Just about one year since the debut of its first game, Bytedance – the company known for short-video apps Douyin and TikTok – has grown to be the top publisher of hyper-casual games in China.
自首款产品首次亮相以来，仅以短视频应用程序抖音和TikTok闻名的字节跳动就已成长为中国超休闲游戏的顶级发行商。
Now, on the back of its success in the segment – which includes lightweight, replayable games – it wants to enter the hardcore gaming arena and leapfrog the established players. To succeed, Bytedance will have to take on current leader Tencent and longtime runner-up NetEase.
现在，凭借其在这一领域的成功——包括轻量级、可重玩游戏——它希望进入硬核游戏领域，并超越老牌玩家。要想成功，字节跳动必须与目前的领先者腾讯和长期排名第二的网易一较高下。
As the world’s most valuable startup, Bytedance has some crucial advantages as it prepares to shake up the gaming market. Here are the top five reasons why Bytedance could beat Tencent in its own playground.
作为世界上最有价值的初创公司，字节跳动在准备撼动游戏市场的过程中拥有一些至关重要的优势。以下是字节跳动能够在自己的领域打败腾讯的五大原因。
1. Bytedance has demonstrated its ability to innovate
1.字节跳动显示了其创新能力
Founded in 2012, Bytedance has grown rapidly in its eight-year lifespan in the Chinese tech sphere, where search engine Baidu, ecommerce giant Alibaba, and social and entertaining powerhouse Tencent have been dominant. The three, referred to as the Chinese BAT, are often considered China’s versions of Google, Amazon, and Facebook, respectively.
字节跳动成立于2012年，在其进入中国科技领域的八年中发展迅速，其中搜索引擎百度，电子商务巨头阿里巴巴以及社交和娱乐巨头腾讯一直占据主导地位。这三个被称为中文BAT，通常分别被认为是中国版的Google，Amazon和Facebook。
With Bytedance’s private market valuation surpassing US$78 billion in 2018, some have even asked whether Bytedance might take over the B in BAT. Unlike many unicorns, which aim for investment or acquisition from the big three, Bytedance appears to have its own plan to chart its success.
随着字节跳动在2018年的私募市场估值超过780亿美元，一些人甚至问字节跳动是否可能接管中国的百度。与许多以三巨头为目标进行投资或收购的独角兽不同，字节跳动似乎有自己的成功计划。
After experiencing a staggering (惊人的）rise, thanks to Douyin, and established content platform Jinri Toutiao, Bytedance is now also looking for a third growth curve. In the coming years, it’s going to make bigger bets on gaming.
在经历了惊人的增长之后，得益于抖音和已建立的内容平台今日头条，字节跳动现在也正在寻找第三条增长曲线。在未来的几年中，它将在游戏方面下更大的赌注。
2. Bytedance successfully poaches its competitors’ talent
2.字节跳动成功地挖掘了竞争对手的才能
ByteDance has hired more than 1,000 collaborators over the past few months as it schedules to release its first two non-casual games in the spring, both in domestic and overseas markets, according to a Bloomberg report.
根据彭博社的报道，在过去的几个月中，字节头条已经雇用了1,000多名合作者，因为它计划春季在国内和海外市场发布其前两个非休闲游戏。
As part of their aggressive recruiting spree（狂欢）, Bytedance took talent from big-name gaming companies like Tencent, NetEase, and Perfect World.
作为激进的招聘热潮的一部分，字节跳动从腾讯，网易和完美世界等知名游戏公司吸纳了人才。
3. Bytedance has a massive pool of users
3.字节跳动拥有大量用户
Outside of China, TikTok has grown astronomically, beating out Facebook’s Messenger app to become the world’s second most downloaded app, only behind WhatsApp.
