2022-06-26-newzoo-手机角色扮演游戏报告_30页_2mb

Summary of Pangle x Newzoo Mobile Game Genre Report: Role-Playing Games

Core Content

This report by Pangle and Newzoo provides an in-depth analysis of the role-playing game (RPG) genre on mobile platforms, comparing its development and popularity in Eastern and Western markets. RPGs are identified as the largest mobile game genre by revenue, accounting for 22.1% of the global mobile games market in 2020. The report highlights the unique mechanics, monetization strategies, and user engagement methods that define the RPG genre in mobile gaming.

Main Points

1. Overview of Role-Playing Games

• Market Size: Global mobile RPG revenues reached $18.5 billion in 2020, with China, Japan, and South Korea contributing over 70% of the total revenue.
• RPG Subgenres: RPGs include subgenres such as Collection RPGs, MMORPGs, Puzzle RPGs, and Narrative RPGs. Key features include character progression, customization, collecting, loot, gacha mechanics, crafting, and open world elements.
• Monetization: In-app purchases (IAPs) are the primary revenue source for RPGs. Hybrid monetization, combining IAPs with in-app advertisements (IAAs), is becoming more common, especially through rewarded videos.

2. Role-Playing Gamers in Key Markets

• Player Motivations: RPG players are more interested in exploring, immersive experiences, social engagement, and competition compared to general mobile gamers, who tend to play for relaxation and filling time.
• Demographics: RPG players across key markets are male-dominated, with a mid-to-high income and education level. In South Korea, a notable proportion of RPG players are students.
• IP Influence: IP-based RPGs dominate the market, with 50% of the top RPGs in both East and West being based on established IPs. These games benefit from organic traffic and brand recognition.

3. Growth Opportunities With Pangle

• User Acquisition: Pangle offers strategies to maximize campaign reach through interactive ad formats, particularly playable ads, which can significantly increase eCPM (effective cost per thousand impressions) and click-through rate (CTR).
• Optimization Techniques: Developers can use event-based optimization, audience packages, and lookalike functions to target high-value users and improve return on ad spend (ROAS).
• Hybrid Monetization: Developers are advised to compare ARPU (average revenue per user) from IAPs and rewarded videos to determine the optimal balance. The report shows that rewarded videos are becoming increasingly popular due to their less disruptive nature and ability to retain users.

Key Information

• Top RPGs by Revenue:
  • Fate/Grand Order (Japan)
  • Marvel Strike Force (West)
  • Lineage2M (South Korea)
• RPG Revenue Share:
  • 72% of global RPG revenue comes from Eastern Asia.
• Hybrid Monetization:
  • Rewarded videos are the most common ad format in RPGs.
  • Some RPGs allow players to earn in-game items by watching ads, which can boost user retention and monetization.
• User Acquisition Strategies:
  • Use playable ads to increase CTR and CVR.
  • Optimize campaigns based on user events data such as first-time user experience (FTUE) and in-game purchases.
  • Leverage Pangle’s audience network and TikTok For Business ad demand to reach a broader audience.

Conclusion

The RPG genre is a key driver of mobile game revenues, especially in Eastern Asia. Its success is tied to IP-based content, hybrid monetization, and deep user engagement. Pangle provides effective tools for developers to maximize user acquisition and monetization, especially through playable ads and event-based optimization. As the mobile gaming landscape evolves, RPGs are adapting with more complex gameplay and innovative monetization models.