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巴西游戏用户偏向休闲,运动和解谜类游戏|出海巴西游戏岛群第6期

2020-03-06 15:54:29

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作为南美由多个历史悠久的国家组成的集团的一部分,人们常常容易忘记,巴西本身就是一个生命力量,不仅在文化上,而且在物质上。巴西实际上是其所居住大陆的大部分地区。按土地面积计算,它是仅次于美国的世界第五大城市;它的人口也排名第二,为2亿。

 

那么,为什么这个巨人在我们的手机游戏行业中如此安静?我们最近在印度问了同样的问题,得出的结论是,世界第二大人口大国的主要原因是智能手机普及率低和无法付款。但是,巴西的人均收入是印度的7倍以上,并且拥有着名的外向型社会文化,这是另一回事。

 

巴西的手游

从外部来看,巴西的游戏需求似乎应受到抑制。直到世纪之交,巴西政府才对技术和视频游戏产品征收高额税收和禁运,从而阻止大多数游戏机合法竞争。

 

与中国这样的国家一样,政府对视频游戏的抵制只是转移而不是限制了巴西人对游戏的需求。根据分析公司Blend和游戏开发商Sioux的最新研究,有83%的自我认同的游戏玩家表示,他们偏爱的平台是手机-高于PC71%或游戏机的56%。

 

Chartboost的巴西游戏年度同比增长数据反映了巴西对手机游戏的热爱,该数据显示过去一年中几乎所有手机游戏类别均实现了强劲增长,其中以角色扮演游戏为首:

 

智能手机普及率的滞后在一定程度上抵消了巴西手机游戏的升值。尽管增长迅速,但智能手机仅占总人口的23%。这是目前阻碍巴西成为收入排名前五的市场的主要因素之一。

 

巴西inforgraphic_final-02与某些发展中市场不同,拥有智能手机的公司实际上在免费游戏中大量获利。根据Sioux / Blend的研究,尽管存在一些付款问题(主要是缺少信用卡),但确实需要付款的巴西人每场比赛花费10-60雷亚尔(约合320美元)。根据SuperData Research的数据,2014年整个市场价值约15亿美元。

 

该国的广告CPI也不错,略落后于中国和俄罗斯等国家。收入最高的类别是休闲,角色扮演和策略。

 

另一个令人惊讶的细节是Google在市场上的实力。虽然大多数发展中国家都偏爱Android,但巴西最近已将Android几乎占据了主导地位,Kantar World Panel的最新数据显示,新智能手机销售的90%都用于Android手机。

 

什么是热门类型?

巴西游戏玩家的口味与其在美国和欧洲的文化堂兄相似。尤其是iOSGoogle Play付费应用排名前25位和总收入排名前25位的应用列表,与其他西方国家/地区的流行趋势有很大的重叠,并且几乎完全由巴西境外制作的游戏组成。

 

尽管排行榜的顶部反映了当前的国际流行情况,但巴西人确实有一些类型偏好,可以使某些游戏的排名上升,包括休闲,运动和解谜。

 

图表游戏会话类别

 

专注于休闲和益智游戏是有道理的。像大多数发展中国家一样,巴西拥有许多低端设备,这些设备需要较少的资源密集型游戏。这些类别是巴西制造的一些游戏的发源地。例如,巴西第二受欢迎的运动是风筝搏击,目前以低端游戏为代表,例如Pipa Combate ManiaBattle Kite

 

但是,对于小型游戏的偏爱并不像印度这样的贫穷国家那么明显。实际上,更新的设备和4G网络的普及可能已经改变了人们的口味-如上图所示,角色扮演类正在取得突破性的成功。

 

成功秘诀

在巴西,开发人员激增。2011年之前,没有真正的行业结构。制片厂来来往往。从那以后,我们的情况一直在好转。行业组织Abragames的执行经理Gerson de Sousa说。

 

根据巴西开发银行的统计,每年有20多家新工作室成立,目前共有133家在运营。但是,这些工作室中的大多数工作室都非常小-100家员工少于10名,只有5家工作室拥有3050名员工。

 

巴西inforgraphic_final-01与巴西其他传统上更为强大的娱乐产业相比,巴西的游戏产业几乎不存在。但是,德索萨认为这将改变。巴西音乐非常强劲。电影院已经开始流行并打破纪录。因此,我们现在需要在游戏中也看到这种现象。他说。

 

加速器执行实验室联合创始人Jason Della Rocca表示,缺少的要素是经验。我是巴西的粉丝。开发人员才华横溢。随着业务敏锐度的提高和游戏向全球受众的普及,他们可能会获得更多的全球认可。他说。

 

对于外部开发商来说,这个领域仍然是广阔的。对Android的关注很明显,如果您对巴西真的很认真,那么也许可以尝试一款基于全国最受欢迎的游戏-足球(又名足球)。

 

越来越多的大型开发商也在将资源投入到巴西葡萄牙语的本地化中。有充分的理由:在教育第一基于国家的英语水平测试中,巴西人排在中国后50%的倒数第二位。但是,本地化可能需要一些工作,因为葡萄牙语单词通常比英语单词长得多。

 

最后,关注巴西人时的社交。在7050万个Facebook用户 -在世界上的社交网络第三大国。许多巴西人还虔诚地使用WhatsappInstagramTwitter。给巴西人分享一些东西,您的游戏可能会成为该国的下一个热门产品。


 


巴西游戏主题活动分享报名

       游戏.jpg        



The Mobile Game Dev's Guide to Emerging Markets: Brazil

As part of South America’s grouping of diverse and historic countries, it’s often easy to forget that Brazil is a life force all it’s own — not just culturally, but physically. Brazil actually makes up most of the continent on which it resides. By land area, it is 5th largest in the world, after the United States; its population also ranks 5th, at 200 million.

