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调查分析手机游戏推出实体玩具的可行性

发布时间:2012-10-12 16:31:11 Tags:,,

作者:Dubit

71%的儿童在移动设备上体验游戏这一事实,正是《小鳄鱼爱洗澡》和《水果忍者》这类游戏会推出玩具产品的原因之一。但还有哪些游戏有望成功推出毛绒玩具及收藏品呢?

性别差异

移动游戏市场十分庞大。有多大呢?Dubit调查了500名6-11岁的儿童并发现,71%的各年龄层儿童均体验过手机游戏。他们从小开始接触游戏——你可能认为男生在此比例中占主导地位,但事实并非如此。

出乎意料的是,在11-12岁女孩群体中,有87%的女孩玩移动游戏,而男生比例仅为62%。

尽管女孩玩家多于男孩,但男孩在游戏上会投入更多时间——每天的平均时长为1小时18分,而女生所投入的平均游戏时间仅为54分钟。

相对而言,女孩用户缺少粘性这一事实表明,尽管男生玩家数相对较少,但实际上这一群体在游戏市场中更有份量。统计结果表明,在500名儿童中,男孩总计游戏时长为205个小时24分钟,女孩只累积175.5个小时。

who plays mobile games(from mcvuk)

who plays mobile games(from mcvuk)

应用 VS 玩具

然而,在这一用户市场中占主流的仍是玩具产品。Dubit调查显示,相比手机游戏,儿童在玩具中投入时间更长——尽管31%的儿童在玩具上投入1-2小时,而在移动游戏上投入这一时间的儿童仅占比15%。

鉴于大量应用转变为免费模式,或游戏售价低于1英镑这一事实,我们不难推测人们的玩具消费金额远甚于手机游戏。然而,这种差异性却没有我们预期中的明显。Dubit调查显示,平均每个儿童(或他们父母)每周在移动游戏上花费1.98英镑,在玩具上花费3.41英镑。由于儿童难以自行支付手机游戏费用,所以游戏开发者转向了更具盈利性的玩具市场,让游戏推动初始品牌的粘性。实际上,游戏可以为玩具做广告。同时,相比基于卡通作品推出玩具这种传统方法,游戏是成本相对较低的替代物——《Mind Candy》便证实了这一点。

《愤怒的小鸟》跃居上风

为找出最受瞩目的社交游戏,Dubit向这一群体展示了17款最热门的游戏,咨询他们曾体验过哪些游戏。《愤怒的小鸟》以72%的比例成为最热门游戏,《FarmVile》/《CityVile》列居第二(游戏邦注:该游戏在此用户群中占比39%)。

games play(from mcvuk.com)

games play(from mcvuk.com)

《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。

评定标准

拥有大批玩家并不意味着游戏就可以成功推出周边玩具——并非所有游戏都能转变为吸引儿童的玩具。这也是Dubit调查儿童玩家是否希望自己体验的游戏推出玩具的原因。

mobile game-toys(from mcvuk.com)

mobile game-toys(from mcvuk.com)

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%。

这说明,虽然移动游戏是个巨大的商机,但我们仍需采取某些特殊举措方有望打败《愤怒的小鸟》。(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

Talk of the Playground: Apps

by Dubit

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.

GAUGING DEMAND

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)


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