多名開發者談如何設計出對印度市場有效的盈利機制

原作者:Matt Suckley 譯者:Willow Wu

App Annie預測印度的遊戲市場收入在2020年前會達到11億美元,但是距離那個目標還是有很長一段距離。

儘管越來越多的人用電子錢包付款,移動網絡覆蓋率提升,但是印度的絕大多數羣衆還是不願意把錢花在手機遊戲上。

看起來主要問題還是出現在文化方面,這需要花上相當長的一段時間才能解決。

然而,印度的手遊市場規模之龐大意味着這裏還有利潤可挖。但是要怎麼才能在印度手遊玩家中盈利呢? 對此,我們諮詢了印度的業內人士:

在印度手遊市場中,哪種盈利機制對你來說是最有效的的呢?

Teen Patti (from pocketgamer.biz)

Teen Patti (from pocketgamer.biz)

Hrishi Oberoi(Photon Tadpole的創始人)

我只能根據我個人的經驗來談談。就印度的付費遊戲來說,很明顯在這裏玩家的個人消費比其他國家的少很多,導致了每次點擊產生的廣告費也相對較少。

然而,印度的玩家數量是比其他國家多很多的,所以在你思考這個遊戲計劃盈利多少之前,不要忘記斟酌這二者之間的平衡關係。

過去,我們的安卓板球遊戲登上了最熱門的100個遊戲榜單,(遊戲邦注:日活躍用戶數量有1萬)每天,光靠廣告我們每天就能賺100-300美元。

要記住,這個數字還能繼續往上走,取決於廣告能不能很好地融入到遊戲中,還有廣告平臺提供給遊戲的廣告質量如何。

後者通常需要對廣告平臺進行長期的關係直接管理。

我們也知道這個級別的下載量(熱門免費遊戲榜80-100名)跟前10的差距很大。

我們也瞭解到當一個遊戲能夠排進前10,伴隨大量的玩家重返遊戲,僅僅廣告收益每天就有1500-2000美元。

只用IAP能夠在印度盈利多少錢,這個問題有很多爭論。至於實際數字,還不算糟糕——好吧,這要取決於你自己對糟糕的定義了。

我能說的就是,在收益最高的遊戲榜單中,排名50-70的遊戲每天可以賺200-300美元。

在iOS平臺上的數字也是差不多的,所以如果開發者能夠將可靠的分銷渠道和優秀的盈利設計融入到遊戲中,並且在安卓和iOS平臺都能進入到收益排行榜前75,那麼單靠IAP很容易就可以日賺400-600美元。

但是前10又是完全不一樣的。只看安卓這邊,排第10名的遊戲一天可以賺1500美元,而排第1的有可能每天能賺到7000美元。

話雖如此,沒有其他印度遊戲(除了Teen Patti)能夠成功打入安卓遊戲收益榜前50。

甚至連Nazara旗下的Chhota Bheem這種持續佔據熱門免費遊戲的冠軍位置的遊戲,也還是進不了收益榜單的前50(更別說前10了)。

所以,對於那些打算通過IAP在印度市場收穫可觀盈利的開發者們,遊戲裏面的盈利設計需要做的像Clash of Clans或者Teen Patti那樣出色。

我們過去還有嘗試過其他的盈利手段像是贊助整合、一次性交易、嵌入式交易、針對某個設備的先試後買、和分銷商直接交易、第三方分銷商店等等,這些都成功了。

這些全都是純粹的商務事項,取得成功還需要持續的關注和穩定的銷量。

對於開發者們來說,有件很重要的事情需要記住:一旦他們有了熱門遊戲(就是有上百萬個玩家玩過這個遊戲),他們就知道這遊戲有銷路。

從這時開始,往前的路就是純粹的商業拓展和銷售工作了。

這些方法統統結合起來,就是一個能在印度的安卓和iOS市場都能上榜的熱門遊戲,利用IAP和廣告都能盈利,給開發者帶來可觀的利潤。

顯然,相較在其他至少20-30個國家盈利最多的遊戲,同樣排位,在印度還是會少賺很多,更別跟那些在全球範圍內都暢銷的遊戲的盈利數據總和比了。

但是如果小型開發團隊可以打進印度收益最高排行榜的前10,哪怕是前50,肯定就會有切實可行、能夠持續發展的商業目標, 而且這也有助於實現這句古諺:“如果你打算做一件事情,那就把它做好”。

我相信如果在初期階段你能取得一些小小的成功,那麼這些成功將會引領你走向更大的成功,如果開發者成功地在印度做出了最暢銷的遊戲,那麼它就能幫助這些開發者做出在全球市場都能暢銷的好遊戲。

Joel Johnson(來自DigiKhel公司)

大多數本地開發者在盈利的驅使下選擇了投放廣告,因此他們很注重下載量,把它看作是實現目標的一種途徑。

在印度,幾乎沒有人可以通過應用內付費得到鉅額收入,就算是主流的社交賭博遊戲也沒有辦法。

目前,他們並沒有向世人公開盈利方法,考慮到他們面臨的激烈競爭環境,也不太可能公開討論這事,即使是在早期階段,從分享知識的角度也不行。

話雖如此,但其實就跟其它F2P應用一樣,盈利的方法顯而易見。

如果有人想要了解印度遊戲行業中盈利的一貫手法,有個好消息就是你只要把全部,或者是隨便幾個遊戲玩上快一個月就應該可以很容易地看明白近期行業中所使用的方法。

還有,鑑於收入的主要部分來自那些拼命砸錢的玩家,我們其實應該好好考慮多下點功夫,我建議至少多投點錢。用50000盧比(大約780美元)來感受下那些一擲千金的玩家經歷的遊戲旅程。

討論完印度市場暢銷遊戲中的淺顯部分,這裏還有幾個選項給那些想要優化盈利機制的人:

在內購商店中提供低折扣的特供商品。
在遊戲中提供不同的版式,讓玩家感受到更多樂趣。這通常會激勵玩家花更多時間在遊戲上,消費的可能性也就隨之提高了。

我在本土遊戲中看到的具體概念就是成爲遊戲虛擬貨幣的中間商。

幾乎所有的本地暢銷應用都有同樣一種做法就是用戶購買大量的物品然後跟朋友分享。

這是一個能夠克服印度市場在線支付壁壘的好辦法。

你的朋友也許非常想要內購物品,他願意把現實貨幣轉給你,然後你代替他完成線上交易。

Nalin Savara(Darksun Technologies的CEO&技術負責人)

對於Darksun Tech來說,最有效的盈利機制就是創造出令玩家滿意的內容,嵌入合理(不是一直重複)數量的廣告,把重點放在遊戲玩法和下載量上,讓它們帶動廣告投入。

以前在諾基亞商店中,我們的下載量是個鉅額數字,在那個時代廣告是個很好掙錢的方法。

現在在谷歌商店,我們意識到在印度市場,不管是應用內付費還是看廣告得獎勵都不是之前諾基亞商店用過的方法,因此我們把目光聚焦在全球用戶而不單單是印度市場,以此來帶動盈利。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信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.

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.

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.

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.

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