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手游市場(chǎng)收入創(chuàng)新高,比肩全球電影票房

手游市場(chǎng)收入創(chuàng)新高,比肩全球電影票房

Dean Takahashi 2017-02-09
隨著消費(fèi)者花在手游上的時(shí)間越來(lái)越長(zhǎng),手游開(kāi)發(fā)商和營(yíng)銷(xiāo)商預(yù)計(jì)也將有更大的機(jī)會(huì)利用這種趨勢(shì)生錢(qián)。

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據(jù)研究公司SuperData Research和Unity Technologies聯(lián)合進(jìn)行的一項(xiàng)研究顯示,2016年,全球手游市場(chǎng)的營(yíng)收入達(dá)到了創(chuàng)記錄的406億美元,基本上與同期的全球電影票房收入持平。

手游市場(chǎng)目前已經(jīng)占據(jù)了全球數(shù)碼游戲市場(chǎng)的半壁江山。今年的熱門(mén)手游包括《Pokémon Go》和《Super Mario Run》等。此次發(fā)布的調(diào)查報(bào)告涵蓋了手游、移動(dòng)VR和總體VR市場(chǎng),并且首次同時(shí)采用了這兩家公司的數(shù)據(jù)。

SuperData Research公司的研究與戰(zhàn)略副總裁斯蒂芬妮·利亞馬斯表示:“全球手游市場(chǎng)的可持續(xù)增長(zhǎng)也正在促進(jìn)傳統(tǒng)媒介游戲的手游化。手游市場(chǎng)的規(guī)模也吸引了業(yè)內(nèi)領(lǐng)先企業(yè)紛紛采取動(dòng)作,比如動(dòng)視暴雪收購(gòu)了手游公司King,騰訊收購(gòu)了手游公司Supercell(即《部落沖突》的開(kāi)發(fā)商)等等?!?

亞洲是目前全球最大的手游市場(chǎng),2016年,亞洲手游市場(chǎng)的營(yíng)收入達(dá)到248億美元,而北美和歐洲市場(chǎng)的營(yíng)收入分別只有69億和57億美元。

如今,美國(guó)人花在手游上的時(shí)間已經(jīng)超過(guò)了在Netflix、Hulu和YouTube上看視頻的時(shí)間。2016年他們?cè)谑钟紊系幕ㄤN(xiāo)也比上年增長(zhǎng)了5%。兩家研究公司認(rèn)為這一開(kāi)銷(xiāo)還將繼續(xù)上漲。

Unity Analytics公司總經(jīng)理約翰·程指出:“玩家現(xiàn)在安裝的應(yīng)用比以往任何時(shí)候還多,而且比起看電視和網(wǎng)絡(luò)視頻,他們現(xiàn)在更喜歡玩手游。他們平均每周有六天都在玩手游,而只有五天會(huì)看視頻。在不同的手機(jī)和VR平臺(tái)上,用戶(hù)對(duì)手游的參與度的增長(zhǎng)都是非常顯著的。在可預(yù)見(jiàn)的將來(lái),這種增長(zhǎng)趨勢(shì)還會(huì)繼續(xù)下去?!?

2016年,用戶(hù)玩手游的時(shí)間在iOS平臺(tái)上增長(zhǎng)了12%,在Android平臺(tái)上增長(zhǎng)了9%,每名玩家平均每天要玩30分鐘的手游。隨著消費(fèi)者花在手游上的時(shí)間越來(lái)越長(zhǎng),手游開(kāi)發(fā)商和營(yíng)銷(xiāo)商預(yù)計(jì)也將有更大的機(jī)會(huì)利用這種趨勢(shì)生錢(qián)。

這份研究報(bào)告還發(fā)現(xiàn),58%的手游玩家喜歡玩解謎游戲,40%的玩家喜歡玩動(dòng)作游戲,26%的玩家喜歡玩策略游戲。解謎游戲一般不要求高水平的圖像處理能力,也比較適合在出行的路上玩耍。

不過(guò)如果按裝機(jī)量計(jì)算,動(dòng)作游戲則占到了手游裝機(jī)量的30%,而解謎游戲只占14%。和解謎游戲不同的是,動(dòng)作游戲很快就能過(guò)關(guān),而且它的玩家保持率也能達(dá)到解謎游戲的70%。

美國(guó)是唯一一個(gè)iOS玩家多于Android玩家的國(guó)家。Android游戲占據(jù)了全球手游市場(chǎng)78%的份額,但iOS平臺(tái)貢獻(xiàn)的營(yíng)收入總體上還是要超過(guò)Android平臺(tái)。