在中国以外的地区，TikTok取得了天文数字的增长，击败了Facebook的Messenger应用，成为全球下载量第二大的应用，仅次于WhatsApp。
These platforms can also be indispensable channels for marketing and promotions of new games. Bytedance could try to lure its huge pool of users, over 51% of which are Gen Z, or those born after 1995, to try its games. Additionally, Bytedance manages what’s arguably the world’s best algorithmic recommendation system, which could help the firm quickly gain new users.
这些平台也是新游戏营销和推广不可缺少的渠道。字节跳动公司可以尝试吸引其庞大的用户群来尝试其游戏，其中超过51%的用户是Z世代，即1995年后出生的人。此外，字节跳动管理着可以说是世界上最好的算法推荐系统，这可以帮助公司迅速获得新用户。
4. Bytedance has already conquered the hypercompetitive casual games market
4.字节跳动已经占领了竞争异常激烈的休闲游戏市场
Over 13 games made by Bytedance or in partnership with other publishers became hits in 2019, entering the top 10 most downloaded free games charts in China’s Apple app store.
由字节跳动或与其他发行商合作制作的13款游戏在2019年大受欢迎，进入了中国苹果应用商店中下载次数最多的十大免费游戏排行榜。
Most of these are hyper-casual games that are usually very easy to play and became quickly mainstream. In Bytedance’s push in casual games, it has already proved its capability in marketing and leveraging（充分利用） its huge pool of users.
这些大多数都是超休闲游戏，通常非常容易玩，并很快成为主流。在字节跳动推动休闲游戏发展的过程中，它已经证明了其在营销和利用庞大用户群方面的能力。
5. Bytedance has massive financial resources
5.字节跳动具有巨大的财务资源
Bytedance has not burdened due to its diversified portfolio of businesses. It reportedly raked in 140 billion yuan (US$20 billion) in revenue last year, increasing by 180% year on year, although the firm denied the report, saying that “the figure was not accurate.” Still, considering the numbers from previous years and the firm’s traction in 2019, Bytedance’s revenues might come close to the reported figure.
相比之下，字节跳动由于其多元化的业务组合而不受开发负担。据报道，该公司去年的收入达到了人民币1400亿元（约合200亿美元），同比增长了180％，尽管该公司否认了该报告，并表示“这一数字并不准确”。尽管如此，考虑到前几年的数字和该公司在2019年的吸引力，字节跳动的收入可能接近报告的数字。
Bytedance’s challenges shouldn’t be overlooked
字节跳动的挑战不容忽视
Bytedance is still a novice in developing and operating hardcore games, which have much higher barriers to entry than casual games.
在开发和运营硬核游戏方面，字节跳动仍然是一个新手，硬核游戏比休闲游戏具有更高的准入门槛。
For example, the company lacks well-known intellectual properties (IPs) to make its products stand out. Ips allow a company to adapt games from hit comics or TV shows for gaming design or develop from a self-owned flagship game, such as Tencent’s mobile video game Honor of Kings and the recent hit Call of Duty: Mobile.
例如，该公司缺乏著名的知识产权（IP）来使其产品脱颖而出。 产权允许公司改编热门漫画或电视节目中的游戏以进行游戏设计，或者改用自有的旗舰游戏进行开发，例如腾讯的移动视频游戏《王者荣耀》和最近热门的《使命召唤：移动》。
In addition, the user life cycle of heavy games compared to hyper-casual games are significantly different. Usually, users play a hyper-casual game to kill time, which means companies mainly target new user growth. On the other hand, hardcore games, which have much higher costs of developing, seek to avoid churn.（搅拌）
此外，重型游戏与超休闲游戏的用户生命周期显着不同。通常，用户玩休闲游戏来消磨时间，这意味着公司主要针对新用户的增长。另一方面，开发成本高得多的硬核游戏试图避免流失。
Analysis – Page 1
1. Debut = 首次（亮相）
例句(illustrative sentences):
a) This was his sporting debut.
这是他的体育处子秀。
b) Her debut album comes out this week.
