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空间小游戏联手QQ玩一玩,办了一场小游戏的年度盛典

2018-12-25 16:45| 发布者: steven| 查看: 2039| 评论: 217

2018年是小游戏的爆发年,游戏开发者以热情争相入局,而社交平台巨头的加码更是让行业呈现出百花齐放之姿。腾讯旗下的QQ空间小游戏和玩一玩正是其中的两股主要力量,驱动着小游戏行业的井喷。12月24日,“聚变共赢——2018年空间小游戏&玩一玩开发者峰会”在深圳举行,逾600家游戏厂商齐聚一堂探讨小游戏行业的机遇与未来。QQ空间小游戏及玩一玩的产品、技术及运营代表为各大厂商回顾了两大平台今年的发展成果,还公布了腾讯H5小游戏联盟上线等利好政策,并为年度优秀小游戏颁奖。

引爆腾讯系超级流量池,H5小游戏联盟上线

2014年《围住神经猫》爆款游戏的出现,带来了h5小游戏的第一轮爆发,然而紧接着就是好几年的暗淡期。期间,不少厂商都退出了这一领域,但QQ空间却坚持投入,近两年也探索出了一条新的路子。而随着行业的爆发,小游戏的生态正在扭转,“我们借助现有的积累,以较低的成本打造小游戏的发行体系,提升用户活跃和商业化价值。” QQ空间游戏运营总监罗辛辛表示。

基于这样的洞察,空间小游戏正式推出“腾讯H5小游戏联盟”。QQ空间游戏运营负责人曹兰兰在会上介绍说,该联盟将向玩一玩、腾讯视频、腾讯网等腾讯内各大流量平台输送优质小游戏产品,同时提供平台搭建、支付和结算的一站式服务,实现对小游戏最大化的流量支持。联盟将根据不同渠道用户的特点,有针对性地分发合适的小游戏。

曹兰兰进一步举例说,腾讯视频、手Q阅读属于粉丝IP属性比较高的平台,我们会针对性地推荐IP偶像类、模拟养成类游戏,而像腾讯网、腾讯新闻类的网站男性用户偏多,我们则会推送体育、历史、军事类的游戏。

“可以说,小游戏联盟实现了合作渠道、CP合作伙伴以及小游戏平台本的三方共赢。”罗辛辛补充道。

小游戏变现新机遇,广告助力收益最大化

QQ和QQ空间作为社交平台,休闲类游戏更易受青睐。而据QQ支付联合产品部总经理贺飏表示,这类活跃向的游戏,通过广告分成的收入不见得会比付费类游戏少,广告将成为小游戏开发者的新机遇。

“在国外,通过广告变现的模式已经是非常成熟的商业模式,但是在国内还是有非常大的空间可以去突破。”QQ厘米秀游戏产品负责人杨三金以玩一玩平台为例进行了介绍,《引力球》等多款小游戏的流水均超千万以上。他表示,空间小游戏及玩一玩均接入了腾讯广点通系统,依托腾讯的大数据的用户画像进行个性化广告内容推荐,解决了开发者们对于广告内容推荐机制的担忧。

而对于广告会干扰玩家体验的担忧,杨三金也提出了广告变现的优化思路:第一是游戏设计初期要考虑好广告设计方案,而不是做完了一款游戏再去筛广告;第二,广告和游戏本身玩法结合可提升转化率;第三,广告体验的设计可提升转化率。

“对于整个行业来说,未来一定是‘产品为王’,在理解用户需求的基础上,平台和开发者们共同做出努力,才能让小游戏市场更加健康和持续地发展。”在谈到行业的未来发展时,贺飏说道。随着H5小游戏的迅猛发展, QQ空间小游戏及玩一玩将与游戏厂家携手并进,打造多款现象级精品游戏,释放QQ亿级年轻流量的巨大商业潜能。


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