In Q2 2013, the scale of China's Android mobile game market reached 1.28 billion yuan

360: In Q2 2013, the scale of domestic Android mobile games reached 1.28 billion yuan. Posted on July 28, 2013 by peng in Smartphones, Network Services, Industry News with 1 comment

The "2013 Android Mobile Game Data Report" released by 360 Mobile Assistant at the 2013 World Mobile Games Conference (WMGC) shows that Android mobile games increased dramatically in 2013, with revenue reaching 1.28 billion yuan in Q2 alone, and the number of Android mobile games launched is still increasing. 2013 will be the year of explosive growth for the mobile game industry, and market competition will be more intense.

Data shows that by the end of December last year, there were 420 million mobile Internet users in my country, accounting for 74.5% of all Internet users. In 2013, the market share of Android phones will reach 75%. According to data released by the Game Working Committee recently, the number of users in the domestic mobile online game market reached 171 million in the first half of 2013, a year-on-year increase of 119.3%. Although the user scale is still a certain distance away from that of terminal games and web games, at this growth rate, the mobile game market in 2013 still has huge potential.

As the largest Android resource publishing platform in China, 360 Mobile Assistant has more than 250 million users, covering 80% of Android users in China. The operating data of many popular mobile games show that the revenue contributed by 360 Mobile Assistant's exclusive mobile games often accounts for 30% to 40% of its total revenue, such as "My Name is MT" and "Sword of the King".

Chen Jie, vice president of 360, said in his speech at WMGC that a good channel is not only a channel for making money, but also a channel that can help developers break through the fierce market competition. Chen Jie summarized the "nine-word golden rule" for developers to break through the mobile game boom year: good themes, high retention, and focus on channels.

Chen Jie believes that high retention is the first major feature of all successful games. Data shows that the value of long-term retained customers is several times that of short-term customers. Therefore, 360 Mobile Assistant also uses this as the first indicator when judging the quality of games and allocating promotional resources. When faced with a good product, regardless of whether there is a brand company behind it, 360 Mobile Assistant may allocate resources for free promotion.

The survey shows that the average daily retention rate of the mobile game industry is only 35%. On the other hand, the average daily retention rate of popular works in the mobile game market, such as "Sword of Kings" operated by 360 Mobile Assistant, reached 68%, which is higher than the industry average, and the profit exceeded 10 million. It can be seen that user retention rate has become the key to the success of mobile games, and the large number of active users on the publishing platform can guarantee user retention rate to a certain extent.