What is the hottest topic in the domestic gaming circle in 2022? Go to sea!
Due to multiple factors such as market competition and policies, it seems that it has become a consensus in the industry that Chinese game manufacturers go overseas. The reason is very simple. On one hand, there is the "thrust" from the domestic market, and on the other hand, there is the "thrust" from the overseas giant market. According to the "2021 China Game Industry Report", in 2021, my country's independent game development overseas market sales revenue was US$18.013 billion, an increase of US$2.563 billion over last year, and increased by 316.59% year-on-year. Such a huge market has attracted a number of game developers to choose to go overseas.
"RO Legend of Wonderland: The Birth of a New Generation" (hereinafter referred to as ROX) is also one of the excellent games in this wave of overseas outings. As a classic IP adaptation, ROX went to 11 Southeast Asian countries in June last year and quickly launched AppGallery in 40 days. In 2021, ROX ranked first among all channels in the AppGallery channel and ranked first on the overseas AppGallery best-selling list for 12 consecutive months. What reference significance can such a transcript bring to developers overseas?
"RO Legend of Wonderland: The Birth of a New Generation" game interface
Suitable market choice is the first step to success
For developers, choosing a suitable destination for overseas use according to the product is the first step. Whether in terms of market potential or cultural identity, the Asia-Pacific is undoubtedly the first choice for Chinese developers to go overseas.
According to Sensor Tower store intelligence data, the Southeast Asian mobile game market revenue in 2021 was US$2.79 billion, a year-on-year increase of 15.4%; in 2021, a total of 48 Chinese mobile games were shortlisted for the Top 100 best-selling list in Southeast Asia, attracting a total of approximately US$980 million, accounting for 54.0% of the total revenue of the Top 100. In addition, due to factors such as geographic proximity and cultural convergence, China's IP is very popular, which has attracted a large number of Chinese developers to "nuggle gold".
ROX series IP is already popular in the Asia-Pacific market. The mobile game adapted from it is famous for its exquisite graphics and cute characters. In addition, its new 360-degree panoramic style and cute three-head body proportions character design caters to the aesthetics of players and users from all over the Asian Chinese cultural circle. Therefore, ROX went overseas to lock in Thailand, Indonesia , Philippines, Malaysia , Singapore, Vietnam and other countries.
Choose the right partner, which is the key to success in going overseas
In addition to the ROX IP itself being loved by the people of Southeast Asian people, choosing the right partner is also an extremely critical step in sailing the sea. Huawei has more than 20 years of globalization experience, and its business covers more than 170 countries and regions around the world, covering 580 million monthly active users of HMS, making it the only choice for developers to go overseas. After receiving the invitation from the ROX team, Huawei has only 40 days left. The first thing that needs to be solved is naturally the problem of testing and listing.
From planning to testing, and then to launching the shelves, ROX will be launched simultaneously with GP and iOS after 40 days, and cannot be separated from Huawei's professional localized operation team support in Asia-Pacific region, ensuring that ROX is compliant before launching, smooth experience after launch, and volume monetization. After the
game is successfully launched, how to play localized operation and promotion? How to quickly obtain and monetize new games and open up the situation? Support for localized operation team resources has become key. Huawei has been deeply engaged in Southeast Asia for many years, has a good understanding of the local mobile game ecosystem, and can directly reach players.
After learning about ROX's demands, a group composed of Huawei's local game experts, Internet experts and marketing experts are responsible for ROX's distribution strategy, game data analysis, and game mode optimization tasks. They formulated online and offline joint promotion strategies suitable for ROX, including planning a series of preferential policies before it is launched; after it is launched, ROX is fully promoted offline; KOL/Teacher Union, which has launched local cooperation for many years, uses its own publicity positions (Youtube/FB/Forum) and other channels to promote new games in all aspects, make an appointment to be launched, and at the same time cooperates with Huawei's own positions for joint promotion. A complete operation plan successfully made ROX become popular quickly and climbed to the top 1 of the AppGallery best-selling game list.Only by continuously working together with
can we attract more players
completes the original "startup". Next, let's see how Huawei and ROX can help this game achieve continuous development through continuous joint operations.
In addition to daily exposure and promotion, the cooperation between the two parties in the event is very important. Taking the Battle of the Gods and Chosen from June to July this year, ROX launched the Battle of the Gods - Sol Season event as an example. As a valuable practice of ROX's e-sports events in the MMORPG field, Huawei's AppGallery, as a deep participant supporter of the e-sports ecosystem, uses online and offline store channel resources to fully support ROX, broadcast WOC events throughout the day through offline store screens, and set up a store ROX game experience area to attract players to interact from June 18 to 22, thereby helping ROX e-sports events spread.
At the same time, Huawei also helped ROX hold a Watch Party in the bustling business districts of five Southeast Asian countries (Thailand/Indonesia/Singapore/Malay /Philippines), and invited KOLs to participate, attract fans to gather offline, watch the finals together, and promote the event to reach more Southeast Asian users.
ROX meets offline players with AppGallery
As the scale of domestic games goes overseas continues to expand, more and more developers go overseas are sailing far away. I believe that the success of ROX is not an isolated case. In the future, the international mobile game market will definitely see more and more Chinese developers. But success is never easy. The road is long and risks and opportunities coexist. Choosing a partner with rich experience is crucial. As a mature helmsman who has been deeply engaged in the field of overseas travel for many years, Huawei is willing to provide support to more developers and dig for the world together!
*Source of list source Huawei AppGallery internal data
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-