In the wave of globalization, the globalization of Chinese mobile games has become an important trend in the development of the game industry. With the increasingly fierce competition in the domestic market, expanding overseas markets has become a key strategy for many game enterprises to seek growth. Chinese mobile games, with their rich creativity, excellent production, and adaptability to different cultures, have achieved remarkable success in overseas markets. This has not only enhanced the international influence of Chinese games but also brought substantial returns to enterprises.
1. Overview of the Current Situation of Chinese Mobile Games Going Global
The overseas market size of Chinese mobile games has generally shown an upward trend in recent years. Despite fluctuations such as a 5.6% year-on-year decrease in overseas sales revenue to $16.37 billion in 2023, the overall market still shows great potential. However, it also faces many challenges such as intensified competition and changing market environments. Chinese mobile games have spread all over the world, with Asia (such as Japan and South Korea) and Europe and America being the main markets. User preferences vary significantly in different regions. For example, Asian users prefer two - dimensional and strategy games, while European and American users are more inclined to action and shooting games. This requires enterprises to make targeted localization adjustments. In the process of going global, Chinese mobile games also face a series of challenges. In terms of cultural differences, due to different cultural backgrounds, values, and aesthetic concepts in various countries, games with strong Chinese cultural elements need to be appropriately culturally transformed to cater to the preferences of local players. In terms of market competition, the global game market is highly competitive. Chinese mobile games not only have to compete with local enterprises but also compete with international giants. Game quality, innovation, and marketing strategies have become the key factors determining success or failure. In terms of policies and regulations, game policies and regulations vary from country to country. Enterprises need to spend a lot of effort to ensure the compliance of games in overseas operations and avoid potential legal risks.
2. Analysis of Successful Cases of Chinese Mobile Games Going Global
(1)"Genshin Impact": Cultural Output and Global Influence
1.Game Features and Advantages
MiHoYo's "Genshin Impact" is an open - world role - playing game with extremely high popularity worldwide. Its beautiful graphics, rich plot, unique character settings, and open and free exploration gameplay have attracted a large number of players. The character design in the game combines multiple cultural elements, and the music production is excellent, bringing an immersive gaming experience to players.
2.Overseas Achievements and Data Performance
Since its launch in 2020, "Genshin Impact" has quickly become popular in overseas markets. According to Sensor Tower data, the overseas revenue of "Genshin Impact" reached $1.8 billion in 2021, becoming the highest - grossing Chinese mobile game going global that year. It has ranked high on the game charts in many countries and regions. For example, it has long occupied the top of the best - selling charts in markets such as Japan and the United States. Its global registered user base is also extremely large. As of 2023, it has exceeded hundreds of millions.
3. Success Strategy Analysis
3.1 Cultural Integration and Innovation: "Genshin Impact" skillfully combines Chinese cultural elements with globally popular game gameplay to create a unique game style. For example, the Liyue region in the game is based on traditional Chinese culture, and the architectural style and character costumes all reflect a strong Chinese charm. At the same time, it incorporates fantasy elements to make it more attractive.
3.2 Continuous Update and Operation: MiHoYo regularly launches new characters, plots, and activities to maintain the freshness and playability of the game. For example, the annual Lantern Festival and other activities not only enrich the game content but also deepen players' understanding of the game's cultural connotations.
3.3 Global Marketing: Utilize multiple channels such as social media and offline activities for global marketing and promotion. Cooperate with well - known brands and hold cross - border activities to expand the game's popularity and influence.
(2) "PUBG MOBILE": A Competitive Mobile Game Adapted to Global Tastes
1.Game Features and Advantages
As a tactical competitive mobile game, "PUBG MOBILE" has attracted the attention of global players with its highly restored battlefield environment, exciting competitive gameplay, and rich weapon and equipment systems. Its multi - player online battle mode meets players' needs for competition and social interaction.
2.Overseas Achievements and Data Performance
The game has achieved great success in overseas markets and has been firmly ranked at the top of the best - selling charts in overseas app stores all year round. According to statistics, its monthly active user base has reached hundreds of millions globally, and its annual revenue in 2022 exceeded $1 billion. It is one of the most popular mobile games in many countries and regions such as India, the United States, and Brazil.
3.Success Strategy Analysis
3.1 Precise Positioning and Optimization: Optimize the game for different regional network environments and hardware conditions to ensure smooth operation on various devices. At the same time, adjust the game balance and operation settings according to the gaming habits of players in different regions to improve the gaming experience.
3.2 E - sports Event Promotion: Actively hold global e - sports events such as the PUBG MOBILE Global Championship, attracting many professional teams and players to participate. E - sports events not only enhance the competitiveness and 觀賞性 of the game but also bring a huge brand communication effect.
3.3 Social Interaction Enhancement: Focus on the construction of social functions in the game. Players can form teams, have voice chats, join guilds, etc. The enhancement of social interaction has increased player stickiness and loyalty and promoted the spread of the game.
(3) "戀與深空": A Breakthrough in the Female - Oriented Market
1.Game Features and Advantages
Papergames' "戀與深空" is a female - oriented love interactive game that attracts many female players with its beautiful illustrations, touching plot, and charming male characters. The game focuses on emotional interaction, and players can have in - depth exchanges with male characters and experience romantic love stories.
