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1、How Chinas Mobile Habits Have Changed Post-LockdownIn association with:CHINA MOBILE GAMES REPORT H1 2021CONTENTSCONTENTSFOREWORDOVERVIEW OF MOBILE INTERNET USERS IN CHINA Chinas Mobile Internet User Base Mobile Internet User Distribution Across City Tiers Average Time of Daily App Usage per Mobile I
2、nternet UserOVERVIEW OF CHINAS MOBILE GAMES MARKETChinas Game User Base and Growth RateActual Sales Revenue and Growth Rate of Chinas Mobile Game Market CHINA MOBILE GAMES MARKET USER ACQUISITION TRENDS REPORTOverview Trend of the number of games running UA campaigns Rate of new games on the UA mark
3、et Activation rateThe Impact of iOS 14.5 Percentage of devices with iOS 14.5 that have opted out of IDFA iOS 14.5 adoption rate Monthly distribution of paying devices across Android&iOSGenre-Specific Trends Ad spending distribution by genre Monthly new mobile game releases by genre Ad spending trend
4、s Trends of Ad Creatives for Games Video ads proportion Video ads vs.Image ads01821CONTENTSCONTENTSThere is real hope that there is light at the end of the tunnel where Coronavirus is concerned.Societies across the globe are opening up again not least Chinas,with many slowly easing back t
5、o a pre-pandemic way of life since the turn of the year.What impact will a return to normality have on the countrys mobile scene,though?Throughout 2020,and during the heights of lockdown,many turned to their mobiles and mobile gaming to pass the time.As a result,2020 was a year of boom for Chinas mo
6、bile scene.Mobile developers and publishers found new audiences and explored new mobile advertising possibilities.There was a concern amongst them,too.Could they keep these new audiences interested when stay-at-home orders were eased?Would Chinas citizens still maintain their newfound mobile usage h
7、abits?How would other external factors such as regulation impact the mobile market in conjunction with society reopening?This mobile games report takes a look at Chinas mobile usage data over the course of H1 2021,drawing on a variety of different sources and comparisons to answer those questions an
8、d more.We hope you enjoy.FOREWORD0102Chinas Mobile Market Sees A Return To NormalityOVERVIEW OF MOBILE INTERNET USERS IN CHINA0203Mobile Internet User Distribution Across City TiersSource:ASource:A2019 Q4 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q12020 Q1 2021 Q1(Q4 2019 Q1 2021)(Q1 2020 vs.Q1 2021)QoQ
9、Growth RateTier-1 CitiesTier-2 CitiesNew tier-1 citiesTier-3 CitiesTier-4 CitiesTier-5 CitiesChinas Mobile Internet User Base12.4%11.1%24.8%22.0%19.9%19.0%20.2%21.0%14.2%16.6%8.5%10.3%0.39%0.30%0.39%0.39%0.19%-0.19%04Source:AuroraAverage Time of Daily App Usage per Mobile Internet User2020 Q12020 Q2
10、2020 Q32020 Q42021 Q1(Unit:Hour)6.76.05.45.05.30501 Overview of Mobile Internet Users in ChinaChinas Mobile Market Sees A Return To NormalityINSIGHTSMobile Internet User Base Growth Slows as Market SaturatesBy the end of the first quarter of 2021,the number of mobile Internet users in China reached
11、1.03 billion-an increase of 0.78%compared to the same period in 2020,but a decrease of 0.19%from the previous quarter.In recent years,although the growth rate of mobile Internet users has been slowing,its the first time negative growth has been seen,and indicates market saturation has been reached.0
12、501 Overview of Mobile Internet Users in ChinaChinas Mobile Market Sees A Return To Normality06As Chinese Users Returned to Normality,So Did Their Mobile HabitsLower-Tier Emerging Markets Are Sparking Growth OpportunitiesThe average time of daily app usage per mobile user was 5.3 hours in the first
13、quarter of 2021,compared against 6.7 hours during Q1 2020.This was likely due to events including New Years Day and Spring Festival holidays during the first quarter.While usage time increased slightly compared with Q4 2020,the single-day penetration rate of mobile apps dropped significantly,general
14、ly returning to pre-pandemic levels.Emerging markets have seen the largest increase in mobile Internet users.The total proportion of tier 3 to 5 users is about 48%,narrowing the gap with tier 1 and 2 cities.Mobile Internet users in tier-1 and 2 cities declined in the first quarter of 2021,while the
