Mobile Gaming changes: iOS no longer good Android income looming tens of millions

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Text/Sohu It He Feng

The smartphone gaming market is changing, and iOS is no longer dominating the world, and the subversive power of Android, which has been ignored as "applause", is constantly being distributed. Not only to choose the platform, game developers are also in the casual game and the recosting game range tangle. And the combined transport of the full swing, as well as the operator channels, developers can not be negligent.

iOS no longer good Android starts making money

"Apple is still the best platform for branding, but it's not the best, or it's not the biggest market to be expected in the future." "As a super Apple fan, Touch technology founder Chenhao Zhi Heart." At the Cocoachina developers ' conference in Saturday, he even had a "spit" on Apple.

"In the near future, whether it is Apple's audit cycle, audit quality, audit process has been a lot of serious problems." A year ago, developers to Apple to provide applications, every day disturbed is not good enough, and today to Apple to provide applications, we are disturbed by the Apple will not exhaust. "Chenhao said, the product promotion cost rises sharply, the iOS platform brushes the list has become the market mainstream, the normal promotion already is very difficult." It is reported that the Brush list company in May this year again, around the list.

The iOS platform is no longer good. The revenue that iOS has brought to the game has stalled in the always-proud revenue stream. "Last August to June this year, the domestic iOS gaming market continued for 10 months on a monthly scale of 30 million yuan." "Chenhao said in August this year. And the growth of the income scale, as well as the promotion cost rise, for the developer means the product gross margin decline.

Chenhao has announced the growth of equipment in the last 8 months. The chart shows that in the 75 days of June 4 August 20, the "Catch Man" from Apple rose by 17.77%, lower than Samsung, HTC, only Motorola, LG and the charm of the family. "This is the greatest tragedy!" Apple went through a severe market recession in China. "Apple's share in the country has fallen to seventh, according to data from another investigative agency, Isupply.

The wind is changing! The subversive power of Android is constantly being distributed. As many expect, Android terminal sales have exploded this year. But at the beginning of the year is not optimistic about the Android game, from the "Applause not draw" to the mainstream.

Guangzhou Valley Network director Mattau revealed that "world ol" monthly income flow over 12 million yuan, of which, Android contribution 55% (nearly 7 million yuan), more than Java and iOS. At the beginning of the year, the Android version of the valley, revenue accounted for only 10%. Half a year later, the valley was transplanted to the iOS platform. "We did a very advanced approach to doing an Android product compatible with Java. "He thinks the decision is very important to the product's revenue."

"World ol" success has given us great encouragement, we will see heavy game on the Android platform, as long as a good product can get a better market performance. "Yangjin, vice president of the Magic age, said. Magic era under the operation of a popular hand tour "Forget Fairy", the goal is to point to the monthly income million. Yangjin said in July this year, when the Le ping stage, "Forget cents ol" 60% revenue from Android.

"Next year or the second half of the year the Android market is the focus. "Earlier, Chenhao has said that the earnings of the q3,android game this year exceed iOS.

Heavy games or casual games are hard to choose

A developer who just got involved in a mobile phone game told me that he has been particularly tangled lately. Because one of his restaurant operating games in the app store shelves for one months, a few paid users.

In stark contrast to this, touch technology agent issued the "Warring States" cumulative income of more than 20 million, and download only more than 700,000, dau tens of thousands of people, and ARPU value of up to 500 yuan. and "World ol" ARPU in 300 yuan, "forget cents ol" ARPU also in 150-200 yuan.

"Recosting products remain mainstream. Chenhao said that many companies in the market to obtain the size of income basically rely on the heavy billing game. Appanine, a 10 of the largest domestic iOS game publishers, Giants Mobile, air network, Haypi, Pinidea, Tap4fun, everyone games and Triniti and other six are mainly billing games.

The developer also says the team is already deciding to do a heavy game. "The previous restaurant management game was a channel." ”

Chenhao, compared to the previous mobile game relatively lightweight, emphasizing the new play, now the integrity of the game more and more important.

However, to do heavy games facing the development cycle and cost increases, the new team funding is not a small test. The aforementioned "Forget cents ol" although in iOS has been killed in the top five of the best-selling list. But according to Yangjin's introduction, this year June 18 the online game, experienced up to 2 years of development, after two reconstruction: October 2010 project, Java and Android together to do, in the development process to change ideas, in October 11, decided to give up the Java market, to use C + + write client, By March 2012, even game technology and fine arts have been changed. The online time has actually been a year later than the investor expected. Some developers sigh, thanks to a good investor.

The development experience of "Forget cents ol" may be seen more as a Java game development team struggling to move to the smartphone platform. "At the time, our team was very confident that heavy games could have a good market on mobile phones, even though there were no successful precedents," he said. She thinks whether to choose to do heavy games and team genes. "Industry opportunities are important, and the team's own capabilities and experience are more important." ”

Despite the low ARPU, casual gaming can easily exceed the heavy billing game in user size and branding. than the "Warring states" on the line to the late "God's meaning" download volume has exceeded 3 million. And as the largest mobile phone game "fishing Tatsu people" in each platform installed capacity has been billion, the monthly active users 32.46 million. Different from the pay system of "Plants vs Zombies", "Fishing Tatsu man" for the casual mobile phone game opened to build advertising platform model. It is reported that "fishing Tatsu people" one-day advertising revenue 240,000 yuan.

"Casual games will be more suitable for large user platforms and carrier markets. Chenhao said.

Channel: Transport trend operators in exerting force

If the product is the soul, then the promotion is the lifeblood. And in the promotion of Android games, the relationship between developers and the platform is extending from free download to intermodal mode.

It is reported that the current domestic large-scale intermodal transport platform Tencent, UC, 91, when the music, Jifeng and so on. Tencent Games Vice President Lu Peng has said that the Android game is the main direction of transport, and won the Jays Tong's "three countries Come" Android version. UC Nine monthly income of tens of millions of, Yu will target in the broken billion, and developers 55. The 91 and Jifeng were extended from the application market, which earned more revenue this May than last year. This year to get a B-round investment in the network, the Android game on the first to exert the most attention.

"The third-party Android Market is already a prototype of the platform. Chenhao said that next year's mobile gaming market will be expected to increase revenue from the 1.5 billion yuan this year to 5 billion yuan. "More than 50% from the third party Android open platform, while Apple remains around 20%." ”

Operator exerting force is another big change of channel! Compared with the third party transport platform, the charge convenience is the operator's advantage, and the pay conversion rate is high. It is reported that in the online telecom love Game platform, Fruit Ninja in China for the first time to make money, not through advertising. Chenhao said, "Fishing up to 2" in the Love game online month income more than "Fruit Ninja" in the platform's total income.

"In China, from download to pay conversion rate of 35%, only one platform can do, that is the carrier platform." "He expects operators to account for more than 30% of the revenue from the mobile gaming market next year," he said. Analysts say the operator's channel is also an important factor in reversing the big picture of the Android game.

Now, it has emerged that if a game is seen by operators, the team becomes the envy of developers. "While operators are slow, this power cannot be ignored. "says one developer.