2016年解构手机和平板电脑游戏简版（英文）_33页-2mb

Summary of EEDAR 2016 Deconstructing Mobile & Tablet Gaming Report

Core Content Overview

The EEDAR 2016 Deconstructing Mobile & Tablet Gaming Report provides an in-depth analysis of the mobile gaming market in North America, focusing on adult gamers (ages 18+). It explores market sizing, demographics, spending habits, play time, and the motivations behind mobile gaming behavior. The report also includes a detailed breakdown of mobile game genres and their performance in terms of revenue and player engagement.

Key Market Trends

• Market Sizing: In 2016, North America had an estimated 196.1 million mobile gamers, with 155.3 million being active mobile gamers (played in the past 3 months).
• Revenue: Mobile gaming revenue in North America reached $6.1 billion in 2016, with a 39.29 USD average per user.
• Device Usage: 77% of mobile device owners actively play mobile games, with smartphones and tablets being the primary platforms.
• OS Segmentation:
  • 48% of mobile gamers use Android exclusively.
  • 31% use iOS exclusively.
  • The remaining use mixed OS devices.
• Device Shift: Tablet usage by adult mobile gamers declined from 70% in 2015 to 59% in 2016, likely due to the availability of larger-screen smartphones.

Market Demographics

• Gender Distribution: Women make up 55% of the market, with a slight majority over men.
• Age Trends: The average age of mobile gamers increased from 35.1 in 2015 to 37.1 in 2016, indicating an aging audience.
• Device Preferences:
  • Smartphone only: 41% of the market.
  • Tablet only: 8% of the market.
  • Smartphone & tablet: 51% of the market.
• Spend Segments:
  • Non-Payers (52%): Spend $0 on mobile games.
  • Payers (41%): Spend between $0.01 and $99.99.
  • Heavy Payers (7%): Spend over $100 on mobile games.
• Play Segments:
  • Light Players (20%): Play less than 1 hour per week.
  • Moderate Players (45%): Play 1–5 hours per week.
  • Heavy Players (35%): Play over 5 hours per week.
• Investment Index:
  • Minimal Investors: 26.8 million users, low spend and low play.
  • Low Investors: 34.1 million users, moderate spend and play.
  • Moderate Investors: 19.7 million users, higher spend and play.
  • Heavy Investors: 27.6 million users, high spend and play.
  • Extreme Investors: 6.4 million users, very high spend and play.

Mobile Gaming Genres

The report categorizes mobile games into several genres, each with distinct gameplay and appeal:

Puzzle Genres

• Matching Puzzle: Players match like items through swapping, shooting, or manipulation. Examples: Candy Crush Saga, Toy Blast, Panda Pop.
• Brain Puzzle: Focuses on word/letter manipulation, number puzzles, or trivia. Examples: Words with Friends, Threes, QuizUp.
• Physics Puzzle: Relies on physics-based mechanics. Examples: Angry Birds, Cut the Rope, Where's My Water?.

Arcade Genres

• General Arcade: Easy to learn, with scoring and level progression. Examples: Fruit Ninja, Backflip Madness.
• Endless Runner: Single avatar moves through a 2D or 3D space to avoid obstacles. Examples: Jetpack Joyride, Temple Run.
• Music / Rhythm: Gameplay involves tapping/swiping in sync with music. Examples: Magic Piano by Smule, Love Live! School Idol Festival.
• Location-Based: In-game locations correspond to real-life locations. Examples: Pokémon GO, Ingress.

Skill & Chance Genres

• Casino (Skill & Chance): Includes games that simulate real or fake gambling.
  • Skill Games: Emphasize strategy (e.g., Poker, Blackjack).
  • Chance Games: Based on randomness (e.g., Slots, Roulette).
• Non-Casino Skill & Chance: Traditional card, board, and dice games. Examples: Uno, Yahtzee, Mahjong.

Simulation Genres

• Simulation: Players manage a social environment or plan a scenario. Examples: The Sims FreePlay, High School Story.
• City Builder / Resource Management: Focus on building and managing a city, with limited combat. Examples: Hay Day, Smurfs' Village.

Strategy Genres

• General Strategy: Involves combat and tactical planning. Examples: Plague Inc., Catan, XCOM: Enemy Unknown.
• Combat City Builder: Combines city building with army combat. Examples: Clash of Clans, Game of War: Fire Age.
• Trading Card Game (TCG): Mimics traditional tabletop TCGs. Examples: Magic the Gathering 2016, Hearthstone.
• Tower Defense: Defend against waves of enemies using structures. Examples: Plants vs. Zombies, Fieldrunners.
• MOBA: Team-based multiplayer combat games. Examples: Vainglory, Call of Champions.

RPG Genres

• Role Playing Game (RPG): Focuses on character progression and story. Examples: Final Fantasy, Chaos Rings.
• Collectable Battle RPG: Combines RPG elements with card collection and deck building. Examples: Summoner's War, Puzzle & Dragons.

Action Genres

• Shooter: Players engage in shooting activities. Examples: Frontline Commando, NOVA.
• Action / Fighting: Involves movement, exploration, and combat. Examples: Infinity Blade, Injustice: Gods Among Us.
• Action Builder: Emphasizes exploration, crafting, and building. Examples: Minecraft, Terraria.

Other Genres

• Racing: Competitive vehicle-based gameplay. Examples: Need for Speed, CSR Racing.
• Sports: Simulates traditional sports or team management. Examples: FIFA Mobile Soccer, NBA 2K17.

Key Insights

• Heavy Payers (7% of the market) contribute 55% of the revenue, highlighting their significant impact on the market.
• Light Players (20% of the market) are mostly Non-Payers (85%), indicating a strong correlation between spending and play time.
• Puzzle games dominate the top 5 most played genres, suggesting a preference for casual, quick-play experiences.
• Smartphones are the most versatile devices, used across a variety of settings, while tablets are more commonly used at home.
• The market is becoming more age-diverse, with an increasing number of older adults entering the gaming space.