going global: globalization real case for 150 countries | yuli zhao

Globalization real case for 150 countriesYuli Zhao

Globalization

436 435 416

290

129 101

62 50 34 27 17

Chart Title

RussiaEuropeNorth America

Japan IndiaBrazilKorea HK, TW, Macao

SEA ME

Global mobile game market in 2016100mn RMB

Competition H H H H M M M LL M

Mainland China

H

Global market

Genre difference

Brazil

17%

2%

29%

45%

15%Sim

3%

5%5%

ME

Card RPG10%

4%

69%

Casual

1%

2%

15%

15%4%

1%

SEA Mainland China

RPG

4%6%

9%

39%

6%

4% 1%

2%0%

4%

6%

71%

16%

9% 5%

Russia

58%

7%

1%13%5%

HK, TW, Macao

25%

51%

13%3%

2% 1%5%

Korea

12%

56%

18%1%1% 1%10%

Japan5%

Europe

49%

2%

19%

12%3% 2% 2%

North America

42%

9%

20%

3% 1%

22%

2%

23%

1%0%

8%

61%

24%

47%

India

9%

8%

5%

OthersGambling

Strategy

14%

2016Q2 Top50 game genreARPG(>60%)

ARPG/MMO/turn base RPG

Turn base/card RPG (>60%)

Legacy of Discord

Global feature by Google Play and App Store

$16,000,000Monthly grossing of Legacy of Discord

Distribution of Revenue

China,30%

Over-sea,70

%

Key Findings 1: Stylization

Style ≠ Fine ArtOutstanding

outfitReshaping

EffectGlowing Effect

Extraordinary Outfit

Frames: 20+

Key Findings 2: Compatibility

Key Findings 3: Localization

Instance difficulty

Output and resource production

Battle force growth rate

Operation event and in game promotion

Extend the life cycle of gameplay is very key

Package size

• For some markets, we divide the game into several packages so that the players can start to play the game after download 100M

• when players upgrade to Level 5, they need to download new package to continue playing

Balancing

• Unlike western players, Chinese players like pay to win very much;• When we release the game in oversea market other than China market, it is very crucial to

make sure the balancing among different players• Players with lower battle force has chance to win those with higher battle force

Character growth

• Decrease the growth rate of attribution by about 30-50%• Balance different dimensions of attribution growth• Control the whole battle force from growing too fast

Difficulty

• Increase the difficulty of main tasks and instances

Resource output and consumption

• Output of items and game coins is slower, while the consumption is higher; • Thus slower the growth speed of players and lower their growth pressure;• and result in longer life cycle of the game

Pricing

• Currency price is only 70% of that in China, while pricing of commercials is about 2.5 times of that in China.

• Result pricing increase at a rate of about 75%

• Divide the high price items into several packages• Make it more attractive to mid-payment players

Thank you！