201896_艾瑞咨询_2018年中国移动游戏行业研究报告（56页）.pdf

20182 H5 2017 1489.2 45.6%6.03 15.7%MOBA IP 30 IP 19 2016 2017 536.19 SMS3 12 3 44 2018 1/3 1.PC PC 2.3.2018 1.Newzoo 2017 Global Games Market Report 2.44444676519757186474707967189211051436178923555.2%11.1%10.0%13.2%9.3%32.9%23.9%30.0%24.6%31.6%2012 2013 2014 2015 2016 20172012-2017%15%19%21%25%27%33%5 2018 1.PC PC 2.3.2018 72.3%65.7%56.3%45.8%33.9%29.5%24.8%20.6%17.2%14.6%17.7%18.7%15.1%8.9%6.6%4.3%3.2%2.4%13.1%16.6%25.0%39.2%57.2%62.1%66.7%69.4%70.9%1.8%4.1%6.8%9.5%2012 2013 2014 2015 2016 2017 2018e 2019e 2020e2011-2020 PC PC PC H5 PC PC 1 PC 26 2018 2017 1489.2 45.6%2017 1.2.2018 62.4 87.7148.4276.0562.21022.81489.21937.12323.62647.848.5%40.6%69.2%86.0%103.7%81.9%45.6%30.1%20.0%14.0%2011 2012 2013 2014 2015 2016 2017 2018e 2019e 2020e2011-2020%7 2018 2017 6.03 15.7%2017 mUserTracker.2018.6,400 1 3.53 4.10 4.56 5.21 6.03 6.5916.1%11.2%14.3%15.7%9.3%2013 2014 2015 2016 2017 2018emUserTracker-2011-2017%8 2017 2016 2017 73 Outfit7 3 53.3%2013 19 26 201.01 44.1%2014 26 33 218.05 87.0 2015 30 52 456.36 94.2%2016 37 30 426.6 97.9%2017 47 60 536.19 86.7%9 2018 2015 2015 2016 2017 2018H10 1 2 3 4 11 2018 MOBA MOBA 2017 mUserTracker.2018.6,400 1 10%34%22%24%2%9%3%5%3%4%27%4%25%4%2%3%1%3%5%10%0%10%20%30%40%50%60%70%80%90%100%mUserTracker-2017-2018 MOBA 12 2018+2017 MOBA mUserTracker.2018.6,400 1 50%41%24%16%9%6%5%5%4%3%0%10%20%30%40%50%mUserTracker-2017-2018 MOBA 13 2018 MOBA APP MOBA StoreTracker,400 1 15%7%5%4%4%4%4%4%4%4%3%11%10%3%1%4%1%5%1%1%1%1%2%4%0%4%8%12%16%MOBA StoreTracker-2017-2018 1.2.=/3.=/14 2018 12 PC 2017 PC 12 2 MMORPG 2015 2 2017 IP PC mUserTracker.2018.6,400 1 178.6%4.8%4.8%3.3%1.4%0.8%0%50%100%150%mUserTracker-2017 12 15 2017 APP STORE TOP10 1 100.0%11 24.1%21 10.7%1 100.0%12 22.2%22 10.7%3 97.3%13 2 19.7%23 3 9.0%4 78.4%14 Fate/Gran Order 19.2%24 8.5%5 62.5%15 3D 16.2%25 7.9%6 57.0%16 15.3%26 6.8%7 46.0%17 15.3%27 6.6%8 35.3%18 13.7%28 6.3%9 32.9%19 H5 12.6%29 6.0%10 28.8%20 12.3%30 5.8%2017 TOP30IP IP IP 20 48 10%IP APP STORE=10/36516 2017-2018 2 roguelike 3D 2017-2018 17 1 2 3 4 18 2018 APP CP StoreTracker,400 1 StoreTracker-2017-2018 APP APP APP19-QQ 2017 12 27 APP CP StoreTracker,400 1 1.APP 2.APP APP 30 APP23.1%10.3%7.0%7.0%6.9%5.9%5.2%5.1%4.7%4.2%4.1%2.4%14.1%MOBA StoreTracker-2018.01 2.9%3.1%3.7%5.3%1.2%0.9%2.1%3.1%1.0%0.8%MOBA StoreTracker-2018.01 APP QQ QQ 2 4399 TOP30 TOP30 TOP3020-360 360 2 360 StoreTracker,400 1 1.APP 2.APP APP 30 