The channel, content, and compliance localization capabilities are fully built, and Huawei Game Center helps games go to Europe

Recently, the "Leading the Future" Huawei Game Industry Salon · Europe Sailing Special Session was successfully held in Turkey. Huawei Game Center and partners such as Touch Games, FunPlus, Mutong, NEOCRAFT, NetEase Games discussed and shared with developers around the industry focus topics such as the European market environment, localization of going to sea, and jointly explored new opportunities in the European game market.

The general manager of Huawei Terminal Cloud Service Game Center mentioned: "Huawei Game Center has strong traffic integration capabilities and comprehensive localization services, provides European players with rich, high-quality and interactive game content experience, and helps partners to explore more incremental opportunities in Europe."

Digital process and policy support drive European mobile game market continues to grow steadily

In recent years, with the rapid development of digital process and digital economy in Europe, it has become a popular destination for many game manufacturers to go to sea due to its huge consumer market and considerable consumer capacity. The huge potential of the European mobile game market stems from its huge market size and the policy support of governments.

On the one hand, according to the relevant data of Statista and data.ai, the game market size of Germany, Britain, France, Italy and other countries has been among the top ten in the world for a long time. As a rapidly growing emerging economy in Europe, Turkey will rank fifth in Europe in terms of game market size in 2023. It is estimated that by 2025, the user base of mobile games in Europe will increase to 218 million, the market size will reach 8.56 billion dollars in 2024, and it will continue to develop at an annual growth rate of 7% in the next three years. On the other hand, as one of the important carriages driving the growth of the digital economy, the game industry is one of the industrial transformation and upgrading directions of European countries. In this regard, Germany has set up a game industry fund, France has provided tax relief and financial support, the UK has implemented a digital economy strategy, and Turkey has actively promoted the development of e-sports by holding large-scale game exhibitions and industry events.

Opportunities often coexist with challenges. The relatively strict localization requirements of the European market, such as complicated languages, cultural customs, religious beliefs, and privacy protection regulations such as the General Data Protection Regulations (GDPR), all set strict requirements for the game industry to go to sea.

In response, the head of Huawei Terminal Cloud Service Overseas Department I said, "Huawei Game Center improves localization services from three dimensions: channel, content and compliance, and works with partners to jointly embrace new opportunities for game growth in Europe."

Building all-round localization capability of channel, content and compliance

Up to now, Huawei's game center has covered more than 170 overseas countries and regions, integrating Huawei's application market AppGallery, which has 580 million monthly active users, and the game center GameCenter, which has more than 230 million game players in the world, with dual terminal traffic, and through Huawei video, Huawei Audio, Huawei Reading, Huawei Theme and Huawei browser And other Huawei omnimedia channels to achieve hundreds of millions of exposures. At the same time, Huawei Game Center builds a comprehensive localization service system from channels, content and compliance, helps partners to deepen their efforts in the European market, excavates potential growth in an all-round way, and promotes user transformation and flow growth.

In terms of channel localization, Huawei Game Center focuses on the development of local user communities through insight into users' social media usage habits and preferences in Europe, stimulates users' interest in games through concept advertising dissemination and exclusive experience invitation, and creates KOL creative community activities through an efficient customer service system, starting from users' "interest first" and reaching with "professional services", It has upgraded the user chain from potential users, paying users to KOL, and successfully accumulated hundreds of thousands of highly active, high-value, and highly transformed community players. At the same time, Huawei has more than 20000 stores worldwide, high-value outdoor advertising, large-scale game fairs such as the Cologne Fair in Germany and other offline positions to help promote the game brand, enhance the influence of the game, reach more pan user players, and break the circle of traffic.

In terms of content localization, Huawei Game Center has strengthened the construction of an operation capability center. For different local cultural circles and consumer markets such as Germany, the United Kingdom, France, Eastern Europe, Southern Europe and Turkey, Huawei Game Center has built more than 20 multilingual customer service&technical support teams covering English, French, German and other languages, providing services from consumer voice management, user satisfaction management The local UI is adapted to the full range of services for local content review to ensure that the game content, operation activities and marketing activities can be close to the local culture and user habits, and avoid the loss of users due to "acclimatization".

European digital governance capacity building has been at the forefront of the world for a long time. For example, its privacy policy, the General Data Protection Regulation (GDPR), may face serious fines if companies operating in Europe do not comply with the EU privacy policy on user personal data. In terms of compliance localization, based on Huawei's accumulated compliance related experience in Europe for more than 20 years, Huawei Game Center focuses on continuously building a capability matrix covering network security, privacy protection, competition law compliance, etc., enhancing compliance capability building, and helping game partners to develop steadily in the European market.

Taking "The Call of the Devil: The Battle of the Sky" as an example, as a ten year old tour, Huawei Game Center and Com2uS team conduct in-depth joint promotion and cooperation. On the one hand, by integrating the dual end traffic of Huawei Game Center and Huawei application market, Huawei full media traffic, and combining the Christmas, New Year's Day and other festivals and anniversaries and other game hotspots, Huawei Game Center plans creative activities to promote the conversion of user payment; On the other hand, by participating in Gamescom, the largest game exhibition in Europe for two consecutive years, holding the European Cup E-sports competition and other activities, we have strengthened the communication and interaction with game players and effectively improved the activity and stickiness of users. Through continuous refined operation, "Call of the Devil: Battle of the Sky" has achieved 88% growth in game paying users and 117% growth in water flow in Huawei channel in the past six months.

By 2023, 28 of China's top 30 game manufacturers have joined the HMS overseas game ecosystem, and the cumulative revenue of partners has exceeded 10 billion yuan. In the future, Huawei Game Center will work with more game manufacturers around the world to continue to enhance traffic integration capabilities, innovate operational means, expand cooperation methods, provide more comprehensive localized services for partners, explore more business opportunities, explore more overseas markets, and bring more Chinese quality games to global user players.

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