Nowadays, the purchase quantity and the delivery are not only an important way to promote the domestic hand tour, but also have the significance of the amount of money in the game out to sea.In the author contact with some of the sea team, many people talked about in recent years, the success of the flow of products depends more on the amount of buy.

However, with the global game market, product globalization, the trend of boutique, gamers on the game aesthetic continues to improve, seemingly unlimited prospects of overseas markets, the cost of buying more than doubled compared to before.

Facing the challenge, such as Yuzu, FunPlus and other domestic factories have set up professional delivery team in many major overseas game markets, and even set up data centers to support product promotion and accurate delivery. And for some small and medium-sized manufacturers, especially those who want to self-study spontaneously, the purchase price soars, material localization brings an endless threshold, in the absence of funds, talent, data platform, under the premise of how do we combine product characteristics to develop distribution routes? How to market overseas and material tuning?

Here, perhaps reference data is one way to help make decisions. Recently, CIS had the honor of finding Huang Yiqiang, Vice President of Hot Cloud Data. In the interview, Huang Yiqiang on the "how to use data in the game to choose a reasonable overseas distribution route, delivery channels" "how to develop materials, to achieve creative delivery" and many other questions were answered.

CIS: Hot cloud is one of the earliest domestic contact buying volume, data monitoring manufacturers, to assist many publishers in domestic and overseas combat. In recent years, with the tide of games, buying has become a necessary skill for manufacturers. So, can you share what the trends in the overseas gaming market we've monitored are based on the data?

Huang Yiqiang:First of all, from a macro perspective on the 2019 overseas mobile game market trends, Japan, South Korea, the United States, Western Europe is still the main market for overseas mobile games.But the rise of "emerging markets", represented by Brazil, Thailand and India, has begun to enter the "barbaric growth" phase and is beginning to squeeze the share of these mature markets.

According to the latest data, as of June 2019, the value of TheRpus for U.S. hand-travel users has exceeded $50, and the U.S. hand-travel market has been a major domestic game-going region. Therefore, overall, although the growth rate of mature overseas App market has stabilized, but due to the good payment environment, strong user pay capacity and user time increase and many other factors, the game is still a great opportunity to go out to sea.

On the buying level, combined with hot cloud data Adinsight overseas version of the data, although in 2019 Q3, overseas mobile game purchase growth has been flat, but from 2019 as a whole, overseas market buying data still generally maintained the upward momentum.

Let's be more specific, north America and Japan and South Korea still have the highest volume of hand-bought data compared to the two regions, South America and Southeast Asia, which showed significant growth last year.

According to the Hot Cloud Data 2019 Mobile App Purchase White Paper for the first half of 2019, the U.S., Japan and South Korea averaged about 30% growth in the number of products launched in the first half of the year, while Brazil represented the South American market, the first half of the growth rate reached 40%.

CIS: In interviews with practitioners involved in going out to sea, they frequently talk about the increasing cost of buying and the rising threshold of the buying market. From the data point of view, overseas, the purchase threshold has been raised to how high?

Huang Yiqiang: Data for the first half of 2019 show that China Mobile's overseas market user spending grew by 20%, but game downloads grew by only 2%. In seemingly promising overseas markets, the cost of buying has more than doubled.

Global mobile game user spend top 1000, overseas other countries publishers of the game hybrid realization (i.e., user spend and advertising revenue) proportion of up to one-third, one-fifth of heavy games have begun to use mixed cash, more than 40% of the moderate games have also adopted the hybrid cashing model, while the Chinese game use mixed cash ratio is relatively low, but also hope that major domestic game manufacturers in the subsequent sea products to make some changes.

Q CIS:Can it be said that mixed realization is a major trend of game realization in overseas markets?

Huang Yiqiang:Yes, and the hybrid realization model is also an effective means to increase the compound realization of buying volume.On this basis, Hot Cloud Data developed ARPPU, which can help the game team to increase revenue realization through big data, can help thousands of people to improve the value of LTV products.

CIS: Which buy-to-let markets will be less stressed?

Huang Yiqiang:Southeast Asia contributes the most downloads of games, according to hot cloud data monitoring data.In emerging markets, China Mobile game publishers have a relatively leading market share.In particular, Indonesia has a market share of more than 40 per cent and Russia and India more than a third.

CIS: From the overall game delivery and material delivery number, compared with the previous market conditions, in the mainstream sea market, there have been some particularly rapid growth of the game category?

