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每日观察:关注App Annie日本移动游戏市场报告(1.29)

发布时间:2013-01-29 12:18:50 Tags:,,

1)应用商店分析公司App Annie日前发布日本移动市场数据显示,在2012年10月,日本Google Play收益超过美国,成为Anroid平台盈利性最高的市场,在全球Google Play收益中占比29%。尽管如此,日本iOS App Store收益仍然远远高于Google Play。

top 20 ios publishers(from App Annie)

top 20 ios publishers(from App Annie)

值得注意的是,在此之前(截止2011年底)日本智能手机市场份额仅为23%左右。

日本移动市场过去主要由NTT DoCoMo、KDDI和软银这三大运营商主导大局(游戏邦注:这也是功能性手机长期在日本盛行的主要原因),但iOS和Android系统的问世使这三大巨头对手机内容的控制权受到冲击。

App Annie报告还分析了2012年1月至9月日本前20名iOS发行商(根据收益排名)的情况,并指出游戏发行商在其中占据了18个席位,这20家发行商占据了所有iOS内容半数以上收益,其中前五大发行商占据了将近三分之一的收益。此外,该榜单以日本公司为主,只有韩国NHN(LINE开发商)、法国 Gameloft和苹果是其中为数不多的三家海外公司。而Zynga、EA和Rovio等在其他地区极具影响力的大型公司甚至无法跻身日本前20家发行商之列,由此可见西方公司攻克日本市场的难度极大。

top 10 iPhone categories(from App Annie)

top 10 iPhone categories(from App Annie)

从收益来看,游戏仍然最占优势,在所有内容收益中占比77%(游戏在其他地区市场也同样如此,在美国市场收益占比59%)。

top 10 iPhone social networking(from App Annie)

top 10 iPhone social networking(from App Annie)

另外值得一提的是社交网站应用,从2012年1月至9月,这类应用在iOS平台收益增长383%,其中Line的用户已突破1亿,成为截止2012年9月在日本收益最高的社交应用。

2)日本开发商GungHo日前宣布免费智能手机游戏《Puzzle & Dragons》iOS和Android注册用户已在1月18日空破700万(在本月初已宣布用户达600万)。

Puzzle-Dragons(from appgame)

Puzzle-Dragons(from appgame)

观察者指出,这款游戏下载量持续上升除了得益于电视广告,还有一个原因就是它在1月11日登陆了Kindle Fire。

《Puzzle & Dragons》于2012年2月份在登陆日本iPhone平台,在9月份入驻Android平台,11月份向美国App Store发布英文版本。

该游戏目前是日本iPhone、iPad和Android平台收益排名第一的游戏,其开发商GungHo目前市值达1952亿日元(22亿美元),身价超过了Zynga(19亿美元)。

3)Strategy Analytics最新报告指出,上一季度全球智能手机销量达2.17亿部,增幅为38%,整个2012年智能手机销量超过7亿部,其中Android设备占比68.4%,而iOS仅占比19.4%。2012年全球手机设备总出货量达16亿部,这意味着智能手机仍然低于半数比例。

从设备制造商来看,苹果2012年手机出货量为1.358亿部,而三星则是3.965亿部(其中多为智能手机)。诺基亚出货量为3.356亿部,但其中多为非智能手机设备。

2012年第四季度苹果智能手机出货量达4780万部,所占市场份额为22%,略低于去年的24%;该季度苹果和Android在全球智能手机出货量中占比92%。

4)据techcrunch报道,中核游戏开发商Kabam日前宣布2012年总收益达1.8亿美元,同比2011年增长70%(游戏邦注:这是总收益数据,并未扣除苹果、谷歌或Facebook等平台供应商的30%抽成),但并未透露公司利润。据Gamesbeat报道,其中有1亿美元来自《Kingdoms of Camelot》、《Arcane Legends》和《The Hobbit》这三款iOS和Android游戏,而在2011年该公司所有的1亿美元收益均来自Facebook平台。

Kingdoms-of-Camelot(from mmohunter)

Kingdoms-of-Camelot(from mmohunter)

有传言称该公司在2011年5月融资7500万美元时的估值至少达5亿美元,Kabam至今已至少融资1.25亿美元,远超另一家中核游戏开发商Kixeye(已融资1900万美元)。

5)英国开发商Kwalee财务经理Tom Aherne最近调查了热门游戏在美国免费游戏营收榜单,以及英国榜单排名情况。其数据显示,在过去三个月中《CSR Racing》、《The Simpson: Tapped Out》以及《Candy Crush Saga》在免费和营收榜单排名相对较高,而《Kingdoms of Camelot》和《Rage of Bahamut》在营收榜单名次较高,但在免费榜单排名相对较低。

