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1、A New Era for Mobile GamingUnderstanding the evolution of the mobile gaming landscape and the emergence of the modern mobile gamerIn an era marked by rapid shifts in the mobile gaming landscape,marketers face unprecedented challenges in reaching and retaining their target audiences.Policy changes,su
2、ch as the introduction of the App Tracking Transparency(ATT)initiative,combined with broader transformations in the mobile ecosystem,have upended the industry.As a result,the competition for downloads is now fiercer than its ever been.At the same time,weve witnessed the emergence of a new type of pl
3、ayer:the modern gamer.These gamers are characterized by a quest for immersive,social,and innovative experiences.To meet the expectations of this new demographic,publishers have had to adapt their growth strategiesfocusing on deepening the emotional connection they have with their player base and cul
4、tivating long-term loyalty.In response to the need for strategic innovation in this fast-changing landscape,TikTok and National Research Group are proud to present this co-authored white paper.This report delves into the profound implications of this transformationand how publishers can set themselv
5、es up for success in this new environment.02A major shift in the mobile gaming landscape means marketers must adapt their strategies to prioritize long-term player loyalty.Success in this new landscape revolves around three core pillars:establishing cultural relevance,building connections with playe
6、rs,and fostering a sense of community.The evolution of the mobile gaming landscape has brought with it a new type of mobile gamer.Understanding the modern gamer will be vital for any publisher looking to establish player trust in this new environment.Were in the middle of the emergence of a new mobi
7、le gaming landscapeand,with it,a new type of gamer.Three key takeaways123At a glanceA New Era for Mobile Gaming03While total mobile gaming revenue may have declined from the peaks it reached during the pandemic1due,potentially,to consumers cutting back on in-app purchases as a result of inflation an
8、d the cost-of-living crisisit remains,by some margin,the most lucrative segment of the wider gaming industry.On its own,mobile represents over half of global gaming spendmore than the PC,console,and handheld markets combined.To date,veteran gamers have been the ones driving that spendwith establishe
9、d mobile gamers in the US dropping,on average,over$300 per year on in-app purchases.But even new players who have entered the market during or post-pandemic have proven willing to spend money if it means getting more out of their mobile experiences.Despite revenue slowdown,mobile continues to domina
10、te the gaming landscape.1 in 4 humans on the planet will be mobile gamers.2 Much of that growth looks set to come from Asia and Latin America.South Korea,Brazil,Turkey,and Mexico are the markets that have seen the biggest increase in mobile gaming spend over the past two yearsand publishers are now
11、turning to other countries in those regions as the next frontier for continued growth of the sector.Average monthly spend of US mobile gamersAll gamersEstablished gamersPlaying since pre-pandemic1Ashley Riordan,“Mobile Game Market Set to Decline-1st Time In A Decade,”Channel News,September 20,20232D
12、ata.ai,“The State of Mobile 2023”,January 20233Data.ai,“The State of Mobile 2023”,January 2023Whats more,growth in the total population of mobile gamers shows no signs of slowing down.In 2024,the sector is expected to surpass the 2 billion players markmeaning that,soon,MobilePC,Console,and HandheldA
13、 New Era for Mobile GamingAnnual global games spending3Mobile gaming,today,is more than just a subculture.More so than console gamers,mobile gamers exist across all demographics,and encompass an enormously broad range of interests,passions,and hobbies.Whether players are interacting with Barbie in S
14、tumble Guys,listening to ASMR in Happy Match Cafe,or learning about the latest style trends in Covet Fashion,mobile gaming has considerable overlap with the wider universe of pop culture trends.Who is the modern gamer?Modern gamers are defined as the players who are shaping demand in mobile games to
15、day by spending at least 7 hours or more per week playing games.Given the amount of time that they spend gaming,and their deep level of investment into online communities,this audience skews younger and plays an outsized role in shaping gaming culture.Understanding this audience,therefore,is crucial
16、 for forecasting long-term and cross-generational gaming trends.As the mobile gaming landscape has evolved,a new type of gamer has emerged.04A New Era for Mobile GamingThis all means that modern gamers are pushing the boundaries of the medium,forcing publishers to elevate their games to new heights,