APP24.6%9.6%6.6%6.0%5.9%5.9%5.8%5.7%5.5%4.1%4.1%3.1%13.0%MOBA StoreTracker-2018.01 360 3.4%3.7%1.0%2.3%2.8%4.3%2.5%1.1%0.8%MOBA StoreTracker-2018.01 360 APP 2QQ 4399 TOP30 TOP30 TOP30 TOP3021-MIUI StoreTracker,400 1 1.APP 2.APP APP 30 APP29.0%9.8%6.6%5.7%5.6%5.6%5.4%5.3%4.7%4.1%1.9%1.8%14.4%MOBA StoreTracker-2018.01 3.8%3.4%1.5%0.8%2.0%1.0%2.8%3.3%1.0%1.3%1.1%MOBA StoreTracker-2018.01 APP H5 2 4399 JJ QQ TOP30 TOP3022 2018 TapTap 23 1 2 3 4 24 2017 MMORPG 24 25-30 mUserTracker.2018.6,400 1 56.8%58.0%43.2%42.0%2016 2017 mUserTracker-2017 24.7%30.1%21.5%13.6%10.1%31.3%26.4%23.6%12.7%6.0%24 25-30 31-35 36-40 40 mUserTracker-2017 2016 201725 2017 mUserTracker.2018.6,400 1 9-12%6-9%4-6%2-4%2%1.%2.mUserTracker-2017 26 2017 8 10 10 mUserTracker.2018.6,400 1 15.9416.59 16.78 16.6516.18 16.2214.2913.4013.0311.89 11.89 12.0146.4242.0745.2947.3452.34 51.9156.0764.7160.6869.4263.6467.21201701 201702 201703 201704 201705 201706 201707 201708 201709 201710 201711 201712mUserTracker-2017=/27 1 2 3 4 28 15 16 2017 ICEY 2017 29 30 H5 2014 H5 2017 10 2017 H5 H5 2018 H5 2018 H5 H5 H5 H5 H5 31 H5 H5 100 2000+H5 CP H5 H5 H5 12 32 12 3 433 2017 12 84.22%1 A 2 2017 TOP10 1 650.10 68.21%2 269.85 49.08%3 35.57 65.78%4 H5 32.90 100.68%5 30.83 70.39%6 21.79 70.00%7 16.54 4.80%8 3D 15.36 84.22%9 2 14.42 50.84%10 MU 12.04-16.62%34 2017 5 37.8%43.65%1 A 2 43.65%18.12%2.39%2.21%2.07%1.46%1.11%1.03%0.97%0.81%26.18%2017 35 2017 3 3 2 100%1/3 10 14 2017 IO 1.2 10%3-50%0%50%100%150%0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 152017 39.94%36-2+QQ Q fly 2017 8000 H5 H5 PC IP 2017 4 CP 10 6 2018 37-2017 2 2017 2018/2017-2018 2017 2 2 1 5000 Sky X 3 38-2018 IP logo 2018 2018 IP SNH48 AR IP 39 IP-1+12 2018 IP IP IP IP IP 20 IP PK MMO IP h5/IP IP IP 20 IP 40 IP-IP IP 2018 IP IP 1.0 IP 2.0 IP 3.0 IP IP IP 2015 IP IP IP IP 3.0 IP IP IP IP IP IP41 IP-2018 H5 IP 2017 11 AppStore H5 IP IP H5 H542-IP+2-IP43-44-IP&45-+2018 DY2D PCDY2D mobileDY3D PC APPDY2D PC 2D DY3D 2D 3D API DY2D mobile 46-MMORPG+2018 IP MMORPG 10 7 IP IP 47-IP 2018 IP 3 IP IP 3 2017 11 2 2760 IP48 12 3 449 CRL KPL QQ S CFML 2017 QQ 2018 2018 50 PC 3A PC 287759Vivo Nex 284227 6 282275 IP PS4 PS4 PC VI PC Inside Xbox One:3DS51 2017 2018 3 mUserTracker.2018.6,400 1 36.4%37.5%40.5%40.3%41.0%39.5%37.3%33.7%35.2%33.6%33.1%33.5%0%5%10%15%20%25%30%35%40%45%201707 201708 201709 201710 201711 201712 201801 201802 201803 201804 201805 2018062017-2018 52 2018 53 APRU=x x ARPU ARPU ARPU ARPU 54 Keep Learning 400-026-2099 55