On December 25th, Christmas Day, the "Game & Short Drama Overseas Expansion Dialogue Corner" hosted by Yeahmobi, sponsored by Amazon Ads, and co-organized by Adjust and Shushu Technology, was successfully held in Shanghai. The event attracted active participation from local game, short drama, and app industry advertisers and publishers, creating a lively atmosphere with a wealth of practical insights.

Four speakers from Yeahmobi, Amazon Ads, Adjust, and Shushu Technology engaged with the audience to review the comprehensive 2024 outlook for game and short drama overseas expansion. They discussed key topics including changes in user acquisition strategies, growth opportunities, data analytics, and market performance, as well as exploring new paths for overseas expansion in 2025. Let’s recap some of the highlights from the event!

01 Adjust: 2024 App Overseas Expansion Review and New Trends in User Acquisition

Edward Fu, Sales Director for China at Adjust, shared insights on global market trends, game & short drama market performance, and new trends in CTV and Web to App user acquisition. He noted, “In 2024, the global gaming market is showing signs of recovery, with increasing market value and mobile game revenues growing compared to 2023. The European, Middle Eastern, North American, and Southeast Asian regions are showing promising growth potential.”

He further highlighted the new trends in user acquisition for 2024, stating, "CTV and Web to App are two prominent trends in user acquisition for 2024. We can see that the global CTV market is growing, especially in Japan, where game advertisers have achieved significant ROAS growth through Adjust's seamless integration with DSPs via CTV Advision. Additionally, Web to App advertising is now widely used across various product categories, including short dramas, tools, and games, offering new opportunities for app growth. We recommend that advertisers pay close attention to these trends."

02 Yeahmobi: Unlocking the Multi-Channel Traffic Strategy for Effective Volume and Efficiency

Kasty Xu, Senior Brand Operations Manager at Yeahmobi, presented the development trends for short drama apps in 2024 and the strategies for achieving both volume and efficiency in user acquisition. She analyzed the opportunities and user changes resulting from the rapid growth and evolution of the short drama industry, stating, “Short dramas are undoubtedly one of the fastest-growing sectors in 2024, with good performance in markets like North America and Southeast Asia. As a new force in overseas expansion, there are various creative ways to integrate interactive elements, such as combining interactive games within short dramas, to enhance user engagement.”

While the short drama industry is experiencing explosive growth, overseas advertisers are facing some challenges in campaign execution. Drawing from Yeahmobi’s extensive service experience, Kasty summarized the following strategies for achieving both volume and efficiency in user acquisition:

1. Increase brand exposure and diversify media channels to attract more interested users. Actively test media outside of top-tier channels, including Amazon DSP, developer traffic, incentive traffic, and more.

2. Leverage top and mid-tier KOL marketing to enhance short drama word-of-mouth, increase user engagement, and improve user willingness to pay, achieving higher return on investment.

3. Use AI tools to enhance short drama production efficiency and accelerate creative material iteration.

03 Amazon Ads: How Twitch Empowers Game Advertisers for Global Growth

Erin Sun, Agency Business Manager for Amazon Ads, shared how Amazon Ads empowers full-funnel marketing and utilizes Twitch to support game advertisers’ global growth. She introduced Twitch as a leading global platform for live-streamed gaming content, where players can watch their favorite games and activities, while interacting with game streamers and other viewers. The audience on Twitch is predominantly younger, and these gaming enthusiasts are highly receptive to new products. Compared to users on other platforms, Twitch viewers are more likely to try new games or tech products and are more easily influenced by their favorite communities or KOLs.

On how Twitch can drive game growth, Erin explained: “On Twitch, it’s not just about running ads; it’s about managing your channel. Twitch places a strong emphasis on content richness, so having diverse and engaging material is crucial for attracting player attention and increasing the likelihood of game downloads.”

04 Shushu Technology: How to Effectively Use Game Data for Overseas Expansion Breakthroughs in 2025

Wu Di, Commercial Director at Shushu Technology, discussed how game data analysis and refined operations can help game and short drama advertisers make precise decisions. He emphasized that Shushu’s Thinking Engine (TE) system can assist advertisers in finding the “right people” at the “right time” with the “right content,” driving business growth. He summarized the key strategies:

1. User Segmentation: Using the TE system, advertisers can segment users from multiple dimensions, allowing for precise operation interventions and finding the “right people.”

2. Timing Triggers: By using trigger-based tasks, advertisers can accurately control the timing of their operations, understanding and meeting user needs to identify the “right time.”

3. Content & Channels: By personalizing content and channels, all user touchpoints within the game can be leveraged as operational tools, forming the “right content” for engagement.

Currently, Yeahmobi has joined the Amazon Ads Partner Network and officially became an Amazon Ads partner. They have fully integrated with the Amazon DSP advertising platform, offering multi-channel advertising solutions on popular services like Prime Video, Twitch, Fire TV, Alexa, and Amazon Music, as well as on third-party publishers, websites, and apps outside of Amazon. This provides advertisers in e-commerce, gaming, short drama, and app sectors with effective tools for advertising campaigns.

Interested in learning more about Amazon Ads strategies? You can add our official WeChat, and our operations team will be happy to further communicate with you.