Zhang Peng, Director of Game Business Department of Yalla Technology: Experience Sharing in the going overseas to Middle East
在日前举办的FBEC2020(2020未来商业生态链接大会)上，雅乐科技游戏事业部总监张鹏以“走进神秘的阿拉伯市场”发表了演讲，向大家介绍了雅乐爆款游戏Yalla Ludo以及中东北非地区游戏市场和玩家特点。
At the FBEC2020 (2020 Future Business Ecological Link Conference) held a few days ago, Zhang Peng, the director of Yalla Technology’s game business department, gave a speech on "Entering the Mysterious Arab Market" and introduced Yalla’s popular game Yalla ludo and the MENA Game market and player characteristics.
雅乐科技成立于2016年，目前主要的市场在mena（中东北非）地区，旗下主要产品有社交语音软件Yalla和飞行棋游戏Yalla Ludo。截止到Q3，2020，Yalla产品的 MAU已经超过了一千四百万，稳居mena地区社交和棋牌游戏的头把交椅。而雅乐科技公司在今年9月成功在美国上市，成为了阿联酋第一家在纽约证券交易所上市的互联网独角兽。
Yalla Technology was established in 2016, and its main market is currently in the mena (Middle East and North Africa) region. Its products include social voice app Yalla and ludo game Yalla Ludo. As of Q3, 2020, the MAU of Yalla's products has exceeded 14 million, and it is on the top of social and board games in the Mena area. Yalla Technology successfully listed in the United States in September this year, becoming the first Internet unicorn company listed on the New York Stock Exchange in the UAE.
在今年的第三季度，Yalla Group的总营收超过了3300万美金。大家从图中可以看到 在App Annie 10月收入排行榜上也排名前30名。其中Yallaludo在第三季度MAU同比增长了21倍，付费用户数量同比增长了236倍。
In the third quarter of this year, Yalla Group's total revenue exceeded 33 million US dollars. As you can see from the figure, Yalla's revenue ranking on appannie also entered the top 30 in October. Among them, Yallaludo increased by 21 times year-on-year in the third quarter, and the number of paying users increased by 236 times year-on-year.
关于Yalla ludo
About Yalla Ludo
Ludo的玩法类似国内的飞行棋，但是细则上略有不同，也分四个颜色，以最先4个棋子到达终点作为胜利条件。但是在赛道上他会有一个安全区和击飞的设置，保护自己的棋子能够尽可能的在安全区内接近终点，以及在过程中冒险的击杀别人的棋子。这和国内飞行棋单一的模式和获胜条件到底有着很大的区别。
Ludo's gameplay is similar to domestic flying chess, but the rules are slightly different. It is also divided into four colors, and the first four pieces to reach the end are the victory conditions. But on the track, he will have a safety zone and knock-up settings to protect his pawns as close to the end as possible in the safety zone, and risk killing others' pawns in the process. This is very different from the single mode and winning conditions of domestic flying chess.
在Yalla Ludo之前，ludo这类产品在当地已经有多达上百款的竞品。并且已经有两款非常成功的头部产品，Ludo Star以及Ludo King。在沙特地区，Ludo Star之前一直保持在桌面游戏的第一，在畅销总榜上也一直处于前10的地位。
Before Yallaludo, ludo products had hundreds of competing products in the area. And there are already two very successful head products, Ludo star and Ludo King. In Saudi Arabia, Ludostar has always been the number one table game before our products and has been in the top 10 in the best-selling list.
在18年底Yalla Ludo上线的同时，国内其他厂商的相似产品比如YY的Ludo Talent，腾讯的Ludo World都也前后上线加入了这个赛道。
When Yalla Ludo went online at the end of 2018, similar products from other domestic manufacturers such as YY's Ludo Talent and Tencent's Ludo World also went online.
而Yalla Ludo之所以能够脱颖，主要还是得益于公司对阿拉伯地区文化的了解，以及团队强大的本土化能力。
The reason why Yalla Ludo is able to stand out is mainly due to the company's understanding of the culture of the Arab region and the strong localization capabilities of the team.
关于阿拉伯地区
About the Arab region
一般意义上的阿拉伯地区就是波斯湾六国，包括阿拉伯联合酋长国、阿曼、巴林、卡塔尔、科威特、沙特阿拉伯。这些国家有一个重要的特点就是都是伊斯兰国家。
The Arab region in the general sense is the six countries of the Persian Gulf, including the United Arab Emirates, Oman, Bahrain, Qatar, Kuwait, and Saudi Arabia. An important feature of these countries is that they are all Islamic countries.
