买量成本持续攀升

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][4][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][7] - 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][13] Traffic Acquisition Evolution - In the early stages of the Chinese gaming industry, companies relied heavily on various promotional methods to attract players, with channels playing a crucial role in game distribution [4][5] - The emergence of mobile gaming led to a significant shift, with app stores becoming the primary distribution channels, and companies adopting revenue-sharing models to secure promotional resources [4][5] - The "channel dominance" significantly impacted the autonomy of game developers in marketing and reduced their profit margins, prompting a need for direct user engagement strategies [4][5] Overseas Market Challenges - Chinese gaming companies have begun systematic user acquisition in overseas markets, but many domestic strategies have proven ineffective abroad due to cultural and operational differences [6][9] - The overseas market is characterized by a fragmented channel landscape, requiring tailored advertising strategies for different platforms, unlike the concentrated domestic market [7][8] - The reliance on device parameters for user tracking in China contrasts with the probabilistic models used overseas, complicating user attribution and increasing customer acquisition costs [8][9] Privacy Compliance Impact - The tightening of privacy regulations globally, such as GDPR and Apple's App Tracking Transparency, has significantly affected the advertising landscape, reducing the traceability of ad campaigns and the precision of audience targeting [11][12] - In response, the industry is moving towards broader collaboration and data sharing among platforms, service providers, and advertisers to enhance targeting strategies within compliance frameworks [12][13] Cost and Effectiveness of Advertising - Despite fluctuations in the gaming market, global user acquisition costs continue to rise, with significant increases projected for top mobile games in the coming years [13][14] - The rising costs of user acquisition are leading to a diminishing marginal return on advertising investments, prompting a shift towards a balanced approach between brand and performance advertising [14][15] - The introduction of AI technologies in advertising is expected to enhance efficiency and effectiveness in user acquisition, with companies increasingly adopting automated and intelligent systems for campaign management [15]