2019 mobile game industry semi-annual report.
Editor’s note: This article is from WeChat public account “hand tour that thing (ID: sykong_com), author Jimmy, rainbow trout.
Today (September 17), QuestMobile released a semi-annual report on the 2019 mobile gaming industry.
Compared with the China Mobile Internet 2019 semi-annual report released at the end of July, the “mobile games industry semi-annual report” industry is more targeted, this report is different from the market market, traffic, users and products. The dimension reveals changes in the domestic mobile game market from June last year to June this year:
In the first half of 1.2019, the domestic mobile game market continued to pick up. In June, mobile game revenue increased by 21.5% year-on-year, while monthly active users reached 691 million.
2. The user’s attention competition in the “stock era” has become more and more fierce. In the first half of this year, the average monthly game duration of users has decreased by nearly one hour.
3. Although short videos are attracting more and more users’ attention, but short video users and popular game categories have a total overlap of more than 65%, short video marketing buys will become the next mobile game makers. Popular choice.
4. As the market enters the stage of quality vertical segmentation competition, users also begin to have obvious group stratification. At present, the overall proportion of female users has reached 47.2%, which is close to half; while the proportion of secondary groups under the age of 24 is more than 40%, showing a clear “young” trend.
5. The wind of small games is still prevalent, and the millions of MAU games have attracted a total of 200 million players.
The following is a detailed interpretation of the mobile game:
I. Market: In June, mobile game revenue increased by 21.5% year-on-year, and monthly active users reached 691 million
After the industry adjustment in the past year, the mobile game market in the first half of 2019 was in a positive trend of sustained recovery, and the income and active users continued to grow.
QuestMobile data shows that as of June this year, domestic mobile game revenue increased to 21.5% year-on-year. Although it was less than 50% growth rate in previous years, compared with 12.9% in the same period last year, the growth rate is still not small.
In terms of user data, the number of mobile game monthly active users in the first half of 2019 also showed a continuous positive development. In June, the number of monthly active users in the mobile game industry reached 691 million, a year-on-year growth rate of 7.8%. Calculated by the National Bureau of Statistics’s 2018 Chinese population of 1.395 billion, it is equivalent to half of China’s mobile games.
However, the number of monthly per-person installations, the number of users, and the length of user games in the mobile game industry have dropped significantly. The data shows that the average monthly usage time of the mobile game industry in June this year was 18.5 hours, down 5.6% year-on-year, which means that the average game time of players decreased by one hour compared with the previous year.
It is worth noting that while the product revenue and user scale of the mobile game industry continue to grow, the industry’s Matthew effect is also growing. According to the report data, in June, App MAU>1 million mobile game enterprise active user market share, Tencent and Netease mobile game active users accounted for up to 56.9%, most of the active users from Tencent Mobile game products.
The active users of the head game makers are mainly based on several fist products. In June, the number of mobile game App MAU>1 million affiliated companies was statistically aggregated. Tencent’s share was 20.3%, while Netease’s was 9.1%. Interestingly, Out Fit 7 and the heroes have won the T in addition to the two giants.The OP3 and TOP4 positions accounted for 4.9% and 3.5%, respectively.
Second, traffic: short video and mainstream medium and heavy game users overlap rate is more than 60%, Huawei ranks channel download volume TOP2
The mobile game industry is now entering the stage of “stock competition”. In the traffic segment, the mobile smart terminal channel that has mastered the user portal still has outstanding advantages. QuestMobile data shows that in June 2019, the mobile game channel download volume TOP5, in addition to the fourth application treasure, the rest are mobile smart terminal channels. The App Store is stable at TOP1, and the mobile game channel downloads far exceed the second-ranked Huawei application market.
From the pre-sales situation of major smartphone brands, the traffic of Huawei’s application market channels and other domestic mobile smart terminal channels will further increase. The semi-annual report of 2019 China’s smart terminal market released by QuestMobile shows that under the overall decline of smartphone sales, Huawei’s mobile phone sales are still growing, and the gap between market share and Apple has narrowed to 1.88%, while Huawei, OPPO, vivo and Xiaomi have four The mobile phone brand market share has further expanded to 65.7%.
On the other hand, the download volume of multiple head-to-hand mobile channels increased in June, but the year-on-year difference in the newly installed active conversion rate showed a different degree of decline. To a certain extent, it also reflects that in the case of increasingly fierce competition in the industry and higher and higher user experience thresholds, the way of pure channel buying is facing changes.
Beyond the channel, when it comes to traffic entry,