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1、Guide to Growing Chinese Gaming Apps Overseas2024Download PDFGROWING CHINESE GAMING APPS OVERSEASContentsHighlights&MethodologyIntroductionGoing Global:At a GlanceCreative Benchmarks and InsightsAd Creative Insights From Top GamesGameplay and Monetization TrendsAbout Us234510172833GROWING CHINESE GA

2、MING APPS OVERSEAS3Highlights&MethodologyCPISouth Korea,Japan,and the US have high CPIs and are highly competitive markets for Chinese games.Malaysia and the Philippines have comparatively lower CPIs.ITI Conversion RatesIn the US and Canada,costs are higher overall,but conversion rates are also high

3、er than in other markets.D7 ROAS EMEA has the highest average ROAS for Chinese games at 17%.Video ads offer the best average ROAS at 21%.Monetization Tip:Time-Limited Offers Implement trial characters and innovate on time-limited gachas that tap into player FOMO to shore up your monetization strateg

4、y.Top Advertisers The top advertiser in H1 of 2024(by number of unique creatives)was Legend of Mushroom.On Android,it was Tycoon Casino Vegas Slot Games.Liftoff data is based on data from May 1,2023-June 15,20247.9BClicksData for the report comes from GameRefinery,Accelerate,Liftoffs programmatic ad

5、vertising solution,and SocialPeta,a creative intelligence platform.SocialPeta data is based on ad creative data from January 1,2024-June 30,2024133BImpressions18M InstallsGROWING CHINESE GAMING APPS OVERSEASFinding Success in Overseas Markets 4Theres no doubt about it.Chinese games have found an aud

6、ience in the global market.According to Business of Apps,China makes up over 31%of worldwide mobile gaming revenue.As giants like Tencent and NetEase dominate the ROI charts worldwide,Chinese gaming revenue is expected to top$39.6 billion globally by 2027.For game developers in China,tackling overse

7、as markets is now a core part of their growth strategy.Yet,while there is no shortage of successful examples,there is still plenty of room to grow.Market penetration in many regions remains limited.Earnings from more saturated markets like the US,Japan,and South Korea still make up more than half of

8、 Chinese gamings earnings from other countries.Chinese game developers need a focused strategy to succeed internationally,especially in newer markets.They must adapt their games for foreign audiences and adopt a hyper-localized approach to UA that speaks to their target markets.To stay competitive,d

9、evelopers also need to keep up with new gaming and monetization trends across different regions.Going global isnt easy,but Liftoffs new guide,featuring data from SocialPeta,a top ad intelligence platform,is designed to help.We cover cost and ROI and install conversion benchmarks across key regional

10、markets,as well as insights into ad creative and localization trends.We also asked the experts from GameRefinery to pinpoint winning monetization and engagement trends to help developers and marketers deliver tangible ROI.“Increased privacy regulations and more competition from international games c

11、an make overseas growth harder to come by.But Chinese games can gain an advantage by prioritizing quality users in mature markets and tapping into new,emerging markets with a focused long-term strategy.”Joey FulcherSVP,Global Demand Sales,LiftoffGoing Global:At a GlanceChinese Mobile Games CPI,by Re

12、gion Chinese Mobile Games CPI,by CountryChinese Mobile Games D7 ROAS,by RegionA Closer Look:Chinese Games in the US MarketGROWING CHINESE GAMING APPS OVERSEASChinese games have found an audience across multiple markets in every region,but different target markets also have varied costs.Parts of Nort

13、h Americathe US in particularare highly competitive markets and this is reflected in the costs.On iOS,costs per install(CPI)in North America are over 2x what they are in APAC.As Chinese games make headway in LATAM,there are more opportunities to scale.CPIs on both platforms are much lower than in ot

14、her regions.The Cost of UA in Different Overseas Markets 6Chinese Games Average CPI by Region,by Platform(in USD)GROWING CHINESE GAMING APPS OVERSEASAs key markets for Chinese games,South Korea,Japan,and the US are highly competitive in terms of user acquisition.The US averages$7.68 per install,just

