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2019年游戏市场规模为2.69亿令吉! |出海马来西亚游戏岛群第5期

2019-12-20 19:38:33

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马来西亚最大的游戏部门仍然是手机游戏,2019年市场规模为2.69亿令吉。

 

随着人工智能和虚拟现实等技术的迅速发展,马来西亚有望在未来几年内成为游戏行业的领先者。

 

ADA代理总监兼首席运营官Anurag Gupta表示,动画和制作方面的高技能劳动力以及该行业的发展将提升马来西亚在全球游戏领域的地位。

 

“任何具有高智能手机普及率,低成本和易于访问高速数据的国家都将显示游戏的快速增长。

 

“只要政府继续为游戏产业提供正确的渠道和资源,它将继续以狂热的速度增长。

 

他在最近的一次电子邮件采访中告诉《马来西亚储备》,他说:“但是,也值得考虑如何将分配的资金用于发展这个行业,特别是在接触基层参与者和满足他们需求方面。”

 

Gupta补充说,私人公司还可以重新评估其营销策略,以在这个市场上立足,从而有机会在社区中建立更强的品牌相关性和亲和力。

 

“随着时间的推移,游戏行业发展迅速,从一群在令人上瘾的手机游戏上玩耍的青少年到各个年龄段的休闲游戏玩家。它现在已经发展成为一个十亿美元的产业。”古普塔说。

 

“东南亚数字经济增长的最大受益者之一是游戏产业。

 

“电子竞技的嗡嗡声已经很高,马来西亚有24名电子竞技运动员参加了2019年东南亚运动会。

 

他说:“马来西亚也被列为六大国家之一,为电子竞技的指数增长做出了贡献。”

 

根据Statista的数据,马来西亚的游戏收入预计将以每年9.9%的速度增长,到2023年市场规模将达到1.79亿美元(7.4亿林吉特)。

 

目前,马来西亚最大的游戏细分市场仍然是手机游戏,2019年的市场规模为6500万美元。

 

马来西亚还拨款2000万令吉,这是2020年预算的很大一部分,用于发展当地的电子竞技产业。

 

“鉴于这些激励措施,我们期望看到更多参与游戏活动和品牌的公司可以利用这一趋势获得优势。

 

“对于我们的客户和许多其他行业,我们也认为这是一个巨大的机会。

 

Gupta指出:“专业游戏为希望推广游戏性能产品,能量饮料,街头服饰等的广告商创造了新的渠道。”

 

ADA收集的最新行为洞察数据指出,马来西亚至少5%的上班族平均每天工作两个小时在玩计算机或视频游戏。

 

数据还显示,马来西亚每个建筑物每天花在游戏上的时间多达8,000个小时。

 

在谈到马来西亚人的手机游戏趋势时,古普塔说,当游戏从游戏机等小工具转移到手机时,游戏已成为主流。

 

“行为洞察力数据并不一定指向生产力低下或成瘾,它只是显示了当工作需求不断增加时员工行为的转变。

 

“因此,更准确地说,智能手机上的休闲游戏现在已成为减轻压力的新方法,而不是将其本身视为一种'成瘾'。”

 

古普塔还赞扬了电信公司Yoodo的举动,以推出马来西亚首个“ PUBG Mobile”游戏专用数据附加组件。

 

“ Yoodo提供了20GB的特定数据并使其完全免费,结果,该活动在各个渠道上的记录触及效果达到2430万。

 

“移动服务的签约量增加了25%,PUBG移动数据附件比购买的总购买量高23%。

 

他说:“因此,这表明Yoodo如何成功地定位了致力于游戏玩家的品牌,以及一个能够满足游戏玩家需求的独特资格。”

 

由通信和多媒体部管理的马来西亚国家创意产业政策已将游戏产业确定为创意产业的主要类别之一。

 

根据马来西亚投资发展局的报告,随着创意产业的迅猛发展,越来越多的马来西亚人跳上虚拟世界的潮流,开始了他们作为游戏开发商的职业生涯。

 

Mida补充说,随着越来越多的公司和富有创造力的个人迅速探索这一创新产业,游戏产业将继续发展。

 

截至目前,马来西亚本地大学和学院正在广泛提供专门从事游戏的课程,以进一步促进该行业的发展。

 

诸如Limkokwing创意技术大学,管理和科学大学等机构可以找到如游戏软件开发和编程等课程。

 

 

Rapid technology growth boosts Malaysia’s gaming sector

 

The country’s largest gaming segment remains to be mobile games with a market volume of RM269m in 2019

 

By S BIRRUNTHA / Pic By BLOOMBERG

 

MALAYSIA is well positioned to be a leading player in the gaming industry within the next few years, following the rapid growth of technology such as artificial intelligence and virtual reality.

