2024 In-Depth Analysis Report: Chinese SLG & Strategy Games Going Global

Current Status

In 2024, Chinese SLG/strategy games maintain strong competitiveness in the global market. According to Sensor Tower estimates, top titles such as "Rise of Kingdoms" and "Lords Mobile" continue to rank among the top revenue charts in core markets like the US, Japan, and South Korea. In 2023, overseas revenue from Chinese strategy games reached approximately 80 billion USD, accounting for over 25% of total overseas mobile game revenue. Emerging markets such as the Middle East and Latin America show significant growth, with some titles achieving monthly revenue over 10 million USD.

Driving Factors

• Mature global operations: Leading publishers deepen localization, user acquisition optimization, and community management. Companies like FTX Games and FunPlus have established multilingual teams and global distribution networks.
• Gameplay innovation: 4X strategy, conquest mechanics, and cross-server battles continue to attract core players; hybrid gameplay (e.g., SLG+RPG) lowers entry barriers and expands user base.
• IP collaboration and branding: Utilization of historical IPs (e.g., Three Kingdoms, Rome) and partnerships with well-known films/TV series (e.g., Game of Thrones) enhance user stickiness.
• Technological iteration: AI-driven real-time translation, smart matchmaking, and anti-cheat systems improve user experience.

Major Challenges

• Market regulation and compliance risks: Geopolitical changes such as the EU Digital Markets Act and US privacy laws increase compliance costs. Some countries restrict virtual gacha or ad targeting.
• Rising UA costs: Global customer acquisition costs increase 15%-20% annually, and iOS ATT framework impacts conversion rates.
• Homogeneous competition: A large number of SLG products focus on medieval fantasy themes, lacking differentiation.
• Shortened user life cycle: Retention rates for mid-to-heavy SLG users decline year-over-year, and payment habits become conservative.

Development Recommendations

• Explore niche themes: Develop differentiated worldviews such as sci-fi, post-apocalyptic, or local history; post-apocalyptic survival titles have shown strong performance.
• Strengthen localized operations: Build local teams and deeply integrate into local cultural festivals and KOL marketing.
• Optimize monetization models: Balance pay-to-win and free experience; introduce subscription models or rewarded ads.
• Leverage emerging platforms: Focus on community acquisition via TikTok, Discord, and potential incremental growth from cloud gaming and VR/AR.