应用 VS 玩具
《水果忍者》（34%）与《Worms》（31%）分别名列第三和第四，它们均推出了玩具产品，《小鳄鱼爱洗澡》也同样如此（游戏邦注：迪士尼曾宣布该游戏首批周边产品于今年5月上市）。令人惊讶的是，仅13%的受访者玩过《小鳄鱼爱洗澡》。位居第5-7名的依次是《Temple Run》、《Diamond Dash》和《涂鸦跳跃》——当时这三款游戏均未推出玩具授权产品。但是，迪斯尼/Pixar已发行Brave版本的《Temple Run》，意在借该游戏推广《Brave》这部电影及其周边玩具。
通过玩家数据可以看出，《涂鸦跳跃》、《三重镇》和《祖玛》这三者拥有最大的玩家需求（比例分别为42%、39%和38%）。但是，有些游戏的玩家数量多于其他游戏，因此，Dubit整合所有结果，查看哪些游戏所聚集的玩家数量同玩具需求成正比。数据结果显示，《Temple Run》和《祖玛》需求量最高，随后就是《Diamond Dash》。
Dubit调查结果并不表明《Temple Run》的实体玩具会成为畅销品：《Temple Run》、《祖玛》和《Diamond Dash》的玩家数量接近《水果忍者》与《Worms》（已有15年以上的市场知名度）。在500个儿童的调查中，有99个儿童玩过《Temple Run》，其中31个儿童希望该游戏推出玩具。这一数据在所有调查样本中仅占6%。
Talk of the Playground: Apps
Dubit asks kids for their views on which mobile games they’d like to see move into the toy aisles…
With 71 per cent of children playing games on mobile devices, it’s no wonder the likes of Where’s My Water? and Fruit Ninja have been turned into toys. But which other games are in the best position to turn themselves into successful plush characters and collectables?
THE GENDER DIVIDE
Mobile gaming is big. How big? Dubit’s research of 500 six to 11 year olds reveals that 71 per cent of children play mobile games across all ages. That’s starting young – and you’d expect it to be dominated by the boys, but it isn’t.
When girls are between 11 and 12 years of age, surprisingly 87 per cent are playing games on mobile devices, compared to only 62 per cent of boys.
Despite more girls playing mobile games than boys, boys tend to engage for longer periods of time, spending an average of an hour and 18 minutes a day on mobile games, compared to 54 minutes for girls.
Girls’ relative lack of engagement means that despite there being fewer male mobile gamers, boys actually represent a larger proportion of the market. Aggregating across the sample of 500 children, boys notched up a total of 205 hours and 24 minutes of mobile gaming a day collectively, whereas girls only accumulated 175 and a half hours.
APPS VS TOYS
It’s still the toy that rules, however. Compared to mobile games, Dubit’s research shows that toys keep kids occupied for longer – while 31 per cent of kids will play with toys for one to two hours, only 15 per cent will play mobile games for that long.
With many apps being free, or costing under one pound, it shouldn’t be surprising that more money is spent on toys than mobile games. However, the divide may be tighter than expected.
Dubit’s research shows the average child (or their parent) spends £1.98 a week on mobile games, compared to £3.41 on toys. As it is hard for children to pay for mobile games themselves, it makes sense that game owners are looking to move in on the more lucrative toy market, where the game can drive the initial brand engagement. In effect, the game advertises the toy. It’s also true that compared to the traditional method of using cartoons to launch toy lines, games are a relatively cheaper alternative – as Mind Candy is proving.
ANGRY BIRDS ON TOP
To find the most popular social games, Dubit presented the young gamers with a list of 17 of the most popular titles and asked which they’ve played. Angry Birds is the most popular mobile game with 72 per cent of six to 11 year olds having played the bird-flinging phenomenon, leaving FarmVille/CityVille in second place (39 per cent).
Fruit Ninja (34 per cent) and Worms (31 per cent) claim the third and fourth spots, and both have existing toy deals, as does Where’s My Water?, with Disney unveiling the first line of merchandise in May. Surprisingly, this game is played by only 13 per cent of the sample. Places five to seven went to Temple Run, Diamond Dash and Doodle Jump – at the time of going to press all three are without a toy licence. However, a special Disney/Pixar Brave version of Temple Run has launched to promote the brand, which has a film and toy line.
Having a large number of players is not a guarantee that a mobile game could become a successful toy: not all convert into attractive toys for kids. This is why Dubit asked the children who played the games whether they would like them turned into toys.
Doodle Jump, Triple Town and Zuma were the games with the greatest level of demand from their players (42, 39 and 38 per cent respectively). However, some of these games have more players than others, so Dubit combined the results to see which games married a high number of players with healthy demand for a toy. The resulting data showed that Temple Run and Zuma are in highest demand, followed by Diamond Dash.
Dubit isn’t suggesting that Temple Run toys would fly off the shelves: the popularity of Temple Run, Zuma, and Diamond Dash are closer in terms of player numbers to Fruit Ninja and Worms (which also benefits from being on the market for over 15 years) than Angry Birds. Out of the 500 children surveyed, 99 played Temple Run and 31 of them wanted it turned into a toy. That represents only six per cent of the sample.
It goes to show that while the mobile gaming industry is big business, it’s going to take something special to knock Rovio’s Angry Birds from its perch.（source:toynews-online)