開發者談如何爲印度市場做有效的遊戲設盈利模式設計

本文原作者:Matt Suckley 譯者ciel chen

App Annie預測,印度遊戲收入將在2020年達到11億美元,但是在那之前,印度遊戲還有很長的路要走。

儘管印度的去貨幣政策和數字支付的努力加速了移動網絡的發展覆蓋,但大部分印度人仍舊不願意爲手遊掏腰包。

這其中的核心問題還是跟文化有關,對於印度來說,這種觀念的轉換似乎需要相當長的一段時間來過渡。

然而,印度手遊市場規模的龐大意味着這是一個有利可圖的市場。但是要如何做才能在印度手遊玩家賺到錢呢?我們詢問了我們的印度專家:

對您來說,在印度手遊市場,什麼樣的盈利模式最能帶來豐厚的收入?

Teen Patti (source:pocketgamer.biz)

Teen Patti (source:pocketgamer.biz)

Hrishi Oberoi(Photon Tadpole的創始人)

我只能從我以前的經驗的角度談談這個問題。就目前印度遊戲盈利模式而言,可以很清楚地知道當地的每用戶花費比其他國家要少得多,因此每點擊的廣告費用也就低了很多。

然而,印度的用戶數量卻比其他國家要多很多很多,所以要平衡這兩者(用戶數量和每用戶花費)之前要先思考你的遊戲要賺多少錢。

過去,當我們曾經在安卓平臺上發行的板球遊戲進入了遊戲榜單前100名時(總共約10000個遊戲),我們每天在光靠廣告能賺上100到300美元。

記住,根據廣告融入遊戲的方式和網絡提給供遊戲的廣告質量不痛,這個數字是有上升空間的。

保證廣告質量總是需要開發者同廣告網絡保持直接緊密的聯繫。

我們也知道,這種級別的下載次數(在免費遊戲排行榜的80-100名),跟那些排名前十的差得遠了。

我們還知道,當遊戲能進入到排行榜前10,並擁有大量的迴歸玩家的時候,這些遊戲光靠廣告每天可以賺到1500至2000美元。

對於IAP爲印度遊戲帶來多少收益一直都有很大的正義,而且這個領域裏也有數量可觀的不差的遊戲——好吧,這取決於你對“差”的定義是什麼了。

我們現在能告訴你們的就是,我們知道在安卓平臺上,能在遊戲熱門排行榜上排50到75名的遊戲每天可以收入200到300美元。

我們在IOS平臺上也看到了相似的數字,也就是說,如果一名開發者能開發出一款具備良好分銷渠道和足夠好的遊戲運營模式設計,併成功地擠入iOS和安卓平臺的排行榜前75名,那麼他們一天光靠IAP就能賺400到600美元。

而排名前十的熱門遊戲就是另外一個全新的局面了。光是安卓平臺,一款排在第十名的遊戲就可以一天收入1500美元,而第一名一天的收入可能近7000美元。

話雖如此,然而沒有其他印度遊戲(除了《Teen Patti》的遊戲之外)進入過安卓熱門遊戲榜的前50過。

甚至是Nazara的《Chhota Bheem》作爲免費遊戲排行榜第一名的遊戲,都沒能擠入熱門遊戲的前50名(更別說前十了)。

所以,對於開發者來說,要真的做到在印度用IAP盈利模式來賺取可觀的收入,那這種設計必須做到跟《部落衝突》或者《Teen Patti》一樣有競爭力才行。

另外,我們過去還成功地進行過一些其他的運營模式的嘗試,包括像贊助的集成、一次性交易、嵌入式交易、在特定設備上的試用與購買、與高級分銷商、第三方分銷商進行直接交易等等。

這些一切都是純商業化發展的工作,需投之以持續的專注力和牢靠的銷售計劃才能達成。

對開發者來說,要記住的最重要一點是——一旦他們的遊戲變得流行起來(即擁有數百萬用戶的遊戲),他們就知道這款遊戲的需求已經得到了證實。

而接下來,他們想要讓這款遊戲獲得成功需要的就是純商業化的發展和銷售工作。

把上述的各種盈利方式相融合——開發出一款運營模式設計合理,做到同時發行在iOS和安卓平臺,並使用兩種盈利模式:IAP和廣告——這樣的印度遊戲是有可能帶來可觀收入的。

很明顯,一款排在印度熱門遊戲榜榜首的遊戲跟其他至少20-30個國家榜首熱門遊戲相比,所能給你帶來的收入要少很多,更別說跟獲得全球範圍成功的其他國家遊戲相比了。

但是如果小型遊戲遊戲開發者們可以做出躋身印度熱門遊戲的前十名,甚至只要是前50名,這樣他們就一定會有一份有可行性並且有可持續發展性的業務可以做,然而在這條漫長的路上,他們會身體力行地去證明那句古語:“不管什麼事,既然要做,就要做得好。”

