Growth Trend Analysis of Chinese SLG Games Going Global (2019-2024)

Market Overview

Chinese SLG (Strategy) games, as a key category in mobile game going global, have performed remarkably in overseas markets in recent years. Relying on mature gameplay, localized operations, and efficient user acquisition, SLG games have established a foothold in core markets such as Europe, America, Japan, and South Korea.

Growth Trend (2019-2024)

• 2019: Revenue from Chinese SLG games going global was approximately $5 billion, driven by veteran titles like Lords Mobile and Clash of Kings.
• 2020: The pandemic boosted online spending, pushing revenue to about $6 billion, a 20% YoY increase. The new title Rise of Kingdoms performed notably.
• 2021: Competition intensified, but overall revenue surpassed $8 billion, a 33% YoY increase, with Three Kingdoms Tactics (overseas version) contributing significantly.
• 2022: Amid global macroeconomic fluctuations, growth slowed to about 19%, reaching $9.5 billion, as rising UA costs squeezed profits.
• 2023: Product innovation and AI-driven UA optimization drove revenue to approximately $11 billion, a 16% YoY increase, with post-apocalyptic survival SLG titles rising.
• 2024 (Estimated): Expected to reach $12.5 billion, a 14% YoY increase, with emerging markets (Latin America, Middle East) becoming new growth drivers.

Driving Factors

• Deep Localization: Cultural integration and holiday events boost retention.
• Technological Iteration: AI empowers ad targeting and game balance adjustments.
• Genre Fusion: Hybrid gameplay (SLG+simulation, SLG+RPG) attracts mass audiences.

Challenges and Outlook

• High UA Costs: User acquisition efficiency needs continuous optimization.
• Policy Risks: Stricter regulations on in-app purchases and data compliance in some markets.
• Long-term Growth: CAGR is expected to remain 10%-15% over the next three years, with top players maintaining stable market positions.