More Chinese gaming companies going global

An increasing number of Chinese gaming developers are targeting overseas markets for growth this year, as they are dedicated to developing high-quality games to attract global users, according to AppsFlyer, an Israeli mobile marketing analytics company.

Wang Wei, general manager of AppsFlyer Greater China, said gaming enterprises are among the first batch of Chinese companies to explore overseas markets, and the trend of going global has intensified in recent years.

"Currently, it is a golden age for Chinese gaming companies to go global, given the rapid growth of the global gaming market," Wang said.

According to him, over half of AppsFlyer's customers in China are gaming companies eager to grow globally, and they are devoting heavy resources to marketing their games abroad.

AppsFlyer recently unveiled a new report analyzing the state of gaming app marketing in 2022 to showcase how gaming app marketing varies in different countries and how Chinese gaming companies can adjust their marketing strategies accordingly.

"In the past year, many Chinese game advertisers want to crack the Japanese market, which is mature and features high-value users," Wang said, adding the company's report shows Japan's gamers are very loyal, and its seven-day retention rate of gamers is above 10 percent across all gaming sub-categories and platforms.

Chinese gaming companies are also paying attention to Latin America, especially Brazil and Mexico. "Last year, the gaming Chinese advertisers who expanded in Latin America showed an obvious growth trend. This year, I believe more Chinese gaming companies will target Latin America for growth," Wang added.