15、 under South Korea at$8.02.Although these markets are costly,they are also essential to building loyal user base for many games.Chinese games are also making headway in Southeast Asia and Latin America.Countries including Malaysia and the Philippines are more cost effective per user.Brazil,also an e

16、merging market for Chinese games,averages around$0.70 per install.Chinese Games Average CPI by Country(in USD)7GROWING CHINESE GAMING APPS OVERSEASChinese games have higher D7 ROAS than global averages.The difference may be the number of established midcore games with sustainable revenue models.But

17、its important to note that campaign ROI for individual games will vary dramatically.We see that EMEA has the highest ROAS out of all 4 regions at 17.1%.Although North America represents a mature market for Chinese games,it has a comparatively lower average ROASlikely as a result of stiff competition

18、 and higher costs.Chinese Games Average D7 ROAS by Region“Succeeding in overseas markets is about understanding your audience and having a localized strategy.Work with a partner who can help connect you with quality users from the start and build relationships with local influencers to set your game

19、 apart.”Rebecca Zhou,Senior Account Executive,Liftoff8GROWING CHINESE GAMING APPS OVERSEASA Closer Look:Chinese Games in the US Market9The US is a key market for nearly all game developers.For Chinese publishers,the market accounts for enormous ad spend but also delivers high returns.We took a look

20、at the top 200 highest-grossing US publishers on iOS.Heres a snapshot of top revenue-generating Chinese games:Chinese game publishers have a strong presence in the US market,especially in strategy and RPG.More than one-third of top-grossing games come from Chinese publishers,an indicator of a health

21、y but also highly competitive market.Chinese publishers dominate midcore staples like RPGs and strategy in particular.For example,in 4x strategy,Chinese publishers account for a whopping 88%market share led by titles such as Last War:Survival and Whiteout Survival.Top RPG titles include AFK Journey,

22、Honkai:Star Rail,and Genshin Impact.“Chinas mobile gaming industry has demonstrated exceptional growth in international markets thanks to their high-quality development and adaptability.Hits like Genshin Impact and PUBG Mobile have captivated players worldwide and set new standards for revenue and e

23、ngagement,proving the global appeal of Chinese gaming companies.”Kalle Heikkinen Chief Game Analyst,China,GameRefinery 34%of the top 200 US games on iOS come from Chinese publishers48%of RPG games come from Chinese publishers69%of strategy games come from Chinese publishers Creative Benchmarks&Insig

24、hts ITI Conversion Rates,by CountryCPI and CPA by Ad FormatD7 ROAS by Ad FormatInsights:Connect Across Markets With VideoPopular Art Styles Across Different RegionsInsights:Embrace Gen AI for LocalizationGROWING CHINESE GAMING APPS OVERSEASImpression-to-Install Conversion RatesAverage ITIs vary depe

25、nding on market penetration and across higher-value regions and lower-value regions.Comparatively,Japan proves a more challenging market to drive conversions.Asian markets including South Korea and Australia have ITI conversion rates that are 3x that of Japan.In places like the US and Canada,where c

26、osts are higher and markets are more saturated,ITI rates are also higher.Impressions there are four times as likely to result in an install than in Japan.Country2024 Average ITI Rates(Jan-Jun 2024)Japan1xSouth Korea3x Australia3xUS4xGreat Britain4xCanada4xGermany4.5xSouth Africa5xA key factor in det

27、ermining UA spend allocation is how well marketing leverscreative testing and campaign optimizationimpact performance where the rubber meets the road.Impression-to-install(ITI)rates capture just that.Below,we compare ITI rates for Chinese games by country:11GROWING CHINESE GAMING APPS OVERSEASChines

28、e Games CPI,CPA by Ad FormatLooking at Chinese games across all markets,we found that video ads have lower average CPI and average CPA post-install.Banner,native,and interstitial ads post higher CPAs,showing that users who click tend to be less engaged post-install.Banner ads especially post the hig

29、hest CPA at$1.87,over 3x the cost of native ads and 18x that of video ads.Longer videos can be surprisingly effective at attracting valuable userson Liftoff Direct,spending on video ads over 40 seconds long grew 245%year-over-year.Learn more in Liftoffs 2024 Mobile Ad Creative Index Did You Know?12G

