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一份来自英国PC游戏界的数据和采访报告!|出海英国游戏岛群第69期

2020-01-24 00:38:43

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在2019年末的某个时候,英国很可能成为世界第六大游戏市场,而在欧洲则成为第二大游戏市场。正如我们在合作伙伴网站PocketGamer.biz上首次报道的那样,根据Newzoo的预测,该公司还预计,到去年年底,美国的视频游戏产业收入将达到51亿美元;同比增长10%。

 

自从“个人计算机”成为一种完全不同的设备以来,PC游戏就一直对英国长期以来在全球游戏行业舞台上的主要参与者地位至关重要。 1970年代末期和1980年代初,当消费者和创造者之间的界限模糊时,它在创造创意和商业上引人入胜的游戏方面的声誉被确立。

 

目前,英国拥有来自三星级游戏领域的众多知名人士,例如Rockstar North,Traveller's Tales,Codemasters,Sports Interactive,Rare,Ubisoft Reflections,Creative Assembly,Rebellion和Rocksteady,这些都大大增强了PC游戏的全球地位。

 

同样,有一个积极主动的独立场景定义并定义了PC游戏的发展。在涉及Bossa之类的中型工作室以及诸如Team17和Curve等独特的出版“唱片公司”方面,英国同样表现出色。

 

数房子

 

在最后一次支票游戏贸易机构Ukie和创新基金会的调查中,内斯塔(Nesta)注意到英国有2285家游戏公司,还有154家服务公司和107所大学,专门教育未来的游戏制造商。这些游戏公司中有628家从事PC内容工作,约占总数的四分之一。

 

所有这些都部分建立在强大的技术和服务提供商生态系统的基础之上,这些提供商又源于英国悠久的历史,是制作游戏的地方。

 

             

 

纽佐(Newzoo)预测,英国居民玩游戏的人数只会增加,到2022年将使收入达到55亿美元。英国的居民人数将增长,同时有85%的英国玩家喜欢PC和主机游戏,花费比移动玩家高得多,玩家/付款人比率为62%。

 

但是,那些付费的PC和主机播放器在数字和DLC上花费最多,只有不到一半的人对盒装产品表现出兴趣。他们可能还必须适应不断增长的免费游戏在PC和控制台空间中的存在。

 

说B字

 

关于英国游戏产业和市场潜力的讨论,当然是围绕英国退欧的政治不确定性。最近的大选可能使英国退欧的结果和时机更容易预测,但其影响仍然是引起很多思考和耐心的原因。同样地,自2016年公投以来,英国的投资和经济不得不谈判一段不确定的时期。

 

但是,英国的游戏制造商和发行商如何看待2019年的发展,以及2020年给英国游戏业,个人计算机及其他行业带来的机遇和挑战?

 

基本游戏好奇心总监奥斯卡·克拉克(Oscar Clark)

“尽管史诗级和Steam级强强联合,PC似乎仍然不会受到影响,而控制台仍然是一个封闭的生态系统,我们无法有效地针对用户。尽管如此,两个生态系统仍在继续提供令人惊喜的内容。[…]所有这些使我感到非常乐观,但我担心游戏机和PC太慢,无法从经济杠杆,快速设计和从移动设备获得目标用户的过程中学习;尽管移动设备仍然需要向PC /控制台学习很多有关如何创造持续情感的知识。尽管英国脱欧的阴影笼罩着我们,但我们对2020年最大的挑战依然存在。这是将玩家放在第一位,并创造他们关心的体验,并且可以扩展。”

 

无论我多么不喜欢英国脱欧,对于英国的游戏公司来说最终都不会坏

Alex Darby,游戏设计师,程序员,技术和设计总监

“具有讽刺意味的是,尽管[英国脱欧,紧缩政策和贫富差距不断扩大,但过去十年来,英国游戏产业也逐年增长,这得益于我们的视频游戏税收抵免,英国游戏基金会,政府投资计划,这使我们受益匪浅。行业-例如SEIS-并已获得行业作为媒介和经济力量的认可;在我看来,很大程度上分别取决于BAFTA和UKIE。

