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每日观察:关注用户对移动及游戏内置广告看法(9.2)

发布时间:2011-09-02 11:39:41 Tags:,,

1)美国游戏技术服务公司iSwifter日前宣布其iPad应用4.1版本添加Google+技术支持,iSwifter至今已获得50万注册用户,支持用户在iPad平台体验基于Flash的Facebook社交游戏。

iswifter(from hksilicon.com)

iswifter(from hksilicon.com)

iSwifter联合创始人Rajat Gupta表示,iSwifter此项措施不仅可方便iPad用户体验《Dragons of Atlantis》、《Zombie Lane》等Google+游戏,而且有利于开发者通过iSwifter获得更多iPad用户,这是一个苹果、谷歌和Facebook在iPad平台的三赢局面。

2)社交及MMO游戏开发商Gaia Online公司日前向iOS平台推出了旗下游戏《Monster Galaxy》的单机版本,该版游戏不含Facebook Connect功能。据AppData数据显示,这款游戏的Facebook版本最近MAU是910万,DAU也超过了41.4万。

Monster Galaxy(from insidesocialgames)

Monster Galaxy(from insidesocialgames)

该游戏与其Facebook版本的最大差别在于游戏虚拟形象和怪物Moga的数量,其玩法主要考虑到手机游戏的短时间体验特点,因此并没有引进一些Facebook版本的游戏玩法。该公司表示,他们将根据这个iOS版本的运营表现,考虑添加多人协作或竞争模式,也有可能推出其他版本的手机游戏。

3)尼尔森最新数据表明,今年7月份,智能手机在美国市场份额已达40%,功能性手机所占比例约60%。

在美国智能手机平台中,Android份额达40%,其次是占28%的iOS,第三名是比例达19%的RIM黑莓,Windows Mobile占比7%(游戏邦注:Windows Phone仅占1%的市场份额),其他手机操作系统所占份额仍是5%。

US smartphone market share(from intomobile)

US smartphone market share(from intomobile)

但在硬件设备领域,苹果iPhone才是最大赢家,虽然目前仅推出4款iPhone,但其市场份额已达28%,而推出多种型号的Andorid手机总计市场份额仅为40%。

next desired OS(from intomobile)

next desired OS(from intomobile)

尼尔森调查还显示,不确定自己将选择哪种智能手机的用户比例正急剧上升,7%的“潮人”表示不知道下次要选择哪种手机,将近三分之一的“跟风者”也有此看法。多数用户表示将选择Android手机,但其中也不乏苹果追随者,那些“潮人”用户则比较偏爱iPhone。

4)市场调研公司comScore最近发布的移动及在线调查报告表明,25.4%的英国用户记得自己在其智能手机上看过的广告。

今年6月份,约有540万英国智能手机用户表示自己曾在浏览网页、玩游戏或者访问应用过程中看到广告,这一数据比今年3月份增长了28%。

mobile advertising(from comScore)

mobile advertising(from comScore)

此外,将近8%的智能手机用户每周至少会想起一次自己看到的移动广告(其比例上升了28%),7.5%受访者每天都会想起看到的移动广告(其比例上升52%)。

comScore调查还发现,15至24岁的年轻用户群体对移动广告的辨识度最高。

5)美国德克萨斯州大学奥斯汀学院一项最新调查指出,投放于暴力电子游戏的广告可能会导致用户对该广告品牌产生消极看法。

该调查显示,比起暴力电子游戏,多数参与调查的受访者更容易回忆起非暴力电子游戏中的广告内容,并且更易对该广告品牌企业产生好感。

这项调查要求受访者分别体验两款游戏,这两者都含有NPC元素,主要细节内容大体相同,唯一区别在于其中一款游戏的NPC会向玩家射击,并且充斥大量血腥画面,而另一款游戏却只有双手空空的NPC,其游戏场景浸泡在水中。

Blood Violence Gore(from filenetworks.blogspot.com)

