数字游戏已成为一项具备多属性、涵盖多领域、影响多行业的全球性产业。中国游戏出海现状方面,尽管我国游戏厂商在成熟市场中保持稳中求进态势并积极拓展新兴市场,但近年来仍面临产业营收普遍下滑的挑战;中国出海游戏类型多样,头部企业竞争优势显著;目的国民众对中国游戏评价普遍积极,目的国政府的态度则具有不确定性。当前,从游戏出海的SWOT分析来看,精品内容和精细化运营是中国游戏出海的显著优势;产品文化壁垒、厂商马太效应、海外监管的日益收紧则限制了中国游戏海外竞争力。未来我国游戏出海可通过强化技术创新,巩固产品精品化战略,打造文化IP讲好中国故事和世界故事,优化海外合规策略等方式应对国际游戏市场的机遇与挑战。
Digital games have become a global industry with multiple attributes,covering multiple fields and influencing multiple industries. As for the current situation of Chinese games going overseas,although China’s game makers have maintained a steady progress in mature markets and actively expanded into emerging markets,they are still facing the challenge of a general decline in industry revenues in recent years;China’s games going overseas are of various types,and the head enterprises have a significant competitive advantage;the people in the destination countries have a generally positive evaluation of China’s games,while the attitude of the governments of the destination countries is uncertain. Currently,from the SWOT analysis of games going overseas,high-quality content and refined operation are the significant advantages of Chinese games going overseas;cultural barriers to products,the Matthew effect of manufacturers,and the increasing tightening of overseas regulation have limited the competitiveness of Chinese games overseas. In the future,China’s games going overseas can respond to the opportunities and challenges of the international game market by strengthening technological innovation,consolidating the strategy of product excellence,creating cultural IPs to tell China’s story and the world’s story well,and optimising the overseas compliance strategy.