在美國(guó),對(duì)于開(kāi)發(fā)者來(lái)說(shuō),每名iOS玩家貢獻(xiàn)的營(yíng)收入平均要超過(guò)Android玩家45%。但是在中國(guó),Android玩家的價(jià)值則達(dá)到了iOS玩家的8倍。

2016年,印度尼西亞手游市場(chǎng)的廣告價(jià)值猛增了三倍,手游裝機(jī)量上漲了192個(gè)百分點(diǎn)。印尼手游玩家在手游上的花銷(xiāo)平均也比印度玩家高出84%,因此為開(kāi)發(fā)者帶來(lái)了無(wú)可爭(zhēng)議的商機(jī)。

另外,用戶(hù)對(duì)虛擬現(xiàn)實(shí)(VR)的參與頻率甚至超過(guò)了游戲、電影和電視。移動(dòng)VR用戶(hù)平均每月會(huì)玩48次VR,而PC或游戲機(jī)用戶(hù)平均每月會(huì)玩36次VR。

2016年VR市場(chǎng)的總營(yíng)收為18億美元,共售出VR設(shè)備630萬(wàn)臺(tái)。三星的Gear VR由于相對(duì)Oculus等高價(jià)競(jìng)爭(zhēng)對(duì)手的進(jìn)入壁壘較低(加之價(jià)格優(yōu)惠力度大),因此以450萬(wàn)臺(tái)的銷(xiāo)量領(lǐng)跑VR市場(chǎng)。(財(cái)富中文網(wǎng))

作者:Dean Takahashi

譯者:樸成奎

Mobile games hit a new record by generating more than $40.6 billion in worldwide revenue in 2016, up 18 percent from a year ago, according to research by SuperData Research and Unity Technologies. That money is equal to all global movie box office sales during the same time, the companies said.

Mobile games now account for half of the entire global digital games market. The year’s big hits included new titles such as Pokémon Go and Super Mario Run. The report examines the combined mobile, mobile VR, and overall VR markets, and it’s the first to use data from both companies.

“The sustained growth of the global mobile games market is helping to legitimize games in the traditional media landscape,” says Stephanie Llamas, the vice president of research and strategy of SuperData Research, in a statement. “The size of the market is also attracting the leading players in the gaming market, as can be seen with Activision’s Blizzard deal to buy King and Tencent acquiring Supercell.”

Asia represents the largest mobile games market in the world, producing $24.8 billion in revenue in 2016, while North America and Europe generated $6.9 billion and $5.7 billion respectively.

Americans now play mobile games more often than they watch Netflix, Hulu, or YouTube. They spent 5 percent more in 2016 versus 2015, and the companies believe that number will continue to rise.

“Players are installing more apps than ever and are more engaged with mobile games than TV and online videos,” said John Cheng, general manager of Unity Analytics, in a statement. “They play six days a week and watch content only five. It’s been phenomenal to watch engagement on the different mobile and VR platforms grow, and that trend will continue to increase in the foreseeable future.”

During the year, time spent on mobile games grew by 12 percent on iOS and 9 percent on Android respectively, with gamers averaging almost 30 minutes of play time each day. As consumers continue to spend more time playing on mobile devices, the companies expect mobile gaming will continue to give marketers and developers an even greater opportunity to monetize this trend.

In other details, the report found 58 percent of mobile gamers play puzzle games, compared to 40 percent who play action games and 26 percent who play simulation games. Puzzle games don’t require high-level graphics and are ripe for on-the-go play.

However, action games represent 30 percent of the share of game installs by genre, while puzzle games represent 14 percent. Unlike puzzle games, action games are quick to play through, and retain players at 70 percent the rate that puzzle games do.

The U.S. is the only country with more players on iOS than Android. Android gamers represent 78 percent of the global market, but iOS continues to yield higher spending overall.

In the U.S., developers made on average 45 percent more on a player using iOS over Android, but in China, Android players were worth eight times more than those on iOS.

Indonesia tripled its potential for advertisers, seeing a 192 percent increase in installs in 2016. Spenders also play 84 percent more than the average Indian player, creating an undeniable opportunity for developers.

Users engaged with virtual reality more often than they did with games, movies, or TV. Mobile VR users engaged in 48 sessions per month, while PC/console users engaged in 36 sessions per month.

Total VR revenue in 2016 was $1.8 billion, with 6.3 million devices sold. Samsung Gear VR came out as the leader with 4.5 million devices sold due to a low barrier to entry (and promotional deals) as compared to high-price competitors like Oculus.

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