China’s 37Games going ‘old school’ to build the brand

The Asia Pacific Game Summit 2015  just concluded in Taiwan and the co-founder of 37Games Zeng Kaitian was invited to the summit to share his experiences. He introduced the success of 37Games and offered some insight on how to fine tune game operations to generate extra revenue.

By the end of 2014, 37Games had entered the markets of South Korea, Thailand, Vietnam, Taiwan, North America, France, and Turkey. Their overseas platforms have opened well over 3,000 servers to date and boast a user base exceeding 30 million players.

During his trip to Taipei, Mr. Zeng was also asked to expand a bit on his companys success in the niche markets of Thailand, Taiwan, and South Korea. With 37Games being the market leader in those countries and areas, Zeng Kaitian offered a glimpse into what he saw was the reason for his companys success. He remarked that the translations of their games were handled in-house by local Taiwanese and Thais. Outsourcing translations can lead to discrepancies in the overall theme and linguistic style. Keeping all of the localization work in-house means that the fell of the game and language styles will flow coherently.

By bringing foreign talent in-house, he added, 37Games is able to better absorb and understand foreign players cultural preferences, payment habits, as 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.


Going Old School to Build a Brand

37Games has decided to revisit the classic avenues of marketing and promotion. Since the arrival of the casual and social gaming revolutions, 37Games has redefined what their typical target user should be. In order to reach a wider demographic base, 37Games loves to experiment with both new and old methods of promotion in an effort to turn their products into household names.

The overwhelming success of The Sword of Arch Angel, which has smashed most existing records set by current browser games, owes part of its success to 37Games all-encompassing media strategy. Not unlike household brands like Apple or McDonald’s, audiences can feel the presence of this game on the internet, while taking a bus, riding the subway, as well as other far more traditional marketing landscapes such as the billboard or poster.

Since concluding that games arent just for “gamers, Mr. Zeng concluded that 37Games will continue to expand upon its existing media strategy in its goal to become a household name. In the way that McDonald’s delivers a consistent product despite differences of place and time, 37Games intends to be the household name for a consistent, top-notch gaming product to players around the globe.


By  Shadow Hong (+86-136 3245 9767)


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