 

ADA chief of agency and COO Anurag Gupta said highly skilled workforce in animation and production, as well as the development of the industry will boost Malaysia’s standing in the gaming sector globally.

 

“Any country with high smartphone penetration together with low cost and easy access to high speed data will show rapid growth in gaming.

 

“As long as the government continues to provide the right avenue and resources for the gaming industry, it will continue to grow at a feverish pace.

 

“However, it is also worthwhile to consider how the allocated funds are being used to develop this industry, especially in terms of reaching out to the grassroot players and supporting their needs,” he told The Malaysian Reserve in an email interview recently.

 

Gupta added that private companies can also re-evaluate their marketing strategies to gain a foothold in this market, taking the chance to build stronger brand relevance and affinity within the community.

 

“The gaming industry has grown rapidly over time, from a group of teenagers playing on addictive mobile games to casual gamers of all ages. It has now evolved into a billion-dollar industry,” Gupta said.

 

“One of the biggest beneficiaries of the growing digital economy in South-East Asia is the gaming industry.

 

“The buzz on e-sports is already high and Malaysia has 24 e-sports athletes participating in the SEA Games 2019.

 

“Malaysia is also listed as one of the ‘Big Six’ countries that are contributing to the exponential growth of e-sports,” he said.

 

Based on the numbers on Statista, the gaming revenue in Malaysia is expected to show an annual growth rate of 9.9%, resulting in a market volume of US$179 million (RM740 million) by 2023.

 

Currently, Malaysia’s largest gaming segment remains to be mobile games with a market volume of US$65 million in 2019.

 

Malaysia has also allocated RM20 million, which is a substantial portion from Budget 2020 to develop the local e-sports industry.

 

“Given these incentives, we are expecting to see higher involvement in gaming activities and brands that can capitalise on this trend to gain an upper hand.

 

 

 

“We also see this as a huge opportunity for our clients and many other industries.

 

“Professional gaming has created a new channel for advertisers looking to market gaming performance products, energy drinks, streetwear, and more,” Gupta noted.

 

A recent behaviour insights data gathered by ADA pointed out that at least 5% of office workers in Malaysia play computer or video games at an average of two hours daily at work.

 

The data also revealed that up to about 8,000 hours were spent on gaming per day per building in Malaysia.

 

Speaking of the mobile games trend among Malaysians, Gupta said gaming became mainstream when it moved from gadgets such as consoles to mobile phones.

 

“The behaviour insights data does not necessarily point towards unproductivity or addiction, it just shows the shift on employee behaviour when demands from work have increased manifold.

 

“So, instead of seeing it as an ‘addiction’ per se, it is more accurate to say that casual gaming on smartphones has now become a new way to de-stress.”

 

Gupta also lauded the move by telecommunications company, Yoodo, to launch Malaysia’s first “PUBG Mobile” game dedicated data add-on.

 

“Yoodo provided 20GB of specific data and made it completely free, and as a result, the campaign recorded an impressive reach of 24.3 million across channels.

 

“The sign-ups for mobile services increased by 25% and the PUBG Mobile data add-on was 23% higher versus the total add-on purchases.

 

“So, this shows how Yoodo successfully positioned its brand that is committed to gamers and one that is uniquely qualified to meet the needs and requirements of gamers,” he said.

 

The Malaysian National Creative Industry Policies governed by the Ministry of Communications and Multimedia has identified the gaming industry as one of the main categories in the creative industry.

 

According to a report by the Malaysian Investment Development Authority, with the massive growth of the creative industries, more Malaysians are jumping on the virtual world’s bandwagon to kick-start their careers as game developers.

 

Mida added that moving forward, the gaming industry will continue to grow, as more and more companies and creative individuals are rapidly exploring this innovative industry.

 

As of now, courses specialising in gaming are being widely offered by local universities and colleges in Malaysia to further boost the industry.

 

Courses such as game software development and programming can be found in institutions such as Limkokwing University of Creative Technology, and Management and Science University.

 

 

 

 

 

 


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