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开发者谈如何为印度市场做有效的游戏设盈利模式设计

发布时间:2017-07-31 09:40:46 Tags:,

本文原作者:Matt Suckley 译者ciel chen

App Annie预测,印度游戏收入将在2020年达到11亿美元,但是在那之前,印度游戏还有很长的路要走。

尽管印度的去货币政策和数字支付的努力加速了移动网络的发展覆盖,但大部分印度人仍旧不愿意为手游掏腰包。

这其中的核心问题还是跟文化有关,对于印度来说,这种观念的转换似乎需要相当长的一段时间来过渡。

然而,印度手游市场规模的庞大意味着这是一个有利可图的市场。但是要如何做才能在印度手游玩家赚到钱呢?我们询问了我们的印度专家:

对您来说,在印度手游市场,什么样的盈利模式最能带来丰厚的收入?

Teen Patti (source:pocketgamer.biz)

Teen Patti (source:pocketgamer.biz)

Hrishi Oberoi(Photon Tadpole的创始人)

我只能从我以前的经验的角度谈谈这个问题。就目前印度游戏盈利模式而言,可以很清楚地知道当地的每用户花费比其他国家要少得多,因此每点击的广告费用也就低了很多。

然而,印度的用户数量却比其他国家要多很多很多,所以要平衡这两者(用户数量和每用户花费)之前要先思考你的游戏要赚多少钱。

过去,当我们曾经在安卓平台上发行的板球游戏进入了游戏榜单前100名时(总共约10000个游戏),我们每天在光靠广告能赚上100到300美元。

记住,根据广告融入游戏的方式和网络提给供游戏的广告质量不痛,这个数字是有上升空间的。

保证广告质量总是需要开发者同广告网络保持直接紧密的联系。

我们也知道,这种级别的下载次数(在免费游戏排行榜的80-100名),跟那些排名前十的差得远了。

我们还知道,当游戏能进入到排行榜前10,并拥有大量的回归玩家的时候,这些游戏光靠广告每天可以赚到1500至2000美元。

对于IAP为印度游戏带来多少收益一直都有很大的正义,而且这个领域里也有数量可观的不差的游戏——好吧,这取决于你对“差”的定义是什么了。

我们现在能告诉你们的就是,我们知道在安卓平台上,能在游戏热门排行榜上排50到75名的游戏每天可以收入200到300美元。

我们在IOS平台上也看到了相似的数字,也就是说,如果一名开发者能开发出一款具备良好分销渠道和足够好的游戏运营模式设计,并成功地挤入iOS和安卓平台的排行榜前75名,那么他们一天光靠IAP就能赚400到600美元。

而排名前十的热门游戏就是另外一个全新的局面了。光是安卓平台,一款排在第十名的游戏就可以一天收入1500美元,而第一名一天的收入可能近7000美元。

话虽如此,然而没有其他印度游戏(除了《Teen Patti》的游戏之外)进入过安卓热门游戏榜的前50过。

甚至是Nazara的《Chhota Bheem》作为免费游戏排行榜第一名的游戏,都没能挤入热门游戏的前50名(更别说前十了)。

所以,对于开发者来说,要真的做到在印度用IAP盈利模式来赚取可观的收入,那这种设计必须做到跟《部落冲突》或者《Teen Patti》一样有竞争力才行。

另外,我们过去还成功地进行过一些其他的运营模式的尝试,包括像赞助的集成、一次性交易、嵌入式交易、在特定设备上的试用与购买、与高级分销商、第三方分销商进行直接交易等等。

这些一切都是纯商业化发展的工作,需投之以持续的专注力和牢靠的销售计划才能达成。

对开发者来说,要记住的最重要一点是——一旦他们的游戏变得流行起来(即拥有数百万用户的游戏),他们就知道这款游戏的需求已经得到了证实。

而接下来,他们想要让这款游戏获得成功需要的就是纯商业化的发展和销售工作。

把上述的各种盈利方式相融合——开发出一款运营模式设计合理,做到同时发行在iOS和安卓平台,并使用两种盈利模式:IAP和广告——这样的印度游戏是有可能带来可观收入的。

很明显,一款排在印度热门游戏榜榜首的游戏跟其他至少20-30个国家榜首热门游戏相比,所能给你带来的收入要少很多,更别说跟获得全球范围成功的其他国家游戏相比了。

但是如果小型游戏游戏开发者们可以做出跻身印度热门游戏的前十名,甚至只要是前50名,这样他们就一定会有一份有可行性并且有可持续发展性的业务可以做,然而在这条漫长的路上,他们会身体力行地去证明那句古语:“不管什么事,既然要做,就要做得好。”

