遮罩层
修改话题
  • 首页
  • 出海导航
  • 出海岛群
  • 出海服务
  • 出海榜单
  • APP下载
  • 中文站
俄罗斯游戏
出海俄罗斯游戏市场观察
270 13989735
关注
分享

新的俄罗斯游戏商店采用Epic和Steam两种购物方式! |出海俄罗斯游戏岛群第34期

2020-03-05 14:11:07

查看 15951 回复 0


登蓝船www.zgchdh.cn,线上助力全球企业的海外市场开拓。
免费对接出海相关需求或资源,请添加官方微信号:BlueBoat_Global


寻找出海俄罗斯游戏发行商、出海俄罗斯本地化翻译、俄罗斯游戏推广、俄罗斯游戏流量渠道,俄罗斯游戏KOL等请联系商务微信:BlueBoat_Global

欢迎转发此文章到微信朋友圈或游戏相关社群,添加蓝船商务微信BlueBoat_Global,均可领取俄罗斯游戏报告一份。



My.Games不是Mail.Ru扩展到全球游戏行业的第一步。

 

多年来,这家俄罗斯互联网巨头已经进行了几次尝试,以吸引西方受众,但是最近的品牌重塑和新的PC游戏数字店面的发布表明,该公司的野心已大大增强。

 

将My.Games商店称为“新”并不严格准确。它已经在俄罗斯运行了10多年的PC平台,每月都有数百万本地游戏者登录。但是My.Games West的总经理Volker Boenigk表示,该公司已采用“一个崭新的名字来重新开始”。

 

“对于我们来说,这不是一项新业务,因为就平台而言,我们在俄罗斯开展业务已有十多年了,”营销总监Elena Grigoryan在Gamescom的一次采访中补充说。

 

“我们已经成功地在国内与Steam竞争了。我们现在正在尝试利用我们的知识将业务扩展到俄罗斯以外。”

 

Elena Grigoryan,我的游戏

 

“我们的每月活跃用户给人留下了深刻的印象;在俄罗斯大约有1300万用户,这些数字非常接近Steam的受众群体。我们已经成功地与Steam在[国内]竞争了。我们现在正在尝试利用我们的知识来在俄罗斯以外扩展业务。因此,我们不是市场上的新参与者。”

 

她继续说,虽然My.Games当然专攻俄罗斯市场,但多年来它已经在全球发行游戏。在俄罗斯境外设有十个地区办事处,它在接触西方甚至亚洲受众方面具有丰富的经验。

 

她说:“我们已经从我们的出版和开发部门获得了很多有关如何与全球受众交流以及如何合作的知识。” “我们已经非常了解俄罗斯以外的受众。我们对该受众的了解将适用。”

 

Boenigk认为,该公司作为开发商和发行商的经验以及在市场上的运营,使其在为西部地区开设新的PC商店时具有明显的优势。

 

他说:“我们正在尝试建立一个平台,将我们所有的学习和我们对遇到的问题的了解结合在一起,因为我们在Steam,PlayStation,Xbox上发布了游戏。”

 

“我将像任何发布者一样使用我们的平台。当然,我更接近于[构建它的团队],但是它将使我们双方受益,因为我实际上会从发布者的观点出发而且对我不起作用。我可以立即与团队合作解决这个问题,所有其他开发人员都将从我们内部发现的任何变更中受益。

 

             

 

“我们希望建立一个真正坚实的基础,让开发人员能够将其游戏带给我们的用户(在西方和俄罗斯),同时利用我们为用户提供的集成,互连服务的所有很酷的功能并将其带到西方。”

 

My.Games渴望强调这些用户功能将帮助它与Steam和Epic Games Store等竞争。市场将拥有当今PC玩家所期望的大量系统-聊天,好友列表,成就-以及针对核心玩家的一些更高级的功能。

 

“很多平台仍然使用70/30分割-这仍然是一个标准。我们需要从某种角度出发。我们并不是说这是永远的,以后可能会改变。”

 

Rodion Kotelnikov,我的游戏

 