我相信,如果你一開始能取得一些小成功,那這些小成功將指引你通往更大成功的道路——這對印度遊戲開發屆來說,如果有開發者能成功地創作印度第一的遊戲,那這樣的戰績將會帶領他們創作出國際上的成功遊戲。

Joel Johnson(來自DigiKhel)

大部分在盈利目標驅使下的本地開發者都選擇了找尋廣告贊助作爲自己的遊戲的主要盈利方式,於是他們就把重心放在了下載量上來以達成自己的盈利目標。

然而,在印度手遊界,很少有遊戲能從IAP的盈利方式獲得非常豐厚的收入,能在IAP上有可觀收入的主要都是社交賭博類遊戲。

目前爲止,還沒有公開的聲明或者正式信息表明他們是如何盈利的,而且考慮到他們互相之間的激烈競爭關係,似乎不太可能會有公開對這個話題的討論——即使只是在這樣一個初期的知識共享角度的看來也是如此。

話雖如此,就像所有其他的F2P遊戲一樣,遊戲所採取的盈利方式還是非常明顯的。

如果你想了印度典型的手遊盈利方式,那有可以告訴你的好消息是——任何/所有遊戲,你只要一直玩,不超過一個月,你就會很輕易地知道它們現在所使用的盈利方式是什麼了。

並且,考慮到遊戲營收中很大一部分是來自那些財大氣粗的玩家,作爲我們這些費付費玩家當中富有冒險精神的人,有很大的必要考慮花一大筆錢——我想至少要5萬盧比(約780美元)——來去了解一下那些有錢任性的玩家的遊戲體驗。

根據觀察印度最熱門遊戲,以下是一些我們認爲可以幫助實現有效盈利的方法:

在應用內商店裏提供一些特殊優惠的折扣

遊戲中有多種遊戲形式,這樣玩家玩的更加愉快——這通常會讓玩家在遊戲上花更多的時間,因此這將大程度影響玩家遊戲內的購買可能性。

我在印度本地遊戲圈中瞭解到了一種特定的概念——成爲遊戲內貨幣的中間商。

幾乎所有的印度本地熱門遊戲都有一種讓用戶購買大量貨幣並可以和朋友分享等量貨幣的方式。

這是可以克服印度在線支付障礙的一種好辦法

這樣你的婆呢個有就真的會想去遊戲裏購買點什麼,並且會願意給你真實貨幣來讓你替他們進行網上購買。

Nalin Savara(Darksun科技公司的CEO和技術總監)

對我們Darksun科技公司來說,經證明有效的盈利機制就是——創作讓玩家滿意的遊戲內容,加入合理數量(不煩人的)的廣告並把焦點集中在遊戲玩法和與下載量掛鉤的廣告事宜上。

我們曾經在諾基亞應用商城時代是擁有大量的下載量的,而且那時候靠廣告掙得的收入還挺可觀的。

現在在Google Play平臺,我們意識到印度市場——無論是IAP還是獎勵性廣告視頻——都跟過去的諾基亞商城時代不再一樣了,所以我們把盈利的重心放在了國際用戶上,而不是印度市場。

本文由遊戲邦編譯,轉載請註明來源,或者諮詢微信zhengjintiao

App Annie predicts that Indian gaming revenues will reach $1.1 billion by 2020, but there’s a long way to go yet.

Despite demonetisation and the rise of digital payments oiling the wheels and mobile network coverage also improving, the vast majority in India remain unwilling to spend money on mobile games.

The central issue is a cultural one, it seems, and something that will take a considerable amount of time to overturn.

However, the sheer size of India’s mobile games market means that there is still money to be made in the margins. But how does one go about monetising Indian mobile gamers? We asked our Indian Mavens:

What monetisation mechanics have proven most fruitful for you in the Indian mobile games market?

Hrishi Oberoi Founder Photon Tadpole

I can only speak from my past experiences. As far as monetising games in India is concerned, it’s clear that that the per user spend is much less than it is in other countries and therefore the advertising rates are also lower per click.

However, the number of users are generally a lot more so there is that balance to remember before thinking about how much money your game is going to make.

In the past, when our previous cricket games on Android have hit the Top 100 Games list, (i.e. overall DAUs of about 10,000) we have managed to make at least $100 to $300 per day on advertising only.

When a game hits the top 10 in India, it can make $1,500 to $2,000 per day in advertising alone.HRISHI OBEROI

Keep in mind that this number can also increase depending on how well the advertising has been integrated into the game and the quality of ads that the ad networks are providing the game.

The latter usually requires a lot of consistent relationship management with the ad networks directly.

We also know that the number of downloads at this level (80th to 100th rank in the Top Free Games chart), is much lower than the number of downloads in the top 10.

