On December 17, the GTC2020 Global Traffic Conference was held at the Sheraton Shenzhen Futian Hotel. Gao Lizhen, partner and business VP of ZingFront, attended the conference and delivered a keynote speech on “Inspection of Game Traffic-Buying and Promotion in Regional Market”.
Gao Lizhen said that when Chinese games go to overseas, opportunities and challenges coexist. Hong Kong, Macao, Taiwan, Europe, the United States, Japan and South Korea are the regions with the highest quality gamers with strongest paying ability in the world. If Chinese companies wanting to make achievements, they need to cultivate deeply in these regions. In terms of product promotion, the advertising styles of Japan, South Korea, Europe and the United States are different. When overseas companies promote their own production in various regions, they should pay attention to localization and differentiation. In addition to traditional and typical advertising promotion channels, we should also focus on emerging and local promotion channels.
The following is the original text of the speech:
Hello everyone, I am Gao Lizhen, a partner of ZingFront.
Today, I will share with you some changes in the global game market throughout 2020. Before starting the speech, I would like to thank for the invitation that I have the opportunity to meet you here.
The theme of my speech today is very much in line with the theme of this conference, which is “Inspection of Game Traffic-Buying and Promotion in Regional Market”.
The data in the speech comes from ZINGFRONT, the world’s largest advertising intelligence analysis tool. The sample is extracted from global advertising data. It currently covers 46 countries and regions around the world, including 73 global channels, and the cumulative data exceeds 900 million. All the data used next is based on advertising data from January to November this year.
At the beginning of the speech, we need to understand 3 keywords. The first is the popularity value, which is the comprehensive calculation value of advertising creative time, effect, and number of times. The materials and advertisers with the faster popularity value during the operation time are popular. Creatives and advertisers who have exceeded the delivery time for more than 30 days and exhibited well.
Because the domestic government has stricter supervision of games, the review and issuance of game version numbers is very tight, which makes many game companies choose games to go overseas. Of course, going abroad will face many competitors in the same industry, which means that we have to face very good global R&D companies and publishing teams. It is also a huge challenge for China’s own game industry companies.
But crises are often accompanied by opportunities. NEWZOO mentioned in this year’s market report that the new crown epidemic has increased the purchase of all games. The growth rate of mobile games has also exceeded 10%. It is conceivable that there is still a lot of room for growth in games in the global market.
In traditional sense, Chinese games going overseas started from Hong Kong, Macau, Taiwan, Southeast Asia, because these places share the same culture with our country and have more similarities, and it is relatively easy to go overseas. Then there are Europe, America, Japan and South Korea. Hong Kong, Macau, Taiwan, Europe, the United States, Japan and South Korea are the regions with the highest quality and the strongest paying ability in the world. A game company that can win these markets must be an excellent game company.
In addition to these three important regions, we also need to pay attention to other regions, such as the CIS Middle East region. These areas have only been noticed in the past one or two years, and many distribution teams have achieved success in this area. There are also many excellent localization distribution companies in the local area, and they are doing very well. In addition, we believe that Africa and South America are also very typical blue ocean markets. You can pay special attention to it.
I compiled the number of advertisers from January to November, except for Southeast Asia, which decreased, other regions have increased to varying degrees. North America has the largest increase, reaching 24.16%. In terms of quantity, North America, Europe, and Oceania have the highest numbers.
While the top 10 advertisements in November, what other hot channels besides Facebook and Google? We have ranked the number of all advertisements in November. BANGBANG RABBIT has launched 2400+ in IOS, which is TOP1. In addition to the traditional channels of Facebook and Google, there are interesting channels such as ISLAND KING and Douyin.
The ideas for making materials that have been put in the country will be brought to Southeast Asia, Hong Kong, Macao and Taiwan and even some other regions, so this is very interesting. There are two important points for the Hong Kong, Macao and Taiwan markets. One is traditional Chinese subtitles + “Hong Kong and Taiwan accent” dubbing, so everyone should take notice.
Although it seems that the Japanese market does not have as many advertisers as Europe and the United States, for a market with a population of less than 100 million, there can be more than 10,000 advertisers, and the competition is very fierce. In the first half of the year, the number of countries in the development of new games was 48 in China, but the number of Chinese games entering Japan far exceeded this value. The number of ACG advertisements in the TOP30 purchase list has increased significantly, and there are many Chinese ACG advertisers among them.
Seeing that Chinese manufacturers far exceed 50%, there are about 6 to 7 games. In addition to the typical channels Google and Facebook, there are also localized promotion channels such as Twitter, which are also very popular.
Japanese materials are generally very large in letter, with obvious colors, ACG elements are used more, dubbing and sound effects are very eye-catching, which are characteristics of real-life materials. We found that there are more and more real-life materials in the game industry, and the expressive tension is very strong and exaggerated.
In the Korean market, the keywords in the Korean market are not at all similar to those of Hong Kong, Macau and Taiwan, and RPG games account for a very high proportion. Hong Kong, Macao and Taiwan RPG games accounted for 25%, but South Korea’s RPG games accounted for much more than this value, and the top 50 popular advertisers accounted for nearly 50% of RPG. The proportion of advertisers and creatives of RPG games in South Korea from January to November was 16% and 11.8%, respectively.
The characteristics of Korean materials also have their own characteristics. The first is the exquisite service and the scene layout, the second is the compact and rhythmic, and the third is the strong sense of variety.
Regarding the US market, the most typical feature of the US market is that there are many puzzles and casuals. We listed the number of hyper-casual games in the TOP50 puzzle games from January to November, and found that the number is on a downward trend. Looking at the changes in CPM and CPC and CTR in the United States from January to November, the United States has the highest CPM in the world, the CPC and CPM continue to rise.
The number of casual games among the TOP Traffic-buying games in the United States in November is particularly large. More than 50% of the Chinese publishing team are also on the list . SLG games are currently the main game type going overseas.
What ZingFront wants to convey is happiness, and we hope to pass happiness to everyone. In the past 5 years we have grown up with many overseas companies. The reason why we have succeeded is because of the help of many overseas companies in the same industry. During this period, we have made great growth and progress.
If you feel that my sharing today can help you, then we can discuss more solutions in more aspects of going overseas.