Rank Difference(from pocketgamer)

Rank Difference(from pocketgamer)

但从ARPU来看,《Kingdoms of Camelot》和《Rage of Bahamut》这两款游戏表现最佳,由此可以推测这两款游戏发行商——Kabam与DeNA在美国投入的用户营销成本更少,所以它们在免费游戏榜单排名较低(因为免费游戏榜单排名与下载量一般会受到发行商投入营销成本的影响)。

6)据venturebeat报道,游戏市场分析公司Newzoo主管Petr Warman最近指出,游戏行业的收购及投资额度之间的巨大差距表明,投资者对该领域的信心已受到影响。

Newzoo-logo(from business2community)

Newzoo-logo(from business2community)

社交、移动和网络游戏市场规模目前正在赶超PC和主机游戏市场。游戏行业的玩家数量目前已达8.8亿,移动游戏每年增幅为32%,目前市场规模达90亿。有33%的移动应用下载量来自游戏产品,有66%的移动应用收益来自游戏相关产品。

Warman强调游戏行业正出现5种趋势:用户将使用更多种游戏设备,游戏趋于免费模式,游戏在向服务转型,能够实现收支平衡的模式才是优秀的商业模式,游戏正呈现全球化特点。(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)App Annie takes an-depth look at the mobile app economy in Japan

Scott Reyburn

App store analytics company App Annie today took an in-depth look at Japan, analyzing the Japanese mobile industry, the state of the platforms in the country and the companies, app genres and apps dominating the Japanese market.

In October 2012, Japan surpassed the U.S. in revenue on Google Play, becoming the most lucrative country for the Android platform, with 29 percent of the app store’s total global revenue.

Before Japan surpassed the U.S. as the leader in terms of revenue on Google Play, the country was actually late to the smartphone party, with smartphones taking only a 23 percent share of the handset market share at the end of 2011.

In Japan, the mobile market is dominated by three wireless carriers — NTT DoCoMo, KDDI and SoftBank. Traditionally, these companies have been the gatekeepers of content, but since the debut of the iOS and Android app store ecosystems, the top three wireless carriers are seeing its control over content change hands to the iOS and Android mobile platforms. This is why feature phones held on for so long in the country while smartphones blossomed in other regions, because the wireless carriers could restrict access to content and have influence over device manufacturers.

The No. 1 wireless carrier, NTT DoCoMo, doesn’t carry Apple products because it can’t control the sale of content from the Apple iTunes Store. Instead, NTT DoCoMo put its chips on Android and also built its own carrier stores to continue to maintain control on content that flows through its wireless network. For example, “dmenu” is a portal for accessing internet-based content, and “dmarket” is a market offering videos, music, books and apps.

On the other hand, the No. 2 and 3 wireless carriers, KDDI and Softbank, offer the iPhone, enabling Japanese consumers to buy content through the Apple iTunes Store instead of through the wireless carrier. The move to carry Apple products in turn has boosted the subscriber rate for both KDDI and Softbank, while NTT DoCoMo is now losing more subscribers than the competition, which leaves hope for KDDI or Softbank to overtake NTT DoCoMo as the wireless carrier leader in Japan.

All the happenings in the Japanese wireless carrier industry led to Android holding two-thirds of the Japanese smartphone market share, while iPhone has the other third. Despite Android’s handset market share, the Apple iTunes Store generates far more revenue than Google Play, although Google Play has been catching up over 2012. A trend seen in other regions as well.

App Annie also analyzed the top 20 iOS publishers in Japan by revenue from January 2012 to September 2012, finding that 18 of the top 20 publishers are gaming companies. The 20 publishers combine for more than half of the total value of all grossing content, with the top five publishers representing nearly one-third of all revenues. Also, Japanese companies dominate the chart, with only South Korean NHN, developer of LINE, French game developer Gameloft and Apple as the lone Western companies in the top 20. Publishers with deep pockets and market dominance in other regions such as Electronic Arts, Zynga, and Rovio, aren’t even in the top 20, which demonstrates the difficulty for Western companies to excel in the Japanese gaming market.

The games genre, to no one’s surprise, crushes the other app genres in revenue, with 77 percent of total revenues across all categories. The gaming category is the leader in revenue in other regions as well — the U.S. at 59 percent — but the category is not as dominate as the category is in Japan. GungHo Online’s Puzzle & Dragons, which recently reached the seven million user mark, is an example of a native mobile game for smartphones that’s leading the way for the gaming genre in Japan, demolishing the competition in terms of revenue.

Aside from games, social networking is a genre worth noting. iOS revenues for social networking apps grew 383 percent when App Annie compared its January 2012 versus its September 2012 data.