Why Microsoft Store Continues to be Bullish

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With the limit of the number of game ISBN, the rising cost of advertising and the expanding funds of the R&D. In 2021, the domestic game market environment is quietly undergoing a new round of reshuffle, and the market environment of the game industry will become more and more cruel.

According to the’ State of the Chinese Game Industry in the First Quarter of 2021’ released by Gamma Data, the actual sales revenue of the game market in the first quarter of this year was 58.83 billion yuan. Although it maintained growth, the growth rate dropped from 46.26% to 6.25% in the same period last year.

The "home economy" brought by the epidemic is gradually disappearing with the gradual recovery of the economy.  In addition, the advertising cost in the game industry has increased significantly, and the cost of game R & D has increased significantly. These factors are greatly weakening the profitability of game companies.

[Small and medium-sized companies are hard to operate because of the rising cost of advertising]
In recent years, the cost of advertising of the games has risen sharply. According to statistics, in 2020, the sales expenses of game companies will reach 76.431 billion yuan, a year-on-year increase of 35.5%, while in 2019, the year-on-year increase is only 6% (data source: Gamma Data)

The sharp rise of advertising cost means the increase of customer acquisition cost, but the consumption power of users in the game has not changed much with the increase of investment cost.  Small and medium-sized game companies have limited funds, which also means that the publicity cycle of a product is shortened, resulting in the reduction of the life of the game in disguise. They are more and more difficult to compete with big game manufacturers.

[Breaking the traditional way to get users]
The ways to advertise the games on the market are basically fixed, not only the cost is unreasonably high, but also many inaccurate inputs make users lose immediately after importing. Many game companies are also looking for new way.  In this context, Microsoft Store, which has been underestimated again and again, has returned to the public view.


In fact, many domestic game companies have chosen Microsoft Store, especially the games to go abroad. Especially through cooperating with Miracle Games, they have made great achievements in overseas markets. If the quality of the product is good enough, the profit can be achieved through this single channel.

For the promotion of Microsoft Store, Miracle Games has its own way. For example, through the cooperation with Microsoft, it can obtain the home pages of nearly 100 countries and regions around the world, and even the recommendation of game zones. And MG advertising platform and the ability to Improve ranking also make game products continuously showed in stores.

In the past, the biggest problem of turning advertising into revenue was that companies were not familiar with how to do it. By cooperating with Miracle Games, manufacturers could complete the "one-stop" promotion in the global Microsoft Store. Today, the Microsoft Store is becoming more and more powerful, and the day to build the world's most popular products is just round the corner.


[In the future, game products will get more returns in the Microsoft Store]
According to the data, as of December 2020, the number of monthly active devices running win10 Games has reached 310 million. At the end of last year, the number of visitors to the Microsoft Store was 170 million, of which 35.5 million were monthly visitors to the game page. From June to September last year, the number of visitors to Microsoft Store increased by 32% year on year. In December last year, the monthly views of all win10 game details pages exceeded 155 million, and the number of downloads generated from them was 19 million, with a conversion rate of 12%. The number of downloads ranked by country was the United States, China, India, Brazil, the United Kingdom, France, Germany and so on, with European and American users as the main users.

With the gradual popularization of win11 system, Microsoft Store will be well known and recognized by more users. As the world's largest desktop operating system and a platform with 1.3 billion monthly live users, Microsoft Store has an unmatched potential.

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