17、and develop experiences that are more immersive,social,and innovative than ever before.It continues to be harder and harder each year to create breakout hits because the bar for great quality games is rising.”Michael DawsonCBO of Pocket Gems05Because of the sheer diversity of modern mobile gamers,it
18、 can be hard to pin down unifying need states.One thing that unites many of them,however,is a strong desire for social interactionboth through games themselves and through the communities that spring up around those games.Thanks to the pandemic,many of these younger modern gamers were forced to isol
19、ate at home during some of the most important years of their lives.As a result,they turned to gaming as a channel for social interactionmeaning that theyve now become accustomed to expect a high-level of peer-to-peer interaction within their games.Similarly,they value brand trust and enjoy sharing g
20、aming content with their peers.In addition to shareability and interactivity,modern gamers also care deeply about self-expression.Younger modern gamers,in particular,are more likely to fall in love with a game if they have the option to inject their own personality into itwhether thats through uniqu
21、e or customizable cosmetics,developing innovative new strategies,or creating their own content and sharing it with others.Thats another reason why social video platforms have become such a critical part of the modern mobile gaming ecosystem.Through these platforms,players are able to show off their
22、own creations and,by doing so,connect with like-minded people and build robust communities.06Modern gamers are4.A New Era for Mobile Gaming4NRGs Franchise IQ tracker,global dataBrand loyalEarly adoptersInfluencersIn tune with popular cultureCompared to other gamers,modern gamers are 1.6 times more l
23、ikely to demonstrate loyalty to specific brands or franchises.1 in 3 modern gamers are early adopters of new games and new platforms,compared to 1 in 5 among more casual players.Modern gamers help shape gaming culture,and are twice as likely as others to share their opinions about new products with
24、friends.Modern gamers are almost 5 times more likely to follow pop culture.Engaged with other forms of mediaTheyre 84%more likely to be watching 20+hours of streaming content per week.5Sara Morrison,“The winners and losers of Apples anti-tracking feature,”Vox,April 29,20226Sarah Perez,“Apples App St
25、ore tightens up on user privacy with new rules for app developers,”TechCrunch,July 28,20237Drake Bennett,“The Internet Economy Is in a Recession,”Bloomberg,February 20,2023Historically,the profitability of many popular mobile games was driven by high-value players who were willing to spend much more
26、 on in-app purchases than most other players.But a more crowded market has made it harder than ever to attract and retain those players.Moreover,changes in the broader mobile ecosystem have made it harder for marketers to target and retarget individual players.In 2021,Apple rolled out their App Trac
27、king Transparency(ATT)policya new approach to privacy within the Apple ecosystem that requires app developers to ask users for opt-in permission before tracking their activity across apps and websites.5 Since then,Apple has continued to enhance and expand this policy,implementing new requirements fo
28、r developers to disclose why they need access to user data and how they intend to use it.6These policy changes have certainly been appreciated by many consumers,giving them greater confidence in the security of their personal data.But theyve also had dramatic repercussions for digital marketers.7 Fo
29、r the mobile gaming industry in particular,the rollout of ATT has forced many publishers to completely overhaul their approach to user acquisition.Mobile games that appeal to niche audiences have been particularly impacted by these changes.All of this means that the competition for downloads is more
30、 intense than it has ever been,and publishers are under more pressure than ever before to hit on the“next big thing.”User acquisition has become more competitiveand more challengingthan ever before.Its harder because there are fewer dimensions of targeting to understand and find the audience.You hav
31、e to blast a larger set,so a lot of your marketing becomes ineffective because the tools to target more directly dont exist.”Michael DawsonCBO of Pocket GemsA New Era for Mobile GamingA New Era for Mobile Gaming08Now that its become harderor,in some cases,impossibleto accurately target individual co
32、nsumers,marketers in the mobile gaming space have been forced to adopt new strategies for user acquisition.In place of the ultra-targeted approach that once dominated the industry,theyve now begun to pivot to messaging that has a broader appealcasting a wider net and bringing more people in at the t
33、op of the funnel in order to ensure a steady supply of high-value players.This means that,moving forward,mobile game publishers will need to adjust marketing strategies to reach a wider audience.However,pulling in players through the upper funnel is only one piece of the puzzle.As evidenced by the m
