作者：Dippak Khurana

因为有一半的手机游戏玩家是来自新兴市场，所以手机游戏经济正繁荣发展着。

mstrike(from venturebeat)

根据来自Newzoo的市场研究，到2017年，手机游戏玩家的数量将达到18.2亿人。该报告同样也告诉了我们，手机游戏在全球游戏市场中的比例达到了1/4。如此看来到2017年手机游戏的收益将超过410亿美元，即占据整体市场收益的40%。

越来越多智能手机出现在新兴市场中也是手机游戏经济快速扩展的主要原因之一。为了触及更多用户，手机市场营销者和游戏开发者需要牢记一些要点。

传统市场营销规则并不适用于此

到目前为止手机游戏是这些设备中最受欢迎的类型之一，实际上它们也是智能手机上最让人愉快的内容之一，仅次于在社交媒体上与家人和朋友间的互动。市场营销者必须确保他们的扩展不能破坏这种乐趣。

玩家有不同的偏好，但MMO正在快速发展

手机游戏玩家的偏好有很多（有时候不只局限于一种）：街机，赛车，益智，行动，冒险和策略游戏。而大型多人在线游戏，即PC游戏中最突出的一种游戏类型在今天的手机游戏玩家中最受欢迎，包括《部落战争》，《使命召唤》和《Teen Patti》等游戏便将来自全球的手机游戏玩家带到了一个多人游戏环境中，在这里他们将通过彼此对抗而不断前进。

MMO兴趣与智能手机应用推动着彼此的发展

MMO游戏是今天非常受欢迎的类型，从手机游戏收益看来，它创造了最高程度的增长。2014年，手机游戏的全球收益达到250亿美元。根据估算，MMO游戏在2014年的收益为110亿美元，也就是MMO游戏的收益占据了全球数字游戏市场的21%。对于新兴市场中的大多数消费者来说，智能手机是他们访问网络的主要方式。因此现在的MMO游戏更适合这类型用户。对于亚洲成为MMO游戏发展的最大贡献者这点我们并不感到惊讶。根据SuperData Research的估算，2014年亚洲在MMO游戏收益方面贡献出了将近42亿美元。

游戏比之前更具社交性

从本质看来MMO具有强大的社交性，来自世界各地的玩家聚集到游戏中，彼此交流并组成团队相互游戏。尽管这些内容已经在PC上盛行好多年了，但是智能手机将这种游戏形式发展到前所未有的高度。

不再具有位置局限性

因为与台式机或主机不同，即不用受到地理位置的约束，所以手机游戏玩家更喜欢智能手机。便携性以及始终有网的属性意味着玩家可以随时随地在自己的智能手机上玩游戏。智能手机还能够提供无缝的社交网络连接，即让玩家能够更轻松地与其他玩家和游戏社区进行交流互动。

免费游戏

大多数MMO游戏收益增长是源自免费模式，即基于应用内部购买的游戏。数据显示，亚洲市场是最大的免费MMO游戏市场。在新兴市场中，免费游戏也是消费者最喜欢的内容。这也是免费游戏在发行商间如此受欢迎的原因，它能够帮助他们更加接近新市场并获得盈利。这也提供给市场营销者在这些市场中打开全新盈利水平的机遇。

通过掌握这些趋势与机遇，市场营销者和游戏开发者便能够创造出真正全球化的游戏和内容，并且让用户们真正接受广告，应用内部购买以及有效的市场营销活动策略。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转发，如需转载请联系：游戏邦）

How mobile game developers can tap into emerging markets

Dippak Khurana

With nearly half of all mobile gamers coming from emerging markets, the mobile gaming economy is flourishing.

According to market research firm Newzoo, the number of mobile gamers is expected to increase to 1.82 billion in 2017. The report also estimates that mobile games take up nearly a quarter of the total global gaming market. It is now projected to surpass $41 billion by 2017, making up for almost 40 percent of the overall market.

The growing adoption of smartphones across emerging markets is one of the key reasons for the rapidly expanding mobile gaming economy. To reach audiences, mobile marketers and game developers much remember a few things.

Traditional marketing rules do not apply

Gaming on mobile has by far been one of the most popular uses of these devices and has in fact, been rated as one of the most enjoyable activities on smartphones, second only to bonding with family and friends on social media. Marketers must ensure that their outreach doesn’t encroach on that enjoyment.

Preferences are diverse, but MMOs are driving growth

A mobile gamer’s preference fits many (and sometimes more than one) genre: arcade, racing, puzzle, action, adventure, and strategy. But massively multiplayer online games, the best-performing sector in PC gaming, is today gaining mass appeal among mobile players Games such as Clash of Clans, Call of Duty, and Teen Patti bring together mobile gamers from across the globe in a multiplayer environment, where they go up against each other.

MMO interest and smartphone use each driving the other

MMO gaming is so popular today that it registers the highest growth in terms of mobile gaming revenues. To put things in perspective, mobile gaming revenues globally touched the $25 billion mark in 2014. With an estimated $11 billion in revenues for 2014, MMO gaming on mobile made up for 21 percent of the global digital games market. For most consumers in emerging markets, the smartphone is also their primary way of accessing Internet. Therefore, MMO gaming has now become even more accessible to this population. It is no surprise then that Asia is the highest contributor to the growth of MMO gaming. According to a SuperData Research estimate, Asia has contributed close to $4.2 Billion in 2014 in terms of MMO gaming revenues.

Gaming is more social than ever

MMOs are highly social in nature, wherein gamers from around the world come together, interact and often team up to play with each other. While these have been highly popular on PCs for years, smartphones have given this format of gaming the mass reach it could not have achieved before.

Forget the old ‘location, location, location’ adage

Mobile gamers prefer smartphones because as opposed to a desktop or a console, their devices are not bound by location. The portability and the always connected, on-the-go nature of smartphones means they can enjoy gaming content anywhere and at their own time. Smartphones also offer seamless integration with social networks, which makes engagement with other gamers and gaming communities much easier.

Freemium works

Most of MMO gaming revenue growth is driven by the freemium model, with games featuring in-app purchases. With an estimated $3.3 billion in revenues, Asia also is the biggest market for free-to-play MMO games. Freemium has always been the most preferred way of consuming content in emerging markets. This is also why free-to-play is so popular among publishers, given its capability to reach and monetize new markets. This gives marketers the opportunity to unlock a new level of monetization in these markets.

By understanding these trends and opportunities, marketers and game developers can create games and campaigns that are truly global, with users that engage with ads, in-app purchases and effective marketing campaign strategies.(source:venturebeat)