Research Report on commercialization of 2021 medium and heavy games From Gamma data & pangolin
The following is the Research Report on commercialization of 2021 medium and heavy games From Gamma data & pangolin recommended by recordtrend.com. And this article belongs to the classification: research report, network game.
Recently, Gamma data and pangolin jointly released the “2021 medium and heavy game commercialization Research Report”, which mainly analyzes the market status, user growth and business model of medium and heavy games. Through the analysis of the market and users, the report deeply analyzes the development status and prospects of China’s medium and heavy game commercialization.
From the market level, the commercialization of medium and heavy games is facing certain challenges. On the one hand, the challenges come from the user growth level, and on the other hand, they come from the realization level. Gamma data has also carried out in-depth investigation and Analysis on these two levels.
Weakening of household economic dividend affects market growth Continue to supplement users to become the focus of the industry
In terms of user growth, the scale of China’s game users will exceed 660 million in 2020. At present, the penetration of domestic games into users is at a high level. With the controllable epidemic situation, the home economic dividend will be further weakened. The year-on-year growth rate of mobile game market from January to March 2021 is only 6.25%, which is lower than that in the first quarter of 2020. In order to prevent the decline of China’s game users and market scale, it is still important to continue to supplement users from multiple channels, such as social networking platform, news information platform, reading platform and other platforms, so as to maintain the stability of the game industry users and market scale.
Sales expenses of game enterprises increased significantly Looking for better user traffic becomes the core demand of enterprises
In addition to supplementary use, looking for high-quality users has also become the core demand of medium and heavy games. According to Gamma data, in 2020, the sales expenses of major listed game companies in the securities market will increase by a large margin, reaching 35.5%, and the revenue growth rate of related companies is only 23%. This comparative data shows that the growth pressure of enterprise users will continue to increase. Under the background that game enterprises put in a large number of effect advertisements to increase the number of users, the authenticity and long-term retention of the attracted users become the key. Looking for more high-quality user traffic has become the core demand of the enterprise. More reliable traffic channels and algorithms that can screen out high-quality users have also become an important help for game enterprises to obtain customers.
In order to solve the problem of user growth, game enterprises have taken corresponding measures.
Game marketing strategy diversification Advertising platform is the key strategy for head products to win customers for a long time
In terms of user growth strategy, from the perspective of marketing strategy layout of new and old head mobile game products, the current marketing methods have become diversified, including more than ten ways as a whole. Game enterprises have built a perfect marketing system around various network platforms, and even actively innovated the marketing mode. From the perspective of overall marketing effect, many kinds of marketing methods, such as operating we media, official activities, cross industry cooperation, are more to provide better services for existing users. In the aspect of user growth, the revenue from advertising platform is the most intuitive and significant, including inviting star spokesmen, IP linkage and other strategies, and also focuses on advertising services on the platform, Advertising platform is also a long-term key strategy for all new and old head products.
Xinyou enhances the bargaining power of app store New and old games launch and cover mainstream applications
With the support of the traffic platform, Xinyou’s dependence on the app store channel is also decreasing. Six of the first Xinyou have not been put on the shelves in the Android application market. Games such as Yuanshen and the awakening of nations are only available in a few Android channels, but the flow of games can still be maintained at a high level, In the future, there may be more game products that import users independently on the traffic platform, so as to obtain higher profits. In terms of the proportion of ad application types of mobile head games, head games have basically covered mainstream applications, including social platforms, news and information, tool applications, etc. in addition to direct delivery in vertical applications, new online head games will cooperate with AD alliances, while 90% of old games choose to cooperate with AD alliances, Use advertising alliance resources to cover more traffic scenarios.
Relevant measures can solve the problems of user growth to a certain extent, but we still need to pay attention to the challenges of product, user and talent. On the product level, the main performance is the lack of creative ability of most products; At the user level, it is mainly reflected in the retention of users in old products and the rapid loss of new product users; At the talent level, the main performance is the lack of accumulation of professional flow operation talents. This has also directly led to the rapid growth of the industry’s sales expenses, thereby increasing the pressure on the growth of users in the game industry. Based on this, Gamma data also puts forward relevant suggestions.
Play innovation ability becomes the key to attract users Subject selection should go through professional investigation
According to the research of Gamma data, the most important reason for users to give up the game is that the game content is repetitive and boring, and the loss of freshness, which also means that users value the innovation of game content most. At the present stage, the innovation of game content is mainly reflected in the play method and theme. At the play method level, the new play method has the characteristics of quickly gathering users. The innovation at the play method level can undoubtedly solve the problem of difficult user growth at the product level to a certain extent, but the innovative play method innovation is more difficult for enterprises, Most enterprises choose to carry out micro innovation in the play system they are good at, and take innovation as an important material to attract users, which also has certain advantages in attracting users. In terms of theme innovation, it is difficult for game companies to achieve the fundamental originality of theme. They mostly draw elements from other cultural fields or create products based on emerging themes. However, they also need to carry out comprehensive theme research, deeply understand the market theme situation, user theme preference, product creativity and theme adaptation, and carry out absorption test on the delivery channel, And then we can select the themes that we are good at and have a greater advantage in user growth, so as to ensure that the themes are competitive in the project stage.
Attract users through more vertical applications Better access to target users by combining platform attributes
With the development of all kinds of network platforms, medium and heavy mobile games also spend a lot of time in various platforms, and related platforms have become an important source of users of medium and heavy games. In addition to direct attraction, from the perspective of users’ preference for new travel ads in different age groups, all kinds of platform ads have different attraction effects for users of different age groups. For example, advertising on social platforms is more concerned by users aged 20-29, and advertising on reading platforms is more concerned by users aged 30-39. Game companies need to customize channel delivery strategies according to their own product attributes, or optimize delivery schemes according to the delivery effects of different channels, so as to better obtain target user groups in each platform.
