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每日观察:关注应用营销活动对榜单排名的影响(6.4)

发布时间:2013-06-04 11:27:55 Tags:,,

1)据AllThingsD报道,Zynga日前裁减18%的员工(约520人),关闭了位于旧金山、达拉斯和纽约市的工作室。

来自Zynga旧金山工作室的一名美术人员通过Twitter发贴表示,该工作室裁员18%,有55名成员失业。该工作室首款Facebook游戏《Empires & Allies》也将于6月17日被关闭,Zynga裁员举措将于8月结束。

Zynga表示这一举措将为公司节省7000万至8000万美元的税前年开支存款。

zynga-revenue-slide-q1-2013-earnings-report(from Zynga)

zynga-revenue-slide-q1-2013-earnings-report(from Zynga)

Zynga曾在今年2月关闭了Baltimore工作室,并将位于德克萨斯州的麦金尼团队,以及奥斯汀市中心的团队并入达拉斯与北奥斯汀工作室,重组纽约市工作室(日前彻底关闭了这家工作室)。在2012年10月,Zynga裁员超过100人,缩减了芝加哥工作室规模,并彻底关闭了波士顿工作室。

Zynga收益正逐季下降,已从2012年第二季度时的3.32亿美元降至今年第一季度的2.64亿美元;该公司重新调整了2013年第二季度的财报预期,预计亏损将达2850万至3900万美元。

zynga-stock-6-3-2013(from insidemobileapps)

zynga-stock-6-3-2013(from insidemobileapps)

Zynga裁员消息公布后,其股价跌至每股3美元,下挫12%。

2)Kantar Worldpanel最新报告显示,在过去12个月中,iPhone和Windows Phone在美国的智能手机市场份额发展速度均超过了Android。

苹果iOS在此期间市场份额增长2.3%,而谷歌Android仅增长1.4%。微软Windows Phone增长1.8%,在美国智能手机市场中占比5.6%。

Android目前在该市场占比51.7%,iOS占比41.4%,而黑莓占比却不足1%。

smartphone sales(from Kantar)

smartphone sales(from Kantar)

Kantar Worldpanel认为Windows Phone的成功得益于微软将目标用户从年长的用户转向更年轻的群体,在2011至2012年,Windows Phone在50-64岁群体中更有影响力,现在则收获了大量25-34岁年轻用户。

报告指出,Android在中国也占据半数以上市场份额,但中国排名第二的智能手机平台是Symbian而非iOS;Symbian在上个季度中的市场份额下降了2个百分点,在未来2个季度中有可能从第二名降至第三名。

3)据serkantoto报道,日本热门智能手机游戏《Puzzle & Dragons》于5月18日在日本突破1400万用户,历时20天增长100万用户(游戏邦注:该游戏在4月28日达到1300万用户)。

这是该游戏连续第12次,仅用3周时间增加100万玩家。下图是该游戏自2012年2月至今的用户增长情况:

puzzle-dragons-mobile-game(from serkantoto)

puzzle-dragons-mobile-game(from serkantoto)

4)Tesco Mobile最新报告显示,平均每名英国智能手机用户安装了23款应用,但只使用了不到三分之一的应用。实际上,英国用户每年在付费下载而从未使用过的应用上浪费约5800万英磅。

在这些被浪费的“僵尸应用”中,健身应用是最易被用户忽视的类型,菜谱指导以及语言学习应用也被纳入此列。

unused apps(from iphonehelp.in)

unused apps(from iphonehelp.in)

但仅有10%英国用户每周都会删除未使用的应用程序,15%承认自己从未在设备上删除一款应用。

除此之外,平均每位英国用户的通讯录存有66位联系人电话号码,但有10%用户不认识通讯录中10%的联系人。

5)移动营销公司Trademob日前发布信息图表显示,应用营销活动有助于通过在短时间内创造可观的下载量,提升应用在苹果App Store中的排名,从而获得曝光度和更多新用户。

该图表指出,一款应用若要跻身App Store前十名榜单,就需要在发布72小时内获得庞大的下载量。应用在发布24小时内所收获的下载量,将成为其排名的最大影响因素。

对于游戏应用,在营销活动头3天中的每次付费安装,平均可以产生1次额外自然(免费)安装量;对非游戏应用而言,这一数据则是0.65次。

从游戏应用的平均每安装成本(CPI)vs有效每安装成本(eCPI)来看,美国和英国市场成本最高。美国市场的CPI为1.4美元,eCPI为0.7美元。英国市场的CPI为1.2美元,eCPI为0.6美元。

美国iOS App Store前十名热门免费榜单的下载量门槛最高,达到8万次;英国市场同一榜单下载量门槛为2.6万次,德国为1.5万,法国为1.3万,意大利为1.1万,西班牙为7000。

CPI_USD_Final(from Trademob)

CPI_USD_Final(from Trademob)

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)Zynga lays off 18 percent of its employees, shuts down 3 offices

Scott Reyburn

Zynga today let go 18 percent of its employees (approximately 520 people) after shutting down its Los Angeles, Dallas and New York City studios. The studios that were shut down was first reported by AllThingsD. A small portion of the 18 percent were let go from Zynga’s Los Angeles office, which saw 55 employees losing their jobs, according to a tweet from an artist at the

Los Angeles studio. Empires & Allies, the first game for Facebook from the Los Angeles studio, will be shut down on June 17. The layoffs and cost cuts will be completed by August.

