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每日观察:关注NPD免费增值游戏用户调查(4.24)

发布时间:2012-04-24 10:32:56 Tags:,,

1)NPD最新报告显示,有40%玩过可升级免费增值游戏的用户都曾经付费增强游戏体验。

该报告调查了6000多名个人用户,其中包括儿童及女性群体,调查结果显示女性比男性用户更喜欢玩免费增值游戏,但消费愿意却比后者更低。

freemium(from monkeybin.no)

freemium(from monkeybin.no)

38%美国人口都在玩免费增值游戏,其中多数用户会在接触某款游戏首个月中就付费购买其中的虚拟商品。

仅有15%已经了解免费增值游戏的玩家不会选择继续体验此类游戏,高达84%尝试此类游戏的玩家随后就会沉浸其中。

女性用户更容易在初次体验后继续玩游戏,而13-34岁男性用户最容易在首次尝试后就放弃这种游戏(游戏邦注:报告称这一年龄段的男性用户多为硬核游戏群体,因此对免费增值游戏的粘性较低)。

2)游戏及应用发行商Animoca最近指出其网络数据显示,多数Animoca游戏用户来自Android平台(其数据取自3月25日至4月2日)。

其中,三星用户在Animoca玩家中占据最大份额,达到55.03%,其用户甚至超过了其他设备制造商用户的总和。

device brands of Animoca users(from Animoca)

device brands of Animoca users(from Animoca)

在Animoca游戏玩家所使用的前20名Android设备中,三星Galaxy S II用户居于榜首,共有9部三星设备跻身前20名。第二名是Kindle Fire设备(需注意,Animoca北美用户仅占27.5%,而Kindle Fire也仅在美国发售),这种迹象表明Kindle Fire不但在北美很有市场,而且其用户也多为游戏玩家。

3)Zach Gage(仅有单人成员的独立开发商)推出的iPhone、iPad文字游戏《SpellTower》植入社交元素并进行营销推广之后,在两天内就突破2万份销量。

SpellTower-iOS-App(from jaxov.com)

SpellTower-iOS-App(from jaxov.com)

Gage推出这款游戏的48小时限时半折优惠活动,并在两天内获得了2万1576份下载量,而在本次促销活动之前,这款游戏5个月内的下载量仅6万1987份。

该游戏现已攀升至iTunes应用榜单前列,在美国iPad付费应用榜单排名第三,在付费iPhone应用榜单排名第10。

4)移动分析平台Flexion发布近日报告指出,2012年1-3月使用Flexion平台的手机应用产值达445万欧元(约590万美元),该平台托管了2570万次免费试玩次数,产生260万笔付费交易,付费转化率达10.1%。

flexion-q1-2012-revenue-breakdown(from Flexion)

flexion-q1-2012-revenue-breakdown(from Flexion)

平均每名付费用户消费额为1.7欧元(约合2.3美元),该平台在第一季度共有527款上线游戏,Digital Chocolate旗下的《Crazy Penguin Catapult 2》位居热门游戏榜单之首,在诺基亚用户中尤其受欢迎。

Flexion最大的盈利市场在拉美地区,但EMEA地区(欧洲、中东和非洲)在第一季度收益中占比27%,美国占比19%,亚太地区占比54%。用户消费表现最乐观的国家分别是墨西哥、巴西和阿根庭,发展最迅速的国家分别是巴西、俄罗斯、印度尼西亚、印度和中国。

从用户覆盖面来看,在1月份共有1100万用户体验植入Flexion服务的游戏,在2月份这一数据为1000万,3月份则是1370万;该公司目前累积用户达1.25亿。

5)广告网站Chitika最近数据,美国苹果用户使用移动设备的活跃度高于其他设备的用户。

Chitika指出在过去24小时中,iOS设备在其网络使用率中占比68%,Android设备占有率不足28%(在4月19日时所占流量甚至只有19%),其他平台(包括Windows Phone、黑莓等)不足5%。

real time research(from techdiem.com)

real time research(from techdiem.com)

iPad用户在Chitika网站中所消耗流量比iPhone用户更多,而iPod Touch流量则逊于前两者。

iOS_vs_Android_Graph(from Chitika)

iOS_vs_Android_Graph(from Chitika)

