAP. In the future, this part will have a great chance.

The "2022 Leisure Game Development Report" released by Gamma data shows that the Chinese leisure game market is rapidly expanding and has grown from 21 billion yuan in 2018 to more than 30 billion yuan. Affected by the new crown pneumonia's epidemic, the size of the Chinese leisure game market will fluctuate in 2022. It is expected that the size of the Chinese leisure game market in 2022 is 34.4 billion yuan.

China IGS Digital Expo on -site game IP "Eternal Tower" (Photo Conferry at the Organizing Committee)

In the relatively heavy role -playing game, data show that the three countries of the United States, Japan and South Korea are very strong in this category. If Chinese games want to develop this type in the future, they can develop more countries to develop long -tails, with more opportunities and higher growth rates.

"If the role -playing game is relatively high, the localization cost is relatively high, so selecting a market with a relatively close aspect such as culture and voice, the trial and error cost will be relatively low. This is our summary," said Zhang Shiqing.

Multi -language intensified live broadcast help game "away combat" facing new challenges

Chinese games are going to globalization. Of course, game products and Chinese manufacturers and developers are important. However, with the deepening of "away combat", Chinese manufacturers need to overcome challenges such as cultural differences, aesthetics, regulations and policies, etc. The downstream industrial chain, such as game language translation, game overseas income, game live broadcast, game monetization and other aspects of "help".

China IGS Digital Expo site (Photo Conferring in Organizing Committee)

At the scene, talking about the global operation of stand -alone games, the industry veterans, Longyou World CEOs, and "Three Kingdoms of the Han Dynasty" producer Deng Gang, who had been cultivating for 25 years in the game industry, and the producer of the "Three Kingdoms". For example.

"In order to achieve globalization of" Three Kingdoms in the late Han Dynasty ", we have launched a lot of languages. In the past five years, we have provided 11 languages ​​and opened a better global operation model for us. I think the game is not sold once after selling it once It doesn't matter, no maintenance. To make a stand -alone game, make it into a series or IP, make a good reputation, and constantly update the maintenance. "In Deng Gang's view, the success of this game is actually no secret, that is Form the elements of a good stand -alone game for a hodgepodge. But you can't do it messy, you must have your own entry point to make Chinese taste. "The main market of single -machine three kingdoms is still in Southeast Asia. The more long -term effects are more language, the better."

Outside of language, with the new trend of the game to go to sea, the overseas release of the game is essential for a new game in overseas markets and developing the market. At present, with the popularity of live broadcast short videos, game overseas release also needs to use the game live broadcast and KOL.

Yu Jiangxue, general manager of China, who focuses on overseas game live broadcasts, observed that there are two main types of overseas game live broadcast: one is the relatively single cooperation model, mainly packaging; second, foreign audiences are very disgusted with hard sales. Methods, I prefer to play games and promote products very naturally. This transformation is very high.

"For games that have been online for more than 6 months and have passed during the new tour, the game live broadcast platform Twitch is a very good customer acquisition channel, because the cost of watching the single watch is very high, but the advantage is that the transformation is very high. PCs and mobile games are more suitable for both PC and mobile games. ; When the new tour game, when the CCV is very high, it is not suitable for Twitch. "Yu Jiangxue said.

Daily Economic News

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