30、ROWING CHINESE GAMING APPS OVERSEASChinese Games,D7 ROAS by Ad Format For many gaming publishers across all markets,ROAS is still the determining metric for marketing success.If we look at the average D7 ROAS for Chinese games across ad formats,video ads provide the highest returns by a significant

31、margin(21%compared to 10-15%for other formats).Native ads deliver the second-best returns at 15%.It can be a very successful format,albeit highly dependent on context and placement.Interstitial and banner ads deliver lower D7 ROAS,but since they are less costly to produce and place,they can offer gr

32、eater reach.13GROWING CHINESE GAMING APPS OVERSEASInsights:Connect Across Markets With VideoVideo ads are engaging for users,easy to combine with playables,and proven to increase ROI.So,how do you leverage them to break into new markets?14MAKE CORE GAMEPLAY YOUR CENTERPIECEWe find that showing off c

33、ore gameplay drives higher ROAS.This is especially important in higher-cost markets where games need to drive revenue from the start.Attract stickier users by showing authentic,representative gameplay.UNLOCK NEW LEVELS/CHALLENGES Many players are motivated by a new challenge.Try adding graphics to“u

34、nlock a new level.”Its also a smart way to showcase different styles of gameplay and an easy method to introduce a minigame.WORK WITH A LOCAL INFLUENCER Audiences are more likely to try a game recommended by someone they trust.Especially in a new market,having an influencer walk users through gamepl

35、ay lends your game much-needed credibility.Liftoff UGC creatives increased ROAS by 4x when tested against branded content.Work with a local creator to unlock a new audience for your game.Learn more from Liftoffs Creative Studio.Bonus Tip:Remember to always keep your logo visibleeven if the user does

36、nt install in the moment,theyll remember the app.GROWING CHINESE GAMING APPS OVERSEASPopular Art Styles Across Different Regions15Aesthetic preferences vary across countries.When adapting games and ads for a new region,its essential to consider local players visual preferences.We examined popular ar

37、t styles from two key marketsJapan and the USin contrast with those in Chinas domestic market.In China,realistic graphics are more popular,followed by manga and cartoon styles.While about a third of top Chinese games prefer manga,its the dominant art style in Japan,favored by close to 50%of the top-

38、grossing gaming apps.In contrast,realistic and cartoon graphics are favored in the US,but only 5%of gaming apps feature a manga art style.Art styles based on GameRefinery data for the top 200 highest-grossing gaming apps for iOS in three countriesGROWING CHINESE GAMING APPS OVERSEASInsights:Embrace

39、Gen AI for LocalizationIn the past year,a new caliber of AI-based creative tools has exploded onto the scene.While the industry is still developing best practices,one of the most exciting applications for gen AI is localizing ad creative.Here are a few tips to harness its power.16TRY VOICE LOCALIZAT

40、ION WITH AI Working with actors or voice over actors?With Gen AI,you can easily translate voices into any language.But scale carefully and focus on local flavor.Incorporating local sayings and catchphrases can spark a connection with a regional audience.LOCALIZE THE DETAILS Localizing key elements l

41、ike CTA copy or button colors can provide a performance boost to campaigns serving global geos.With Gen AI,its possible to test and scale at speedso take advantage!PRIORITIZE BRAND PROTECTION If youre working with licensed IP,or even if youre not,be careful about generating voice-overs or assets fro

42、m scratch.Its essential to be brand-compliantespecially when scaling in new markets.Easily translate voice and copy with gen AI.At Liftoff,we believe the Gen AI revolution is about speed,efficiency,and scale.Learn more about what Gen AI can do here.Ad Creative Insights From Top Games H1 2024 Top 20

43、Chinese Mobile Games,by Unique AdsInsights:Light SLG Insights:Legend of MushroomInsights:Block Blast!Insights:AFK JourneyGROWING CHINESE GAMING APPS OVERSEASSo which games are winning the advertising wars?SocialPeta looked at the top 20 games by number of unique advertisements on each platform.iOS w

44、as dominated by Legend of Mushroom,and Block Puzzle.H1 2024 Top 20 Chinese Mobile Games,by Number of Unique Ads18GROWING CHINESE GAMING APPS OVERSEASAndroid sees many of the same games,but has a slightly different profile.Casual game Block Blast!still features in the top four,but the top slot belong

