Overseas competition is increasingly exacerbating Chinese games to show the double -dimensional advantage

In recent years, the momentum of Chinese games has been extremely rapid, and its overseas market share has become increasingly higher, but global competition is increasing at the same time. The "China Game Industry Report 2022" shows that in the first half of the year, China's independent research and development game's actual sales revenue overseas was US $ 8.989 billion, a year -on -year increase of 6.16%, but the growth rate decreased. In July 2022, the actual sales revenue of China's independent research and development of overseas markets was 1.40 billion US dollars, a decrease of 3.65%month -on -month.

According to industry analysts, under the influence of the epidemic and other factors, the international environment is becoming increasingly complicated, and the resistance of Chinese game companies to sea has increased and risky. At the same time, with the continuous layout of the international Internet giants, competition for overseas markets will further intensify. However, despite the increasing overseas competition, Chinese game companies are gradually showing their unique dual -dimensional advantages through positive overseas expansion and relying on excellent game quality and differentiated competitive strategies.

Dimension 1: Cultural integration Chinese game overseas recognition is getting higher and higher

Through active overseas expansion, Chinese game companies have created the strategy of creating high -quality original games, and overseas recognition is getting higher and higher. Many games have downloaded more than 100 million times in the world, and the top three of many countries have been occupied by Chinese games. Taking the US market as an example, according to Sensor Tower's "Inspecture of the United States Mobile Game Market in the first half of 2022" reported that in the first half of 2022, a total of 23 Chinese mobile games were shortlisted for TOP100 in the U.S. best -selling list, with a total of $ 1.41 billion, accounting for accounting for $ 1.41 billion, accounting for accounting TOP100's total revenue of 20.6%, ranking in the top four or even Chinese products, shows that Chinese games are popular overseas.

The reason why there is such a good performance in overseas markets is that in addition to the increasing development of Chinese game manufacturers, more and more importantly, more and more Chinese game companies have launched more boutiques that integrate Chinese culture into games, and they are good at combining overseas different overseas. The market integration of the market has to maximize the dedication of soil and water caused by cultural differences.

Take the earliest perfect world to overseas as an example. Most of the products exported overseas in Perfect World are based on traditional Chinese culture. For example, the "Phantom Tower" mobile game that integrates Chinese science fiction culture is officially launched in many places around the world in Europe, the United States, Japan, South Korea, Southeast Asia, and in the United States, Canada, the United Kingdom, France, Japan, South Korea, Singapore, Hong Kong, China, Macau and China and China Nearly 40 countries and regions in Taiwan, China, ranked first in the free list of iOS games, and entered the TOP10 of the iOS games in nearly 30 countries and regions; Sensor Tower data shows that "Phantom Tower" blooms more overseas, eight, eight, eight, eight, eight, eight, eight, eight, eight, eight, eight, eight The monthly flowing water is expected to reach 300 million (excluding PC -end income), and it has achieved good market performance.

At the same time, the perfect world adopts the way to integrate overseas excellent culture into Chinese products, and organically combine Chinese and foreign cultures to create a typical oriental cultural connotation that can accept different cultural backgrounds. For example, the "UNRULYHEROES" developed by the Perfect World Sino -French team is its global resources, using an international perspective and technical performance, and the world -class boutique created by Chinese culture (Journey to the West) as the core. It is a traditional Chinese tradition. A successful exploration of classic IP worldwide.

In addition, this cultural integration of the Perfect World is not only one -way output, but also shows an innovation of "cultural introduction and output". For example, the Perfect World cooperated with the V agency to introduce e -sports products such as DOTA2 and CS: GO in China, and through its own efforts, it affected the image of Chinese heroes such as "Qitian Dasheng" in DOTA2 game products. Essence Since then, with the global promotion of DOTA2, more overseas users will understand Chinese culture.

Dimension 2: Market integrates Chinese manufacturers to control the autonomy of overseas operations

In the past, most of Chinese game exports adopted an agency method. In recent years, with the continuous maturity of domestic game companies' overseas strategy, domestic game companies have continuously increased overseas localization, actively deploying and adjusting their strategies, facing different regions, forming overseas teams, deep cultivation of localized operations, and increasingly capable of overseas can be able to be able to be more and more capable of overseas. Control operation autonomy.

Taking the Perfect World as an example, after 2007, the perfect world began to increase its independent operations, and gradually began to control its own development overseas by acquiring overseas R & D institutions and opening branches overseas, and truly realized overseas independent operations.

At the same time, in the process of overseas development, the perfect world has continuously combined local conditions to adjust strategies and layout. At the end of 2021, in order to better implement the global development strategy, Perfect World made timely adjustments to the North American team and sold related teams. After this adjustment, the overseas local team of the perfect world will be more refined in terms of quantity. In region, it will focus on areas such as Canada and other more talents and policy advantages. Overseas localization development paths are clearer.

In addition, the Perfect World Steam Platform officially opened the "Steaming Platform Conference", and more than 80 products appeared at the conference. As a STEAM national service, the steam platform will continue to carry out in -depth cooperation with domestic and foreign manufacturers in the future to assist domestic high -quality independent games to successfully go out to sea and focus on supporting the localization and commercialization of overseas masterpieces. Since then, Perfect World will integrate more resources and work with many Chinese game manufacturers to go to sea, which will undoubtedly further enhance the influence of Chinese game overseas markets. In fact, in the process of going overseas, most Chinese companies are actively carrying out localized layout and boutique creation, showing the double -dimensional advantages. In this regard, Zhang Yijun, the first deputy director of the China Audiovisual and Digital Publishing Association and the chairman of the Game Working Committee, specifically mentioned in the "2022 Semi -annual China Game Industry Report": "Strengthening 'deployment' layout has become a domestic original game. Breakthrough. "

For how to face the increasingly enhanced competition in the Chinese market, Zhang Yijun said: "Game companies should continue to actively participate in international competition, carry forward the strengths, make up for the shortcomings, and strive to build a comprehensive leading competitiveness; The scale of sales must also carry the excellent traditional Chinese culture with fine content. It brings emotional resonance and value transmission through Chinese games to the sea, further telling Chinese stories, showing Chinese weather, and promoting Chinese culture. "

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