 

“更具讽刺意味的是,无论我多么不喜欢英国脱欧,对于英国的游戏公司而言,最终可能不会遭受100%的不利影响。大多数业务已经以美元或欧元完成,英镑贬值可能意味着每笔销售利润增加,甚至可能使与英国游戏开发商的合作对非英国发行商更具吸引力;理所当然的,它与其说是锡纸,不如说是一线希望。因此,我认为总体而言,我对2020年的看法是,我担心社会政治局势,但从商业角度来看却充满希望。

 

Huey Games首席执行官兼创意总监Rob Hewson

“尽管存在政治不确定性,但2019年对于英国游戏产业来说是积极的一年,但从某种意义上说,这感觉像是2020年的暖场。新平台总是带来新的机会,看到英国公司拥抱Apple Arcade一直令人鼓舞。 ,Stadia和Epic Store今年。尽管2020年PS5和Xbox X系列肯定会大声疾呼,但更有趣的长期故事可能变成了“订阅中断”-Apple Arcade,Stadia,Xbox GamePass, PlayStation Now,如果有传言的话,那就是来自亚马逊的新云平台。”

 

英国的生活质量是否足以吸引人才并随后进行投资?PETER WILLINGTON

Auroch Digital创意制作人Peter Willington

“ 2020年将从根本上为英国工业的健康奠定基础。整个行业可能需要一段时间才能在州一级感受到政策的社会,政治和经济变化的影响,游戏交易通常需要花费数月时间来签署,而项目通常要花费数年才能完成并取得成果。

 

“政策制定者如何应对英国退欧(无论是剩余的,软性的还是硬性的版本)将产生长期的影响,我们将在未来很多年中感受到这一影响。我们能否留住才华横溢的欧洲劳动力?我们的教育系统是否产生了足够的人才来弥补不足?英国的生活质量是否足够高以吸引人才和随后的投资?各种政府支持的游戏基金和税收减免计划还会有钱吗?如果没有苏格兰,“英国”游戏产业将是什么样?”



英国游戏主题活动分享报名

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Territory report: data and interviews from the British PC games scene

 

At some point late in 2019, the UK very likely became the sixth largest games market in the world, and the second biggest in Europe. As first reported on our partner site PocketGamer.biz, that’s according to Newzoo predictions, which also expect that video game industry revenues in the nation would have reached $5.1 billion by last year’s close; a 10% year-on-year lift. 

 

PC gaming has – since the days when a ‘personal computer’ was a rather different device – been fundamentally important to the United Kingdom’s longstanding status as a major player on the global game industry stage. Its reputation for building creative and commercially triumphant games was forged in the home computing era of the late-1970s and early 1980s when the line that separated consumer and creator was somewhat blurred.

 

Currently, the UK plays home to a bounty of big names from the realm of triple-A gaming like Rockstar North, Traveller’s Tales, Codemasters, Sports Interactive, Rare, Ubisoft Reflections, Creative Assembly, Rebellion and Rocksteady, all of which have bolstered PC gaming’s global standing.

 

There’s equally a proactive and plentiful indie scene that has defined – and been defined by – the evolution of PC games. The UK equally excels when it comes to mid-sized studios like Bossa, and distinct publishing ‘labels’ such as Team17 and Curve.

 

Counting house

 

At the last check games trade body Ukie and innovation foundation Nesta noted 2285 game companies in the UK, alongside 154 service companies and 107 universities catering to educate future game makers. 628 of those games companies work on PC content, or around a quarter of the total.

 

All of that is founded in part on a robust ecosystem of technology and service providers, who are again born from the UK’s long heritage as a place where games are made.

