解码中国游戏买量十年

Core Insights - The gaming industry in China has shifted from a reliance on channel resources for user acquisition to a focus on "buying traffic" as a core strategy for growth, especially with the rise of 4G and social media platforms [1][5] - As domestic traffic growth plateaus, overseas markets have become the new battleground for user acquisition, but challenges such as fragmented platforms and differing attribution mechanisms complicate this transition [1][6] - The industry is now facing the challenge of developing sustainable growth models through refined operations, brand building, and technological empowerment amidst rising costs and diminishing returns from traditional advertising methods [1][14] Group 1: Historical Context - In the early stages of the Chinese gaming industry, various promotional methods were employed to attract players, with channels playing a crucial role in game distribution [4] - The rise of mobile gaming around 2015 led to app stores becoming the primary distribution channels, significantly impacting the autonomy of game developers [4][5] - The introduction of developer support programs by major smartphone manufacturers and platforms further solidified the dominance of channels in the gaming market [4] Group 2: Overseas Expansion - Chinese gaming companies are increasingly investing in overseas markets, but many established domestic user acquisition strategies have not translated well internationally [6][7] - The overseas market is characterized by a fragmented channel landscape, requiring tailored advertising strategies for different platforms [7][8] - Local teams are being formed to adapt to the unique characteristics of various international markets, moving away from a one-size-fits-all approach [9][10] Group 3: Privacy Compliance - Stricter privacy regulations, such as GDPR and Apple's ATT, have significantly impacted the advertising landscape, making user tracking and audience targeting more challenging [11][12] - The industry is adapting by fostering broader collaborations and data sharing among platforms, service providers, and advertisers to enhance targeting precision within compliance frameworks [12] Group 4: Cost and Effectiveness - Despite fluctuations in the gaming market, global user acquisition costs continue to rise, with significant increases projected for top mobile games [13][14] - The rising costs have led to diminishing returns from traditional performance advertising, prompting a shift towards a balanced approach that includes both brand and performance advertising [14][15] - The introduction of AI technologies is seen as a key driver for improving advertising efficiency and effectiveness, with companies increasingly adopting automated and intelligent systems for user acquisition [15][16]