Chitika还在发现iPad用户点击率最高,在4月9-15日期间,iOS用户的点击率为0.72%,Android点击率则是0.6%。

在iOS设备中,iPad用户点击率达0.8%,iPhone用户则是0.67%,iPod用户是0.62%。(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

1)NPD: 40% of freemium players pay for in-game upgrades

by Mike Rose

The latest report from the NPD Group has found that 40 percent of people who have played an upgradable freemium game have made an in-game payment to extend or enhance the experience.

The Insights into the Freemium Games Market report, which surveyed over 6,000 individuals including both children and adults, notes that women and girls are “significantly more likely” to play freemium games than men, yet are less likely than men to pay.

The NPD Group says that around 38 percent of the U.S. population currently plays some form of freemium gaming, with the majority of those players who opt to pay doing so within the first month of playing a particular game.

Therefore, says the NPD’s Anite Frazier, it is important for developers to consider features that drive quick conversion to pay for players.

Elsewhere in the report, the group says that only 15 percent of gamers who are aware of freemium games choose not to play them, while a notable 84 percent of gamers who try freemium gaming will then stick with it.

However, while females are more likely to continue playing a freemium game after the initial try, males aged 13 to 34 are most likely to abandon freemium gaming entirely after trying it.

Frazier said that this is down to this age group for males being traditionally a large part of the core gamer audience, and therefore is less likely to find themselves engaged by freemium games, as they are quite different to what they expect from games.

“At a minimum, for these gamers a freemium game would provide a different experience, like a snack versus a full meal,” she said.(source:gamasutra

2)Kindle Fire beats rivals to be second most popular Android gaming device

by James Nouch

Game and app publisher Animoca has used data from its network to catalogue which Android devices and manufacturers are most popular among its users.

The figures, which cover activity between 25 March and 2 April, show that Samsung is far and away the most popular brand among Animoca’s users.

In fact, the Korean manufacturer boasts more users than every other manufacturer combined.

Top of the pops

Samsung’s dominance is also evident when you examine the top 20 Android devices used to play Animoca games.

The Galaxy S II takes the top spot, and the list includes nine Samsung devices in total.

But second place belongs to the Kindle Fire, despite the fact that only 27.5 percent of Animoca users are in North America – the only region in which the device is currently on sale.

Seeing off competition from worldwide brands such as HTC, LG, Sony Mobile, and Pantech, Amazon’s strong showing suggests that the device has not only sold extremely well in North America, but that its audience is interested in gaming, too.

It’s something that chimes with market research from Newzoo, which put Kindle Fire’s install base as more than 10 million, potentially as high as 16 million.(source:pocketgamer

3)After social push, SpellTower iOS sells 22K copies in 2 days

by Mike Rose

Zach Gage’s one-man indie iPhone and iPad word game SpellTower sold more than 20,000 copies in the space of two days, following a huge social and marketing push from the developer.

Gage halved the price of his highly-rated game for 48 hours, and revealed it subsequently saw 21,576 copies sold in two days, compared to the 61,987 copies that were sold during the five months prior to the sale – showing the verticality of the sales curve approaching the top of the iOS charts.

The game also climbed into the various top 10 charts on iTunes, reaching number three in the U.S. top paid iPad apps chart, and number 10 in the U.S. top paid iPhone apps chart. (source:gamasutra

4)Hosting 26 million trials during Q1 2012, Flexion sees conversion rates on its Android game wrapper of over 10%

by Jon Jordan

In keeping with many other analytics and monetisation mobile platforms, Flexion has committed to regularly release some of its market figures.

