Shanghai, Jan. 29, 2018 (GLOBE NEWSWIRE) -- As estimated in Newzoo’s latest quarterly update of its Global Games Market Report, China alone will take one-quarter of all global game revenues, reaching $27.5 billion in 2017, well ahead of the U.S., which is estimated to reach $25.1 billion.
Cooperation with Platforms and the Art of Localized Marketing
Numerous Chinese mobile games, such as Wangzherongyao, Yinyangshi, and Yonghengjiyuan stood out prominently in overseas regions in 2017, frequenting the App Store and Google Play Top 10 lists. Yonghengjiyuan, developed and published by 37 Interactive Entertainment, generated revenues of more than RMB 2.1 billion globally within its first 10 months, with a single month earning up to RMB 315 million. Chuangshipoxiao, the traditional Chinese version of Yonghengjiyuan, generated revenues of up to RMB 60 million in its third month, and was even given the title of “Most Popular Game of the Year” on Google Play in 2016.
According to Mark Dunn, 37GAMES established and exploited a three-dimensional marketing model to promote their games in overseas regions, which has been proven more effective when compared to the marketing strategies typically employed in the Chinese market.
Unlike in China, many overseas regions lack diverse marketing options. When choosing solid platforms to promote games, there are few alternatives to Facebook, Google, and YouTube. As a fully-fledged publisher and seasoned expert in utilizing varied marketing channels in China, 37 Interactive Entertainment has never shied away from regional and cultural challenges when facing overseas markets. They work closely with platforms like Facebook to promote products and build up active social communities, which they suggest is key to overseas success.
Moreover, localized marketing is equally crucial. Malaysian players are “professional” post likers. Taiwanese players love to dig into details. Korean players prefer advanced pre-launch events before a game is released. This diversity demands a unique and often multi-layered marketing approach when promoting a game in different target regions.
For instance, when promoting Chuangshipoxiao in Taiwan, 37GAMES presented fascinating key visual commercials on internet platforms like Facebook, and multiple commercials on TV, which succeeded in garnering interest from players in Taiwan.
Game Promotion in Asia-Pacific Regions
37GAMES has started to develop mobile games specifically for Western markets. With the help of various market data, the gameplay, in-game features, and even the art style of games can be optimized for local markets. As for start-up development teams, Mark Dunn recommended that they work with powerful publishers and to “Leave it to the professionals.”
In the meantime, the immense markets of China and the whole APAC region in general are receiving more attention from the West. Mark Dunn gave advice on how Western publishers may enter Asian markets. He indicated that players in Asia accept all kinds of art styles, hence there are few limitations when choosing a setting/universe for a game. As for promotion, he believed TV commercials work best to intrigue players in Asian markets.
On the App Store and Google Play throughout Asia, Western-style games, such as Plague Inc., Clash of Clans, Clash Royale, Limbo, and Angry Birds, are all ranked highly. ARPG, SLG, and also Casual games are all very popular genre options. In order to succeed, Western publishers should pay attention not only to gameplay innovation, but more importantly to the promotion within target markets.
Instead of out-door banners, subway advertising, bus advertising, installation advertising, etc., Mark Dunn suggested that TV advertising is actually the best marketing option for green start-ups to enter Asian markets. “TV commercials provide a major boost for user acquisition. We suggest companies make their debut using TV commercials in order to best promote new products.”
It goes without saying that it is of equal strategic importance to be aware of not only China’s game market, but also the overseas games market as a whole, as they increasingly become intertwined. Larger Asian companies, like 37 Interactive Entertainment, will no doubt have closer cooperation with Western platforms, developers, and publishers in the near future.
Yin Hong 37 Interactive Entertainment (Shanghai) Technology Co., Ltd. 13632459767 hongyin@37.com
