Last year was a great year for Chinese games on the global stage: As competition in the domestic game market became increasingly fierce, many manufacturers looked to overseas markets as a new source of growth. Games such as PUBG Mobile and Nations Makeover have been solid bestsellers in various countries, and new games such as Project Makeover have gone global. According to the China Game Industry Annual Report 2020, the overseas revenue of China's games reached 15.45 billion U.S. dollars in 2020, with a year-on-year growth of 33.25%, maintaining a relatively high growth rate.
With the growth of overseas markets, higher demands are also put forward for overseas developers. Experienced and powerful overseas manufacturers all choose refined local operation. How to quickly realize global operation deployment becomes the key to smooth sailing. Yesterday afternoon (March 30), Huawei AppTouch held a "Multi-distribution ecological win-win" cooperation exchange meeting in Chengdu, sharing their thoughts on the strategy of generating revenue overseas.
Global operation under a big problem: How to enter the unfamiliar market quickly?
"We are exploring new areas and want to explore the African market, but we don't know how to start yet."
"We have good data in Southeast Asia at this stage. Now we want to enter mature markets in Europe and the US, what do we do?"
Recently, the head of an overseas manufacturer asked if the game teahouse was familiar with the African market. During the exchange, we learned about the current pain point of this manufacturer: despite the high potential of the African market, the existing app store penetration is low and the user payment method is monotonous.
In fact, it is not only this manufacturer that cannot find an entry point in Africa, Latin America and other markets. Many overseas manufacturers who want to operate globally have the same problem. They want to be able to enter overseas markets in a more efficient way.
In the opinion of game teahouse,AppTouch service can provide a more suitable solution for troubled overseas manufacturers.
Cooperate with global operator Huawei AppTouch to help efficient distribution
During the event, the director of Product Department of HUAWEI Consumer Cloud Service 2B2C Application Market first introduced the latest development of HMS(HUAWEI Mobile Service, hereinafter referred to as HMS) ecology and AppGallery.
The director of Huawei Consumer Cloud Services 2B2C Application Market Product Department said that HMS ecosystem has become the third largest ecosystem in the world, providing full-scene, high-quality smart life experience for hundreds of millions of users around the world.
By the end of 2020, the global monthly active users of Huawei's application market under the HMS ecosystem had exceeded 530 million, and the annual distribution of applications exceeded 384.4 billion. At the same time, the number of registered developers worldwide exceeds 2.3 million, and the HMS ecosystem is developing rapidly worldwide.
As an important link in the HMS ecosystem, Huawei AppTouch integrates rich operator resources to help developers quickly enter the global market.
What is Huawei AppTouch
Huawei AppTouch integrates global mobile operators' billing and channel resources, focuses on the field of game and application distribution, and aims to help developers quickly launch, quickly access the global market and monetize.
According to the commercial director of Huawei Consumer Cloud Services China Business development Department, AppTouch has covered more than 40 countries and regions in Asia Pacific, the Middle East, Africa, Latin America and Europe, with more than 60 cooperative operators, and has put on more than 50,000 apps.
AppTouch can now be distributed to a full range of Android devices, reaching more users around the world and providing a broader distribution channel.
What are the advantages of Huawei AppTouch
· Easy Distribution: Once registered as an HMS developer, partners can distribute on both AppGallery and AppTouch via AppGallery Connect "One point upload".
· Abundant exposure opportunities: AppTouch provides promotion resources through operator channels, including business hall network promotion, stream-free download and SMS marketing, as well as platform client promotion resources such as Banner, recommendation and splash screen. In addition,AppTouch will combine content quality and product features to bring more exposure to quality products through offline exhibitions, PR, social media and other channels.
· Diversified monetisation means: support in-app purchase payment, paid download, advertising monetisation, membership subscription and other means. For ordinary users, developers can obtain advertising and single purchase income; On top of that, for members, developers can make money from subscriptions.
· Precise localization service: AppTouch has established five operation centers in Europe, Russia, Latin America, Central and East Africa, and Asia Pacific. Local employees account for more than 50% of the 200-plus team. With a deep understanding of the local market,AppTouch provides more precise localized services for partners, and better solves the problems of partners who are not familiar with the local market and the difficulties of overseas market promotion.
· Global settlement service: For the problems of slow and difficult payment collection that manufacturers often encounter when they go abroad,AppTouch provides global settlement service, one-stop technical and business support, perfect data analysis ability, support for multi-exchange rate settlement in up to 220 countries/regions, 24-hour docking service.
Huawei AppTouch product features
AppTouch currently supports both member and game co-op modes. Among them, member Intermodal provides a stable source of income for developers through a periodic subscription model; Gaming Intermodal increases conversion rates by supporting premium content.
The senior operation manager of 2B2C Application Market Product Department of Huawei Consumer Cloud Service introduced the member intermodal mode. He revealed that AppTouch has more than 400 content shipped by its members, serves more than 20 million members and has reached more than 200 million users so far.
AppTouch will continue to promote intermodal content within the client and through external channels, including setting up VIP content area within the client to enhance the exposure of member content, and promoting through non-terminal channels such as Facebook and local KOL to increase members' subscribers, so as to help content partners obtain long-term and stable income.
Take the flying board game Ludo Mela for example. Under the careful planning of the AppTouch Asia Pacific operation team, the game has achieved an impressive increase of 110% in the number of new users and 70% in the game revenue during the activity through the interaction of online and offline activities and multi-channel promotion activities. This shows that Huawei AppTouch membership subscription model has a large revenue space, helping developers to achieve both new users and revenue growth.
In line with the core concept of "multiple distribution, ecological win-win", Huawei AppTouch continues to seek more high-quality content, giving priority to high-quality content in event planning and promotion resources, and facilitating multi-channel promotion of content through diversification and realization of ecological win-win.
