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中国手游在韩国受青睐

2018年04月17日 07:00来源:网络整理手机版

  在韩国谷歌手机游戏畅销榜前20名榜单中,16款中国产手机游戏在2017年榜单上“榜上有名”,中国游戏在韩国市场的影响力正在逐渐扩大。质量上升、因地制宜等因素,被韩国业界认为是中国手游在韩国受到青睐的主要原因。

  据韩国手机软件调查机构IGAWorks日前发布的《2017年韩国中国手游业绩报告》显示,2017年在韩国谷歌手机游戏上发布的中国手游达136款,规模同比增加19%。

  从游戏类别来看,中国产角色扮演类和策略类手游占市场总份额为78%,其中角色扮演类游戏市场份额从2016年的46%增长到65%,策略类游戏的份额从27%下降到13%。该畅销榜排名前20的手游中,中国游戏由2016年的11款增至2017年的16款。进入畅销榜前20位的中国手游在韩国市场的2017年销售额高达1965亿韩元(1元人民币约合190.8韩元),同比增长74%。

  韩国《亚洲经济》分析称,中国手游质量大幅提升是备受韩国人青睐的一大主要因素。除了中国手游质量的提升,IGAWorks方面还认为,中国手游两大特征和变化是确保其在韩极具竞争力重要原因。

  一是采取“因地制宜”策略。此前进入韩国市场的中国手游大多以“中国风”作为主打元素,人力资源,对于游戏消费者而言,喜欢“中国风”的消费者可以更为集中地接触到这一类游戏,但过于单一的形式容易限制发展。

  有韩国舆论指出,“中国产游戏”的风格正在发生重要变化。如在畅销榜上排名前列的中国手游产品以超现代气息和游戏的高完成度,镇平县党校,让人耳目一新。去年登陆韩国的一款人气手游虽为中国制造,却采用了“东瀛风”,并邀请韩国人气歌手IU代言演唱游戏主题曲,吸引了大批韩国玩家。

  二是中国游戏公司加大与韩国发行商、游戏商、游戏专家等合作。相关数据显示,中国游戏公司与韩国同行合作在当地发布游戏的比重由2016年的34%增至2017年的48%。

  IGAWorks分析认为,相较于外国游戏公司单枪匹马进军韩国市场,与了解本土市场环境的韩国游戏公司联手是最明智的选择。IGAWorks中国事业部长洪晟敏表示,对于市场趋于饱和的韩国来说,中国手游本身竞争力仍略有不足,中国企业需要以大数据为基础对韩国市场进行分析,制定相关营销方案。

  (本报首尔电) 


  《 人民日报 》( 2018年04月17日 22 版)

(责编:袁勃)

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