作者：Peter Driessen

你有没有注意到，在过去几个月，关于HTML5游戏开发的讨论已经发生变化了。格试争论仍然存在，但我们看到越来越多开发者开始投身于HTML5网页平台，因为用户行为。这股趋势已经不再是可能了，而是必然。

有了HTML5，游戏开发者不仅可以制作跨设备的游戏，他们还可以从广告中获得更丰厚的收益。无论是手机设备还是PC，休闲游戏都经历着爆发式的增长。广告商意识到这股趋势，所以他们把目光投向了HTML5。

HTML5(from thedroidguy.com)

广告行业仍然在学习

并非所有广告商都为HTML5做好准备了，但这个行业正在努力；他们很快就会完掌握HTML5，特别是随着IAB（游戏邦注：即互联网架构委员会，是由探讨与因特网结构有关问题的互联网研究员组成的委员会）的指导方针在全世界普及。该组织在2013年5月6日的报道上表示：“虽然HTML5广告将实现跨平台无缝播放，但它们的开发需要不同的技术，因此我们提出了专门的指南方针。”

显然，IAB也认识到这股趋势，并且正在帮助广告商度过转型期。当广告商找到游戏或可以合作的游戏发行商时，他们就会感知到“手机”、“跨平台”、“在线”和“触屏”这些词意味着什么。发行商从广告商处拿到的需求方案说明书都不包含这些热词。

Mark Trefgarne是在线视频广告公司LiveRail首席执行官，他认为，在许多视频广告商业仍然严重依赖Flash的时候，数字世界已经发生重大进步了。作为一个行业，我们一直想争先夺前，企图重建广告传递的生态系统，把它过渡到后Flash时代。幸运的是，这场革命正在迅速进行着，基于HTML5的视频广告的基础设备现在接近完全。仍然有一些工作要做，但就快完成了。

廉价智能手机的崛起

与此同时，我们还知道，除了PC，许多消费者也购买低价触屏设备。据研究公司DisplaySearch预测，在2013年平板的出货量将达到2.565亿，增长率高达67%；到2017年，这个数字将达到5.794亿。

这意味着，相同数量的消费者正在购买低价触屏设备来玩游戏！到那时，在阿根廷的母亲、在印度的年轻人或中美洲的少年都在玩休闲游戏。

付费玩家仍是少数

在这场向新设备进化的革命中，现在的游戏和IAP不可能发生变化。大约98%的人可能只玩不花钱的游戏，这就表明，广告仍然是游戏生态系统的主要收益来源。随着游戏开发者通过广告得到的收益越来越多，以及使用触屏设备的人越来越多，游戏行业将迎来一场胜利。

广告商很快就会使用HTML5格式的视频广告，并希望这些广告只适用于他们的受众玩的游戏。游戏开发者要增加收益，做法就是使用HTML5。只适用于iOS或Android的本地应用很重要，并且将继续如此。然而，游戏开发者想实现飞跃式发展只能靠这种跨设备的网页解决方案。（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）

Watch profits grow this year for HTML5 games

by Peter Driessen

Have you noticed how the conversation regarding HTML5 for game development has evolved over the past several months? The format discussion is still present, but we are seeing more and more developers starting to invest in the HTML5 browser-based platform because of consumer behavior. It’s no longer a possibility but an inevitability.

With HTML5, not only can game developers create one game that works across devices, but more and more they’ll reap greater revenues from advertisers. There is a new explosion of casual game play among consumers on both mobile devices and PCs. Advertisers are recognizing the trend and turning their eyes toward HTML5.

The ad industry is still learning

Not all advertisers are quite set up for HTML5 yet, but the industry is working toward it; and they’ll get there soon–especially with the IAB’s guidelines for advertisers around the world. The organization’s press release on May 6, 2013 said, “While HTML5 ad units are intended to perform seamlessly across platforms, their development requires a distinct skill set and therefore specialized guidance.”

Clearly the IAB recognizes the trend and is working toward helping advertisers make the transition with publishers. When advertisers seek out games or game publishers to partner with, the words “mobile,” “cross-platform,” “online,” and “touch” are on their radar. Barely any Request for Proposals (RFPs) to a publisher from an advertiser lack any of these hot buttons.

Want more on the mobile web? Check out MobileBeat 2013, VentureBeat’s flagship conference on developing and monetizing all mobile platforms.

Mark Trefgarne, CEO of online video ad company LiveRail, said that while much of the video ad business is still heavily reliant on Flash, the simple fact is the rest of the world has moved on. As an industry, we’ve been playing catch up, rebuilding the ad delivery ecosystem to run in the post-flash world. Luckily, this change is moving fast, and the infrastructure for HTML5 based video advertising is now close to full parity. There’s still some work to be done, but it’s getting close.

The rise of the cheap smartphone

Coupled with that, we also know that many consumers worldwide are purchasing low-cost touch devices to use in addition to their PCs. Tablet shipments are forecast to increase 67 percent to 256.5 million in 2013, and reach 579.4 million by 2017 according to research firm DisplaySearch.

These same millions of consumers who are buying low-cost touch devices play games! Be it a mother in Argentina, a young man in India or a teenager in Middle America, they’ll all be playing casual games.

Watch out for the Two Percent

Current game and in-game purchase rates won’t likely change in this evolution to new types of devices. Around 98 percent of the population will only play for free, and that shows the continued value of advertisers in our ecosystem. With advertising revenues becoming increasingly prevalent for game developers; and with more and more of the masses around the globe using touch devices in addition to their PCs, the perfect storm is a win for the industry.

Advertisers will soon be marching forward toward HTML5-formatted video ads and will expect those ads to just work with the games their audiences play. The way for game developers to scale profits is by using HTML5. Native apps for just iOS or Android are still important, and they will remain so. However, the big leap forward for game developers will be with the browser-based solution that works seamlessly.(source:venturebeat)