Blood Violence Gore(from filenetworks.blogspot.com)

调查发现,所有受访者基本上对暴力游戏中的广告及品牌企业缺乏好感,而女性受访者表现尤其明显,她们经过这项实验后对该品牌的好感下降了11.29%。研究人员认为,出现这种情况的原因可能是,女性比男性更少接触暴力游戏,或者说男性用户对暴力元素更有免疫力。

调查研究人员认为,广告策划人员需重视这种现象,应把主要广告预算投入非暴力游戏中,锁定女性用户的品牌产品尤其如此。

6)位于旧金山的PlyaHaven公司近日推出一项新服务,支持应用开发者在产品中添加一个HTML5覆盖层,以便他们快速切换不同类型的广告单元,免除他们检测新广告或用户流时需替换工具,重新向应用商店提交应用的麻烦。

interstitial(from insidemobileapps)

interstitial(from insidemobileapps)

Storm8等大型开发商已经能够通过服务器处理这部分内容,快速在游戏中添加新道具或者检测新交叉推广活动的实际效能。但缺乏这种技术优势的小型开发者则可借助PlayHaven产品实现同种操作。PlayHaven称这种技术的作用堪比内容管理系统(CMS,一种支持非技术人员快速更新网站内容的系统)。

该公司首席执行官表示,开发者经常抱怨称现在市面上的SDK种类过多,每使用一种SDK都可能导致应用内容超载,逼近苹果的Wi-Fi网络20MB下载限制,而应用大小若超过20MB,则将极大影响其下载量。

开发者使用PlayHaven的“动态覆盖层”,则可在无需重新调整并提交应用的情况下,测试不同的插页式广告和促销广告效果。

PlayHaven(from insidemobileapss)

PlayHaven(from insidemobileapss)

该服务还推出了一个可显示广告点击率和转化率的分析工具,假如开发者植入的是交叉广告,还可以看到该广告推动实现的安装量。开发者还可自主控制推广项目的展示频率,或者对其设置时间限制。

该服务在首月将免费提供100万条信息,之后每1000条信息收费10美分(游戏邦注:这里的“信息”是指通过动态覆盖层向玩家展示的插页式广告或单元),手机游戏公司Glu Mobile已签约采用该服务。

7)跨平台开发工具Game Closure公司日前宣布完成种子轮融资,但并未公布具体筹资数额,其支持者包括SV Angel、Charles River Ventures、Benchmark Capital、Greylock Partners和General Catalyst Patrners,并将利用这笔资金扩大基于HTML5的业务。

Game Closure(from techcrunch.com)

Game Closure(from techcrunch.com)

俄罗斯投资者Yuri Milner(曾经向Zynga投资)以及DeNA前董事会成员Joi Ito也是本轮融资重要参与者。

Game Closure支持开发者以JavaScript和标准的HTML5 API创建iOS、Android和Facebook跨平台多人游戏,以便游戏运行于基于HTML5的网页浏览器。据称该公司还参与传说中的Facebook项目Project Spartan有关,并将出席9月22日的F8大会。

8)西雅图联邦法院一份起诉文件显示,有一位名为Rebecca Cousineau的用户正起诉微软Windows Phone非法追踪其个人行踪,即使她选择退出地理定位追踪功能也不例外。

windows-phone-7(from gadgethings.com)

windows-phone-7(from gadgethings.com)

该用户表示,微软通过手机摄像头搜集了她的地理定位信息(游戏邦注:在四个月之前微软曾向国会承诺不再追踪智能手机用户行踪),她认为微软打算通过这种行为创建一个基于地理信息的定向广告系统。

但微软目前还没有对此做出回应。观察者称智能手机用户隐私问题日益严峻,自苹果智能手机追踪和搜集用户地理位置信息一事曝光后,该问题已引起国会议员的重视和调查。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

1)iSwifter adds Google+ social games to its iPad app

by Stuart Dredge

500,000 users will now be able to play games including Dragons of Atlantis and Zombie Lane on their tablets.

