To promote global international industrial cooperation, 2024 ChinaJoy BTOB is 'the right time to go overseas”!

Since the beginning of 2018, known as the "first year of overseas expansion," the trend of Chinese game companies going overseas on a large scale to participate in global competition has entered its sixth year. In the past six years, Chinese game companies and China’s self-developed game products have accomplished many feats in the global market. In Japan, which is known as the “isolated island market”, Chinese games have succeeded in succession over the past few years, almost seizing other markets. The top one-third of the local game best-selling list has become an important external force; in the North American market, which is the world's largest, business simulation, SLG and casual games from China have also shown considerable competitiveness and harvested massive amounts of money. Loved by overseas players; in addition, in emerging markets such as Brazil, the Middle East and Southeast Asia, there are also many Chinese game products that are leading the way; it is worth mentioning that a number of Chinese high-quality games have also emerged in the buyout market, and their overseas sales The proportion even exceeds that of mainland China.

Of course, while continuing to achieve outstanding results in the global market, Chinese games are also facing many challenges as they go global. Since the actual overseas revenue of China's self-developed game products reached a peak of US$18.013 billion in 2021, due to factors such as intensified global competition and the global economic cycle, China's overseas game revenue has experienced year-on-year declines for two consecutive years - it is obvious that , in the face of adversity, Chinese games going overseas still need to continue to improve in development technology, product quality, marketing promotion, policy compliance and other aspects. At the same time, they need to cooperate with each other and go overseas as a team to form a joint force to face the turbulent overseas situation together. The market, and the demands derived from this for business contacts, cooperation and communication among enterprises, are also becoming increasingly intense. Against the above background, as the most famous platform in the global digital entertainment field and with great influence on a global scale, the ChinaJoy exhibition has a history of more than 20 years, especially the annual ChinaJoy BTOB Business Negotiation Hall. , have always played an important role in promoting various business contact scenarios such as corporate brand display, product transactions, technology promotion, investment and financing.

The road to globalization of Chinese games, ChinaJoy will accompany you all the way

Looking back at the past history, from the birth of the ChinaJoy exhibition Since then, it has had a considerable degree of international atmosphere. At the first ChinaJoy in early 2004, there were companies such as Sony, which arrived with its new console PS2, and Nokia, which debuted with its N-gage gaming phone. First, it was the flagship console device that led the entire home game console industry at the time; They were mobile gaming devices launched for young users by the giants that dominated the mobile phone market in the early 20th century. At that time, they almost represented the forefront of the global gaming industry. The second ChinaJoy held in the same year has successfully attracted the participation of top foreign game companies including Sony, Ubisoft, Blizzard, and EA. Overseas games represented by "World of Warcraft" settled in that year, bringing domestic players More choices have also brought about drastic changes in the competitive landscape and ecology of the domestic game industry.

In the past ten years since the rise of mobile games, the overseas game industry has become more closely communicated with the Chinese game industry through participating in ChinaJoy. Many well-known game industry experts have also successively appeared at ChinaJoy, including "The Witcher 3" mentor Marcin Iwinski, "Temple Run" producer Keith Shepherd, Supercell game producer Timur Haussila, classic JRPG creators Nobuo Uematsu and Mitsuda Yasunori, "Father of Castlevania" Koji Igarashi, KONAMI game musician Akira Yamaoka, well-known SEGA producer Yasuhiro Nishiyama, "GT Racing" series founder Kazunori Yamauchi, Xbox head Phil Spencer, "Minecraft" creator Jens Bergensten, etc.

However, as the globalization trend of Chinese games continues to deepen, and Chinese games are advancing rapidly in various overseas markets, everyone has begun to focus more on promoting related cooperation at the commercial level - This is of course due to the rapid development of Chinese game companies and products. Global markets are increasingly becoming an important force. Looking back on 2012, the overall revenue of Chinese games in overseas markets was only US$570 million. Just six years later, overseas revenue from China’s self-developed games has soared to US$9.59 billion. In the past 2023, the actual sales revenue of Chinese games overseas was US$16.366 billion. Although it has declined from the peak in 2021, in the past ten years, China's game overseas revenue has indeed soared nearly 30 times. In this process, ChinaJoy exhibition’s companionship and important support are naturally indispensable.