 

Returning attention to the consumers playing games in the UK, Newzoo predicts the number of UK residents playing games will only grow, pushing revenues to $5.5 billion by 2022. 85% of UK players, meanwhile, enjoy PC and console games, and they are a little more likely to spend than mobile players, presenting a 62% player/payer ratio.

 

Those paying PC and console players, however, spend most on digital and DLC, with less than half of that group showing interest in boxed product. They may also have to adjust to the increasing presence of free-to-play in the PC and console space.

 

Saying the B-word

 

The elephant in the room regarding the potential of the UK’s game industry and market, of course, is political uncertainty around Brexit. The recent general election may have made the outcome and timing of Brexit easier to predict, but the impact remains a cause for much thought and patience. Equally, in the years since the 2016 referendum business, investment and the economy in the UK have had to negotiate a period with very little certainty.

 

But how do the UK’s game makers and publishers feel about how 2019 went, and the opportunities and challenges 2020 has in store for the UK game industry, for PC and beyond?

 

Oscar Clark, Chief of Curiosity, Fundamentally Games

“PC seems to continue unaffected in spite of Epic and Steam throwing punches at each other, and console remains a closed ecosystem where we cannot effectively target users. Despite that, both ecosystems continue to deliver content which can surprise and delight.[…] All of this leaves me pretty positive, but I worry that console and PC are too slow to learn from economic levers, rapid design and targeted user acquisition from mobile; while mobile has still a lot to learn from PC/console about how to create sustaining emotional. Our biggest challenge for 2020 remains the same despite the clouds of Brexit hanging over us; it is to put players first and create experiences they care about that can scale."

 

No matter how much I dislike it, Brexit might not end up bad for UK-based games companiesALEX DARBY

Alex Darby, game designer, programmer, technology and design director

“Ironically, despite [Brexit, austerity and a widening wealth gap], the last decade has also seen the UK game industry grow year-on-year, given us Video Games Tax Credits, the UK Games Fund, government investment schemes which benefitted our industry - for example SEIS - and has the industry gain acceptance both as a medium and as an economic force; in my opinion largely down to BAFTA and UKIE respectively.

 

“Even more ironic is that, no matter how much I dislike it, Brexit might not end up 100% bad for UK-based game companies. The majority of business is already done in dollars or euro, and a weaker pound potentially means more profit per sale, and could even make working with UK game developers more attractive to non-UK publishers; granted, it's not so much a silver lining as a tin foil one. So I guess overall my take for 2020 is that I'm worried about the socio-political situation, but cautiously hopeful from a business point of view.”

 

Rob Hewson, CEO and Creative Director, Huey Games

“2019 has been a positive year for the UK game industry, despite the political uncertainty, but in a sense, it feels like a warmup for 2020. New platforms always bring new opportunities, and it has been encouraging to see UK companies embracing Apple Arcade, Stadia and Epic Store this year. While there will rightly be a lot of noise about PS5 and Xbox, Series X in 2020, the more interesting long-term story may turn out to be the ‘subscription disruption’ - the growth of services like Apple Arcade, Stadia, Xbox GamePass, PlayStation Now and, if rumours are to be believed, a new cloud platform from Amazon.”

 

Will quality of life in the UK be high enough to attract talent, and subsequently, investment?PETER WILLINGTON

Peter Willington, Creative Producer, Auroch Digital

“2020 is going to lay the groundwork for the health of the UK industry in a fundamental way. It can take a while for the industry at large to feel the effects of social, political, and economic shifts in policy at a state level, what with games deals often taking months to sign and projects regularly taking years to complete and bear fruit.

 

“How Brexit - either the remain, soft, or hard versions - is handled by policymakers is going to have long-term repercussions that we'll feel for many years to come. Will we be able to keep our talented European workforce? Has our education system generated enough talent to make up any shortfall? Will quality of life in the UK be high enough to attract talent, and subsequently, investment? Is there still going to be money for the various government-backed games funds and tax relief programs? What does the ‘UK’ games industry look like without Scotland?”

 


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