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[菠菜趣闻]
菠菜类手游闷声发大财,《FaFaFa》东南亚吸金
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本帖最后由 实习版主2 于 2018-6-21 16:04 编辑 9 w6 }' M+ ~( |; h2 z
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菠菜类手游闷声发大财,《FaFaFa》东南亚吸金 ( M* w8 H! ]( d1 i* F
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2016年10月,世纪游轮宣布以305亿元人民币的价格,收购以色列棋牌游戏公司Playtika。被收购方旗下菠菜类(Casino)手游产品——《Slotomania》长期位居美国区App Store和Google Play畅销榜前二十。 无独有偶,在东南亚地区,由台湾鈊象电子股份有限公司(IGS)推出的菠菜类手游《FaFaFa》,自2015年上线以来,也一直稳居新加坡、印尼、马来西亚、越南、泰国等国家应用商店收入榜前五十位。据白鲸研究院数据显示,Android版《FaFaFa》在全球范围内的累计下载量高达100万—500万次之间。 3 E' A% w+ k. B; o+ n5 w4 E8 L( d- ]
菠菜类手游受东南亚用户喜爱 # m# k5 h/ K' M
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据数据机构Eilers & Krejcik Gaming, LLC预测,2016年全球菠菜类游戏规模为37.2亿美元,而到了2017年,这一数值还将升至39.8亿美元,其中,移动端为30.8亿美元,占比达77.3%。而在谈及具体产品种类时,老虎機(Slots)类产品在菠菜类手游市场中 ]: D) l& ^2 p
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: t6 ]( Y' Q: _3 j r& |占比达79%,而扑克类(Poker)紧随其后比例为13%,Bingo和其他类产品占比分别为7%和1%。上文提及的《Slotomania》和《FaFaFa》,就是老虎機式的菠菜类手游产品。这一类产品数量众多,主要与玩家的菠菜习惯有关。在线下实体DC中,商家会放 ) `* p6 o: f. m2 u0 _3 ]3 M9 e
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3 n6 @. r' i$ A# K0 o. a; X置众多老虎機供玩家消遣,而且相比一般的扑克类,老虎機这种依靠机器概率决定胜负的菠菜游戏,玩法更为刺激,也更能吸引玩家的参与。 ! [5 O% N% e+ a$ I" C f- }
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3 S8 M# q C+ O+ }0 \5 o; E据悉,除了IGS之外,《FaFaFa》的开发商还有澳大利亚菠菜运营商Aristocrat,后者是全球最大老虎機厂商,为全球90多个国家和地区DC提供老虎機设备。与Aristocrat的合作,也为《FaFaFa》的研发、推广奠定了一定的用户基础,成为该产品在东南亚地区流行的原因之一。另外,在东南亚一些国家,菠菜产业比较发达,也催生了民众对菠菜类手游产品的喜爱。据了解,东盟十个国家中,只有泰国、印尼和文莱没有合法的DC机构,而为了吸引海外游客,新加坡ZF在2005年通过了Dubo合法化的提案,并于2012年对外开设了两座附有DC设施的娱乐城。虽然在泰国Dubo不合法,但数据显示泰国民众中,有79%的人都有Dubo倾向,为此泰国ZF此前颁布的禁赌令,反而使得菠菜类手游产品在泰国大受欢迎。菠菜类手游推广靠社交和线下活动 . \2 a0 j7 ^; p
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5 p, s/ W) y( n7 }! ^1 m不过,与其他类手游推广方式有所不同,菠菜类手游产品拥有更高的用户忠诚度和产品生命周期。因此,这一类产品的推广,以社交平台和线下推广为主。据悉,以《Zynga Poker》为代表的菠菜类游戏最早根植于Facebook等社交平台,而后在移动端浪潮来袭,才逐渐脱离出来,成为独立的游戏应用。但社交元素依然保持在菠菜类游戏中,用户可以通过Facebook、Twitter等社交平台,分享自己在菠菜类手游中的成绩。以《FaFaFa》为例,这款产品的Facebook主页拥有14.78万用户关注。在线下推广面,同样在东南亚市场推出菠菜类手游产品的博雅互动,曾在2016年第三季度,组织了线下国际扑克大赛。该公司从260万名玩家中,选出300名用户前往澳门参加全球总决赛。据悉,在过去的第三季度里,博雅互动收入为1.85亿元,净利润为7299.3万元,同比增长7.7%。但是,在另一方面,虽然菠菜类手游产品收入可观,但该类游戏产品存在玩法固化,竞争同质化等缺点。据博雅互动第三季度财报显示,与2015年第三季度相比,该公司在2016年第三季度活跃用户为2243.8万人,同比下降23.6%。 |
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