伊斯兰国家有一个很重要的特点就是神权政体。例如在沙特，古兰经和默罕默德的圣训是国家的执法依据，而不是我们一般常见的宪法。
An important feature of Islamic countries is the theocracy. For example, in Saudi Arabia, the Quran and the Hadith of Mohammed are the basis for law enforcement of the country, not our usual constitution.
而阿拉伯女子日常外出不但要以黑袍包裹全身，严格的而且还要以黑纱遮面。在传统的穆斯林家庭中，当女孩成长到性特征逐渐明显时，只要在公共场所出现，就要戴上黑纱。
Arab women not only have to wrap their bodies in black robe when going out daily, but also strictly cover their faces with black gauze. In traditional Muslim families, when girls grow up to become more sexually apparent, they must wear black veil whenever they appear in public places.
伊斯兰教在沙特是国教，全民信仰伊斯兰，作为教徒一天要祷告五次。按照伊斯兰教义，教徒每天要做5 次礼拜：晨礼、晌礼、晡礼、昏礼、霄礼。不管工作多忙多重要，一到礼拜时间，他们就会放下手头的事情来做礼拜。
Islam is the state religion in Saudi Arabia, and all people believe in Islam. As a believer, you have to pray five times a day. According to Islamic teachings, believers do 5 prayers a day: morning salute, asr salute, asr salute, faint salute, and night salute. No matter how busy or important the work is, when it's time for worship, they will put aside what they are doing to worship.
在伊斯兰教里伊斯兰历的9月是斋月。斋月是属于穆斯林的盛大节日，象征着伟大、喜庆、吉祥和尊贵.在斋月期间，成年的穆斯林须严格把斋，不吃不喝，不吸烟，不行房事等，直到太阳西沉才可以开始进餐。
In Islam, the month of the Islamic calendar is Ramadan. Ramadan is a grand festival belonging to Muslims, symbolizing greatness, celebration, auspiciousness and dignity. During Ramadan, adult Muslims must strictly fast, do not eat or drink, do not smoke, do not have sex, etc., until the sun sets before they can start eating .
在这样的社会环境下，由于这些清规戒律的限制，当地人的一些诉求（比如社交需求）其实是被压抑被限制的。而雅乐科技正是在这样的情况下，遵守当地文化规则的情况下充分发掘并满足玩家的需求取得了成功。
In such a social environment, due to the restrictions of these clear rules and precepts, some of the demands of the local people (such as social needs) are actually suppressed and restricted. And Yalla Technology has succeeded in fully discovering and satisfying the needs of players under such circumstances and complying with local cultural rules.
在演讲的最后阶段，张鹏针对主持人提出的问题，比如中东棋牌市场所处的竞争阶段、中东用户在玩棋牌游戏的特点或习惯以及中东用户付费习惯和行为，进行了回答。需要注意的是，中东地区棋牌市场赛道仍然十分拥挤，比如老牌的ludostar，但是对当地市场和文化的深入理解以及充分本土化工作做好依然存在机遇；
In the final stage of the speech, Zhang Peng answered questions raised by the host, such as the competitive stage of the Middle Eastern chess and card market, the characteristics or habits of Middle Eastern users in playing chess and card games, and the payment habits and behaviors of Middle Eastern users. It should be noted that the chess and card market in the Middle East is still very crowded, such as the old Ludostar, but there are still opportunities for in-depth understanding of the local market and culture and full localization work;
而出海中东地区应该注意的是要符合当地文化的习惯，由于当地居民信仰伊斯兰教，所以得避讳颜色和图案的禁忌，特别是文化禁忌一定要规避。而玩家特点是比较喜欢交流，愿意社交；
And what should be paid attention to when going to the Middle East is to conform to local cultural habits. As local residents believe in Islam, they must avoid the taboos of colors and patterns, especially cultural taboos. The characteristics of players are that they like to communicate and are willing to socialize;
中东用户，特别是阿联酋用户人均付费率较高，有买大额不买小额的消费特点，这一点相对于其它地区玩家也比较特殊。
Users in the Middle East, especially UAE users, have a higher per capita payment rate, and they have the characteristics of buying large amounts rather than small amounts. This is also special compared to players in other regions.
来源：FBEC2020
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