For the players, ChinaJoy in 2019 is the “most powerful” ever.
Editor’s note: This article is from WeChat public account “Hands on mobile games”( ID: sykong_com), author Rainbow.
For the players, ChinaJoy in 2019 is the “most powerful” ever: Tencent and Nintendo Switch Nintendo Switch debuted at CJ, the host “Yu Sanjia” was the same for the first time; Shen Gu Yingshu, Fifty Fathoms, Ubisoft CEO Yves, The Pokémon Company CEO Ishihara Hiroshi and other well-known gamers also appeared at the CJ site.
For game makers, ChinaJoy in 2019 is also a very special one. After experiencing the “industrial pain” of last year, ChinaJoy this year was slightly quiet, and the number of surrounding activities also dropped. However, in the 2019 ChinaJoyBTOB exhibition area, there are still more than 500 Chinese and foreign exhibitors, including more than 200 overseas exhibitors from 15 countries. Most game practitioners are actively discussing and discussing ways to break through with their peers.
In this ChinaJoy, there have also been some new trends, such as 5G, cloud games, super casual games, e-sports and so on. Among them, before ChinaJoy took the “C position” and became the hottest topic of this year is undoubtedly “going out to sea.” According to incomplete statistics, ChinaJoy has more than 30 events around the game in 2019. What are they talking about?
1. Data market: In the first half of the year, the revenue of the sea exceeded 5.7 billion US dollars, and manufacturers should pay more attention to mature markets
The impact of the wave surge, first of all, the launch of multiple game reports. Every year, Google hosts game summits and developer sharing events during CJ, and this year is no exception.
In the opening speech, Deng Hui, vice president of the game industry of Google China’s major client department, said that in the first half of 2019, Chinese game companies’ revenues in overseas markets exceeded 5.7 billion US dollars, and their growth rate reached The domestic market has more than doubled its growth rate. In 2015, there were only three Chinese game companies with overseas revenues exceeding RMB 500 million, and by 2018, this number has reached 18.
In Google’s view, the current innovation trends of Chinese game developers in the sea are mainly reflected in the game experience, player interaction and business model. More and more game categories have made breakthroughs in the sea market, bidding farewell to the previous SLG monopoly situation; e-sports, KOL, YouTube content marketing and other operational strategies, so that the gamers of the sea more accurate reach the user; in terms of cash, in addition to In-app purchases, advertising monetization, subscription models, etc. have also been successfully verified.
In addition, this year, Google has joined App Annie to release the “2019 China Mobile Game Depth Insight Report”, which provides comprehensive data interpretation of the game market in recent years.
Data shows that in the past two years, Chinese publishers have increased their user spending in the overseas mobile gaming market by 60%. In terms of market type, Chinese publishers maintained a high market growth rate in mature markets such as the US, Japan and South Korea. Compared with the first half of 2018, Chinese game publishers experienced an average annual growth of 51% in mature market users in the first half of 2019. %; In emerging markets such as India and Russia, China’s mobile game publishers have a leading market share, with user spending in India growing at an annual rate of 11%.
In this report, App Annie also reveals a neglected contrast – compared to the rapidly declining demographic dividends and traffic dividends in emerging markets, it’s more worthwhile for game makers to focus on mature markets at this stage. Economic dividend. With the changes in game habits and paying habits, there are more new user demands in mature markets, and this is a chance for Chinese game makers to go out. From the report data, the current growth of China’s game-to-sea overall revenue is mainly from mature markets such as the United States and Japan.