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总览
就规模而言,俄罗斯(俄罗斯联邦,RF)是最大的国家,在人口方面是第九。俄罗斯有85个联邦科目。从东西到该国的距离几乎是10,000公里,最东部和最西部地区之间的时差为10小时。
俄罗斯有200多个族裔,其中大多数人口是俄罗斯人(占80.9%),此外还有tar人,乌克兰人,巴什基尔人,楚瓦什人等。但是,俄罗斯联邦内的共和国有权建立自己的官方语言(在这种情况下,必须在官方机构中使用俄语)。
按购买力平价调整后的俄罗斯国内生产总值排名世界第六,名义国内生产总值排名第十二;但是,该国人口的购买力动态是负面的。1991年苏联解体后,由于从计划系统向市场系统的快速过渡,经济陷入严重衰退。在21世纪的前十年,人口的福祉得到改善,经济达到了稳定状态。俄罗斯经济最重要的分支是采矿,制造,贸易,运输和通讯。
俄罗斯是一个多元文化的国家。现代文化的基础是恢复俄罗斯帝国的传统。在民族社区,维护民族传统的做法很普遍。此外,西方和东方文明都有很强的影响力。
俄罗斯手机游戏市场
根据2016年的数据,超过70%的俄罗斯公民使用智能手机,超过50%的人积极使用移动互联网功能。在用于玩游戏的设备中,智能手机仅次于第二名-44%的玩家表示他们使用手机玩游戏。
根据NewZoo的数据,俄罗斯共有7130万游戏玩家,其中4720万喜欢玩手机游戏。该市场仍处于增长阶段,因此玩家人数每年都在增加,预计到2022年将增加到5180万。这是由于智能手机数量的增加和移动互联网的可承受性: 1GB数据的平均传输成本约为1美元(例如,在日本,1GB数据的成本约为8美元)。
手机游戏市场中公司的收入也在逐年增长。2015年,由于卢布贬值,以美元计算的市场动态急剧下降。然而,在2016年,这种情况部分由于开发人员的业务模型的变化而得到纠正,部分原因是用户适应了新条件。
俄罗斯玩家不太喜欢在游戏中付费-ARPU是$ 13.59。同时,用于推广游戏的支出也不高-根据Chartboost的数据,2018年6月的平均CPI为Android为0.44美元,iOS为1.03美元。
根据AppAnnie的数据,就欧洲国家的移动应用程序下载量而言,俄罗斯是领先者。在世界市场上,它已被中国,美国,印度和巴西所取代。但是,用户不愿意购买应用程序,而是选择免费版本。
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谁在俄罗斯玩手机游戏?
在俄罗斯,手机游戏的活跃用户为4720万,根据Statista的数据,这一数字肯定会上升。这是由于智能手机和移动互联网日益普及。此外,该细分市场的年龄范围正在扩大:3-10岁的儿童中有71%玩手机游戏。许多父母正在鼓励内容丰富的游戏,甚至与孩子一起玩游戏。
不出所料,收入最高的细分市场是25-35岁的游戏玩家。24岁以下的玩家可以将开发者的利润提高到30%。大多数付款是在安装应用程序后的最初几天内完成的。
在俄罗斯市场上,男性用户占52%,女性用户占48%。男性更喜欢策略游戏,体育模拟器和射击游戏,女性更喜欢益智,策略和街机游戏。女性玩游戏的频率更高,每周超过5天,但男性支付的费用更高-48%的男性愿意为游戏内容付费,而女性只有32%。
用户更喜欢Apple(32.03%)和Samsung(24.94%)设备。Android用户明显多于iOS用户,分别为65.46%和32.03%。对于移动操作系统用户来说,最受欢迎的浏览器是Chrome(占48.78%的用户首选)。
Statista表示,俄罗斯最受欢迎的社交网络是YouTube和VKontakte。对于消息传递,人们更喜欢使用Skype或WhatsApp。在面向移动互联网用户的搜索引擎中,谷歌处于领先地位(53.18%);但是,本地的Yandex仅略微落后于全球巨头(45.03%)。
在翻译方面,俄罗斯玩家要求很高。根据Allcorrect Games进行的一项研究,大多数玩家更喜欢玩完全翻译的游戏(游戏内文字和旁白)或部分翻译的游戏(游戏内文字和字幕)。
俄罗斯手机游戏开发商
在俄罗斯市场上赚钱最多的开发商中,有来自许多国家的公司:以色列,芬兰,立陶宛,土耳其,中国。排名前十的俄罗斯开发商之一是Playrix(公司总部位于爱尔兰,但生产集中在俄罗斯)。该公司还在移动开发人员的全球评级中排名第32位。
根据AppAnnie的说法,2018年7月俄罗斯手机游戏市场上排名前十的主要开发商是:
值得注意的是,俄罗斯的游戏产业正在迅速发展。与2015年相比,2016年开发人员的收入增长了54%。在线游戏市场的增长仅为9%。其原因是移动游戏领域目前处于增长阶段,以及设备的可负担性和普及性。
俄罗斯人口的文化化
俄罗斯是一个多民族和多元文化的国家,因此,很难找到一个所有人都能平等理解的单一“文化守则”。但是,在为俄罗斯改编游戏时,值得考虑很多因素。
俄罗斯的官方国家标志是国歌,徽章(两头鹰)和国旗(白蓝红色三色)。在谈论俄罗斯时,人们经常提到另一个三重奏:伏特加,俄罗斯套娃,巴拉莱卡。但是,这些符号更可能受到访问俄罗斯的游客而不是居住在那里的人们的欢迎。实际上,没有人骑着熊在街上闲逛,孩子们没有在手工艺品班上组装核弹,而且您也不大可能在每个家庭中找到克格勃工人-该组织于1991年不复存在。
近年来,俄罗斯法律对公开发布的内容的要求越来越严格。可能禁止什么?
