作者：Zoya Street

以下是Mobile Games Forum取自Jeremy Copp，Comscore的一些欧洲手机游戏市场数据：

1、在欧盟5国的所有用户中，目前有逾40%的人使用移动媒体。

2、智能手机拥有者数量达到9400万，相当于总人口的40%。

3、59%手机设备销量来自智能手机，而且这个比例还在不断增加。

4、Android的市场份额从2010年9月的8%提升至26.2%，iPhone市场份额仍维持在20%左右。

5、与此同时，RIM的智能手机市场份额从2010年9月的81.8%下跌至2011年9月的33.9%。

6、智能手机拥有者使用移动媒体的频率提升了237%，而微软和Symbian操作系统用户的这一使用率正在下滑。

7、安装量最多的应用类型是街机游戏，购买量最多的是卡牌和博彩游戏。

8、25%的手机用户（游戏邦注：约6200万用户）过去一个月内曾玩过手机游戏。每天玩游戏的用户数量为1300万。用户所体验的多为预装手机游戏。移动网页游戏玩家比例最小，但仍然有400万玩家。

9、60%的用户每月添加2款游戏，每月下载5款或更多游戏的用户比例占12%。

10、相比聊天和赠礼，排行榜、邀请和多人模式是游戏中使用率较高的社交方式。

11、15%的玩家购买过IAP，42%的IAP销量来自虚拟商品。

mobile gaming(from siliconangle.com)

移动领域的变化

来自Nvidia的Neil Trevett预计，由于智能手机硬件升级，到2015年会有20亿部掌上游戏设备进入市场，但真正意义上的掌机设备出货量仅占数千万部。

Somo的Ross Sleight透露，15%的在线零售交易是通过手机设备完成。其中，97%通过iOS实现，79%通过iPad实现。移动应用使用高峰期在晚上7点到9点间。他认为，针对平板电脑开发游戏并不仅是因为该平台具有电子商务优势，其使用使用高峰期也是一个重要考虑因素，平板电脑是家人共享的，所以开发商的受众还包括平板电脑拥有者的妻儿。

Digital Chocolate的Rob Unsworth引用Evercore / Gartner Forecast预测数据指出，到2017年，游戏市场总产值将从500亿美元增加到1150亿美元。其中，手机和社交游戏占1000亿美元，掌机游戏市场将从350亿美元缩水至150亿美元。

他还引用了近期的Juniper数据，表示到2016年IAP产值将从21亿美元增长至41亿美元。另外，Distimo报告显示，iOS平台的免费增值盈利占比50%，而Android平台的这一比例则是65%。

部分手机游戏表现

* Natural Motion的《My Horse》的下载量已达到800万次。自引进新手教程后，游戏留存率从38.5%提升到44%。

* Fishlabs的《Volkswagen Scirocco》下载量已达到250万次，累积游戏时间为62.5万小时。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

STATISTICS FROM THE MOBILE GAMES FORUM

Zoya Street

If you missed some of the best figures from the Mobile Games Forum, either because you weren’t there or because you were too busy networking, don’t worry. GAMESbrief has you covered.

The mobile games market in the EU

(Source: Jeremy Copp, Commscore)

Over 40% of the total EU5 audience now use mobile media.

Smartphone ownership has now reached 94 million – that’s equal to 40% of the population.

59% of phone devices sold are smart phones, and that number is growing.

Android’s market share has increased from 8% in September 2010 to 26.2%, while iPhone ownership has stayed at around 20%.

Meanwhile, RIM’s share of the smartphone market plummeted between September 2010 and September 2011, from 81.8% to 33.9%.

Smartphone owners are 237% more likely to use mobile media, though Microsoft and Symbian OS users are less likely to do so.

The most installed app type is arcade games, and the most purchased are card and casino games.

25% of mobile phone users (62 million consumers) have played a mobile game in the past month. 13 million play every day. Most games played are pre-loaded onto the handset. Browser game play is in the minority, but still accounts for 4 million players.

60% added two games in a month. The heavy users downloading 5 or more made up 12%.

Chat and gifting are not popular ways to engage socially in a game compared to leaderboards, invites and multiplayer modes.

15% of players have made an IAP in their entire history of app use. 42% of the IAP sold are virtual goods. Does 15% seem low to you? Read about power laws and learn why you will still make money.

Changes to the mobile space

Neil Trevett from Nvidia estimated that, thanks to advances in smartphone hardware, by 2015 2 billion console-class gaming devices will ship – for comparison, actual consoles typically ship in the tens of millions.

Ross Sleight of Somo revealed that 15% of online retail happens on mobile phones. 97% of that occurs via iOS, 79% of that via the iPad. Peak mobile app use happens betwen 7-9pm. He recommended development of games for tablets not just because of the high rate of e-commerce on that platform, but also because of this peak use time – in the evening, tablets are shared within households, so your audience includes tablet owners’ children and spouses.

The games market will grow from $50 billion to $115 billion by 2017. Mobile and social games will make up $100 billion of that, with console gaming shrinking from $35 billion to $15 billion, said Rob Unsworth of Digital Chocolate, citing the Evercore/Gartner Forecast.

He also cited the recent Juniper forecast saying that IAPs will grow from $2.1 billion to $4.1 billion by 2016. Also, a Distimo report indicated that revenue from freemium constitutes 50% of all revenues on iOS and 65% of those on Android.

Mobile game performance indicators

Tequila’s ARPPU is around £4-5, with a conversion rate of 8%.

Some of Papaya’s Android games are seeing an ARPPU of $10 and a conversion rate of 15-20%.

Natural Motion’s My Horse has been downloaded 8 million times. Since introducing a tutorial, their retention rate has increased from 38.5% to 44%.

Volkswagen Scirocco challenge by Fishlabs has reached 2.5 million downloads, generated 625,000 hours of gameplay, which has converted into 17,000 brochures and 9,000 test drives for Volkwagen. (Source: Games Brief)