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src="data:image/png;base64,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"><sup id="newshotnum" style="display: none;"></sup></a> </p><p class="names">作者：邱智麗 ? 實(shí)習(xí)生熊嘉藝責(zé)編：彭海斌</p><div id="ttcxztj" class="m-smallshare"></div></div> <div id="rr7fxw7" class="intro"> 在“就地過年”號(hào)召下，減少外出和聚集性活動(dòng)催生新一輪“宅經(jīng)濟(jì)”熱潮，游戲市場(chǎng)再度火熱。 </div> <div id="gm2kig7" class="m-txt"><div class="njx2n77" id="multi-text" class="f-cb"><p>在《動(dòng)物森友會(huì)》里穿新衣、貼福字、收紅包，或在《江南百景圖》里逛燈會(huì)、放鞭炮、舞獅子，對(duì)于游戲愛好者而言，虛擬游戲世界同樣充滿節(jié)日儀式感。</p> <p>在“就地過年”號(hào)召下，減少外出和聚集性活動(dòng)催生新一輪“宅經(jīng)濟(jì)”熱潮，游戲市場(chǎng)再度火熱。</p> <p><img alt="" src="https://imgcdn.yicai.com/uppics/images/2021/02/5f6dfd1463d9a5aeae4ebb25e162e998.jpg" style="width: 600px; height: 315px;" /></p> <p><strong>游戲公司團(tuán)戰(zhàn)春節(jié)檔</strong></p> <p>今年春節(jié)期間，各手游廠商紛紛上線春節(jié)活動(dòng)，以求瓜分春節(jié)這塊“大蛋糕”。據(jù)DataEye-ADX移動(dòng)游戲廣告買量周報(bào)數(shù)據(jù)顯示，2月第一周共有424款新品買量，環(huán)比漲幅達(dá)30%，受春節(jié)檔影響，頭部榜單中消除類、答題類休閑游戲占比持續(xù)上升。</p> <p>早在一月份，游戲行業(yè)備戰(zhàn)春節(jié)檔勢(shì)頭已經(jīng)凸顯。據(jù)DataEye-ADX手游買量1月報(bào)告顯示，包括三七互娛《榮耀大天使》、網(wǎng)易《天諭》、四三九九《神將三國》在內(nèi)的多款大廠新品手游買量搶占春節(jié)檔，帶動(dòng)1月日均新增買量素材環(huán)比上漲12%，達(dá)到29495組。</p> <p>疫情管控政策趨嚴(yán)，增加了用戶春節(jié)居家時(shí)長，更是利好游戲公司市場(chǎng)表現(xiàn)。這一趨勢(shì)在去年已經(jīng)有所顯現(xiàn)，受疫情影響，居民戶外娛樂方式受限，游戲行業(yè)表現(xiàn)強(qiáng)勁。</p> <p>去年春節(jié)期間，iOS暢銷榜頭部游戲單日流水相比平日有25%-131%的增長，從iOS端整體下載量和收入來看，2020年春節(jié)期間游戲下載量環(huán)比增長66.2%，同比增長55.8%，收入環(huán)比增長18.3%，同比增長28.1%，增幅顯著。2020年除夕《王者榮耀》當(dāng)天流水高達(dá)20億元，《和平精英》同日流水超2億元，《陰陽師》創(chuàng)下單日最佳成績。</p> <p>游戲公司自然不會(huì)錯(cuò)過春節(jié)這一最佳營銷期，它們往往會(huì)在游戲內(nèi)推出節(jié)日活動(dòng)，以拉動(dòng)流水與日活增長。</p> <p>據(jù)第一財(cái)經(jīng)觀察，《王者榮耀》、《和平精英》均上線了春節(jié)限定皮膚、《夢(mèng)幻西游》手游上線春節(jié)限定禮盒、時(shí)裝等。“幾乎所有手游春節(jié)都會(huì)出限定皮膚、限定角色。通常皮膚的價(jià)格比較固定，從幾十到一百多不等，一些抽卡游戲如要集齊，則可能花費(fèi)數(shù)千元。”資深游戲玩家周曉緣告訴第一財(cái)經(jīng)。</p> <p>從數(shù)據(jù)上來看，皮膚的確是游戲收入的一大來源。中信建投報(bào)告顯示，去年春節(jié)期間，《王者榮耀》“魯班黑桃隊(duì)長”皮膚銷售數(shù)量超1億套，“飛衡韓信”皮膚銷售近2000萬套。此外，“鼠年限定典韋”“伽羅太華”等多款皮膚，均實(shí)現(xiàn)超百萬套的銷量?；诖藬?shù)據(jù)計(jì)算，2020年春節(jié)《王者榮耀》皮膚活動(dòng)帶來的增量流水可達(dá)到超50億元。