2017年Q3游戏洞察报告（英文版）-1mb

Gaming Industry Insights: Q3 2017 Summary

Core Content Overview

This report examines the evolving landscape of the gaming industry, focusing on mobile gaming, console gaming, PC gaming, and spectator gaming. It provides an analysis of current trends, user behavior, and opportunities for brands in the gaming sector.

Key Insights

Mobile Gaming

• Mobile gaming continues to grow in popularity and is now a dominant force in the gaming market.
• The emphasis is shifting from user acquisition to monetization and content quality.
• In-app advertising, brand engagement, and upselling are key monetization strategies.
• Mobile gaming is especially popular in fast-growing markets, with a high percentage of users in Asia-Pacific, Latin America, and Middle East & Africa gaming on smartphones.
• Mobile users spend around 3 hours and 20 minutes per day online via their smartphones, with some regions (like Latin America) reaching over 4 hours.
• Over 40% of mobile gamers cite entertainment like gaming as a very important reason for using the internet.
• Free-to-play games dominate the mobile gaming landscape, with examples like Plants vs. Zombies and Clash of Clans showing strong engagement and monetization potential.
• Both Plants vs. Zombies and Clash of Clans have seen significant player numbers and monetization, with Clash of Clans showing higher engagement and spending.
• Mobile gaming is becoming a key platform for brand engagement, with users interacting with brands through social media, QR codes, and branded games.

Console Gaming

• Console gaming is experiencing a decline, particularly in APAC and Middle East & Africa, where usage rates are lower compared to Western markets.
• However, consoles still play a significant role in the gaming industry, especially in North America, where they remain a primary gaming device.
• Console gaming is transitioning from being a purely gaming-focused activity to a broader household entertainment hub.
• PlayStation 4 is the most desired console across the majority of GWI's markets, despite the competition from newer consoles like the Xbox One X and PS4 Pro.
• There is a noticeable shift in console ownership and usage, with more users using consoles than owning them, indicating a communal rather than solitary form of engagement.

PC Gaming

• PC gaming maintains a strong presence and has not shown signs of decline.
• It holds the same market share as it did in 2015, demonstrating its enduring appeal.
• PC gaming is a cross-demographic activity, with even the oldest age group (55-64s) showing high engagement.

Spectator Gaming

• Spectator gaming is becoming an increasingly important segment of the gaming industry.
• With the growth of eSports and the development of league structures and brand sponsorship, this form of gaming presents significant marketing and revenue opportunities.
• The expansion of the gaming community and the migration of gaming online have led to a broader range of behaviors associated with gaming, including non-playing activities.

VR and Mobile

• Virtual reality (VR) is still in its early stages, with low headset ownership.
• Mobile is seen as the most promising platform to drive VR adoption due to its widespread ownership and accessibility.
• Around 4% of mobile gamers own a VR headset, with higher rates in North America and among higher income groups.
• Mobile gaming can serve as a vehicle to introduce VR to a broader audience, especially in markets with growing online populations.

Methodology and Data

• The report is based on GWI's research of 72,892 internet users aged 16-64.
• Data is sourced from a variety of international and national statistics and third-party sources.
• Quotas are set for age, gender, and education to ensure the sample is representative of the online population.
• The report also highlights the importance of mobile as a primary device for social networking, which further supports its role in gaming and brand engagement.

Conclusion

The gaming industry is evolving rapidly, with mobile gaming leading the charge in terms of accessibility and monetization. Console gaming, while in decline in some regions, remains vital in Western markets. PC gaming continues to hold its ground, and spectator gaming is emerging as a new revenue stream. VR, though still niche, is expected to benefit significantly from mobile's growing role in the gaming and entertainment space.