Facebook-2021年游戏营销洞察（英文）-2021.1-25页_1mb

Games Marketing Insights for 2021 Summary

Core Content

This document provides insights into the gaming industry's transformation in 2020, driven by the impact of the COVID-19 pandemic. It focuses on changes in player behavior, demographics, purchasing habits, and the role of community in gaming.

Main Viewpoints

• Increased Gaming Participation: The pandemic led to a significant rise in the number of mobile gamers globally. Many new players continue to engage with games, contributing to a larger and more diverse gaming community.
• Shift in Demographics: New mobile gamers in the US, UK, and Germany are significantly younger than existing players, while in South Korea, new gamers are older and prefer casual genres.
• Behavioral Changes: New gamers tend to engage in more social and multiplayer activities compared to existing players, despite a preference for solo play. They also spend more time on mobile devices and are more open to alternative monetization models like in-app purchases.
• Purchasing Behavior: New gamers are more likely to spend money on mobile games than existing players. In the US and UK, removing ads is a key motivator, while in South Korea and Germany, avoiding waiting or skipping difficult content is more common.
• Community Growth: The pandemic spurred growth in gaming communities, with a notable increase in the number of Facebook Gaming Groups and streaming activity. These platforms are crucial for engagement and discovery.
• Discovery and Familiarity: Title familiarity is a key driver for both discovery and purchase, similar to console gaming. However, many players are still hesitant to try unfamiliar games, highlighting the importance of marketing and brand awareness.
• Monetization Strategies: A mixed monetization model that includes ad-supported and in-app purchase options is recommended to leverage the increased engagement of new players.
• Marketing Opportunities: Marketing should focus on engaging both in-game and out-of-game communities, using platforms like live-streaming and gaming groups to build awareness and foster interaction.

Key Information

Demographics and Preferences

• New Gamers: In the US, UK, and Germany, new gamers are younger than existing players. In South Korea, they are older and prefer casual genres.
• Device Usage: 70% of people reported spending more time on mobile devices. New gamers spend more hours per week on games than existing players.
• Social Engagement: New gamers are more open to social activities within games, such as multiplayer and in-game chat, compared to existing players.

Purchasing Behavior

• New Gamers Spend More: New gamers tend to spend more money on mobile games than existing players.
• Monetization Motivations: In the US and UK, players are motivated to pay for ad removal. In South Korea and Germany, players are motivated to avoid waiting or skip difficult content.
• Online Purchases: The pandemic increased online shopping behavior, with 89% of consumers globally expressing concern about visiting physical stores. This trend is expected to continue post-pandemic.

Community and Discovery

• Gaming Communities: The number of active Facebook Gaming Group members and the number of groups increased significantly. In the US, UK, and Germany, the majority of new group members are aged 25-34, while in South Korea, the majority are aged 18-24.
• Discovery Trends: Only a quarter of players in the UK and Germany reported trying games they had never heard of, with even lower rates in the US and South Korea. This highlights the importance of familiarity in game discovery.
• Familiarity Drives Sales: Title and sequel familiarity are significant factors influencing purchase decisions, especially among console gamers.

Marketing Strategies

• Engage New Gamers: Develop games and marketing strategies that cater to new audiences, considering their core tendencies and preferences.
• Adapt to Behavior Shifts: Implement a mixed monetization model to capitalize on increased engagement and the openness of new players to ads and in-app purchases.
• Leverage Community Platforms: Use gaming groups and live-streaming platforms to engage with players and foster community interaction.
• Build Awareness and Recognition: Focus on creating familiarity through storytelling and brand awareness to drive both discovery and sales.

Conclusion

The pandemic has reshaped the gaming landscape, with a surge in new players and changes in behavior, preferences, and monetization strategies. Marketers and developers must adapt to these shifts by focusing on community engagement, leveraging online platforms, and creating familiar, engaging experiences for a broader audience.