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《不和谐的遗产-狂怒之翼》在俄罗斯取得巨大成功,几度蝉联排行榜前十名|出海俄罗斯游戏岛群第31期

2020-02-28 23:39:56

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在国外销售游戏时,有很多因素可能会导致游戏缺乏成功,尤其是在尝试在更西方化的市场(例如俄罗斯)中复制东方冠军的成功时。

 

ARPG(动作RPG)这样的类型并不像策略游戏那样受欢迎,后者通常在该国收入最高的游戏中占主导地位。

 

但是对于GTarcade的游戏《不和谐的遗产-狂怒之翼》,情况则完全不同:该游戏在俄罗斯取得了巨大成功,并经常位列前十名,在上周排在前三名,高于《战争游戏》等战略类游戏根据App Annie的说法,还有《国王冲突》。

 

这款游戏的名称是ARPG,提供各种地牢,PVP竞技场和行会战争,并具有流畅直观的控件。

 

Rebound Mobile有机会采访了Youzu Interactive副总裁兼GTarcade负责人刘万勤,他与我们分享了他们成功的经验和在不和谐的传承:俄罗斯市场上的愤怒之翼方面的经验。

 

GTarcadeYouzu Interactive的全球发行平台,后者是免费在线游戏的开发商和发行商。我们发现了一些有关俄罗斯市场的有趣见解,以及这位中国游戏开发商如何成功凭借ARPG头衔成功跻身前十名。

 

Rebound Mobile:您为什么决定在俄罗斯推广您的游戏?这个市场对您有什么吸引力?较低的CPI,新兴市场和较低的饱和度等?

 

Youzu副总裁Wanqin Lium:俄罗斯已成为世界主要游戏市场之一。俄罗斯有7200万玩家。根据Newzoo的数据,2016年俄罗斯游戏市场贡献了14亿美元的收入。较低的CPI和较低的市场饱和度也是非常重要的原因。

 

冰河战役,血战,PVP战斗和GVG战斗等多种游戏模式非常适合俄罗斯玩家(图片来源:GTarcade

当我们决定在新市场中推广一款游戏时,我们需要确定该游戏是否符合目标市场的特点。

 

至于《不和谐的遗产:狂暴之翼》,该游戏提供了多种游戏模式,包括冰上战斗,鲜血战斗,宝藏战斗,PVP战斗和GVG战斗,非常适合俄罗斯玩家。

 

达到特定级别时,玩家可以解锁新副本,并在大规模的联盟战斗中与50多个同志并肩作战。

 

您认为俄罗斯市场的主要挑战或特点是什么?

 

在俄罗斯市场,Android平台占据了很高的用户比例,因此如何获得android播放器是我们的主要重点之一。通常,俄罗斯玩家喜欢与“ ABC”相关的游戏:动作,战斗和竞争。这些游戏更容易获得俄罗斯玩家的喜欢。

 

动作,战斗和竞赛游戏更容易获得俄罗斯玩家的喜欢(图片来源:GTarcade

用户喜欢SLG(战略游戏)和ARPG(动作角色扮演游戏)。俄罗斯市场上的热门游戏包括Clash RoyaleVikings,战争游戏,Lordacy of Discord等。策略和角色扮演游戏几乎占据了60%的市场份额。

 

顶级游戏和发行商非常稳定,顶级收入没有太大变化。这给新发布者带来了更多挑战,他们必须在早期花费大量时间和精力。

 

在俄罗斯推广不和谐遗产时,您使用什么渠道?俄罗斯与国外广告网络之间的用户比例是多少?俄罗斯有多少广告网络吸引流量?

 

在俄罗斯,我们使用VKYandexGoogleYouTubeFacebookTwitter和其他广告渠道,总共超过400个。与其他西方国家不同,Facebook不是俄罗斯最受欢迎的社交媒体。

 

俄罗斯的游戏流量大部分来自本地社交媒体,例如VkontakteVK)和Odnoklassniki

 

您如何评价俄罗斯玩家在不和谐遗产中的获利行为?与西方市场相比,还是俄罗斯在游戏中收支平衡需要更长的时间?

 

由于他们受到汇率的影响,俄罗斯玩家在应用内购买上的支出减少了,这大约是美国玩家支付的四分之一,而欧洲玩家的支付比例仅为三分之一。但是我们认为俄罗斯市场仍有较大发展空间。

 

Android上,俄罗斯排名前10位:《不和谐传奇》 w上周排名第三,高于《战争游戏》和《国王大战》。(图片来源:App Annie

与美国或英国等其他市场相比,俄罗斯收入的百分比是多少?

