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{"id":3115219,"date":"2019-11-10T16:02:00","date_gmt":"2019-11-10T15:02:00","guid":{"rendered":"https:\/\/4players.fdpub.de\/allgemein\/spielemarkt-marktforscher_ingame-verkaeufe_und_mikrotransaktionen_haben_einen_saettigungspunkt_erreicht\/3115219"},"modified":"2024-05-11T19:49:43","modified_gmt":"2024-05-11T17:49:43","slug":"spielemarkt-marktforscher_ingame-verkaeufe_und_mikrotransaktionen_haben_einen_saettigungspunkt_erreicht","status":"publish","type":"post","link":"https:\/\/4players.fdpub.de\/news\/spielemarkt-marktforscher_ingame-verkaeufe_und_mikrotransaktionen_haben_einen_saettigungspunkt_erreicht\/3115219","title":{"rendered":"Marktforscher: Ingame-Verk\u00e4ufe und Mikrotransaktionen haben einen S\u00e4ttigungspunkt erreicht"},"content":{"rendered":"Ingame-Verk\u00e4ufe via Mikrotransaktionen und Co. sind seit mehreren Jahren eine sehr wichtige Einnahmequellen f\u00fcr Entwickler von Pay-to-play- (Premium) und Free-to-play-Spielen. Ein Gro\u00dfteil des PC-Umsatzes (85 Prozent) und fast die H\u00e4lfte des Konsolen-Umsatzes (48 Prozent) wurden 2018 durch Ingame-K\u00e4ufe generiert – trotzdem bleiben PC und Konsolen weit hinter dem Mobile-Games-Segment zur\u00fcck. Die Einnahmen der Ingame-K\u00e4ufe auf PC sind in den letzten Monaten weitgehend konstant geblieben, w\u00e4hrend die Ums\u00e4tze im Konsolen-Bereich seit Ende 2018 langsam zur\u00fcckgehen. Diese Stagnation auf breiter Front ist laut den Marktforschern von SuperData Research<\/a> das Ergebnis einer Kombination mehrerer Faktoren.

Drei Gr\u00fcnde werden angef\u00fchrt. Erstens geben die Spieler insgesamt weniger Geld f\u00fcr Ingame-Inhalte aus, w\u00e4hrend sich die Ausgaben auf ein oder zwei Spiele konzentrieren. Zweitens k\u00f6nnen die neuen Inhalte nicht begeistern oder nicht zum Kauf von neuen Gegenst\u00e4nden animieren. Drittens sollen die Spieler immer vorsichtiger gegen\u00fcber den Monetarisierungstaktiken der Hersteller werden.

Im vergangenen Monat gaben acht Prozent der Spieler Geld f\u00fcr Ingame-Inhalte in Fortnite aus. Zwei Prozent der Spieler von Destiny 2, FIFA 20 und Madden NFL 20 nutzen Ingame-K\u00e4ufe. Allerdings soll das Gesamtpublikum f\u00fcr Spiele mit einem hohen Ausgabevolumen laut SuperData<\/a> abnehmen. So sind die Ingame-Ausgaben in Fortnite seit Anfang 2019 gr\u00f6\u00dftenteils r\u00fcckl\u00e4ufig. Rechnet man die Einnahmen auf PC, Konsole und Mobiltelefonen im September 2019 zusammen, wird die Marke von 100 Millionen Dollar nicht erreicht, wobei zu ber\u00fccksichtigen ist, dass Fortnite Kapitel 2 im Oktober aufgeschlagen wurde. Die Marktforscher heben hervor, dass die generelle Zahlungsbereitschaft sinken w\u00fcrde und sich die Spieler auf wenige Spiele konzentrieren w\u00fcrden, f\u00fcr die sie bereit w\u00e4ren, Geld auszugeben, wobei ein kontinuierlicher Strom neuer Inhalte von entscheidender Bedeutung sei, um die Spieler zu motivieren.

[GUI_600SCREENSHOT(setid=87054,id=92599990,linktext=Relative Anteile der Spieler, die jeweils Geld f\u00fcr Ingame-Verk\u00e4ufe via Mikrotransaktionen in den benannten Spielen ausgeben; Quelle: SuperData.)]
Au\u00dferdem nutzen “zu wenig Spieler” die vorhandenen Mikrotransaktionen. Die H\u00e4lfte der Spieler (51 Prozent) kauften im vergangenen Monat trotz Ver\u00f6ffentlichungen von Spielen mit vielen Mikrotranskationen wie FIFA 20 und NBA 2K20 keine zus\u00e4tzlichen Inhalte im Spiel. Die Aufmerksamkeit derjenigen zu erreichen, die sich nicht f\u00fcr Ingame-Inhalte begeistern k\u00f6nnen, sei eine gro\u00dfe Herausforderung f\u00fcr die Publisher.

[GUI_600SCREENSHOT(setid=87054,id=92599991,linktext=Relative Anteile der Spieler, die \u00fcberhaupt zus\u00e4tzliche Inhalte kaufen; Quelle: SuperData.”>
Zudem w\u00fcrden sich Informationen \u00fcber Spiele mit “gierigen” oder “r\u00e4uberischen” Mikrotransaktionsmodellen durch Freunde und einschl\u00e4gige Webseiten schnell verbreiten und die Spieler entsprechend vorsichtig werden lassen. In dem Zusammenhang werden Star Wars Battlefront 2 (hohe Freischaltzeit von Charakteren) und Call of Duty: WW2 (Schauwert von bestimmten Gegenst\u00e4nden als Kaufanreiz) genannt – sowie Mittelerde: Schatten des Krieges (Alliierte kaufen, statt zeitaufw\u00e4ndig zu rekrutieren) und Assassin’s Creed Odyssey (permanenter EP-Boost f\u00fcr 10 Dollar) als Beispiele f\u00fcr Ingame-Ausgaben in Einzelspieler-Titeln. In vielen F\u00e4llen haben die Entwickler diese aggressiven Mikrotransaktionsmodelle auf Basis der Kritik der Spieler bereits angepasst oder komplett entfernt.

Das Fazit der Marktforscher lautet: “Die Ingame-Ausgaben, wie wir sie kennen, haben einen S\u00e4ttigungspunkt erreicht. Zwischen Beutekisten [Lootboxen], Battle Passes, einmaligen Booster-Packs und individuellen Kosmetikk\u00e4ufen gibt es keinen Mangel an Ingame-Monetarisierungstaktiken. Diese Strategien verleiten jedoch nicht jeden Spieler dazu, zus\u00e4tzliche Inhalte zu kaufen. Die Entwickler m\u00fcssen den besten Ansatz finden und identifizieren, um Spieler in K\u00e4ufer\/Geldgeber zu verwandeln oder das Vertrauen der Spieler zur\u00fcckzugewinnen, das durch schlecht implementierte Mikrotransaktionsmodelle verloren ging. (…) Der Erfolg von Mikrotransaktionen h\u00e4ngt davon ab, dass die Spielehersteller immer wieder bew\u00e4hrte Methoden anwenden. Auch wenn Innovationen notwendig sind, um den stagnierenden Markt wiederzubeleben, sollte eine effektive Monetarisierung niemals auf Kosten eines unterhaltsamen und fairen Spielerlebnisses gehen.”
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