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印度跻身手机游戏市场前五名,有超过2.22亿活跃游戏玩家 |出海印度游戏岛群第23期

2020-03-11 23:04:44

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印度从来没有被称为游戏机或PC游戏的大市场,但是智能手机的普及和更便宜的数据计划在印度引发了移动游戏的巨大增长。

 

按用户数量计算,印度现在是手机游戏的前五名市场之一,POKKT是印度,东南亚,中东和北非(MENA)地区领先的移动视频广告平台。截至2017年,该国有超过2.22亿活跃游戏玩家,每天平均花费42分钟玩手机游戏。

 

POKKT创始人Rohit Sharma表示:印度多达89%的游戏收入来自手机游戏。这些玩家高度参与;几乎有三分之一的人每周玩五天或更长时间,近40%的人每周花六个小时玩手机游戏。

 

Reliance Jio Infocomm的颠覆性进入电信市场以及后来的电信运营商降价推动了该国2017年整个移动应用生态系统的发展,移动游戏掀起了热潮,见证了使用量的激增。

 

来自印度的顶级游戏Ludo King的每日活跃用户(DAU)已突破1000万大关,而每月活跃用户约为7000万。

 

Subway SurferTemple Run在印度顶级游戏中排名第二和第三,DAU分别为500万和250万。

 

包括腾讯游戏在内的数家亚洲游戏巨头都在印度寻找投资机会。

 

专家说,在印度和东南亚的快速增长之际,正值美国和中国等大型手机游戏市场饱和之际。

 

但是,尽管全球游戏是用户进行应用程序内购买最多的一类,但印度用户仍然不愿意花在游戏上。

 

即使在非常流行的游戏(如《 Candy Crush》和《部落冲突》)中,每天不到1%的活跃用户在印度进行应用内购买,这导致游戏发行商选择了免费增值模式。

 

Sharma说:免费增值模式存在巨大的机会,这种模式可以将广告创建为移动游戏的获利媒介。” “最大的广告形式是奖励视频,可以要求用户观看广告而不是花钱。我们已经看到用户更喜欢观看这些奖励视频。他说。

 

专家认为,尽管在印度移动游戏中广告很小,但由于游戏应用程序不受地理或语言的限制,而且广告资源庞大,因此广告增长迅速。Sharma表示,POKKT的收入在过去三年中增长了315%,并预计在下一个财政年度将增长一倍。他说:我们是当今最大的以游戏为核心的移动视频广告平台。

 

他说,POKKT正在与150多个全球品牌合作,其中包括联合利华,宝洁,索尼,雅马哈,GSK,雀巢,摩托罗拉,维亚康姆,百事可乐,Oppo,三星,摩托罗拉,亚马逊,可口可乐,三星,FlipkartSnapdeal,日产和百威,在该程序化领域和该地区领先代理商交易柜台的PMP中扮演着重要角色。

 

它还与该地区的全球最大游戏公司Electronic Arts(如《极品飞车》,《FIFA》,《真实赛车》和《植物大战僵尸》等游戏制造商)建立了独家合作伙伴关系。

 

在受众群体方面,有四个不同的目标群体:男性15岁以上(每月3800万观众),女性15

 

岁以上 2140万),母亲(28-40岁)和儿童(3-12岁)。

 

15岁以上的男性用户每天在4-5次会话中每天花费10-20分钟玩手机游戏,而15岁以上的女性用户和母亲每天7次会话中每会话花费约8-12分钟。孩子们的平均会话时间为10-15分钟,他们每天玩4-5次。

 


印度游戏主题活动分享报名

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India among top 5 markets for mobile gaming

India was never known as a big market for gaming consoles or PC games, but proliferation of smartphones and cheaper data plans has triggered a huge surge in mobile gaming in the country.

 

India is now one of the top five markets for mobile gaming in terms of number of users, according to POKKT, leading mobile video advertising platform in India, South East Asia, and the Middle East and North Africa (MENA) region. More than 222 million active gamers have been spending an average of 42 minutes playing mobile games every day over five sessions in the country as of 2017, it said.

 

“As much as 89% of all game revenues in India were generated by mobile games,” said Rohit Sharma, founder of POKKT. “These gamers are highly engaged; almost onethird play five days per week or more, and nearly 40% spend more than six hours per week playing mobile games,” he said.

 

Reliance Jio Infocomm’s disruptive entry into the telecom market and subsequent price cut by incumbent telcos boosted the entire mobile app ecosystem in the country in 2017, and mobile games rode the wave, witnessing a massive surge in usages.

 

Ludo King, the top game from India, has crossed 10 million daily active users (DAU) mark, while its monthly active users are at about 70 million.

 

Subway Surfer and Temple Run are at number two and three among top games in India with DAU of 5 million and 2.5 million, respectively.

 

Several Asian gaming giants, including Tencent Games, are looking for investment opportunities in India.

 

The rapid growth in India and Southeast Asia comes at a time when big mobile gaming markets such as the US and China are saturating, experts said.

 

However, while globally gaming is one category where users do largest in-app purchases, Indian users are still shy of spending on games.

 

Even on very popular games like Candy Crush and Clash of Clans, less than 1% of daily active users do in-app purchases in India, which resulted in the game publishers opting for freemium model.

 

“There is a huge opportunity for a freemium model which creates advertising as monetisation medium for mobile gaming,” Sharma said. “The biggest ad form is rewarded videos, where a user can be asked to watch an advert instead of spending money. We have seen that users prefer to watch these rewarded videos,” he said.

 

Experts believe that while advertising is small in mobile gaming in India, it is growing fast given that gaming apps are agnostic to geography or language and have huge inventory. Sharma said POKKT’s revenues have increased 315% in the last three years and it expects it to double in the next fiscal. “We are the largest mobile video ad platform today with gaming at the core,” he said.

 

POKKT, he said, is working with more than 150 global brands including Unilever, P&G, Sony, Yamaha, GSK, Nestle, Motorola, Viacom, Pepsi, Oppo, Samsung, Motorola, Amazon, Coke, Samsung, Flipkart, Snapdeal, Nissan and Budweiser, and is a strong player in the programmatic space and part of PMPs of leading agency trading desks in the region.

 

It also has exclusive partnerships with the world’s biggest gaming company Electronic Arts — maker of games such as Need for Speed, FIFA, Real Racing, and Plants v/s Zombies — for the region.

 

In terms of the audience profiles, there are four distinct target groups — male 15+ (38 million monthly audience), female 15+

 

(21.4 million), mothers (28-40 years) and kids (3-12 years).

 

While male 15+ users spend 10-20 minutes per session playing mobile games per day across 4-5 sessions, female 15+ users and mothers play for about 8-12 minutes per session across seven sessions per day. Kids have an average session time of 10-15 minutes and they play 4-5 times a day.


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