At the Annual Game Industry Conference held yesterday, Lilith games CEO Wang Xinwen delivered a keynote speech on “Layout Global Market, Promoting Chinese Culture”, sharing some of Lilith’s experience in the game going overseas.
Wang Xinwen pointed out that in the process of games going overseas, it is important to pay attention to the playability and durability of games, and also the refined game operations and localization.
Lilith started to develop games for overseas market in 2015. One important reason for the company founders to start overseas markets is that an American game company decompiled Lilith’s games and the games was very successful. Since then they knew the original China R&D games can also be popular in the vast overseas markets in the United States.
Pay attention to the game playability and durability
At the beginning Lilith chose the easiest way to acquire users: buying traffic. At first, the exploration was quite smooth, but soon they discovered a problem: overseas players have different payment habits from Chinese players. Chinese players are willing to spend money for games with good-looking graphics and high popularity, while overseas players usually began to pay after playing it for a while and gradually developed a sense of emotional identity. After realizing this, Wang Xinwen found that doing a good job in the overseas market not only requires games to be fun, but it is also can be played for a long time.
When the industry generally pays more attention to the “first-day payment” of games, Lilith began to notice the long-term indicators such as monthly retention, 90-day retention, and even annual retention. After the game is launched, the game user retention will be improved through continuous updates. So the first important lesson in overseas markets is to pay attention to the game’s durability.
After the practice of buying traffic being used for a period of time, the cost of acquiring new users has become higher and higher. At this stage, how to serve existing users with better services and do more refined operations have become more important issues. The most important thing for the game to go overseas is the translation of the game language. At the beginning, Lilith chose to hire foreign employees to carry out the localized translation of the game. They first translate the game announcement into English, and then to many minor-language versions, which usually took more than ten days. In this case, players with small languages have a poorer experience because they cannot understand English and Chinese.
In order to quickly translate the minor-language version, Lilith games used to rely heavily on outsourcing companies for a long time. However, they found that relying on translation outsourcing companies cannot solve the problem and requires a lot of communication costs. Under such circumstances, Lilith developed an online localization system. Through this system, overseas translators can directly translate games, understand translation needs, and easily receive feedback from the project team. This mode greatly improves the speed and quality of game localization. Improved the gaming experience of players from different countries.
In the process of gradually exploring more refined operation services, Lilith also proposed a concept called “global localization”, which provides different gaming experiences for players in different countries overseas.
For example, the instant messaging tools players use are different in different countries and regions. In these areas, Lilith provides customer service according to the player’s habits. At the same time, these services integrate the login interface to ensure that players can contact the official without logging in to the game.
Build brand identity
Today, when the purchase cost is getting more and more expensive, the player group is becoming more and more mature, and the model of attracting users to download games by game advertising has lost its competitiveness. Therefore, Wang Xinwen mentioned that the most important thing for current game manufacturers is to allow players to have a sense of trust and identity with the game brand, continue to launch high-quality games and provide very stable services.
After accumulating certain Chinese brands, it is also a brand new challenge that we face to promote Chinese creation and Chinese culture to the world. For example, in “Rise of Kingdoms”, there are many historical figures from China, such as Sun Tzu, Cao Cao, Hua Mulan, etc. These can also allow overseas players to learn about Chinese history.
Wang Xinwen pointed out that as China’s national strength and cultural influence increased, a group of Chinese game companies with international influence will inevitably emerge. It is precisely because of this brand awareness and the vision to promote Chinese culture that Lilith can become one of them.