手机游戏蕴藏广告商机 另一块大蛋糕招人眼球
<p><span word="Time">Time</span> <span word="is">is</span> <span word="money">money</span>. <span word="And">And</span> <span word="if">if</span> <span word="you">you</span> <span word="are">are</span> <span word="spending">spending</span> <span word="your">your</span> <span word="time">time</span> <span word="staring">staring</span> <span word="at">at</span> <span word="a">a</span> <span word="mobile">mobile</span> <span word="phone">phone</span>, <span word="then">then</span> <span word="that">that</span> <span word="is">is</span> <span word="where">where</span> <span word="the">the</span> <span word="money">money</span> <span word="is">is</span>. <span word="Advertisers">Advertisers</span> <span word="know">know</span> <span word="that">that</span> – <span word="eMarketer">eMarketer</span> <span word="expects">expects</span> <span word="ad">ad</span> <span word="spending">spending</span> <span word="on">on</span> <span word="mobiles">mobiles</span> <span word="to">to</span> <span word="grow">grow</span> 92 <span word="per">per</span> <span word="cent">cent</span> <span word="this">this</span> <span word="year">year</span>. <span word="But">But</span> <span word="the">the</span> <span word="mobile">mobile</span> <span word="gaming">gaming</span> <span word="world">world</span> <span word="is">is</span> <span word="struggling">struggling</span> <span word="to">to</span> <span word="win">win</span> <span word="its">its</span> <span word="fair">fair</span> <span word="share">share</span> <span word="of">of</span> <span word="those">those</span> <span word="ad">ad</span> <span word="dollars">dollars</span>.</p><p>时间就是金钱。如果你花时间盯着手机看，那就是潜在的盈利机会。广告商知道这个道理——市场研究公司<span word="eMarketer">eMarketer</span>预测今年手机广告支出将增长92%。但移动游戏行业似乎难以争取到其中的合理份额。</p><p><span word="Android">Android</span> <span word="users">users</span> <span word="spend">spend</span> <span word="a">a</span> <span word="third">third</span> <span word="of">of</span> <span word="their">their</span> <span word="device">device</span> <span word="time">time</span> <span word="playing">playing</span> <span word="games">games</span>, <span word="says">says</span> <span word="Flurry">Flurry</span>, <span word="an">an</span> <span word="analytics">analytics</span> <span word="company">company</span> <span word="owned">owned</span> <span word="by">by</span> <span word="Yahoo">Yahoo</span>. <span word="By">By</span> <span word="comparison">comparison</span>, <span word="Facebook">Facebook</span> <span word="gets">gets</span> 17 <span word="per">per</span> <span word="cent">cent</span> <span word="of">of</span> <span word="phone">phone</span> <span word="time">time</span>. <span word="But">But</span> <span word="advertising">advertising</span> <span word="in">in</span> <span word="mobile">mobile</span> <span word="games">games</span> – <span word="about">about</span> $6<span word="bn">bn</span> <span word="a">a</span> <span word="year">year</span> – <span word="is">is</span> <span word="less">less</span> <span word="than">than</span> <span word="Facebook">Facebook</span>’<span word="s">s</span> <span word="mobile">mobile</span> <span word="ad">ad</span> <span word="revenue">revenue</span>. <span word="The">The</span> <span word="business">business</span> <span word="model">model</span> <span word="is">is</span> <span word="different">different</span> – <span word="for">for</span> <span word="now">now</span>: <span word="mobile">mobile</span> <span word="games">games</span> <span word="make">make</span> <span word="their">their</span> <span word="money">money</span> <span word="from">from</span> <span word="in">in</span>-<span word="app">app</span> <span word="purchases">purchases</span>, <span word="to">to</span> <span word="the">the</span> <span word="tune">tune</span> <span word="of">of</span> $18<span word="bn">bn</span> <span word="this">this</span> <span word="year">year</span>, <span word="with">with</span> <span word="sales">sales</span> <span word="growing">growing</span> 20 <span word="per">per</span> <span word="cent">cent</span> <span word="annually">annually</span>.</p><p>雅虎(<span word="Yahoo">Yahoo</span>)旗下的分析公司<span word="Flurry">Flurry</span>表示，<span word="Android">Android</span>用户使用手机的三分之一时间花在玩游戏上。相比之下，<span word="Facebook">Facebook</span>占手机使用时间的17%。然而手机游戏广告（一年约60亿美元）却少于<span word="Facebook">Facebook</span>的手机广告收入。两者商业模式不同，至少目前如此：手机游戏广告商通过应用内消费来赚钱，今年销售额为180亿美元左右，年度销售增幅达20%。</p><p><span word="But">But</span> <span word="the">the</span> <span word="growth">growth</span> <span word="in">in</span> <span word="mobile">mobile</span> <span word="ad">ad</span> <span word="spending">spending</span> <span word="is">is</span> <span word="a">a</span> <span word="lost">lost</span> <span word="opportunity">opportunity</span> <span word="for">for</span> <span word="the">the</span> <span word="gaming">gaming</span> <span word="industry">industry</span>. <span word="One">One</span> <span word="reason">reason</span> <span word="is">is</span> <span word="that">that</span> <span word="no">no</span> <span word="one">one</span> <span word="has">has</span> <span word="quite">quite</span> <span word="figured">figured</span> <span word="out">out</span> <span word="how">how</span> <span word="to">to</span> <span word="do">do</span> <span word="mobile">mobile</span> <span word="game">game</span> <span word="ads">ads</span> <span word="well">well</span>. <span word="Banner">Banner</span> <span word="ads">ads</span> <span word="are">are</span> <span word="tacky">tacky</span>. <span word="And">And</span> <span word="ads">ads</span> <span word="that">that</span> <span word="are">are</span> <span word="successful">successful</span> <span word="demand">demand</span> <span word="a">a</span> <span word="lot">lot</span> <span word="of">of</span> <span word="development">development</span> <span word="work">work</span> – <span word="such">such</span> <span word="as">as</span> <span word="the">the</span> <span word="virtual">virtual</span> <span word="Lexus">Lexus</span> <span word="in">in</span> <span word="Real">Real</span> <span word="Racing">Racing</span> 3 (<span word="by">by</span> <span word="Electronic">Electronic</span> <span word="Arts">Arts</span>). <span word="Some">Some</span> <span word="companies">companies</span>, <span word="such">such</span> <span word="as">as</span> <span word="Tencent">Tencent</span>, <span word="eschew">eschew</span> <span word="ads">ads</span> <span word="altogether">altogether</span>. <span word="But">But</span> <span word="as">as</span> <span word="it">it</span> <span word="is">is</span>, <span word="mobile">mobile</span> <span word="games">games</span> <span word="are">are</span> <span word="less">less</span> <span word="lucrative">lucrative</span> <span word="than">than</span> <span word="their">their</span> <span word="console">console</span> <span word="counterparts">counterparts</span>. <span word="Average">Average</span> <span word="revenue">revenue</span> <span word="per">per</span> <span word="user">user</span> <span word="in">in</span> <span word="mobile">mobile</span> <span word="games">games</span> <span word="is">is</span> <span word="only">only</span> <span word="one">one</span>-<span word="tenth">tenth</span> <span word="of">of</span> <span word="the">the</span> <span word="Arpu">Arpu</span> <span word="for">for</span> <span word="console">console</span> <span word="games">games</span>, <span word="according">according</span> <span word="to">to</span> <span word="Interpret">Interpret</span>.</p>
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