她的首张专辑本周发行。
2. Hyper-casual games = 超休闲游戏
例句(illustrative sentences):
a) Hyper-casual games are always free.
超级休闲游戏始终免费。
b) Even kids can play this hyper-casual game.
即使孩子也可以玩这种超休闲游戏。
3. On the back of = 依靠
例句(illustrative sentences):
a) The firm is riding on the back of its previous successes.
这个公司依靠过去的成功。
b) The business is riding on the back of established firms.
业务依靠成熟的公司。
4. Leapfrog = 跃升
例句(illustrative sentences):
a) They leapfrogged from 10th place to 1st place.
他们从第10位跃升至第1位。
b) She just leapfrogged the queue.
她只是越过了队列。
5. Unicorn start-ups = 独角兽创业公司
例句(illustrative sentences):
a) Unicorn start-ups must be valued at $1 billion.
独角兽初创公司的估值必须达到10亿美元。
b) Unicorn start-ups aren’t always successful.
独角兽创业公司并不总是成功的。
6. Acquisition = 收购
例句(illustrative sentences):
a) The company just made another acquisition.
这个公司刚刚进行了另一笔收购。
b) His latest acquisition was a sports car.
他最近收购的是一辆跑车
7. Poaches = 偷/挖走
例句(illustrative sentences):
a) The company poaches its rivals’ workers.
公司挖走竞争对手的工人们。
b) He always poaches my ideas.
他总是拿走我的想法。
8. Spree = 疯狂
例句(illustrative sentences):
a) Let’s go on a shopping spree!
让我们疯狂购物！
b) He’s gone on a mad spending spree.
他开始了疯狂的消费。
9. Pool = 群
例句(illustrative sentences):
a) The pool of athletes competing are very competitive.
这群运动员竞争非常激烈。
b) Their pool of users are all over 60s.
他们的用户群都超过了60岁。
10. Gen Z = Z世代
例句(illustrative sentences):
a) Gen Z are the first generation to grow up with technology.
Z世代是随着技术成长的第一代。
b) Gen Z were raised on the internet and social media.
Z世代在互联网和社交媒体上成长。
11. Diversified portfolio = 多元化投资组合
例句(illustrative sentences):
a) Your investments should be in a diversified portfolio.
你的投资应在多元化的投资组合中。
b) They had an impressive diversified portfolio of stocks.
他们拥有令人印象深刻的多元化股票投资组合。
12. Raked in = 收入
例句(illustrative sentences):
a) The movie raked in more than £100 million
电影院收入超过1亿英镑。
b) Farming raked in profits thanks to the good weather.
由于天气良好，农业获利丰厚。
13. Traction = 关注
例句(illustrative sentences):
a) For your idea to gain traction you need to work hard.
为了使你的想法受到关注，你需要努力工作。
b) The business is starting to gain traction.
企业开始受到关注。
14. High barriers to entry = 进入门槛很高
例句(illustrative sentences):
a) There are high barriers to entry because of rules and regulations.
由于规章制度，进入门槛很高。
b) There are high barriers to entry, but it’s still profitable to enter the market.
进入门槛很高，但进入市场仍然有利可图。
15. Intellectual properties (IPs) = 知识产权
例句(illustrative sentences):
a) Companies can protect their intellectual property with patents.
公司可以通过专利保护其知识产权。
b) The firm infringed their intellectual property.
公司侵犯了他们的知识产权。
16. Stand out = 脱颖而出
例句(illustrative sentences):
a) We all like to think we stand out.
我们都喜欢认为自己脱颖而出。
b) It’s hard to stand out in such a competitive market.
在如此竞争激烈的市场中很难脱颖而出。
类似的短语(similar phrases)
Stand out from the crow = 在人群中脱颖而出
a) We all like to think we stand out from the crowd.
我们都喜欢认为我们在人群中脱颖而出。
b) It’s hard to stand out from the crowd in such a competitive market.
在如此竞争激烈的市场中很难脱颖而出。