34、isleading mobile ad phenomenon,viral ads arent enough to guarantee a loyal audience.Publishers need to be acquiring new users in a way that promotes a relationship built for the long-haul.That,however,is easier said than done.To truly succeed in this new environment and generate broad appeal,publish
35、ers will need to embrace three core pillars:Cultural Relevance,Connection,and Community.In the post-ATT era,mobile games need to cast a wider net.Long-term successConnectionWithout Connection,players will be quick to burn out and look for a new gameCultural RelevanceWithout Cultural Relevance,it wil
36、l be harder to attract new playersCommunityWithout a strong Community,constant updates,events,and new content are needed to keep players engagedA New Era for Mobile Gaming09As they seek to appeal to a broader,mass-market audience,publishers will need to ensure that their games are marketed in a way
37、that feels timely and of the moment.By tapping into online trends,publishers can build the kind of self-sustaining buzz necessary to bring in a younger-skewing audience;the kind of audience who loves to talk about the games theyre playing on social platforms and,by doing so,can keep a game at the fo
38、refront of the cultural conversation.of modern gamers believe that it is important for a game to be popular on social media when deciding which game to play8Modern gamers are 28%more likely to recommend games they find culturally relevant9Over halfCultural relevance:Creating games that tap into the
39、zeitgeist9NRGs Franchise IQ tracker,global data8NRGs Franchise IQ tracker,US data10This means that engagement on social platforms should be a critical component of mobile games marketing strategies.And players of all ages are increasingly using these types of platforms to share their favorite moment
40、s,learn new tips and tricks,or build a sense of community with other gamers.The way that publishers choose to engage with the communities on those platforms,however,will vary from game to game.In some cases,publishers have had success by taking advantage of meme culture or partnering with celebritie
41、s or high-profile influencers with strong youth appeal.Other times,publishers have chosen to take a more targeted approach,leveraging the appeal of content creators whose specific passionsbe it cosplay,comedy,cooking,or any other interest under the sunalign with the content or tone of their games.On
42、ce you have players that are engaged with your game,TikTok can be a meaningful place to build buzz by showcasing new teasers or exciting promotions.”James LairdProduct Manager at Pocket GemsIn the past,the matching puzzle genre has been associated primarily with an older demographic.Merge Mansion,ho
43、wever,successfully defied the norm and proved that,with the right narrative behind your brand,its possible to reach modern gamers in a new way and bring in players who may otherwise have little interest in the genre.The games live-action ads,featuring a strong sense of atmosphere and story,have play
44、ed a key role in this success.10 And by partnering with Pedro Pascala celebrity with a sizable online fanbase,as demonstrated by the recent popularity of the“Pedro eating a sandwich”meme on TikTokthey were able to maximize the virality and shareability of those ads.Ultimately,the success of Merge Ma
45、nsion demonstrates that a great ad campaignespecially one that bucks the trends of its genrecan help to embed a game in the cultural conversation,encouraging downloads from all types of players.10Ian Walker,“What Is Even Happening In These Video Game Ads,Help,”Kotaku,August 12,2021Market Observation
46、sMerge Mansion12Compared to their predecessors,the new generation of mobile players craves a deeper sense of connection to the publishers behind the games they engage with.They want to know who the publisher is,and that they can trust them to have their best interests at heartnot exploit them throug
47、h misleading marketing campaigns or aggressive monetization strategies.This need for connection is particularly pertinent given the prevalence of fake gameplay ads across many social platforms.While these ads may generate a low cost per install(CPI),they also lead to frustrated players who will chur
48、n out of a game quickly and be unlikely to trust the publishers products in the future.Connection:Building a lasting relationship with players11NRGs Franchise IQ tracker,global data12NRGs Franchise IQ tracker,global data13NRGs Franchise IQ tracker,US dataA New Era for Mobile GamingThe industry is go
49、ing through a transition.Ten years ago,players were more disconnected,typically installing a game from an ad without knowing anything about the brand.Today,player perception is much more valuable and brand is important to attract a broad set of players.”James LairdProduct Manager at Pocket Gems7173o