例如,该平台的Lootdog服务允许用户彼此交换游戏中的物品以换取真钱,而“捐赠警报”是其旨在帮助玩家从其直播中获利的工具之一。 Boenigk已经证明在俄罗斯很受欢迎,相信这些将有助于吸引西方的PC所有者。毕竟,在各个市场之间存在局部差异的地方-一些地区对商品交易的需求将比其他地区更高-“从根本上讲,我们仍在谈论游戏玩家。”

 

显然,用户体验是My.Games的重中之重,这也说明了Epic在其自己的游戏商店中引起的一些争议。自2018年12月成立以来,这家Fortnite公司因缺乏Steam提供的某些功能而备受抨击-Boenigk认为My.Games可以避免这一问题,尽管他指出并非所有功能都可以在发布时使用。

 

他承认:“起初,对我们来说,这也是一个渐进的过程。” “我们不会在第一天就将我们曾经拥有的所有功能投入西方市场,但是我们将逐步介绍它们。我们知道Steam所具有的功能,包括用户端和开发人员支持端,以及Epic Store的支持端。我们将密切关注最重要的一点。

 

“我们还将努力使俄罗斯观众可以买到的东西以及将要进入西方市场的东西以及时间何时保持透明。我们拥有这一优势,我们拥有已经构建的这些年的功能,这些功能非常清晰并存在“这并不是说我们会根据自己想做的事情创建路线图。功能已经存在,只是我们将逐步引入它们以确保一切正常进行。”

 

My.Games与Epic Games Store之间的另一个明显差异(也许是劣势)是开发人员的收入分配。 Epic曾以88/12的股份赢得开发商的青睐,击败了Steam悠久的70/30。 Valve通过引入基于游戏成功的分层系统来抢占先机,最大的销量游戏可以采用80/20拆分。

 

然而My.Games以70/30的比例启动-该系统最近被Paradoix的Fredrik Wester形容为“令人发指”,而Koch Media首席执行官Klemens Kundratitz则“相当坦率地过时”。

 

My.Games Store负责人Rodion Kotelnikov认为:“但是许多平台仍在使用这种划分方式,但这仍然是一种标准。” “ Steam使用它,控制台使用它。我们需要从某种东西开始。我们并不是说它是永远的,它可以在以后进行更改,但是我们现在不宣布任何内容。”

 

团队再次重申其作为发行人的地位,建议那些使用My.Games签名的人可以选择自定义收入分成。格里戈里扬称70/30为“讨论的起点”。

 

她说:“我们已经准备好变得灵活,与一些合作伙伴已经有了不同的分歧。” “我们知道当前的标准不是[唯一选择],将Epic Store投放市场,所以这就是为什么我们决定从这一点开始,但要视情况灵活选择。”

 

“我们正在尝试建立一个平台,结合我们对作为Steam,PlayStation和Xbox发行商所遇到的问题的所有了解”

 

Volker Boenigk,我的游戏

 

Kotelnikov强调,与Epic形成鲜明对比的是,My.Games并未积极追求或要求专有权。甚至可以通过Steam获得自己的标题,例如《征服者之刃》和《战争面甲》。

 

他解释说:“我们拥有独特的受众群体-至少在俄罗斯,我们有很多人只是在我们的平台上玩我们的游戏。” “这就是为什么我确定我们可以为开发人员创造额外的收入。他们可以在其他平台和我们的平台上发布游戏,并且比仅仅使用一个平台获得更多的收入。”

 

这是一个有趣的举动,也许是受到Epic(及其合作伙伴)针对此类交易的强烈反对以及缺乏Fortnite式收入为其提供资金的启发。对于My.Games Store在西方建立立足点,团队并不认为这是必需的。

 

Kotelnikov说:“我个人认为,如果您想玩特定的游戏,而需要安装额外的发射器,这对用户来说是非常不便的。” “在我的理想世界中,所有内容都可以在所有平台上使用,并且平台仅在其服务,服务质量,可见性,工具等方面竞争。但是,我们当然理解为什么Epic这样做。”

 

