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2018年Q1中国手游买量市场分析报告

2018年04月12日 15:40来源:网络整理手机版

原标题:2018年Q1中国手游买量市场分析报告

  App Growing以第一季度追踪到游戏广告投放数据为依据,发布《2018年Q1中国手游买量市场分析报告》,核心包括以下内容:

2018年Q1中国手游买量市场分析报告

  数据来源:App Growing网站1月1日-3月31日所追踪的IOS游戏的移动广告投放数据及App Store商店数据。所涉及的渠道为腾讯社交广告(广点通)、 腾讯联盟广告(广点通联盟)、今日头条、猎豹广告、阿里汇川(UC)、网易易效、百度信息流 微博粉丝通 优酷睿视、爱奇艺 UnityAds Vungle、Applovin Adcolony、 腾讯智汇推。

  一、头部游戏/开发商买量激烈,天使纪元/宾果消消消等多款游戏抢量力度大

  1) IAP游戏为买量主体,广告投放的新入局者占比高

  2018年Q1,App Growing共追踪到837个开发商的1010款游戏,共计40531个广告。

  ① 买量游戏以IAP游戏为主体:Q1投放广告的游戏中,其中91%的游戏为IAP游戏。

  ② 广告投放的新入局者占比高:广告投放数排行榜TOP200款游戏中,在Q1期间首次投放广告的游戏占比为46%,其中29%为新上线的游戏。

2018年Q1中国手游买量市场分析报告

  2)盘点广告投放游戏风云榜,Top20累计广告数均超300+

  2018年Q1,累计广告投放数Top20游戏如下图,天使纪元以绝对的优势稳居榜首。其中宾果消消消,熹妃Q传,西游女儿国,放置奇兵投放天数为90天,投放持续整个统计周期。

2018年Q1中国手游买量市场分析报告

  其中投放广告数Top20游戏中中,天使纪元、宾果消消消、部落契约、搜神记,熹妃Q传连续3个月挤进排行榜Top20,投放生命力较高,且在App Store表现较好,均名列了游戏免费榜top60。

2018年Q1中国手游买量市场分析报告

  通过粉丝圈层营销,游族倾力打造MMOARPG爆款《天使纪元》,以其代言人“刘亦菲”为核心开展发行营销战,吸引粉丝关注。在广告投放方面,多渠道大规模持续投放投放广告,仅App Growing所追踪到的投放渠道共15个,Q1累计投放广告数1500+。且在投放视频,图片素材,创意中均以“刘亦菲”的角色形象为主,将游戏与明星气质形象深度绑定宣传,提高用户好感度。

2018年Q1中国手游买量市场分析报告

  二、“买量” 头部游戏开发商巨头盘点,网易/上海游族/柠檬微趣跻身买量前三强

  1) 网易/上海游族/柠檬微趣跻身买量前三强

  Q1游戏发行商中“买量巨头”依然是网易移动,游族网络,柠檬微趣这三家公司。网易广告投放数排名第一,共有27款游戏参与了广告投放 ,而游族柠檬微趣单款游戏投放力度明显。此外,腾讯系游戏虽然Q1季度在投游戏达22款,但是总体广告数并未达Top5。

2018年Q1中国手游买量市场分析报告

2)“买量”成网易新游推广通用手段,热捧武侠IP《楚留香》

  2018年Q1,游戏发行商 “网易移动游戏”新上线8款游戏,集中在1月份上线,其中6款为IAP游戏。除3月底上线的《第五人格》外,新上线的IAP游戏均参与“买量”,买量成网易新游推广通用手段。其中网易武侠游戏楚留香广告投放也较为抢眼,第一季度累计投放广告数高达415个,目前已挤进App Store游戏畅销榜前6名。

  三、中国手游市场移动广告渠道投放趋势分析,Unity Ads,网易易效,Applovin投放潜力大

  1)UnityADs 备受青睐,腾讯社交广告投放显著上涨

  Q1期间,共有1010款游戏投放广告,其中有31%的游戏投放了UnityAds渠道,占比31%,零启互联,且近三个月投放占比较为稳定。

  虽然有29%的游戏有投放今日头条渠道,但近三个月的投放占比明显减少;而腾讯社交广告(即广点通渠道)投放占比有所上涨,越来越多游戏青睐于开拓腾讯社交广告渠道的投放。

2018年Q1中国手游买量市场分析报告

  2)奖励式视频成为游戏投放主流渠道,游戏信息流广告中近80%为单图形式。

2018年Q1中国手游买量市场分析报告

  四、Q1 热门分类手游的广告投放策略分析,角色扮演,动作类游戏为抢量大军

  1)角色扮演,动作类游戏为“买量”大户

  整体游戏投放中,角色扮演类游戏占比高达29.4%,动作类游戏的广告投放数占比为22.7%,整体占比超过50%。不同渠道各分类投放情况稍有不同,但整体还是以角色扮演,动作类游戏的投放为主。下文也将进一步分析角色扮演类游戏,分析其信息流投放创意素材特点。

  2)角色扮演类游戏用户画像分析,30岁以下年轻用户为核心玩家

  · 男女比例均衡:角色扮演类玩家的男女比例为51.2%:48.8%,差距不明显。

  · 30岁以下年轻用户为核心玩家,占比超过60%:19-25岁年龄层用户最多,为38.5%。

  · 角色扮演类用户日均使用频次为2.43次,日均使用时长为29.4分钟。

2018年Q1中国手游买量市场分析报告

3)仙侠/传奇游戏为角色扮演类游戏投放主力军

  提取Q1广告投放数Top150款角色扮演类游戏进一步细分,其中24%的游戏为仙侠游戏,20%的游戏为传奇类型的游戏,为角色扮演类游戏的主力军。

2018年Q1中国手游买量市场分析报告

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