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Maria Alegre从多个角度谈手游的营销关注点

发布时间:2015-03-20 11:35:50 Tags:,,

作者Maria Alegre

提到的策略性层面包括:

1,选择一周中的哪一天作为发售日更为合适?

按照Chartboost的数据显示(2015年1月份),周六在用户流量方面更加突出,在一周中占比16.5%,领先于周日的15.5%和周五的14.9%。

其他的周一到周四四天时间比例相当都在13.3%左右。

saturdays(from gamasutra.com)

saturdays(from gamasutra.com)

2,选择哪一个平台作为优先投放策略?

数据上显示Android和iOS到现在这个阶段已经各有优劣倾向,Android胜在流量,而iOS明显在营收创造方面更胜一筹(这是65%:35%的问题,iOS仍然是Android的两倍左右)。

ecpm(from gamasutra.com)

ecpm(from gamasutra.com)

从地区来看,Android在欧洲市场有压倒性优势,而在美洲市场和iOS相当,至于亚太地区iOS看起来更有优势一些。

platform region(from gamasutra.com)

platform region(from gamasutra.com)

3,针对具体的系统有哪些优化引导?

如果是针对iOS系统,截止到今年1月份iOS8已经占据将近7成的市场,iOS6和更早版本则只有小量市场。

ios-takeover(from gamasutra.com)

ios-takeover(from gamasutra.com)

至于Android系统,新版本获得用户认可的速度相对缓慢,就造成了各种版本同时各有针对性用户的均衡局面。

android-transitions(from gamasutra.com)

android-transitions(from gamasutra.com)

4,需要针对哪些特定的设备进行优化?

iOS只需要考虑要不要做iPad版本,这个只是要不要多赚一些钱的问题。

android-slide(from gamasutra.com)

android-slide(from gamasutra.com)

而Android市场,很明显三星的Galaxy s4和s5是机型的市场主导,另外一个是摩托罗拉的Moto G。

5,有哪一些本地化市场需要考量的?

下列两幅图表分别解析了:营收层面值得关注的,比如北美之外的法国、俄联邦、德国和英国;具体国家不同的游戏喜好主导类型,比如土耳其的Board,韩国的Role Playing,印 度的Action。

board-games(from gamasutra.com)

board-games(from gamasutra.com)

wheel-russia(from gamasutra.com)

wheel-russia(from gamasutra.com)

(本文由游戏邦编译,原文有7个环节,略去其中的两个只编译另外的5个层面,转载请注明来源,或咨询微信zhengjintiao)

I focused on the questions rather than the answers because numbers are constantly changing, but the inquiries that lead to insights remain the same. And these are the key 7 questions:

What day of the week should I launch?

As of January 2015, the day to pay attention to is Saturday.

That said, it’s also important to watch the slower days. Case in point: Tuesdays in January created the smallest percentage of earnings, and would be an ideal day for a soft launch because it would be the least risky.

What platform should I focus on?

Android surpassed iOS in traffic for the first time in the Americas during January.

But iOS still remains the outlier for money-making, so it makes the most sense to focus on iOS first if you’re targeting the Americas.

Europe, meanwhile, leans towards Android, while Asia is a toss up. Each country is different, so be sure to watch the area you’re targeting.

What OS should I optimize for?

If you’re focusing on Apple, know that new iOS versions tend to take over quickly.

Android’s new operating systems rolls out a bit slower which gives you more time to optimize your game once you know the new OS is a lot more tested.

What devices should I optimize for?
The iPad is far and away the dominant iOS device. A game without an iPad optimized version is, quite frankly, missing out on monetization opportunities.

When looking at Android devices, attention to detail is important. Money-making devices don’t always align with those that have the most traffic.

Where should I localize?

Money-making trends show that (after the US) France, Russia and Germany are the most profitable countries right now to localize.

Localization also depends on genre: as you can see in the chart below, if you have a board game, you should definitely localize to Turkish, and if you have arole playing game you should translate it to Korean.(source:gamasutra.com


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