2024/07/27 22:16
How abstract is the global market in 2024? The difference in the cost of buying volume is 12 times, and eighty percent of Japan players are addicted to two-dimensional yuan
2024/07/27 22:16
Finishing / Autumn and Autumn
Two days ago, Liftoff and the University released the "2024 China Game Overseas Report". The report shows the "biodiversity" of the global market through specific data, and some cases may even exceed everyone's expectations.
For example, the Philippines, as one of the popular overseas markets in Southeast Asia, has the lowest purchase cost in the world, and the cost of each installation is only about 4 yuan;
For example, combined with the mobile game data of the top 200 local market revenue, it can be found that Japan players are more inclined to cartoon comics in art style, with the proportion as high as 80%;
More abstractly, AI-generated materials have been used in advertisements by many overseas manufacturers, such as "Legend of Mushroom", an AI-made fantasy mushroom advertisement, which has received 750,000 likes on Facebook.
Here, Grape Jun will sort out some key contents of the report according to the keywords, and the full report can be obtained by clicking "Read the original article" at the end of the article.
According to the report, the acquisition cost of Chinese mobile games varies in different markets around the world, and the North American market is more competitive overall, with Android and iOS acquisition costs 12 times and 7 times higher than those in Latin America.
By specific market, the top 3 customers with the highest customer acquisition costs are Korea, United States and Japan, and the lowest are Mexico, Brazil and the Philippines, with a maximum difference of 12 times.
According to the report, while the return on investment (ROI) varies widely across games, overall, the EMEA market has a higher 7-day ad ROI and a lower ROI in North America.
The report counts the 2024 Impression Install Conversion Rate (ITI) for different markets, which is used to reflect the degree to which marketing and delivery affect actual performance. According to the data, Japan is currently one of the markets with the lowest conversion rate, while the conversion rate of Korea, United States, Australia and other markets is more than 3 times that of the Japan market; South Africa's conversion rate is 5 times higher than that of Japan.
According to statistics, among the advertising types of Chinese mobile games, the CPI (cost per install) and CPA (cost per user action) of video ads are lower. That's about $3.81 and $0.1, which means that this type of ad performs better, interstitial ads have a higher CPI, which means it's the hardest to trigger installs, and banner ads have a higher CPA of 18 times more than video ads, which may prove that users pay less attention to this type of ad.
In terms of 7-day ROI, video ads also provided the highest return of more than 20%, while other ad types returned between 10%-15%.
According to the top 200 mobile game genres in the local market, the report counts the art style trends in China, Japan, and the United States. Among them, the domestic is relatively average, and the popular ratio of cartoons, comics, and realism is 27:35:42;
The popularity ratio of cartoons, comics, and realism in United States is 51:5:44, and the reason for the popularity of cartoon style may be the popularity of American cartoons and casual categories;
The popularity ratio of cartoons, manga, and realism in Japan is 35:44:20, and the degree of preference for "two-dimensional" has reached 80%.
According to the report, in the first half of 2024, the most overseas products launched on iOS channels are 4399 "Legend of Mushroom", Glacier Network's "マジックカード", and Tuya Mobile's "Block Puzzle"; The most launched products on the Android channel are "Tycoon Casino Vegas Slot Games", Hungry Studio's "Block Blast!", and Youta Network's "The Grand Mafia".
The materials for the dark horse "Last War: Survival" are mainly videos. Their ads on YouTube are almost all of the Villain Parkour Shooter upgrades, which highly overlap with the game's subgameplay. The following is the case material, with an estimated number of likes of 78,000 and an estimated conversion of 45,000.
4399 mini-game "Legend of Mushroom" video ads are on the high side. The following is the case material of the game on Facebook, they used AI to generate fantasy effect materials, with the words "free 3000 draws" to attract users, and the number of likes of the material reached 750,000.
Block Blast! Most of them are video ads, and most of their materials do not have guidance and promotional words, but attract users through creative decompression materials. For example, their ad on Tik Tok is a good example of this type of creative, with an estimated 76,000 impressions.
Lilith's adventure RPG AFK Journey is mostly video commercials, and its ads on YouTube are mainly promoted by influencers.
According to the report, it is becoming an innovative trend to set up social gathering systems and home systems in terms of gameplay, such as the Alliance Hall in "State of Survival" and the home system in "PUBG Mobile".
Left: State of Survival Right: PUBG Mobile
Secondly, at the monetization level, temporary trials, demo characters, and limited-time gacha systems have become a trend.
Chinese developers are also adding more innovative mechanics to the gacha system. For example, after each draw, the prizes in the prize pool will be reduced accordingly, stimulating players to draw cards in the future; The raffle will receive special tokens that can be redeemed for exclusive store prizes; A certain number of draws can be rewarded for the journey and so on.
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