50、f modern gamers want to play a game that understands them as a player13Modern gamers are nearly 1.3x more likely to recommend a mobile game they believe cares about their fans12of modern gamers want to play a game that comes from a“brand I trust11 TikTok is a useful resource to understand our player
51、s better.Weve been able to learn which music they like and which characters or skins they prefer,which has helped us design better games.”Elena InozharskayaOperational and Performance Marketing Director of MY.GAMESTo create sustainable and lasting success,publishers instead need to focus on building
52、 meaningful relationships with their users.Through social platforms like TikTok,they can open up two-way,mutually-beneficial conversations with actual and potential players,learning more about their needs and using that feedback to help grow and optimize their games.This sort of player engagement st
53、rategy can create a new level of trust between users and publishers.And a trusted brand in the mobile gaming space can lead to several positive assumptions:The publisher listens to player opinionsThe game has regular updates and is constantly improvingThe game has good customer support in the event
54、that something goes wrongThe monetization will be fair and not promote pay-to-winThe game is innovative in adapting to new trends or game mechanics13A New Era for Mobile GamingRAID:Shadow Legends may be one of the best examples of a game that has deployed a multi-pronged marketing strategy to establ
55、ish meaningful connections with a wide variety of audiences.While the game initially established a foothold with consumers through its frequent partnerships with streamers and content creators,it has since found new ways of connecting with players.Most notably,publisher Plarium Games recently announ
56、ced a high profile collaboration with UFC and WWE legend Ronda Rousey.14Not only have they featured Rousey in adsin which she builds trust with viewers by directly addressing concerns around fake gameplay adsbut theyve also turned her into a playable character within the game.Given the tone of the f
57、antasy fighting game,Rousey has proved a perfect thematic fit;and,moreover,has been given the opportunity to showcase a new side of herself to fans who may previously have been unaware of her long-standing passion for gaming.15Thanks to these high profile partnerships,combined with their active pres
58、ence on TikTok and willingness to tap into emerging cultural trends,RAID:Shadow Legends has cemented its position as one of the top-grossing gacha games of all time.16Market ObservationsRAID:Shadow Legends14Stephanie Chase,“WWEs Ronda Rousey is now a playable character in RAID:Shadow Legends,”Digita
59、l Spy,November 30,202215Steven Rondina,“Nerding out with Rousey:UFC Star Talks Video Games,Wrestling,EA Sports UFC 2,”Bleacher Report,March 11,201616Hannah Grime,“15 Highest Grossing Gacha Games of All Time,”CBR,September 12,2023HomeNowInboxMeFor YouFollowing1518Francisco Rabbolini,Sensor Tower,Mobi
60、le Games IP Report 2021,Rabbolini,May 202117Data.ai,Top 10 mobiles games in the USTop grossing mobile games in the US,September 202317Thanks to the success of recent blockbuster games like Monopoly Go!which recently surpassed 100 million downloadsits no secret that familiar and well-loved IP can hel
61、p to shortcut the process of gaining upper-funnel consideration from players at launch.Compared to original properties,games based on IP can pique the interest of players regardless of their level of gameplay experience.And by staying authentic to the brand,such games have the opportunity to tap int
62、o an existing loyal fanbase and build on existing positive brand sentiment.That may be why,of the top ten mobile games in the US right now,four of them are based on existing IP.Outside the top 10,Marvel Snap,one of the most popular card battlers currently on the market,has shown the way in which str
63、ong IP can help introduce players to genres they may otherwise have overlooked.Established IP can be a powerful accelerator for creating connections with players.Monopoly Go!Royal MatchCandy Crush SagaRobloxPokemon GOGardenscapesDragon Ball Z Dokkan BattleWhiteout SurvivalCall of Duty:Mob
64、ileHomescapes=existing IP In fact,one quarter of mobile game revenue in the US is now generated by games based on existing IP.18A New Era for Mobile GamingA New Era for Mobile GamingNRGs proprietary franchise tracker called“Franchise IQ”tracks attitudes and preferences towards 700+franchises on an o
65、ngoing basis.Data from this tracker suggests that the franchises that have been successfully adapted into top-grossing mobile games tend to score significantly above average on“Brand Love.”This indicates that theres a strong correlation between the emotional investment that players feel towards a fr