我相信,如果你一开始能取得一些小成功,那这些小成功将指引你通往更大成功的道路——这对印度游戏开发届来说,如果有开发者能成功地创作印度第一的游戏,那这样的战绩将会带领他们创作出国际上的成功游戏。

Joel Johnson(来自DigiKhel)

大部分在盈利目标驱使下的本地开发者都选择了找寻广告赞助作为自己的游戏的主要盈利方式,于是他们就把重心放在了下载量上来以达成自己的盈利目标。

然而,在印度手游界,很少有游戏能从IAP的盈利方式获得非常丰厚的收入,能在IAP上有可观收入的主要都是社交赌博类游戏。

目前为止,还没有公开的声明或者正式信息表明他们是如何盈利的,而且考虑到他们互相之间的激烈竞争关系,似乎不太可能会有公开对这个话题的讨论——即使只是在这样一个初期的知识共享角度的看来也是如此。

话虽如此,就像所有其他的F2P游戏一样,游戏所采取的盈利方式还是非常明显的。

如果你想了印度典型的手游盈利方式,那有可以告诉你的好消息是——任何/所有游戏,你只要一直玩,不超过一个月,你就会很轻易地知道它们现在所使用的盈利方式是什么了。

并且,考虑到游戏营收中很大一部分是来自那些财大气粗的玩家,作为我们这些费付费玩家当中富有冒险精神的人,有很大的必要考虑花一大笔钱——我想至少要5万卢比(约780美元)——来去了解一下那些有钱任性的玩家的游戏体验。

根据观察印度最热门游戏,以下是一些我们认为可以帮助实现有效盈利的方法:

在应用内商店里提供一些特殊优惠的折扣

游戏中有多种游戏形式,这样玩家玩的更加愉快——这通常会让玩家在游戏上花更多的时间,因此这将大程度影响玩家游戏内的购买可能性。

我在印度本地游戏圈中了解到了一种特定的概念——成为游戏内货币的中间商。

几乎所有的印度本地热门游戏都有一种让用户购买大量货币并可以和朋友分享等量货币的方式。

这是可以克服印度在线支付障碍的一种好办法

这样你的婆呢个有就真的会想去游戏里购买点什么,并且会愿意给你真实货币来让你替他们进行网上购买。

Nalin Savara(Darksun科技公司的CEO和技术总监)

对我们Darksun科技公司来说,经证明有效的盈利机制就是——创作让玩家满意的游戏内容,加入合理数量(不烦人的)的广告并把焦点集中在游戏玩法和与下载量挂钩的广告事宜上。

我们曾经在诺基亚应用商城时代是拥有大量的下载量的,而且那时候靠广告挣得的收入还挺可观的。

现在在Google Play平台,我们意识到印度市场——无论是IAP还是奖励性广告视频——都跟过去的诺基亚商城时代不再一样了,所以我们把盈利的重心放在了国际用户上,而不是印度市场。

本文由游戏邦编译,转载请注明来源,或者咨询微信zhengjintiao

App Annie predicts that Indian gaming revenues will reach $1.1 billion by 2020, but there’s a long way to go yet.

Despite demonetisation and the rise of digital payments oiling the wheels and mobile network coverage also improving, the vast majority in India remain unwilling to spend money on mobile games.

The central issue is a cultural one, it seems, and something that will take a considerable amount of time to overturn.

However, the sheer size of India’s mobile games market means that there is still money to be made in the margins. But how does one go about monetising Indian mobile gamers? We asked our Indian Mavens:

What monetisation mechanics have proven most fruitful for you in the Indian mobile games market?

Hrishi Oberoi Founder Photon Tadpole

I can only speak from my past experiences. As far as monetising games in India is concerned, it’s clear that that the per user spend is much less than it is in other countries and therefore the advertising rates are also lower per click.

However, the number of users are generally a lot more so there is that balance to remember before thinking about how much money your game is going to make.

In the past, when our previous cricket games on Android have hit the Top 100 Games list, (i.e. overall DAUs of about 10,000) we have managed to make at least $100 to $300 per day on advertising only.

When a game hits the top 10 in India, it can make $1,500 to $2,000 per day in advertising alone.HRISHI OBEROI

Keep in mind that this number can also increase depending on how well the advertising has been integrated into the game and the quality of ads that the ad networks are providing the game.

The latter usually requires a lot of consistent relationship management with the ad networks directly.

We also know that the number of downloads at this level (80th to 100th rank in the Top Free Games chart), is much lower than the number of downloads in the top 10.

We’ve also seen that when a game hits the top 10 games list, along with a good number of returning players, games can make $1,500 to $2,000 per day in advertising alone.