US games company iSwifter has signed up 500,000 users for its iPad app, which lets them play Flash-based Facebook social games on Apple’s famously Flash-less tablet. Now it’s branching out to an additional social network.

iSwifter 4.1 will expand support to Google+, which recently launched its own social games offering. Flash-based Google+ titles like Dragons of Atlantis and Zombie Lane will now be playable within iSwifter’s iPad app.

“Not only does bringing Google+ Games to iPads give users a larger library of social games to choose from, it also benefits developers because, regardless of which social network their users prefer, developers now have access immediately to a rapidly growing, new mobile distribution channel through iSwifter,” says iSwifter co-founder Rajat Gupta.

“This is a win-win-win situation. Apple, Google and Facebook each win with more social games on the iPad.”(source:mobile-ent

2)Gaia Online Launches Monster Galaxy for iOS in First Mobile Game Foray

By AJ Glasser

Social and massively multiplayer online game developer Gaia Online brings its Pokemon-style pet game, Monster Galaxy, to iOS devices today with a standalone mobile version.

Company CEO Mike Sego previously told us to expect its first iOS experiment this September. At that time, the rapid growth of Monster Galaxy on Facebook might have suggested a mobile port of the monster-catching-and-battling game. Sego tells us today, however, that the iOS game is a standalone version that does not require a Facebook Connect login to play.

As this is Gaia Online’s first foray into mobile games, Monster Galaxy for iOS is currently a somewhat linear experience with only the story gameplay mode. Sego says that as things progress, the developer will consider adding cooperative or competitive multiplayer modes, as well as possible cross-compatibility with the Facebook game. Features that increased engagement in the Facebook game, like Moga evolution, may also be added in the future. As always, the developer will also keep an eye open for opportunities on other mobile devices, if the iOS version performs well.

Monster Galaxy for iOS is free-to-download with microtransaction purchases of energy refills and premium Mogas. Look for it in the App Store today. Monster Galaxy on Facebook now has 9.1 million monthly active users and just over 414,000 daily active users, according to our AppData traffic tracking service.

3)Study: smartphone penetration hits 40% of overall U.S. mobile market

By: IntoMobile

Nielsen just released the latest statistics on smartphone usage in the United States. Slowly but surely, smartphones continue to take over the entire mobile phone industry. As of July 2011, 40 percent of all mobile phones in use are smartphones. The other 60 percent are feature phones, but that number shrinks with every day that goes by.

Nielsen also broke down that 40 percent of smartphones to find operating system market share. Android grabbed hold of 40 percent of all smartphones. Right behind that is iOS with 28 percent. RIM’s BlackBerry is at 19 percent. Oddly, Windows Mobile is still clinging on 7 percent of market share. Windows Mobile is Microsoft’s old mobile OS, later succeeded by Windows Phone. You folks really need to consider making an upgrade. But speaking of Windows Phone, the latest OS to come out of Redmond only captured 1 percent of mobile operating system usage, though things are always changing. All others combined account for the remaining 5 percent.

It’s clear that Android is definitely winning the race in terms of software, but it’s important to know the Apple iPhone wins — by a landslide, I might add — in terms of hardware. Out of the hundreds of Android phones out there, they all add up to 40 percent. There are only four different models of the iPhone, and together they claim 28 percent — an impressive statistic for Apple.

Finally, Nielson goes on to report what operating systems people are interested in for the future. Ranging from innovators to late adopters, the amount of people unsure about their next smartphone increases dramatically. 7 percent of innovators are unsure, as are nearly one third of late adopters. Interest in Windows Mobile, Windows Phone, and RIM’s BlackBerry stay generally within the same range throughout. The majority of consumers are looking to eventually invest in Android. iOS love isn’t lacking either, and early adopters in particular show a slight preference for the iPhone over any Android device.(source:intomobile

4)ComScore study reveals a quarter of UK smartphone users can recall seeing an ad

by Matt Sakuraoka-Gilman

Market intelligence outfit comScore has released details of a recent mobile and online study, revealing 25.4 percent of UK smartphone users could recall seeing an ad on their devices.

