20191115_艾瑞咨询_2019年中国SLG类移动游戏线上营销市场研究报告（59页）.pdf

SLG 20192 iResearch I 2018 SLG 123.5 1.1%SLG 4652.63 7.43%+SLG SLG SLG SMS2018 SLG 71.1 3.4%SLG3 1 SLG 2 SLG3 SLG 4 SLG 54 iResearch I2019 2018 2018 10.5%1.2.2019 148.4276.0562.21022.81489.21646.11918.52312.22703.62991.269.2%86.0%103.7%81.9%45.6%10.5%16.5%20.5%16.9%10.6%2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e2013-2021%5 iResearch I2019 1.2.2019 46.3%35.5%41.9%37.9%38.1%38.3%38.5%5.2%24.3%20.6%19.9%20.1%20.3%20.4%9.6%8.2%7.5%7.8%8.0%8.1%8.5%8.5%6.1%7.1%8.8%8.5%8.2%7.9%4.1%4.4%4.7%8.1%8.3%8.5%8.7%3.7%3.2%2.4%2.3%2.3%2.2%2.1%3.8%2.9%2.3%2.2%2.1%2.1%1.9%18.8%15.4%13.5%13.0%12.6%12.3%12.0%2016 2017 2018 2019e 2020e 2021e 2022e2016-2022 MOBA SLG MOBA QQ SLG SLG 6 iResearch I2019 2018 6.26 3.8%2018 ARPU Usertracker 4.10 4.56 5.21 6.03 6.26 6.436.967.397.7816.1%11.2%14.3%15.7%3.8%2.7%8.3%6.2%5.2%2014 2015 2016 2017 2018 2019e 2020e 2021e 2022emUserTracker-2014-2022%7 iResearch I 2010-2019 APP IP 8 iResearch I 2010-2013 2018-2014-2017 4G 2014 IP 9 iResearch I KOL APP APP UC 2018 APP APP TapTap 10 iResearch I2019 2018 56.5062.3954.0549.7351.5559.222018.12 2019.1 2019.2 2019.3 2019.4 2019.52018 12-2019 5 11 iResearch I2019 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 12 iResearch I 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 13 iResearch I 2018.12 2019.1 2019.2 2019.3 2019.4 2019.51 2 SLG SLG 3 MMO SLG SLG4 MMO SLG SLG 5 MMO MMO MMO MMO6 7 8 9 10 2019 SLG SLG 2018 12-2019 5 14 iResearch I+15 1 SLG 2 SLG3 SLG 4 SLG 516 iResearch ISLG SLG Simulation Game/SLG-SLG-4X SLG SLG SLG Simulation Game SLG SLG/4X EXplore(EXpand EXploit EXterminate 4X SLG SLG SLG 17 iResearch I2019 SLG SLG SLG SLG 1.SLG SLG SLG 2.2019 98.2122.1 123.5149.3185.0219.0254.224.4%1.1%20.9%23.9%18.4%16.1%2016 2017 2018 2019e 2020e 2021e 2022e2016-2022 SLG SLG SLG%18 iResearch I2019 SLG 2019H1 SLG 4617.36 8.82%2018 SLG 2019 SLG 5000 SLG SLG Usertracker mUserTracker-2018 SLG 6.26 SLG 4652.63 SLG 7.43%mUserTracker-2019H1 SLG 5.23 SLG 4617.36 SLG 8.82%19 iResearch I SLG OL SLG SLG SLG 1 357 2017 11 2 301 2015 10 3 261 2017 9 4 135 2017 9 5 OL 76 2018 10 6 68 2017 9 7 34 2018 3 8 32 2012 8 9 6 2017 6 10 5 2017 6 2018 SLG 2018 APP STORE 10 1(APP STORE SLG SLG20 iResearch I SLG SLG SLG OL 2018 SLG OL 21 iResearch I2019 SLG 1.SLG SLG 2.2019 54.068.771.187.9111.4135.0160.327.2%3.4%23.7%26.8%21.1%18.8%2016 2017 2018 2019e 2020e 2021e 2022e2016-2022 SLG SLG SLG%SLG SLG SLG 22 iResearch I SLG SLG SLG SLG ARPPU SLG SLG+23 iResearch ISLG APP APP 24 iResearch I SLG SLG SLG 1+12 1+12 25 iResearch I SLG 46.7%42.6%39.6%31.3%30.2%28.7%3.1%1 23 4 B4.SLG N=1492 2109 9 iClick26 iResearch I SLG SLG 49.1%44.5%38.6%35.8%30.7%30.7%3.1%B6.SLG N=1492 2109 9 iClick 27 iResearch I SLG SLG 28 iResearch I SLG 2017 TapTap WIKI SLG 29 iResearch