2020 super leisure mobile travel global data report From Facebook
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The following is the 2020 super leisure mobile travel global data report From Facebook recommended by recordtrend.com. And this article belongs to the classification: Mobile games.
In fact, they say they like the game for social and emotional reasons, such as sense of achievement, self-expression and unique play. Although super casual gamers prefer stand-alone to other categories of users, they also have more social needs in these games.
Super leisure game players are more reluctant to buy in-house and more willing to accept in-game advertising. However, as players show interest in buying internally, developers need to consider diversification of cashing methods. In the four markets, humorous style and advertisements with playing methods and roles are the most easily accepted by super leisure game players.
By implanting appropriate leisure game features, super casual game developers have the opportunity to stand out, such as decorating skin / accessories, collecting or playing special modes. It is worth considering to increase friend help, competitive ladder system and cooperative play.
Make sure that the new products of super leisure games are built based on in-game advertising. If there is an opportunity to explore in-house shopping, consider opening a treasure box, buying a promotion package within a limited time or consuming value-added props. Personalize your marketing strategy for the needs of super casual gamers, taking into account the nuances of the market.
4.1 current situation of super leisure mobile travel:
With the characteristics of simple, interesting and easy to use, super leisure games have dominated the free lists in the United States and Europe in recent years, largely due to their wide attraction. Among the markets studied in this report, super leisure games are the most popular in the United States and the United Kingdom. Almost a quarter of mobile game players play Super leisure games.
However, due to the low penetration rate of the Japanese market (super leisure games only account for 0.4% of mobile game revenue and 1% of download volume), we chose not to add Japanese market as a comparison in the report.
Super casual mobile game player portrait
Portrait of super casual gamers: different from RPG and strategy games, super casual gamers are younger and female players are more. Although super casual gamers use mobile games as a way to kill time between daily activities, they also play games for social and emotional reasons. For players, mobile games can help them express something unique. They can communicate with others through the game. This kind of players usually play for a very short time, and prefer games with interesting and unique artistic design to games with realistic function.
Category achievement
The main reason for super leisure game players to play hand games is to release pressure and kill time between daily activities. They think that the current game can often play these roles.
Motivation of super leisure mobile game players
However, super casual gamers value the game itself more than the functional requirements. In fact, they say they like games for social and emotional reasons, such as feeling fulfilled, expressing themselves, and liking something unique. Super casual game players generally feel that this category is insufficient in delivering these non functional requirements.
Why to lose: failure to bring key game motivation will lead to an increase in churn rate. Most super leisure game players regard boredom and repetition as the main reason for them to give up super leisure games. Too high advertising frequency will also destroy the game experience.
Reasons for the loss of super leisure mobile game players
After the loss of super leisure game players, they will usually experience other super leisure games, but they will also move to the puzzle solving category. Interestingly, they are also starting to try more moderate games, and super casual gamers in all three markets have downloaded action games.
Suggestions for the future: the core game experience is the most important part of super casual games, but as we can see in the overall trend of leisure categories, the addition of light meta games can improve the overall user experience. Many head super casual games have realized this and are beginning to add more collectable content and other elements to support the core game.
The following are some popular functions of leisure games, which can improve the core playing method of super leisure games and enhance the participation of players.
Decorative skin / accessories
Decoration is a good way to add progress and personal expression elements to super leisure games, and it can also bring a sense of achievement.
From a game design point of view, decorations are very intuitive because they can be attached to many aspects of the game and can be easily linked to different achievement systems. What’s more, ornaments have less impact on play, making them less likely to cause problems affecting game balance.
Finally, adding decorations can not only increase the collection and progress of the game, but also bring new income opportunities through internal purchase.
Collection
Super casual games usually lack progress between games because they have no metagame element and focus on core play. However, although this is the charm of super leisure games, it is also the reason for the high turnover rate of players.
For example, adding a collection system with decorative props / characters / skins can increase progress and a sense of accomplishment without deviating from the essence of super casual games. It’s very beneficial to add a light collection of metagames. Head casual games have proved this, and most super casual games can also benefit.
