{"id":8595,"date":"2019-09-04T08:38:00","date_gmt":"2019-09-04T08:38:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8595"},"modified":"2026-04-14T08:35:26","modified_gmt":"2026-04-14T08:35:26","slug":"hyper-casual-games-and-china-market-analysis-insights-china-joy-recap","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/hyper-casual-games-and-china-market-analysis-insights-china-joy-recap\/","title":{"rendered":"Jogos hiper-casuais e a China: An\u00e1lise do mercado e perspectivas (China Joy Recap)"},"content":{"rendered":"<p><br>No Semin\u00e1rio ChinaJoy de 2019: Hyper-casual games in East meets West, o nosso CEO Christopher Farm partilhou os mais recentes dados e conhecimentos de an\u00e1lise do mercado hiper-casual. Aqui est\u00e3o 4 ideias-chave do evento:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Os baixos IPC da China tornam-na um mercado atrativo<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-5.jpeg?resize=960%2C540&#038;ssl=1\" alt=\"\" class=\"wp-image-8599\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-5.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-5.jpeg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-5.jpeg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-5.jpeg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Os jogos hiper-casuais n\u00e3o s\u00e3o um fen\u00f3meno ocidental. Na verdade, as editoras est\u00e3o a dedicar cada vez mais recursos \u00e0 aquisi\u00e7\u00e3o de novos utilizadores na China e noutros mercados orientais. Entre 2017 e 2018, os jogos hiper-casuais ocidentais aumentaram os seus gastos com a aquisi\u00e7\u00e3o de utilizadores chineses em 82%. Al\u00e9m disso, a China \u00e9 um mercado barato para explorar - o custo m\u00e9dio por instala\u00e7\u00e3o caiu de $0,21 para $0,18 entre 2017 e 2018, tornando-se uma plataforma de lan\u00e7amento ideal para novos hiper-casuais. Com base nos nossos dados, esperamos que o mercado hiper-casual chin\u00eas cres\u00e7a ainda mais em 2019. Em 2020, estar\u00e1 entre os&nbsp;<strong>tr\u00eas principais pa\u00edses<\/strong>&nbsp;para o lan\u00e7amento de novos t\u00edtulos hiper-casuais.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. O mercado chin\u00eas est\u00e1 a amadurecer no que diz respeito \u00e0 monetiza\u00e7\u00e3o<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-7.jpeg?resize=960%2C540&#038;ssl=1\" alt=\"\" class=\"wp-image-8601\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-7.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-7.jpeg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-7.jpeg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-7.jpeg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>No que diz respeito \u00e0 monetiza\u00e7\u00e3o de an\u00fancios, o mercado chin\u00eas est\u00e1 a amadurecer a um ritmo acelerado. Em 2018, o eCPM m\u00e9dio na China atingiu $1,91, ultrapassando a Alemanha. Embora os Estados Unidos continuem a liderar o eCPM m\u00e9dio, esse mercado registou uma ligeira queda entre 2017 e 2018. O mesmo se aplica a todos os outros grandes mercados, incluindo a Gr\u00e3-Bretanha e o Jap\u00e3o. Esperamos que o mercado chin\u00eas continue a crescer e a amadurecer ao longo de 2019, tornando-o um dos pa\u00edses mais atractivos para as empresas hiper-casuais que procuram um crescimento r\u00e1pido.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. A aquisi\u00e7\u00e3o de utilizadores hiper-casuais exige uma estrat\u00e9gia \u00fanica<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-6.jpeg?resize=960%2C540&#038;ssl=1\" alt=\"\" class=\"wp-image-8600\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-6.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-6.jpeg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-6.jpeg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-6.jpeg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Os jogos hiper-casuais requerem uma estrat\u00e9gia \u00fanica de aquisi\u00e7\u00e3o de utilizadores - os profissionais de marketing n\u00e3o podem adotar a mesma abordagem que os jogos IAP. A UA tradicional exige uma segmenta\u00e7\u00e3o restrita porque os jogos baseados em IAP competem todos pelo mesmo grupo de utilizadores com um CPI elevado. No espa\u00e7o hiper-casual, os valores de refer\u00eancia para a receita m\u00e9dia por utilizador ativo di\u00e1rio (ARPU) podem ser significativamente mais baixos. Por conseguinte, os profissionais de marketing hiper-casual podem visar um grupo demogr\u00e1fico mais vasto e menos competitivo com um IPC mais baixo. Uma vez que os utilizadores de elevado valor s\u00e3o pouco comuns no espa\u00e7o hiper-casual, \u00e9 crucial que estes jogos cultivem uma ampla base de utilizadores que possa ser rentabilizada atrav\u00e9s de canais n\u00e3o AIP.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Os hiper-casuais t\u00eam um TTBE curto<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-4.jpeg?resize=960%2C540&#038;ssl=1\" alt=\"\" class=\"wp-image-8598\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-4.