After all, the most important end of the game industry is users. Without users, all other links are nonsense.
So who is playing video games?
According to the " Mobile Game Industry Research Report 2019 " released by Jiguang , 80.8% of the game carriers most commonly played by gamers are mobile games, 17.3% of computer games, and 1.9% of console games. Mobile games accounted for more than 80%.
Let me talk about mobile games first. The MAU of mobile game users in my country is 825 million. The installation penetration rate is 73.6%. In other words, of the 4 mobile phones, 3 of them have games installed.
These 800 million mobile game users can be divided into four categories: student groups, middle-aged white-collar workers, young professionals, and leisurely people.
The student group (35.6%) and middle-aged white-collar workers (21.6%) are heavy users.
Needless to say, students have time; middle-aged white-collar workers have free time. Most of them are male managers and spend more time in games.
Light users are mainly young professionals (18.8%) and leisure people (23.3%).
Young professionals (including white-collar and blue-collar workers) are busy at work and don’t have much game time. Freelancers and housewives dominated leisure people play games for a long time, but they are not very enthusiastic. Playing games is just a way to pass the time.
The average monthly game time is 879 minutes (29 minutes per day). Winter and summer vacations are the peak period of mobile games.
The source of the above information: HP91 page game website http://www.hp91.cn/web game
1. The mobile game King of Kings is a MOBA game . In fact, it is the only one of King Glory, with an installation penetration rate of 17% (calculated based on 1.2 billion mobile phone users, there are 200 million users). The male to female ratio is 66:34. The proportion of people under 25 is 74.1%. The decisive battle of Heiankyo (0.36%), Hero's Blade (0.25%), and Temporal Summon (0.13%) are all negligible.
2. The second runner-up is a shooting game , and the peace elite is the only one with an installation penetration rate of 11.2% and more than 100 million users. The male-to-female ratio is 64.3:35.7 (this ratio shocked my chin, I always thought that there were few female users of shooting games). Under 25 years old accounted for 65%. The second place is through the line of fire 2.06%, the third place is Vitality Knight 1.74%, and the fourth place is PlayerUnknown's Battlegrounds 0.77%.
3. The third runner-up is poker, chess and card games . Tencent’s Happy Landlord has an installation penetration rate of 5.7%; Happy Mahjong Complete Works has an installation penetration rate of 2.7%. The installation penetration rate of poker and chess is the highest among all games (20%), but MAU only ranks third, indicating that these users are light users and have a low open rate.
4. The fourth place is casual puzzle games . There are a huge number of such games. Among them, Snake Battle (Wuhan Weipai Network) has the highest installation penetration rate, 2.41%. 233 games (2.2%), cats and mice (1.45%), don't step on the white block 2 (1.36%), and ball battle (1.08%) followed closely. However, the same situation exists with poker and card games. The installation penetration rate is the third highest (17.5%), but MAU ranks fourth, and it is also a light user with a low open rate. The proportion of male and female users who eat snakes is 38.3:61.7%, 52.3% are under 25, 36% are 26-35, and 9.5% are 36-45.
In the entire mobile game industry, Tencent is the dominant player, with several head games (Honor of Kings, Peace Elite, Happy Landlord, Happy Mahjong, and Clash of Clans). The game time share is 58.2%. It is no wonder that Tencent has a third of revenue. From the game.
Ranked second is NetEase, several head games (minecraft [installation penetration rate 2.1%, the same later], cat and mouse 1.4%, fifth personality 1.2%, Onmyoji 0.9%, 0.7% after tomorrow), The total game time share is 4.6%. Game revenue accounted for 59.8% of total revenue. It is no wonder that NetEase is a game company.
The consumption preferences of the four groups have the following differences: the
purchase of game peripherals, the proportion of mobile phone/computer accessories, and clothing accessories is the highest, exceeding 40%. Followed by clothing (38.6%), dolls (28.8%), luggage (28.8%), figures (24.5%), Cosplay props are relatively small, about 20%.
65% of people have the habit of watching live games. Nearly 30% watch it once a day, and nearly 70% watch it once a week. Most of those who watch the live broadcast are young male users. They have many friends, a high level of game play, or are fans of anime, two-dimensional or cosplay. Those who don’t have the habit of watching live broadcasts are mostly before 80. They are generally nerdy, female, and like to be alone.
Among live broadcasts, Glory of Kings is the most popular (53.4%), followed by PlayerUnknown's Battlegrounds (41%) and League of Legends (40%). The second is Crossfire (32%) and Peace Elite (32%).
In terms of live broadcast platform selection, Kuaishou (48%) is the most popular, followed by Douyu (37.2%), in-game live broadcast platform (35.6%), and Huya (32.2%). Paying users for game live broadcast accounted for 40%. Among them, 40% of paying users paid less than RMB 100 in the past year; but at the same time, 12.8% of paying users were above RMB 1,000. Non-paying users feel that there is not much experience improvement after the reward, and they spend the money wrong.
More than 40% of users can accept advertisements inserted by the game live broadcast platform. 27% of users do not care, and 35% expressly dislike it.