Boenigk承认,该团队因使用排他性而感到“受挫”,因为“如果您有足够的资金,这是一种有效的业务方法和良好的战略。”作为个人PC游戏玩家,他指出自己已经拥有多个启动器,因此从Epic购买另一个并不是问题,但是“拥有自由选择在哪里玩游戏的自由”才是真正重要的。

 

他说:“在这一领域,我们正在朝着排他性和市场分散化的方向前进。” “在游戏机上,我们看到他们做的恰恰相反,他们试图将玩家与跨平台游戏等结合在一起。



俄罗斯游戏主题活动分享报名

       66666666666666.png      



The (not) new Russian games store taking on Epic and Steam

 

My.Games isn't Mail.Ru's first stab at expanding into the global games industry.

 

The Russian internet giant has made a couple of attempts at reaching Western audiences over the years, but the recent rebrand and announcement of a new digital storefront for PC games indicate that the firm's ambitions have grown significantly.

 

Calling the My.Games Store 'new' isn't strictly accurate. It has already been running a PC platform in Russia for over a decade, with millions of local gamers logging in every month. But My.Games West's general manager Volker Boenigk says the company has adopted "a fresh name for a fresh start."

 

"For us, this is not a new business because in terms of the platform, we've been developing the business in Russia for more than ten years," marketing director Elena Grigoryan adds during an interview at Gamescom.

 

"We're successfully competing with Steam [at home] already. We're now trying to use our knowledge to expand the business outside of Russia"

 

Elena Grigoryan, My.Games

 

"Our monthly active users is pretty impressive; it's about 13 million in Russia and these figures are pretty close to the audience for Steam. We're successfully competing with Steam [at home] already. We're now trying to use our knowledge to expand the business outside of Russia. So we're not a new player in the market."

 

She goes on to say that, while My.Games certainly specialises in the Russian market, it has already been releasing games globally for years. With ten regional offices outside of Russia, it has extensive experience of reaching Western and even Asian audiences.

 

"We have a lot of knowledge about how to communicate and how to work with global audiences already from our publishing and development segments," she says. "We know a lot about the audience outside of Russia already. Our knowledge of that audience will be applicable."

 

Boenigk believes the company's experience as a developer and publisher, as well as running a marketplace, gives it a distinct advantage when it comes to rolling out a new PC store for the West.

 

"What we're trying to build is a platform that combines all our learnings and our knowledge about the issues we've encountered, because we publish games on Steam, on PlayStation, on Xbox," he says.

 

"I will use our platform like any publisher would. Of course, I'm closer to the team that [built it], but it's going to benefit both of us because I'll actually come out it with a publisher's view of what works and doesn't work for me. And I can immediately work with the team on resolving that, and all the other developers will be able to benefit from any changes we internally figure out.

 

"We want to build something that's really a great foundation for developers to come and bring their games to our users -- in the West and in Russia -- and at the same time take all the cool features of our integrated, interconnected service for users and bring that to the West as well."

 

My.Games is keen to emphasise that these user features will help it compete with the likes of Steam and the Epic Games Store. The marketplace will have plenty of systems that today's PC players have come to expect -- chat, friends lists, achievements -- as well as some more advanced functions for core players.

 

"Lots of platforms still use a 70/30 split -- it's still a standard. We need to start from something. We're not saying it's forever, it could be changed later"

 

Rodion Kotelnikov, My.Games

 

For example, the platform's Lootdog service allows users to trade in-game items with each other for real money, while Donation Alerts is one of the tools it has devised to help players monetise their livestreams. Having already proved popular in Russia, Boenigk believes these will help engage PC owners in the West. After all, where there are local differences between various markets -- some regions will have a higher demand for the item trading than others -- "at the core we're still talking about gamers."

 

It's clear that user experience is a top priority for My.Games, and speaks to some of the controversy Epic has attracted with its own game store. Having launched back in December 2018, the Fortnite firm continues to come under fire for lacking some of the features Steam offers -- an issue Boenigk believes My.Games will avoid, although he notes not everything will be available at launch.

