Chinese companies make inroads into the US mobile games market
Chinese companies are doing “remarkably well” in the North American mobile games market, which is growing steadily and is a good place for local developers to expand internationally.
According to a report by Nasdaq-listed Trade Desk and researcher NielsenIQ, 12 Chinese mobile games are among the top 50 highest-earning mobile games in the United States.
The U.S. mobile games market is expected to reach $22.8 billion in 2022, representing an increase of nearly 50% from 2019. According to the report, “heavy” gamers in the U.S. spend eight hours or more per week on mobile games, and many play while watching TV.
In the first half of 2022, spending on mobile games in international markets increased by 27% compared to the same period in 2019. A report from Google and Ipsos claimed that gamers spent an average of 5.3 hours per week on mobile games. mobile games since the pandemic.
Shanghai-based developer MiHoyo has around 7 million Twitter followers for its popular title Genshin Impact. In addition to the mobile version, the game is now available on the personal computer and PlayStation consoles.
Google’s report indicates that about 71% of US mobile gamers are willing to buy console versions of the games they play for better picture and synchronization experiences.
“The popularity of Chinese mobile games entering the North American market is increasing. They deliver outstanding performance,” said Ashely Wu, Business Development Manager of The Trade Desk China.
Wu added that companies still need multi-channel branding and high-quality media to promote themselves rather than traditional “traffic buying.”
It is a natural choice for domestic companies to expand overseas. China’s mobile game market revenue grew 7.6% in 2021, compared to 32.6% growth in 2020.
Companies such as Amazon, Google and Trade Desk are providing technology tools to help them accelerate their expansion, including digital marketing, smart distribution and cloud services, industry officials said.
On Tuesday, Amazon announced three new features for the gaming industry on AWS, the world’s first public cloud service.
Features allow developers to generate visual effects, animations and interactive content in the cloud to improve development efficiency and add new features without stopping the game, keeping players engaged and extending the lifecycle of the game. game, Amazon said.