「TGS观察」好产品叠加好口碑 Century Games“长线投资”海外市场

Core Insights - The 2025 Tokyo Game Show (TGS2025) showcased Century Games' efforts, highlighting their two SLG titles, "Whiteout Survival" and "Kingshot," which gained significant attention in the global market [1][11]. Market Overview - Japan's gaming market, while smaller than the US and China, is highly valuable, with a projected mobile game market revenue of $11 billion in 2025, ranking second globally [2][6]. - The average revenue per user (ARPU) in Japan is 1.8 times higher than in Europe and the US, indicating a strong willingness to pay among Japanese gamers [2]. Competitive Landscape - Japanese gaming market is dominated by local companies, with domestic IPs holding 63% market share, making it challenging for foreign products to penetrate the top rankings [7][11]. Century Games' Strategy - Century Games has successfully entered the Japanese market with "Whiteout Survival" consistently ranking in the top 20 free and top 10 grossing games [11][12]. - The company established a local team in Japan since 2019 to enhance community engagement and user feedback, moving beyond mere product exportation [13][18]. Marketing and Localization Efforts - The marketing strategy for "Whiteout Survival" included collaborations with local events and cultural elements, significantly boosting brand recognition [14][16]. - Century Games employed a comprehensive marketing approach, utilizing both online and offline channels to reach players effectively [16][18]. Future Outlook - With the ongoing demand for SLG games in Japan and the company's accumulated user data and brand reputation, Century Games is poised to expand its market share [25]. - The methodologies developed in Japan are expected to be replicable in other international markets, enhancing long-term growth potential [25][26].