</p> <p>此外，針對(duì)“Z世代”人群的特殊消費(fèi)偏好，游戲廠商也開發(fā)出更多的營銷方式。</p> <p>部分二次元題材游戲，在春節(jié)期間與熱門動(dòng)漫、視頻平臺(tái)開展IP聯(lián)動(dòng)。如《決戰(zhàn)平安京》、《陰陽師》與日漫《鬼滅之刃》聯(lián)動(dòng)推出游戲內(nèi)新角色、新皮膚，后者是在B站上擁有6.1億次播放，1001.6萬追番的頭部動(dòng)漫IP。手游《原神》與B站拜年祭聯(lián)動(dòng)，在游戲內(nèi)發(fā)放兌換禮包，從用戶畫像上看，《原神》玩家與二次元屬性較強(qiáng)的B站用戶有較高的重疊度。</p> <p>另一方面，也有手游看上“Z世代”“追星”、“飯圈”屬性。如今年春節(jié)，《和平精英》聯(lián)合代言人迪麗熱巴、華晨宇、王一博、楊超越推出春節(jié)宣傳片，相關(guān)微博話題三小時(shí)內(nèi)即獲得了近百萬的點(diǎn)贊，上述四位明星擁有大量年輕粉絲群體，在“95后”、“00后”中有著廣泛的影響力。</p> <p><strong>休閑類游戲備受歡迎</strong></p> <p>一系列春節(jié)活動(dòng)，“Z世代”究竟買不買帳？</p> <p>“春節(jié)對(duì)于我們來說，的確會(huì)有更長的游戲時(shí)間、更多的游戲消費(fèi)。”97年的周曉緣對(duì)第一財(cái)經(jīng)表示，“原因有三，一是假期宅在家里，有了更多的娛樂時(shí)間。二是游戲本身推出吸引人的春節(jié)活動(dòng)，比如登陸?yīng)剟?lì)、春節(jié)皮膚等等。三是春節(jié)有了長輩給的紅包，相比平時(shí)有了更多的經(jīng)濟(jì)基礎(chǔ)。”</p> <p>以周曉緣為代表的“Z世代”正是手游行業(yè)爭(zhēng)奪的目標(biāo)用戶。</p> <p>據(jù)QuestMobile數(shù)據(jù)顯示，截止2020年11月，在月活排名前10的手游中，“Z世代”占比均超30%。頭部游戲里，王者榮耀46.7%的玩家、和平精英41.7%的玩家均為Z世代。74.5%的“Z世代”用戶線上消費(fèi)能力達(dá)到200元以上，較全網(wǎng)用戶高出13%，82.3%的“Z世代”用戶有消費(fèi)意愿，較全網(wǎng)用戶高出13.3%。</p> <p>在采訪中，幾乎所有被問到的“95后”玩家均表示，春節(jié)期間會(huì)投入更長的游戲時(shí)間。“許多手游春節(jié)會(huì)有開黑獎(jiǎng)勵(lì)，會(huì)和線上網(wǎng)友約著玩，春節(jié)假期和朋友出門也經(jīng)常會(huì)約一把游戲。”00后玩家李佳瑞向第一財(cái)經(jīng)記者表示，相約線下手游“開黑”已經(jīng)成為“Z世代”主要的春節(jié)娛樂活動(dòng)。</p> <p>手游消費(fèi)上，大部分“Z世代”受訪者表示，消費(fèi)行為多集中在游戲內(nèi)，如抽新角色、買限定皮膚等。“比如在王者榮耀里，我購買皮膚上的消費(fèi)能占到90%，尤其是一些限定款的皮膚，如果錯(cuò)過，等返場(chǎng)就需要一年。”李佳瑞說。</p> <p>在上海獨(dú)自過年的陳潔用三天時(shí)間布置了《動(dòng)物森友會(huì)》里的小島，在島上她和小動(dòng)物一起逛花市、放煙花、打麻將還吃了年夜飯，如同電影市場(chǎng)賀歲片多以合家歡喜劇片為主，在游戲中能和朋友共同度過新年，也排解了她無法回家過年的孤獨(dú)感。</p> <p>從游戲類別來看，休閑小游戲頗受玩家青睞，其中以《合成大西瓜》為代表的消除類休閑小游戲?qū)掖蔚巧蠠崴选Ｔ贏pp Store游戲榜單免費(fèi)榜上，除了《王者榮耀》、《和平精英》長居榜單前十外，《歡樂斗地主》、《歡樂麻將》等棋牌類游戲，以及《翡翠大師》、《洗浴中心大亨》等模擬經(jīng)營類游戲也頗受歡迎。</p> <p>在業(yè)內(nèi)看來，節(jié)假日逐漸成為休閑類游戲的爆發(fā)突破口。一方面節(jié)假日人們有更多的時(shí)間用于游戲消費(fèi)，休閑類游戲可以滿足大部分人超碎片化時(shí)間的游戲需求。另一方面休閑類游戲以廣告變現(xiàn)為主要盈利模式，因此更易在節(jié)假日積累大量流量資源，產(chǎn)生更多變現(xiàn)效益。</p> </div><div class="w7gctji" id="jb_report">舉報(bào)</div> <div id="ms2ry2y" class="statement"><div style="margin: 0;">第一財(cái)經(jīng)廣告合作，<a href="/others/gglx.html" style="text-decoration: underline;color:#4a4a4a" 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