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近日,Think with Google 2022大会以线上直播的方式开启,游戏主会场上谷歌联合益普索发布《2022 全球手游玩家需求变化洞察》,同时分享了莉莉丝、江娱互动等知名厂商的出海增长案例。

01

玩家需求不断变化中

跨端尝试帮助头部厂商破圈增长

《2022全球手游玩家需求变化洞察》显示,相比2020年,2022年海外手游市场增速开始放缓,但较疫情前仍有可观的上涨,手游玩家在疫情期间的行为依然持续。
游戏时间减少的手游玩家不到 20%,尽管总时长没有变化,但用户精力转移使得用户支出呈下降趋势, 在过去一年间,手游玩家的需求发生了明显变化。
首先,玩家更加理智消费,精打细算。 物价上涨和通货膨胀让玩家们更关注自己的财务状况并理智消费。玩家更注重性价比,除了对超值的促销活动更敏感外,也倾向于为精品化的游戏付费,尤其是韩国玩家,运营用户长期价值重要性凸显。

相比于非付费玩家,美国与日本的付费玩家更加倾向于从激励视频中获得免费奖励,让玩家平衡自己在游戏中的支出,推动游戏进程。

其次,跨端意愿强烈,多端并举需求被搬上台面,手游的PC化能带来15%的收入增长 。数据显示,70%以上手游玩家同时在两个及以上的设备玩游戏,玩家们对于体验跨端游戏有较强的意愿,多数跨端玩家愿意下载同款手游的PC版本,50%左右的玩家期待无缝衔接跨端体验,然而2021年中国开发者对全球PC和主机市场的收入贡献不到2%。


报告中特别提到设备适配度是保证跨端流畅体验的核心诉求,跨端玩家对PC端画面、音效和操控均有较高的要求,跨端游戏的品质需要得到保证。

目前国内厂商已经逐渐意识到手游跨端市场的潜力,很多厂商已经行动了起来开始布局跨端游戏以增加游戏的玩家活跃度和收入。

例如,江娱互动旗下的《口袋奇兵》移动端已经海外市场推广了3年之久,用户积累超1亿后增速开始放缓,为了再度提高游戏的增长空间,江娱互动决定在网页端寻求突破。
据《口袋奇兵》网页版发行负责人宋志京分享,《口袋奇兵》移植至网页端之后操作其实是更加顺畅, 目前《口袋奇兵》网页版已经有超过300万的全新用户(并不包括跨平台用户),在用户行为方面,网页端用户付费更晚但是付费增长更多,《口袋奇兵》网页版确实起到了扩圈和补充的作用,《口袋奇兵》网页版当前定的目标为日流水超过30万美元。
另外在网页版的实际开发中,由于《口袋奇兵》游戏引擎优势,因此其从移动版到网页版的开发较为简单,核心逻辑无需重新编写,主要开发工作集中在登录支付等功能、浏览器适配和用户行为统计,整个项目从立项到上线仅用了1个月。
研发之外,在推广层面上,《口袋奇兵》网页版遇到的挑战主要集中在用户操作系统相比移动端更加复杂、需要重新接入广告平台打点以及APP外的投放,《口袋奇兵》网页版更多投放在Display、VAC,并且由于APP已经运营及投放了很长时间,网页端时团队尝试只投放PC端,实际效果不错。
另外,Google 中国大客户部游戏行业副总裁邓辉在接受游戏魔客采访时表示,4399、米哈游、江娱互动等很多与谷歌有合作的资深出海厂商都已经发力跨端市场,目前跨端的挑战更多集中在跨端版本出来后的用户获取以及收入层面,尤其是ROI模式的跑通。
该趋势之外,邓辉还表示虽然 跨端市场空间很大,但这种模式的套用最好是厂商已经有一个成功的被验证过的手游模板,对于小厂商而言没必要将跨端直接考虑到产品的立项初期,完全可以等手游版本成功后再进行移植,整体风险会降低很多。
最后,玩家需要通过游戏建立起更多的社交连接。 在疫情常态化的背景下,玩家与世界“重新连接”的需求飙升。一部分玩家将注意力从游戏转向线下的社交活动,而仍然沉浸在游戏中的玩家通过游戏增进和他人之间的关系。
休闲放松仍是玩游戏的主要原因,建立用户之间的口碑传播和玩家互动也愈发重要,数据显示游戏玩法、人物和剧情等是玩家间分享的主要话题。

02

“抢夺”用户注意力

厂商该怎么发力?

