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游戏中既要有非付费玩家也要有鲸鱼玩家

发布时间:2016-08-04 15:57:36 Tags:,,,,

作者:Mantin Lu

最近我看了来自GameAnalytics有关不同游戏玩家行为的数据分析。通过分析数据,我们队游戏中的鲸鱼玩家有了更深入的了解。

除了其他大群组非付费玩家,该报告中的盈利者被划分成3种类型:小鱼(低核),海豚(中核)和鲸鱼(硬核)。

通常情况下比起海豚和鲸鱼玩家,非付费玩家总是会尝试更多不同的游戏。而海豚和鲸鱼玩家则会更忠实并专注于玩几款,甚至是唯一一款游戏。

retention of different players(from gamasutra)

retention of different players(from gamasutra)

不同玩家的用户留存(来源:GameAnalytics,2016年)

显然鲸鱼玩家始终都具有最佳用户留存率。而非付费玩家不仅用户留存率较低,且在游戏上所投入的时间也较少,而一旦他们喜欢上一款游戏才会更频繁地玩游戏。

average number of days to first purchase(from gamasutra)

average number of days to first purchase(from gamasutra)

开始游戏到首次购买的平均天数(来源:GameAnalytics,2016年)

鲸鱼玩家需要花更长时间才能进行转换,即在他们决定购买前可能需要花费18天时间,而小鱼玩家只需要8天。

average number of days to first purchase on different platforms(from gamasutra)

average number of days to first purchase on different platforms(from gamasutra)

在不同平台上玩家开始游戏到首次购买的平均天数(来源:GameAnalytics,2016年)

比较不同平台我们可以发现iOS用户比Android用户更快下定决心去购买内容。

distribution of monetizers by genre(from gamasutra)

distribution of monetizers by genre(from gamasutra)

distribution of monetizers by genre(from gamasutra)

distribution of monetizers by genre(from gamasutra)

游戏中心的盈利分布(来源:GameAnalytics,2016年)

RPG,益智游戏和桌面游戏吸引了大多数鲸鱼玩家,其中RPG更是首当其冲。

percentage of players vs total revenue income(from gamasutra)

percentage of players vs total revenue income(from gamasutra)

玩家比例vs总收益(来源:GameAnalytics,2016年)

小鱼玩家占据付费玩家总数的50%但却只贡献了1%的收入,同时86.6%的游戏收益是来自鲸鱼玩家。

android vs ios user distribution(from gamasutra)

android vs ios user distribution(from gamasutra)

Android vs iOS用户分布(来源:GameAnalytics,2016年)

iOS平台上的高消费者在付费玩家中的比例多于Android平台。

超过60%的Android用户是小鱼玩家,而iOS用户主要被海豚玩家占领着。大概有70%的iOS用户属于海豚玩家,而小鱼玩家则只有15%。

china and us gamer distribution(from gamasutra)

china and us gamer distribution(from gamasutra)

中国和美国玩家分布(来源:GameAnalytics,2016年)

根据GameAnalytics所提供的数据,64%的美国玩家属于海豚玩家,而在中国海豚玩家数量占据48%。但是在中国鲸鱼玩家的数量却多于美国,即中国鲸鱼玩家未37.37%,美国则为14.42%。基于此,中国鲸鱼玩家的平均消费为347.39美元,美国鲸鱼玩家的消费则为283.90美元。

我们根据来自GameAnalytics的报告做出了如下总结:

1.海豚玩家和鲸鱼玩家更有可能忠实于几款或仅有的一款游戏。

2.非付费玩家会玩更多不同的游戏,而鲸鱼玩家每周的游戏次数相对更少。

3.鲸鱼玩家需要一定时间,通常是10天以上才会从安装用户转向消费用户。

尽管这一报告并未透入一些有关玩家行为对于盈利的影响的全新信息,但是看到这些数据去巩固我们的想法也是一件很有趣的事。

显然鲸鱼玩家对于游戏盈利更加重要,开发者不应该盲目地去提高游戏中鲸鱼玩家的比例。一款“健康的”游戏应该有效结合了付费玩家和非付费玩家。非付费玩家是鲸鱼玩家的基础。你必须牢记鲸鱼玩家花费在游戏中的时间较少,而非付费玩家则是那些会真正投入时间于你的游戏中并会支持游戏社区发展的人。如果缺少足够的非付费玩家,你的游戏也不可能有鲸鱼玩家。在MMO游戏中更是如此。

