谷歌：2022年全球手机玩家需求的转变报告_56页_7mb

2022 The Shifting Needs of Global Mobile Gamers

Core Content

The 2022 report "The Shifting Needs of Global Mobile Gamers" explores the evolving preferences and behaviors of mobile gamers post-pandemic, highlighting three major shifts in their needs and offering actionable strategies for game developers to enhance gamer immersion.

Major Shifts in Gamer Behavior

1. Laser-focused on spending smartly
   Gamers are more conscious of their budgets and value, seeking high-quality content and promotions. They are more likely to spend on content that offers real value and avoids repetitive or unproductive tasks.

2. Demand for seamless cross-device gaming experiences
   Over 70% of mobile gamers play on multiple devices. They expect consistent quality across platforms, including graphics, sound effects, and control mechanisms, and are open to games that transition from mobile to PC/console.

3. Reconnected with others via mobile gaming
   Gamers are increasingly using mobile games to socialize, either by playing with friends or through in-game interactions. Social reconnection has become a key driver of gaming behavior, especially as people return to social activities post-pandemic.

Key Information

• Gaming Behavior Trends:

  • Weekly time spent on mobile gaming has remained relatively steady compared to 2021.
  • Gamers are more interested in social and entertainment activities than before, which influences their time allocation to gaming.
  • Gamers are more likely to play games with clear purpose and ease of understanding.

• Spending Triggers:

  • In-game promotions, value, and high-quality content are the main triggers for spending.
  • Gamers prefer to spend on content that offers progress, such as new adventures, characters, or levels.
  • Free rewards from in-game ads are particularly appealing to gamers in the USA and Japan.

• Game Preferences and Subgenres:

  • 4X SLG (Strategy, Simulation, and Role-playing): Popular among gamers who enjoy war, military, and history themes. Gamers in the USA and South Korea show strong interest.
  • Tycoon Games: Focus on economic management and construction. Gamers in South Korea and Brazil are more engaged.
  • Merge Games: Involve puzzle-solving through merging or sliding elements. Gamers in Brazil and Indonesia show high engagement.
  • Gamers tend to play multiple genres, with an average of 6.5 to 7.4 genres per player.

• Influences on Game Trials:

  • Genre familiarity, fun gameplay videos, and in-game storylines are key factors that influence gamers to try new games.
  • Gaming videos are a critical source of information for new and experienced gamers, especially for 4X SLG and Tycoon genres.

• Game Themes and Interests:

  • 4X SLG gamers are more interested in war and military themes, reflecting their interest in history and politics.
  • Tycoon and Merge gamers enjoy themes related to DIY, farming, and gardening, which align with their real-life interests.
  • IP franchises are highly appealing, especially to in-game spenders, as they allow deeper immersion in the game's story and characters.

Strategies to Enhance Immersiveness

1. REACH – Connect to Their Interests

   • Stay aware of emerging hobbies and interests of target gamers.
   • Leverage familiar gameplay elements and in-game IP to attract and engage players.
   • Use in-game ads to offer rewards that align with player interests, such as progress or new content.

2. ENGAGE – Offer Diverse Game Experiences

   • Design intuitive tutorials and gameplay to reduce learning effort.
   • Provide a variety of customizable characters and content to enhance personalization.
   • Encourage exploration through diverse in-game content and varied game mechanics.

3. RETAIN – Enhance Belongingness to the Game

   • Implement features that foster social interaction, such as guild battles and friend gifting.
   • Offer exclusive welcome-back gifts and missions to re-engage churned gamers.
   • Create a sense of community and shared experience to increase player loyalty.

Conclusion

The report emphasizes the importance of understanding and adapting to the evolving needs of mobile gamers. Developers should focus on creating games that are easy to understand, offer diverse experiences, and foster social connections. By aligning with player interests and providing value through promotions and IP, game developers can enhance gamer immersion and retain players in a competitive market.