36氪专访｜Appier 资深副总涂正廷：出海营销和买量成本稳步上涨，游戏公司越来越注重ROI

Core Insights - Chinese gaming companies have established a significant presence in the global mobile gaming market, with 32 companies generating $2.04 billion, accounting for 35.1% of the total revenue of the top 100 mobile game publishers worldwide [1] - The overseas sales revenue of self-developed Chinese games has surged from $3.1 billion to $18.6 billion over the past decade, with overseas revenue now constituting over 30% of total income [1] - Appier, an AI-driven SaaS company, provides advertising and marketing automation solutions to assist Chinese gaming companies in expanding into international markets [2][4] Industry Trends - The trend of Chinese gaming companies going overseas is seen as an opportunity for both established giants and innovative studios, despite the challenges of cultural and market differences [1] - Appier's services include user acquisition, user re-engagement, and personalized marketing automation across various channels, significantly enhancing the marketing capabilities of Chinese gaming companies [8][12] - The focus on testing smaller markets before entering larger ones has become a common strategy, allowing companies to optimize their marketing strategies based on user behavior and retention rates [14][15] Market Dynamics - The U.S. remains the top market for game applications, followed by China and Japan, with many Chinese companies now directly targeting the U.S. market due to successful case studies [12] - Different regions exhibit distinct gaming preferences and advertising material aesthetics, necessitating tailored marketing strategies for each market [13] - The average user acquisition cost has been increasing by 3% to 5% annually, prompting companies to be more cautious with their marketing budgets and strategies [16] Appier's Role - Appier's AI technology enhances advertising effectiveness by identifying high-value users, optimal advertising contexts, and timing for ad exposure [20] - The company assists in localizing marketing efforts, particularly for Japanese and Korean gaming companies, while Chinese companies often establish local teams for direct market insights [18] - Appier's AI solutions have been successfully implemented globally, optimizing ad spend and improving return on ad spend (ROAS) for clients [19][21]