Special play mode
In order to solve the boring and repetitive feeling of players, super leisure games can be added with new rules, mechanisms and goal setting special play mode.
Secondary mode is likely to be added to all super casual games and will not conflict with the core game, so it is an intuitive solution for developers. Even better, these special modes can be combined with decorations and collections to provide special rewards for players by playing games.
4.2 community
More than half of the super leisure game players in the United States and the United Kingdom have participated in category related social activities, and there are more demands for social activities among super leisure game players. 67% of the super leisure game players in the United Kingdom and 74% of the users in the United States have expressed their interest in participating in social activities, such as communicating online with game companies and other players about the content of super leisure games Check the scores of other players. One third of Korean super casual game players are also interested in joining online groups or communities of super casual games.
For super casual gamers, online communities are becoming more and more popular, with 41% of American players and 47% of Korean players participating in the online game community every week. Among the players who participated in the community, 50% of the American Super leisure game players said they wanted to see the entertainment content, while 49% of the players in the UK were to learn the upcoming updates or game content.
Super casual game developers can build and enhance communities through appropriate content. Super casual game players are also happy to hear from developers. More than 80% of super leisure game players in the United States and the United Kingdom say they are willing to receive certain types of information about game brands.
Types of information that super leisure mobile game players want to get
In the three markets, tips and tricks, as well as information about new events, are particularly popular with super casual gamers. More than a quarter of players in the US are interested in behind the scenes content, while 28% of players in the UK are willing to provide feedback on game design.
Social games recommended:
As the super leisure game players are more active in social aspects and willing to play with others, developers need to meet the needs of super leisure game users by adding community functions and social content.
Social function has always been very important in leisure games. Due to the similarity between leisure games and super leisure games, mild social functions can also bring good results in super leisure games. The following are some popular practices in leisure games. If implemented properly, they may be suitable for the core playing methods of super leisure games and improve the participation of players.
Send / ask for help from friends
Sending and asking for help (such as items, life, props) is a common social function of leisure games. It is relatively mild and can provide interaction between players without affecting the game balance or other aspects.
In super casual games, sending help can be combined with game coins, skin copies, and other decorative items. It can also help players through difficult levels when they encounter difficulties.
Competitive ladder system
Being able to compete with others or keep up with rankings is a way to improve player participation in almost all games. Leaderboard is the easiest way to compete, but further, a better way to systematically improve the social and economic aspects of super casual games by adding a ladder in the regular reset season.
This is another popular feature in casual games, which can also work in super casual games.
Cooperative play
Playing with friends or other players is a kind of high participation social interaction rarely seen in super leisure games. However, this cooperative play has no reason to ignore, because it can be perfectly integrated into any super casual game.
For example, cooperative play can be a puzzle solving, progress in endless platform play, or a beautiful sculpture that both sides marvel at in turn. Usually, just like hand travel, the only limitation is your imagination.
4.3. Game realization
In the United States, the United Kingdom and South Korea, super casual games are one of the categories that players are most reluctant to pay for, and less than 4% of players have purchased them.
For internal purchase, more than half of the super leisure game players would rather pay directly than buy random treasure boxes. In the United States and the United Kingdom, 52% and 54% of super leisure game players said that domestic shopping should be limited to props that cannot help players win. However, Korean super casual game players support pay to win payment, and 61% of them think that the props that help players win can be added in the internal purchase.
Advertising preference of super leisure mobile game players
Due to the low payment rate of super leisure game players, in-game advertising has become an important means of realization for developers. Super casual gamers understand the value of exchanging ads for value, with 79% of U.S. users and 85% of Korean players saying they don’t mind seeing in-game ads.
App Annie’s research report shows that after the placement of the advertising SDK, the average growth rate of casual game players’ game carelessness within a month is 198%. More importantly, the addition of the ad SDK did not affect the players’ time investment in the game. After the first ad SDK was implanted, the total time investment in the game increased.
