3257亿产值背后的隐形推手：解码中国游戏买量十年

Core Insights - The Chinese gaming industry has experienced significant growth from 140.7 billion yuan to 325.7 billion yuan in annual revenue over the past decade, particularly after key regulatory changes in 2015 [1] - The focus of the industry has shifted towards user acquisition strategies, particularly "buying traffic," which has become a core skill for most Chinese game developers [3][4] - The industry is now facing challenges due to rising traffic costs and the need for more targeted marketing strategies, leading to a shift from broad-based to localized and AI-enhanced approaches [2][3] Industry Trends - The early years of the gaming industry relied heavily on various promotional methods, including partnerships and advertising through channels like app stores, which became crucial for game distribution [4][5] - The rise of 4G and social media platforms has transformed user acquisition strategies, with a significant shift towards buying traffic as a primary growth method [3][5] - As the domestic market matures, the focus has shifted to overseas markets, where the fragmented nature of platforms and differing attribution mechanisms pose new challenges for traditional buying strategies [6][7] Market Dynamics - The gaming industry is moving towards a more refined approach to user acquisition, with an emphasis on understanding local market preferences and behaviors [8][9] - The introduction of stricter privacy regulations has impacted the ability to track user data effectively, prompting the industry to seek new collaborative approaches to data sharing and advertising strategies [10][11] - Despite rising costs, the overall trend in user acquisition spending continues to increase, with significant growth in advertising budgets for mobile games [12][13] Advertising Strategies - The effectiveness of traditional performance-based advertising is diminishing, leading to a growing recognition of the need for a balanced approach that includes both brand and performance advertising [13][14] - Platforms like Twitch are becoming influential in shaping consumer decisions through authentic content and real-time feedback from gamers [14] - The integration of AI technologies is seen as a key direction for enhancing advertising efficiency and effectiveness, with companies increasingly adopting automated and intelligent systems for user acquisition [14][15]