 

"At first, it's going to be a gradual process for us as well," he admits. "We won't be throwing all the features that we've ever had into the Western market on day one, but we'll introduce them step-by-step. We're aware of the features that Steam has, both on the user side and developer support side, and the same for Epic Store. We'll be looking closely at what's important to bring out first.

 

"We'll also try to be transparent about what's available for the Russian audience and what will come to the Western market, and when. We have that advantage, we have these years of features that are already built, that are very clear and exist. It's not that we would create a roadmap out of just our imagination of what we'd like to do. The features are there, it's just we'll bring them step-by-step to make sure everything works as it should."

 

Another distinct difference -- perhaps a disadvantage -- between My.Games and the Epic Games Store is the revenue split for developers. Epic famously championed an 88/12 share in favour of the developer, bucking Steam's long-established 70/30. Valve pre-empted this by introducing a tiered system based on a game's success, with the biggest selling titles able to adopt an 80/20 split.

 

Yet My.Games is launching with the 70/30 ratio -- a system recently described as "outrageous" by Paradoix's Fredrik Wester and "quite frankly anachronistic" by Koch Media CEO Klemens Kundratitz.

 

"But lots of platforms still use that split -- it's still a standard," argues Rodion Kotelnikov, head of My.Games Store. "Steam uses it, the consoles use it. We need to start from something. We're not saying it's forever, it could be changed later, but we're just not announcing anything about that now."

 

Again, the team reiterates its position as a publisher, suggesting those who sign with My.Games will have the option of custom revenue splits. Grigoryan dubs 70/30 as the "starting point of the discussion."

 

"We're ready to be flexible and we already have different splits with some of our partners," she says. "We understand the current standard is not [the only option], having the Epic Store on the marketplace, so that's why we decided to start from this point but to be flexible on a case-by-case basis."

 

"We're trying to build a platform that combines all our learnings about the issues we've encountered as a publisher on Steam, PlayStation and Xbox"

 

Volker Boenigk, My.Games

 

Kotelnikov emphasises that, in stark contrast to Epic, My.Games is not actively pursuing or demanding exclusive rights. Even its own titles, like Conqueror's Blade and Warface, are available via Steam.

 

"We have a unique audience -- at least in Russia, we have a lot of people who are only playing our games on our platform," he explains. "That's why I'm sure we can create additional revenue for developers. They can publish their games on other platforms and on ours, and earn more money than they would if it were only one one platform."

 

It's an interesting move, and one perhaps inspired by both the aggressive backlash Epic (and its partners) has received for such deals, and the lack of Fortnite-esque revenue to fund them. And it's something the team does not believe is necessary for the My.Games Store to establish a foothold in the West.

 

"My own opinion is it's very inconvenient for users when you need to install an additional launcher if you want to play specific games," says Kotelnikov. "In my perfect world, all the content is available on all the platforms, and platforms compete only on their services and the quality of their services, visibility, tools and so on. But of course we understand why Epic does this."

 

Boenigk admits the team was "torn" over the use of exclusives because "it's a valid business approach and a good strategy if you have the funds to do it." As a PC gamer himself, he notes that he already has multiple launchers so one more from Epic isn't a problem, but "having the freedom to choose where to play my games" is what's really important.

 

"It's a movement where we're seeing in that space we're moving towards the exclusivity and the fragmentation of the market," he says. "Whereas on consoles, we see they're doing the exact opposite, trying to bring players together with cross-platform play and things like that.

 

 


回复(0)

分享

添加评论

全部评论(0条)



蓝船出海(Blue Boat Global),一个专注于(物)互联网属性公司拓展海外市场的B2B出海服务社区
,致力于成为企业拓展海外市场的B2B出海服务平台。
蓝船出海服务社区有2700+,主要覆盖金融科技、游戏、电商、AI智能、
区块链、海外房产、海外医疗、海外时尚业、海外电子烟、海外旅游业、
海外app、物联网、汽车、海外留学教育、海外KOL等15大领域,为公司
拓展海外市场提供交流与指导。

©2017中国出海导航    沪ICP备17019875号-1,AII Rights Reserved Powered By 蓝船出海 www.zgchdh.cn