The point of its new Apps Market Report, which will be made available on a quarterly basis, is that it will provide transparency into the growth of its Android and Java wrapping technology, as well as providing a more general look into mobile game and app distribution trends.

Flexible friend

During the period January-March 2012, Flexion says €4.45 million (around $5.9 million) was spent on mobile apps via its Flexion platform.

It hosted 25.7 million free trial plays of games, resulting in 2.6 million paid transactions, giving a conversation rate of 10.1 percent from Flexion’s try-before-you-buy service to a sale.

On average, Flexion says its average spend per consumer was €1.70 (around $2.30).

It finished the quarter with 527 live games of which Digital Chocolate’s Crazy Penguin Catapult 2 was the top performing title; particularly on Nokia phones.

Digital Chocolate also uses Flexion on Samsung Apps, BlackBerry App World and to handle its pre-load business.

Other Flexion customers include EA, Sony Mobile and Orange.

Emerging growth

Flexion’s largest market in terms of revenue was Latin America.

Broken out into larger blocks, however, the EMEA region accounted for 27 percent of Flexion’s Q1 revenue, the Americas 19 percent and APAC 54 percent.

Best-performing countries in terms of consumer spend were Mexico, Brazil and Argentina, while Brazil, Russia, Indonesia, India and China are generating the fastest growth.

In terms of reach, during January, 11 million consumers used Flexion-enabled games. In February, the total was 10 million, rising to 13.7 million in March.

The company now has a lifetime cumulative total of 125 million customers, although this isn’t broken down in terms of uniques.(source:pocketgamer

5)Real-Time Research: iOS Dominates Over Android When It Comes To Usage, Says Chitika

Ingrid Lunden

Android, by most accounts, is proving to be the most popular smartphone platform when it comes to devices getting sold today — partly due to the sheer variety of devices and price points that are out there. But a new research tool that tracks usage in real-time shows that when it comes to usage, consumers, in the U.S. at least, are far more active on Apple’s devices than on any other.

The numbers come from the ad network Chitika, which notes that in the last 24 hours, iOS devices, covering the iPhone, iPad and iPod models, accounted for just under 68 percent of all usage on its network. Android, meanwhile, accounted for just under 28 percent. Other platforms (Windows Phone, BlackBerry, etc.) were less than five percent of all activity. But there have been periods in the last few days when Android accounted for as little as 19 percent of traffic (on April 19, as it happens).

You can watch the new tool in action right here.

Chitika also breaks out what kind of iOS traffic we are talking about, and it looks like iPad tablet users are sending more traffic to its network — and browsing web sites and apps where Chitika’s ads appear — than iPhone users, with iPod traffic being the smallest of all.

If you look at the graphic on the site itself, you can run the cursor over the line chart to get specific percentages.

The stickiness of iOS and the iPad are also borne out by a separate piece of research from Chitika, which found that users of iPad tablets had the highest click-through rates. Looking at “hundreds of millions” of mobile ad impressions on its network, covering April 9-15, Chitika found iOS devices had a 0.72 percent CTR, and Android had a 0.60 percent CTR.

Within iOS, iPad users had the highest CTRs at 0.80 percent, compared to 0.67 percent for iPhone and iPod had 0.62 percent.

For the real-time research, Chitika explains that the numbers come from monitoring unique impressions on mobile devices covered by the Chitika Ad Network. It says it works in a six-hour delay into the numbers for “maximum continuity of data.”

Does this sound like mobile stat watching gone too far? For the majority it may well be — but this is actually a pretty interesting bit of data for the world of mobile advertising and mobile content in general. It potentially gives ad networks, and advertisers, a lot more insight into planning campaigns on platform versus another and one device compared to another. Publishers can use this kind of data to help decide how it channels resources for serving content to different apps and platforms and devices as well.

I think that we are bound to see some kind of response from the Google camp on these usage numbers, which do not put Android into the best light. It will also be worth watching to see if other ad networks follow suit and offer similarly granular insight into daily/hourly usage.(source:techcrunch


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