45、s to Tycoon Casino.The Grand Mafia rounds out the top three,and Legend of Mushroom features in number 12.H1 2024 Top 20 Chinese Mobile Games,by Number of Unique Ads19GROWING CHINESE GAMING APPS OVERSEASInsights:Light SLG Advertising Data Start date:3/2023Total deduplicated creatives:22.1K Last War:S

46、urvivalA mixed light SLG by First Fun In H1,Light SLG topped revenue charts for Chinese games released globally.This is mainly due to their perfect integration of a parkour-shooter mini-game into SLG gameplay.20GROWING CHINESE GAMING APPS OVERSEASChannel：Estimated Impressions：10M Features:The games

47、ad creatives showcase“parkour and shooting to level-up,”and the minigames are highly integrated with the game itself.Additionally,live-action elements are added to make the games ad creatives more convincing.Click to play the complete creative 219.7%GROWING CHINESE GAMING APPS OVERSEASInsights:Legen

48、d of MushroomAdvertising Data Start date:2/2023Total deduplicated creatives:27.2K Legend of Mushroom A globally released minigame by 4399 Legend of Mushroom was the best among all minigames scaling globally in H1 2024.First released in Hong Kong,Macao,and Taiwan,it soon launched in South Korean,Japa

49、nese,English,and Southeast Asian versions.22GROWING CHINESE GAMING APPS OVERSEASChannel：Duration：93 DaysFeatures:AIGC ad creatives are a new marketing trend among game advertisers in 2024.The following creative is an example of AI image with animation effects,providing better overall quality and lea

50、ving space for the imagination.“Free 3000 Pulls”are also an attractive offer.Click to play the complete creative 235.7%GROWING CHINESE GAMING APPS OVERSEASInsights:Block Blast!Advertising Data Start date:4/2022Total deduplicated creatives:86.1K Block Blast!A classic block-matching game by Hungry Stu

51、dioThe game topped the App Store chart for free games in the US for over 100 days,acquiring a vast number of players thanks to its classic block-matching gameplay.24GROWING CHINESE GAMING APPS OVERSEASChannel：Release Date：1/23/2024Features:Creatives for classic casual games are sometimes the hardest

52、 to get right.Typically,these ad creatives showcase gameplay,but the trick is to add something unique to make the game seem exciting and innovative.Players respond to this ad from Block Blast!,for example,because of its distinctive sound effectsa metallic ding followed by a kaboom.Click to play the

53、complete creative 2542.8%GROWING CHINESE GAMING APPS OVERSEASInsights:AFK JourneyAdvertising Data Start date:4/2023Total deduplicated creatives:18.7KAFK JourneyAn Adventure Idle RPG by Lilith Games A sequel to the popular RPG AFK Arena,the game topped the charts for free games immediately after its

54、release in many regions,including the US,Canada,and the UK.26GROWING CHINESE GAMING APPS OVERSEASChannel：Estimated Impressions:2.4MFeatures:Key Opinion Leader(KOL)advertising has become an effective and efficient way of marketing newly-released games.A game can quickly build its user base by working

55、 with online celebrities whose audience matches its target audience.Click to play the complete creative 2722.1%Gameplay and Monetization Trends Innovations in Gameplay:Social Hangout&Home SystemsMonetization Trends:Trial Characters&ItemsMonetization Trends:Limited-Time GachasEngagement Success Story

56、:Gossip Harbor GROWING CHINESE GAMING APPS OVERSEASInnovations in Gameplay:Social Hangouts&Home Systems29Alliance Hall in State of Survival,for example,is a social hangout space where players can plan social events,decorate,and interact with other alliance members in various ways.Players can also un

57、lock rewards and resources to decorate and personalize their space by participating in events.PUBG Mobile has a home system that lets players build,decorate,and customize their own islands.Players can also use special currencies to purchase furniture and upgrades.This feature has a welcome social co

58、mponent,as players can visit friends islands and participate in events.They can also collect coins,upgrade&decorate butler characters,and enjoy an exclusive gacha system.Consistent user engagement brings sustainable ROI,so how do Chinese game publishers who find success overseas keep players engaged