 

俄罗斯收入占6%。目前,美国仍然是我们游戏最重要的收入来源,占比高达30%。

 

在俄罗斯推广您的游戏时,本地化有多重要?您是否在本地化游戏之前进行了任何测试,还是从头开始本地化了游戏?

 

大约80%的俄罗斯人只会说俄语,因此,想要进入俄罗斯市场的发行商应先将其手机游戏翻译成俄语。

 

GTarcade选择了一家本地翻译公司与英语为母语的俄语翻译人员进行翻译工作。此外,开发人员团队已将其情节和艺术设计适应俄罗斯市场,以适应当地文化。

 

旧版Discord提供14种语言版本,例如英语,德语,法语,俄语和西班牙语(图片来源:GTarcade

在本地化过程中,GTarcade的内部专家将在每个交付阶段进行质量进度检查。

 

Youzu Interactive一直在努力将游戏本地化到不同的市场。当前,不和谐遗产14种语言版本,例如英语,德语,法语,俄语和西班牙语。

 

为营销活动制作广告素材时,您如何简要总结为中国市场和俄罗斯市场制作广告素材的区别?

 

关于营销计划,我们有不同的优先级。在俄罗斯,我们在制作广告素材时强调与战斗和行会相关的游戏功能。

 

我们希望保持大规模联盟之战作为对本地玩家的较高曝光率,我们的营销活动将通过定制材料不断展示这一点。

 

此外,我们需要找到当地的影响者进行合作。在中国市场,我们将更均匀地展示游戏的所有功能。

 

值得一提的是,我们渴望通过不同行业之间的合作来开展营销活动,从而为我们的玩家提供出色的用户体验。

 

在中国,Lordacy of Discord已与台湾最大的年糕和调味饮料制造商旺旺控股有限公司合作。在宣传我们的游戏时,我们一直在寻找与全球企业和机构合作的方式。

 

根据您的经验,是否值得进入俄罗斯市场,为什么会这样呢?

 

俄罗斯目前在全球游戏产业中处于高度优先地位。进入如此广阔的市场总是值得的。

 

正如我们之前所讨论的,有一些原因,例如CPI较低,以及俄罗斯是一个新兴且饱和程度较低的市场。但需要注意的是,这很大程度上取决于游戏的类型。

 

包含PVPGVG或类似这些游戏玩法的游戏将在俄罗斯拥有更多机会。

 

俄罗斯是一个非常特殊的市场,想要进入俄罗斯的发行商必须熟悉市场的偏好。



俄罗斯游戏主题活动分享报名

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The story of an ARPG success in Russia: GTarcade on Legacy of Discord: Furious Wings

When marketing a game in a foreign country, there are many factors that could cause a game’s lack of success, especially when trying to replicate the success of an Eastern title in a more “Westernised” market like Russia.

 

Genres like ARPG (Action RPG), are not as popular as strategy games, which usually dominate the top grossing in the country.

 

But for GTarcade’s game Legacy of Discord – Furious Wings, that’s a totally different case: the game has been a huge success in Russia and sits regularly in the top 10 Grossing, stationing at the top three last week, above strategy titles like Game of War and Clash of Kings, according to App Annie.

 

An ARPG, the title offers a wide range of dungeons, PVP arenas and guild wars, with smooth and intuitive controls.

 

Rebound Mobile had the opportunity to interview Wanqin Liu, Vice President of Youzu Interactive and Head of GTarcade, who shared with us the story behind their success and experience with Legacy of Discord: Furious Wings in the Russian market.

 

GTarcade is the global publishing platform of Youzu Interactive, a developer and publisher of free online games. We discovered some interesting insights of the Russian market and how this Chinese game developer managed to successfully break into the top 10 grossing charts with an ARPG title.

 

Rebound Mobile: Why did you decide to promote your game in Russia? What did appeal to you about this market? Lower CPI, emerging and less saturated market, etc?

 

Wanqin Lium, VP, Youzu: Russia has emerged as one of the world’s major game markets. There are 72 million Russia gamers. The Russian games market has contributed $1.4 billion in 2016, according to Newzoo. Also lower CPI and a less saturated market are very important reasons.

 

Multiple Gaming Modes such as Ice Battle, Blood Battle, PVP Combat and GVG Combat suit Russian players perfectly (Image Credit: GTarcade)

When we decide to promote one of our games in a new market, we need to find out whether the game matches the peculiarities of the target market.