Huang Yiqiang:Combined with hot cloud data 2019 Q3 latest data, the United States is the representative of overseas hand travel mature markets, Brazil is the representative of overseas hand travel emerging markets, both countries hand travel purchase type No.1 is a casual game.

In terms of market size, casual gaming dominates the mobile gaming market with $3 billion in in-app purchase revenue. Revenue from puzzle games alone was up 34% from the previous year, while arcade gaming revenue was double that of the previous year. Ultra-casual gaming is an important part of the leisure gaming market, with 630 million downloads and $53 million in in-app purchases, according to the data. It can be said that ultra-casual games are rapidly creating new audiences, rather than encroaching on users in existing markets.

Back to the buying level, in the U.S., the July-September 2019 hand game category launch incremental ranking is leisure category, casino (gambling) category, text (spelling) category hand tour. This means that light games, dominated by casual puzzle games, are joining the "buying army" with high momentum.

In addition, the light game here refers to the use of less traffic, time, mainly occupy the player fragmentation time, easy to understand, to reduce pressure for the purpose of the game.

CIS: On this basis, what is the trend of different game categories in the overseas mainstream market?

Huang Yiqiang: According to the hot cloud data monitoring data, to the United States, Southeast Asia, as well as China, Hong Kong, Macao and Taiwan, for example, this mainstream sea-going area is basically role-playing, leisure puzzle, action-based hand-travel.

Role-playing games are the most marketed game types in overseas countries and in Hong Kong, Macao and Taiwan, China, which is exactly the same as in China. The big difference is the action class hand tour. Action hand tour in the first half of the domestic number of products only ranked 7th, but it ranked first in the United States, Thailand.

CIS: From the delivery channels, how much of the mainstream overseas channels, Facebook and Google can account for?

Huang Yiqiang: The two account for about 50% of traffic, different types of games in the delivery of the selected channels will be focused.

There are three forms of advertising products promoted by Facebook games: image ads, video ads, and text ads. Locations are divided into desktop and mobile streams, sidebar ads, and Instagram ad spaces, and Google can choose from a variety of ad formats, including text, images, and video ads.

CIS: Data-based, what do we need to be aware of when choosing a channel?

Huang Yiqiang:In choosing other advertising channels, we must consider each channel and the characteristics of the products they push match the degree, channel promotion effect is good or bad, generally in the choice of delivery channels and determine the creatives will use third-party big data marketing analysis tools to assist in the analysis of channel advantages and disadvantages.

CIS: In fact, combined with the cultural situation of different countries or regions, to select the content of material, innovation, may be a difficult problem. In your opinion, how do we combine data and game categories to select the form of footage, master the law of material delivery?

Huang Yiqiang:Try to make good use of competitive products, the same type of product material information, and then optimize their own creative materials.We can combine the running material of the competition, including the delivery of these materials and the share of advertising, according to these indicators can be generally judged the regularity and quality of these materials.

For example, in the Japanese market, Japanese users love RPG games, especially secondary themes, we can use Hot Cloud's Adsight creative intelligence monitoring engine to see the number of new items in the past year and new laws, forecast the competition for a period of time in the future daily additions. Find creative types and media channels that match your product promotion.

CIS: You just talked about, overseas buying market began to flood into a large number of mild hand tours, specifically to mild game products in the delivery channels, the release of material form, which trend is what?

Huang Yiqiang: According to our monitoring, although video advertising is still the main type of material, but the light hand-traveling material contains a large number of "playable ads." This is also related to the positioning of mild hand travel: low threshold, wide user, time fragmentation. To this end, hot cloud data recently launched "material insights - playable advertising analytics dimensions." The aim is to gain insight into the overseas gaming market with more professional and sophisticated buying data in response to the trend of "light games becoming more available".

In addition, hot cloud data Adinsight creative intelligent monitoring engine overseas version can also help overseas gaming enterprises efficiently create material, improve the effectiveness of corporate advertising.

CIS: From the delivery equipment, the global mainstream sea-going areas, the overall delivery of local head games is biased?

Huang Yiqiang:Combined with the data, the Android platform dominates the global smartphone market, with a market share of about 85%.At the same time, the iOS platform remains the most profitable, but the iOS platform is losing out in Europe, Japan and China.

According to public data, Android users' acquisition costs $3.21, which is more cost-effective than iOS users ($4.85), and Android's in-app acquisition costs $33.83, up 9.9 percent from last year. The iOS platform costs $36.63 to acquire in-app purchases, roughly the same as Android.