According to a release from Zynga, the move will result in an estimated $70 million to $80 million in pre-tax annualized cash expense savings.Zynga revenue slide Q1 2013 earnings report

In February, Zynga closed it’s Baltimore studio as well as relocated its Mckinney, Texas and downtown Austin offices to its Dallas and North Austin Offices. The New York City offices saw consolidation as well, with the staff moving to the New York City mobile studio before being completely shut down today. In October 2012, Zynga laid off more than 100 employees, axing employees from its Chicago office, while completely closing down its Boston office.

In Zynga’s last earnings call, CEO Mark Pincus drove the point home that the gaming company was in a transition from web to mobile. As a result, Zynga has sunsetted more than a dozen of
its titles in recent months. Zynga’s revenue has been on a decline every single quarter since it’s height in Q2 2012 at $332 million, falling to $264 million in Q1 2013. Zynga also revised its earnings forecast for Q2 2013, estimating a net loss in the range of $28.5 million to $39 million, up from $26.5 million to $36.5 million.

According to Barron‘s, Zynga halted trading of its stock on Nasdaq shortly before the company announced the layoffs. The stock has since resumed and is trading at $3.00 a share, down 12 percent as of 4:29 EST.(source:insidemobileapps

2)Android holds half US smartphone sales, but iOS and Windows Phone growing faster

by Keith Andrew

Android’s hold on the US market shows no sign of waning, according to Kantar Worldpanel, though the inevitability of being top dog is that its growth appears to be plateauing.

The firm’s latest estimates suggest that, over the course of the last 12 months, both iPhone and Windows Phone have outpaced Android when it comes to share growth.

Kantar reports Apple’s share is up 2.3 percentage points during the last 12 months compared to Google’s 1.4 percent rise.

Also, the firm claims Microsoft’s hand grew by 1.8 percentage points, giving it a 5.6 percent share of the smartphone market across the US.

Third place race

That pegs Microsoft’s platform some distance behind Android on a 51.7 percent of smartphone sales and iOS on 41.4 percent – though the Redmond giant will be pleased it appears to have cemented its position as the third major OS in the US.

Its closest competitor, BlackBerry, now holds less than 1 percent of smartphone sales according to Kantar.

Kantar Worldpanel claims key to Windows Phone’s success has been its switch from previously appealing to older consumers to now targeting a far younger group.

“When looking at those who changed device, between 2011 and 2012 Windows was more successful at capturing older consumers aged 50-64,” said analyst Mary-Ann Parlato.

“But when looking at those changing now and in the last year, we’re seeing Windows now gaining share among those aged 25-34.”

It takes two

Android’s dominance in the US is now also being mirrored in China, where Kantar Worldpanel claims Google holds more than half the smartphone market in terms of install base.

Second to Android in China is not iOS, however, but rather Symbian, which – despite a significant slide in share – remains a major player in the region for the time being.

“Symbian has declined 2 percent in the last quarter, whilst iOS remained resilient,” Kantar concluded.

“Following the same trend, Symbian looks likely to lose its second place to be the third in the next 2 quarters.”(source:pocketgamer

3)Puzzle & Dragons Hits 14 Million Users, Keeps Growing By 1 Million In Under 3 Weeks

by Dr. Serkan Toto

Japan’s top smartphone game Puzzle & Dragons has passed the 14 million user mark (in Japan only), maker GungHo said today.

The RPG/puzzle hybrid actually hit the new number on May 18, just 20 days after reaching 13 million users on April 28.

In other words, GungHo was able to add a million players in just under 3 weeks again – for the 12th time in a row.

This chart from Japanese news site Social Game Info shows how Puzzle & Dragons’ user base grew from the start in February 2012 to today:(source:serkantoto

4)Brits waste £5.8m on ‘one-hit-wonder’ apps each year

by Zen Terrelonge

Fitness apps are the most commonly abandoned.

New research from Tesco Mobile finds that the average UK smartphone has 23 apps installed on it, but less than a third are used. In fact, the network claims Brits waste around £5.8 million a year on premium apps that are never used.

Describing the zombie downloads as ‘one-hit-wonder’ apps, the data shows fitness apps are the most neglected as users rarely open them, with recipe guides and language learners also among the fallen.

Just ten per cent of Brits delete unused apps on a weekly basis, while 15 per cent admit that they have never deleted an app from their device.

In addition to building the clutter, Brits say they’re clueless about who’s in their phonebook. The average device has 66 number in the contact list, and ten per cent of people have no idea who ten per cent of the contacts are.(source:mobile-ent

5)INFOGRAPHIC: Achieving a top ten App Store ranking

by Daniel Gumble

Trademob looks at the estimated cost of attaining top ten success.

Mobile marketing platform Trademob has created a new infographic, which outlines the estimated cost of achieving a top ten ranking in the Apple App Store.

The Trademob infographic places particular emphasis on illustrating the effects of boost campaigns, and, more specifically, how they can drive organic installs.

App marketing boost campaigns are able to increase an app’s ranking by generating substantial numbers of downloads within a short time period, meaning that the app can gain increased visibility and attract new users.(source:mobile-ent


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