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每日观察:关注社交游戏市场规模下滑等消息(4.17)

发布时间:2015-04-17 10:34:22 Tags:,,,,

1)据Kotaku报道,澳大利亚最后一家AAA游戏工作室2K Australia最近也停止运营,遣散了所有员工(游戏邦注:THQ的澳大利亚工作室也已在2011年关闭,2013年初THQ仅以7200万美元拍卖了公司资产)。

2K(from gamersky)

2K(from gamersky)

报道认为随着AAA游戏工作室的相续关闭,手机游戏收益将在2015年赶超传统主机游戏行业。

2)据gamasutra报道,EA日前宣布关闭《战地英雄》及《Battlefield Play4Free》、《Need for Speed World》、《FIFA World》这几款F2P游戏。

战地英雄(from arch.pcgames.com)

战地英雄(from arch.pcgames.com)

EA执行副总裁Patrick Söderlund称原因是在过去数年中,人们体验游戏的方式已经发生了巨大转变。

3)市场调研公司Newzoo最新报告显示,苹果已经成为中国排名第一的科技品牌,苹果在中国创收已达370亿美元,甚至超过了中国本土企业腾讯,超过了华为(创收175亿美元)和联想(147亿美元)的两倍。

Apple China(from cecb2b.com)

Apple China(from cecb2b.com)

曾有许多分析师认为低价iPhone 5C是针对亚洲,尤其是中国市场而量身订制的商品,但实际上在中国最受欢迎的却是iPhone 5S\6\6 Plus等高端手机,中国用户仍然愿意为象征高质量和地位的商品掏钱。

4)SuperData Research最新数据显示,索尼于3月份发布的PS4游戏《血源》发布仅12天销量就超过100万份,其中有15.5万份来自数字渠道(用户直接下载到主机设备)。报告称数字主机游戏市场规模在3月份增长了20%,销售额达8400万美元。

bloodborne(from game.163.com)

bloodborne(from game.163.com)

3月份美国数字游戏整体市场收益为10.1亿美元,同比上年增长2%。

与此同时,社交游戏则同比下降10%,报告称该游戏市场自2012年5月达到高峰之后就开始失势,让位于手机游戏市场。在Don Mattrick担任Zynga首席执行官期间,社交游戏市场规模下降6%,Zynga拳头产品《FarmVille》月收益也降至200万美元左右,流失超过900万美元。

5)据gamaustra报道,谷歌日前宣布Google Play将推出一项推荐“家庭友好型应用”的措施,以便家长为子女挑选合适的游戏和应用产品,并列出了一些针对有意设计此类应用的开发者条例。

family-friendly(from appchina)

family-friendly(from appchina)

这些开发者条例关注的是儿童友好型内容、广告和应有和内置交易设置,遵从这些条款的游戏就有可能获得Google Play相应新模块的推荐。(本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao)

1)2K Australia is shutting down — it’s Australia’s last triple-A game studio

Dan Crawley

Gaming execs: Join 180 select leaders from King, Glu, Rovio, Unity, Facebook, and more at GamesBeat Summit. This is an invite-only event so apply now. Ticket prices increase on April 10th!
Australia is losing its last triple-A game studio.

2K Australia — the developer behind last year’s action role-playing game Borderlands: The Pre-Sequel — is shutting its doors. All staff will lose their jobs, according to a company source that spoke to Kotaku. This leaves no triple-A console developer working out of Australia, and it’s part of a bigger trend of major studio closures, including THQ shutting down in early 2013, having auctioned off its assets for $72 million. THQ’s Australian studio had already closed back in 2011.

With triple-A development costs increasing and mobile revenue predicted to overtake console revenue in 2015, this is a trend that’s likely to continue.

Kotaku reports that high operating costs were to blame for the closure, along with a failed move from Canberra to Melbourne, which was an attempt to bring in fresh talent.

While Australia doesn’t have any other triple-A console developers, it still has some major mobile studios, like Fruit Ninja creator Halfbrick and Real Racing developer Firemonkeys.

2K Games confirmed the closure, saying, “We have taken steps to begin the studio closure process for 2K Australia in order to better manage ongoing development costs while improving the working proximity of our creative teams. We are very grateful for the team’s valuable contributions to numerous 2K projects, and are working with affected staff to explore reassignment opportunities where possible.”(source:venturebeat

2)EA shutting down Battlefield Heroes and three other F2P games

By Christian Nutt

Battlefield Heroes once represented huge hopes for EA — but it’s now due to be shuttered, the company announced in a new blog post. The free-to-play PC game, which started as an experiment and later led to the formation of a new EA division, is being shut down alongside three other EA F2P games: Battlefield Play4Free, Need for Speed World, and FIFA World.

“In more than five years since most of these titles launched, how we play games has changed dramatically,” wrote EA Studios EVP Patrick Söderlund.

At one point, free-to-play PC games seemed to be a big part of EA’s future — hitting 25 million registered users in 2012 across its suite of games — but of late the company has not been kind to them. It shut down its MOBA, Dawngate, after 18 months of beta, and canceled BioWare Austin’s in-development Shadow Realms.

Battlefield Heroes was a particularly interesting project because it revealed a lot about PC players’ attitudes toward free-to-play — and Western developers’ experiences working on a game using the model.

