As the largest mobile game category globally, the market size, audience range, and player spending power of RPG games are remarkable.

The recently released "2023 Global RPG Game Marketing White Paper" (hereinafter referred to as the "Report") shows that the global RPG game market size in 2023 is expected to reach207.98 billion yuan; more than 30% of mobile users have played RPG games within six months; among the top global mobile games in 2023, RPG gamesaccounted for as much as 32% of total revenue, far ahead of other categories.

At the same time, Tuke has learned that Japan, the United States, and South Korea are important markets where RPG games are particularly popular. In regions such as Europe, Latin America, and the Middle East, RPG market share is not high, but representative RPG products still emerge.

Therefore, in summary, it is not difficult to draw the following conclusions:

1. RPG games have a huge global market and extremely strong spending power!

2. Overseas markets are worth vigorous exploration by domestic RPG game companies. If domestic development encounters bottlenecks, overseas marketing is the first choice!

In fact, RPG has always been an important category for Tuke, and more and more outstanding RPG games have already started to go worldwide. The report estimates that in 2023, Chinese RPG mobile games will account for more than 30% of total overseas revenue, reaching a historic high.

However, although the current scale of RPG games remains high, their market share is decreasing year by year, clearly indicating that the category's development has encountered a bottleneck. Therefore, what should be considered now is how to break through.

Tuke believes that to break the bottleneck, you can start from the following five major directions: 1) innovative gameplay, 2) regional themes, 3) localized art style, 4) ACGN culture, 5) global IP.

At the same time, you can also leverageshort video platforms to help RPG games achieve more marketing growth.

Short video platforms have common advantages such as RPG user scale and user stickiness. According to the report, 89.3% of RPG users watch short videos every day, and 34% of RPG users have increased their short video viewing time. Therefore, short video platforms are obviously more suitable for companies to reach more users, such asTikTok.

As a phenomenal short video platform, TikTok has a thriving game content ecosystem and is a "fertile ground" for player co-creation. It is reported that 62% of TikTok gaming users discover new games on TikTok, and 73% of gaming enthusiasts feel integrated into the community on TikTok. Meanwhile, the total views of gaming content on TikTok have exceeded 3 trillion, with over 200 creators producing game-related content categories. The coverage of game content is wide and highly popular.

Currently, many games have achieved good results through TikTok, among whichthe RPG game "Dislyte" is a typical example.

"Dislyte" is developed and published by Lilith. To achieve a concentrated burst during the major launch period, it chose TikTok, which aligns well with the game's tone, as one of its main launch platforms.

In South Korea, "Dislyte" ran brand challenge campaigns, Branded Mission, and Top Feed ads, gaining massive exposure. The total exposure exceeded 650 million, with hundreds of TikTok users participating in the brand challenge, bringing a large number of high-quality submissions to the game's creative team and more than 12.8 million video views!

In Japan, "Dislyte" did not choose brand challenge campaigns as its ad format, but instead enhanced the interactive effect of stickers, integrating the lightning symbol from the game logo into eye makeup effects, and using popular TikTok transformation videos to strengthen the visual impact of game elements. This promotional approach was also very successful, ultimately achieving over 13.8 million challenge video views and a 2.1% increase in brand awareness.

Moreover, the promotion of the RPG game "Dislyte" in Japan and South Korea on TikTok accumulated a total of2.7 billion exposures! This effectively boosted the game's popularity and attracted countless fans!

The great success of "Dislyte" Tuke via TikTok undoubtedly provides a valuable template for other RPG games to Tuke. However, for specific implementation, it is recommended to consult professionals before execution, making advertising more precise and execution more efficient. For example, you can consult a professional overseas marketing team on how to run TikTok ads. With their rich industry experience, extensive channel resources, and mature operational tools, they can help all kinds of games, including RPGs, Tuke more smoothly, achieving explosive growth in exposure, downloads, and installs!

Information source: TikTok for Business