Comparison report of top 100 mobile games in China, America and Japan! VIP payment, box opening and

At the 2nd IMGA Awards Ceremony on December 14th, Kay Gruenwoldt, vice president of the business department of the Finnish mobile game analysis company Gamerefinery, shared a set of very interesting data.The gameplay, social interaction and payment design of Top 100 in the mobile game market revenue list are compared.

In the more than 10 minutes of sharing, there are four charts that are very representative. Some of the problems that reflect the differences between Chinese and Western mobile games deserve the attention of domestic counterparts. Please see the details brought by GameLook belowInterpretation and analysis:

On the whole, domestic high-income mobile games are more competitive and interactive, and the payment points are deeper, far exceeding the high-income mobile games in Japan and the United States.

What needs to be explained in advance is that since the chart statistics of the report are based on the income list, in the Chinese market, MMORPG accounts for a relatively high proportion, while in the US market, casual match-3, social gaming and other typesMost of the revenue list in the Japanese market is weakly competitive RPG online games.Therefore, the comparison in the following aspects is not for games of the same type, but only for high-income games.But it is undeniable that user consumption trends can fully explain the inclinations of players in China, the United States and Japan.

1. Social function strength of mobile games: China > Japan > America

From the picture above, we can see that high-income mobile games in the Chinese market are in an absolute leading position in all social functions, such as multiplayer PvP mode, ladder leaderboard, PvP special rewards and other functions in theThe coverage rate of high-income mobile games is around 90%, while high-income games that use real-time PvP functions account for 64%, which is more than Japan and the United States combined.

From the perspective of PvP resource acquisition and rewards, the proportion of high-income mobile games in China using this function is much higher than that of mobile games in Japan and Europe and the United States, but the obvious difference is that Japanese high-incomeMobile games lead the U.S. market in usage of these two features, both at over 60%.

Therefore, we can see that in terms of the utilization rate of social functions, the high-income mobile games in China are far greater than the high-income products in Japan, and the Top 100 mobile games in the US revenue list use strong social functionsThe proportion is slightly lower.

So, for Chinese mobile game products that want to enter Japan and the United States, the social gameplay may need to be adjusted weaker. For example, in the Japanese market, the strong competitive gameplay can be appropriately weakened;In other regions, some strong social functions need to be reduced.On the contrary, if mobile games in the Japanese market and the US market want to enter the domestic market, they still need to do a lot of strengthening in terms of social functions.

2. Differences in visual style and theme: European and American players have more diversified preferences

In terms of visual style, there are two main high-income mobile games in ChinaThe themes are Westward Journey and Three Kingdoms, and some themes are Chinese myths and legends and popular Chinese film and television animation themes; the themes of high-income mobile games in the United States are highly diversified, so in terms of income success, the impact of visual styleNot that big; and the head games in Japan are mainly fusion virtual worlds, such as the combination of fantasy or science fiction and the real world, and the rest are mainly Japanese animation and comics.

Affected by different cultures, Chinese style or Japanese style art needs localMost of the game art styles in European and American styles are internationalized, such as several masterpieces of Supercell, and casual games of King, etc.

So, for Chinese counterparts, when facing the Japanese market, it is necessary to localize art specifically for the Japanese market, while in the European and American markets, the impact is actually not that great.Some people may mention that there are obvious differences in RPG art styles between the East and the West, but currently in the European and American markets, especially the mobile game market, there are not many successful RPG and MMORPG games. Potential users of such heavy games in the European and American mobile game marketsIt's not big enough yet.

3. Paid design: China's high-income mobile games dig the deepest "pit"

The chart above lists three common payment methods for domestic high-income mobile games. The first is the Monthly Fee VIP System, where players pay a certain amount every month, you can receive extra rewards or items every day to speed up the progress of the game.

As a comparison, only 15% of the Top 100 mobile games in the U.S. revenue list use this VIP payment mechanism, and some of these high-income mobile games in the U.S. that use VIP design are originally Chinese-made games.

The second is to pay to buy offline experience or rewards, which is suitable for players who have less game time but do not want to fall behind too much in the game progress. For the convenience of understanding, we may as wellDirectly paste a picture in a domestic MMO mobile game as an explanation:

Compared with China, the United StatesOnly 3% of high-income mobile games use the function of paying for offline experience or rewards.

The third is to open boxes, this practice is actually one of the highest sources of paid income, players can get rare items in the game by paying, such as pumping SSR, rare fashion, equipment and so on.

In MMO games, there are many disguised methods for this kind of gameplay, which is to reduce the resource loss rate through paid props, such as strengthening, inlaying, punching, and improving success when learning pet skills and qualificationsrate, there are corresponding props.For this function, the adoption rate of high-income mobile games in the United States is only 4%.

From the perspective of paid design, Chinese counterparts only need to weaken it a little if they want to enter the Japanese market, because some practices are also feasible in the Japanese market, such as the development of gachaBoxes are the most popular payment method in Japan.

However, if you want to enter the European and American markets, you need to lose a lot of things in the payment mode. In fact, many European and American players think that the pure krypton gold winning method of Pay to win is unfair.Because of the Need for Speed box opening scandal.

4. Gameplay preference: European and American mobile game players have not yet fully accepted the real-time competitive mode

From the perspective of the requirements for gameplay skills, highIncome mobile games are more about real-time PvP, requiring skills in real-time response, such as online real-time PvP between players in MMORPG.

The top mobile games in the United States tend to think more, and they are more interested in fighting wits than fighting bravely.Sex is not strong.

Through the above comparison of the product features of several latitudes, it is not difficult to find that Chinese-made high-incomeMobile games are actually very comprehensive in terms of social interaction, competition, and charging models. However, the payment methods currently provided by European and American developers only meet the most basic needs of players, such as paying to buy time, daily consumable items, and so on.

So, if European, American and Japanese developers want to successfully enter the Chinese market, they need to add real-time competition and payment models. For Chinese developers, entering the Japanese market needs to do more in terms of strong competitionSubtraction. When Chinese mobile games enter the European and American markets, they need to do more subtraction in terms of social intensity, competition, and payment points.

In theory, doing addition often means more unknowable risks, while doing subtraction often leaves the most core things behind and can do better, relatively speaking, moreOf course, it is the Chinese game company that is able to do a job with ease.