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How Foreign Games can Localize in China
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How Foreign Games can Localize in China
1.
海外游戏如何本土化运营 乐逗游戏 联合创始人兼总裁 高炼惇(Jeff Lyndon
)
2.
联合创始人兼总裁高炼惇 (Jeff Lyndon)
有超过10年游戏开发及发行的经验。2002年成功开发、发行第一 款游戏《魔剑》,这款游戏是首批全球性的全3D制作网络游戏。 2009年荣获欧美著名游戏杂志《DEVELOP》评选出的“全球最杰 出青年开发者大奖” (30岁以下),这也是第一位获此殊荣的华人。 凤凰卫视、苹果(香港)邀请的特约嘉宾,TEDx及香港多家大学的 受聘讲师。
3.
中国移动游戏市场规模(人民币亿元) 快速发展的中国移动游戏市场规模预计将在2015年超过美国 资料来源:易观国际、 中国手游现状 TalkingData
4.
游戏市场繁荣的原因 移动设备增长 消费水平提高人口数量庞大 潜在的娱乐需求 中国手游现状
5.
中国移动游戏生态链第一部分
6.
开发商 发行商 渠道 核心玩法 基础体验 技术架构 商业价值 商务合作 产品运营 市场营销 平台支持 高活跃 强社交 多场景 精品体验
7.
手游开发者持续增加,年末对比年初增长83.6% TalkingData 手游开发商为整个产业提供内容基础,是整个产业链的内容源头。 Part 1.1 开发商
8.
选择寻找 优化 最适合产品 高效的支付渠道高质量渠道
用户体验 挖掘 发行商作为手游产品推广、营销、运营的核心参与者,其价值和地位正越来越受到研发商、 渠道商的重视。 Part 1.2 发行商
9.
渠道是最有效的获取潜在用户的方式, 最佳渠道是让产品利益最大化的方式 游戏 玩家 渠道 腾讯应用商店,奇虎、91无线、UCWeb,联想、华为、中 兴和苏宁等设备制造商和零售商等 01 02 移动运营商和移动广告代理公司等 03 主要的第三方支付服务提供商,例如支付宝、微 信支付、中国银联和易宝支付等 渠道是游戏产品向玩家转移过程的具体通道路径 Part
1.3 渠道
10.
60%的手游用户聚集在三线城市,将成为未来手机游戏很大的利好市场,是一个蓝海市场。 Part 1.4 用户 TalkingData
11.
手游玩家整体活跃度与游戏深度增加,付费意愿增强 苹果游戏是2014年移动游戏市场销售收入的主导,但由于安卓游戏拥有广大的用户群体,因此 安卓游戏市场销售收入还有巨大开拓前景,安卓游戏的销售收入在未来有可能超过苹果游戏。 Part 1.4 用户 TalkingData
12.
海外游戏如何本土化运营第二部分
13.
海外开发商进入中国市场要面临多种挑战 管理部门的障碍 复杂的文件申请 批准手续 符合中国的文化环境 海外游戏要符合中国玩家口味 语言文化 文化认知
操作习惯 付费体验 玩法引入 交互设计 系统节奏 Part 2 海外游戏如何本土化运营
14.
然而在产品引进的过程中,水土不服是海外产品不得不面对的弊端…… 海外 中国 玩家 白种人、丧尸、魔幻题材 黄种人、僵尸、仙侠题材 海外 中国 国外主动 国内较为被动,说明式玩法 玩家 本地化重要一环 Part 2 海外游戏如何本土化运营
15.
在《神庙逃亡2》中植入柳岩、叶问, 李小龙等具有中国特色的角色形象, 并取得成功 1、汉化不等于翻译,需要游戏真正“中国化” Part 2 海外游戏如何本土化运营 《地铁跑酷》中 中国传统节日文化渗透
16.
2、海外游戏精细化运营 Part 2 海外游戏如何本土化运营 2015年,简单的游戏交互不一定能满足玩家的需求,玩家会向中度甚至重度的产品迁移。
17.
与游戏开发商建立强大且可靠的合作关系 在中国建立广 泛的合作关系 获得游戏开发 商的信赖 加强对内容的把控,有 效降低开发失败与率 灵活地进行游戏 改进和优化 Part 2 海外游戏如何本土化运营 3、获取游戏源代码
18.
Part 2 海外游戏如何本土化运营 4、创造性 Made
in China Designed for China 产品本地化是对用户需求的完善,也是对用户体验的改进,本质目标不变,做一个有想法的发行商,这很重要! × 水果师傅 √ 水果忍者 《全民切水果》 《水果忍者》AR版
19.
jeff.lyndon@idreamsky.com
Notes de l'éditeur
Best Practices in localization of foreign games in China
Jeff Lyndon, Founder, iDreamSky
Size of the Chinese Mobile Game Market (100 million RMBs) 2014 Stats Developers – Increase by 84% Players – Increase by 236%Income – Increase by 162%
Reasons for growing market Increase in Population Increase in devices Increase in disposable income Demand for entertainment
Developers + Publishers + Channels
Increase in the number of developers (ten thousands)
Discovering product Looking for channels Choosing payment solution Increasing user experience
Channels are extremely important in China
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