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!