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App Annie告訴你2016年日本移動遊戲市場商機 vincent0326  • 2016-07-14 14:15 – Annie App tells you the 2016 Japanese mobile game market opportunities

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從2015年數據 報告顯示,日本是全球移動遊戲收入最高的市場之一,並仍在不斷增長,隨着手游市場的逐漸成熟,海外遊戲市場的淫淫者國內遊戲廠商不斷嘗試出海,從去年到今 年來看,我們也坑看到市場上表現不錯的產品,但是從實際情況來看,市場表現似乎並不樂觀。數十年來,日本成為移動遊戲的大本營,除了公認的熱門市場外,遊戲用戶時間以及付費也都是相對較高的。
From 2015 data report shows that Japan is one of the world’s top market for mobile game revenue, and still growing, with the travel market gradually mature, overseas market of our domestic game companies continue to try out to sea, from last year to this year, we also pit see good products on the market performance, but from the point of view of the actual situation, the market does not seem optimistic. For decades, Japan has become a stronghold of mobile games, in addition to the popular market recognized, the game user time and pay is relatively high.

 對 於日本這個市場來說,真的容易進去分得一杯羹嗎?其實從業內人士來看,日本市場相對國內和歐美市場來說,卻是一個非常不容易攻破的堡壘,尤其日本本地遊戲 廠商佔據了較大部分市場的背景下,數據顯示2015年日本遊戲廠商包攬了日本絕大部分用戶市場,尤其在收入這一款,在日本2015 收入排行榜 52 強發行商中佔據了前十位置,真正留給海外發行商的市場空間非常小。
& amp; nbsp; for the Japanese market, really easy to get into share a cup of a thick soup?? actually from the industry point of view, the Japanese market relative to domestic and European and American market is a very not easy to break the fortress, especially local Japanese game manufacturer occupy the most of the market in the background under, the data show that in 2015, the Japanese game manufacturer swept the majority of Japanese user market, especially earnings in this paragraph, in the Japanese 2015 revenue charts 52 strong distribution business to occupy the top ten positions, really left for overseas distribution business market space non is very small.

 近期appAnnie聯合Dentsu做了一期關於日本移動遊戲市場報告,根據報告顯示,日本遊戲市場仍然存在很大商機,對於日本遊戲廠商一邊成功吸引用戶實現盈利,一邊持續保持主場絕對優勢,他們是如何做到二者兼顧? 
& amp; nbsp; recent appannie joint Dentsu do a period of Japanese mobile game market report, according to the report, the Japanese game market still exist great opportunities, for the Japanese game manufacturer side successfully attract users and achieve profitability, while continuing to maintain absolute advantage in the home, they are how to do both at the same time? & amp; nbsp;

根據報告顯示,日本遊戲市場存在以下幾大特徵:
According to the report, the Japanese game market has the following major characteristics:

 1. 日本市場 google Play 的遊戲盈利能力與 iOS app Store 平分秋色 
& nbsp; 1 of the Japanese market google Play iOS app Store game profitability and even & nbsp;

包括美國在內,很多市場遊戲收入都明顯偏重於 iOS appStore,但在日本,googlePlay 與 iOSappStore 的盈利能力卻勢均力敵、同樣強勁。應用營銷應把握好這一平衡,最大限度發掘機會。 
Including the United States, the game income of many markets are obviously biased in IOS appstore, but in Japan, the profit ability of googleplay and iOSappStore is close, also strong. application marketing should grasp this balance, maximize the opportunity to explore. Nbsp; &

2. 相比美國市場,日本的移動遊戲玩家高度活躍 
2 compared to the U.S. market, Japan’s mobile game players are highly active nbsp; &

數據顯示,對於美國和日本兩個國家來說,雖然美國市場遊戲下載量幾乎是日本市場的5倍,但是從玩家付費上,日本2014年與 2015年的移動遊戲總收入卻都高於美國。由此可見,日本市場的下載量變現能力(尤其是從每名玩家身上獲得的平均收入)要高出許多。 
Data show that for the United States and Japan, two countries, although the United States market game downloads is almost five times the Japanese market, but from the players to pay on, Japan in 2014 and 2015 mobile game total income is higher than the United States. This shows that the Japanese market to download the amount of cash (in particular, the average income obtained from each player) to be much higher. Nbsp; &