As the trend of Chinese games overseas is in full swing, the 2023 ChinaJoy exhibition will also usher in unprecedented grand events. According to official information, the ChinaJoy BTOB exhibition area alone has attracted more than 300 companies from around the world to participate, including nearly 100 foreign-funded companies, accounting for 35% of the total. 2023 coincides with the 20th anniversary of ChinaJoy. The organizer specifically targets international companies with business needs in the BTOB exhibition area to participate in the exhibition, assists in organizing and inviting overseas trade visitors to visit the exhibition, negotiate cooperation, and promote international industrial exchanges and cooperation. It is worth mentioning that when walking through the ChinaJoy BTOB exhibition area in 2023, you can see many foreign exhibitors and visitors, which also confirms that ChinaJoy plays an increasingly important role in the globalization of Chinese games.

Highlights frequently, 2024 ChinaJoy BTOB Business Negotiation Center sets sail

As we all know, ChinaJoy is not only a good opportunity for ordinary players to get close to game manufacturers and game brands, but also the best platform to promote exchanges, learning, and business negotiations among industry practitioners. In the 2024 ChinaJoy BTOB Business Negotiation Hall, in addition to the traditional business contact and docking functions, the organizers of this ChinaJoy will also organize and plan professional sharing activities on game products and technologies in the BTOB Business Negotiation Hall, and increase the invitation of Chinese and foreign professional audiences. , to further enhance the commercial atmosphere of the BTOB exhibition hall. As shown in the picture below, the 2024 ChinaJoy BTOB Business Negotiation Hall will plan an exclusive area with large screens and seats so that exhibitors with corresponding demands can carry out technology sharing and theme days and other activities; at the same time, in order to better promote exhibitors and For communication with potential customers, this ChinaJoy BTOB also set up a business negotiation rest area.

It is also worth noting that at this ChinaJoy, the organizers will also strengthen the global game copyright cooperation in the BTOB Business Negotiation Hall, which is quite relevant to the actual problems faced by the current globalization of Chinese games - According to DataEye The data provided shows that the average monthly number of materials being invested in global mobile games in 2023 will exceed 1.5 million, a year-on-year increase of 65%. Behind the surge in investment volume is more intense global competition in games and rising purchase costs. To some extent On the other hand, it also heralds the mid- to long-term purchasing difficulties of many game products.

In this regard, strong IP support may be one of the important factors that influence whether overseas games can escape this predicament. Judging from data feedback from the domestic market, the "2023 Mobile Game Industry IP Development Report" shows that as of September 2023, the actual sales revenue of the mobile game IP market was 132.206 billion yuan, accounting for 77.7% of my country's overall mobile game market. Among them, original IP accounts for 42.69%, imported authorized IP accounts for 28.18%, and cross-field IP accounts for 6.83%. Especially in terms of authorized IP, the actual sales revenue of the imported authorized IP mobile game market was 47.95 billion yuan, accounting for 28.18% of the overall mobile game IP market. Among the imported authorized IPs, a total of 21 products entered the TOP100 list. Coincidentally, what has been observed in the past two years is that among Chinese game products participating in global competition, there are more and more successful products with IPs that have influence in overseas markets, such as the Marvel IP card game previously released by Zhao Xi Guangnian. "Marvel Snap", and later "Dragonheir: Silent Gods" based on the "Dungeons and Dragons" IP, Gaotu Games' "Dungeon Hunter 6" licensed by Gameloft, and of course Wanda Cinema Games' "Saint Seiya: Legend of Justice", which has been successful in various places, even counterattacked the Japanese market, which is the source of IP.

In addition, the "2023 Japan Mobile Game Market IP Linkage Trend Insight Report" from Sensor Tower shows that IP has a strong gain effect on mobile game products. For example, "Cats" has insisted on IP linkage for many years. "Big War", from 2015 to 2023, its number of active users has steadily increased based on IP linkage, and its scale is second only to products such as "Monster Strike". It is also worth noting that based on the excellent performance of NetEase's "Knives Out" and "Identity V" in the Japanese market, it can be found that IP linkage can promote the localization of overseas game products in overseas markets, and can also significantly increase in-app purchase revenue.

Under this trend, ChinaJoy has accurately grasped the pulse of the industry and provided global game copyright cooperation at the 2024 ChinaJoy BTOB Business Negotiation Hall Related content, by cooperating with international industry associations and inviting overseas game companies to organize groups to participate in the exhibition, has further strengthened the business function of the BTOB exhibition hall and greatly promoted cooperation and exchanges in the international industry. It can be said to be worthy of attention in this ChinaJoy New highlights.