66、anchise and the likelihood that it can successfully make the leap into the mobile gaming arena.Developing IP-based games also gives publishers additional options for targeting players based on existing brand preferences.On platforms like TikTok,there are sizable fanship communities for popular franc
67、hises like Pokmon and Marvel,meaning that publishers can market directly to users who show engagement with those communities while building trust through partnerships with relevant creators.In the long run,this can lead to a loyal and invested community of engaged players,coming together to bond ove
68、r their shared passion for the IP.16Mobile Gaming Franchise performance among Modern Gamers19Tracked among 700 franchises NRG Franchise IQCares About its Fans(Top Box)*highlighted brands are the top grossing IPs among mobile games todayMy Friends Talk About it(Top Box)Relevance(Top Box)ConnectionCul
69、tural RelevanceCommunity44%42%35%43%39%38%28%29%37%30%24%25%43%42%37%35%30%38%34%37%19NRGs Franchise IQ Tracker,US data17However,while pre-existing IP can be a shortcut to success,it certainly isnt a prerequisite.In fact,some of the most innovative and successful brands in this space have been those
70、 that create original brand identities rooted in the mobile gaming experience.For games without an attached IP,establishing cultural relevance and building committed relationships with players from launch is even more important for generating buzz and building a brand that can go the distance and cr
71、eate a self-sustaining audience.Candy CrushAmong UsRobloxThe first matching puzzle hit that made mobile gaming widely popularA pioneer in synchronous gameplay on mobileOne of the first popular mobile games to empower users to create their own contentExamples include:20NRGs Franchise IQ tracker,US da
72、ta21NRGs Franchise IQ tracker,global dataIn this new era of mobile gaming,creating a game that can stand the test of time isnt just about the relationship between players and the publisher;its also about the relationships between players.By building a sense of group identity and shared ownership ove
73、r the game,publishers can create the kinds of communities that lead to deeper emotional investment from their players.Games that can foster this type of community among their player bases have a strong advantage when it comes to player acquisition and retention.Not only are players more likely to st
74、ick with a game that theyve become socially invested in,theyre also strongly incentivized to recommend it to family,friends,and their networks on social media.And many players display a strong preference for games that are already perceived as popular within their immediate social circle.Community:B
75、ringing players together around shared passions and experiencesof modern gamers believe that“connecting to like-minded players”through mobile games is important20Modern gamers are 27%more likely to recommend games that their friends are talking about21In-game chatsNuanced strategies with room for ex
76、plorationUser Generated Content(UGC)Funny in-game momentsPersonal customization optionsThe games that have been most successful at building these sorts of communities tend to have a number of features in common.18A New Era for Mobile Gaming61TikTok enables creators to talk about the stories they are
77、 creating and players to find a place to meet each other and find community.”Michael DawsonCBO of Pocket Gems22Ric Crowley,“Demi Lovato,Mean Girls and moderation:The making of Episode,”PocketGamer.biz,April 26,2016More than perhaps any other mobile property,Episodean interactive story game developed
78、 by Pocket Gemsdemonstrates how empowering fans can lead to a passionate community deeply invested in the long-term health and success of a game.Episode hosts a content creation platform that allows users to write their own stories and then share them with other players.The platforms unique scriptin
79、g language has helped to lower the barrier to entry,making it accessible for users regardless of their level of programming or animation experience.22Top creators are invited to join the platforms Writer Payments program,allowing them to monetize their stories.This creates a strong incentive for pla
80、yers to invest real effort into their creations,and to share it across their networksin the process,raising the visibility of the game and bringing in new users.TikTok,in particular,has proven to be an effective tool for creators to market their work,as it captures the spirit of the game while also
81、showcasing its level of interactivity.The wide variety of content hosted on the platformfrom child-friendly material to more mature storieshas made it a haven for consumers of all ages who love interactive narrative fiction.And the thriving and vibrant creator community has helped Pocket Gems to ens
82、ure the game has a constant stream of new content that keeps those audiences coming back time after time.Market ObservationsEpisode24NRGs Franchise IQ tracker,US data23NRGs Franchise IQ tracker,US dataAs the demographics of gamers have changed,and mobile gaming has taken its place center-stage in po
