2016年(主要針對美國)手遊趨勢報道的8大看點

本文原作者:Joseph Kim 譯者ciel chen

世嘉網絡(世嘉的手遊運營部門)與Sensor Tower合作出爐了2016年手遊趨勢報告。該報告涵蓋了手遊產業的總體以及手遊類型的趨勢。

主要看點1:三大熱門遊戲類型

Top 3 Categories(from gamasutra.com)

Top 3 Categories(from gamasutra.com)

策略類(34%)、博彩類(18%)和解謎類(17%)爲淨收入佔市場份額最多的前三類手遊,它們分別對應下面柱狀圖的藍色、黃色和綠色部分。

主要看點2:《精靈寶可夢》的影響力

Impact of Pokemon GO(from gamasutra.com)

Impact of Pokemon GO(from gamasutra.com)

《精靈寶可夢》(屬於其他類型手遊)自2016年7月發行起,我們可以看到它從策略類手遊(從39%跌至28%)那裏偷走了相當大一部分的市場份額。不過,策略類手遊的市場份額在年底又重新反彈(回到36%),而《精靈寶可夢》則從2016年七月至十二月經歷了收益上相當大幅度的滑跌。

主要看點3:IOS vs. Google Play

 iOS vs. Google Play(from gamasutra.com)

iOS vs. Google Play(from gamasutra.com)

儘管IOS的市場佔有率較低,但其所產生的IAP卻佔了大部分。根據數據統計公司Statista統計,IOS系統僅佔全世界所安裝操作系統的19%,而安卓系統則佔了79%。不幸的是,我沒能找到可以用的美國市場份額數值。IOS在淨收入方面達到了35億美元(56%),相比之下,Google Play淨收入只有27億美元(44%)。(這裏要再次強調的是,這些數據挺適合我們研究手遊的)

主要看點4: 2016年發行的十大熱門遊戲

Top 10 Releases for 2016(from gamasutra.com)

Top 10 Releases for 2016(from gamasutra.com)

根據受益情況來看,《部落戰爭》、《精靈寶可夢》以及《王國紀元》是已發行手遊中的前三名。《精靈寶可夢》的2016年下載量在這十大熱門遊戲中下載量總計中佔37%。最後,十大熱門遊戲中有七款遊戲是屬於已批准IP或者已有IP的擴展遊戲,這表明2016年品牌/IP對遊戲的成功有重大意義。

主要看點5:MZ成爲美國收入第一的發行商

MZ Became #1 US Publisher(from gamasutra.com)

MZ Became #1 US Publisher(from gamasutra.com)

MZ榮升2016年收入排名第一的發行商,其成功主要依仗了《戰爭遊戲》和《雷霆天下》(2015年年底發行的)的良好表現;而《戰爭遊戲》也成爲了美國市場熱門遊戲裏收入最高的手遊作品(2016年收入在美國市場達5.185億美元)。

主要看點6:授權IP手遊 vs. 原創IP手遊

License vs. Original IP(from gamasutra.com)

License vs. Original IP(from gamasutra.com)

相比已授權的品牌IP手遊(截止至12月16日爲止佔美國市場總收入的37%),原創IP手遊(截止至12月16日爲止佔美國市場總收入的63%)在手遊市場繼續佔據着主導地位。然而,品牌授權IP遊戲的收入增長(增長了139%)要遠超過原創IP遊戲(增長了30%)。

主要看點7:AppStore收益集中程度

 AppStore Concentration(from gamasutra.com)

AppStore Concentration(from gamasutra.com)

美國2016年度200款熱門手遊創造了大概66億的年收入。200款熱門手遊中,排名前五的5款遊戲下載量佔比13%,但其收益佔比卻達到28%。

主要看點8:不同排名遊戲的月收入差別

Monthly Revenue by Chart Position(from gamasutra.com)

Monthly Revenue by Chart Position(from gamasutra.com)

跟收入排名100遊戲比起來(平均每月淨利潤僅爲100萬美元左右),收入排名第一的遊戲在2016年創下平均每月約爲4320萬美元的淨利潤。

該報告還進一步對每個類型及子類型的手遊進行分解以分析其趨勢;此外還記錄了各個手遊類型中熱門的作品。

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SEGA Networks (mobile operating division of SEGA) partnered with Sensor Tower this year to present the 2016 Mobile Gaming Trends Report. The report covers the overall and category-focused mobile gaming industry trends.

You can access the full report contents for free from the website here: www.mobilegamingtrends.com.

This post covers some of the key take-aways from the 2016 Mobile Gaming Trends report. The analysis was conducted by studying the universe of mobile games in 2016 that generated at least $250K in net IAP revenue in a single calendar month on both iOS and Google Play. We further segmented the games into categories based on a mobile gaming industry taxonomy which I posted about here: An Open-Source Mobile Gaming Taxonomy.

Key Take-away #1: Top 3 Categories

Strategy (34%), Casino (18%), and Puzzle (17%) comprised the top 3 mobile gaming categories by market share based on net revenue. See blue yellow and green categories below.

Key Take-away #2: Impact of Pokemon GO

The launch of Pokemon GO (in the Other category) saw the game steal significant market share from the Strategy category (drop from 39% to 28%) when it launched in July of 2016. However, strategy recovered by the end of the year (up to 36%) and Pokemon GO saw a fairly sharp decline in revenue from July through December of 2016.

Key Take-away #3: iOS vs. Google Play

iOS generated the majority of IAP revenue despite having much less market share. Statista reports that iOS only held 19% share of worldwide mobile OS installed base compared to Android with 79% share. Unfortunately, I did not find good U.S. market share numbers. iOS accounted for $3.5B (56%) in net revenue compared with $2.7B (44%) for Google Play (again, for mobile games that qualified for our study).

Key Take-away #4: Top 10 Releases for 2016

Clash Royale, Pokemon GO, and Lords Mobile comprised the top 3 mobile game launches of 2016 by revenue. Pokemon GO accounted for 37% of the downloads of all of the Top 10 for 2016. Finally, 7 of the top 10 games were either Licensed IP or Expansion Game IPs showing the importance of brand/IP to game success in that year.

Key Take-away #5: MZ Became #1 US Publisher

MZ became the #1 US mobile game publisher in 2016. Both Game of War and Mobile Strike (released in late 2015) contributed to MZ’s success. Further, Game of War became the #1 grossing game (generating $518.5M in 2016 US revenue).

Key Take-away #6: License vs. Original IP

Original IP games (63% of total revenue in Dec ‘16) continue to dominate the mobile gaming market relative to Branded IP based games (37% in Dec ’16). However, Branded IP games (139% growth) are growing much more strongly than Original IP based games (30% growth).

Key Take-away #7: AppStore Concentration

The Top 200 grossing titles for 2016 in the US generated an estimated $6.6B of revenue in 2016. The top 5 Titles represented a full 28% of revenue amongst the top 200 despite only comprising 13% of the downloads.

Key Take-away #8: Monthly Revenue by Chart Position

The #1 game in the U.S., made an estimated average of $43.2M / Mo. in net revenue in 2016 (U.S. only) compared to only $1.0M / Mo. for the #100 spot.

This report further breaks down each mobile gaming category and sub-category for trends. The top games in each category are also noted.

The categories were defined as below:(source:gamasutra.com