In absolute numbers, that’s 5.4 million UK smartphone subscribers who during June 2011 said they saw an ad either while browsing the web or in a game or app.

ComScore revealed that this figure was up 28 percent compared to a similar survey in March.

In addition, nearly 8 percent of smartphone users recalled seeing ads at least once a week (up 28 percent), and 7.5 percent recalled seeing them almost every day (up 52 percent).

Age before beauty

ComScore also separated its findings based on age demographics, with the age 15-24 bracket unsurprisingly garnering the highest number of ad recalls.(source:pocketgamer

5)In-Game Ads May Backfire In Violent Games, Says Study

by Frank Cifaldi

Advertisements in violent video games may cause players to view those brands negatively, according to a new study.

New research out of UT Austin’s College of Communications shows that a majority of participants in a recent study were both better able to recall ads and, in general, had a better attitude toward the companies being advertised when playing a nonviolent game versus a violent one.

Participants were asked to play through one of two games with embedded ads. One had NPCs shooting guns at the player in rooms covered in blood. The other had the NPCs holding nothing and the rooms drenched in water. They were otherwise identical in every detail.

Participants were then asked to recall which brands they had seen advertised in the games, and to also share their feelings on the brands.

While both recognition and attitude were “significantly lower” among those playing the violent version of the game, female participants skewed even lower than males, with an 11.29 percent decrease in brand liking following the session. According to the researchers, this could be attributed to women typically having less experience playing violent games, or to men being desensitized to violence and not noticing it.

According to researchers Seung-Chul Yoo and Jorge Pena, violent content in games draws focus away from the advertisements, limiting a player’s mental capacity to process advertisements. Additionally, they say, the blood and gore subconsciously links negative feelings to the brands being represented.

“Advertising campaign planners would do better to spend their budget on ads embedded in nonviolent video games than in ads placed within violent video games; particularly if they are trying to reach women,” said Yoo.(source:gamasutra

6)PlayHaven Launches Way to Quickly Test Different Ad, Monetization Units Through HTML5 Layer

By Kim-Mai Cutler

One headache mobile developers have to grapple with when they want to test new ad units or user flows is having to retool then resubmit their app to the store.

San Francisco-backed company PlayHaven says it can fix that problem through a new service that places an HTML5 overlay on top of a developer’s app, allowing them to quickly swap in and out different types of units.

Many of the bigger developers like Storm8 already handle most of their content on the server-side, so they can quickly put new items in their store or test new cross-promotion campaigns. But smaller developers lack this advantage so PlayHaven’s product could even the playing field for them. PlayHaven is comparing it to a content management system or CMS, which made it easy for people without technical backgrounds to handle updating their sites quickly.

“Developers complained to us that there were too many SDKs (software development kits). Any time you want to try some other way to monetize or a new feature that you didn’t want to build yourself, you require another SDK,” said Andy Yang, the company’s chief executive.

Each SDK can also add to the size of each app, bringing it closer to the critical 20-megabyte limit at which Apple forces users to download the app over wi-fi instead of over the 3G network. Passing this limit can drastically drop the number of users who choose to download an app.

Adding PlayHaven’s so-called “dynamic overlays” allows developers to test different interstitials and promotions without having the re-work the app itself or resubmit it.  (That said, if you test a mobile banner unit that will cover up a critical part of your game’s user interface, you might have to reformat it to fit.)

Accompanying the overlays is an analytics dashboard that shows the clickthrough and conversion rates on these units. If it’s a cross-promotion ad, then it can also show actual installs facilitated by the unit. Developers can also control the frequency with which promotions are shown, or put time restrictions on them, just like with many advertising products.