However, the conversion rate is very different in terms of install-to-in-app purchase rates. Android user conversions fell to 9.5%. This year's iOS platform is only 13.2% lower than last year's 21% user conversion rate.

Cis:In addition, combined with the sea area, category of different, the weight of the delivery equipment is different?

Huang Yiqiang:That's right.For example, the U.S. and Thai hands-on market has far more hands-on apps on iOS devices than Android devices, nearly double the number.

And Japan and China, Hong Kong, Macao and Taiwan region hand tour market in the two kinds of equipment to put the number of products roughly equal, and the domestic hand tour market situation is generally consistent.

The number of hand games launched in Brazil and South Korea is relatively focused on Android devices.

CIS: In contact with cooperative manufacturers, according to our observation, in the purchase volume and delivery, what data dimensions are of great concern to game manufacturers? What other data is usually easy for manufacturers to ignore, but in fact, you can dig deep to get more information?

Huang Yiqiang: As overseas user costs rise, overseas publishers need to focus on two core data: LTV and ROI. At the beginning of doing overseas markets, we tend to make a mistake, especially value CPI (cost), simply control CPI (cost), but this can not adapt to the market, control ROI can promote products well.

Overseas distribution, the user source mainly has three ways, the first is the app store recommendations, including Apple, Google, Facebook and other recommendations.

The second is the natural addition of word-of-mouth, we through the monitoring of overseas hand travel, especially in Europe and the United States, natural new users than domestic high, these areas do not have so much domestic advertising, and most advertising platforms will have a certain anti-harassment mechanism to control advertising, so that users feel their privacy is well protected.

The third is to buy volume, buy volume is mainly to see the rate of return, in fact, this is also a systematic project, overseas buying should not only look at the cost, as well as hold the psychology of a try, but should be seen as a long-term process, only in the process of continuous optimization in the process of delivery is possible to get good returns, the key data is LTV and ROI.

CIS: If you adjust our distribution strategy from the data perspective, what data do you think can help us choose the region we are going to sea with, or can you help optimize our marketing program?

Huang Yiqiang: For example, the profitability of the world's major gaming markets continues to grow steadily. In 2017-2018, Chinese publishers' share of user spending in the overseas mobile gaming market increased by 60%, and in 2019 China Mobile Gaming's overseas user spending accounted for 16% of the overseas mobile gaming market share.

Among them, the United States has become China Mobile Games overseas spending contribution of the market, but the Japanese market is also very noteworthy, from the second half of 2017 to the first half of 2019, the Japanese market user spending showed a doubling trend.

In addition, more and more game developers return to advertising, product quality and marketing creativity, "composite" marketing has become more important. E-competition, Twitter content marketing, brand display advertising and other strategies to become an optional way to promote the game.

CIS: When communicating with some of the largest offshore manufacturers, some manufacturers have set up their own data centers to support their product promotion and delivery. For some small and medium-sized vendors, they may not be able to build their own data platform. For this group, what data are important and need to be referred to when they launch their products?

Huang Yiqiang: For different regions, product delivery strategy is certainly different, but overall, there is also a set of methodology, summed up is "look at the region" "look at the channel" "look at the product."

First, we can look at the distribution of products in the geographical distribution, secondly, look at the distribution of the purchase volume of products in various channels, and third, look at the head products, competitive delivery strategy and similar products of the release of materials, time periods and trends.

And with the different launch stage, our focus will also change, before the launch, we can monitor the historical category data to see the delivery trend and delivery revenue;

After launch, we can look at the extent to which subsequent users are active, retained, and paid based on operational data.

CIS: For game manufacturers to go out to sea, from the perspective of third parties, you can data on the game out to sea what significance, how to combine data buying, tuning to give some advice?

Huang Yiqiang: In fact, through the data, we can find some value points in the game out to sea. In the process of buying out the sea, the overseas market environment is more complex, pay attention to creative materials, media channels and other purchase data is very important, according to the characteristics of different advertising platforms, analysis of the basis of other data algorithms, in order to find the most effective way to target audiences.

In terms of creatives, materials are our most important core in marketing, if the creatives are good, interactive, users active forwarding behavior, then in platforms such as Facebook will get more exposure, bring better delivery results. Here you can use data analysis tools to better grasp the mainstream form of advertising material.

Hot Cloud Data Adinsight is also committed to collecting global creative data, through monitoring more than 40 countries and regions around the world, Facebook, Audience Network and other 17 mainstream advertising networks, 10,000 advertising spaces, to help you in the game out to sea in the direction of the delivery of material insights and innovation, hoping to help you smoothly out to sea.