The report on China’s game industry from January to June 2020 (hereinafter referred to as the report) released by the game publishing Working Committee of China audio video and Digital Publishing Association and China Game Industry Research Institute shows that in the first half of 2020, the actual sales revenue of China’s independent R & D games in overseas markets reached 7.589 billion US dollars (about 53.362 billion yuan), a year-on-year increase 36.32%, higher than the growth rate of 22.34% in the domestic market of self-developed games. < / P > < p > although at first some Chinese publishers were hindered by domestic game licensing – all new games could not be commercialized in China since the first half of 2018 – they had to move to overseas markets, but the huge potential of overseas markets also made many game companies firm their determination to go abroad. < / P > < p > “there was no concept of going to sea more than ten years ago, and it is difficult for others to accept it. Now great changes have taken place.” Regarding the overseas business development of his company, Zhong Yingwu, the co-founder and CEO of funplus, recalled. < / P > < p > compared with Tencent and Netease, the overseas performance of funplus has attracted much attention. Since its establishment ten years ago, it has focused on the distribution of games to European and American markets. Strategic games such as the king of Avalon and the era of muskets are quite competitive in overseas markets, and have become the representatives of Chinese Games successfully going to sea. < / P > < p > in fact, funplus and other giants have the same reason to deliver brilliant financial reports as Tencent and NetEase. Dai bin, head of APP Annie Greater China, observed that during the outbreak, people were more dependent on mobile devices than ever before, as was the case all over the world. By the end of the second quarter, the length of mobile applications used in the world had increased by 40% year-on-year, with April reaching an all-time high of more than 200 billion hours. More time spent on apps means more opportunities to pay for apps. Global user spending on games and non games hit a record high in the second quarter, reaching $27 billion, up more than 20% year-on-year. However, compared with emerging markets, users in mature markets have a higher appreciation of the game, and there are also many strong competitors in the local market. How to win a place in them for Chinese manufacturers also takes a lot of brains. < p > < p > take Mattel 163, a joint venture between Netease and Mattel, as an example. Its unique feature is that Mattel 163 is based on the IP of well-known toys owned by Mattel, such as uno brand, Barbie doll, etc., and then attracts players in digital form and becomes a unique representative of overseas enterprises. < / P > < p > “the mission of our team is to restore these classic original brands to mobile games and digital entertainment.” Huang Yi, CEO of Mattel 163, told interface news, “in addition to embodying the most classic playing methods, for example, uno is a board game, we need to design innovative playing methods in it, so that players can have a more in-depth experience and extend the player’s cycle on the digital platform. At the same time, we also need to provide these entertainment on various platforms. ” < p > < p > according to the above-mentioned “report”, China’s game market is mainly concentrated in the United States, Japan and South Korea, with the U.S. market accounting for 28.23%, Japan’s market accounting for 23.26%, and South Korea’s market accounting for 9.97%. These three countries are the main target markets for Chinese game enterprises to go abroad, accounting for 61.46% in total. Strategy, shooting and role-playing games are the most popular games. < p > < p > Deng Hui, vice president of the game industry of Google’s China key account department, mentioned that the excellent performance of China Sea game company in key markets is inseparable from the breakthrough of game categories. Before that, Chinese manufacturers kept micro innovation in the type of strategy games to win more market share. In recent years, in some emerging game types, such as the big escape game, the products of Chinese manufacturers have remained at the top of the game market in the United States and Japan, both in terms of dau and revenue. < / P > < p > Google has played an important role in promoting Chinese brands to the sea. Of course, the most important thing is that Google’s advertising products bring direct traffic to the brand side. At the same time, mobile games will be distributed by Google play, and brands will upload videos on YouTube. Google will also provide translation, payment channels, customer service outsourcing, Google maps and cloud services for game companies. < / P > < p > however, the game still needs to face some challenges at present. “To be a global market, the needs of users are very different. For example, in Germany, star endorsements don’t work because they don’t follow the crowd and have their own ideas. ” Zhong Yingwu pointed out. Huang Yi takes uno, the first overseas game released by her, as an example to illustrate, “there was a very big test in the original design. After the launch, the biggest challenge is how to do a good job in the operation of global services. Unlike some games with different operations and different game experiences in different regions, global players play the same product. ” She observed that there are significant differences in both external brand linkage and game habits of users in different regions, which requires the company to make great efforts in localization of game operation.