The service is free for the first 1 million messages a month and then 10 cents for every 1,000 messages after that. A “message” is like an interstitial or unit that’s exposed to a player in the dynamic overlay. PlayHaven just signed a big contract with Glu Mobile to test its dynamic overlays in the company’s games. Before that, it said it had 36 million unique users and was doing 150 million game sessions a month.

The company has raised $3 million last year and been through a number of changes over the past two years. Yang stepped up as chief executive at the beginning of the year and the company shifted away from being a social network for gamers.(source:insidemobileapps

7)Multiplayer cross-platform toolset Game Closure closes seed funding

by Keith Andrew

Evidence of the interest in Game Closure’s cross-platform SDK can be found in the number of investors the firm has been able to source for its seed funding round.

Though the total amount raised is not known, seven different investors – including SV Angel, Charles River Ventures, Benchmark Capital, Greylock Partners and General Catalyst Patrners – have backed the firm as it looks to turn its HTML5-based environment into an industry standard.

Russian investor Yuri Milner – who has previously backed Zynga – and former DeNA board member Joi Ito were also key figures in the round.

Spartan spur

Game Closure looks to offer fully functional multiplayer tech that spans platforms, including iOS, Android and Facebook. Developers are able to write games in JavaScript that utilise standard HTML5 APIs.

The game that results can then be run in any HTML5-equipped web browser, enabling studios to write just one batch of code that can be deployed across all three platforms.

Interest in the firm has also been spurred by continuing rumours surrounding Facebook’s Project Spartan, expected to be announced during the F8 conference on September 22.

The social network’s HTML5-based platform – apparently being developed with Apple’s input – will reportedly deliver a browser-based marketplace, initially for iOS only. A platform like Game Closure, therefore, would appear the perfect fit, enabling developers to target the store with multiplayer equipped from day one.

According to TechCrunch, co-founder and CEO Michael Carter has said the firm’s SDK can be built into a game in under two weeks, allowing studios to back all devices at once rather than involving themselves in the “platform wars”.(source:pocketgamer

8)Lawsuit claims Microsoft tracks Windows Phone users

Aislyn Greene

Users of Microsoft’s Windows Phone are tracked by the company, even after they have opted out of location tracking, according to a lawsuit filed Wednesday in Seattle federal court.

The class-action lawsuit (PDF, 17 pages) was filed on behalf of Rebecca Cousineau, who claims that the company gathered information about her location via the phone’s camera, even after she opted out of the geo-location service.

The suit comes less than four months after Microsoft told Congress it no longer tracks individual smartphones.

The suit alleges that the “deceptive” tracking is a scheme on the part of Microsoft to build a system that can send targeted ads to consumers’ mobile phones based on their location.

The first time Windows Phone owners use the camera, the software prompts them to allow or deny access to their geo-location. Lawyers for Cousineau claim that, even after she denied access to her location, Microsoft continued to record “the approximate latitude and longitude coordinates of the user’s device, a unique identifier for the device, current date and time, and the locations of the closest cellular tower and WiFi network.”

The suit contends that, using the data collected by Microsoft, researchers were able to track the approximate whereabouts of individual consumers.

Lawyers in the suit cite Microsoft’s letter to Congress in May, which said the company collects limited information about a phone’s location, but only to provide more “useful and relevant experiences to customers.”

“To provide these rich experiences, Microsoft collects limited information necessary to determine the approximate location of a device. Collection is always with the express consent of the user and the goal of our collection is never to track where a specific device has been or is going,” Microsoft said the in letter (PDF, 10 pages).

Tracking technology on smartphones has become a political issue recently, with members of a key House committee seeking answers about privacy procedures from Microsoft, Google and other tech companies.

The congressional review was prompted by the claim that Apple’s smartphone software collects and sends location information and other unencrypted user data.

Microsoft has not yet responded to a request for comment.(source:techflash


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