There is a lot of contention on the IAP front in terms of how much money games can make with only IAP in India, and the numbers there too are not bad – well, depending on what would be your definition of bad.

All I can say is that we’ve seen games on Android in the 50th to 75th positions of the top grossing games charts make $200 to $300 a day.

We’ve seen similar numbers on iOS as well, so if a developer has a game with solid distribution and good enough monetisation design built into the game to manage to hit the top 75 grossing charts in both Android and iOS, they could easily make $400 to $600 a day on IAP alone.

The top 10 grossing is a whole new ball game though. On Android alone, a game in the 10th position could make as much as $1,500 a day and the number one game on the chart could possibly make close to $7,000 a day.

Having said that, no other Indian game (besides the Teen Patti games) have managed to crack even the top 50 grossing games on the Android charts.

Teen Patti is a consistent feature in India’s top grossing games
Even Nazara with their Chhota Bheem games that consistently crack the number one position on the Top Free Games charts, have not managed to crack the top 50 grossing (let alone the top 10).

So, for developers to actually make substantial revenues using IAP monetisation in India, the design of the monetisation in their games needs to be as aggressive as Clash of Clans or Teen Patti.

A few other monetisation methods that we’ve attempted successfully in the past include avenues like: sponsorship integration, one-off deals, embed deals, try and buy on specific devices, direct deals with premium distributors, third-party distribution stores, etc.

All of this is pure business development work, requiring a constant focus and a solid sales initiative to make it successful.

The important thing for developers to remember here is that once they have a popular game (i.e. a game that is being played by millions of users), they know that there is a proven demand for that game.

If small devs can break the top 50 grossing charts in India, that is certainly a viable business.HRISHI OBEROI
The act of making it successful from that point onwards is a pure business development and sales job.

All those avenues combined – a game which is monetising well in India on both the Android and the iOS charts as well as on both avenues of monetisation, i.e. IAP as well as advertising – could make some significant revenues.

Clearly, being number one on the Indian grossing charts will get you a lot less revenues than being number one in the top grossing charts of at least 20 to 30 other countries, and definitely less than the combination of all other countries by being globally successful.

But if small devs can break the top 10 grossing charts or even the top 50 grossing charts in India, there is certainly a viable and sustainable business to be made and it would go a long way to proving the old adage: “If you’re going to do one thing, do it right”.

I believe that if you can get small successes first, these lead the way to bigger success and in this case, if a developer manages to successfully create a number one game in India, it will lead the way for them to create globally successful games.
Joel Johnson DigiKhel

Most local developers who are driven by monetisation targets have chosen to go after ads, and hence focused on high downloads as a means to achieve it.

There are very few who’ve generated significant revenue from in-app purchases within mobile games in India, and these are predominantly social casino titles.

So far, there have been no public statements/sessions regarding how they monetise, and given the high competition they face with each other, it’s unlikely that these will be publicly discussed – even from a knowledge sharing perspective at this early stage.

Having said that, like all other F2P titles, the methods of monetisation are very visible.

If one is looking to understand the typical methods to monetise in India, the good news is that playing any/all of these titles for less than a month should easily surface the methods being used currently.

Also, given that a large share of revenue comes from high-roller players, the adventurous ones amongst us should strongly consider spending a good amount – I’d suggest at least Rs. 50,000 (c.$780) – to understand the experience that a high roller might go through.

Going by what is visible in the top grossing games from India, here’s a few options of what can help with effective monetisation:

Special offers at a good discount from what’s available in their in-app shops.

Different formats within the game, so players have more fun. This usually results in spending more time, and therefore a greater likelihood of situations that influence purchase.
Almost all top-grossing local titles have a way of sharing currency.

Something specific I see in locally developed games is the concept of being a middleman for in-app currency.

Almost all the top-grossing local titles have a way of users purchasing for high amounts and sharing the same with friends.

This is a good way to overcome the barriers to online payment in India.

A friend of yours may really want to make in-app purchases, and is willing to give you hard currency in exchange for you making the online purchase on their behalf.

Nalin Savara CEO and Technical Director Darksun Technologies

For us at Darksun Tech, the monetisation mechanics that proved effective were to create compelling content, put in a reasonable (but non-irritating) number of ads and focus on letting gameplay and downloads drive ad engagement.

We had a massive number of downloads during the era of the Nokia store, and at that time advertisement revenue was a fairly good way to make money.

On Google Play, we have realised that the Indian market – whether for in-app purchases or for rewarded advertisement videos – is not what it used to be on the Nokia store, and so we focus on international customers rather than on the Indian market to drive monetisation.(source:pocketgamer.biz


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