Steady Development | Data and Insights on Mobile Game Players in Western Europe

本文是 Newzoo 和 Google One of the cooperation project between the results of.All the size of the market calculations and predictions are based on Newzoo 2022 年 1 月更新的《全球游戏市场报告》(Global Games Market Report).

按收入计算,Western Europe isThe world's third hand tour market (After east Asia and North America),2021 Mobile game in this region the user consumption super 70 亿美元.In this article, we will share with you《全球游戏市场报告》(Global Games Market Report) Part of the data in the Western Europe market,并详细介绍《消费者洞察》(Consumer Insights) In Western Europe's hands by getting a series of data,Including the demographic data、消费情况、Like the game type and content of browsing habits. 

• 《全球游戏市场报告》(Global Games Market Report)
  https://newzoo.com/products/reports/global-games-market-report/

• 《消费者洞察》(Consumer Insights) 
  https://newzoo.com/consumer-insights/games-esports/

Western Europe's hand play house number

截至 2021 年底,Western Europe's hand play house number is as high as 2.09 亿.根据 2022 年 1 月更新的《全球游戏市场报告》的分析,Western Europe's hand play number growth rate is expected to more than other mature mobile game market.预测表示,在 2019 年至 2024 年间,Western Europe's hand play home to 2.3% 的年均复合增长率 (CAGR) 增长,While North America and east Asia, respectively 0.8% 和 2.2%.

Due to the southeast Asia、拉丁美洲、Booming emerging markets such as India and the Middle East and Africa, well,Overall global growth will improve (预计 2019 年至 2024 Global average annual compound growth rate of 4.4%).值得注意的是,Western Europe a lot of (高) Consumption means that the region's game revenue will also be a significant boost.

Western Europe's mobile game income

2021 In Western Europe in the mobile game user consumption as much as 72 亿美元 (Without advertising revenue).虽然 2020 年至 2021 During the mobile game revenues are still growing,But at a slightly slower growth than previous.

2020 年至 2021 Not only Western Europe during the period of years mobile game slowing income.Due to the outbreak limits the travel,Lead to the return of many old players and new players to join.总体而言,2020 For game industry is a milestone in a year.

Though the difficulties under,并且 Apple 在 2021 In the second quarter was cancelled advertisers identifier (IDFA),从而影响了 iOS Game user growth,但从 2020 年和 2021 In Western Europe in the continued increase in the number of mobile game revenues and players we can see Western Europe of the mobile game market is still full of vitality.2021 In Western Europe Android Steady growth of mobile game users,原因有以下几点: 

• As the whole epidemic situation getting better,Mobile games participation and consumption level are stable growth.

• 由于 Apple Cancel the advertisers identifier (IDFA) 对 iOS Game developers had an impact,促使 Android Game revenues surge.Western Europe's game developers and other western mature game market, including the United States than,更倾向于在 Android 平台开发游戏,To some extent avoid the change brought about by the adverse effect.据统计,Western Europe Android Platform for mobile game revenues accounted for 55%,While North America as 35%.

Western Europe mobile game market will achieve further growth

长远来看,Western Europe's mobile game market will achieve further growth,预计到 2024 年达到 86 亿美元.Growth factors mainly include the following: 

• The hot live online form and diversity of profit model innovation (Cover the hardcore and casual type).

• To the host and PC End game company priority will be the game works into mobile devices,从而促进业务增长,拓展收入来源.例如,《Apex 英雄》(Apex Legends Mobile) 和《暗黑破坏神: 不朽》(Diablo Immortal) This year has been login mobile platform.

• Hand play method increasingly rich,And bring more immersive experience,Attracted the core game players to join the mobile platform,Thus increasing hand tour income.

• Western Europe is still have a chance to improve hand getting average consumption level,With its host games and other mature markets in the region compared to the mobile terminal of the game,Western Europe's hands by getting the average consumption level is relatively low.

• A new generation of predominantly mobile gamers gradually occupy the market (例如,ROBLOX 报告称,2021 年其 54% Revenue from mobile devices).

The above is a brief overview of the market of Western Europe games,The following gamers will be according to its main、人口统计数据、Consumption in detail for you.

Western Europe male hands by getting stronger consumption ability

In order to understandWestern Europe player behavior and motives,We investigated the French、英国、德国、意大利、西班牙、荷兰、比利时、Sweden and Finland 1 More than men to play home,Western Europe's hand play home can be divided into four consumer groups:

• 高消费群体: Spending a month超过 25 美元.

• Ordinary consumer groups: Spending a month in 5.01 美元至 25 美元之间.

• Low consumer groups: Spending a month不超过 5 美元.

• No consumer groups: Never in hand swim on consumption.

Consumer spending is higher,Male hands by getting the greater the chance of.如下图所示,In upscale men than 62%,In the ordinary consumers accounted for as 60%,Of low consumer groups accounted for 58%,No consumer groups of for 47%:

The younger consumer spending is higher.The average age of high consumption groups and the general consumer groups for 31.4 岁,And lower the average age of the consumer groups and consumer groups, respectively 33.3 岁与 36.5 岁.

与此同时,High consumption group is often the most ardent player,They will spend more time and energy on the game.We cross analysis the correlation between their game behavior and consumption habits,总结出: 

• In the high consumption groups,近 70% Game players frequency for more than a day on Wednesday,But the proportion was less than in the other groups 50%.

• 53% The upscale games a week on the mobile end more than 6 小时,In the other group is 20% Players of the game over 6 小时.

当然,The time spent in different type of game is not the same.

复杂、Competition and core：High consumption groups tend to be more complex games type

我们调查了Western Europe's hand by getting the most in the past six months to play the game type.High consumption groups tend to be more complex games core type,例如射击、冒险、格斗、Survival and role-playing game.休闲游戏,如益智游戏,Is moreThe upscale (In hand swim in less than a month 25 The dollar group) 的青睐.

当然,Game type preference is reflected in the hand play home purchase content.

In fact, each game content may be purchased by high consumption group,But compared with other groups,They buy decoration and skin more common.部分原因是,Ordinary low consumer groups and consumer groups like casual games rarely provide the choice of decoration and skin to buy.相反,Casual games within the game micro transaction value is mainly used to purchase additional strength、Steps and prop.

如上图所示,High consumption groups and the general consumer groups for in-game currency、新内容、道具、Content pass and accelerator showed a very strong purchase intention.

Content pass,Especially the season and battle passes,Is becoming more and more popular in hand swim,Because it provides a predictable distributors periodic income.Pass is the core of the Western Europe at present the most popular with distributors of mobile game main profit way,包括《使命召唤》手机版 (Call of Duty Mobile) 和《部落冲突》(Clash of Clans) 等热门游戏.

YouTube: In the play's closely watched streaming media platform in the home

Western Europe of e-sports industry in 2021 年创造了 2.096 亿美元的收入,拥有 4,700 Thousands of e-sports audience.直播观众 (Over the past six months have seen at least once a game live audience) 在 2021 年达到了 9,130 万.

Western Europe's hand play home very keen to watch the game.According to our consumer insight,45% Hand play home will watch the game,Watching a video game content groups also accounted for.

在西欧地区,YouTube Is by far the hand play has attracted much attention in the home game streaming media platform.In the audience watching the game content,超过 90% Hand play home said they were in every week YouTube Watch at least one or more times a video game.与此同时,50-60% Viewers are said to be in other platform (Twitch、Facebook、Twitter 和 TikTok) Watch more than once a week on video game.

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