YOUZU Interactive Listed Among BrandZ Top 30 Chinese Global Brand Builders

Youzu Interactive Co. Ltd. announced that it was selected as BrandZ™ Top 30 Chinese Global Brand Builders Top 30 jointly issued by WPP, Kantar and Google. The company also ranked among Top 15 Internet Brands.

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Categories and proportions of Top 30 Chinese Global Brand Builders. Source: Kantar

Kantar’s statistics show that among all brands covering China’s nine industries, mobile game brands demonstrated the strongest competitiveness against overseas brands and their brand strength scores across different regions of the world are the most balanced. This is partly attributed to the fact that the global game players are generally young people with common interests in games. Although many overseas consumers are historically biased towards Chinese brands, mobile games attract mostly the young community who are more open and prefer to make choice based on product quality and operation performance. Therefore, Chinese game brands are more likely to establish emotional bonds with them and are subsequently easier to become the symbol of “made in China” and “Chinese brands.”

According to 2016 Global Game Industry White Book published by iResearch, the global mobile game market in 2016 is worth $36.9 billion, taking up 37% of the whole game market. As of 2019, mobile games will create $52.5 billion annually, increasing its share to 44%.

BrandZ™ Top 30 Chinese Global Brand Builders is based on statistics from seven developed countries and the brand influence in emerging markets is not actually included. But the fact is many Chinese enterprises are eying emerging markets like Southeast Asia and Middle East. Currently, Youzu Interactive is planning to expand its territories to Russia, South America, India and Middle East, while retaining its advantage in Southeast Asian, North American and European markets.

With enhanced product quality and maturing “going global” techniques, more and more Chinese games become familiar to overseas players. With the launch of many hit games such as League of Angels and Furious Wings, Youzu has always been among the top Chinese game developers going overseas.

Youzu started its global expansion in 2013 when there were few existing cases. In 2016, the company purchased the European veteran game maker Bigpoint, whose ARPG mobile game Furious Wings was recommended to global players by Apple and Google for multiple times and topped top-grossing game lists in 11 countries. Junior Three Kingdoms also performed quite well in the Japanese market.

“To gain an overall victory across the global market, the game maker, at the tactical level, must stick to differentiated promotion and regional operation to offer users in different regions with proper game themes and types while giving enough attention to the local characteristics such as payment preferences, languages and cultural differences,” commented Liu Wanqin, Vice President of Youzu Interactive. “Youzu positions itself as a global interactive entertainment supplier with the mission of ‘share simple happiness.’ The purpose of Youzu’s global expansion is to share quality games with global players.”

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