Pocket Gamer Connects Helsinki 2017傳達出的4個信息

Pocket Gamer Connects Helsinki 2017傳達出的4個信息

原作者:Craig Chapple 譯者:Willow Wu

1.通訊應用可能會成爲西方主要遊戲平臺之一

Facebook Messenger和iMessage已經能在app內玩遊戲了,但是這些遊戲都很簡單,不像應用商店裏的那些遊戲比較有內容。這兩款應用並不是特例,還有其它的西方主流通訊應用,比如Telegram, Kik, VK和WeChat也能玩遊戲。

大數據

Quicksave CEO Elina Arponen在演講(主題爲《聊天軟件成爲平臺》)中展現了一組大數據——Facebook Messenger的用戶有13億多,WeChat 9億,Kik 3億,iMessage 2.5億,VK 1億(它剛剛加入了APP內遊戲功能)。

“觀察一下這些通訊軟件是如何獲得增長的,遊戲是如何盈利的,你就能明白爲什麼開發者們想把這二者結合在一起,”Arponen說。

Quicksave利用這次參加PGC的機會,展示了工作室自成立以來的首款聊天APP遊戲——這款遊戲是在Best & Bester IP的基礎上進行更改、適配,Quicksave看中的是通訊APP內遊戲的社交潛力。

Gamee CEO Bozena Rezab也做了演講,主題是《跨平臺遊戲——移動、社交&差異》,她說到一個事實——通訊軟件正在快速增長,在用戶規模上已經超過了社交軟件。

如此龐大的數字再加上游戲登上通訊平臺,這對相關領域的開發者們來說真是喜聞樂見的大好機會。

2.芬蘭是IPO的熱門地

2017年,IPO(首次公開募股)對芬蘭來說是很重要的。

Rovio公司正在爲它的首次大型公開募股做準備,Next Games、Remedy Entertainment和Nitro Games也在籌備,Nitro Games已經在納斯達克First North Sweden上市。

這些公司在PGC和PCC Helsinki大會上都有發表主題演講,我們還邀請到了納斯達克北歐高級董事總經理Erja Retzén女士來展示一些重要的統計數據,分析IPO在芬蘭這麼活躍的理由。

IPO熱點

Retzén透露,在歐洲,Nasdaq Nordic是2016年公司上市最多、募資最多的地方,所有公司都希望在該地區的交易所上市。

2016年在Nasdaq Nordic上市的公司有94個,融資超過78億英鎊,打敗了倫敦證券交易所以及德意志交易所。

Retzén認爲Next Games公司上市是具有里程碑意義的,它是芬蘭第一家上市的遊戲公司。

其它在Nasdaq Nordic交易所上市的公司包括Starbreeze、Remedy Entertainment、Stillfront、Paradox和G5 Entertainment。

Retzén說在First North上市能幫助那些計劃全球擴張的公司提高曝光度以及知名度,同時還有專門的金融顧問提供建議,幫助公司更快更好地發展。

自2006年以來,有超過50家在First North上市的公司順利成長,並且進入了Nordic Main Market。

Skyrim(from gamasutra)

Skyrim(from gamasutra)

3.有影響力的人變得更有影響力

Pocket Gamer Connects Helsinki 2017新加入了名人聚焦環節(Influencer Sessions)。

第一個活動就是我們的“巨星爐邊談話(Superstar Fireside)”,主題是《和有影響力的人物合作——爲了雙邊利益》。

Kukouri的CEO Kim Soares和Roni Back坐在一起,討論要怎麼跟影響人士合作才能把效率最大化。Roni Back是芬蘭最具影響力的人物之一,他們在《像素世界》(Pixel Worlds)上有合作。

多名專業人士出席

Zorka.Mobi Business的開發總監Dmitry Liapin、Chartboost負責歐洲、中東、非洲以及印度地區的總經理Johan Lofstrom、 Matchmade的CEO Jiri Kupiainen和PlayCom的首席銷售經理Olga Wese都跟我們分享了與影響人物合作的經驗。

這一活動的最後討論主題是影響者營銷(influencer marketing),參與嘉賓包括PocketWhale CMO Jean-Philippe Decka、GameInfluencer業務拓展主管Macy Mills、營銷與發展戰略顧問Pascal Clarysse、Matchmade CEO Jiri Kupiainen和高級市場經理Tess Thormodsgaard。

