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201975_艾瑞咨询_2019年中国移动游戏行业研究报告（53页）.pdf

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201975_艾瑞咨询_2019年中国移动游戏行业研究报告（53页）.pdf

20192+2018 1646.1 10.5%6.26 2.7%2018 261.3 SMS3 12 3 44 2018 1.PC PC 2.3.2019 1.Newzoo 2018 Global Games Market Report 2.467651975718647470798964892110514361789235524645.2%11.1%10.0%13.2%9.3%26.6%32.9%23.9%30.0%24.6%31.6%4.6%2013 2014 2015 2016 2017 20182013-2018%19%21%25%27%33%27%2018 3 2018 12 65 2019 1.PC PC 2.3.2018 65.6%56.3%45.8%33.9%30.0%27.1%25.5%23.5%22.2%17.7%18.7%15.1%9.0%6.8%6.1%5.3%4.3%3.6%16.7%25.0%39.2%57.1%63.2%66.8%69.2%72.2%74.2%2013 2014 2015 2016 2017 2018 2019e 2020e 2021e2013-2021 PC PC 5G 6 2019 2018 10.5%1.2.2018 148.4276.0562.21022.81489.21646.11918.52312.22703.669.2%86.0%103.7%81.9%45.6%10.5%16.5%20.5%16.9%2013 2014 2015 2016 2017 2018 2019e 2020e 2021e2013-2021%7 2019 2018 6.26 3.8%2018 ARPU Usertracker 4.10 4.56 5.21 6.03 6.26 6.4316.1%11.2%14.3%15.7%3.8%2.7%2014 2015 2016 2017 2018 2019emUserTracker-2014-2019%8 2019 2019 APP APP 9 2019 2018 261.3 2018 3 29.25 2018 8 30.5 2018%2016 286 649.6 97.9%2017 188 724.6 86.7%2018 152 261.3 96.7%2019 1-5 24 48.4 93.8%10 2019 A 2018 3 2019 2 A RPG 2015 2016 2017 2018 2019H12015-2019 11 1 2 3 4 12 2019 IP 31.4%MOBA IP Usertracker 31.4%15.2%11.2%10.6%7.1%6.9%6.8%5.4%0.4%4.9%MOBA mUserTracker-2018 1-2019 3%13 2019 MOBAMOBA MOBA 1520 Usertracker 30.2 31.0 24.7 21.0 8.1 12.0 18.0 9.1 3.8 5.9 2.0 4.8 3.7 4.6 3.3 4.4 4.5 3.9 1.9 3.4 0%10%20%30%40%50%60%70%80%90%100%mUserTracker-2018 1-2019 3 MOBA 14 2019 2018 MOBA Usertracker 44%34%23%19%16%13%12%10%8%7%MOBA mUserTracker-2018 1-2019 3%15 2019 MOBA 2018 MOBA 1.2.=/3.=/StoreTracker 17.5 4.3 4.7 8.2 8.1 4.5 6.5 6.8 4.2 1.0 1.4 0.9 10.4 5.8 5.0 3.2 2.6 1.1 1.1 0.9 0.6 0.5 0.3 0.2 MOBA StoreTracker-2018 1-2019 3%16 2019 2017 2018 6/Usertracker 18.2%13.1%10.5%10.1%5.2%3.5%3.4%3.1%3.1%2.8%QQ JJ QQ mUserTracker-2018 1-2019 3 17 2019 QQ Usertracker 10.1%8.4%7.7%5.2%3.8%3.4%3.1%3.1%2.9%2.7%QQ mUserTracker-2018 1-2019 3 18 2018 TOP30 B2018 13 3 2018 APP STORE 1 2015 8 11 2018 6 21 3 2016 9 2 2015 2 12 MT4 2018 7 22 2017 12 3 QQ 2017 11 13 2015 12 23 3D 2018 8 4 2015 8 14 2017 5 24 2017 10 5 2017 6 15 Fate/Grand Order 2016 9 25 2018 10 6 2018 1 16 2017 5 26 2016 6 7 2016 4 17 2018 6 27 2018 6 8 QQ 2018 2 18 2018 6 28 2015 12 9 2016 8 19 OL 2018 9 29 2018 9 10 2017 8 20 2018 9 30 FIFA 2018 5 2018 APP STORE TOP10 19 2018-2019 MT4 MMORPG 20 1 2 3 4 21 2019 2018 2 56.5062.3954.0549.7351.5559.222018.12 2019.1 2019.2 2019.3 2019.4 2019.52018 12-2019 5 22 2019 2019 1 2 5.144.023.894.214.545.200.91%0.64%0.72%0.85%0.88%0.88%2018.12 