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-4.jpeg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-4.jpeg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-4.jpeg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Os hiper-casuais s\u00e3o famosos pelo seu curto per\u00edodo de tempo para atingir o ponto de equil\u00edbrio (TTBE). De facto, apenas sete dias ap\u00f3s o seu lan\u00e7amento, s\u00e3o frequentemente lucrativos. Para manter esta din\u00e2mica, os criadores de hiper-casuais devem manter os IPC baixos. O crescimento, entretanto, ocorre num per\u00edodo de tempo mais longo, de 30 dias ou mais. Isto porque os jogadores hiper-casuais n\u00e3o s\u00e3o normalmente utilizadores fi\u00e9is com um LTV elevado. Os programadores t\u00eam de se concentrar em maximizar o valor a curto prazo dos utilizadores atrav\u00e9s da monetiza\u00e7\u00e3o de an\u00fancios. Felizmente, este padr\u00e3o de TTBE curto permite que os anunciantes actuem rapidamente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. A promo\u00e7\u00e3o cruzada aumenta a \"reten\u00e7\u00e3o na rede\" e as receitas publicit\u00e1rias<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-3.jpeg?resize=960%2C540&#038;ssl=1\" alt=\"\" class=\"wp-image-8597\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-3.jpeg?w=960&amp;ssl=1 960w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-3.jpeg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-3.jpeg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-3.jpeg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>A promo\u00e7\u00e3o cruzada \u00e9 uma t\u00e1tica de aquisi\u00e7\u00e3o de utilizadores em que os utilizadores de uma aplica\u00e7\u00e3o s\u00e3o visados numa campanha para um t\u00edtulo produzido pelo mesmo est\u00fadio. Os benef\u00edcios da promo\u00e7\u00e3o cruzada s\u00e3o duplos para os hiper-casuais: Aumenta a reten\u00e7\u00e3o na sua rede de t\u00edtulos e aumenta as receitas de monetiza\u00e7\u00e3o. As redes de publicidade enviar\u00e3o o fornecimento para uma aplica\u00e7\u00e3o, que pode depois ser aproveitada em todo o seu portef\u00f3lio. Este efeito de bola de neve reduz a rotatividade e maximiza o valor de cada utilizador individual.&nbsp;<img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2019\/09\/EAyveolW4AAhJgq.jpeg?ssl=1\"><\/p>\n\n\n\n<p><em>A vers\u00e3o completa da apresenta\u00e7\u00e3o est\u00e1 dispon\u00edvel em&nbsp;<a href=\"https:\/\/www.slideshare.net\/ChristopherFarm\/chinajoy-2019-tenjins-take-on-hypercasual\">Slideshare<\/a>.<\/em><\/p>\n\n\n\n<p>As aplica\u00e7\u00f5es hiper-casuais abriram um mundo de novas potencialidades no espa\u00e7o dos jogos m\u00f3veis. A sua popularidade est\u00e1 a aumentar a n\u00edvel mundial, nomeadamente em mercados n\u00e3o ocidentais como a China. \u00c0 medida que o mercado continua a crescer, as estrat\u00e9gias de UA e de monetiza\u00e7\u00e3o ter\u00e3o de ser continuamente recalibradas.<a href=\"https:\/\/www.tenjin.io\/signup?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695083345320.1695095732931.7&amp;__hssc=105908124.140.1695095732931&amp;__hsfp=2360007836\">&nbsp;Tenjin's<\/a>&nbsp;A equipa de sucesso do cliente da Microsoft est\u00e1 na vanguarda do hiper-casual e pode fornecer informa\u00e7\u00f5es valiosas baseadas em dados para orientar o seu sucesso. Se precisar de ajuda para criar o seu nicho no espa\u00e7o hiper-casual, sinta-se \u00e0 vontade para o contactar. Envie um e-mail para info@tenjin.com para saber mais ou consulte recursos adicionais como o nosso<a href=\"https:\/\/blog.tenjin.com\/hyper-casual-games-the-complete-developers-guide\/\">&nbsp;guia completo do programador hiper-casual<\/a>.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>At the 2019 ChinaJoy Seminar: Hyper-casual games in East meets West, our CEO Christopher Farm shared the most recent hyper-casual market analysis data and insights. Here are 4 key insights from the event: 1. China\u2019s low CPIs make it an attractive market Hyper-casual games aren\u2019t a western phenomenon. In fact, publishers are increasingly dedicating resources&#8230;<\/p>","protected":false},"author":5,"featured_media":8596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hyper-Casual Games and China: Market Analysis &amp; Insights (China Joy Recap) | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/hyper-casual-games-and-china-market-analysis-insights-china-joy-recap\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hyper-Casual Games and China: Market Analysis &amp; Insights (China Joy Recap) | Tenjin\" \/>\n<meta property=\"og:description\" content=\"At the 2019 ChinaJoy Seminar: Hyper-casual games in East meets West, our CEO Christopher Farm shared the most recent hyper-casual market analysis data and insights. 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Here are 4 key insights from the event: 1. China\u2019s low CPIs make it an attractive market Hyper-casual games aren\u2019t a western phenomenon. 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