尽管苏联在25年前垮台了,但俄罗斯仍保留着强大的苏联遗产。人们对诸如伟大卫国战争胜利或尤里·加加林(Yuri Gagarin)太空飞行等事件很敏感。但是,对苏维埃政府的态度是模棱两可的:有些人怀旧地回头看,另一些人则将其视为俄罗斯历史上最糟糕的时期。
2016年,博彩业专家委员会成立。它的主要重点是支持年轻的俄罗斯开发商。但是,其主要目标之一是扩大国际关系。理事会成员向开发商提供建议并进行行业研究。
总体而言,俄罗斯文化倾向于西方文化:人们试图跟上现代技术的发展。他们听西方音乐并观看好莱坞电影,并且跟随西方时尚潮流。同时,许多自由主义价值观被俄罗斯人民拒绝。对东方的兴趣主要与消费文化作品(音乐,书籍,电影,游戏,动漫)以及使用东方开发的技术有关。
俄罗斯游戏主题活动分享报名
RUSSIAN MOBILE GAME MARKET
OVERVIEW
Russia (the Russian Federation, RF) is the largest country in terms of size and the ninth in terms of population. Russia has 85 federal subjects. The distance from the east to the west of the country is almost 10,000 km, and the time difference between the easternmost and westernmost regions is 10 hours.
More than 200 ethnic groups live in Russia, the majority of the population is Russian (80.9%), and there are also Tatars, Ukrainians, Bashkirs, Chuvash people, etc. The official language is Russian; however, republics within the Russian Federation are entitled to establish their own official languages (in this case, Russian must be used in official institutions).
Russia ranks sixth in the world in terms of GDP adjusted for PPP and twelfth in terms of nominal GDP; however, the dynamics of the purchasing power of the country’s population are negative. After the collapse of the USSR in 1991, the economy fell into deep decline due to the rapid transition from a planned system to a market system. In the first decade of the 21st century, well-being among the population improved and the economy reached a stable state. The most important branches of the Russian economy are mining, manufacturing, trade, transport, and communications.
Russia is a multicultural country. Modern culture is based on restoring the traditions of the Russian Empire. In ethnic communities, the practice of maintaining ethnic traditions is widespread. In addition, Western and Eastern civilizations have a strong influence.
MOBILE GAMES MARKET IN RUSSIA
According to data of 2016, more than 70% of Russian citizens use smartphones, and more than 50% actively use mobile internet functions. Smartphones are in second place among devices used to play games — 44% of players indicated that they use their phones for games.
According to data from NewZoo, there are a total of 71.3 million gamers in Russia, of which 47.2 million prefer to play mobile games. The market is still in the growth stage, so the number of players is increasing every year, and is projected to rise to 51.8 million by 2022. This is due both to the increase in the number of smartphones and the affordability of mobile internet: the average transfer cost of 1GB of data is about $1 (in Japan, for example, 1GB costs approximately $8).
The revenue of companies in the mobile games market is also growing year by year. In 2015, the market dynamics in dollar terms declined sharply due to the depreciation of the ruble; however, in 2016, the situation was partly rectified due to changes in the business models of developers, and partly because of users adapting to the new conditions.
Russian players do not really like to pay in games — ARPU is $13.59. At the same time, expenditure on promoting games is also not high — according to data from Chartboost, the average CPI for June 2018 was $0.44 for Android and $1.03 for iOS.
