In the previous APP Annie ranking of Chinese manufacturers' overseas income, FunPlus, Lilith,IGGSuch as long-term stability in the top 10, what these manufacturers have in common is to be good at doing global SLG games. Since 2021, another name has been added to this list, that is, one of the "veterans" who went to sea.Panax notoginseng entertain each otherWith the worldwide highlight performance of "Puzzles & Survival", Panax Notoginseng Mutual Entertainment has ranked ninth among Chinese manufacturers in terms of overseas revenue for two months in a row.
As of press time, the monthly flow of "Puzzles & Survival" around the world has exceeded 100 million, and its revenue has shown a trend of steady increase. What did Panax Notoginseng do right to make this "different" SLG game in the United States, Japan and other T1 markets into the forefront of the best-selling list? Let's find out today.
Behind the three elimination games is the SLG with 4X as the core.
Similar to the traditional Sanxiao game, "Puzzles & Survival" requires players to use elimination to fight, and to achieve the specified goal, they will be able to pass the checkpoint. On this basis, heroic skills, attributes and other games are added to the battle, so as to improve the strategy. In terms of subject matter, "Puzzles & Survival" chose the doomsday theme that is popular in Europe and the United States but not common in Sanxiao games. This innovative setting has also become the "key" that the game can quickly open the European and American markets.
On the surface, "Puzzles & Survival" is the main theme of "Sanxiao play + doomsday theme", but after in-depth research, we will find that behind Sanxiao, it is actually a mature SLG game. In addition to regular combat, players need to open up new areas, build and upgrade related facilities, and produce materials to strengthen armies, heroes, weapons, and so on.
Thus it can be seen that the common 4X games in SLG, that is, exploring (Explore), expanding (Expand), developing (Exploit), and conquering (Exterminate), are the core games of "Puzzles & Survival".
On the payment point, "Puzzles & Survival" also follows the design of SLG rather than leisure Sanxiao. In the Sanxiao game, most of the payment points are designed on the bureau's props and physical strength purchases, while the payment points of "Puzzles & Survival" focus on the collection and training of heroes, urban construction resources, accelerated props and other nurturance content, which also confirms the attributes of its SLG.
Taking measures in accordance with local conditions shows remarkable effect, breaking the shackles of region and subject matter.
In the American market, "SLG", "Sanxie" and "doomsday" are all hot types and themes, and it is not easy for a new game to stand out in any segment.
Around the world, the distribution strategy of Panax notoginseng mutual entertainment is to "adjust measures to local conditions". In view of the American players' love for the doomsday theme, they put more emphasis on the elements such as "doomsday", "survival" and "ruins" in the advertising material. The elements in the material have great visual impact, which can also make players feel the excitement and urgency of the game more intuitively, thus enhancing their willingness to download the game.
In addition, most of the advertising materials will highlight the "three elimination" elements in the game, so as to hit more pan-user groups.
If in the European and American markets, the doomsday theme can bring a lot of bonus to the game at the promotion level, then in the Japanese market, "Puzzles & Survival" appears a bit "different" in a bunch of two-dimensional theme games. Therefore, on the basis of keeping basically in line with the main direction of Europe and the United States, Panax Notoginseng Mutual Entertainment has differentiated and localized the scenes and models in the Japanese promotion materials, such as the Japanese version of the materials will appear the exclusive hero "know the world", Japanese local festivals and scenes, such as "Cherry Blossom Festival", "Japanese Hot Springs", "Japanese streets" and so on.
In a number of markets, Panax Notoginseng Mutual Entertainment has invited the local well-known KOL to produce game commentary videos to increase the game's attention. The distribution mode of adapting measures to local conditions also makes "Puzzles & Survival" show similar competitiveness in different markets. It is understood that the future Panax notoginseng mutual entertainment also plans to invite creative KOL, spokesmen and other ways, with the existing materials to make differentiation, play a good "combination punch".
It is worth mentioning that Panax notoginseng mutual entertainment in the game content localization efforts, for different regions, the game will not be used "special" elements and play. For example, in Japan, Panax Notoginseng Mutual Entertainment has customized its own Japanese female image for the game AI, and adopted a large number of gentle elements in the design of the main city, so that the game content and marketing materials form a joint force.
The main city with gentle wind design in the Japanese version
As we all know, SLG is a type of game that extremely tests the long-term operation ability of manufacturers. In "Puzzles & Survival", the outside world also saw the operation ability of Panax notoginseng mutual entertainment in SLG games. In the six months since its launch, "Puzzles & Survival" in the United States has been updated 12 versions, almost half a month to update the frequency, and each update is accompanied by new games and activities online.
In the mainstream festivals valued by European and American players, such as Christmas, Easter, Valentine's Day, and even the Chinese Spring Festival, Panax notoginseng mutual entertainment has launched special activities in the game, further enriching the content of the game.
Since March, Puzzles & Survival has steadily risen to the top of the App Store and Google Play bestsellers and strategy games bestsellers in the United States, and has seen a significant increase in revenue in the Japanese market. Some industry insiders said that "Puzzles & Survival" is still in the explosive period, according to the characteristics of SLG, the revenue of the game will remain high for a period of time in the future.
Through the release of SLG games, the globalization of Panax notoginseng mutual entertainment has reached a new level.
According to the financial report, the overseas market revenue of Sanqi Mutual Entertainment in the first half of 2020 was 969 million yuan, an increase of more than 90 percent over the same period last year, and the proportion of revenue rose to 12.13 percent. In the first quarter of this year, the company's overseas market revenue is expected to grow between 120% and 150% compared with the same period last year, and is expected to grow between 40% and 60% month-on-month. The overall overseas monthly flow is expected to exceed 500 million yuan.
"diversification + Globalization" is the major direction of Panax Notoginseng Mutual Entertainment in recent years. From the game types, themes, release regions and achievements of "Puzzles & Survival", this strategy has been gradually verified by the market, and it has also proved that Panax Notoginseng Mutual Entertainment has the ability to release SLG games in various regions of the world. Nibbling off the "hard bone" of SLG is also the main reason for the rapid growth of overseas revenue of Panax Notoginseng Mutual Entertainment.
From China, Taiwan, Hong Kong and Macao, Southeast Asia, to Europe, the United States, Japan and South Korea, from MMORPG, ARPG to SLG, the ability and scope of mutual entertainment to go out to sea is constantly spreading outward and deeply, thanks to the joint efforts of product power, distribution power and big data's numeracy. In addition to self-developed products, Panax Notoginseng Mutual Entertainment is deeply bound to more high-quality CP through investment layout, while big data's system "Quantum-Tianji" is also playing a more and more important role in the process of overseas distribution.
It is understood that among the more than 50 reserve products, there will be a number of global-oriented SLG games. I believe that with the help of these games, Panax notoginseng mutual entertainment can maintain a rising trend and become a bellwether in the wave of globalization of Chinese games.