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pocketgamer:促销策略初见成效,EA仍需加强游戏创新

发布时间:2010-12-18 12:22:00 Tags:,,,,,

EA公司推出的54款iPhone游戏、14款iPad游戏的大规模降价活动,很快就取得了立杆见影的效果,据游戏邦了解,在英国App Store的iPhone游戏前10强榜单中,EA作品占了6个席位,在前50强榜单上,也有29款游戏顺利入围。

在价位相对高端的iPad平台上,EA也同样颇有斩获,包揽了英国iPad游戏前10名,并以15款游戏的压倒性优势称雄iPad前20强榜单。

EA-logo

EA-logo

看起来EA的圣诞促销战似乎已经顺利告捷,但如果再看看App Store综合应用排行榜,就会发现这种削价手段其实成果有限。在英国iPhone综合应用前10强中,EA仅占3款游戏——其中一款游戏位列第5,排在《愤怒的小鸟》(Angry Birds)、《Infinity Blade》、《N.O.V.A. 2》、《Real Racing 2》这四者之后;仅13款游戏进入综合应用50强行列。

在iPad综合应用排名情况略为可观,有7款游戏跻身英国iPad综合应用前10强,有12款游戏进入前20强。

EA这些99美分促销游戏在App Store排行榜的领先状态究竟能保持多久?许多人预测,就算EA在12月23日苹果App Store暂时关闭iTunes Connect,停止更新应用排行榜之前,就让游戏恢复原价,它们在之后5天内也仍然可以稳居前20名排行榜。

另外需要指出的是,在EA如此之众的促销游戏中,尚无一者称冠任何一个应用排行榜。

除此之外,其他公司推出的质量上乘、规模庞大的新作也冲击了EA的活动成效(比如说刚刚更新的《World of Goo》这款游戏,现已成为美国iPad综合游戏冠军),这些现象均表明EA的圣诞促销策略其实并不是那么灵验。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Opinion: EA’s 99c App Store assault looks premature

Following EA’s aggressive scheme to price 54 iPhones and 14 iPad games at 99c, the results in terms of App Store chart positions are clear to see.

Six of its games are in the UK iPhone top 10, and EA has 29 of the top 50.

And expected, due to the platform’s higher average price, this trend is heightened on iPad. EA has all 10 of the UK top 10 games, and 15 of the iPad top 20.

Between the lines

Success then. Well maybe.

When it comes to the top grossing chart, the strength in depth of the wider App Store is demonstrated.

EA only has 3 of the UK top 10 top grossing iPhone games – with Angry Birds, Infinity Blade, N.O.V.A. 2 and Real Racing 2 in the top 5 – and 13 of the top grossing top 50.

Its position is also knocked back on iPad, although it has 7 of the UK top 10 top grossing games and 12 of the top 20.

Can’t hold back the tide

What’s more interesting to consider is how long EA can expect its 99c games to stay so high in the charts?

Even with a weekend ahead of it, if the company wants to increase the price of its games just before Apple locks down iTunes Connect and the chart positions on December 23 – as many expect – its games will have to remain solid in the top 20 for the next five days.

In this context, it should also be pointed out that none of EA’s games has peaked in terms of chart position.

Yet the sheer quality and volume of recent releases from other companies – further reinforced today by World of Goo, which is already the US top grossing iPad game – suggests EA’s cunning plan may have been triggered a couple of days too early.(source:pocketgamer)


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