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High-quality creatives help Chinese game companies attract users around the world

1627484034 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update

According to the 2021 Global Gaming Market Report released by Newzoo in July 2021, mobile gaming revenues are expected to reach US $ 90.7 billion in 2021, up 4.4% from last year. Mobile gaming revenue will account for over 50% of total global gaming revenue.

High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update
Source: Newzoo

The global Covid-19 pandemic has greatly influenced the development and distribution of games, especially console and computer games. Compared to mobile game development, the creation of games for consoles and PCs is more dependent on a large team, a larger budget, and cross-border collaboration. In addition, the global chip shortage has exacerbated the situation, reducing the supply of consumer electronics products, including next-generation console games and high-performance PC gaming equipment.

For the above reasons, the console games market revenue was US $ 49.2 billion, down 8.9% year-on-year, and the PC game market revenue was US $ 35.9 billion, down 2.8%. comparing with the previous year. In contrast, in the mobile gaming space, year-on-year growth of 4.7% and 2.0% is seen in games for smartphones and tablets, respectively, and these are the only two categories of gaming products that have seen any growth.

Due to high revenues and development efficiency, mobile games are becoming in demand by more and more gaming companies, and Chinese companies are showing the most outstanding results in this area. According to the 2020 China Game Industry Report published by CGIGC, in 2020, the actual revenue from overseas games developed by Chinese companies in-house reached $ 15.450 billion, up 33.25% from last year, and the actual Domestic sales revenue reached approximately US $ 37 billion, up 26.74% year-on-year.

1627484033 439 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update

According to statistics, in 2020, the cumulative revenue of Chinese companies from self-developed games reached 52.4 billion US dollars, of which 30% (15.450 billion) was the cumulative revenue from sales of Chinese mobile games abroad.

Aside from the quality of the games themselves, another reason why Chinese companies stand out in global mobile marketing is their extremely effective advertising strategy. According to the “2021H1 Global Advertising-Insights” published by SocialPeta, about 80% of the TOP-50 advertisers are Chinese companies and their ads are mainly related to product types such as SLGs, card games and MMORPGs.

Based on data from SocialPeta, the world’s leading advertising and marketing platform, the text below explores how popular Chinese mobile products can further their success through ad adoption.

Chinese companies focus on advertising mobile games in overseas markets and rank in the top 10 mobile game advertisers

1627484033 520 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update

According to SocialPeta’s ranking of global ad adoption in mobile games in the first half of 2021, all TOP 10 advertisers are from China. In this list, 4 games are owned by SpinX Games Limited, and three of them are in the top three.

SpinX Games Limited was founded in Beijing in 2014. Through improved product development and effective traffic buying policies, the company maintains a consistent 40% compound annual growth rate.

For six consecutive months since March 2020, SpinX Games Limited has maintained $ 20 million in monthly revenue. In the US, the world’s largest casino games market, Cash Frenzy and Lotsa Slots from SpinX Games Limited rank 6th and 17th on the bestseller list of casino games, respectively.

Maintaining high popularity despite “slow update”

When it comes to the most important mobile games of 2020, miHoYo’s Genshin Impact is a must-have product as it not only raised the overall mobile gaming expectations of gamers, but also expanded the global reach of ACG culture.

As a high-quality game with a focus on storyline and open-world exploration, future updates to Genshin Impact will be slower than other mobile games. As more and more players complete the entire story of the game, if there is no new content, the loss of core users will be inevitable.

In order to constantly attract new players around the world and provide the latest content updates to existing players, buying traffic has become the top choice for Genshin Impact. According to the 360-day advertising stream of the game on the SocialPeta platform, the number of submitted materials has increased significantly since the beginning of January 2021 and peaked in the middle of April (more than 1,200 advertising materials per day).

1627484033 548 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update
Source: SocialPeta- Advertiser Analysis Module, 360-Day Genshin Impact Advertising Line on iOS

In terms of country distribution, advertising placement is mainly concentrated in Europe and America, including the USA, Canada, Australia, etc., followed by Asia Pacific countries such as South Korea, Singapore and Malaysia.

1627484033 644 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update
Source: SocialPeta- Advertiser Analysis Module, 360-Day Genshin Impact Advertising Line on iOS

Take the US market as an example. In February, Genshin Impact was updated to version 1.3.0, and its ad shipments also began to grow, raising the game’s position in the free-to-play rankings from 60+ to 13.

1627484033 750 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update
Source: Qimai – dynamics of the position of Genshin Impact in the rating of the American App Store

Apart from Genshin Impact, other major games such as PUBG Mobile, Call of Duty: Mobile and League of Legends: Wild Rift also posted significantly more promotional material in the first half of this year.

Materials can make the most profitable games profitable the longest

For Chinese games entering overseas markets, SLG has always been the highest earning category. According to Sensor Tower’s TOP-30 list of China’s most grossing overseas games, about half of the games use SLG as their core game mechanic.

The SLG gameplay style dictates that it contains a lot of PVP content, so new players need to be constantly attracted, and this need makes traffic buying another essential feature of SLG products. At the same time, SLGs often have a long life cycle. SLG game can be supported for more than 3 years, and some high quality products can be supported for more than 5 years.

Take Lords Mobile: Kingdom Wars as an example. Published by the Chinese company IGG, it was officially launched in March 2016. Simultaneously with the launch, the advertising introduction of the product began in many channels around the world. To date, according to data obtained by SocialPeta, the total ad time for this product on Android has reached almost 2,000 days, and the number of creative ideas generated for this ad has also exceeded 100,000.

1627484033 467 High quality creatives help Chinese game companies attract users around the Dual Universe Celebrates Second Beta Anniversary With Mercury Update
Source: SocialPeta- analysis of Lords Mobile ads on Android platform

Thanks to long-term, effective and stable advertising, the game has maintained outstanding revenue figures. In 2021, the total global revenue of the game exceeded US $ 2 billion, and such an excellent result is inseparable from a high-quality and effective traffic buying strategy. If you look at the promotional materials created for the game in 2021, you can see that the materials related to the defense of towers are generally in the highest demand: many new players are attracted by scenes of massive enemy attacks and a choice of combat strategies.

In an early media interview, IGG Vice President Edwin also stated: “In addition to ensuring product quality, we also need to do a good job of developing distribution strategies for subcategories in order to become a leader in a highly competitive global marketplace, including setting localization, demographic customizing for users and improving content development based on product themes. “

Conclusion

As the Covid-19 pandemic has revolutionized the way people work and play, mobile games, which are already in high demand, have more room to grow. Moreover, thanks to the popularization and constant improvement of mobile devices, as well as the official application of 5G technology, mobile games are now ready to overcome technical limitations and become a true analogue of console and PC games.

As the globalization of the gaming industry continues to accelerate, more and more games must go further than just catering to the needs of domestic players. It remains to be hoped that more and more gaming companies will be able to make their products popular all over the world by making the right use of traffic purchases.

For mobile game creatives, visit SocialPeta.

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