Tencent Technology recently, Nintendo's "Super Mario Parkour" created a new mobile game record, which was launched on the Apple AppStore for four days and achieved 40 million downloads. However, the US technology news website VentureBeat pointed out that the excitement of this game does not reflect the current situation of the mobile game market. The mobile game has become more and more difficult for users to retain, quickly sought after by players and then quickly abandoned.
Why is user retention the biggest challenge for game developers? According to analysis, there are many reasons. First, the implementation of the freemium model means that consumers can download games without cost, so they tend to try more games.
In addition, with the maturity and saturation of the mobile APP market, mobile phone users have too many APP choices, and the attention gained by mobile games is also reduced.
Recently, an industry report released by Adobe showed that among all APP types, games are the category with the highest user abandonment rate.
Coincidentally, the report of App Annie, a mobile Internet market research company, also shows that mobile games are accelerating from release to maturity. On average, after 17 weeks of release, 90% of potential users have been developed, and no more work has been done. space.
As the life cycle of mobile games is shortened, the window period for game developers to promote games and acquire users has also become shorter.
According to analysis, this phenomenon has some deep reasons. Many research reports show that today's young people (including post-90s and post-00s) are weaker than previous generations in terms of attention. Their attempts to decide whether they like something or not have become shorter. Related charts also show that among young people, the game's abandonment rate is the highest.
In addition, the phenomenon of viral transmission in society has also affected mobile games. Today's young people do not like to miss any new trends. The Pokemon GO game became the most typical representative. The game won a large number of users in a short time, but after a few months, the popularity dropped rapidly.
For the mobile gaming industry, this new change means that their traditional assessment and business model must be adjusted. For example, compared to the user retention rate, developers should pay more attention to the user's activity and interaction performance in a short period of time.
In the future, some new indicators (such as "segment life cycle value" sLTV) may become a new means of measuring the value of mobile users.
For mobile game developers, the brand of future developers will also play a more important role. The same developer can attract users to continue to try new games, or cross-promote in different mobile games.
The life-cycle shortening phenomenon in the mobile game field has also triggered some new trends in the industry, that is, mergers and acquisitions have become more active. Last year, the amount of M&A in the mobile game field has set a new historical record, among which Tencent acquired Supercell, which accounted for three points. One of the total amount of acquisitions.
In addition, last year, the investment in the mobile game field was lower than that of the previous year. This indicates that there is a trend of concentration in the industry after the industry matures, and the activity of new startups is declining.
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