I SLG SLG SLG SLG SLG CG 30 iResearch I A10.SLG N=1492 2109 9 iClick/KOL SLG 96.3%SLG SLG 48.8%42.0%41.6%36.8%31.3%3.7%31 iResearch I SLG SLG SLG ROI ROI SLG SLG 200 SLG ROI32 iResearch I SLG+SLG 33 1 SLG 2 SLG3 SLG 4 SLG 534 iResearch I SLG SLG 77.3%1822 2339 F3.F1.F5.N=1492 2109 9 iClick 2019 SLG 77.3%22.7%3.8%29.9%48.4%16.0%1.5%0.4%17 1822 2329 3039 4049 50 38.3%19.3%11.1%29.4%1.9%35 iResearch I SLG 8000 53.9%15000 59.7%SLG IT 1 F2.F6.F7.2 N=1492 2109 9 iClick 2019 SLG 3.6%7.1%18.8%3.0%1.5%8.6%6.0%17.3%8.2%1.9%5.5%3.4%4.2%4.5%6.4%/IT 3.3%16.1%26.7%23.2%18.4%5.6%6.6%3000 3,000 5,000 5,001 8,000 8,001 10,000 10,001 15,000 15,001 20,000 20,000 4.9%12.9%22.4%24.5%20.4%14.7%5,000 5000 10,000 10,001 15,000 15,001 20,000 20,001 30,000 30,00036 iResearch I SLG F4.N=1492 2109 9 iClick 2019 SLG 23.30%21.78%5.54%5.48%4.29%3.96%3.96%3.43%SLG 20+%5-6%4-5%3-4%3%37 iResearch I SLG SLG 73.0%SLG 32.6%SLG 3 SLG SLG 1 SLG 2019 SLG 1 52.3%1 29.1%15.2%2.8%0.3%0.4%13 40.5%35 18.5%6 1 16.0%5 14.1%6 11.0%A1.SLG A2.SLG N=1492 2109 9 iClick38 iResearch I SLG SLG A5.SLG;F8.N=1492 2109 9 iClick 2019 SLG 72.6%51.9%35.1%26.3%21.7%6.4%34.6%20.0%15.8%OPPO11.4%VIVO9.5%3.1%5.7%39 iResearch I SLG SLG 76.0%R 1 A5.SLG;F8.2 N=1492 2109 9 iClick 2019 SLG 76.0%24.0%2.0%17.1%28.4%29.5%17.3%3.1%2.5%10 11-100 101-500 501-1000 1001-5000 5001-10000 10000 27.9%43.0%17.8%11.3%1 23 1 40 iResearch I SLG SLG SLG A4.SLG N=1492 2109 9 iClick 2019 SLG 40.0%36.9%36.4%35.9%33.3%31.9%25.2%41 iResearch I SLG 1 SLG 33.5%SLG SLG 2019 SLG 1/52.2%40.1%31.6%23.7%23.1%16.0%0.7%360 App StoreTapTap SLG 33.5%26.6%APP 24.8%7.9%6.3%0.9%A6.SLG;B5./SLG N=1492 2109 9 iClick42 iResearch I SLG 2 SLG 2019 SLG 2 45.2%45.2%44.2%43.8%38.0%27.7%40.6%40.2%40.1%37.7%37.6%33.7%32.4%8.8%2.1%APP B1.SLG B2.N=1492 2109 9 iClick43 iResearch I SLG SLG SLG 2019 SLG A9.N=1492 2109 9 iClick 55.6%38.9%35.8%33.0%30.5%26.7%23.3%22.6%17.4%17.4%16.3%2.1%1.7%44 1 SLG 2 SLG3 SLG 4 SLG 545 iResearch I Google Ads 2015 Google Ads Universal App Campaign UAC UAC Google Ads SLG Google Ads Google Ads UAC Google Ads Google Ads CPC 46 iResearch I SLG Google Ads UAC Google Ads SLG Google Ads ROI UAC 2 4 SLG UAC 2.6 7 63%47 iResearch I Triton 2014 4 300 600 APP Triton IGG 48 iResearch I 1.2.3.SLG 4.1.Adwords UC 2.3.+17 2500+80+30%11 AppStore 49 8 Google Play 62 Google 2017 Google Play Android Excellence Game of 201749 iResearch I()x DSP Social HeroApps CPI/CPA ASO 50 iResearch I DMP 2015 10 10-2018 6 1 13.9 2.83%20.9 51 iResearch I Papaya Papaya QPS 20 1000 GDS 7 2452 iResearch I 18-40 2016 12 28-2017 1 5 11.2 53 1 SLG 2 SLG3 SLG 4 SLG 554 iResearch I+SLGSLG ARPU+SLG SLG MCN IP 55 iResearch I 2018 SLG SLG SLG 2018 2 2019 4 App Store 7 App Store 10 App Store 22 2016 7 2017 6 2016 9 2017 656 iResearch I SLG SLG SLG()VS VS57 Keep Learning 400-026-2099 58