We’ve also seen that when a game hits the top 10 games list, along with a good number of returning players, games can make $1,500 to $2,000 per day in advertising alone.

There is a lot of contention on the IAP front in terms of how much money games can make with only IAP in India, and the numbers there too are not bad – well, depending on what would be your definition of bad.

All I can say is that we’ve seen games on Android in the 50th to 75th positions of the top grossing games charts make $200 to $300 a day.

We’ve seen similar numbers on iOS as well, so if a developer has a game with solid distribution and good enough monetisation design built into the game to manage to hit the top 75 grossing charts in both Android and iOS, they could easily make $400 to $600 a day on IAP alone.

The top 10 grossing is a whole new ball game though. On Android alone, a game in the 10th position could make as much as $1,500 a day and the number one game on the chart could possibly make close to $7,000 a day.

Having said that, no other Indian game (besides the Teen Patti games) have managed to crack even the top 50 grossing games on the Android charts.

Teen Patti is a consistent feature in India’s top grossing games
Even Nazara with their Chhota Bheem games that consistently crack the number one position on the Top Free Games charts, have not managed to crack the top 50 grossing (let alone the top 10).

So, for developers to actually make substantial revenues using IAP monetisation in India, the design of the monetisation in their games needs to be as aggressive as Clash of Clans or Teen Patti.

A few other monetisation methods that we’ve attempted successfully in the past include avenues like: sponsorship integration, one-off deals, embed deals, try and buy on specific devices, direct deals with premium distributors, third-party distribution stores, etc.

All of this is pure business development work, requiring a constant focus and a solid sales initiative to make it successful.

The important thing for developers to remember here is that once they have a popular game (i.e. a game that is being played by millions of users), they know that there is a proven demand for that game.

If small devs can break the top 50 grossing charts in India, that is certainly a viable business.HRISHI OBEROI
The act of making it successful from that point onwards is a pure business development and sales job.

All those avenues combined – a game which is monetising well in India on both the Android and the iOS charts as well as on both avenues of monetisation, i.e. IAP as well as advertising – could make some significant revenues.

Clearly, being number one on the Indian grossing charts will get you a lot less revenues than being number one in the top grossing charts of at least 20 to 30 other countries, and definitely less than the combination of all other countries by being globally successful.

But if small devs can break the top 10 grossing charts or even the top 50 grossing charts in India, there is certainly a viable and sustainable business to be made and it would go a long way to proving the old adage: “If you’re going to do one thing, do it right”.

I believe that if you can get small successes first, these lead the way to bigger success and in this case, if a developer manages to successfully create a number one game in India, it will lead the way for them to create globally successful games.
Joel Johnson DigiKhel

Most local developers who are driven by monetisation targets have chosen to go after ads, and hence focused on high downloads as a means to achieve it.

There are very few who’ve generated significant revenue from in-app purchases within mobile games in India, and these are predominantly social casino titles.

So far, there have been no public statements/sessions regarding how they monetise, and given the high competition they face with each other, it’s unlikely that these will be publicly discussed – even from a knowledge sharing perspective at this early stage.

Having said that, like all other F2P titles, the methods of monetisation are very visible.

If one is looking to understand the typical methods to monetise in India, the good news is that playing any/all of these titles for less than a month should easily surface the methods being used currently.

Also, given that a large share of revenue comes from high-roller players, the adventurous ones amongst us should strongly consider spending a good amount – I’d suggest at least Rs. 50,000 (c.$780) – to understand the experience that a high roller might go through.

Going by what is visible in the top grossing games from India, here’s a few options of what can help with effective monetisation:

Special offers at a good discount from what’s available in their in-app shops.

Different formats within the game, so players have more fun. This usually results in spending more time, and therefore a greater likelihood of situations that influence purchase.
Almost all top-grossing local titles have a way of sharing currency.

Something specific I see in locally developed games is the concept of being a middleman for in-app currency.

Almost all the top-grossing local titles have a way of users purchasing for high amounts and sharing the same with friends.

This is a good way to overcome the barriers to online payment in India.

A friend of yours may really want to make in-app purchases, and is willing to give you hard currency in exchange for you making the online purchase on their behalf.

Nalin Savara CEO and Technical Director Darksun Technologies

For us at Darksun Tech, the monetisation mechanics that proved effective were to create compelling content, put in a reasonable (but non-irritating) number of ads and focus on letting gameplay and downloads drive ad engagement.

We had a massive number of downloads during the era of the Nokia store, and at that time advertisement revenue was a fairly good way to make money.

On Google Play, we have realised that the Indian market – whether for in-app purchases or for rewarded advertisement videos – is not what it used to be on the Nokia store, and so we focus on international customers rather than on the Indian market to drive monetisation.(source:pocketgamer.biz