Shulou(Shulou.com)11/24 Report--

From October 20 to October 22, HUAWEI AppGallery, together with Tencent, Tianyou and 4399, jointly participated in the Thai Game Show (Thailand Game Show, hereinafter referred to as TGS), the largest game fair in Southeast Asia, and joined hands to hold the Asia-Pacific Finals of the "Wonderland Legend Ragnarok Origin" Odin Cup. During the same period, "leading the Future" Huawei Game Industry Salon was successfully held in Thailand. Huawei Game Center worked with partners such as Happy Mutual Entertainment, Efun and Ampverse to explore more business opportunities for games to go to the Asia-Pacific region.

The growth of the mobile game industry in the Asia-Pacific region is predictable, and localization is very important in recent years. As the most dynamic growth zone of the global economy, the digitization process and digital economic activity in the Asia-Pacific region are eye-catching. It is expected that the digital economy will show a steady growth trend in the next five years. Coupled with the regional demographic dividend, regional policy support, younger gamers and a relatively high proportion of mobile games, the growth potential of the game industry in the Asia-Pacific region is huge.

According to a report from market research firm Newzoo, the global game market is expected to reach $300 billion in 2023. Among them, Asia is the largest game consumer market, with a market share of more than 50%. According to the "Analysis of the Development status and Market scale of the Global Mobile Game Industry in 2023" released by the prospective Industrial Research Institute, the Asia-Pacific region is also the region with the largest number of mobile game users, reaching 1.471 billion, accounting for more than 50% of the world. The Asia-Pacific region has become an indispensable part of the global mobile game market. At the same time, in the face of the great differences in the ecology of mobile games between China and major countries and regions in the Asia-Pacific region, such as the multi-language and cultural systems in Southeast Asia, local legal compliance and other problems, cultural barriers caused by cultural differences, let many enthusiastic games encounter "soil and water disobedience", how to make products meet the needs of the local market and user preferences, localization is very important.

In this regard, Huawei Interactive Media Corps CEO and Wu Hao, president of Huawei Terminal Cloud Services Interactive Media BU, said: "the game center has three unique advantages: global user coverage, full-scene innovation experience and localized operation services. We continue to build a better choice for the global distribution of games for developers and partners."

Traffic integration double-end distribution, global 100 million users so far, Huawei Game Center has more than 230 million gamers worldwide, covering all domestic game target areas, including Asia-Pacific, Eurasia, Central and East Africa, Europe and Latin America and other countries and regions, through the global application market AppGallery and game center GameCenter, which has more than 580 million monthly active users. And integrate Huawei media client traffic such as Huawei Video, Huawei Music, Huawei Reading, Huawei theme and Huawei browser to achieve hundreds of millions of exposure and access, and better tap potential user transformation.

Take Efun as an example, "Swordsman World 3", "death BLEACH" and other games have brought tens of millions of exposures through double-end opening screens, home page Banner and other resource bits to push reservation benefits, exclusive gift packages and other reservation launch activities, among which the Thai version of "death BLEACH" has made a comprehensive breakthrough in the network-wide channel launch, such as Huawei Game Center, setting a new record for Efun in the Thai market.

According to reports, 28 of China's overseas TOP30 manufacturers have joined Huawei's overseas game ecology, 26 games in emerging market TOP30 offshore games have reached cooperation with Huawei Game Center, Huawei Game Center has achieved sustained growth together with partners, and the cumulative revenue of partners has increased by more than 70 times.

Local fine intermodal transport to ensure long-term game operation in view of the localization issues that globalization is most concerned about, in addition to the construction of basic capabilities such as multi-channel and compliance operation, Huawei game center deeply ploughs local fine intermodal transport, based on localized operation team, online operation resources and unique offline store advantages, it has laid a solid foundation for long-term operation and commercial success of high-quality games. Huawei Game Center has put forward a four-in-one three-dimensional management strategy: fine user operation, integration of KOL, online operation resources, offline stores and large-scale exhibitions through content recommendation, promotional activities, social groups and competitions, etc., while expanding new users, further tapping the value of existing users, enhancing user activity, and developing core paying users.

Take Happy Mutual Entertainment "Legend of Wonderland ROO" as an example, in the initial stage, a series of activities such as booking lottery were made large-scale exposure to attract players' attention; marketing promotion was carried out combined with important regional festivals, and during the Song Gan Festival, online KOL promotion and offline water-splashing activities reached multiple layers of users to promote transformation. Participate in international exhibitions, co-host e-sports events, in-depth operation of the core user groups, during the cooperation between the two sides, Huawei channel flow up to more than 1000 US dollars a month. In the recent TGS, "Legend of Wonderland ROO" also brought a wonderful interactive experience in the HUAWEI AppGallery exhibition area, and jointly held the Asia-Pacific Finals of "Ragnarok Origin Global Odin Cup" to bring players a fierce and warm-blooded e-sports experience, enhance communication and interaction with gamers, enhance the influence of the game, and promote user activity and transformation.

In addition, during the TGS, Huawei Game Center also organized a visit to True5G Pro Hub, the local operator's e-game hall, to enable partners to learn more about the game ecosystem in Southeast Asia, the Thai game industry and players' insight into the success stories of games such as Pokemon Go. Through overseas trips, Huawei Game Center helps developers go deeper into overseas markets and formulate more appropriate sea strategies for games.

Multiple incentive policies to accelerate business success under the general trend of the game going out to sea, business realization is an important driver and goal of developers. Huawei Game Center provides multiple incentives, including incentives for IPO, revenue increase plan for boutique games, joint promotion of diversification, IGA incentive plan, etc., and establishes a VIP system to bring more business growth opportunities for developers and promote the business success of ecological partners.

Take the revenue increase plan for boutique games as an example, which is also the first time that Huawei Game Center has proposed an incentive plan for the game to go to sea to its partners. Aiming at the boutique games planned to go out to sea, we will provide partners with emerging market development channels such as KOL special promotion, community user oriented drainage and offline exhibitions, localized event services and game market research and investigation, and cooperation between local game industry enterprises. Inspired by the program, Huawei Game Center partnered with the Happy Mutual Entertainment Program to turn the "Ragnarok Origin Global Odin Cup" into the number one MMO event in Southeast Asia, increasing the impact of games, promoting user conversion and fee growth.

For a long time, Huawei insists on consumer-centered, technology-oriented, continuous investment in technological innovation, and insists on bringing higher-quality user experience to consumers. On the one hand, Huawei Game Center gives full play to the technical advantages of the coordination of software and hardware, and works with developers and partners to carry out joint innovation to enrich the game scene and play experience; on the other hand, through strong traffic integration ability to provide partners with localization services, give full play to the respective advantages of both sides, tap more business opportunities, explore more blue ocean market, and bring more Chinese boutique games to global users.

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