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Time is money. And if you are spending your time staring at a mobile phone, then that is where the money is. Advertisers know that – eMarketer expects ad spending on mobiles to grow 92 per cent this year. But the mobile gaming world is struggling to win its fair share of those ad dollars. 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eMarketer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。 Android users spend a third of their device time playing games, says Flurry, an analytics company owned by Yahoo. By comparison, Facebook gets 17 per cent of phone time. But advertising in mobile games – about $6bn a year – is less than Facebook’s mobile ad revenue. The business model is different – for now: mobile games make their money from in-app purchases, to the tune of $18bn this year, with sales growing 20 per cent annually. 雅虎(Yahoo)旗下的分析公司Flurry表示，Android用户使用手机的三分之一时间花在玩游戏上。相比之下，Facebook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Facebook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%。 But the growth in mobile ad spending is a lost opportunity for the gaming industry. One reason is that no one has quite figured out how to do mobile game ads well. Banner ads are tacky. And ads that are successful demand a lot of development work – such as the virtual Lexus in Real Racing 3 (by Electronic Arts). Some companies, such as Tencent, eschew ads altogether. But as it is, mobile games are less lucrative than their console counterparts. Average revenue per user in mobile games is only one-tenth of the Arpu for console games, according to Interpret. | 