從參加活動、推廣影響者營銷業務以及分享經驗的公司數量可以看出影響者營銷在未來還會持續上升發展,並會在移動營銷和用戶獲取層面起到更強的主導作用。

也難怪PocketGamer.biz的創始公司Steel Media要針對影響者營銷建立一個全新的網站。

4. 手遊產業繼續發展而榜單前排保持穩定

最近這幾年,行業中的變數越來越少了。

大體上說就是暢銷遊戲還是前一年的那幾個,當然偶爾還是會有Pokemon GO以及《皇室戰爭》這樣的現象級遊戲出現,但是Supercell本身就是盈利最高的工作室之一。

而東方市場,比如韓國和中國,像《天堂2:革命》《天堂M》和《王者榮耀》這樣比較新的遊戲佔據了盈利榜的前排位置,而且不斷刷新記錄,但榜單中也不乏那些實力派產品。

持續增長

雖說第一梯隊的遊戲很少有變動,但整個移動市場還是處於快速發展狀態。Rovio公司的Wilhelm Taht在他的開場發言中引用了App Annie的預測——2021年之前,手遊終端用戶收入將增長到1050億美元。

他把這歸因於龐大的智能手機基數(約26億)、F2P遊戲模式的崛起以及日漸提升的在線運營能力。從文化角度上看,手遊也逐漸成爲被大衆所接受的娛樂形式,玩家的支出也在增加。

Rovio公司很晚才進入F2P領域,他們公佈了這一季度的創紀錄性業績,爲其首次公開募股做準備,意在表明他們是一家頗具市場潛力的開發商。

Facebook的小型企業合夥經理(SMB Partner Manager),來自Global Gaming的Morgan Monnet發表了一篇主題爲《手遊的下一階段走向》的演說,他認爲新科技(比如5G)也是引導市場發展的原因之一。

得到關注

儘管平臺負責人和技術公司都在幫助開發商,想方設法讓他們遊戲獲得玩家的注意,但這仍然是個讓人頭疼的問題。

針對這個問題,蘋果公司對iOS11的App Store進行了相關修改,但它能不能幫得上成千上萬的開發者們還得看之後的情況了。

Monnet說除了移動應用商店,聊天類APP比如Facebook Messenger和WhatsApp成爲了新的遊戲平臺,它們逐漸成爲玩家接觸遊戲的主要途徑,同時也可以爲開發者們提供一條新的途徑。

技術公司Megacool也參加了PGC,展示了他們最新的GIF分享平臺,用戶可以截取遊戲動圖通過社交媒體以及聊天APP分享出去。

當然還有前文提到過的,有影響力的人物在移動市場中起到了越來越重要的作用,可以在一定程度上提升遊戲的關注度。

主流國家市場中盈利先鋒雖然很少變動,但是市場中還是會出現現象級產品。通訊類APP逐漸發展爲新的遊戲平臺,它們發展得越好,開發者們的機遇也就越大,自然也能獲得不錯的收益。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

1 Messenger apps look set to become serious games platforms in the West

Facebook Messenger and iMessage already allow you to play games from within the app, although right now they typically don’t provide as in-depth experiences as those you get from the usual app stores.

They aren’t the only chat app players in town though, there are also other messaging apps big in the West like Telegram, Kik, VK and WeChat.

Big numbers

Quicksave CEO Elina Arponen offered the big stats during her talk entitled ‘The chat as a platform’.

Facebook Messenger has surpassed 1.3 billion users, WeChat 900 million, Kik 300 million, iMessage 250 million and VK 100 million (which has just launched a Direct Games service in its messaging app).

“If you look at how messaging is growing and how games monetise, it starts making a lot of sense to put the two together,” said Arponen.

For its part, Quicksave took the opportunity at PGC Helsinki to reveal its first game for chat apps since the studio was formed earlier this year based on the Best & Bester IP, focusing on the social potential of messaging app games.
Gamee CEO Bozena Rezab also presented a session entitled ‘Gaming across platforms – Mobile. Social. Different’, in which she spoke of the fact that messaging apps are experiencing fast growth and have surpassed social networks in audience size.

Such big numbers and the implementation of gaming on these platforms is starting to provide a huge opportunity for developers in this space.

2 Finland is an IPO hotspot

IPOs have been a big thing in Finland in 2017.

There’s Rovio gearing up for its big IPO of course, and there’s also been Next Games, Remedy Entertainment and Nitro Games – the latter of which floated on the Nasdaq First North Sweden.

We had all these companies speaking at PGC and PCC Helsinki, and we even had Nasdaq Nordic Senior Managing Director Erja Retzén offering key stats and reasons for the fervent IPO activity.

