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[菠菜趣闻]
菠菜类手游闷声发大财，《FaFaFa》东南亚吸金
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本帖最后由 实习版主2 于 2018-6-21 16:04 编辑
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% D5 N# F: S* I/ A. o l9 D; y菠菜类手游闷声发大财，《FaFaFa》东南亚吸金 " Q7 u& \$ a) q
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& w3 [1 Y$ J# N& n: U2016年10月，世纪游轮宣布以305亿元人民币的价格，收购以色列棋牌游戏公司Playtika。被收购方旗下菠菜类（Casino）手游产品——《Slotomania》长期位居美国区App Store和Google Play畅销榜前二十。 无独有偶，在东南亚地区，由台湾鈊象电子股份有限公司（IGS）推出的菠菜类手游《FaFaFa》，自2015年上线以来，也一直稳居新加坡、印尼、马来西亚、越南、泰国等国家应用商店收入榜前五十位。据白鲸研究院数据显示，Android版《FaFaFa》在全球范围内的累计下载量高达100万—500万次之间。
9 }' Z' p/ G/ U- W菠菜类手游受东南亚用户喜爱 0 U1 [, b. b+ c
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3 A% U( k0 u7 G& A# b据数据机构Eilers & Krejcik Gaming, LLC预测，2016年全球菠菜类游戏规模为37.2亿美元，而到了2017年，这一数值还将升至39.8亿美元，其中，移动端为30.8亿美元，占比达77.3%。而在谈及具体产品种类时，老虎機（Slots）类产品在菠菜类手游市场中 ! d' t% S' P4 M# ~0 ]5 O' f
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占比达79%，而扑克类（Poker）紧随其后比例为13%，Bingo和其他类产品占比分别为7%和1%。上文提及的《Slotomania》和《FaFaFa》，就是老虎機式的菠菜类手游产品。这一类产品数量众多，主要与玩家的菠菜习惯有关。在线下实体DC中，商家会放
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% Y; d$ r$ B: M% e置众多老虎機供玩家消遣，而且相比一般的扑克类，老虎機这种依靠机器概率决定胜负的菠菜游戏，玩法更为刺激，也更能吸引玩家的参与。 ' U2 f7 _8 s' `) D4 N2 C9 @- ^
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据悉，除了IGS之外，《FaFaFa》的开发商还有澳大利亚菠菜运营商Aristocrat，后者是全球最大老虎機厂商，为全球90多个国家和地区DC提供老虎機设备。与Aristocrat的合作，也为《FaFaFa》的研发、推广奠定了一定的用户基础，成为该产品在东南亚地区流行的原因之一。另外，在东南亚一些国家，菠菜产业比较发达，也催生了民众对菠菜类手游产品的喜爱。据了解，东盟十个国家中，只有泰国、印尼和文莱没有合法的DC机构，而为了吸引海外游客，新加坡ZF在2005年通过了Dubo合法化的提案，并于2012年对外开设了两座附有DC设施的娱乐城。虽然在泰国Dubo不合法，但数据显示泰国民众中，有79%的人都有Dubo倾向，为此泰国ZF此前颁布的禁赌令，反而使得菠菜类手游产品在泰国大受欢迎。菠菜类手游推广靠社交和线下活动
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* g, [5 U! c6 l" }; Z不过，与其他类手游推广方式有所不同，菠菜类手游产品拥有更高的用户忠诚度和产品生命周期。因此，这一类产品的推广，以社交平台和线下推广为主。据悉，以《Zynga Poker》为代表的菠菜类游戏最早根植于Facebook等社交平台，而后在移动端浪潮来袭，才逐渐脱离出来，成为独立的游戏应用。但社交元素依然保持在菠菜类游戏中，用户可以通过Facebook、Twitter等社交平台，分享自己在菠菜类手游中的成绩。以《FaFaFa》为例，这款产品的Facebook主页拥有14.78万用户关注。在线下推广面，同样在东南亚市场推出菠菜类手游产品的博雅互动，曾在2016年第三季度，组织了线下国际扑克大赛。该公司从260万名玩家中，选出300名用户前往澳门参加全球总决赛。据悉，在过去的第三季度里，博雅互动收入为1.85亿元，净利润为7299.3万元，同比增长7.7%。但是，在另一方面，虽然菠菜类手游产品收入可观，但该类游戏产品存在玩法固化，竞争同质化等缺点。据博雅互动第三季度财报显示，与2015年第三季度相比，该公司在2016年第三季度活跃用户为2243.8万人，同比下降23.6%。 |
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