3. 日本市場的絕大部分收入來自本土遊戲 
3 the vast majority of the Japanese market revenue from local game nbsp; &

日本市場機會眾多,但截至目前,在此取得巨大成功的國際發行商卻寥寥無幾。2015 年,日本市場90%以上的遊戲收入皆由本土公司創造。相比之下,美國市場美國本土公司創造的收入不到 50%。
Japanese market opportunities, but as of now, this has been a huge success of the international publishers are very few. 2015, the Japanese market more than 90% of the game revenues are created by local companies. In contrast, the U.S. market for local companies to create income less than 50%.

 4. 無論是參與度還是盈利能力,RPG 全面佔優 
& nbsp; 4 whether it is the degree of participation or profitability, RPG fully dominant & nbsp;

國內遊戲市場來看,RPG類型手游佔比也相對較多,目前國內蘋果暢銷排行榜單上面,RPG手游前十就超過一半為此類手游數據顯示2015 日本市場下載榜的第 20–50 名則被角色扮演遊戲包攬。
From the domestic game market, the RPG type of hand travel accounted for relatively more, the current domestic top ranked apple’s best-selling list, RPG before the ten hand travel more than half of the hand tour. Data show that 2015 of the Japanese market to download the list of twentieth – 50 is a role-playing game sweep.

App Annie告訴你2016年日本移動遊戲市場商機							 							 								 									 									 			vincent0326							 		 							 								 	 • 2016-07-14 14:15 - Annie App tells you the 2016 Japanese mobile game market opportunities

 業 內人士認為,在競爭逐漸加劇的市場背景下,大量遊戲湧入市場,但是越來越多遊戲逐漸開始了爭奪的穩定下載量,同時高度競爭的市場環境正在改變玩家的行為方 式。移動遊戲的成熟周期正在縮短,且下載量主要集中於首發階段。業內人士給出建議,認為非日本本土的公司尤其要重視自己的本地化戰略。例如藝術風格、故事 情節和配音,都要符合日本市場的獨特風格。此外,遊戲內購和遊戲內限時促銷活動等深受本地玩家喜愛的遊戲機制往往也都非常有效。 
& amp; nbsp; industry believes that in the increasingly competitive market background, a lot of games into the market, but more and more games gradually begun to compete for stable downloads, and highly competitive market environment is changing the player’s behavior. The mature period of the mobile game is shortened, and the download is mainly concentrated in the starting stage. Insiders given the proposal, the company believes that the local non Japanese companies in particular, should pay attention to their own localization strategy. For example, artistic style, story and voice, are in line with the unique style of the Japanese market. In addition, the game within the purchase and limited promotional activities, such as the game by local players are often very effective. Nbsp; &

除此之外,app Annie認為在他們採取的眾多策略當中,IP (包括漫畫) 的成功運用尤為關鍵。 尤其對於日漫來說,目前在暢銷榜單中很多遊戲都是通過動漫IP改編而來,除此之外,很多動漫IP也被大量輸出到國內遊戲上次行,價格也隨着Ip熱潮水漲船 高。例如《智龍迷城》及《怪物彈珠》等遊戲擁有海量受眾加上Ip的品牌效應使得遊戲在日本首次行表現非常出色。綜合來看,日本發行商主要採用在限時優惠活 動中使用漫畫IP的策略,影響新用戶群體並吸引現有用戶。

In addition, Annie app believes that in many of the strategies they take, IP (including comics) is the key to the success of the use of. Especially for the manga, at present in the bestseller list in many games are the anime adaptation of IP and, in addition, many animation IP has also been a large number of output to the last game, with the prices of IP boom water high up the ship. Such as “dragon Fan Zhi City” and “monster Pinball” games have massive audience and IP brand effect makes the game in Japan for the first time, performance is very good. In general, the Japanese publishers are mainly used in the limited time discount activities in the use of comic IP strategy, the impact of new user groups and attract existing users.

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