A gathering of talents, overseas manufacturers’ participation in the exhibition is unprecedented

Based on ChinaJoy’s more than 20 years of history and its strong vitality to actively change in response to industry changes, the 2024 ChinaJoy BTOB Business Negotiation Hall has received enthusiastic registration from a large number of global manufacturers since the launch of the investment promotion. . Up to now, there are Digital Turbine, Moloco, Coda Payments, Adjust, GatherOne, Liftoff, FlyMobi, IGG, Application Radar, Omega Media, Collectcent, NOVA, Lingjiang Technology, LinkMe &SmileOne, MTC GAME, Remerge, Ads Flow (Singapore) , Exmarketplace, Affinity, FreakOut, Chuangling Translation, Xiaoxu Music, Baofu, Sandbox Ads, AnyMind, Duit Apps, Yicai Printing, Chongda, OODLE, Payssion, Aibangzhihui, Megaxus, WebEye, Deco, Play.io , Trial Interactive, FMOD, AdsFlourish, Trafficshark, Alpha CRC, Axponent, Liyin Technology, Paytrades, Shenjiang Interactive Entertainment, Fantasy Network, EE GAMES, Yanyou, Proxima Centauri, Lalala games corp, Weixia, Aquila Interactive, 1239 work We are the developers and publishers of many overseas games such as Room, Solo Kane, Le Conception, Kong Mie Network, Meicai Pixel, LifePlaying, Destiny Fantasy Studio, Huan, etc., including related data, payment, advertising, localization, music, etc. Downstream service providers, sign up to participate in the exhibition.

Among them, IGG can be said to be a typical representative of game companies. As an old company established in the era of PC games, it is still an important force in China’s overseas game development and is among the top 10 Chinese game overseas manufacturers. of regular customers. In addition to its number one product "Lords Mobile" that has been prosperous for many years, it currently has a number of new products involving SLG, RPG, MMO and other tracks ready for launch. Such outstanding companies should register early to participate in the 2024 ChinaJoy BTOB Business The negotiation hall is also enough to prove the strong appeal and brand appeal of ChinaJoy BTOB.

In addition, Moloco, Adjust, and Liftoff are all leading overseas companies among service providers in all aspects of the global gaming industry. Among local companies, the LinkMe & Smile.One brands, which are deeply involved in payment, are affiliated to Yunzhong Wanwei, which has been deeply involved in Latin American game publishing for many years. They have transformed into cross-border payment service providers as publishers, highlighting the fact that Chinese local game companies are closely following the game. Make changes due to the changes in going overseas, and seek more business contacts through ChinaJoy BTOB; in addition, among the exhibitors are Xiaoxu Music, which has served top Chinese game products for many years and has left behind classic music tracks such as "Lin'an First Rain" Production outsourcer.

In the increasingly fierce global competition in games, various high-quality companies in the upstream and downstream of China's game industry have actively participated in it. At the same time, the participation of a number of overseas companies in the exhibition also makes more active and efficient international exchanges and cooperation possible. In the 2024 ChinaJoy BTOB Business Negotiation Hall, where manufacturers are actively participating in the exhibition and will surely be an unprecedented event, we have reason to expect that it will continue to play a key platform role in the field of overseas games and help companies going overseas to obtain more abundant business Connection results.

Conclusion: The value of participating in the exhibition is highlighted, and ChinaJoy BTOB booths are currently being booked.

Focusing on the core demands of participating in the ChinaJoy BTOB Business Negotiation Hall, it can be seen from the official data released by ChinaJoy that in ChinaJoy BTOB Enterprises in the business negotiation hall will gain multiple benefits from participating in the exhibition: first, the professional visitors participating in the exhibition have higher ranks, of which 33% are director-level, 13% are company decision-makers, and 6% are project leaders; The second is access to many high-quality overseas resources. Data shows that in addition to practitioners in mainland China, professional visitors from the United States, Japan, South Korea, Germany, the United Kingdom, France and even the Middle East account for a higher proportion. The regions involve both the world's top high-quality markets and games. Emerging markets that are growing due to global competition. It can also be seen from the final exhibition evaluation fed back from the data that 40% of the visitors believed that the exhibition effect met expectations, while 58% believed that the exhibition effect exceeded expectations. Practitioners are satisfied with the services in the business negotiation area. The comprehensive degree also reached 78%.

It is also due to the exhibition effect that exceeded expectations. As you can see in the previous article, there are currently a considerable number of domestic and overseas enterprises in the industry. It will make a wonderful appearance in the 2024 ChinaJoy BTOB Business Negotiation Hall. According to official information, in the W4 and W5 halls opened this time to meet the needs of BTOB, the booking ratio has reached as high as 90% and 70% respectively. There are not many remaining booths and they are still being booked quickly. I believe that soon, the investment promotion work of this ChinaJoy BTOB Business Negotiation Hall will come to an end. And we have reason to expect that ChinaJoy, now in its 21st year, will bring more effective help to Chinese companies in the tide of Chinese games going overseas to participate in global competition, and will also provide more surprises to the entire Chinese game industry. !

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