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每日观察:关注Android与iOS游戏用户获得成本(11.16)

发布时间:2012-11-16 10:25:54 Tags:,,

1)市场调研公司NPD最新报告显示,2012年第三季度智能手机普及率已增长至70%(上一季度为66%),Android是主要发展动力,其设备出货量增长25%,智能手机市场份额从59%增长至63%(游戏邦注:comScore本月初报告则显示,目前智能手机普及率为51%)。

苹果iOS设备出货量增长16%,市场份额仍保持在31%左右。

top five smartphone devices(from NPD)

top five smartphone devices(from NPD)

NPD报告指出第三季度前5大智能手机分别是苹果iPhone 4S、三星Galaxy S III、iPhone 4、iPhone 5以及三星Galaxy S II。

2)Gartner最近报告指出,第三智能手机销量达1.69亿部,在该季度所有移动设备销量中占比约40%。

三星是该季度全球移动设备销售冠军,市场份额占比22.9%,设备销量超过9700万部。

诺基亚、LG、摩托罗拉和HTC销量均有所下滑,摩托罗拉和HTC仅分别占据2%的市场份额。

Android第三季度所占市场份额为72.4%,比第二季度增长20%。苹果iOS位居其次,占比13.9%。

3)Hotel.com科技团队最近调查数据显示,23.7%英国成人受访者渴望成为苹果乔布斯那种神话人物,8-15岁青少年群体的这一比例则是16.5%。

Steve-Jobs(from fastcompany.com)

Steve-Jobs(from fastcompany.com)

28%英国成人受访者希望在科技行业就职,其中44%受访者自称是因收入回报而想进入这一行业,41%则认为这一行业的吸引力在于知识挑战性,30%认为这一行业可提供更多工作机会。

有三分之一受访者希望在科技领域就职以创造未来,16%认为这一行业可以让自己“对社会发挥真正的作用”。

45%认为自己无法在该行业就职的原因是没有IT相关文凭,有五分之一认为这一行业竞争压力太大,41%认为自己已经不再年轻,不适合重新调整职业方向,13%认为这个行业“以男性为主导的倾向太严重了”。

4)据pocketgamer报道,Android博彩游戏公司Koolbit首席执行官Gerard Cunningham在最近在智能手机&平板电脑游戏峰会上指出,开发商目前的用户获得成本不断攀升,如果要发布一款Android游戏,就需要投入25万至50万美元的预算用于获取用户,而在iOS平台这一成本可能超过100万美元。

boost-users(from adknowledge.com)

boost-users(from adknowledge.com)

5)在日前的智能手机&平板电脑游戏峰会上,不少开发商均指出,平板电脑虽然看似扩大版智能手机,但开发商不可只是将手机游戏简单地移植到这一设备,而必须针对该设备优化游戏。

iPad-tablet-gaming(from digitaltrends.com)

iPad-tablet-gaming(from digitaltrends.com)

游戏设计师及行业顾问Tadhg Kelly表示,许多开发者只是采用了将iPhone应用扩大投放到iPad这种传统方法,但多数时候这只会产生不良的用户体验。

尽管不少与会者高度认同“平板电脑优先”的发展策略,但Applifier倡导者Oscar Clark却另有看法,并指出这可能未必是长远策略,开发者应该将内容视为第一位,然后再考虑针对特定平台优化和投放内容。

6)据gamasutra报道,尽管免费增值模式被大量游戏成功运用,但对Rocketcat Games旗下的iOS游戏《Punch Quest》来说却并不可行。

Punch Quest(from toucharcade.com)

Punch Quest(from toucharcade.com)

例如,在这款游戏中玩家本可以花真钱购买其中的虚拟货币,但该游戏实现60万下载量后也仅创收1万美元左右。即使游戏更新了IAP功能,并突出了购买按钮和道具,其IAP销量仍然没有明显起色。

鉴于这种情况,该工作室决定将游戏转变为付费模式,将其定价为99美分。(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)NPD: Smartphone penetration rises to 70 percent in Q3

Scott Reyburn

Smartphone penetration rose to 70 percent in Q3 2012 according to market research company NPD’s Mobile Phone Track service.

Up from 66 percent last quarter, NPD cites Android as the driver for the increase, which had a unit volume increase of 25 percent, as its smartphone market share went from 59 percent to 63 percent. Apple’s iOS unit volume increased as well, up 16 percent, and the Cupertino, Calif.-based company’s market share stayed the same at 31 percent.

ComScore reported a similar figure earlier this month, reporting that smartphone penetration has reached 51 percent

The top five smartphone devices for Q3 in order were Apple iPhone 4S, Samsung Galaxy S III, Apple iPhone 4, Apple iPhone 5 and Samsung Galaxy S II.

The iPhone 4 and 4S raked in a high amount of sales from first-time smartphone buyers and older iPhone generation owners, with the recently release iPhone 5 helping to maintain Apple’s marketshare at 31 percent.(source:insidemobileapps

2)Smartphone sales up 47 per cent in Q3

by Daniel Gumble

169 million smartphones sold in the year’s third quarter.

Gartner’s latest report reveals that 169 million smartphones were sold in Q3.

The figures mean that smartphones accounted for around 40 per cent of all mobile devices sold in the quarter.

The report shows that Samsung was at the top of the worldwide mobile device sales table, taking 22.9 per cent of the market share with over 97 million units sold.

Nokia, LG, Motorola and HTC have all seen a drop in units sold since the last quarter, with Motorola and HTC taking a mere two per cent of the market share each.

Gartner also pointed out how operating systems fared in Q3, and it is no surprise to see that Android swamped the market with 72.4 per cent share – a rise of 20 per cent from Q2.