The affected games will continue to operate for 90 days before EA pulls them down.(source:gamasutra

3)In China, Apple is bigger than Tencent, Lenovo, and all other tech brands

Apple is huge in China.

Want to master the CMO role? Join us for GrowthBeat Summit on June 1-2 in Boston, where we’ll discuss how to merge creativity with technology to drive growth. Space is limited and we’re limiting attendance to CMOs and top marketing execs. Request your personal invitation here!

Western products are a hot product in China — especially if they have the word “Apple” on them.

As China’s economy continues to grow and more of its 1.36 billion people adopt cutting-edge technologies, Apple is one of the companies benefiting big time. In terms of revenues, Apple is the No. 1 tech brand in that nation by far, according to a report from research firm Newzoo. With $37 billion generated in China, Apple eclipses every other Western and domestic company competing in the market. It’s bigger than Chinese Internet company Tencent, which owns the massively successful League of Legends and Cross-Fire games. It more than doubles Huawei’s $17.5 billion and Lenovo’s $14.7 billion, and both are Chinese companies that also produce smartphones.

These revenues are an important indicator that Apple is leading the way in China, and game developers looking to enter the market would likely benefit from making iOS games for the region.

These enormous revenues don’t come because Apple is outselling its competition in terms of raw units shipped. Instead, the company has the premium products that act as status symbols for China’s growing upper classes.

“With the introduction in September 2013 of the iPhone 5S and the less expensive 5C, many analysts believed the lower priced 5C was finally a product tailored to Asian markets, in particular China,”  Newzoo chief executive officer Peter Warman said. “Whether by luck or design, Apple’s blockbuster products in China are not the less expensive iPhone models such as the 5C but the high-end 5S, 6, and 6 Plus, along with iPads and iMacs. If there was ever any potent evidence needed that Chinese consumers have money to spend and are willing to pay for quality and status, this is it.”

And one thing that other companies could potentially learn from Apple is that the company didn’t treat the Chinese differently than it does its other consumers around the world. Traditionally, a Western company looking to get into China would partner with a domestic company that could produce a localized marketing strategy, but Apple ignored that. Instead, it used much of the same kind of marketing that has helped it conquer the rest of the globe, and it worked just fine.

That means Apple isn’t splitting a significant portion of that $37 billion with anyone else.

Other Western companies are also making a dent in China. Microsoft generated a bit less than 10 percent of its $86.8 billion in fiscal-year 2014 revenues in China, and Sony brought in $4.4 billion from the country. While these aren’t Apple numbers, that is money that those companies cannot ignore.(source:venturebeat

4)Bloodborne sells 155K digital copies as demand increases while social gaming keeps falling

Dale North

Want to master the CMO role? Join us for GrowthBeat Summit on June 1-2 in Boston, where we’ll discuss how to merge creativity with technology to drive growth. Space is limited and we’re limiting attendance to CMOs and top marketing execs. Request your personal invitation here!

Sony’s surprise hit holds another surprise inside — strong digital sales.

Sony’s March PS4 release Bloodborne managed a sell-through of over a million copies in just 12 days. A good number of its first-month sales were digital: intelligence firm SuperData Research reports that 155,000 units of From Software’s latest were downloaded directly to the console — a nice surprise for the publisher. Chief executive and lead analyst Joost van Dreunen says that customers continue to warm up to digital purchases for games and that demand is increasing. The firm reports that the digital console market increased 20 percent in March over last year, totaling $84 million in sales.

Bloodborne wasn’t the only digital winner in March. Downloads worked for Electronic Arts as well, with the latest Battlefield franchise game, Battlefield: Hardline, selling just under 425,000 copies across all platforms last month.

The overall market for digital games in the U.S. totaled $1.01 billion in March, a 2 percent increase year-over-year.

Meanwhile, social games are down 10 percent. SuperData says that the market has been falling since its peak in May 2012 as tastes shift toward mobile games.

“Overall, the social games segment totaled $154 million, 42 percent lower compared to May 2012, when the market was at its peak, says van Dreunen. And things are not looking up: Current spending patterns indicate a year-over-year decline of 7 percent in social gaming for 2015.”

During Don Mattrick’s time at Zynga, the social games market dropped 6 percent in size, says van Dreunen. The company’s strongest franchise, FarmVille, dropped more than $9 million in monthly revenues to just over $2 million.

“The social games segment appears to be in a free-fall, dropping almost 10 percent in revenues during that same period. Despite new releases by Kabam, the enthusiasm for social games is waning in favor of games on tablets and smartphones,” he said.(source:venturebeat

5)Google Play to start noting and promoting ‘family-friendly’ games

By Alex Wawro

Google today laid plans to start highlighting “family-friendly” apps on its rapidly-expanding Google Play store.

As the number of mobile games on the market continues to climb, this could prove a useful way for developers of family-friendly Android titles to boost their discoverability on Google’s storefront.

Following its decision last month to start having humans age-rate games, Google now aims to make life easier for parents seeking suitable games and apps for their kids, and has laid down some eligibility guidelines for developers seeking to have their Google Play apps admitted into the upcoming “Designed for Families” program.

Those guidelines primarily focus on child-friendly content, advertising and in-app transaction practices; games that abide by them may potentially be featured in upcoming “family-friendly experiences” on Google Play.(source:gamasutra


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