Focus on high intention users The method can be optimized by algorithm
In the process of acquiring users, it has become an important demand of game enterprises to mine intended users through various platforms, so as to improve the input-output ratio. The users with high willingness to obtain (high intention users) of game enterprises mainly focus on two levels, namely high payment and long-term retention. High payment refers to the user group with stronger consumption ability and willingness. Among these users, MMORPG / ARPG and SLG are the most competitive, due to their in-depth numerical setting, High paying ability users are an important source of revenue for this kind of games. According to Gamma data, more than 60% of moderate and heavy game users have been retained in their favorite products for more than one year, and long retained users have become an important reason for the stability of many head games. 70% of 2021q1 top 50 mobile games have been online for more than one year. In the process of user growth of future game products, we also need to pay attention to the acquisition methods of high intention users. For example, we can continuously optimize the process of user growth through more accurate user recommendation mechanism, and then screen out more high intention users.
Use more external platform resources Make up for the shortage of talents in Enterprises
Talent is an important challenge to the growth of game enterprise users, but it is difficult to make up for in the short term. Talent cultivation and supply need a long time precipitation of the industry. However, in the aspect of traffic acquisition, game enterprises still have more external resources to use. For example, with the help of external platform resources, the ability of traffic acquisition can be improved, so as to ensure the growth of product users. At this stage, the traffic access service system for game enterprises has been relatively perfect, and the relevant platforms can help game products better attract users around their own creative tools, advertising tools, integrated advertising channels, so as to make up for the traffic access dilemma faced by game enterprises due to the lack of professionals.
More business models such as advertising realization and IP expansion realization need to be explored
In 2020, the market scale of medium and heavy mobile games will reach 19.94 billion yuan, and the high maturity of the internal purchase business model has become the key to the promotion of the market scale of medium and heavy mobile games. However, the internal purchase model also faces some challenges, such as users’ Weariness of forcing krypton on some game products and the high proportion of zero krypton users, At the present stage, the game industry also needs some business model innovation, such as further exploration in the advertising mode, mining more potential and value of non paid or low users, deriving the industrial chain around IP, and mining the traffic value again.
Half of the users with no or low willingness to pay need to be further explored
At the present stage, under the situation dominated by the internal purchase mode, most of the income of the game industry is brought by the medium and high consumption users, and more than half of the medium and heavy game users in the mobile market are users who do not pay or have low willingness to pay. How to further stimulate the interest of users with low willingness to pay is an urgent problem to be solved in the future development of the game industry.
Different levels of payment user preferences are different Mixed realization becomes an explorable mode
Based on the relevant challenges, Gamma data conducts in-depth research on users, and finds that different levels of paying users have different preferences, and users with no or low willingness to pay are the most willing to watch ads. As for the middle and high paid users, these users are more willing to support their favorite games through payment. Therefore, mixed cash has become a model that can be explored for game products to meet the differentiated needs of moderate and heavy game users. According to the relevant research, more than half of the moderate and heavy game users have also clearly expressed the hope to join the option of watching ads to get rewards.
Watching ads may help users pay more Several product cases have been confirmed
According to the survey results of Gamma data, most users will choose to do more tasks or wait for tomorrow to continue to get advertising incentives after the number of ads is used up, and they tend to continue to get rewards free of charge. However, some users choose to get small payment. The more mature the consumption habit is, the more willing the users are to pay, This also shows that advertising may help users pay. In the actual realization cases of medium and heavy games, there are also many products to prove that the introduction of advertising realization of game products not only improves the overall revenue, but also promotes the payment of existing users.
Incentive videos are most popular with users Native ads and playable ads have room for further development
In the specific level of advertising realization, moderate and heavy game users pay the most attention to incentive video, mainly because getting certain rewards is the core driving force for users to watch advertising, and incentive video is also one of the most commonly used forms of game advertising. In addition to stimulating videos, users also show certain demand for native ads and playable ads. native ads can combine the existing game scenes and game content to realize the implantation of ads. among the reasons for supporting users to watch ads, related to the existing game content is also an important viewing power for users. Trial advertising can attract users to participate through interesting content, and reward users according to the results of the game, so as to attract users to participate. In the field of medium and heavy games, relying on rich game scenes, advertising mode also has rich space to explore.
Users have a wide range of preferences The second mining of traffic value becomes the key
In addition to the internal purchase cashing and advertising mode, the use of IP in many areas of cashing has become the development direction of game enterprises, and users also show a wide range of preferences for content outside the game. In this realization process, the second mining of IP value becomes the key. At the same time of value mining, IP can also expand its influence, and ultimately feed back to the game industry. But at present, only some head game companies are trying in this field, and there are still many problems to be solved in the pan entertainment exploration of game IP.
There are challenges and opportunities for users to “acquire + cash” Traffic platform provides commercial optimization strategy
Based on the in-depth analysis of the medium and heavy game market and users, it can be seen that the challenges of the game industry are mainly focused on the users, and the related challenges focus on the user growth and cash flow level, which leads to the rapid rise of the purchase and investment cost of the game enterprises, and the benefits are less than expected. In the future, the game industry needs to further solve the user challenges and grasp the corresponding market opportunities. In this process, in addition to the enterprise’s own efforts, we need to optimize the commercialization mode with the help of external platforms and resources. For example, relying on the mature commercialization experience of the traffic platform, we can better carry out user growth and cash flow. The relevant traffic platform also has the basis of providing commercialization optimization strategies, and launched targeted layout around the game field. The report also selects the representative traffic platform pangolin for in-depth analysis, focusing on its optimization scheme for the commercialization of medium and heavy games.
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