在玩家需求的改变、精力分散的前提下, 如何抓住玩家的注意力,让其沉浸其中显得非常重要,报告对其方法论进行了总结。
首先厂商需要找到玩家,联结玩家兴趣。
喜爱的游戏品类,日常关心的话题或者有吸引力的视频、有趣的游戏背景故事会吸引玩家尝试,拉美玩家尤其会因为“新游戏是我熟悉的品类”而尝试新游戏。可以选择将上述要素与广告创意、视频创意相结合。
对付费玩家来说,游戏视频是了解新游戏相关信息非常关键的渠道,特别在印尼和美国,有更高比例的4X策略游戏付费玩家会通过观看游戏视频了解热门游戏。

还可以结合玩家熟悉的游戏玩法,提供玩家即时的乐趣。当前不同游戏品类的边界比以往更模糊,玩家可以同时玩多种类型的游戏,因此加入玩家熟悉的元素能能够有效抓住他们的注意力。例如模拟经营游戏的玩家中,有超过50%的玩家同时也在玩含有建造元素的策略游戏。

游戏中的 IP 也是吸引下载新游戏的重要原因,无论是策略游戏玩家,还是模拟经营玩家,亦或是合成游戏玩家,他们被IP吸引的都在50%以上,付费玩家的概率更是高达66%。

再者,便是抓住玩家,为其提供多元的游戏体验。
报告显示,当下玩家希望在游戏中的学习周期更短,玩家一般会在尝试一个新游前三次后决定是否留存,简单易通的玩法指引是玩家愿意留存超30天的核心原因之一。简单易懂不仅限于操作,也代表游戏容易理解及游戏目标明确。

因此,厂商需要提供简单易上手的操作和清晰的指引,降低玩家在游戏初期的“学习成本”,让他们有动力继续游戏。
除此之外,海外市场复杂,不同区域市场不同类型的玩家都希望可以在游戏中能够突出“我”的存在,打造个性化体验。置身屏幕之外的玩家希望通过在角色中增加自己个性化的元素,来提高在游戏中的融入感,付费玩家的这种需求是非付费玩家的近两倍。
付费玩家中,4X策略玩家更加希望通过游戏展示自己强大的游戏实力,并且不断解锁新的游戏内容,模拟游戏玩家则是对和他人一起玩游戏有更突出的需求,推出新的角色是激励他们在游戏中不断探索的重要原因,合成游戏付费玩家对“额外的奖励”有更高的期待。

最后则是留下玩家,增强玩家的归属感。
数据显示,付费玩家更倾向于和他人共享游戏体验,4X策略游戏付费玩家和他人一起玩游戏的比例高达46%,模拟经营为41%,合成游戏为42%,均比非付费玩家高出了10%以上。而且游戏内社交也会进一步带动玩家花费,因此厂商可以考虑强化公会战、组队任务和互赠礼品等功能,来增进玩家和游戏之间黏着度。


现有玩家之外,厂商可以定向召回流失玩家,提供专项回归礼包和任务,让回流玩家感受到关注。

03

更多品类值得被尝试

国内厂商需要突破赛道屏障


Think with Google 2022游戏主会场结束后,Google 中国大客户部游戏行业副总裁邓辉接受了媒体采访。采访中他表示,在当下的出海环境下,头部出海厂商在优势赛道外已经开始寻找新的机会,这种机会主要来源于已有赛道上的游戏玩法创新吸引更多泛用户,或者在人才储备和市场洞察的基础上开拓国内擅长领域之外的赛道。
数据显示,在海外市场前15个游戏品类中,中国厂商仅在4X 策略、吃鸡游戏、动作类角色扮演、放置角色扮演四大品类表现突出,占据海外市场份额超70%,但在其他11品类中,中国开发者的市场份额不足10%。