In second place was Apple’s iOS, which managed 13.9 per cent market share. RIM saw a decline in both handsets sales and market share, selling less than nine million units in Q3. With the recent announcement of BlackBerry 10 plus two new handset in the pipeline, RIM could potentially claw back some of these figures in 2013.(source:mobile-ent

3)28 per cent of adults wish they had a tech career

by Zen Terrelonge

Money, intellectual change and a chance to shape the future are reasons for the desire.

The tech team at Hotels.com recently revealed that 23.7 per cent of UK adults aspire to be like Apple guru Steve Jobs, dipping slightly to 16.5 per cent of eight to 15 year olds.

The firm now reports that 28 per cent of Brit adults wish they had a tech career, stimulated as consumers become increasingly more tech-savvy in a world filled with tablets and smartphones.

44 per cent cited a desire to work in the industry because of the financial rewards, 41 per cent said the intellectual challenge and 30 per cent reckon tech will offer more job opportunities.

Meanwhile, a third said they wish they worked in tech to shape the future and 16 per cent believe tech would allow them to have ‘a real impact on society.’

Interestingly, 45 per cent think they can’t work in tech because they don’t have a degree in IT, a fifth said the industry is too competitive, 41 per cent said they’re too old to change careers and 13 per cent feel the industry is ‘too male dominated.’

Stuart Silberg, VP of technology at Hotels.com,said: “Technology has revolutionised our lives – from the way we work, to the way we play. The recent Fortune’s 40 under 40 list was dominated by people from the technology industry.

“But it’s important for people to understand that, while a technology-related degree is important, it isn’t always essential. What’s more important is that a tech skill-set is combined with great communication skills, problem solving abilities and a real passion for the industry.

“In technology companies like Hotels.com, we aren’t just looking to recruit people who can code – we want to find people who can push boundaries, innovate and shape the way we live in the future.”(source:mobile-ent

4)Smartphone & Tablet Games Summit 2012: The golden age of low-cost user acquisition is over

by James Nouch

“This isn’t the golden age of Facebook, where you could get lots of viral installs for free,” said Gerard Cunningham, CEO of Android casino gaming company Koolbit.

“You are going to spend money on acquisition.”

Cunningham was talking as part of a panel discussion on monetising the multi-platform landscape at the Smartphone & Tablet Games Summit, but the roundtable discussion was wide-ranging, and dealt largely with the rising costs of user acquisition.

“If I was launching an Android game today,” Cunningham continued, “I would budget $250,000–500,000, just for acquisition. On iOS, that figure would be in excess of $1 million.”

Green growth

The panellists then turned their attention to the key differences between the iOS and Android ecosystems, and several of the speakers agreed that Android is in the ascendant.

“For me, Android is probably the lead platform now,” offered Tapjoy’s VP and GM for Europe, Paul Bowen. “It’s at 75 percent market share in the EU5, and growing.”

“If you’re thinking about the future, you want to be on a growing platform, rather than on one that’s just holding market share.”(source:pocketgamer

5)Smartphone & Tablet Games Summit 2012: Why designing for tablets isn’t just a case of stretching out smartphone games

by James Nouch

It’s strange to think that the tablet in its current form effectively didn’t exist before 2010.

Since the launch of Apple’s first iPad, however, consumers have adopted slates at an incredible rate. The question, then, is how should developers design games for what is a growing userbase that shows no sign of slowing down?

Tablets may look like stretched smartphones, but is it sensible to apply smartphone design sensibilities to tablet games?

A bit rich

“Tablets allow for such a rich experience, you cannot just port from one to the other,” explained Mindshapes co-founder Christian Doffer at the outset of a panel discussion at today’s Smartphone & Tablet Games Summit .

“You have to optimise for each format.”

Game designer and consultant Tadhg Kelly agreed, saying: “the traditional route for many developers is to just stretch out their iPhone app. Most of the time, though, that produces quite unsatisfactory experiences.”

Tablet-first?

But Applififer evangelist Oscar Clark was unconvinced when other panellists extolled the virtues of a tablet-first development strategy.

“I don’t think it’s helpful to focus on tablet-first. That’s an interesting strategy right now, but in the long-term, I think that will be a broken strategy,” Clark said.

Instead, developers should focus on content first, and then concern themselves with optimising it for the platforms they intend to deliver it on, Clark contested.

Of course, Supercell is well known for its tablet-first development strategy, and it’s one that has paid dividends.

The Finnish company recently announced that Clash of Clans and Hay Day were generating a total of $500,000 a day – that’s $15 million a month before Apple takes its share. (source:pocketgamer

6)The free-to-play model fails for iOS hit Punch Quest

By Mike Rose

“More high-end purchases, a coin doubler, a non-coins IAP option, a clearer buy button — didn’t work. That leaves one simple thing: The game is way too generous to be a single currency free game.”

- Kepa Auwae of Rocketcat Games discusses making iOS hit Punch Quest a paid download after previously launching as a free-to-play game.

While the free-to-play model has worked wonders for numerous games and studios, other developers are finding that in-app purchases don’t work so well in all scenarios.

In Punch Quest, for example, players could buy in-game coins via real money in-app purchases. Yet after 600,000 downloads, the game only managed to make north of $10,000.

Even after introducing an update that aimed to tweak the in-app purchases and made the items for purchase more obvious, the game only saw a small boost in sales. “The update improved things for like a few days, and then it sank, hard,” says Auwae.

Hence, the studio has now slapped a price tag on the game. “It’s 99 cents or increase the price of everything by 8x or more, really,” he added.(source:gamasutra


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