2.Overseas Achievements and Data Performance
After its global simultaneous launch on January 18, 2024, it has performed outstandingly. On the first day of its launch, it topped the iOS mobile game download charts in markets such as the United States and Hong Kong, Macau, and Taiwan, China. The overseas iOS revenue exceeds 150 million yuan per month on average. If the Android side is included, the turnover in the first three months of going global will far exceed 500 million yuan.
3.Success Strategy Analysis
3.1 Precise Positioning of the Female Market: Deeply understand the needs and preferences of female players and create game content that conforms to female aesthetics and emotional needs. From plot design to character shaping, it is centered around the psychology of female players.
3.2 Emotional Resonance Marketing: Create a love atmosphere through social media and offline activities to trigger emotional resonance among players. Establish a close emotional connection with players to improve player loyalty.
3.3Multi - language Localization Support: Provide multiple language versions to ensure that players in different regions can experience the game smoothly. At the same time, make appropriate adjustments to the game content according to the cultural backgrounds of different regions to enhance the adaptability of the game.
(4) "Romance of the Three Kingdoms: Strategy Edition": The Overseas Inheritance of a Classic IP
1. Game Features and Advantages
Lingxi Interactive Entertainment's "Romance of the Three Kingdoms: Strategy Edition" is a highly restored strategy war game based on the history of the Three Kingdoms. The game focuses on strategy and tactics, and players need to use their wisdom to arrange troops and manage territories. Its profound historical and cultural heritage and rich gameplay have attracted many strategy game enthusiasts.
2. Overseas Achievements and Data Performance
It has performed outstandingly in the Asian market. With the launch of new seasons and new generals, the daily turnover in the Asian market has risen rapidly. In May 2024, the overseas revenue increased by 52% month - on - month, returning to the 23rd place on the revenue chart. It has a large number of loyal players in markets such as Japan and South Korea.
3. Success Strategy Analysis
3.1 Utilization of IP Advantages: Leverage the influence of the classic IP of the Three Kingdoms to attract players interested in Three Kingdoms culture worldwide. Through the elaborate presentation of historical elements, create a game world with a sense of historical weight.
3.2 Deep Mining of Strategy: Continuously optimize the strategy gameplay of the game and increase the depth and challenge of the game. Regularly launch new generals and skills to enrich the strategic combinations of the game and meet the high requirements of players for strategy games.
3.3 Localized Operation: Conduct localized operations according to the market characteristics of different Asian countries. For example, in the Japanese market, strengthen interaction with local players and hold activities that conform to local cultural habits to improve player participation.
(5) "Nirvana Tide": The Rise of a New Force in the Two - Dimensional Field
1.Game Features and Advantages
Kuro Game's "Nirvana Tide" is a two - dimensional strategy tower defense mobile game that attracts the attention of two - dimensional players with its unique world view, beautiful graphics, and in - depth plot. The character design style in the game is unique, and the battle system is smooth, bringing players an exciting gaming experience.
2.Overseas Achievements and Data Performance
In May 2024, with its immersive story and smooth battle system, it became the RPG mobile game with the highest global revenue growth. The overseas market revenue accounted for 70%, with the United States and Japan being the main markets. Its performance in the Japanese market is particularly outstanding, successfully entering the forefront of the local market.
3.Success Strategy Analysis
3.1 Deep Cultivation of Two - Dimensional Culture: Deeply dig into the connotations of two - dimensional culture and create an imaginative world view and character images. Through exciting plots and character shaping, attract the core user group of two - dimensional culture.
3.2 Quality - First Strategy: Focus on polishing the quality of the game, striving for excellence in both graphic quality and gameplay. The high - quality gaming experience has won the word - of - mouth of players and promoted the spread of the game.
3.3 Targeted Market Promotion: Develop personalized promotion strategies for major target markets such as the United States and Japan. For example, in the Japanese market, cooperate with the local two - dimensional cultural industry and participate in anime exhibitions and other activities to increase the game's popularity.
Chinese mobile games going global have achieved remarkable results. Multiple successful cases demonstrate the competitiveness of Chinese game enterprises in the global market. By deeply understanding the needs of overseas markets, giving full play to their own advantages, and continuously working hard in aspects such as cultural integration, gameplay innovation, marketing strategies, and localized operations, Chinese mobile game enterprises can gain a firm foothold in overseas markets and achieve sustainable development. However, the road to going global is still full of challenges. Enterprises need to continuously adapt to market changes and innovate continuously to maintain a leading position in the global game market and promote the Chinese mobile game industry to a more glorious future.
In this globalization process, Glodom, as a global top 100 language service provider, plays an important supporting role. In the field of game localization, Glodom has accumulated profound professional knowledge and has reached long - term and stable cooperation with many well - known global game companies. The company has more than 300 full - time employees, and its service network covers more than 40 countries around the world, supporting more than 150 languages. Glodom always adheres to the principle of equal emphasis on innovation and service. With advanced technology and rich project management experience, it has successfully helped many enterprises achieve global strategic layouts. Whether in the accuracy of localized translation or the efficiency of multi - language processing, Glodom has always been at the forefront of the industry, providing a solid and reliable language service guarantee for Chinese mobile games going global and the cross - language communication and development of global game enterprises.