In any case, it is important to consider that players watch advertisements in order to improve the game experience. Generally speaking, super casual games prefer longer and lower frequency advertisements without losing shorter and more frequent advertisements, which is the case for almost all game players.
In addition, it is also effective to encourage players to watch advertisements. For example, 69% of Korean super leisure game players said that they would prefer to watch ads if they could get a reward.
Recommendation of realization function
Half of the super leisure games rely on advertising for cash, but head games also improve their ability to earn revenue through different internal purchases.
If properly designed, skin and other internal purchase cashing methods can let players invest more money, without bringing about balance problems and obvious pay to win phenomenon. In other words, the internal purchase option can provide more revenue opportunities for super leisure game developers while maintaining the current user base and participation level.
Here are three features that can increase LTV and revenue for super casual gamers:
Open the treasure chest
The mechanism combined with decorative props and collection mechanism has been introduced. The opening treasure box system is an excellent way to increase the revenue of internal purchase, which can bring additional revenue channels for super leisure games in addition to advertising cash.
In order to release the full potential and excitement of the open chest mechanism, developers should be prepared to add new items, characters and decorations to the treasure chest pool frequently, so that players can have more items to collect. If the chest pool is too small or too stable, it will not attract players, so it will affect revenue.
Limited time purchase promotion
Packing props, game currency and other items for promotion at discount price is an effective way to increase player payment, and this is also the reason why almost all successful mobile games use it.
As domestic shopping becomes more and more common in head super leisure games, adding limited time promotion gift packages can greatly improve the income potential of cash items, characters and game currency. The key is to find a value balance between discounted prices and non discounted promotional purchases.
Consumable value added props
As the super leisure games attach great importance to the core game experience, it is natural to design and realize the way in this field, and it is more flexible and simple to consume value-added props. The damage bonus in shooting games, the tips in puzzle games and the shield in skill based platform games are good ways to implant value-added props. They are used in leisure games and super leisure games.
However, since consumable items affect the core play, you need to pay special attention to balance issues and purchase price points when designing them.
4.4 advertising preference
More than 60% of super casual gamers in the US, UK and South Korea are willing to spend time learning how to play a new game if the ads look attractive enough.
Advertising details that super leisure mobile game players care about most
In order to gain players’ attention, it is important for marketers to add the most relevant information and topics. High efficiency advertisements to attract super leisure game players should show the main playing methods and characters / plots. The players of this category are very interested in playing the game directly in the advertisement.
The reasons of affecting the return of super leisure mobile game players
Super casual game players like to convey a sense of humor and excitement of the new game advertising, 48% of Korean super casual game players choose to bring adrenaline stimulation theme (34% in the United States). On the contrary, 52% of American Super casual game players like funny ads, while only 37% of Korean players like humorous ads.
Player return: effective advertising strategy can not only attract new super leisure game players, but also recall old players. 79% of super casual gamers in the UK and 81% in the US said they would like to go back to super casual games they haven’t played in the past 30 days.
In the United Kingdom and South Korea, players are very interested in new content or update related advertising, and nearly one-third of super leisure game players said it would have a greater impact. For us users, the influence of friends is important, with 38% saying that if someone mentions a game in a conversation, they will return to the game, and the popularity of social media can also help a fifth of old players in the United States and the UK to return.
From: gamelook read more: appsflyer & Facebook: 2018 user life cycle value report (with download) sensortower: Top 20 mobile game purchases of Facebook in the United States in February 2019: Top 25 mobile game purchases of Facebook in the U.S. in March 2019, Tanaka Yasunari Green’s development history and Japanese mobile social game sensortower: top 20, 2017 mobile advertising in the United States in October 2018 Business rankings: Google and Facebook continue to dominate, but there are still opportunities for third parties GDC: Facebook has 375 million game users per month, and the game duration is 2.5 times that of mobile players. Facebook: cross platform game profit is 33% higher than that of single platform Facebook: 43% of mobile game players have become parents. Appdata: on the facebook game list with the fastest growth in Mau this week Facebook: conversational e-commerce in the era of communication
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