According to data from AppAnnie, Russia is the leader in terms of the number of downloads of mobile applications among European countries. In the world market, it is overtaken by China, the US, India, and Brazil. However, users prefer not to buy applications, opting instead for free versions.
WHO PLAYS MOBILE GAMES IN RUSSIA?
In Russia, there are 47.2 million active users of mobile games, and according to data from Statista, this figure is set to rise. This is due to the increasing prevalence of smartphones and mobile internet. In addition, the age boundaries of the segment are widening: 71% of children aged 3–10 play mobile games. Many parents are encouraging games with enriching content and even play them with their children.
As expected, the segment that pays the most are gamers who are 25–35 years old. Players under the age of 24 bring developers up to 30% of their profits. Most payments are made in the first few days after an application is installed.
On the Russian market, 52% of users are men and 48% are women. Men prefer strategy games, sports simulators and shooters, and women prefer puzzle, strategy, and arcade games. Women play games more often, more than 5 days a week, but men pay more — 48% of men are willing to pay for game content compared to only 32% of women.
Users prefer Apple (32.03%) and Samsung (24.94%) devices. There are significantly more Android users than iOS users — 65.46% against 32.03%. The most popular browser for mobile OS users is Chrome (preferred by 48.78% of users).
According to Statista, the most popular social networks in Russia are YouTube and VKontakte. For messaging, people prefer to use Skype or WhatsApp. Among search engines for mobile internet users, Google is in the leading position (53.18%); however, the local Yandex is only slightly behind the global giant (45.03%).
Russian players are rather demanding when it comes to translations. According to a study conducted by Allcorrect Games, most players prefer to play either fully translated games (in-game text and voice-overs), or partially translated games (in-game text and subtitles).
RUSSIAN MOBILE GAME DEVELOPERS
Among the top developers earning on the Russian market, there are companies from a wide range of countries: Israel, Finland, Lithuania, Turkey, China. One of the Russian developers that makes the top ten is Playrix (the company’s head office is in Ireland, but production is concentrated in Russia). This company also features in the global rating of mobile developers and ranks 32nd.
According to AppAnnie, the top ten main developers on the mobile games market in Russia for July 2018 are:
It is worth noting that the games industry in Russia is developing rapidly. In 2016, developers’ revenue increased by 54% compared to 2015. Growth in the online games market was only 9%. The reason for this is the stage of growth that the mobile games segment is currently in and also the affordability and prevalence of devices.
CULTURALIZATION FOR THE RUSSIAN POPULATION
Russia is a multinational and multicultural country, therefore it is rather difficult to find a single “cultural code” that will be understood equally by all. Nevertheless, when adapting a game for Russia, it is worth taking a number of things into consideration.
Despite the fact that people in Russia sometimes criticize the country’s position in the international arena and the actions of the government, they do not take well to criticism from the outside. This phenomenon was even described in the early 19th century by Alexander Pushkin: “Of course I despise my fatherland from head to toe — but I’m annoyed when a foreigner shares this feeling with me.”
Russians are passionate about their native language and prefer to play games that have been translated. However, the Russian language is rather complicated and many words have several meanings. For example, an innocent light blue color or a cockerel will be associated with the homosexual community.
The official national symbols of Russia are the national anthem, the coat of arms (the two-headed eagle), and the flag (the white-blue-red tricolor). When talking about Russia, people often mention another trio: vodka, matryoshka dolls, balalaika. However, these symbols are more likely popular for tourists who visit Russia, rather than the people who live there. In fact, nobody rides through the streets on bears, children don’t assemble nuclear bombs in arts and crafts class, and you are not very likely to find KGB workers in every family — the organization ceased to exist in 1991.
In recent years, Russian legislation has become stricter in terms of requirements for publicly distributed content. What may be prohibited?
Despite the fact that the USSR collapsed more than 25 years ago, there is still a strong Soviet legacy in Russia. People are sensitive to events such as victory in the Great Patriotic War or the flight of Yuri Gagarin into space. However, attitudes to the Soviet government are ambiguous: some look back on it with nostalgia, others see it as Russia’s worst period in history.
In 2016, the Expert Council of the Gaming Industry was created. Its main focus is to support young Russian developers; however, one of its main goals is to expand international relations. Council members give advice to developers and conduct industry research.
In general, Russian culture tends toward Western culture: people try to keep up to date with modern technologies; they listen to Western music and watch Hollywood films, and they follow Western fashion trends. At the same time, many liberal values are rejected by Russian people. The interest in the East is mainly to do with consuming works of culture (music, books, films, games, anime) and using technology developed in the East.