如何在Google Play获得420亿分成？全球手游推广策略解析

如何在Google Play获得420亿分成？全球手游推广策略解析

How to Earn $4.2 Billion on Google Play? Global Mobile Game Promotion Strategies

2015年5月4日 | 标签：google play, 手游出海, 手游推广 | 来源：手游那点事

据统计，2014年Google Play在全球与开发者分成高达70亿美元，折合人民币420亿元。全球同时运行的安卓设备约10亿台，其中75%用户下载过游戏，这意味着一个超过7.5亿玩家的庞大市场。

According to statistics, in 2014 Google Play shared $7 billion with developers globally, equivalent to 42 billion RMB. With approximately 1 billion active Android devices worldwide and 75% of users downloading games, this represents a market of over 750 million players.

1. 上线前测试：挖掘种子用户

1. Pre-launch Testing: Finding Seed Users

Google Play提供"Beta Test"测试平台，帮助开发者在全球发布前调试游戏。开发者上传测试包后，可通过广告或购买方式组建目标测试群体。

Google Play offers a "Beta Test" platform to help developers debug games before global release. After uploading test packages, developers can build target test groups through ads or purchases.

同时，预注册功能在日韩地区非常受欢迎。用户只需在展示页点击注册按钮，游戏发布时会收到通知。

Additionally, the pre-registration feature is very popular in Japan and Korea. Users simply click the register button on the display page and will receive a notification when the game is released.

2. 免费工具助力中小开发商

2. Free Tools for Small/Medium Developers

1) Google Play Games Services
类似苹果用户中心的服务，2014年上半年新增近1亿用户。

1) Google Play Games Services
Similar to Apple's Game Center, it gained nearly 100 million new users in the first half of 2014.

2) Player Analytics
提供详细的数据分析功能，帮助开发者了解用户行为。

2) Player Analytics
Offers detailed analytics to help developers understand user behavior.

3) 支付方式
支持运营商付费(50+国家地区)、礼品卡(日本/香港等)和Paypal。

3) Payment Methods
Supports carrier billing (50+ countries), gift cards (Japan/Hong Kong), and Paypal.

3. 应用商店优化(ASO)六大关键

3. Six Key ASO Strategies

1) 游戏展示页
改版后视频/截屏和评分更显眼，"一句话评论"尤为重要。

1) Game Display Page
After the redesign, videos/screenshots and ratings are more prominent, with "one-line reviews" being particularly important.

2) Icon设计
不同国家可设计不同Icon，如韩国偏好女性角色。

2) Icon Design
Different icons for different countries, e.g. female characters preferred in Korea.

3) 定价策略
欧美偏好".99"结尾，日台市场则适合整数定价。

3) Pricing Strategy
".99" endings preferred in US/UK, while integer pricing works better in Japan/Taiwan.

4) 包体大小
在保证画质前提下尽量压缩包体。

4) Package Size
Compress package size while maintaining quality.

5) 版本迭代
欧洲开发商尝试每周更新，有效提高留存率。

5) Version Updates
European developers try weekly updates to effectively improve retention.

6) 用户评论
及时回复评论可改善用户印象和评分。

6) User Reviews
Timely responses can improve user impressions and ratings.

结语：虽然Google Play在国内活跃度较低，但在海外市场与App Store平分秋色，手游出海必须精通其运营推广之道。

Conclusion: Although Google Play has low activity in China, it competes equally with App Store overseas. Mastering its operation and promotion is essential for global mobile game expansion.