83、p culture,publishers have had to develop new approaches for finding and targeting audiences.Today,players are much more likely to discover new games through community-oriented platforms like TikTok and YouTube than they are through word-of-mouth or by browsing on mobile app stores.And that means tha
84、t marketers need to embrace the power of these platforms as a tool for developing and deepening relationships with this new generation of gamers.TikTok is also the platform on which modern gamers are most likely to post their own content or turn to for specific information or advice about mobile gam
85、es.Compared to long-form platforms like YouTube,short-form video platforms like TikTok are more accessible and approachable.Players can post contentor duet with other creatorswithout a background in video editing,making these the perfect platforms for mobile gamers of all skill levels and ages to co
86、me together,share experiences,look for information,and build communities.of modern gamers in the US post content to TikTok24Targeting modern gamers requires publishers to think outside the box and embrace community platforms.For ages 18-24,TikTok represents the#1 platform to discover new mobile game
87、s2320TikTok is the best place for players to create meme-able moments that can easily be shared.”James LairdProduct Manager at Pocket Gems50%A New Era for Mobile GamingA New Era for Mobile GamingA New Era for Mobile GamingAs we enter a new chapter in the history of mobile gamingdefined by the needs
88、of a new generation of mobile gamersthe opportunities for publishers are certainly substantial.But so too are the challenges.Changing market conditions coupled with players evolving tastes and heightened expectations for quality mean that the competition for eyeballs and downloads is more intense th
89、an its ever been.Succeeding in this new environment will necessitate a full funnel strategy that embraces the“3 Cs”of mobile gaming and reflects the realities of how players now discover and fall in love with games.21A new era of mobile gaming requires a new approach from publishers.The formula for
90、success in the new era of mobile gamingCultural RelevanceConnectionCommunity111222333Embrace the power of memes and of-the-moment trends within your advertising and content marketingMeet gamers where they are on community-oriented platforms like TikTok,and harness the power these platforms have as t
91、ools for discoveryPartner with culturally relevant celebrities and influencers to connect your games to the cultural zeitgeistLeverage the power of established IP and the strong emotional connection players have to their favorite franchisesBuild long-term brand trust by prioritizing honesty and tran
92、sparency in your advertising strategyDemonstrate the two-way nature of your relationship with your audience by actively seeking out and responding to player feedback on community platformsCreate visually and narratively engaging story moments in your games that are designed for online shareabilityPa
93、rtner with popular content creators to cultivate and nurture an online community of invested fansGive players opportunities to customize their in-game experience and createand even monetizetheir own original contentA New Era for Mobile GamingA New Era for Mobile GamingData in this report comes from
94、a wide variety of different primary and secondary sources.To understand the needs and priorities of modern mobile gamers,we relied on data from NRGs proprietary Franchise IQ tracker.This tracker measures franchise health among consumers aged 18-64 through multiple lenses,including mobile games,and i
95、ncludes 4+years of data,700+franchises,and 50+metrics tracked across 9 different countries.Additional data and case studies have been sourced from third parties,including syndicated market reports from Data.ai.Any use of third-party data in this report does not equate to an endorsement.Additionally,
96、we conducted interviews with 3 senior leaders across Pocket Gems and MY.GAMES to help provide context for the state of the industry.Interviewees included Elena Inozharskaya,CMO of MY.GAMES,Michael Dawson,CBO of Pocket Gems,and James Laird,Product Manager at Pocket Gems.MethodologyAbout NRGNational R
97、esearch Group is a leading global insights and strategy firm at the intersection of entertainment and technology.The worlds biggest marketers turn to us for insights into growth and strategy for any content,anywhere,on any device.About TikTokTikTok is the leading destination for short-form mobile vi
98、deo.Our mission is to inspire creativity and bring joy.TikToks global headquarters are in Los Angeles and Singapore,and its offices include New York,London,Dublin,Paris,Berlin,Dubai,Jakarta,Seoul,and Tokyo.Words and analysis by:Alyssa Silver,Collin Leirvik,Patrick Herrin,Fergus Navaratnam-Blair,Luc ParentDesign by:Emily Murphy22