37Games Refined Operation-Key to Generate Revenue

At the end of last month, the APGS(Asia Pacific Game Summit)2015 was opened and the co-founder of 37Games Zeng Kaitian was invited to share his experience. Mr. Zeng emphasized mainly two points, namely IP strategy and refined operation.

Intellectual Property is Rather Important for Games

Mr. Zeng pointed out that utilizing IP rights for games gives publishers a powerful catalyst to gain the initial user base that is crucial to the game’s success.It is easier to ride the name recognition and branding associated with the intellectual property. By indicating that the excellent IP is the catalyst of creating a successful game, Mr. Zeng also proposed fans of the originals would be probably converted to the fans of games at the beginning of promoting an IP Product. At the later stages, the high value of the originals would also generate strong power to push the game going further.

Refined Operation is the Key to Generate Profit

It's far from being enough for having acquired excellent IP. The core element of attracting players to consistently play games is the quality. If lacking in novel and unique points, players won't be interested in the monotonous games, accordingly, the IP value will lost. To keep the IP value, 37Games have to operate their game subtly. Except the traditional online promoting, 37Games also started in the off-line promoting ways. For example, spending much in inviting popularity to publicize the games and placing ads into tv series and news. 37Games will try every way contributed to acquiring the public praise and building brands.

Localization - Thriving in Niche Markets

By the end of 2014, 37Games had entered the markets of South Korea, Thailand, Vietnam, Taiwan, North America, France and Turkey. Over 3,000 servers has been opened in all the markets and 37Games now has a use base exceeding 30,000,000 players.

Mr. Zeng also pointed out that sourcing translations may lead discrepancies in linguistic style. By bringing foreign talent in-house, he added, 37Games is able to better absorb and understand foreign player’s cultural preferences, payment habitsas well as their overall attitudes towards gaming. Zeng Kaitian also revealed that future English titles would also be fully localized by an in-house team as well. Keeping all of the localization work in-house is to keep the game and language styles flowing coherently.

Want to learn more about what games 37Games published here: 37.com