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多名开发者谈如何设计出对印度市场有效的盈利机制

发布时间:2017-09-06 10:26:03 Tags:,,

原作者:Matt Suckley 译者:Willow Wu

App Annie预测印度的游戏市场收入在2020年前会达到11亿美元,但是距离那个目标还是有很长一段距离。

尽管越来越多的人用电子钱包付款,移动网络覆盖率提升,但是印度的绝大多数群众还是不愿意把钱花在手机游戏上。

看起来主要问题还是出现在文化方面,这需要花上相当长的一段时间才能解决。

然而,印度的手游市场规模之庞大意味着这里还有利润可挖。但是要怎么才能在印度手游玩家中盈利呢? 对此,我们咨询了印度的业内人士:

在印度手游市场中,哪种盈利机制对你来说是最有效的的呢?

Teen Patti (from pocketgamer.biz)

Teen Patti (from pocketgamer.biz)

Hrishi Oberoi(Photon Tadpole的创始人)

我只能根据我个人的经验来谈谈。就印度的付费游戏来说,很明显在这里玩家的个人消费比其他国家的少很多,导致了每次点击产生的广告费也相对较少。

然而,印度的玩家数量是比其他国家多很多的,所以在你思考这个游戏计划盈利多少之前,不要忘记斟酌这二者之间的平衡关系。

过去,我们的安卓板球游戏登上了最热门的100个游戏榜单,(游戏邦注:日活跃用户数量有1万)每天,光靠广告我们每天就能赚100-300美元。

要记住,这个数字还能继续往上走,取决于广告能不能很好地融入到游戏中,还有广告平台提供给游戏的广告质量如何。

后者通常需要对广告平台进行长期的关系直接管理。

我们也知道这个级别的下载量(热门免费游戏榜80-100名)跟前10的差距很大。

我们也了解到当一个游戏能够排进前10,伴随大量的玩家重返游戏,仅仅广告收益每天就有1500-2000美元。

只用IAP能够在印度盈利多少钱,这个问题有很多争论。至于实际数字,还不算糟糕——好吧,这要取决于你自己对糟糕的定义了。

我能说的就是,在收益最高的游戏榜单中,排名50-70的游戏每天可以赚200-300美元。

在iOS平台上的数字也是差不多的,所以如果开发者能够将可靠的分销渠道和优秀的盈利设计融入到游戏中,并且在安卓和iOS平台都能进入到收益排行榜前75,那么单靠IAP很容易就可以日赚400-600美元。

但是前10又是完全不一样的。只看安卓这边,排第10名的游戏一天可以赚1500美元,而排第1的有可能每天能赚到7000美元。

话虽如此,没有其他印度游戏(除了Teen Patti)能够成功打入安卓游戏收益榜前50。

甚至连Nazara旗下的Chhota Bheem这种持续占据热门免费游戏的冠军位置的游戏,也还是进不了收益榜单的前50(更别说前10了)。

所以,对于那些打算通过IAP在印度市场收获可观盈利的开发者们,游戏里面的盈利设计需要做的像Clash of Clans或者Teen Patti那样出色。

我们过去还有尝试过其他的盈利手段像是赞助整合、一次性交易、嵌入式交易、针对某个设备的先试后买、和分销商直接交易、第三方分销商店等等,这些都成功了。

这些全都是纯粹的商务事项,取得成功还需要持续的关注和稳定的销量。

对于开发者们来说,有件很重要的事情需要记住:一旦他们有了热门游戏(就是有上百万个玩家玩过这个游戏),他们就知道这游戏有销路。

从这时开始,往前的路就是纯粹的商业拓展和销售工作了。

这些方法统统结合起来,就是一个能在印度的安卓和iOS市场都能上榜的热门游戏,利用IAP和广告都能盈利,给开发者带来可观的利润。

显然,相较在其他至少20-30个国家盈利最多的游戏,同样排位,在印度还是会少赚很多,更别跟那些在全球范围内都畅销的游戏的盈利数据总和比了。

但是如果小型开发团队可以打进印度收益最高排行榜的前10,哪怕是前50,肯定就会有切实可行、能够持续发展的商业目标, 而且这也有助于实现这句古谚:“如果你打算做一件事情,那就把它做好”。

我相信如果在初期阶段你能取得一些小小的成功,那么这些成功将会引领你走向更大的成功,如果开发者成功地在印度做出了最畅销的游戏,那么它就能帮助这些开发者做出在全球市场都能畅销的好游戏。

Joel Johnson(来自DigiKhel公司)

大多数本地开发者在盈利的驱使下选择了投放广告,因此他们很注重下载量,把它看作是实现目标的一种途径。

在印度,几乎没有人可以通过应用内付费得到巨额收入,就算是主流的社交赌博游戏也没有办法。

目前,他们并没有向世人公开盈利方法,考虑到他们面临的激烈竞争环境,也不太可能公开讨论这事,即使是在早期阶段,从分享知识的角度也不行。

话虽如此,但其实就跟其它F2P应用一样,盈利的方法显而易见。

如果有人想要了解印度游戏行业中盈利的一贯手法,有个好消息就是你只要把全部,或者是随便几个游戏玩上快一个月就应该可以很容易地看明白近期行业中所使用的方法。

还有,鉴于收入的主要部分来自那些拼命砸钱的玩家,我们其实应该好好考虑多下点功夫,我建议至少多投点钱。用50000卢比(大约780美元)来感受下那些一掷千金的玩家经历的游戏旅程。

讨论完印度市场畅销游戏中的浅显部分,这里还有几个选项给那些想要优化盈利机制的人:

在内购商店中提供低折扣的特供商品。
在游戏中提供不同的版式,让玩家感受到更多乐趣。这通常会激励玩家花更多时间在游戏上,消费的可能性也就随之提高了。

我在本土游戏中看到的具体概念就是成为游戏虚拟货币的中间商。

几乎所有的本地畅销应用都有同样一种做法就是用户购买大量的物品然后跟朋友分享。

这是一个能够克服印度市场在线支付壁垒的好办法。

你的朋友也许非常想要内购物品,他愿意把现实货币转给你,然后你代替他完成线上交易。

Nalin Savara(Darksun Technologies的CEO&技术负责人)

对于Darksun Tech来说,最有效的盈利机制就是创造出令玩家满意的内容,嵌入合理(不是一直重复)数量的广告,把重点放在游戏玩法和下载量上,让它们带动广告投入。

以前在诺基亚商店中,我们的下载量是个巨额数字,在那个时代广告是个很好挣钱的方法。

现在在谷歌商店,我们意识到在印度市场,不管是应用内付费还是看广告得奖励都不是之前诺基亚商店用过的方法,因此我们把目光聚焦在全球用户而不单单是印度市场,以此来带动盈利。

本文由游戏邦编译,转载请注明来源,或咨询微信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.

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.

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.

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.

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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