游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

分析主流手机/社交游戏公司的社交媒介影响力

发布时间:2012-09-07 17:37:15 Tags:,,

作者:Jon Jordan

我们都知道社交媒介的重要性,对吧?

但是我们却不清楚它有多重要,在哪种情形下很重要,尤其是在当前我们可能为收获真正的Facebook“赞”和Twitter僵尸粉而投入大笔钱的情况下。

为了更深入地调查这一情况,PockerGamer.biz分析了一些大型社交手机游戏发行商在Twitter和Facebook上的表现情况。

Twitter关注度

关于哪家公司在Twitter上获得最高关注度,这一结果多少有些令人意外。

也许是因为@EA已经拥有将100万的Twitter粉丝,@EAMobile只获得5万个粉丝;大致等同于韩国公司Com2uS的关注度,但逊于竞争对手Gameloft的22万粉丝量。

top-twitter(from pocketgamer-biz)

top-twitter(from pocketgamer-biz)

更让人惊讶的是,PocketGems这家纯社交手机游戏公司尽管只发布了44条微博,但其Twitter账户却聚集了强大的粉丝群。

当然,对许多公司而言,在用户是否关注单个信息中心这一点上看,其社交媒介影响力(例如公司的主账户,或为独立游戏开设账户)的情况却更为复杂。

比如,《愤怒的小鸟》官方Twitter帐号@AngryBirds拥有近50万的粉丝,而@RovioHQ的粉丝量却不足1.5万。

在这种情况下,@GluMobile(38万粉丝)和Zynga(36万粉丝)则是游戏公司充分利用Twitter这一社交网络工具的典型,Glu在Twitter上尤其活跃。Zynga还分出一个名为ZyngaSupport的小账号。

“赞”我一下

Facebook的全球用户远超过Twitter,这表明有许多公司的市场营销活动主要集中于Facebook。

以《愤怒的小鸟》为例,这款游戏在Facebook上拥有2140万个“赞”,而在Twitter上只有50万左右的粉丝。

有趣的是,许多列入Twitter排行榜的公司在Facebook图表上也处于同样名次。最具代表性的当数Gameloft,它拥有将近700万个“赞”,高于只有310万个“赞”的Zynga,尽管Zynga是Facebook游戏发行商。

top-facebook(from pocketgamer-biz)

top-facebook(from pocketgamer-biz)

同样地,Facebook平台另一发行商Crowdstar(但现在专注于手机平台)也同样表现良好。Glu Mobile拥有150万个“赞”,Com2uS同样榜上有名。

日本手机社交平台GREE也进入了这个Facebook榜单。但它还是需要在Twitter战略上多下功夫,@GREE_Corp仅有2100位粉丝,@GREE_Games只有8200位粉丝——这样的数据明显无法与拥有1.9亿用户的公司相匹配。

Facebook vs Twitter

在让我们来看看一些简单的比率。

首先要看看哪些公司在Twitter最有影响力,例如,哪家公司的Twitter粉丝/Facebook“赞”比例较高。

显然,这样的比率可能会导致这两组数据都较小的公司也进入这一行列。目前,Pocket Gems在Twitter上较有影响力。它的Twitter粉丝量比Facebook“赞”高出70多倍。

twitter-centric(from pocketgamer-biz)

twitter-centric(from pocketgamer-biz)

@BackflipStudios和@ChairGames主要因其热门游戏——《Dragonvale》和《无尽之剑》而受到关注。但它们在社交网络上的粉丝量,甚至是这些游戏的粉丝量却仍然相对较低。

@NimbleBit有两款盛行社交游戏,但是作为一家小型独立工作室,它并未在社交网络投入大量精力。《Tiny Tower》和《Pocket Planes》都没有Twitter帐号。

作为他人游戏的发行商,Chillingo也面临相似的境地。鉴于Chillingo是一个强大的iOS品牌,所以你应该会认为它在Facebook上多少会受到更多关注。

更有趣的是,@ZeptoLabs的Twitter粉丝量比它的主打游戏《割绳子》高出三分之一,而这款游戏在Facebook上却更受好评,拥有110万个“赞”。

Android游戏发行商Animoca在此排名最后,它在两个社交网络上的关注度差不多。

最有影响力的公司

Facebook上关注度最高的公司通常是广受大众喜爱的品牌。

虽然前Facebook游戏发行商Crowdstar在Twitter上的关注度不大,但它在Facebook上获得最多的关注。Zynga和GREE也广受关注,后者在Facebook的粉丝量比Twitter上的高出70倍。

facebook-centric(from pocketgamer-biz)

facebook-centric(from pocketgamer-biz)

由于品牌的号召力,Twitter粉丝不多的Disney Mobile在Facebook的关注度却不容小觑,韩国发行商Gamevil在Facebook也拥有较大影响力,虽然其具体数据并不算惊人(游戏邦注:它拥有1.5万Twitter粉丝和11万个Facebook“赞”)。

结论

显然Twitter和Facebook是以不同的方式吸引不同的大众。所有游戏公司都要清楚,自己的关注点是在公司品牌还是游戏品牌上。

公司越小,就越需要关注游戏品牌。

然而,对于大多数人而言,公司可能是制定长远目标的最佳选择。

诸如Glu Mobile,Gameloft和Com2uS这类公司,或者GREE和Zynga,在我们的前两个图表中都体现了他们在社交媒介上的平衡策略,以及他们善于同大众互动的能力。

许多公司都能做到后面一项,但极少公司能做到两者兼备,尽管这有利于减少市场营销成本——要知道,今天这一领域的市场营销成本正在不断攀升。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Infographic: Glu Mobile, Gameloft and Com2uS best at working the social networks

by Jon Jordan

We know social media is important, right?