 

So why is this giant so quiet in our mobile game industry? We asked the same question recently about India, concluding that the world’s 2nd most populous country is held back mainly by low adoption of smartphones and inability to pay. But Brazil, with an earnings per person over 7 times larger than India’s and a famously outgoing, social culture, is a different story.

 

Mobile Games in Brazil

From an outside view, it seems that demand for games should be stunted in Brazil. Until the turn of the century, Brazil’s government levied a combination of high taxes and embargoes on tech and video game products, preventing most consoles from legally competing.

 

As in countries like China, the government’s resistance to video games served only to shift, rather than to limit, Brazilians’ demand for games. According to a recent study by analyst firm Blend and game developer Sioux, 83 percent of self-identified game players say their preferred platform is mobile phones — higher than PCs, at 71 percent, or consoles, at 56 percent.

 

Brazil’s love affair with mobile games is reflected in Chartboost’s year-over-year game session growth data for Brazil, which shows strong growth across nearly every mobile game category during the past year, led by roleplaying games:

 

Appreciation for mobile games in Brazil is offset somewhat by lagging smartphone penetration. Although growing strongly, smartphones are only owned by 23 percent of the population. This is one of the major factors currently keeping Brazil from becoming a top 5 market in terms of revenue.

 

brazil inforgraphic_final-02Those that do own smartphones actually monetize significantly in freemium games, unlike some developing markets. Although there are some payment issues (primarily lack of credit cards), Brazilians who do pay spend 10-60 Reals per game (about $3-$20 USD), according to the Sioux/Blend study. The entire market was worth about $1.5 billion in 2014, according to SuperData Research.

 

Advertising CPIs are also decent in the country, lagging somewhat behind countries like China and Russia. The top paying categories are casual, roleplaying and strategy.

 

One more surprising detail is Google’s strength in the market. While most developing countries do favor Android, Brazil has recently given Android nearly complete dominance, with Kantar World Panel’s latest data showing a full 90 percent of new smartphone sales going to Android phones.

 

What Are the Top Genres?

Brazilian gamers have tastes similar to their cultural cousins in the United States and Europe. The top 25 paid and top 25 grossing app list for either iOS or Google Play, in particular, overlaps strongly with what’s popular in other Western countries, and is comprised almost solely of games made outside of Brazil.

 

Although the top of the charts is reflective of current international hits, Brazilians do have some genre preferences that can push certain games higher in the rankings, including casual, sports and puzzle.

 

chart game sessions category

 

The focus on casual and puzzle games makes sense. Like most developing countries, Brazil is home to many lower-end devices, which require less resource-intensive games. These categories are where a few made-in-Brazil games break out. For instance, Brazil’s second most popular sport is kite battling, represented currently by the low-end games like Pipa Combate Mania: Battle Kite.

 

But the preference for small games is not as pronounced as in poorer countries like India. In fact, newer devices and the spread of 4G networks may already be changing tastes — as seen in the growth chart above, the role-playing category is enjoying breakout success.

 

Tips for Success

Within Brazil, developers are proliferating. “Before 2011 there was no real industry structure. Studios were coming and going. Since then, we’ve been getting a better situation,” says Gerson de Sousa, the executive manager at industry organization Abragames.

 

This works out to over 20 new studios founded each year, totaling 133 currently in operation, according to stats compiled by the Brazilian Development Bank. However, most of these studios are very small — 100 have less than 10 employees, and only 5 have 30 to 50 employees.

 

brazil inforgraphic_final-01Compared to Brazil’s other, traditionally much stronger entertainment industries, its game industry is barely present. However, de Sousa thinks this will change. “Brazilian music is quite strong. The cinema has begun to get popular and break records. So what we need now is to see this phenomenon in games as well,” he says.

 

The missing ingredient is experience, according to Jason Della Rocca, co-founder of the accelerator Execution Labs. “I’m a fan of Brazil. The developers are amazingly talented. They will likely gain more global recognition as their business acumen improves and their games reach a more global audience,” he says.

 

For outside developers coming in, the field is still wide open. A focus on Android is obvious and, if you’re really serious about Brazil, perhaps a try at a game based on the national favorite — football (aka soccer).

 

More large developers are also devoting resources to Brazilian Portuguese language localization. For good reason: in Education First’s country-based tests of English language proficiency, Brazilians rank in the bottom 50 percent, right underneath China. Localization may take some work, though, as Portuguese words are commonly much longer than their English counterparts.

 

Finally, keep an eye on social when it comes to Brazilians. At 70.5 million Facebook users — the 3rd largest country in the world for the social network. Many Brazilians also use Whatsapp, Instagram and Twitter religiously. Give Brazilians something to share, and your game could be the next hit in the country.


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