In addition, due to plate number restrictions and the tightening of relevant minor protection policies, more and more game companies are choosing a global layout, looking internationally, and increasing investment in overseas markets. According to the “2021 China Game Industry Report”, from 2018 to 2021, the overseas market sales data of Chinese games were 9.586 billion, 11.595 billion, 15.45 billion and 18.013 billion US dollars respectively. Judging from the development situation in the past few years, “my country’s games overseas have shown a steady upward trend, and user downloads, usage time and payment amount have all maintained steady growth.”
Challenges and solutions
When it comes to games going overseas, we have to mention “Genshin Impact”. According to the latest ranking of domestic mobile games going overseas in October released by the well-known statistics agency Germany Email List Sensor Tower, MiHoYo’s “Genshin Impact” firmly ranks first. In the past two years, it has attracted more than 3.7 billion U.S. dollars. Although the domestic market is still the number one market for its players’ krypton gold, the performance of overseas markets is still good, especially Japan and the United States. The Sensor Tower report pointed out that in the first half of 2022, MiHoYo’s “Original” “God” ranks first in the U.S. overseas earnings list. “Genshin Impact” can be said to be the masterpiece of Chinese games going global, and no one has surpassed it so far.
Focus on emerging and high-value markets
So, is the situation in the overseas market really as good as everyone imagined, and will it be invincible as long as the tiger comes out. No. According to Gamma SMS List data, the overseas market revenue of China’s self-developed games has declined for four consecutive quarters. Due to the epidemic and the complex international situation, it is difficult for the developed markets to maintain growth, the purchase cost has increased, and the international Internet giants have continued to deploy in the game industry. The overseas market has also begun to roll up, and the “blue ocean” has turned “red” . So in the face of these challenges, perhaps game manufacturers can find breakthroughs from the following three points.