But how important and in which context is something that’s much more complex to work out, especially in these days when you can spend lots of money for real Facebook likes, let alone dollars for fake Twitter followers.

So, to investigate the situation a little deeper, PocketGamer.biz checked out how well integrated the big social-mobile games publishers were when it came to the most obvious two networks, Twitter and Facebook.

#tweetmethis

When it comes to Twitter followers, there are some surprises about which mobile companies are doing well.

Perhaps hampered by @EA’s almost 1 million Twitter followers, @EAMobile can only manage around 50,000; roughly equal to Korean outfit @Com2uS and dwarfed by rival @Gameloft’s 220,000 followers.

Another surprise is @PocketGems. The pure social-mobile outfit has built up a strong following for its company Twitter account, despite only having made 44 tweets.

Of course, for many companies, social media is made more complex in terms of whether you focus on one centralised hub of information – typically the main company account – or have feeds for individual games.

For example, the official @AngryBirds Twitter account has almost 500,000 followers, while @RovioHQ less than 15,000. (We’ve included Angry Birds on the Twitter and Facebook graphs to provide a benchmark.)

In this context then, @GluMobile (380,000 followers) and @Zynga (360,000 followers) demonstrate how to make the most of Twitter, with Glu being especially active on its channel. Zynga’s activity is split with a separate, smaller, @ZyngaSupport account.

Like me please

When it comes to Facebook, the network’s global appeal means absolute numbers are much, much higher than Twitter, suggesting many companies have focused their marketing here.

A simple example sees Angry Birds having 21.4 million likes on Facebook compared to its almost 500,000 Twitter followers.

Interesting though, many of the same companies ranking high on our Twitter graph also appear on the Facebook equivalent. Most significant are Gameloft’s almost 7 million likes; much higher than Zynga’s 3.1 million, despite Zynga being a Facebook publisher.

Similarly, Crowdstar, another Facebook publisher (although now mobile-focused) performs well. Glu Mobile has a decent 1.5 million likes, with Com2uS featuring again.

Japanese social mobile platform GREE is making its mark on Facebook too. This makes sense as unlike rival DeNA/Mobage, it lets partners publish their own games so focuses on a centralised GREE branded hub.

It needs to work on its Twitter strategy, however. @GREE_Corp has 2,100 followers and @GREE_Games 8,200 – not great for a company that boasts 190 million users.

(Incidentally, Mobage is similarly pitiful with @Mobage having around 14,000 followers on Twitter and around 23,000 Facebook likes.)

Don’t really cares

But enough of absolute numbers: let’s finish off by looking at some simple ratios.

First off, it’s the companies that are the most Twitter-centric i.e. who have a higher ratio of followers to likes.

By definition, such ratio are likely to capture companies who have low numbers of both, although with its massive Twitter audience, Pocket Gems is by far the most Twitter-centric. It has almost 70 times more Twitter followers than Facebook likes.

Companies such as @BackflipStudios and @ChairGames focus their social attention on their highly popular games; Dragonvale and Infinity Blade respectively. Still, their social network totals – even for those titles – are fairly poor.

@NimbleBit has a couple of popular social games, but as a tiny indie doesn’t bother with social networks. Tiny Tower and Pocket Planes don’t have Twitter accounts.

As a publisher of other people’s games, Chillingo has a similar issue. Still, considering it’s a strong iOS brand, you’d think it would be somewhat stronger on Facebook.

What’s perhaps more interesting is that @ZeptoLabs has a third more Twitter followers than its key game @Cut_The_Rope, albeit with the game being vastly more popular on Facebook – 1.1 million likes.

Android publisher Animoca is the final company on the graph, with decent traffic on both social networks.

Big beasts

Looking at the most Facebook-centric companies highlights the most mass market-friendly names.

With a small Twitter presence, one-time Facebook game publisher Crowdstar is the most Facebook-centric. Zynga and GREE feature strongly – the latter with around 70 times more Facebook likes than Twitter followers.

Indeed, thanks to its brand name, and tiny Twitter following – Disney Mobile is another company highlighted, with Korean publisher Gamevil demonstrating a surprisingly highly oriented Facebook presence, although not particular substantial in terms of absolute numbers (15,000 Twitter followers and 110,000 Facebook likes).

Double reach

In conclusion, then, it’s clear that Facebook and Twitter are used in different ways and attract a different sort of audience. Companies need to be bear this in mind, particular in terms of whether to focus on a company brand or a game brand.

The smaller the company, the more sense it makes to focus on a game, especially if you have very popular one.

For most, however, the company is likely the best place to make a longterm bet.

In this way, the presences of companies such as Glu Mobile, Gameloft and Com2uS – and to a lesser extent GREE and Zynga – on our first two graphs demonstrates a well balanced approach to social media and the ability to interact with mass audiences.

Many companies have the latter, but few seem able to do both, despite the advantages in terms of reducing marketing costs – something that’s becoming an ever more expensive issue in this space.(source:pocketgamer)


上一篇:

下一篇: