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每日观察:关注F2P手机游戏付费玩家比例等消息(4.10)

发布时间:2014-04-10 10:49:42 Tags:,,,

1)据Recode报道,移动分析平台Swrve最新报告显示,在过去90天中Swrve所追踪的1000多免费手机游戏玩家中,有66%玩家会在24小时内退出自己所玩的新游戏,而19%玩家仅开启一次游戏就退出了。

与此同时,这些玩家过去90天中在游戏中的平均消费仅为45美分,仅有2.2%的玩家真正在游戏中花钱。

free+premium(from geardiary.com)

free+premium(from geardiary.com)

Swrve之前的数据曾指出,这些游戏有46%收益来自这2.2%付费玩家中的10%高消费群体,这意味着游戏有将近半数收益来自0.22%的少数玩家(游戏邦注:这一数据比之前有所提升,Swrve之前报告称有0.15%的玩家创造了将近50%的IAP收益)。

报告还指出,53%的交易行为是发生于这90天时间中的首周,这意味着即使是鲸鱼玩家的消费行为也会急剧减少。

2)据gamasutra报道,Kabam日前在柏林成立一家新工作室,意在扩展其欧洲免费游戏市场。

Kabam工作室总裁Andrew Sheppard表示,柏林是一个拥有独特多民族劳动力的科技中心,是扩展Kabam欧洲游戏业务的理想之地。

3)据gamasutra报道,世嘉日前确认由于进行业务重组而针对欧洲分部进行裁员的消息。

Sonic(from romhustler.net)

Sonic(from romhustler.net)

为实现利润,该公司已经进行了较长一段时间的业务重组,为巩固《Sonic》系列以及世嘉美国移动部门的业务,世嘉裁减了英国工作室的相关员工。

4)据gamezebo报道,Rovio Stars以及5 Ants日前宣布其联合发布的游戏《Tiny Thief》摘除2.99美元的售价标签,推出含IAP机制的免费模式版本(玩家需花钱解琐第四或第五个关卡,每个关卡1.99美元)。但令之前已购买付费版游戏的玩家不快的是,这个免费版本也要求之前的玩家再次花钱购买最后两个关卡。

Tiny Thief(from gamezebo)

Tiny Thief(from gamezebo)

有名愤怒的玩家对此表示反感,认为此举无异于向玩家抢钱。但开发商5 Ants对此表示无奈,称这也是为了满足开发新内容的资金需求。

5)据venturebeat报道,Supercell日前终止与网络广告供应商Appia的商业合作关系,原因是后者违反了双方的约定,重复出售网络广告。

Supercell声称收到第三方公司的提醒邮件,指出Supercell之前已向Appia支付的广告位,又被后者出售给第三方。也就是说,Appia违背了双方的合同,重复出售了广告位。据知情人表示,Appia对此事的回应就是表示遗憾,并将给予Supercell退款。但Supercell对此事处理结果并不满意,所以终止了与对方的合作。(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)Half of all F2P mobile game revenue comes from 0.22% of players – report

By Mike Rose

Mobile app analytics platform Swrve has released a new report that delves into the spending habits of free-to-play mobile game players, with more than 10 million players tracked over the course of 90 days.

As reported by Recode, the report found that 66 percent of all these people stopped playing after just 24 hours of picking up a new game, while 19 percent only opened their respective games a single time before deciding to bow out.

Meanwhile, the average amount spent by these 10 million+ players over the course of those 90 days was just 45 cents, and only 2.2 percent actually spent any money at all.

In line with previous data from Swrve, the company noted that 46 percent of revenue came from the top 10 percent of this 2.2 percent — that means that nearly half of all the revenue taken came from just 0.22 percent of players tracked.

Amazingly, these figures are actually an improvement on the previous 90 day period, for which Swrve reported 0.15 percent of players generated roughly 50 percent of all IAP revenue.

Notably, the report also states that 53 percent of all spending happened during the first week of the 90 day period, suggesting that even whale spending drops off pretty rapidly.

Update: Clarified that Swrve’s report was specifically on free-to-play mobile games.(source:gamasutra

2)Kabam expands European presence with new Berlin office

By Alex Wawro

Newsbrief: Free-to-play publisher/developer Kabam has opened a new office in Berlin in an effort to expand its presence in the European free-to-play market.

“Europe is a thriving free-to-play market where more than forty percent of Kabam revenue comes from,” Kabam Studios president Andrew Sheppard stated in a press release announcing the news.”Berlin is a vibrant tech hub with a unique multi-national workforce, and is the ideal place to expand Kabam’s European games support.”

The staff of the new office are expected to provide regional support for Kabam games like The Hobbit: Kingdoms of Middle-earth and Kingdoms of Camelot: Battle for the North, which were some of the company’s top-grossing games of last year according to its most recent financial report.

The new office is also expected to help support Kabam’s WorldWide Developer Fund, a $50 million pool of capital the company invests in third-party free-to-play game developers from China, South Korea and Japan to help them localize their games for Western markets.(source:gamasutra

3)Layoffs hit Sega’s London offices

By Mike Rose

Newsbrief: Sega has confirmed to Polygon that it has laid off staff at its European branch as part of its ongoing restructuring efforts.

Sega has been restructuring its business for quite some time now in a bid to swing to profits. The company said today that layoffs have hit its London offices, as Sega looks to consolidate its Sonic and mobile departments at Sega of America.

Sonic Boom, the company’s upcoming Sonic reboot from Big Red Button, is one of Sega’s big-name titles on the horizon.(source:gamasutra

4)Big trouble in Tiny Thief: Rovio charging consumers for content they already bought

By Tom Christiansen

Late last week, Rovio Stars and 5 Ants announced that their game, Tiny Thief, would shed its $2.99 price tag and become a free-to-play game with in-app purchases. The new, free version of Tiny Thief features three levels (fifteen stages total) for free, with the option for players to purchase the fourth and fifth levels for $1.99 each. To the dismay of those who already owned the entire game, this update locks previous owners out of the final two levels, forcing everyone to pay to access the content.

That’s right, Rovio took content away from buyers who already owned the access to it. As far as we can tell, there is nothing different from the original game beyond a new sixth level which is, unsurprisingly, behind a paywall. Former Tiny Thief owners are upset at the sudden loss of access to the game.

“This game gave me hope for mobile gaming,” one person posted as a review on the Tiny Thief Google Play page, “[it was] an awesome game you paid for up front without this “free to play” money extortion stuff going on. Now however it seems corporate cash grubbing got the better of even that tiny dream.”

“Google needs to rethink their policy on games…changing over to a freemium model,” another upset consumer reviewed. “Disgusting that Rovio [is] doing this. I bought this game literally four days ago and now I’m being asked to pay all over again.”

When asked about the switch from paid to freemium, Tiny Thief developer 5 Ants (Rovio Stars is the publisher) said, “We are sorry, [we] didn’t want to disrespect anybody, but we need to finance the development the creation of that new content supposed.” We have reached out to 5 Ants for further clarification.

The good news is that buyers who are requesting refunds seem to be receiving them.

We reviewed Tiny Thief, back in July, and really liked it. So players who have yet to check the game out, may want to do so now that a portion of game is available for free.(source:gamezebo

5)Busted: Supercell terminates ad partner for sneakily reselling ad impressions

Richard Byrne Reilly

Connect with leaders from the companies in this story, in real life: Come to the fourth annual VentureBeat Mobile Summit April 14-15 in Sausalito, Calif. Request an invitation.
Virtual gaming heavyweight Supercell has terminated its business relationship with online ad operator Appia for reselling online advertisements in violation of the contract between the two companies, VentureBeat has learned.

Supercell found out about the resale, known as re-brokering, after receiving an email from a third company, which alerted Supercell that the ad it had originally paid Appia to place had been re-sold to a third party — in violation of Supercell’s insertion order (IO), a contract for advertising placement.

In other words, Appia was violating contract terms and sourcing inventory from other ad networks, then re-selling the ad placement.

“They went to Appia and said, ‘what’s going on?’” said a person familiar with the situation. “And they were like, ‘Oh yeah, we’re sorry, we’ll give you a refund for the portion we re-sold.’”

That answer wasn’t good enough for Supercell, which showed Appia the door.

Appia’s chief revenue officer, Ken Hayes, denied the assertion.

“It’s not true. We didn’t re-broker anything. In the case of Supercell, a publisher got an ad from us and re-brokered it. We found out and terminated our relationship with them,” Hayes said, without naming the other company.

“This is not news. It’s happening a lot in this industry. Appia did no wrong. We have hundreds of advertisers that we work with. I’m telling you what the facts are,” he said.

The mobile ad and gaming space is a bit of a “Wild West” situation at the moment. There are over 300 mobile gaming outfits, app developers, ad companies, ad re-brokers, and mobile analytic startups vying for a piece of the nascent industry, which amounted to $18 billion last year and is expected to top $34 billion by the end of 2014, according to eMarketer.

Indeed, there is little, if any, oversight. While the Federal Trade Commission has authority over online advertising, it has shown little interest in aggressively regulating such a complicated and emerging industry — apart from recently announcing intentions to begin enforcing the COPPA law, which protects children, as VentureBeat first reported last month.

Meanwhile, interviews with numerous legitimate gaming and online ad executives paint a portrait of an arena that is teeming with shady operators running fly-by-night ad companies from dimly lit offices in the U.S., Israel, Russia, and Ukraine. Hundreds of millions in ad dollars and app download fees have simply vanished, these executives say, and there is virtually no recourse for recouping the lost money.

The issue stems from companies paying mobile brokers for ad placements with websites that drive traffic to their own. That’s a lucrative business and an essential one, given the aggressive competition for customers on the web and for mobile apps.

But while many ad brokers and advertising firms are legitimate and transparent with their clients, others are not.

“The real problem here isn’t the re-selling, despite the monetary effect it has on the end publisher, doing all the work by producing content and displaying the ad. The problem is the loss of control over the ad placement by the originating network, in this case Appia. Who knows where that ad ends up being displayed?” the source said.

Appia, based in North Carolina, describes itself thus on its website:

Appia is the leading mobile user acquisition network delivering mobile app downloads to over 1 billion users across 200 countries. … Brands like ngmoco, AppBrain, Fiksu, Playtika, Cupid and Zedge trust Appia with mobile app discovery. Whether you’re focused on driving incremental revenue with high value content or capturing quality installs through a pay-for-performance model, Appia provides an app install network that drives 10x the performance over other networks.

Clients of firms placing mobile ads that appear on Facebook, Google, Twitter and King can most certainly know their product is placed on these sites simply by clicking on them. But others often cannot tell where the ads they purchased are actually appearing. Sometimes ads are not placed at all, or sometimes they are placed on porn sites or other unsavory websites.

London-based Fetch, an online advertising agency, has also worked with Appia. But after the recent dustup between Supercell and Appia, they have rethought their business arrangements with Appia until they are guaranteed the re-brokering has ceased. For the record, Fetch, which is closing in on its first $100 million year since launching in 2010, has made clear that transparency with its clients is a main priority.

Supercell declined to publicly comment for this story.(source:venturebeat


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