The bumpy road for overseas mobile games to enter the Chinese market
The game industry has always been significant in the world, and the core factor is real money! This is also the reason why many leading companies are involved in the game industry. For example, Tencent, NetEase, Shanda in China, and Toutiao have been hot in the past two years, have included the game industry in a fertile ground for critical cultivation.
Looking at the Chinese market, you will find that the top game companies are all local Chinese countries, such as Tencent, NetEase, Youzu, Lilith, Sanqi, Zilong, etc... Still, there are relatively few overseas game companies doing in China. The wind is born, and the water rises. In contrast to the global market, Chinese games going overseas has become a significant trend with stricter domestic game policies. And IGG, Lilith, FunPlus, etc., all occupy a place on the game revenue list.
Then, one of the questions we have to think about is how difficult it is for overseas games to enter the Chinese market, and what are the thorny issues they must face?
Let's first think about whether the Chinese market environment is not suitable for the development of games? The answer is definitely no. China's 1.4 billion population, fast-developing mobile Internet environment, rapid economic growth, and a temporary increase in reasonable payment habits...No matter the industry, you will feel that the Chinese market is a must-eat.
But before eating this bite of fat, game companies must consider the operability of this matter.
What problems need to be solved for overseas games to enter the Chinese market?
1. Policy issues
Many game types are strictly controlled in China. For example, chess and card games, bingo games, slot machines, etc., are not released. When there are bloody and violent themes, the names do not meet the requirements of social health. There are many kinds of games in China. Policies prohibit many games.
2. Game version number issue
Of course, this is a very troublesome problem. Each year, the National Information Administration releases a fixed number of edition numbers. In a limited number, the probability of successful game application version number is reduced, and the process becomes very complicated.
3. The issue of the Chinese version of the game
The page display does not conform to the Chinese browsing habits: left and right production, graphic layout, link location, etc. The reading habits of overseas and Chinese users are very different, and the uncomfortable reading experience directly causes the loss of users.
The verbal expression is unprofessional and does not conform to the reading habits of Chinese people: many products have some professional terminology, ethnic taboos, various emotional terms, and the use of modal auxiliary words. In addition, the broad and profound expression of Chinese characters makes overseas products discouraged.
Differences in login methods: Chinese people are used to logging in through WeChat, QQ, Weibo, or mobile phone numbers, but most overseas products are logged in with Facebook, Google accounts, or emails. The login method alone has caused many Chinese to give up registration.
Differences in payment methods: Many products that require payment or in-app purchases and subscriptions are very troublesome in user payment methods.
Of course, I have to praise that China's online payment is very mature. Alipay, WeChat payment, JD payment, bank card payment, credit card payment, and other methods can achieve the purpose of collecting money from users. Still, most of the overseas regional mobile payments are not Sound. The acceptance of mixed-use is low, so most overseas products are credit card payment, Amazon payment, etc... Some even need to buy payment cards.
And entering China to reconnect local payments is a big project for them. The size of the package conforms to the network environment and mobile phone version, etc.: In addition, it also involves the use of a variety of Android devices and system requirements in China. The size affects the user's most direct download experience and mobile phone memory operation speed, which is also a significant concern.
4. App store selection for questionable listings
There are hundreds of large and small app stores in China. The head app store includes comprehensive stores such as AppBall and 360 and a series of app stores built by mobile phone manufacturers such as Huawei, Xiaomi, oppo, and Vivo.
Such a complicated environment has left many apps at a loss when put on the Android market. How to choose an app store, which ones are better, and what is the price mechanism? Which are cost-effective, and how to match each stage of the combination have become a headache.
Keyword setting: at the shelf stage, how the app describes how to maximize exposure and choose the type of app that is more appropriate...
How to do the location promotion in the store: And listing does not mean that you will be seen by users, and it does not mean that you can bring a lot of downloads. This also requires optimizing the location of the app store where the APP is located, how to improve the ranking of users in search, and what to choose The position is promoted, and what kind of list is selected to have a greater chance of rushing to the list, and then to another professional field.
5. Promotion issues
This refers to how to use off-site backflow to drive downloads in the app store. Unfortunately, the choice of off-site traffic is even more troublesome.
On the one hand, China's traffic system is vast; you can't see any shadows thrown in tens of millions. On the other hand, there are many media, and the media environment is more different from overseas. It is challenging to have a standard guidebook that can be used for reference. Can rely on past experience.