59、?Two increasingly popular,innovative ways to keep players coming back are social hangouts and home systems.GROWING CHINESE GAMING APPS OVERSEASMonetization Trends:Trial Characters&Items30Players can own these characters for a period of time with temporary trials,but permanent ownership requires a pu

60、rchase.In many instances,its also possible for players to obtain the character permanently by collecting enough resources or currenciesfor example,by participating in events or increasing game engagement.Either way,the pathway to ownership is monetized through games that offer attractive ways to obt

61、ain resources or currencies.Trial characters are an excellent solution for balancing character variety with monetization.As an alternative,some Chinese games also“rent”characters to players,allowing players to purchase a character for a limited spell.Character Trial in Genshin Impact(left),Character

62、 Trial in AFK Arena(right)Introducing new characters and items is essential to evolving any game.But how do you introduce your new,amazing characters without impacting monetization?Many Chinese games get around the problem by offering trial versions of characters.GROWING CHINESE GAMING APPS OVERSEAS

63、Monetization Trends:Limited-Time Gachas31Limited-time gachas are great monetization tools,and theyve been combined with several new innovations in gacha mechanics from Chinese publishers:For box gachas,each pull removes an item from the pool,making subsequent pulls more attractive.In-gacha shops gra

64、nt players a special currency for making gacha pulls.The currency can then be used in a dedicated shop.Players can be rewarded for gacha pull milestones after pulling the gacha a set number of times.Additionally,weve seen heavy monetization through minigame-like events,such as bingo or diceboards.Ga

65、mifying monetization events this way can make them more exciting for players,boosting engagement.Diceboard event in SOULS(left),Box Gacha in CoD:Mobile(right)Gachas are a great way to increase monetization depth.Theyre especially popular for RPG,shooter,and 4x strategy genres.One way to enhance thei

66、r appeal is to make them time-limited,tapping into player FOMO.GROWING CHINESE GAMING APPS OVERSEASEngagement Success Story:Gossip Harbor32When it comes to choice,sometimes more is,well,more.The more expansive the live event palette,the better the game can cater to different player motivations and a

67、udiences.Here are some examples of what Gossip Harbor has been adding just recently:Seasonal collections album system.A race event(rarely seen in the merge-2 genre).A boost event called Recharger Perk,designed to enhance short-time engagement.Frosty Escapades:An exciting diceboard event with a stron

68、g emphasis on randomness.Adding new event types can keep the game experience fresh,but remember,monitoring the competition is crucial.You dont want to miss out on a new trending event type in your genre.iOS performance(revenue and downloads)for Gossip Harbor(left),Gossip Harbors Seasonal Collection

69、Album(right)Gossip Harbor continuously developed their live event palette to increase event types and cadencethis has helped keep engagement high in a competitive environment.Build better mobile games with GameRefinery,the#1 trusted mobile game intelligence tool.Who is?Intelligence to Build Better G

70、amesGameRefinery speaks to game and product teams throughout the development process,from pre-production to LiveOps,to help them build better games.Leverage industry-leading market research,competitor intelligence,and player insights.Improve your LiveOps withour Live Events Tracker Liftoff helps mob

71、ile businesses maximize their revenue.It provides machine learning-powered marketing,monetization,and creative solutions that create better ad experiences and connect people with the products they love.www.liftoff.ioWho is Liftoff?With SocialPeta,you can spy on your competitors ad data,and get ad da

72、ta from networks,media,and advertisers around the world to inspire you.SocialPeta covers more than 70 countries/regions and over 80 well-known ad channels worldwide,such as Facebook,Twitter,YouTube,TikTok,and Unity.We provide nearly 1.6 billion ad creatives,updating millions each day.Through duratio

73、n,impressions,popularity,and interactions,we can quickly locate the active high-quality creatives which will be provided to you in real time to help with your marketing plan.As one of the world-leading advertising and marketing platforms,SocialPeta boasts a huge database and the experience of working with thousands of game companies and providing mobile game workers with more practical methods in order to develop more popular games.Website:1.2M Daily Updates6MApp Advertisers1.6B App Ad CreativesWho is SocialPeta?