在今年的某一时刻，GungHo Online Entertainment的《智龙迷城》在一天内就赚到了375万美元的收益——他们就像是获得了一个印钞许可证一样。而很大一部分收益是来自日本市场。
所以不出所料，西方手机游戏开发者想要开发这一市场。来自Unity Technologies，Klab America，RenRen Games和Gamevil USA的代表在2013年GamesBeat的“如何在亚洲创造下一款数百万美元的手机游戏”的研讨会中给出了各自的看法。
Klab America的首席执行官Noby Ota强调了与其它公司合作将自己的游戏带向中国，日本或韩国的重要性。
主机游戏开发者经常会谈到续集，而每年的发行便是他们所谓的“迭代”。但如果你在韩国等市场进行缓慢的游戏更新，你便会摊上大麻烦。Gamevil USA总裁Kyu Lee表示，频繁的更新能够帮助游戏创造者利用特别的游戏内部事件而吸引玩家的注意，以此提高游戏的日活跃用户（DAU）。这也能够帮助发行商和开发者瞄准那些收益下降的区域，并添加一些事件或其它内容去提升收益。
Unity Technologies的亚洲副总裁John Goodale已经在游戏产业打拼了数十年，在为世嘉工作期间他获得了许多有关亚洲市场的信息。当Unity正式进入亚洲市场之际他选择使用了“从小处开始”的模式。
Want to bring your mobile game to Asia? Here’s 5 tips for moving East
By Jason Wilson
REDWOOD CITY, Calif. — At one point this year, GungHo Online Entertainment’s Puzzle & Dragons was making $3.75 million a day — it’s practically a license to print money. And a gigantic slice of that money comes from Japan.
So it’s no surprise that mobile-game developers in the West want to break into this market. Representatives from Unity Technologies, Klab America, RenRen Games, and Gamevil USA dished out some tips during the “How to Make the Next Billion-Dollar Mobile Game in Asia” breakout session at GamesBeat 2013 on Wednesday.
And it goes beyond “don’t try” (unless you want to bring a platform to China — RenRen Games’ Hans Kim says no to that).
Tip No. 1: Find a partner
Klab America chief executive officer Noby Ota stresses the importance of making a deal to work with another company to get your game into China, Japan, or South Korea, not going about it on your own.
“If you have a good idea, find a good partner on monetization,” Ota said. And when it comes to getting a game to pop in Japan, Ota said that you just don’t need social mechanics — your game must be social in the game, like guild-on-guild combat.
Tip No. 2: Iterate, iterate, iterate
Console-game developers will often talk about sequels and yearly releases as “iterations.” But if you updated your game so slowly in a market like South Korea, you’d be in big trouble. Gamevil USA president Kyu Lee said frequent updates enable gamemakers to increase special in-game events that draw in players — and helps make them daily active users (DAUs). This also helps publishers and developers target areas where revenue is down, adding in events and other things that could help boost those numbers.
And Android gaming is a benefit for this — it’s much easier to get updates on Google Play than on iOS.
“You can iterate faster because of Android,” Lee said.
Tip No. 3: Dialing down, dialing up
This has nothing to do with making phone calls. It’s about adapting mechanics for markets. Again, the panel cited Puzzles & Dragons as an example. While it’s the hottest game in Japan, it’s just not catching on in the U.S. Ota thinks he knows one reason — it’s just too complicated for American players, who aren’t conditioned for its mechanics and monetization in the same manner that Japanese players are.
“At a certain stage, you have to spend money and think of a strategy,” Ota said. So to be successful, the panel agreed, Asian games should consider “dialing down” — making their games easier to understand and play for American audiences. Ota noted that turning a hardcore game into a midcore game is a good way to accomplish this.
The opposite applies to bringing a game to Asia — it may be not complicated enough to work for the Japanese or South Korean audiences, who may not even be used to tutorials in their games.
Tip No. 4: Grow organically
Unity Technologies vice president of Asia John Goodale has decades of experience in the game industry, and he learned much about working with Asian markets during his time with Sega. He brought the “start small” model with him when Unity set up shop in Asia.
“We had one person in Asia — me,” Goodale said. “Now we have four offices, 65 staff. We let the business feed itself.”
Tip No. 5: China is different than any other market
The mobile game scene may be more fragmented than any other in the world. Kim, the VP of business development and legal for Renren Games, pointed out that unlike in the U.S., where you’re dealing with two app stores (Apple’s and Google’s — and Amazon’s if you’re being charitable), you’ve got 10 to 15 (or even more) in China.
And it gets more complex after that. In China, you have even more “middlemen” — in addition to these marketplaces, you have networks selling games, deals to cut with telecom companies, and even negotiations with hardware manufacturers (China is a huge market for low-end cellphones, and getting your game preinstalled on such devices is a huge advantage).(source:venturebeat)