15、proportion of users in tier-3 to 5 cities has increased significantly.Users from emerging markets are characterised by their high price sensitivity,more leisure time,a strong social circle and willingness to try out new products.Tier 3 to 5 cities represent huge marketing potential for mobile develo
16、pers and brands.06Chinas Mobile Market Sees A Return To Normality01 Overview of Mobile Internet Users in China01 Overview of Mobile Internet Users in ChinaChinas Mobile Market Sees A Return To Normality0701 Overview of Mobile Internet Users in ChinaChinas Mobile Market Sees A Return To NormalitySale
17、s Stay Strong Despite Shifting Social ChallengesOVERVIEW OF CHINAS MOBILE GAMES MARKET0708Source:The Game Working CommitteeSource:The Game Working Committee(Unit:million)Chinas Game User Base and Growth Rate Actual Sales Revenue and Growth Rate of Chinas Mobile Game Market663.8553.70.13%37.6%0.15%-1
18、1.0%0.17%3.1%0.25%6.5%-0.16%8.6%664.8493.0665.9508.5667.6541.5666.5588.3Nov 2020 Dec 2020 Jan 2021 Feb 2021 Mar 20212020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q1User BaseSales RevenueGrowth RateGrowth Rate(Unit:million)02 Overview of Chinas Mobile Games MarketSales Stay Strong Despite Shifting Social Chal
19、lenges09INSIGHTSAs The Market Matures,Regulation IncreasesAccording to data from the Game Working Committee of China Audio-video and Digital Publishing Association,the number of mobile gamers reached 666 million in March 2021-a decrease of about 1 million from the previous month.Consistent with tren
20、ds of the overall mobile Internet user base,the number of gamers also experienced negative growth for the first time.At the same time,tightening approvals on domestic games in the first half of 2021 also had an impact on the market.The number of games that received“Ban Hao”(approvals)from January to
21、 May 2021 was 506,compared with 521 over the same period last year.These downward trends indicate that competition amongst game developers is becoming increasingly fierce.0902 Overview of Chinas Mobile Games MarketSales Stay Strong Despite Shifting Social Challenges1002 Overview of Chinas Mobile Gam
22、es MarketSales Stay Strong Despite Shifting Social ChallengesDespite People Returning Back to Office,The“Stay-At-Home”Economy is Here to StayIn the first quarter of 2021,the sales revenue of the mobile game market reached RMB 58.83 billion.Although the number of game users has declined and the publi
23、cation approval process has become stricter,the actual sales revenue of the mobile game market has maintained steady growth.With the gradual loss of stay-at-home Pandemic traffic,there was still an increase of 6.25%compared against Q1 2020,which reflected the vitality of the domestic mobile game mar
24、ket.During Q1 2021,there were more marketing activities during the New Years Day and Spring Festival,users were more active,and revenue grew.1002 Overview of Chinas Mobile Games MarketSales Stay Strong Despite Shifting Social Challenges1101 Overview of Mobile Internet Users in ChinaChinas Mobile Mar
25、ket Sees A Return To NormalityCHINA MOBILE GAMES MARKETUSER ACQUISITION TRENDS REPORT11Creative Advertising Combats The Fall In UA1203 China Mobile Games Market User Acquisition Trends ReportCreative Advertising Combats The Fall In UATrend of the number of games running UA campaignsComparison of the
26、 total number of products launched in the mobile game UA market(H1 2020 vs.H1 2021)(H1 2020 vs.H1 2021)Souce:Reyun Data CAS(The domestic version)OverviewJan Feb Mar Apr May Jun0450090000800040001200016000H1 2020H1 2021First half of 2020First half of 202113INSIGHTSApproximately 6,700 new products app
27、eared on the UA market in H1 2021,representing a growth rate of nearly 45%(about 13%lower than the same period last year).Big tech companies,such as Tencents&Neteases gaming arms tend to launch new games at the beginning of the year,most of which were developed during the previous year.This resulted
28、 in a boom in Q1 2021 on the UA market.14Rate of new games on the UA marketComparison of growth rate of new games running UA campaignsJanuary February March April May June21%15%20%18%14%15%(H1 2020 vs.H1 2021)Souce:Reyun Data CAS(The domestic version)20%40%60%57.7%44.5%0%First half of 2020First half
29、 of 202115Activation rateJan Feb Mar Apr May Jun(Unit:10,000)Source:Reyun Data TrackingIO004000500090008000700060001.00%0.50%0.00%Activated DevicesActivation Rate16The Impact of iOS 14.5Percentage of devices with iOS 14.5 that have opted out of IDFAiOS 14.5 and above adoption rate32.1%30.