IPO hotspot

Retzén revealed that Nasdaq Nordic was the number one hotspot in Europe for new listings and capital raised in 2016, with companies from all over looking to float on exchanges in the region.

It beat London and the Deutsche Börse with more than €7.8 billion in capital raised from 94 listings in 2016.

Retzén called Next Games’ decision to go public a ‘game changer’ in Finland. The studio was the first games company to list publicly in Finland.

Other companies floated on the Nasdaq Nordic exchanges include Starbreeze, Remedy Entertainment, Stillfront, Paradox and G5 Entertainment.

Retzén said a listing on the First North can bring visibility and credibility as companies look to expand internationally, as well as financial advisors exclusively working with smaller growth companies.

Since 2006, more than 50 First North listed companies have grown and migrated to the Main Market.

3 Influencers are becoming more influential

Pocket Gamer Connects Helsinki 2017 saw the introduction of our Influencer Sessions.

First up was our ‘Superstar Fireside’ chat entitled ‘For mutual benefit – Working with influencers’.

Kukouri CEO Kim Soares sat down for with Roni Back, the leading Finnish influencer, which the studio has worked with on their game Pixel Worlds, to discuss the best ways to work with influencers for the most effective campaigns.

Wealth of experts in attendance

But that wasn’t all, we had Zorka.Mobi Business Development Director Dmitry Liapin, Chartboost’s General Manager for EMEA and India Johan Lofstrom, Matchmade CEO Jiri Kupiainen and PlayCom Chief Sales Manager Olga Wese all deliver their own sessions on working with influencers.

The track closed with a panel on influencer marketing, in which the experts shared their experiences in the space, both good and bad.

Panelists included PocketWhale CMO Jean-Philippe Decka, GameInfluencer Head of Business Development Macy Mills, Marketing & Growth Strategy Consultant Pascal Clarysse, Matchmade CEO Jiri Kupiainen and Seriously Senior Marketing Manager Tess Thormodsgaard.

The number of companies both in attendance at the event and promoting their influencer marketing business and/or experiences showed that for mobile, this is an area that continues to grow and become an even bigger part of mobile marketing and user acquisition.

It’s no wonder then that Steel Media, the creator of PocketGamer.biz, is set to launch a brand new website dedicated to the influencer market.

4 Mobile market continues to grow as companies adapt

Typically in recent years, for all that mobile changes, the more things stay the same.

Generally speaking it’s full of the same top grossers year-on-year, though there are some breakthroughs like Pokemon GO and Clash Royale – but notably Supercell is already a top grossing developer.

In Eastern markets like South Korea and China, new games like Lineage 2: Revolution, Lineage M and Honor of Kings have been storming the top grossing charts and shattering records – but still there are many shoe-ins for the top charts.

Continued growth

Despite a relative lack of movement at the top end, the mobile market continues to grow at apace. During his opening keynote, Rovio’s Wilhelm Taht cited App Annie forecasts that mobile game end user revenues could grow to $105 billion by 2021.

He put this down to the 2.6 billion smartphones in the hands of consumers, the free-to-play model, improving live operations expertise, and that players are spending more as mobile gaming becomes a culturally accepted form of entertainment.

The fact that Rovio, after a slow start in free-to-play, has reported record quarters as it gears up for its IPO shows in itself the potential for developers to generate higher revenues in the market.

During a talk entitled ‘Mobile Gaming’s Next Wave’ Facebook’s SMB Partner Manager for Global Gaming, Morgan Monnet, said new technology such as 5G will help drive the market forward too.

Getting noticed

Discoverability remains an issue, though platform holders and tech companies are trying to alleviate issues for developers.

For its part Apple has revamped the App Store in iOS 11 for a much more curated approach, but whether this will help the thousands of developers releasing games remains to be seen.

Monnet said that outside the app stores, new platforms such as chat apps like Facebook Messenger and WhatsApp are becoming the top discovery points for many games, which could offer a new avenue for developers to take advantage of, particularly as they grow as games platforms in their own right.

Tech company Megacool meanwhile was at PGC to show off its new GIF sharing platform, recorded gameplay videos that can be shared across social networks and these chat apps.

And of course, as previously mentioned, influencers are playing an ever-bigger role in mobile marketing which could aid discovery.

There may not be many movers in terms of grossing positions at the top of key global markets, but the market is still seeing a couple mega blockbuster hits. And it seems there’s a rising tide that all developers could benefit from.(source:pocketgamer.biz