 

As for the Legacy of Discord: Furious Wings, the game offers multiple gaming modes including Ice Battle, Blood Battle, Treasure Battle, PVP Combat and GVG Combat, which suit Russian players perfectly.

 

Players can unlock new copies when certain levels are reached and fight shoulder by shoulder with over 50 fellow comrades in massively alliances battle.

 

What do you think are the main challenges or peculiarities of the Russian market?

 

In the Russian market, Android platform takes a high percentage of users, so “how to get android players” is one of our main focuses. Generally, Russian players like games related to “ABC”: “action, battle, and competition.” These games are more easily to get the likes of Russian players.

 

Action, Battle, and Competition Games Are More Easily to Get the Likes Of Russian Players (Image Credit: GTarcade)

Users are fond of SLG (strategy games) and ARPG (action role-playing games). Popular games in the Russian market includes Clash Royale, Vikings, Game of War, Legacy of Discord, etc. Strategy and role-playing games account for almost 60% of the market share.

 

Top games and publishers are very stable, with no drastic changes in the top grossing. This creates more challenges for new publishers, who must spend plenty of time and energy in the early stage.

 

What channels did you use when marketing Legacy of Discord in Russia? What is the users’ ratio between Russian versus foreign ad networks? How many ad networks are there who drive traffic in Russia?

 

In Russia, we use VK, Yandex, Google, YouTube, Facebook, Twitter and other advertising channels, over 400 in total. Unlike other Western countries, Facebook is not the most popular social media in Russia.

 

Most of Russian game traffic comes from local social media such as Vkontakte (VK) and Odnoklassniki.

 

How do you evaluate the monetization behaviour of Russian players towards Legacy of Discord? Does it take longer to break even in Russia if compared to Western markets, or the US where the game generates most of the revenue?

 

As they are influenced by the exchange rate, Russian players spend less on in-app purchases, which is about a quarter of what United States players would pay and a third of the European players. But we believe the Russian market has room for a larger-scale development.

 

Top 10 grossing in Russia for Android: Legacy of Discord was sitting at the top three, above Game of War and Clash of Kings last week. (Image credit: App Annie)

What is the percentage of the Russian revenue compared to other markets like US or UK?

 

Russian revenue accounts for 6%. At the moment, the United States is still the most important source of revenue for our game, accounting for up to 30%.

 

How important was localisation when promoting your game in Russia? Did you do any test before localising the game or did you localise it from scratch?

 

About 80% of Russians speak only Russian, therefore the publishers who want to enter the Russian market should translate their mobile games into Russian first.

 

GTarcade chose a local translation company to perform the translation work, with English-speaking Russian translators. In addition, the developer team has adapted its plot and art design to the Russian market to suit the local cultures.

 

Legacy of Discord's offers 14 language versions such as English, German, French, Russian and Spanish (Image credit: GTarcade)

During the localisation process, GTarcade’s in-house experts will conduct quality progress checks throughout every delivery phase.

 

Youzu Interactive is always striving to localise the game in different markets. Currently, Legacy of Discord has 14 language versions such as English, German, French, Russian and Spanish.

 

When producing creatives for the marketing campaigns, how would you briefly summarise the differences when producing creatives for the Chinese market and the Russian market?

 

We have different priorities about marketing plans. In Russia, we emphasise game features related to battles and guilds when producing creatives.

 

We want to keep “massively alliances battles” as a relatively high exposure to the local players, and our marketing campaigns will continuously show this by customised materials.

 

Besides, we need to find local influencers to cooperate with. In the Chinese market, we will show all features of the game more evenly.

 

It’s worth mentioning that we are keen to create marketing campaigns through the cooperation between different industries, providing our players with a great user’s experience.

 

In China, Legacy of Discord has cooperated with Want Want Holdings Limited, the largest rice cake and flavoured drinks maker in Taiwan. We are always looking for ways to partner with enterprises and institutions around the world when advertising our game.

 

Given your experience, is it worth to enter the Russian market, and why is it so?

 

Russia is currently holding a high priority in the global games industry. It is always worth to enter in such a vast market.

 

As we have talked about previously, there are reasons such as lower CPI, and Russia as an emerging and less saturated market. But it’s important to note that it depends greatly on the type of games.

 

Games which include PVPs, GVGs or something similar to these gameplays will have more opportunities in Russia.

 

Russia is a very idiosyncratic market and publishers who want to enter it must be familiar with the market’s preferences.


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