2019.1 2019.2 2019.3 2019.4 2019.52018 12-2019 5 23 2018.12 2019.1 2019.2 2019.3 2019.4 2019.51 2 3 4 5 online6 7 8 online 9 10-2019 2 3 4*1 2018 12-2019 5 24 2018.12 2019.1 2019.2 2019.3 2019.4 2019.51 2 3 MMO 4 MMO 5 MMO MMO MMO MMO6 7 8 9 10 2019 2018 12-2019 5 25 1 2 3 4 26 2018 2018 ARPPU 2540 2018 2017 Usertracker 56.8%58.0%57.8%43.2%42.0%42.2%2016 2017 2018mUserTracker-2016-2018 24.7%30.1%21.5%13.6%10.1%31.3%26.4%23.6%12.7%6.0%30.5%26.6%24.4%13.0%5.5%24 25-30 31-35 36-40 40 mUserTracker-2016-2018 2016 2017 201827 2018 80%5000-10000 8.16%22.28%57.43%6.61%1.04%4.48%2018/20.59%14.92%23.37%19.44%12.33%5.67%3.68%2018 3000 3000 5000 5001 8000 8001 10000 10001 15000 15001 20000 20000 F2.N=1611 2018 12 iClick F6.N=1611 2018 12 iClick28 2019 China Joy E3 TGS 69 Usertracker 11.6010.6311.02 11.1110.9610.479.859.6210.2010.1710.22 10.309.949.5510.56 10.4944.0542.8243.45 43.3947.1448.6158.3163.8048.6349.5748.1651.6262.9160.1158.5457.242018.1 2018.2 2018.3 2018.4 2018.5 2018.6 2018.7 2018.8 2018.9 2018.102018.112018.12 2019.1 2019.2 2019.3 2019.4mUserTracker-2018 1-2019 4=/29 1 2 3 4 30 PC F2P31 2020 2018-Project XCloud-PlayStation Now-NS-Project Stream-2019 Project XCloud PlayStation Now Project Stream32 1-2 moba 5G 33-2019 4 23 5G 2019 5G 01 02 03 5G 20ms 3A 34 35 12 3 436 2018 2018 10 69.65%2017 100.68%2016 9.5 2017 12 17.6 1 A 2 2018 TOP10 1 778.00 19.67%2 285.23 5.70%3 H5 55.81 69.65%4 30.65-21.00%5-:29.88-3.08%6 Bilibili-29.37 42.67%7 27.11-23.77%8 2 25.68 17.86%9 MU 2 18.72 13.23%10 17.62 46.32%37 47.26%17.33%3.39%1.86%1.82%Bilibili 1.78%1.65%1.56%1.14%1.07%21.14%2018 2018 2016 67.0%2017 73.82%2018 78.86%10%1 A 2 38 2018 2018 11.11%2019 2+1.2 10%3-50%0%50%100%0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 152018 11.11%39-2016 PUGV 40 2018 1 23 2018 2 6 2 15 New Year 2018 2 16 3 4 pick up 2018 2 24 3 4 2018 3 4 3 18 2018 3 25 4 8 1 2018 4 8 pick up 2018 5 4 2018 5 11 5 18 2018 4 27 5 13 2018 5 18 6 4 Fate/EXTRA CCC 2018 6 19 7 12 2018 7 20 7 30 2018 8 7 8 21 II 2018 8 21 2017 2018 9 6 9 23 2018 2018 9 30 10 23 2018 2018 10 24 11 07 2018 11 12 11 26 III 2018 11 26 2017/2018 12 7 12 23-2016 9 29 Fate/Grand Order FGO FGO 2018 FGO FGO 41-8 8 42-2018 12 2018 5 20 43 2018 30.6 28.2 90%2018 4 Age of Warring Empire 4000 25 30 Clash of Kings 1000 50 23 Android Strategy TOP5 Happy Farm 2000 20 200 600 Battle Alert 3000 40 19 IOS Strategy TOP5 16 Android Action TOP10 48 5000 600044 ICEY Taptap TapTap IP MMORPG RO ICEY ICEY ACT META 200 45 2016 10 14 3 3 2 3 3d EXmiHoYo 46 12 3 447 NASA EPIC GAME 2010 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