On November 15, data.ai, a third-party data organization, published the income list of Chinese game manufacturers in overseas markets for the month of October. 37 Interactive Entertainment surpassed Tencent, miHoYo and other game manufacturers for the first time, ranking first.
In this year’s semi-annual report, 37 Interactive Entertainment said that its overseas business has become the company’s new growth engine by exploring the global market through diversified boutique games. In the first half of this year, it achieved an operating income of 3.033 billion yuan ($428 million) in overseas markets, an increase of 48.33% over the same period of last year, accounting for nearly 40% of the company’s total revenue.
37 Interactive Entertainment has been exploring global markets since 2012. However, before 2018, while its title “Eternal Crusade” was successful in some countries, on the whole, the company still found it difficult to break through to be among the top contenders. In 2017 and 2018, the company’s overseas operating income was less than 1 billion yuan, accounting for less than 15% of the total revenue.
In 2018, 37 Interactive Entertainment began to distribute a greater variety of games in different regions. People close to the company said that it had also adjusted its team structure, selected the main leaders of each field, and set up some specialized groups to conduct research and analyze what was working and what was not. In 2019, it achieved overseas revenue exceeding 1 billion yuan for the first time and distributed several types of products in Europe, America and Japan.
Looking back at data.ai’s data, in December 2020, 37 Interactive Entertainment wasn’t in first place just yet. In 2020 and 2021, the company’s overseas business income increased by 104.34% and 122.94% year-on-year.
This growth rate is derived from its popular games. By the end of October, 2022, the revenue of Puzzles & Survival in the world reached 5.6 billion yuan, with the highest monthly revenue exceeding 330 million yuan. “Song of the Cloud City” entered the top 5 in the Korean market in February this year, and became the highest-paid Chinese mobile game in Korea in the first half of this year.
After the mobile card game “Soul Land: Soul Master Duel” was launched in overseas markets in 2021, it quickly took over the best-selling and free lists of Apple and Google. SLG mobile game “Ant Legion” ranked 11th in Sensor Tower’s list of overseas revenue growth of Chinese mobile games in May 2022.