除此之外拥有较多非付费玩家能够帮助你的游戏通过应用内部广告进行盈利。非付费玩家通常都不会对应用内部广告感到厌倦。根据Unity最近的报告,71%的玩家比起花钱更愿意观看游戏中的视频广告,而这也超过了其它两种主要盈利方式。

(游戏邦注:应用中的三大盈利方式分别是:应用内部购买IAP,应用内部广告和定价出售。)

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

The Relationship between Monetization and Gamer Behavior

by Mantin Lu

Recently, I went through a report from GameAnalytics about some statistics of different gamers’ behavior. By analysing the data, we can grasp some understanding of whales in a game.

Other than the large group of unpaid gamers, monetizers in this report are categorized into 3 types: minnows (lowcore), dolphins (midcore) and whales (hardcore).

Usually, unpaid gamers tend to try more different games than dolphins and whales. Dolphins and whales are more loyal and focus in playing a few or even only one game. (You can see the definition of different cohort in the GameAnalytics report)

Retention of Different Players (Source: GameAnalytics, 2016)

It is obvious that whales show best retention across time. Unpaid gamers, while retain less, spend more time in the game and play more sessions once they got engaged in the game.

Average Number of Days to First Purchase (Source: GameAnalytics, 2016)

Whales take longer time to convert, spending up to 18 days before they make their mind to pay, while minnows only 8 days.

Average Number of Days to First Purchase on Different Platforms (Source: GameAnalytics, 2016)

Comparing different platforms, we can see iOS users make their mind faster than Android users.

Distribution of Monetizers by Game Genre (Source: GameAnalytics, 2016)

RPG, trivia game, and board game attract most whales while RPG ranks top.

Percentage of Players vs Total Revenue Income (Source: GameAnalytics, 2016)

Minnows occupy around 50% of all the game paid players with only1% of the revenue contribution in total, while 86.6% of the game revenue income comes from whales.

Android vs iOS User Distribution (Source: GameAnalytics, 2016)

Heavy spenders on iOS platform are significantly higher in % amount paid gamers than Android.

More than 60% of the Android users are minnows, while iOS users population are dominated by dolphins. Around 70% of the iOS users are dolphins, with only 15% being minnows.

China and US Gamer Distribution (Source: GameAnalytics, 2016)

According to the data provided by GameAnalytics, 64% of the US gamers are dolphins compared to 48% China. However, China weighs way more heavier than US on the percentage of whales, which is 37.37% China and 14.42% US. On top of that, Chinese whales spend $347.39 on average while US ones spend $283.90.

The report from GameAnalytics could be sum up in the following 3 points:

Dolphins and whales are more likely to be loyal to few or only one game.
Unpaid gamers tend to play more different games, while whales play less sessions per week.
Whales needs time, usually more than 10 days, to convert from install to purchase.

Even though this report didn’t say anything new regarding to the gamer behavior in monetization, it is interesting to see those statistics reinforce what we believe.

It’s obvious that whales are important to the profitability of a game. However, developers shouldn’t blindly chase the illusion of high % of whales in their game. A healthy game should have a good combination of paid-users and unpaid-users. Unpaid-users group is the foundation of whales. Remember that whales usually spent less time in a game, whereas unpaid-users are those really spending their life in your game and supporting the game community. Without a significant amount of unpaid-users, you won’t have any whales in your game as well. This is especially true in MMO.

Besides, a large amount of unpaid-users is a good opportunity for your game to monetize through in-app advertising. Unpaid-users normally won’t be annoyed by seeing in-app advertisements. According to a recent report from Unity (http://blogs.unity3d.com/2016/04/06/new-study-reveals-the-future-of-mobile-game-monetization/), 71% of gamers preferred watching in-game video ads as their preferred way to ‘pay’ for a mobile game, trumping the other two major monetization ways*.

* Three major ways to monetize in an app: In-app purchases (IAP), In-app advertising, and premium pricing.(source:Gamasutra

 


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