30、3%Source:Reyun Data TrackingIOSource:Reyun Data TrackingIOMonthly distribution of paying devices across Android&iOS80%20%21%79%13%87%16%84%16%84%19%81%January February March April May JuneAndroidiOS17INSIGHTSActivation dropped as life return back to normal.Users getting used to typical UA campaign c
31、reatives might be another reason.The launch of iOS 14.5 in Q2 2021 had an impact on UA performances.Data from Reyun Datas TrackingIO shows that among the data tracked,30.3%of all devices had been updated to iOS 14.5;among which 32.1%limited IDFA tracking.In general,amongst all pay devices,the distri
32、bution of Android vs.iOS is 8:2.The importance of Android in China cannot be overstated.1703 China Mobile Games Market User Acquisition Trends ReportCreative Advertising Combats The Fall In UA18Ad spending distribution by genre0%10%20%30%40%RPG35.7%Casual Puzzles19.3%Simulation9.9%Online Earning8.3%
33、SLG6.1%Card5.3%Shooters3.4%Idle2.9%Action1.8%Tower Defense1.7%MMO1.2%Racing1.1%Board1.0%Source:Reyun CAS Genre-Specific Trends(H1 2021)19Monthly new mobile game releases by genre(H1 2021)RPGCasual PuzzlesSimulationOnline EarningSLGCardShootersIdleActionTower DefenseRacingBoardMMORhythmSportsJan Feb
34、Mar Apr May JunSource:Domestic version of Reyun CASTop 1 by monthly advertised productsTop 2 by monthly advertised products20In the first half of 2021,RPG,Casual Puzzles,and Simulation games remained the top 3 mobile game genres in terms of ad spending far ahead of other genres.SLG and Shooters main
35、tained their places on the ad spending rankings.MMO dropped out of the top 10 the fastest decline of all genres.The top 3 genres combined accounted for 65%of the industrys total ad spend,down by nearly 10%from last year.Ad spend became more evenly distributed across genres as some niche genres and s
36、ub-genres spent more on ads.Ad spending trendsTop 3SLG&ShootersTop 1065%21Trends of Ad Creatives for GamesTop 30 daily creative sets for existing games distributed across media types(H1 2021)34.4%21.1%2.2%General NewsShort-Form VideosTools12.2%Browsers11.1%Videos18.9%Vertical News 22Top 30 daily cre
37、ative sets for new games distributed across media types(H1 2021)Source:Domestic version of Reyun CAS22.5%5.6%22.5%6.7%19.1%13.5%10.1%General NewsToolsVertical News VideosShort-form VideosBrowsersReaders23Videos Share of Total Ad Content Videos ads vs.Images in Content Growth Rate(2020&H1 2021)(2020&
38、H1 2021)2020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q1 2021 Q22020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q1 2021 Q257%62%75%0%20%40%60%80%88%87%84%90%86%90%88%91%90%90%89%93%54%74%70%Source:Domestic version of Reyun CASVideosImages24INSIGHTSNews platforms and short-form video apps remain the favourites of game a
39、dvertisers,accounting for the majority of the top 30 creative sets.(Toutiao,Douyin are some of the samples of these types of media.)A new trend emerged this year:Among the nascent game advertising media,vertical news platformsalong with general news platformsovertook short/ultra-short video apps to
40、become the most used types of game advertising media.Reading platforms made it among the top media types for the first time.Browsers remained largely unchanged in performancein terms of both ranking and market share.Videos have been taking the lead,accounting for over 70%of all mobile game ad conten
41、t in the first two quarters of this year.Both videos and images registered a nearly 90%content growth rate.Currently,a major pain point is how to create video and image content fast enough to keep up with fast-paced demand.Solving this pain point has become an industry imperative.2525Market Chinese
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