海外市场生变 游戏出海如何坚持“长期主义”？

Core Insights - The global gaming market is transitioning from "incremental growth" to "efficiency competition," with a notable shift in focus from expansion to refined operations and efficiency [1][4] - The share of gaming apps in the overseas market is projected to decline from 57.5% in 2020 to 51.8% by 2025, indicating a competitive landscape [1] - China's self-developed games generated $18.557 billion in actual sales revenue in overseas markets in 2024, accounting for 10% of the global gaming market [1] Industry Trends - The global gaming app market has seen a 397% increase in total installations from 2016 to 2025, but growth momentum has weakened since 2023 [1] - The overseas market for self-developed games in China achieved actual sales revenue of $9.501 billion in the first half of 2025, reflecting a year-on-year growth of over 11.07% [2] - The emergence of "mixed monetization" as a mainstream trend, where both in-app purchases (IAP) and advertising monetization (IAA) are utilized [4][5] Company Strategies - Companies like DianDian Interactive have reported an 81% revenue increase in the first half of 2025, driven by successful titles like Whiteout Survival and Kingshot [3] - The focus on long-term operations is emphasized, with companies aiming for product lifecycles of 8-10 years and adopting mixed monetization strategies to enhance sustainability [6] - The need for Chinese gaming companies to overcome challenges in producing high-quality AAA games is highlighted as essential for global competitiveness [3][4] Government Support - Various countries are implementing supportive measures for the gaming industry, such as tax incentives and funding for startups, to enhance their gaming sectors [4]